Bosnia gains popularity among Chinese tourists seeking authentic experiences

From historic streets and religious landmarks to local neighborhoods and natural landscapes, Sarajevo, the capital of Bosnia and Herzegovina (BiH), is attracting a growing number of Chinese tourists seeking a deeper cultural experience rather than simply visiting and photographing tourist attractions, Xinhua reports.

During the holidays marking China’s National Day and the Mid-Autumn Festival, Chinese photographer Chen Liwei traveled to BiH with a group of 10 photography enthusiasts for a 14-day customized trip, during which they captured the country’s diverse landscapes and cultural heritage through their camera lenses, CE Report quotes FENA.

“Before this trip, none of us had ever visited the Balkans, but the region has long attracted us, partly because of classic Yugoslav films such as Walter Defends Sarajevo,” Chen said.

The group, whose members are photography enthusiasts who have previously traveled to dozens of European countries, chose BiH for its rich history and unique cultural blend.

Instead of following a standard tourist itinerary, they wanted to experience local life and gain a deeper understanding of the Western Balkans, capturing through their lenses Sarajevo’s old-town streets, religious sites and the everyday lives of local residents.

“BiH has not only beautiful landscapes, but also warm and hospitable people. Many local residents would greet us by saying ‘ni hao’ when they saw us,” Chen said.

The experience of Chen’s group reflects a broader trend, with customized and more in-depth travel becoming increasingly popular among Chinese tourists visiting BiH.

Zhao Yiming, a local tour guide, said demand for private and customized tours of the Balkans has increased by more than 30 percent over the past two years.

“In the past, Chinese tourists mainly traveled in large groups according to fixed schedules. Today, more and more travelers want trips tailored to their interests, group size and preferred pace,” Zhao said.

The trend has encouraged travel agencies to develop more diverse itineraries, including routes covering historical sites, cultural experiences and less-visited destinations beyond traditional tourist attractions.

Tourism industry workers say different generations of Chinese tourists have different interests. Many older visitors, influenced by films such as Walter Defends Sarajevo, are interested in film locations and sites associated with the country’s wartime history. Younger tourists generally prefer city walks, cultural experiences and longer stays to experience local life.

Xiaoxin Xu, a representative of Hotel Grand Sarajevo, said all 20 rooms reserved for Chinese tourists during the National Day holiday were fully booked, while the restaurant received between 200 and 400 Chinese guests per day.

“September and October are traditionally the peak tourist season in BiH, and this year’s National Day holiday was marked by strong demand from Chinese tourists,” Xu said.

The growing popularity of customized travel reflects increasingly intensive people-to-people exchanges between China and BiH. With its historical heritage, diverse cultures and natural landscapes, BiH is becoming an increasingly attractive destination for Chinese tourists.

Chen said he plans to share his travel experiences on social media to introduce BiH to a wider Chinese audience.

“I hope more people will come to BiH and experience this beautiful country for themselves,” he said.

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