Imagine a tourist destination as your own home, and the tourist as a guest who brings gifts into that house: their money, time, trust, and a recommendation to others.
We often tend to trivialize the word "tourist", treating them as someone who stops by to "sleep over" and "see a few things". Yet today's traveler seeks far more than a quick tour and wants to know where we sleep, what we eat, where we go out, what our courtyards, streets, and riverbanks look like. They want to try our food, walk our paths, and meet our people. In short, they want to become part of our everyday life for a few days, and they are ready to pay fairly for it.
Even by a rough estimate, the average tourist in our destination leaves about 100 euros a day. That amount is quickly and easily distributed through the local economy, from bed and breakfast, through morning coffee and lunch at a restaurant, all the way to a taxi or car rental, fuel, souvenirs, local products, and the like.
And how do we behave when we expect guests in our own house? We do not leave dirty socks in the middle of the room, we do not pile garbage bags behind the door, and we certainly do not throw an old mattress into the yard. We tidy up, air the rooms, wipe away the dust, and often buy flowers for the table. With that gesture we show respect both for ourselves and for the person arriving. Why, then, should it be any different with our destination?
Why is it acceptable that containers overflow, that plastic and trash pile up along rivers and lakes, right beside the roads tourists use, and our children walk every day? If we carefully protect our living room, why does a riverbank serve as a dump? If we would clear things around the house so a guest does not have to step over them, how can we in good conscience leave trash on the shore and naively expect no one will notice?
Statistics and global trends do not forgive neglect. According to data from relevant tourism platforms and organizations, more than 70% of today's travelers directly take ecological awareness and cleanliness into account when choosing a destination. A bad review because of an illegal dump on the way to a viewpoint, or a photo of trash on social media, can wipe out dozens of good ratings in an instant. A tourist who stumbles over our carelessness rarely returns.
To change this, we must understand that tourism is not only the business of tourism workers, the municipal utility company, or local hospitality operators; it is a reflection of the whole society.
Change requires concrete steps, from stopping the habit of seeing public goods as somehow "someone else's", and realizing that riverbanks, forests, and streets are our own backyard, through competent services that must provide adequate infrastructure, because it is essential, and often it is precisely infrastructure that amplifies individual irresponsibility, to zero tolerance toward those who destroy, whether through civic initiatives that raise warnings or through stricter enforcement of legal penalties.
A destination is a mirror of our culture of living. As much as we care about the place where we live, that is how much it will matter tomorrow to our guest. Cleanliness, order, and care for the environment must be the minimum of our personal and collective self-respect.
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A small case study in authenticity
At the green market in Trebinje, a sign reads "white garlic" next to what has always been called saransak or cesan. The green market has long been a synonym for gathering, a place of local supply and demand, conversation and commentary. For a long time people have stopped by as if by duty and bought home-grown produce. From Trebinje, or from a little farther away, from the neighbors. Why white garlic, and not saransak? Probably so they would not have to explain it to the buyer, so they would not have to repeat the same story to the tenth customer, so they would not waste time on a word half the people do not know. You call it what the customer calls it. You sell faster. But every time we replace a local name with a universal one, we lose something that is hard to bring back later. Saransak carries place, language, and the generations that called it that. White garlic is the same product, of course, but without a local address. When you sell saransak, you have sold a local product with an authentic name. You have gained an experience and new knowledge. When you sell white garlic, you have sold, or bought, white garlic you can find at your own market too. Saransak has an address; white garlic does not. Tourism lives from that address. From what cannot be bought at another market, in another town, at least not under that name. And not with the same value. And when we erase the word, we erase part of that value too. I am not talking about nostalgia. I am talking about a resource that disappears just as quickly as any other when no one protects it or uses it.
