1 TOURISM MASTER PLAN JAHORINA Bosnia and Herzegovina Client: Ministry of Trade and Tourism, Vuka Karadžića 4 Banja Luka, Republic of Srpska Bosnia-Herzegovina Prepared by: Hypo Alpe-Adria Consultants Sarajevo Kohl&Partner Dalmatinska 6 Tourism Consultantcy Internacional 71000 Sarajevo, Bosnia and Herzegovina Bahnhofstraße 8 + 387 / 33 / 276 020 A-9500 Villach/Austria Fax+ 387 / 33 / 276 029 +43 / 4242 / 21 123 www.hypo-alpe-adria.ba Fax +43/ 4242 / 29 553 E-Mail: [email protected] www.kohl.at Horwath Consulting Zagreb Member of Horwath International Savska cesta 144 A 10000 Zagreb, Croatia + 385 / (0) 1 / 48 77 200 Fax+ 385 / (0) 1 / 48 77 205 E-Mail: [email protected] www.horwath.hr Tourism Master Plan Jahorina Page 2 Content 1. Introduction ......................................................................................................................4 1.1. Initial Situation .................................................................................................................................. 4 1.2. Defined Objectives............................................................................................................................ 4 1.3. Project Team members and their tasks............................................................................................ 4 2. Analysis of the current situation in Jahorina.................................................................7 2.1. General Information.......................................................................................................................... 7 2.2 Access ............................................................................................................................................... 9 2.3. Sokolac – potential airport ............................................................................................................. 10 2.4 Infrastructure and public utilities ...................................................................................................... 10 2.5 Tourist infrastructure on Jahorina.................................................................................................... 11 2.6 Tourist Traffic................................................................................................................................... 13 2.7 Tourism organization and information ............................................................................................. 13 2.8 Key stakeholders at the destination Jahorina.................................................................................. 14 3. Competitor Analysis ......................................................................................................15 3.1. Kolašin - Bjelasica (Montenegro).................................................................................................... 15 3.2. Bjelolasica (Croatia)........................................................................................................................ 17 3.3. Kranjska Gora (Slovenia)................................................................................................................ 20 3.4. Kopaonik (Serbia) ........................................................................................................................... 22 3.5. Bjelašnica (Bosnia and Herzegovina)............................................................................................. 24 3.6. Bansko (Bulgaria) ........................................................................................................................... 26 3.7. Poiana Brasov (Romania)............................................................................................................... 29 3.8. Key findings .................................................................................................................................... 31 4. Tourism Trends ..............................................................................................................32 4.1. 10 general trends in Tourism.......................................................................................................... 32 4.2. Special Trends in Top International Mountain Resorts ................................................................. 37 5. SWOT-Analysis ..............................................................................................................41 5.1. Tourism strengths and weaknesses ............................................................................................... 41 5.2. Tourism opportunities and threats .................................................................................................. 42 6. Strategic Concept ..........................................................................................................43 6.1. Conclusion derived from the Analysis ............................................................................................ 43 6.2. General conditions for a successful development of Jahorina....................................................... 43 6.3. The way to a successful Tourism Master Plan............................................................................... 44 6.4. Tourism Vision Jahorina 2016 ........................................................................................................ 45 6.5. Key Strategies supporting the vision .............................................................................................. 46 6.6. Pillars of the Positioning ................................................................................................................. 47 7. Competitiveness Plan....................................................................................................48 7.1. International Planning Standards and Gaps analysis.................................................................... 48 7.2. Ratios for a sustainable development ........................................................................................... 51 7.3.1. Existing lifts and slopes ............................................................................................................... 52 7.3.2. Capacities of vertical transportation system and accommodation .............................................. 53 7.4. Investments .................................................................................................................................... 54 8. Key projects proposal....................................................................................................56 8.1. Project proposals to raise the competitiveness of Jahorina .......................................................... 56 8.2. Overview of the proposed Projects................................................................................................ 58 8.3. Proposed Projects for the existing area.......................................................................................... 60 8.4. Proposed Projects for the Family and Wellness Area (Enlargement Area 1) ............................... 80 8.5. Proposed Projects for the Sport Area (Enlargement Area 2) ......................................................... 98 8.6. Overlapping projects..................................................................................................................... 111 9. Marketing Strategies ...................................................................................................128 9.1. Vision and positioning.................................................................................................................. 128 9.2. Product marketing plan................................................................................................................. 129 9.3. Integrated marketing communication ........................................................................................... 137 10. Investment and Implementation Plan .......................................................................141 10.1. Investment plan summary........................................................................................................... 141 10.2. Implementation Action Plan........................................................................................................ 146 10.3. Environment................................................................................................................................ 147 10.4. Business and Management model and Privatisation ................................................................. 149 Tourism Master Plan Jahorina Page 3 11. Pre-feasibility Calculations for Major Investments .................................................154 11.1. Assumptions .............................................................................................................................. 154 11.2. Key projects - Accommodation................................................................................................... 156 11.3. Key projects - Real Estate .......................................................................................................... 182 11.4. Key projects - Recreational Facilities ........................................................................................ 182 11.5. Key projects - Gastro and Other Facilities.................................................................................. 183 11.6. Business evaluation summary.................................................................................................... 183