STRATEGIC GUIDELINES FOR DEVELOPMENT AND PROMOTION OF TOURISM IN THE MUNICIPALITY OF TUZLA

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Contents

Abbreviations used.................................................. 4

1. INTRODUCTION...................................................................5 1.1 1.2 1.3

Participants in the development of Strategic Guidelines paper………………………………………..………………………………………………………………. 5 Methodology.........................................................................6 Links to relevant development strategies…………............................ 7

2. SITUATION ANALYSIS AND AREAS OF PRIORITY INTERVENTIONS IN TOURISM SECTOR................................................................................8 2.1.

Existing potentials for tourism development……………………………………….. 8 2.1.1. Basic data............................................................................ 8 2.1.2. Geographic-spatial features……….. .............................................. 9 2.1.3. Traffic availability..................................................................11 2.1.4. Geological characteristics........................................................ 12 2.1.5. Natural resources as tourism potentials........................................13 2.1.6. Archeological and historical heritage as tourism potentials . . . . . . . ….14 2.1.7. Culture: heritage and existing capacities as the base for tourism development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 2.1.8. Urban-architectural and religious heritage as tourism potentials ......... 17 2.1.9. Industrial-historical heritage for tourism promotion......................... 19 2.1.10. Economic and social potentials of the municipality as the base for tourism development……………………………………………………………………………………………20 2.1.11. Link to the main tourism offer of the surrounding municipalities………… 23

2.2.

Identification of areas of priority interventions............................25 2.2.1. Needs and challenges of tourism development in Tuzla municipality................................................................................ 25 2.2.2. Areas of priority interventions.................................................. 26

3. SWOT ANALYSIS AND COMPARATIVE ADVANATAGES 3.1. 3.2. 3.3.

…...27

SWOT analysis components.....................................................27 SWOT matrix ......................................................................31 Comparative advantages and strategic orientation....................... 31

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4. STRATEGIC DEVELOPMENT FRAMEWORK ....................... 33 4.1. 4.2. 4.3.

Vision.......................................…...................................... 33 The Scheme of Strategic Development Framework………….............. 36 Strategic Goals and priority objectives, development measures and projects............................................................................ 44

Strategic Goal 1. Well-developed and promoted tourism potentials and a unique image with the focus on cultural and health-related tourism …….….45 Strategic Goal 2. Valuable human resources engaged in the sector of tourism………………………………………………………………………………………………..............56 Strategic Goal 3. Well-developed institutional capacities and system of incentives in the tourism sector ......................................................60

5. IMPLEMENTATIONAL GUIDELINES....................................65 5.1. 5.2. 5.3. 5.4. 5.5.

Expected results and indicators................................................65 Projects and their implementers............................................. 66 Timeline and resources for the implementation ......................... 67 Assumptions and risks.......................................................... .68 Recommendations…….......................................................... ..69

6. CONCLUSION..................................................................... 70

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Abbreviations used GDP – gross domestic product BiH – Bosnia and Herzegovina BH – Bosnian and Herzegovinian ° C – degrees Eng. – English FBiH – Federation of Bosnia and Herzegovina gr. - gram etc. – et cetera i.e. – that is PI – public institution Km - kilometer KM – convertible mark km2 – square kilometer m - meter m/nm – meter above the see SMB – small and medium enterprise NaCl – sodium chloride (salt) NERDA – North East Regional Development Agency p.c. – per capita NE BiH – Northeast BiH SWOT – strengths, weaknesses, opportunities, threats TC – Tuzla canton CA – citizens association

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1. INTRODUCTION Tuzla municipality has outstanding potentials for development of tourism, which is defined as an economic branch that continually advances in the world and BiH and that can, to a large extent, contribute to the overall economic growth in the municipality. However, a long road is to go in order to turn potentials into high-quality, different and competitive tourism products. Since there has not been any concept of sustainable tourism development with defined aims, priorities and implementation method, the first question this strategic paper should be focused on is defining tourism product of Tuzla municipality. Strategic guidelines for tourism development and promotion in Tuzla municipality (hereinafter: the Guidelines) involve the evaluation of the potentials that have comparative advantages in relation to other destinations and that may turn out to be tourism products of Tuzla municipality. The Guidelines also identify the most efficient method of creation and promotion of such products in domestic and global tourism market. The Guidelines were created in the period between the second half of August and the end of November 2007 as part of the project „CulTuRe – promotion of tourism and international relations of town Tuzla“ (hereinafter: CulTuRe), financed by Foundation Cassa di Risparmio di Bologna, in partnership with Bologna town and the Bologna University.