The tourism product that never made it into the brochures
In tourism we often talk about investment, hotels, accommodation capacity, attractions, and statistics. We measure arrivals, overnight stays, and revenue. Yet none of that is what a guest carries home in the backpack of memories. Let us start with ourselves. What makes us happy when we travel? I am sure most people give similar answers. We want the journey to pass without stress. Without unnecessary complications. We want to feel welcome, safe, and at ease. That is precisely why the tourist experience begins long before arrival at the accommodation. It does not begin on the road, at the airport, or, especially relevant for us, at the border crossing either, even though queues at border crossings during the tourist season are among the most serious obstacles to competitive tourism development in the region. When a traveler spends hours in a line in the sun or shut inside a bus, it is hard to expect them to rate the experience as pleasant. Time meant for rest turns into a test of patience, and the first impression of the trip becomes frustration. The issue of tourist buses is especially sensitive, where the ride to the destination is often shorter than the wait at the border. Such experiences leave a mark and often cancel out much of the effort invested in promotion or in developing the tourism offer, not to mention the effort invested by the agency. And that is where the tourism of feeling begins, because a tourist does not divide their experience into sectors and jurisdictions. They do not care whether the queue is the fault of border police, road infrastructure, a travel agency, or someone else. They remember only how they felt in that moment. If we fly, we are happy when there are no excessive crowds, when check-in goes quickly, and when the flight is safe and comfortable. When we reach the accommodation, we want a kind host to greet us, a clean room, no noise, and everything looking as it was presented at the time of booking. We care about the receptionist's smile and a good coffee. We care that the taxi arrives on time and that we feel safe walking through the city. In one of my earlier texts I wrote that a destination should be viewed as your own home, and the tourist as a guest coming into your house. When friends or family visit, we do not show them the furniture. We try to make them feel comfortable, welcome, and relaxed. The same should apply to destinations. A tourist wants to feel the atmosphere of a place, meet people, try local food, walk the streets, and for a few days become part of everyday local life. A personalized approach to the guest is a tourism product The tourist experience begins long before the tourist arrives in person. We do not know when someone first caught themselves thinking, I am going there. When exactly we invited them, who invited them, and how many times we invited them before the decisive moment. That is why the invitation to tourists begins with the way our city streets are arranged, with the cleanliness of promenades, with flowers, with the safety we promise. It begins with how we dispose of waste, with our attitude toward nature. It begins with the culture of how we treat one another. With the service and the offer they have researched. When they arrive, a guest quickly senses whether they are welcome somewhere. They sense the waiter, the receptionist, the taxi driver, the shopkeeper, the guide, the grandmother at the market, the clerk at the exchange office, and the passerby they asked for directions. A destination's reputation is built precisely in those encounters. That is why I believe the future of tourism will not belong to destinations with the most attractions, but to those that best understand people. Those who learn to manage guests' feelings. Those who work on emotion. And that is exactly why a personalized approach to the guest should never be seen as an added value of the tourism product, because it is a tourism product in itself.
The awakening of early-season tourism
Spring is the season that brings new energy to people, to nature, and to the idea of travel. Days grow longer, the sun warmer, and the colors of meadows and trees more vivid. Everything around us comes into bloom, so it is no wonder that this is when we start thinking about day trips, walks, bikes, hiking trails, and short weekend getaways. After winter stillness, free time once again finds meaning in movement and time outdoors. " Travel and change of place impart new vigor to the mind". Seneca Manjača/Milena Erceg Visoravan Morine/Miljan Rogan In this period, domestic tourism begins to bloom along with the vegetation. Ski resorts slowly grow quiet, but hiking, cycling, and walking trails wake up instead, along with river and lake shores, springs, and nature parks, all the way from Orjen to the Una. Camps and picnic sites across the country become centers of activity and enjoyment of nature, announcing the season that follows. Park prirode Orjen/Herz Adventures Polje lavande u Ljubinju/Radovan Dangubić What makes domestic tourism special is its authenticity. Domestic travelers have nothing to wait for from the "main season"; on the contrary, they are the first heralds of tourism, just as snowdrops are the heralds of spring. It is precisely these events and activities in our rural areas, lakes, and mountains that lay the foundations for developing tourism products in smaller communities, even if progress is slow, even if we are not yet aware of that fact, or simply overlook how much wealth we have within reach. Is it really far for someone from Trebinje to go to Lake Alagovac in Nevesinje? Or for people from Banja Luka to visit the springs of the Pliva? These mini adventures require nothing but willingness and a little time. Still, with growing interest comes responsibility. If we love nature, let us show it through our actions. Let us leave destinations clean, and not leave plastic, paper, or cigarette butts behind. Let us build a habit of respect for the space that feeds and calms us. Whom are we really leaving trash for if not ourselves? Every cigarette butt thrown from a car window, every bit of litter left after a picnic, and every unemptied container speaks to our relationship with the place where we live. Why give anyone the chance to judge us by trash thrown beside the road? We can do better than that. A little more conscience and collective responsibility is enough. It may sound ironic, but while the world changes rapidly and uncertainty grows, we are becoming one of the safer and more pleasant destinations. Where else can you reach a dense forest from the city center in an hour? Where can you scoop water from a spring with your hand and drink it, or nap on a bench without fear? Leave your personal belongings on the table while you drink coffee? Yes, we may not have perfect public transport, a taxi driver may count in euros, but almost everywhere you will meet a sincere smile and a readiness to help you arrive on time and at the right moment to any attraction or location. It is precisely that warmth and sense of safety that for years has been one of the more important reasons and motives drawing guests and creating value greater than expected. Regardless of the narrative we have been fighting for 35 years now. Perhaps it is time we start expecting more of ourselves, and that we value what we have, nurture nature, and proudly be tourists in our own country.