It seems that even in the mountains, you can’t escape the inconvenient truth of climate change. The ski resorts of Jahorina and Bjelasnica near Sarajevo, which once hosted the 1984 Winter Olympics, are now faced with a rather large problem: the distinct lack of snow. So, in a move that’s either brilliant or a bit desperate, they’re pivoting their entire business model to focus on something they have plenty of: summer.
Apparently, the future of tourism in Bosnia is no longer about dodging avalanches but about avoiding heatstroke. According to one tourism official, the snow simply isn’t falling at the low altitudes of their mountains anymore. So, instead of a winter wonderland, they’re now pitching a summer escape. Think hiking, mountain biking, and quad bike tours, all while enjoying temperatures that are a good 10 degrees cooler than the scorching coastal regions of Croatia and Montenegro.
The Great Tourism Pivot
This shift is a stark contrast to what’s happening just a few hours away. In places like Dubrovnik, authorities are so overwhelmed with tourists they’re practically putting up a “no vacancy” sign. They’re trying to limit the number of cruise ship visitors and restrict traffic, all while the weather is a balmy 40 degrees Celsius. Meanwhile, in Bosnia, they’re just happy to have anyone show up.
The mountain resorts are trying to lure visitors away from the high costs and heat of a traditional seaside holiday with a much more relaxed vibe. They’ve even started running their ski lifts all year round, not for skiing, but for sightseeing. It’s a clever way to repurpose old infrastructure, and it seems to be working. One tourist from a nearby town was overheard saying the weather was “fantastic it’s not hot at all.”
While the mountain resorts are having a “fabulous summer,” they’re still a long way from the financial success of their seaside neighbours. Dubrovnik alone recorded nearly two million overnight stays in the first seven months of the year almost double that of the entire Sarajevo region. But for Bosnia, it’s a start. They’re embracing the change and trying to build a new kind of business. Because when your main product melts, you have to find something else to sell. It’s just a shame it took a changing climate to make them do it.