1.1. Participants in the development of Strategic Guidelines paper The Guidelines were prepared with the use of “so-called” participative approach, along with the great interest of people from tourism industry in Tuzla municipality (hereinafter: the Municipality). Active part in defining key components for the creation of strategic development framework was taken by the representatives of the main departments of Tuzla municipality, Tuzla Local Council, Mayor of Tuzla, representatives of the museum and other public institutions operating in the area of culture, non-government sector, private sector (travel agencies), as well as the Regional Development Agency for economic region NE BiH (hereinafter: NERDA), which is also a partner of the municipality in the implementation of the project Culture. This approach has led to the achievement of one of the process aims, which is to initiate creation of strong and better-defined partnership among the actors, in particular between public and private sector, in order to secure efficient and netted structure of interested parties necessary for the guidelines implementation.

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1.2. Methodology During the process of the Guidelines creation and in accordance with the bottom-up approach, the following basic principles were applied: Partnership Joint participation and ownership Transparency NERDA, as a carrier of the Guidelines creation, previously agreed with Tuzla municipality and partners of the project CulTuRe to use the abbreviated methodological approach in the process. The fact is that the omitted phases in the strategy planning process (for example, collection and analysis of the socioeconomic data) influenced the extent to which detailed approach was used in the guidelines creation, especially in the operational part. Nevertheless, that situation was overcome through the research and with input information collected from available official sources and from the Guidelines creation participants. Three workshops were held in the process of the Guidelines creation with the active participation of the interested parties from tourism industry of Tuzla municipality1: SWOT analysis, Defining development visions, strategic goals and priority objectives, Defining development measures and projects. The last workshop involved the “City Image” presentation2 with the aim to motivate the participants to use all creative potentials for the purpose of tourism development and promotion. The next step was to make a draft of the Guidelines paper based on the defined comparative advantages that Tuzla municipality has for tourism development. Among the next steps taken for the successful finalization of the process, the most important were the following: Consultations with Tuzla Municipality and the main interested parties Creation of the final version of the Guidelines paper Publication of the paper and its promotion and distribution to the interested parties Next tasks to be completed are as follows: Development of an action plan for implementation of the Guidelines measures The Guidelines implementation Control /monitoring of the implementation progress Update of the Guidelines In order to understand correctly the framework within which the Guidelines should be used as a condition for tourism development and promotion in Tuzla municipality, it is of a big importance to underline the following: 1 2

In the period between August and September 2007. Presentation held by Besim Spahić Ph.D.

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1. The need for the Guidelines creation was recognized since the priority objectives of the Strategic development of Tuzla municipality are not directly focused on tourism development. 2. The Guidelines involve development period for the upcoming 8 years (20082015) thus ensuring time coordination with the period of the implementation of Tuzla municipality strategic development. 3. Due to the abbreviated methodological approach used in the process of its creation3, the Guidelines represents the main development framework and as such is subject to changes so as to answer challenges in tourism industry in the next 8 years. 4. The Guidelines paper (and positive experiences during its creation and implementation) is supposed to be used as the base for creation of the Strategy of tourism development in Tuzla municipality in the upcoming period.

1.3. Links to relevant development strategies The Guidelines are brought into the line with the following developmentstrategy papers that will have long-term influence on Tuzla municipality development: Long-term strategy of the Tuzla municipality development (strategic development orientation by 2015) Guidelines for development of regional plan of Tuzla municipality for the period from 2006 to 20264 Tuzla Canton development strategy Regional plan for Tuzla Canton region 2005-2025 Regional development strategy for the economic region NE BiH Middle-term development strategy for BiH Tourism development strategy for the Federation of BiH5. The Guidelines paper is a dynamic document and therefore, changes taking place in the above-mentioned and other papers in the upcoming period will be traced by updating certain elements of strategic development framework.

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The abbreviated methodological approach limits high-quality and reliable predictions of trends in tourism industry as well as the analysis of the interdependent factors that will in the next 8 years determine the intensity and course of overall economic growth in Tuzla, especially of tourism branch. 4 Adopted on September 14, 2007. 5 Currently being developed as part of integral economic development Strategy for FBiH

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2. SITUATION ANALYSIS AND AREAS OF PRIORITY INTERVENTIONS IN TOURISM INDUSTRY This part of the Guidelines shows the results of the analysis of available data collected during the secondary research while the basic set of information was gathered by the representatives of Tuzla municipality and NERDA. The information collected from available relevant public sources, which in a way directly or indirectly refer to tourism industry in the area of Tuzla municipality and wider6, was also used (strategic development papers, publications, scientific-research works and web-sites).

2.1. Existing potentials for tourism development 2.1.1. Basic data Tuzla town is the administrative, economic, cultural and educational center of Tuzla Canton and economic region NE BiH7 whose area is 7.263,6 km2, which makes 15% of total BiH territory, with the population of over one million, i.e., 1/4 of total BiH population.

