SEPTEMBER-OCTOBER 2022 | 07

The pandemic presents an opportunity to promote sustainability in the tourism industry

THE Covid-19 pandemic significantly influenced the tourism industry ’ s sustainability , especially in the social and economic realms . The pandemic resulted in a wide range of adverse effects on destinations all over the globe and , most profoundly , on businesses , entrepreneurs , and employees of the industry and the broader related sectors .

“ When discussing sustainability in travel and tourism , it is essential to consider its triple prongs : financial , social , and environmental ,” said Ibrahim Osta , Chief of Party , USAID Developing Sustainable Tourism in Bosnia and Herzegovina .

He noted that the pandemic had proven the sheer size and significance of tourism to those working in it and the overall economy due to its extensive value chain that shows how dependent other industries are on it . However , aside from the numerous adverse effects , the Covid-19 pandemic presents destinations with a chance to reset the sector and a window to rethink how they wish tourism to develop in a manner that safeguards the triple sustainability prongs of social , economic , and environmental impacts .

“ The pandemic presents a unique opportunity to promote higher sustainability in the post-pandemic tourism industry . Accordingly , the crisis might be seen as a chance to spur more innovation and creativity in the travel and tourism sector , which would help it become more resilient and sustainable by creating new products and experiences and enhancing modes of travel and transportation . For example , we are developing new forms of tourism , like staycations , workcations , and others .

“ Furthermore , post-pandemic , travellers turn away from mass tourism to more sustainable tourism activities like rural , nature , outdoor , and eco-friendly activities . These are opportunities for destinations to cease to develop undervisited areas , help drive new incomes to poor communities and reduce stress on their most visited destinations .

“ In Bosnia and Herzegovina , we are especially focused on developing sustainable tourism through various initiatives that prioritise the individual as the centre of development . We also highlight experiences in rural destinations , villages , and localities across the country , while preserving the cultural fabric and natural assets through careful experience design and itinerary formulation .”

ISLAMIC TOURISM AND SUSTAINABILITY

Islamic Tourism is growing globally , and Bosnia and Herzegovina is a part of that trend . According to Ibrahim ,

MUSLIM-FRIENDLY tourism is becoming an ever-increasing branch in Bosnia and Herzegovina . However , its capital city , Sarajevo , has yet fully realised its tourism potential . Tourism has only been recognised as a strategically important industry in Sarajevo recently . The data on the development of tourism and tourist traffic in the city can only be monitored in the recent period .

Emina Nizic ( pic ), the Promotion Coordinator at the Tourism Association of Sarajevo Canton , said the association , as the carrier of tourist development and promotion for Sarajevo , was founded at the end of 2016 . As a young organisation facing a series of bureaucratic difficulties , they are still searching for the right way to brand and position Sarajevo as a desirable tourist destination .

However , she noted that tourism in Sarajevo was experiencing significant growth , especially in the markets of the Gulf countries , Turkey , and Malaysia , which chose Sarajevo because of halal accommodation , halal food and plenty of prayer spaces .

CATERING TO THE NEEDS OF MUSLIM TRAVELLERS

According to Nizic , the transformation of Sarajevo into a Muslim-Friendly destination comes spontaneously and naturally , considering the cultural and historical heritage of the city .

“ Bosnia and Herzegovina is one of the top countries in Muslim-friendly tourism among all countries in Europe , and Sarajevo is well-known as a place where East meets West and where Ottomans left a huge influence ,” said Nizic .

“ With a majority Muslim population ,

Ibrahim Osta

Islamic Tourism promotes respect for the destination and its people , contributing to environmental sustainability . Islamic Tourism visitors come to a destination to learn about local culture and experience halal gastronomy comprising local traditional cuisine , contributing to social sustainability by respecting and contributing to local culture . Muslim-friendly destinations also have an opportunity to diversify their market base by catering to the Islamic Tourism segment , enhancing economic sustainability .

“ Bosnia and Herzegovina has plenty to offer to Islamic travellers , given the rich Ottoman heritage and the fact that close to 50 per cent of its population are Muslims . Lifestyle , gastronomy , architecture , religious sites , tremendous natural assets and strong cultural heritage already attract Muslim visitors . They are mainly from the Arab and Asian markets with large or predominant Muslim populations . It is an important segment that contributes to the sustainability of tourism in the country ,” he said .

He stated that the industry should focus on resilience and long-term business performance . Investments should be made to create new opportunities and drive sustainability practices into actionable and measurable activities through innovations that would influence and develop new approaches to the industry and its productivity .

“ Enhancing the quality of tourism products and services in developing a sustainable tourism industry can be gained through community engagement . It can be done by actively engaging with the local communities , taking a leadership role to champion causes that are important to the community , by having socially and environmentally sustainable supply chains and by attracting and supporting a qualified and well-compensated workforce .” — R & R

Catch Ibrahim Osta on Day 2 of WITC on Oct 18 , in Session Five : Islamic Tourism Urban and Sustainability Forum .

The introduction of Islamic Tourism in Sarajevo comes naturally

halal is a way of life here . In one global survey , halal food , overall price and Muslim-friendly experience were ranked among the top three Muslim tourist market needs . While a large segment of Muslim tourists is looking for these services , few hotels , airlines , and tourism destinations tried to meet their demands .

“ Sarajevo as a destination recognised these needs and tried to meet as many of these things as possible . Developing this strategy , we considered the size of the flow of Muslim visitors to our destination . We also considered which faith-related needs they would cater to . We understood that basic needs such as halal food , absence of alcohol , prayer spaces and Ramadan accommodation are a must for Muslim majority countries , so we incorporated Islamic heritage tours , among other options .”

CHALLENGES AND BENEFITS

According to the Agency for Halal

Certification data , the number of tourism service providers in Sarajevo that submit applications for obtaining a halal certificate is constantly increasing .

“ It is imperative for us to emphasise that in Sarajevo , in addition to hotels and restaurants with halal certification , there are tourist agencies that have halal certification and can provide tourists with personalised service packages that are entirely Muslim-friendly .

“ But there is an issue : most restaurants , cafes or sweet shops offer halal food , even if they don ’ t display the full halal certificate . The reason is simple – they do serve alcoholic drinks too , so it ’ s impossible to obtain the certificate . That is the main challenge we face .”

Touching on socioeconomic benefits , Nizic said income from tourism in Sarajevo Canton greatly influenced the city ’ s economic development . It is estimated that the income from tourism amounts to about US $ 1 billion .

“ Tourists from Islamic countries traditionally stay longer and spend more , and our goal is to strengthen this tourism branch . Also , living according to halal standards , and consuming halal food , regardless of religious affiliation , is the healthiest option and a huge benefit for society .”

Nizic highlighted that Islam had balance in its essence . Islamic tourism offers the city the opportunity to use and combine what is optimal to improve and develop Sarajevo as a destination that Muslim travellers will want to visit and to which they will always return . — R & R

Explore more about Sarajevo with Emina Nizic at Session One : Islamic Tourism Destination Showcase , WITC , on Oct 17 .