THE ROLE OF TOUR OPERATORS IN URBAN AND RURAL TOURISM DEVELOPMENT OF SARAJEVO CANTON

The paper investigates the functional role of inbound tour operators in the urban and rural tourism development of Sarajevo Canton by analyzing relevant parameters such as their business dynamics and collaboration with stakeholders, products, the typology of tourists and stays, and the promotion and sustainability of the offerings. A survey and interviews were conducted with five inbound tour operators situated in the most prominent zone (Old Town with Baščaršija). The findings indicated a strong impact of the inbound tour operators on tourism spatial development, as they are pivotal in fostering stakeholders' collaboration and in marketing and selling local authentic products to international tourists. Their endeavors contribute to creating unforgettable tourist experiences in Sarajevo, particularly concerning city and dark tours, ecotourism, and crafts. Tourist products are disseminated through WOM, international fairs, and online platforms, targeting markets in the EU, the USA, and Canada. This approach enhances international cooperation and promotes the destination's tourism. Inbound tour operators exhibit a positive business trend, although there are notable disparities in the level of collaboration with stakeholders and the focus of policies. Certain areas of action have been overlooked, such as strategies to position Sarajevo as a primary choice and final destination, identifying new potential markets, and adopting a more analytical approach to tourist typologies for more tailored tourism offerings. The paper highlights the current features and challenges of the destination's tourism development, providing practical solutions for inbound tour operators and recommendations for redesign.