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In Tuzla Canton and economic region Northeast BiH. The Region includes all municipalities of Tuzla Canton. Source: http://www.tk.kim.ba/OKantonu/kartaTK.htm

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This region possesses a rich natural (thermal and mineral springs, flora and fauna, artificial and natural lakes) and cultural-historical heritage. This provides outstanding possibilities for tourism development especially thermal, hunting and rural tourism. Due to cultural-historical heritage left from all periods of civilization evolution (from the Neolithic period, Metal Age, Middle Age, Ottoman and Austro-Hungarian domination) there are significant potentials for cultural tourism development, especially in Tuzla municipality. The area of Tuzla municipality is 30.235 ha (302 km²). According to the census from 1991 Tuzla municipality had 131.618 inhabitants, and valid statistical assessment indicates that the population of this territory is now approximately 174.000. Independence Day of the Municipality is on October 2 (the day of liberation of the town in 1943). The municipality has its own official website (www.tuzla.ba).

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2.1.2. Geospatial Features Tuzla municipality occupies the territory in the North-East BiH, lying on the southeast slopes of Majevica Mountain with the height ranging between 200 and 760 m/nm10 above sea-level. Tuzla town is located between 44 33 northern 9

source- http://www.tk.kim.ba Average sea level is 239 meters.

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geographical latitude and 18 42 eastern geographical longitude. The mountain Majevica in the northeast (916 m/nm), Ozren (918 m/nm) in the southwest and Konjuh (1327 m/nm) and Javornik (1021 m/nm) together with the rivers Jala and Spreča make the ecological environment of the municipality. When it comes to geographical position, it is a mild highland area with distinctive natural, geomorphological and hydrographic wealth, flora, fauna and landscapes of rare and non-spoilt beauty. Geographical position and relief are the reasons for the climatic characteristics of the municipality area. The climate, as a natural condition, is one of the determinants for choosing tourism as strategic orientation but also for other complementary economic activities. Tuzla municipality, as well as the whole region NE BiH enjoys moderate-continental climate with strong annual variations of temperature and precipitation. Average annual temperature in the municipality is 10, 1 °C. Mountain Majevica, which is near Tuzla town (the highest peak is 16 km far from Tuzla), possesses special tourism potential. Majevica, with its good climate conditions, offers possibilities for building picnic areas, accommodation, trim and bicycle tracks as well as air spa. It is also a potential for eco-tourism development.

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2.1.3. Traffic availability Favorable geographical position enables Tuzla to be well linked with other municipalities in BiH as well with neighboring countries Croatia, Serbia and Monte Negro and almost equally connected with the regions of Southeastern, Central and Western Europe. Communications between Tuzla and other places in the region NE BiH including neighboring municipalities are realized through road, rail and air traffic. The road Tuzla-Županja (in Croatia)12 connects the municipality with the north from where the highway leads to Zagreb and Belgrade and to most of European directions. With the Adriatic Sea Tuzla is connected through the road TuzlaSarajevo-Mostra-Adriatic Highway as well as through the railway which leads to the port Ploče (Doboj-Zenica-Sarajevo-Mostar). There is a good connection with Italian coast via ferries that set off from the ports Split and Dubrovnik (Croatia). Fright traffic through the river Sava (the port in Brčko about 60 km from Tuzla) connects the municipality with the whole Europe.

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Source- http://www.tuzla.nu/mapa/ As part of highway Županja-Tuzla-Sarajevo-Opuzen.

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Tuzla is well-connected with other places within BiH (directions Tuzla-Doboj and Tuzla-Banovići-Zavidovići), from where the roads lead to Banja Luka, Zenica, and Sarajevo and other places of central and western BiH. Tuzla has a good traffic communication with eastern BiH via the road Bijeljina-Zvornik. The road network of the municipality and most areas in BiH is characterized by the following: Insufficient development. In the economic region of NE BiH there is only 0,16 km of regional roads and highways per 1 km2 of the territory13; Low quality of roads that lead to the centers of neighboring regions (Sarajevo, Banja Luka, Zenica); Low capacity of roads in the most populated region in BiH, which impedes the access to Tuzla that, as the administrative and economic center, has the highest density at the entrances and exits; Unfavorable road structure. Local roads (60%) in the economic region NE BiH make the largest part of the total road network while there is only a small percent of the regional roads (23%) and highways(17%); Low quality of road network; Lack of high-quality motorway14; Local road network insufficiently developed. Tuzla municipality has available capacities for air traffic. International airport Tuzla in Dubrave – Živinice, 8 km southeast from Tuzla started operating (to some extent) in 1998. With its capacities and equipment, the airport will in 2008 be ready for civil and cargo flights. Due to favorable climate (small number of rainy and foggy days) and geomorphologic conditions, the airport is likely to offer new possibilities for its traffic and economic use. It takes 2, 5 hours of safe car driving to get to the airport from Sarajevo while the airports in Zagreb and Belgrade are about 3 hours away from the capital of BiH. Railway line Tuzla-Zvornik enables the municipality to be connected with the territory of Serbia and Monte Negro while the railway line Tuzla-Doboj connects the municipality with western regions (Zenica, Banja Luka) and Western Europe. Railway lines Banovići-Brčko and Ploče-Sarajevo-Doboj-Šamac-Vinkovci make the municipality open to the countries of Middle Europe whereas the railway line Vinkovci-Ploče is a connection with the Adriatic coast. Railway system that connects Tuzla with other destinations as well as with the whole NE region is poorly developed and its main characteristics are the following: There are only 4 km of railway line per 100 km2 of the territory, which shows how undeveloped the traffic subsystem is. Railway system in BiH is completely used up; the tracks are nonelectrified (for example the track to Zvornik) and their technical condition allows the speed of maximum 50 km/h. The system is inefficient especially due to the lack of regional railconnection, i.e. lack of connection between Tuzla and other neighboring towns. Trains are uncomfortable and untimely and there is no possibility 13 14

