The 2025 tourist season is off to a vibrant and promising start for Fortuna Tours. After years of global challenges, travel is rebounding with renewed energy – and Fortuna is riding this wave with optimism. We’re seeing record interest in Bosnia and Herzegovina and the Balkans, fueled not only by our loyal traditional markets, but also by new and expanding markets from across the globe. In this article, we share how Fortuna Tours is welcoming these new travelers, investing in digital innovation, and evolving our experiences to meet the growing demand for authentic, immersive travel.
Rising Interest from New Markets and Regions
One of the most exciting trends this season is the surge of visitors from new markets such as China, broader Asia, the United States, Turkey, and beyond. Tourism data confirms that foreign arrivals are driving growth – for instance, Turkey alone accounted for nearly 10% of all foreign tourist overnight stays in Bosnia and Herzegovina in 2024, with the USA and China also ranking among the top contributors. In fact, China’s post-pandemic comeback has been remarkable: nearly 65,000 Chinese travelers visited Bosnia and Herzegovina in 2024 as visa-free travel and restored flights reignited interest. Likewise, more travelers from across Asia and North America are venturing to our region, drawn by its rich culture and natural beauty. This diversification of our visitor base is a welcome development – it energizes our team and local partners, and it’s a testament to Bosnia and Herzegovina’s growing appeal on the world stage.
Investing in Digital Channels for Global Engagement
To capture and sustain this momentum from new markets, Fortuna Tours has been actively investing in our digital channels and online presence. We recognize that in today’s world, the first interaction travelers have with us is often virtual – through our website, social media, or online reviews. By strengthening our digital outreach, we are making it easier for travelers from Istanbul to Shanghai to San Francisco to discover our tours and connect with us. Industry research shows that investing in digital channels can drive additional revenue, engage customers beyond the booking, and build lasting brand loyalty. With this in mind, we’ve enhanced our website (featuring a seamless booking experience and rich content in multiple languages), grown our social media engagement, and embraced new digital marketing strategies to reach travelers where they are. These efforts are not just about marketing – they reflect our commitment to be accessible, responsive, and relevant to a global audience in the digital age.
Travelers Seek Authentic, Immersive Experiences
Today’s travelers aren’t just looking to see a destination – they want to feel it. More than ever, people are seeking immersive, authentic experiences that help them connect deeply with the places they visit. This is a trend we see across the industry: experience-focused travelers in 2025 are increasingly interested in interactive, hands-on activities – think cooking with locals, exploring hidden historical gems, or sharing stories over traditional meals – that go beyond standard sightseeing. They crave genuine cultural immersion, wanting to experience local life and traditions in a way that feels real rather than staged. We hear it from our guests, too: they want to return home with meaningful memories and perhaps a newfound perspective, not just a checklist of monuments. This traveler mindset inspires us to continually enrich and diversify our tour offerings.
From Large Groups to Personalized Journeys
While large group tours and classic day trips remain a cornerstone of Fortuna Tours’ business (and indeed a vital part of our local tourism economy), we are strategically placing greater emphasis on smaller, more personalized tours that allow guests to feel the true rhythm and soul of the destination. It’s about finding the right balance. Our big motorcoach tours – bringing visitors to places like Mostar’s Old Bridge or Sarajevo’s bazaars – are still going strong and provide excellent value for many travelers. At the same time, we see growing demand for intimate group experiences. Travelers are telling us they want tours where they can ask more questions, linger a little longer at that special spot, and engage one-on-one with local guides.
In response, Fortuna Tours has expanded our range of small-group and private tour options. Many of our tours now cap at 15 or even 7 guests, ensuring an intimate atmosphere. This approach is paying off: smaller tours often lead to bigger smiles and deeper engagement, as guests feel like they’re traveling with a friend who’s opening doors to local culture, rather than just following a flag in a crowd. We’ve trained our guides to personalize each experience – whether it’s adjusting the pace, catering to a particular interest, or introducing a spontaneous local encounter. The result is tours that are flexible, enriching, and tailored to create unforgettable moments.
Crucially, our commitment to personalized experiences doesn’t mean we’ve forgotten our roots. Fortuna Tours began as a family business sharing the love of our hometown Mostar with visitors, and that personal touch has always been our hallmark. By scaling some tours down in size, we’re really scaling up the quality of connection – both between travelers and our team, and between travelers and the destination itself. Whether it’s a private walking tour or a small-group excursion, we aim to have every guest feel like they’ve gotten to know the “real” Bosnia and Herzegovina.
Showcasing the Soul of Bosnia and Herzegovina: Our Signature Experiences
To illustrate how we bring authentic travel to life, here are just a few of Fortuna’s core tours and experiences that exemplify our approach:
- Mostar Old Town Walking Tour – Our best-selling introduction to Mostar’s heritage. Led by a licensed local guide, this leisurely walk covers the UNESCO-listed Stari Most (Old Bridge), Ottoman-era townhouses, and the bustling Kujundžiluk bazaar, bringing centuries of history and tradition to life.
- Herzegovina Highlights Full-Day Tour – An immersive journey beyond Mostar that captures the essence of Herzegovina in one unforgettable day. This tour takes you to the emerald cascades of Kravice Waterfalls, the historic Ottoman-era village of Počitelj, and the ancient Roman ruins of Mogorjelo – a perfect mix of natural beauty and cultural depth. We keep the group size to 7 guests for a truly personalized experience, traveling comfortably with a knowledgeable guide who brings local history to life. (Swimming under waterfalls and wandering medieval stone streets in the same day – what could be better?)
- Traditional Folklore Night at Bišćevića House – A magical cultural heritage experience that invites you to step back in time. Hosted in one of Mostar’s oldest courtyard residences, this private event features live Sevdalinka music, traditional dance performances, and colorful folk costumes, all under the stars. Guests enjoy a welcome drink and optional local delicacies as they soak in an evening of Herzegovinian hospitality and storytelling. It’s a perfect way to celebrate our living traditions in an intimate setting – often described by guests as the night they truly felt the soul of Bosnia.
These are just a few examples from our diverse portfolio, which also includes things like war heritage tours (guided by locals who share personal stories of Mostar’s recent history), interactive cooking classes with home chefs, wine tastings in Herzegovina’s vineyards, and multi-day Balkan adventures. Across all these experiences, the common thread is authenticity – connecting our guests with the people, places, and stories that make each destination special.
Join Us – Let’s Create Unforgettable Journeys Together
As we celebrate this strong start to 2025, we remain dedicated to innovating and collaborating. Fortuna Tours extends an open invitation to our partners around the world – let’s work together to bring even more travelers to discover Bosnia and Herzegovina’s hidden gems. If you’re a travel agent or tour operator seeking reliable on-the-ground expertise in the Balkans, we’re ready to team up and craft exceptional itineraries for your clients.