As the global tourism industry focuses on sustainable and active travel this week in Herning, Herzegovina has taken center stage for Scandinavian travelers. At the invitation of the Ministry of Environment and Tourism of Herzegovina-Neretva Canton (HNC), the association HerzegovinaBike is participating in the Danish Travel Show – Scandinavia’s largest and most important travel fair, which is currently underway.
Our region, with its natural beauty and unique outdoor offerings, is being showcased by the Tourist Board of HNŽ/K, at their stand, thousands of visitors are discovering why Herzegovina is the next "it" destination for active holidays.
Cycle Tourism as an Economic Driver
Cycle tourism is no longer just a niche – it is a powerful economic force. According to official statistics, cycle tourism in Europe generates over €44 billion in annual revenue. Scandinavians are well-known as travelers seeking authentic experiences, sustainability, and physical activity, which is exactly what our association promotes through the mapping of over 2,000 km of routes and the development of projects like the Ciro Trail..
Having the opportunity to personally present adventurous Herzegovina in such a demanding market is a great honor and a validation of our hard work. Scandinavians look for nature, heritage, and non-commercialized experiences. Cycling through our vineyards and rocky landscapes, combined with canoe adventures on the Trebižat River, is precisely what excites them," says our colleague Stanislava Borovac, who is in Herning representing HerzegovinaBike
The Power of Institutional Cooperation
This successful appearance is the result of strong synergy. At the invitation of the Ministry of Environment and Tourism of Herzegovina-Neretva Canton (HNC), we are using this platform to show professionals and visitors in Denmark that Herzegovina has earned its place on the European outdoor map.
The fair in Herning, which attracts an average of over 61,000 visitors and 1,100 exhibitorsprovides a unique opportunity for direct B2B meetings and live networking. The feedback we are receiving daily is more than encouraging – Denmark, and Scandinavia as a whole, see immense potential in our projects like the “Ciro Trail”, “Franciscana Trail” and our application for the EuroVelo route network.
What do Scandinavians look for?
The Scandinavian market particularly values:
- Sustainability: Travel that leaves a minimal environmental footprint.
- Authenticity: Direct contact with local culture and gastronomy.
- Active Holidays: A blend of recreation and exploring new territories.
Herzegovina offers all of this firsthand. Our presence on the fair's digital platform continues throughout the year, reaching over 150,000 online visitors, ensuring our region remains visible long after the fair concludes.
While the fair continues, we remain fully committed to promotion, confident that with the support of our partners like the the Tourist Board of HNŽ/K and the Ministry, Herzegovina is truly becoming a cycle tourism hub for this part of Europe.
Follow our social media channels for the latest photos and impressions directly from Denmark!
Your HerzegovinaBike Team