While the proportion in the economic developed countries is 100 km per 150 km2. note: roads Tuzla – Sarajevo and Tuzla – Orašje will be built or reconstructed

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for passengers to buy food or drinks, which makes them totally unacceptable for tourists especially foreigners. 2.1.4. Geological characteristics Tuzla has also special geological past due to which is called „ town on a grain of salt“. This “grain of salt” represents hundreds million tons of rock salt and salt water left behind more than ten million years ago by the Pannonian Sea in the process of its withdrawal from this area. From its beginning until now the name of this town has been related to salt in languages of all travel writers, cartographers, historians and conquerors. The name of the river Jala, which flows through Tuzla, is derived from Greek word jalos which means salt, while the town has been given numerous names throughout its history, such as: Castron de Salenes - Town of Salt Factories (Greek), Salenes (Greek), Ad Salinas (Latin), Soli (south Slavic), Memlehatejn (Arabian), Memleha-i Zir (Persian), Tuz - salt (Turkish). Its present name Tuzla is derived from Turkish word and means Salt Factory15. However, the first signs of land deformation, popularly called “town sinking”, appeared at the beginning of the 20th century. It was caused by uncontrollable exploitation of salt water. Current maximal deformation measures almost 13 meters. Consequently, 2.700 residential units, 67.000 m² of business and 131.000 m² of public facilities were destroyed. About 15.000 of inhabitants were moved out of dangerous areas. There is no such a place as Tuzla whose character has been ruined due to the sinking process. This fact can even be used as a certain potential for tourism development. 2.1.5. Natural wealth as tourism potentials Tuzla municipality has a rich natural heritage that can be used as a main comparative advantage for creating attractive tourism offer which will make this town one of the most prosperous destinations of the Southeast Europe: Carbonated and thermal water springs (salt, sulfurous and carbonated water) Tuzla carbonated16 water is used in Salt Spa for bathing in bathtubs, underwater shower-massages and for inhalations. Salt Spa offers various physical therapies/procedures that are supervised by a team of medical experts, physiatrists, physical therapists and nurses. Treatment indications of this water are the following: injuries and conditions after locomotors apparatus, 15

The first Ottoman document where the exploatation of salt wells in Tuzla was mentioned goes back to 1548 16 Physical and chemical characteristics of water are: carbonated (307,605 98 mg/l – taken from wells), iodic, bromine, sulfurous, sodium chlorid saline water, hipotherma (T - 20 - 27,7°C). Ph value is 8,6 (alkaline). No gases. As for the use, this water is mixed with fresh water with the proportion 30:70, so the amonut of carbon is lower (123,996,00 mg/l).

