Still undecided on where to travel this summer, but keen to avoid FOMO? This Balkan country has gained a lot of chatter in the digital space as one of Europe’s standout destinations.
In April, Tripscout, a social travel guide, revealed the winner of its Most Engaging Destination Awards. The awards are based on the platform’s “Social IQ” analysis which tracks the social media performances across digital platforms in terms of overall engagement, including likes, comments and reposts, as well as growth in digital following.
In Europe, Scotland snagged two awards for trendiest and most engaging region, while Bosnia and Herzegovina was awarded the top spot for most engaging country as users tapped ‘like’ more than 2.4 million times across the country’s official tourism profiles.
“Bosnia had the highest rating for overall engagement in Europe, hence their award,” Jim Brody, Global Vice President of Destinations at Tripscout, told Euronews Travel. “There was no editorial involvement in any of the award decisions. They were purely driven by the algorithm that generated that rating.”
For Brody, while Bosnia may not have the brand awareness and media attention it deserves, social media, post by post, is a platform for destinations to engage with potential visitors individually with meaningful content.
“We do find – historically – that social does allow the more curious users to find out more about unknown destinations,” he said. “It’s not so much that there are more curious engaged travellers on social than other forms of media, although that’s part of that lesser-known destinations can go viral – it’s more about how social is structured. Users can go far beyond just engaging with the content themselves.”
Bosnia’s recognition by Tripscout comes as the Balkan country recorded more than 1.9 million visits in 2025 – a slight rise of 0.3% year-one-year, raising the question: what’s behind this quiet surge in tourism?
Top attractions to see
Located 126 kilometres southeast of the capital, Sarajevo, Mostar is home to a UNESCO World Heritage Site: the reconstructed Old Bridge. Originally built in 1566 during the reign of Ottoman Sultan Suleiman the Magnificent, it was destroyed during the 1990s conflict and later restored in 2004.
Situated in Mostar – a city whose name derives from mostari, meaning “bridge keepers” – the bridge’s centuries-long history includes mosques, churches and synagogues standing side-by-side and its restoration represents shared life in Bosnia between Muslim, Christian and Jewish communities.
“The reconstructed Old Bridge and Old City of Mostar is a symbol of reconciliation, international co-operation and of the coexistence of diverse cultural, ethnic and religious communities,” according to UNESCO.
Meanwhile, the vibrant capital Sarajevo offers a mix of history and modern culture, with Ottoman, Austro-Hungarian and Yugoslavian influences, as seen in the city’s architecture and cuisine.
The cobbled streets of Baščaršija are where the city’s past comes to life, with the market quarter’s aesthetics described as having barely changed. Time Out travel writer John B Wills said: “What you see is pretty close to what people saw in those centuries.”
The capital’s distinctive modern pulse is seen in the evolving gastronomy scene, where fine dining establishments like Mala Kuhinja serve up Asian/Balkan-inspired poultry and seafood fusion creations.
Contemporary art galleries like Manifesto are helping shape Sarajevo’s creative scene, offering emerging artists space to exhibit their work and connect with cultural organisations and collectives. The Ukrštenica exhibition, which opened in April, featured six Bosnian and regional artists exploring crossword puzzle structures through visual art.
Where to check-in
In the past few years, the country’s tourism growth has attracted a wave of new hotel developments, including upcoming international openings.
Marriott Bonvoy has earmarked the Mostar Marriott Hotel as a new arrival to the Balkan country, set to offer 182 rooms and suites, five restaurants, an outdoor pool and business centre.
Hotel NOVA Inn Sarajevo, a four-star residence that opened its doors to the public in February 2026, offers eight studio-style furnished apartments for business and leisure travellers. The aparthotel, a stone’s throw away from Baščaršija Street, includes breakfast in the accommodation price.
Sarajevo’s Hotel Eleven opened in June last year. No surprises, the four-star hotel offers 11 keys, including double and twin bedrooms as well as apartments. The rooms can accommodate one or two guests, while apartments sleep up to four. The hotel’s white interiors and decor are contrasted by polychromatic artworks and the location is within walking distance of the Sarajevo National Theatre.
Travel tips
Although Bosnia is an EU candidate country, visitors from the bloc and countries that are signatories of the Schengen Agreement, including Liechtenstein, Monaco and Switzerland, can enter for up to 90 days within a period of six months – so long as travellers have a valid travel document and ID card.
Other nationals may opt for a short-term stay visa, which allows travellers multiple entries into the Balkan country for up to 90 days within a period of 180 days. The visa is especially useful for business, educational and sport tourists, as well as for other events, including visiting for scientific, cultural or religious events.
To get in and around the country, catching a bus from Sarajevo offers frequent departures, with most international and intercity buses whizzing in and around the capital.
Aside from boasting a network that connects more than 91 cities in the country, buses from Sarajevo are also within the vicinity of Međunarodni aerodrom Sarajevo – the country’s main international airport. Cities like Banja Luka and Mostar are also key transport hubs.
If you’re more of a train traveller, the country’s rail links connect to both domestic and international hubs, with the Sarajevo-Ploče-Sarajevo route able to take passengers to and from neighbouring Croatia.
Bosnia’s national currency is the Convertible mark, with 1BAM being roughly €0.51. Foreign visitors can also snag VAT refunds on goods purchased over 100 BAM (€51.12), except for products like oil and tobacco.
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