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arteriosclerosis, hyper-thyreosis, rheumatic, respiratory, gynecological and neurological diseases. Tuzla Salt Spa has been famous for its healing characteristics for more than ten centuries and its first official opening took place in 190817. It is interesting to mention that the first patient of the Spa was the emperor of Austrian-Hungarian monarchy, Franjo Josip. Having high-quality healing water is the great base for the improvement of Spa capacities; lakes and water Salt lakes and the beach “Panonsko Lake” located in the center of the town along with the archeological park and Geological museum of the Pannonian Sea are unique in Europe. Million years ago, while withdrawing from a big part of European area, the Pannonian Sea left behind in Tuzla tons of salt rocks and salt water that were brought to the surface with the salt wells in 2003 and turned into Panonsko Lake. The lake is rich with minerals and I liter of water contains 30-40 gr of NaCl. The water has healing characteristics especially when it comes to rheumatic and respiratory diseases. With the aim to improve tourism offer of the town and standard of living in Tuzla Canton, the construction of a new lake with salt waterfalls and pools is expected to be completed until the beginning of the summer season 2008. Total area of both lakes will be 18.500 m2, and the depth maximum 1, 8 m. The storage lake Modrac that occupies the area of 17 km2 is the biggest lake of this kind in BiH and the most important water resource in the vicinity of Tuzla. This lake is made with the purpose to supply industry of Tuzla Basin (about 2, 3 m3/second) with technological water. The storage lake is also being used to supply the town with drinking water. The main water system consists of the river Jala with its two most important tributaries Joševica and Solina, the Požarnička River and Grabov and Mramorski brooks. natural landscapes, flora and fauna The slopes of the mountains (in particular Majevica, Konjuh and Ozren) offer the possibilities to develop recreational and rural tourism. Flora and fauna are also possible potentials for tourism development in Tuzla municipality. Very interesting are the capacities for fishing and hunting tourism and for organization of art colonies, which may all involve activities that would help further development of sports, congress and fair tourism in the municipality. The poll carried out by USAID has shown that 82 % of citizens believe that neglected environment is the main obstacle to tourism18 development in BiH. Therefore, current unacceptable situation in terms of environmental protection

Experts from Vienna established that the quality of Tuzla carbonated water is similar to quality of water in Reishenhall. 18 http://www.bih-x.com/vijesti/arhiva/07-07-23-01.htm 17

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in the upper parts of the town should be improved in the upcoming period and thus create good environmental conditions for tourism development. 2.1.6. Archeological and historical heritage as tourism potentials Tuzla is a town whose existence has been related to salt exploitation over centuries. It is one of the oldest settlements in Europe with the continuity of living. Ruins of the old lake-dwelling settlement from the Neolithic19 period have been recently found in Tuzla and one of the oldest sites in BiH dating from 4500 B.C. was found in Gornja Tuzla20. That site is the oldest one in Europe since it goes back to the Neolithic period unlike other sites found in Europe that date from younger periods. Among large amount of movable archeological material21 from the Neolithic period the most important are ceramic dishes used for salting- out salt water. These archeological finds prove that the exploitation of salt and its use in human nourishment does not date from Eneolithic period22,the period when the oldest European cultures used salt, but from the Neolithic period. The evidence shows that the area of Tuzla was inhabited even in the Neolithic period. Illyrians, Celts, Greeks, Romans, and other tribes lived in the wider area of Tuzla and Slavic tribes permanently settled here in the 7th century. The most interesting archeological sites for tourism development are the following: Archeological Park – prehistoric lake-dwelling community, the only archeological park in the Balkans. The park is a reconstruction of the way people lived here in the Neolithic period and was made based on the results of the archeological researches, objects from this period and other evidence of the existence of lake-dwelling communities found in the area of Tuzla; Neolithic settlement in the area of Gornja Tuzla, which is the oldest settlement in BiH and the only one where the remains of stratigraphic Neolithic cultural group were found, with the continuity of living and salt exploitation up to present day; Kicelj, in the vicinity of the historical part of the town, with the earlymiddle-age necropolis and remains of Slavic sod-house dwelling; Gradovrh, (or “Town on the top”) found in the town settlement Solina where the Franciscan monastery was built in the Middle-Age and existed until the arrival of the Ottoman Empire, along with the remains of the Bronze-Age and those left by Celts, Illyrians, Romans and Slavs has a possibility of religious tourism development; Krešića Gradina (hill-fort,) in Par Selo (village), with the hill-fort existing from the Metal Age until the arrival of Ottoman Empire; 19

i.e. early Stone-Age. Research done in 2007 indicates that settlements are older than it is considered ,that is, it is supposed that in Gornja Tuzla they are old about 6000 and in Donja Tuzla about 5000 B.C. 21 Fragments of ceramic dishes, stone, flint and bone tools and weapons, remains of grains and animal bones. 22 i.e. Bronze-Age. 20

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Apart from the archeological sites, Tuzla also has rich historical heritage. The first document on the existence of Tuzla dates back to 95023. Middle-age parish Soli was part of Bosnian State. Tuzla was conquered by the Ottomans in 1463 and Austro-Hungarians in 1878. From 1918 BiH was part of the Yugoslavian Kingdom and the Monument built for the coal miners of Husinska Buna (miners’ rebellion) proves that Tuzla at that time was also considered a town with freedom-loving tradition. The freedom-loving tradition continued to be cherished during World War II as an anti-fascist concept. On October 2, 1943, Tuzla became the biggest liberated town in Europe. In the period between 1992 and 1995 Tuzla had a distinguished way of defense, showing one more time its traditional attitude toward freedom, tolerance and mutual life of all citizens. The memory of those past times is cherished with numerous town monuments among which the most important one is Memorial Center Slana Banja. The Museum of Eastern Bosnia owns archeological, ethnological, historical, biological, numismatic and artistic collections which are the traces of 7000-year continuity of living in Tuzla region. 2.1.7. Culture: heritage and existing capacities as the base for tourism development This area is the one where different cultures have become interwoven throughout history. Each of them has left its traces such as material resources and religious tradition. This intercultural heritage makes this area even more attractive for tourists. Cultural tradition of Tuzla and its surrounding has been influenced by many playwrights, painters, musicians, drama artists and historians. The ones that stand out among Tuzla writers are Muhamed Hevai Uskufi24, Stjepan Matijević25, Derviš Sušić and Matija Divković26. The most prominent one in Tuzla as well as in the Balkans is considered to be Meša Selimović27. Croatian poet Silvije Strahimir Kranjčević worked for some time in towns of the Northeast Bosnia and published his well-known poetic collection „Trzaji" (Twitches) in 1902 in Tuzla.

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In the work «De administrando imperio» written in the mid of 10th century by bizantin emperor and historian Konstantin Porfirogenit the town is called Salines and wider region Soli. 24 He was born in the village Dobrnja near Tuzla in 1601. Most of his works are written in Bosnian. He was the author of famous Turkish-Bosnian dictionary "Makbuli `arif" or "PoturŠahidija", the second dictionary published in Europe. 25 He was born in Solina near Tuzla 1580. His book "Ispovjedaonik” (Confessant) was published in Rome in the Slovene language in chirilic alphabet and he considered Slovene and Bosnian his languages. 26 Divković (1563-1631) sets all literary and linguistic-orthography and graphic principles of Bosnian Franciscan literature. 27 He was born in Tuzla in 1910.

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One of the most important cultural events in the region is Literary Meetings in Tuzla called «Cum grano salis». Every year the literary award «Meša Selimović» is presented for the novel of the year in the area of BiH, Croatia, Serbia and Monte Negro. Public and University Library «Derviš Sušić» has about 200.000 library units and several international departments (Austrian, American, Iranian, Turkish, French). There is also Behram Bey’s Library. Distinctive cultural heritage of Tuzla also involves traditional songs and stories which confirm that freedom-loving spirit has survived through centuries in this area. Ismet Mujezinović, the most prominent painter of the 20th century, was born in Tuzla and almost all his life spent here. Other educated BH painters such as Đorđe Mihajlović and Adela Ber have their origin in Tuzla as well as one of the leading American-Mexican mural painters James Haim Pinto and Kristijan Kreković, famous Peruvian painter. During the last century Franjo Leder and Dragiša Trifković involved themselves in the artistic life of Tuzla. Very important to mention is a great contribution of Mensur Dervišević who is considered by the historians to be one of the most significant persons of artistic life of Tuzla. International Gallery of Portraits in Tuzla28 possesses the works of all above-mentioned artists. International Studio «Ismet Mujezinović» operates within the Gallery. The Gallery also builds up its activities by organizing International Biennale of Portraits «Interbifep» in which artists from all over the world take part. The Public Theater in Tuzla is the oldest theater in Bosnia and Herzegovina29. Cultural scene is enriched with the theatre Cabaret, alternative Draft theatre, Bosnian Cultural Center, House of Youth, House of Peace Flame, French Cultural Center, and numerous amateur culture and art associations.30 Primary and high music school31 offers education for young musicians who show their talents and skills at numerous world-recognized competitions and academies. Sevdalinka, (traditional folk song) as part of the cultural identity of BiH, is also cherished in Tuzla Canton area through various initiatives such as program of support to creative industry development. Cultural landscape - complex of Panonsko Lake is put on the list of petitions for designation of property as a national monument and is delivered to the Commission on historical monuments in BiH. Apart from this complex, many facilities and sites of cultural-historical heritage prove rich history of the town such as Memorial complex Slanja Banja – Trnovac, Monument built for the miners in Kreka, Leda’s sculptures – Leda, Most sa kipovima (the Bridge with the 4 statues), Disko bol (Disc Thrower) and Allegories (sculptures made to honor two great BH artists: writer Meša Selimović and 28

It was founded in 1964 and it is one of the most important portrait galleries in the Balkans. First BH theatre was founded on April 17, 1898 in Tuzla. Public Theatre Tuzla has been functioning since 1949. 30 Those that stand out among cultural and art associations that cherish folklore tradition are CAA Bosna and UCAA Zvonko Cerić. 31 First BH singers’ association was founded in Tuzla in 1886. Pubic primary music school was opened in 1949, and High music school in 1957. 29

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painter Ismet Mujezinović), etc. Kapija is a memorial and is known as a place where young people used to gather and where on May 25, 1995 seventy one young people were killed and several hundreds wounded by an aggressor’s shell. Of big importance among many cultural and scientific institutions is Historical Archive situated in Tuzla. It possesses 102 holdings, 22 collections and the total archive material measures 1.500 meters. It is very valuable in terms of material usability in the reconstruction of tourist locations. There are many restaurants and other catering establishments where Bosnian traditional meals and domestic specialties made of fresh products are prepared and served. Adequate gastronomic offer certainly adds to traditional image of Tuzla. 2.1.8. Urban-architectural and religious heritage as tourism potential Until the Guidelines creation, the following sacral buildings32 located in Tuzla won the status of national monuments: Castle of Serbian-Orthodox Eparchy for the areas of Tuzla and Zvornik with movable heritage, historical monument Poljska (Turalibegova) Mosque33 with the cemetery and domed burial site, architectural unit Cathedral of the Assumption of the Most Holly Virgin34 Provisional list of national monuments include the following: Bijela Mosque in Tuzla Džindićka Mosque (Husein Čauš Mosque) Jalska (Krzlar – young woman’s) Mosque The following buildings are in the procedure for being included in the list of national monuments in BiH35: Church in Vršani Chapel of Our Lady of Lipnica in Srednja Lipnica 36 16 mosques37 Other sacral buildings which belong to the group of the most valuable culturalhistorical monuments are situated in the old part of Tuzla: Several very important standing tomb-stones that confirm the existence and exercising of Bogumilism before Islamic religion The Franciscan Monastery and St. Peter and Paul Church from the 16th century38 Jewish cemetery on the Bukovčić hill. Other mosques (mostly from the 16th century). 32

For additional information go to web-site of Commission on historical monuments: http://www.aneks8komisija.com.ba/ 33 It was built in 1572. 34 From 1874; it is, together with Bishop’s palace, endowment of family Jovanović. 35 Petions about which the Commission on historical monuments has not made any decisions yet. 36 It possesses the painting of Holly Virgin Mary whom miraculous powers are attributted to. 37 In Tuzla: Arslan agina - Vikaljska, Behram-begova (Atik-old, Šarena), Donja Obodnica, Gornja Lipnica, Kjethoda - Brđanska, Pasci, Mosque with supporting facilities – Plane, Slavinovići, Ševar - old, Dželal Vaiz Mehmed Ali-efendije (Mejdanska), Hadži Hasan, Stara damage. In Gornja Tuzla: Ameli-ali (Zagradačka), Bajazid (Potočka), Hadži Husejnova (Poturmahalska), Hadži Skender (Čaršijska). 38 The architect of the new church built in 1998 was Zlatko Ugljen Ph.D.

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Gateway on the Square as the remnant of the Behram Bey’s Madrasah. Domed burial site in Gornja Tuzla. There are numerous remains of the Otoman architecture and Islamic religion imbued with Bosnian and local spirit: Čaršijska fountain from 188839, Hastashana – hospital in Strma Street (opened in 187440), old Bosnian houses in Gornja Tuzla (Bogunlić, Muminović, Saračević-Hadžimehmedović, etc.), old castle, i.e. Barutana (Powder-factory) on the Gradina (hill-port) which is the only remnant of the Ottoman fortification architecture. Although very much destroyed due to the sinking process, the remains of the Ottoman Empire still make a large part of the historical town core. In the town-core and in the vicinity of the Soni Trg (city square) there is the old Gate (door of the town) which is now a place for gathering young people. Restoration of the Soni Trg, Trg Slobode (square) and old part of the town contributed to a large extent to the development of urban and tourism-oriented Tuzla.

41

2.1.9. Industrial-historical heritage as tourism potentials Modern Tuzla started to develop in the area between Soni Trg and Slana Banja. One of the salt deposits used for taking out salt and for organized salt production was located on the Soni Trg. Soni Trg, together with the restored original salt well, was rebuilt in 2004. On the Square there is also a fountain made as a replica of the Neolithic dish used for taking out salt and it is decorated with the mosaic from Ravenna42. Visitors also have a chance to take a look at the collection of the objects from the Neolithic and other historical periods that were found in and around Tuzla.

39

The fountain was designed in Moorish style by Franc Matković. Second old hospital in BiH. 41 Source- http://www.emax.ba/mapa.htm 42 World metropolis of mozaic art. 40

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Soni Trg used to be the center (market-place) around which many religious and public facilities were built. With the arrival of the Ottomans in 1460, salt production increased fivefold so the town began to gain in importance. Salt production and the gained profit were the key factors for establishing Tuzla as a small town. In 1476 the salt well on the Square was modernized, which improved the production and sale of salt and resulted in declaring Tuzla an “emperor’s property” in 1477. There were also 80 pans on the square used for salting out water that was taken out of the well. Big economic reforms that took place in the 17th century led to development of free trade. With the expansion of new crafts Tuzla grew to be administrative center of Zvornik province as well as communication, military and cultural center of the Northeast Bosnia. Towards the end of the Ottoman Empire, Tuzla had almost 5.000 inhabitants and was one of the biggest towns in BiH. Tuzla salt production was recognized even outside BH borders. In the 17th century the French King Louis XIV was supplying his palace with the salt from Tuzla through his traders and in 1876 Bosnian region demonstrated its salt production on the International Trade Fair in Philadelphia. Upon Austro-Hungarian annexation of BiH, the first Salt Factory, built in 1885 in Simin Han (the suburb of Tuzla), represented the beginning of the industrial salt production. The old Salt Factory from 1885 in Kreka, salt well from 1477 on the Soni Trg and the complex of salt wells with water pipe and pump terminal on Borić hill are the first sites to have been designated national monuments in the category of industrial heritage. The museum of salt production operating within the Salt Factory possesses photographic documentation and objects that confirm the long history of salt production in Tuzla. However, the following sites, which are part of historical-industrial heritage of Tuzla, are also considered to have certain tourism potential: Pithead of the Coal Mine Kreka, located in Moluhe behind the Institute of Mining ( can be turned into the Museum of mining); Remnant of the pit of Salt Mine Tušanj (can be partly turned into memorial and the largest part of the infrastructure, i.e. head office with the park can be turned into a thermal resort). 2.1.10. Economic and social potentials as the base for tourism development The total economic and social potentials must be observed within the context of assessment of capacities for investment management and other managerial skills of the municipality and other institutions which actively support the development of tourism in Tuzla.43. Their realistic assessment should present the scenario of business development in the municipality.

43

Beisdes trade, tourism and catering are the sectors with the post-war largest increase in number of legal entities and employment rate (almost doubled) in the economic region NE BiH. .

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Owing to rich salt and coal deposits, Tuzla, ever since the times of EX Yugoslavia, has been the center of chemical and power industry. Over the last decades various industrial branches have been developed such as mechanical engineering, metal, metalworking, electrical, building, footwear, garment and food industry. Due to its high GDP per capita and low unemployment rate, Tuzla had a high status in BiH and was the most developed regional center in the prewar period. Pre-war economy was characterized with huge economic systems whose production covered the whole region. The war that broke out in the region led to the market loss, production halt and obsolete technology, accompanied with high unemployment rate. The way out of this situation is seen in the process of restructuring economy, placing special emphasis on small and medium enterprise development, application of new information technologies and regional and international economic cooperation establishment. Economic sector also includes over 3.000 independent entrepreneurs, about 3.000 registered SMEs, business centers, financial institutions, university, institutes, etc. Apart from the above-mentioned and excluding big economic capacities in electric-power system, coal mines, chemical, electrical, construction and engineering industry, Tuzla municipality lays great stress on development of the following new services that are supposed to, after economy restructuring, revive the town: information-communication technologies, tourism, creative industry, pharmaceutical industry and similar. Tuzla town is certainly the first one in BiH that recognized creative industry as a future strategic orientation of its development. The sector of Creative industry in Tuzla represents an outstanding potential and will ensure that this town becomes competitive, creative and knowledge-guided. The existing active participants in creative industry are the following: Theatre ''Soli'' – Theatre Cabaret Tuzla, Colosseum L.L.C., Arthur Production, Radio Kameleon, Humanitarian Association Bosanske Rukotvorine (Bosnian handicrafts), Dancing Club Flamenco, CA Tuzla Live, Blicko L.L.C., music band Defence, Gallery Mi Ritmo, UNDO Design, music bend Nula Plus, Softworks L.L.C., Platinium L.L.C, CA Manufaktura, CA House of Peace Flame44, Proart L.L.C, Association Vesta, and many artists such as: Šejla Šehabović, Vlado Kerošević, Edin Dervišević, Belma Bešlić, Amel Emrić, Samir Aganović and others. The main precondition for further achievement of such plans is opening of the market and renewal of business and market links in the region and Europe, since the capacities of Tuzla economy are planned and built for BH market only. It is important to underline the progress achieved during the last few years (2001-2007) in Tuzla municipality in terms of economic growth and social development:

44

First incubator of creative industry in BiH.

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Economic development by 7,6 % GDP growth and estimated raise of employment rate by 70 %.45 In March 2003, Tuzla municipality adopted the Strategy of long-term economic growth with the mission and vision for the period of 15 years. The strategy is based on three “T”: tolerance, talent, technology. Continual increase of the municipal budget was recorded in the period between 2001, when the budget amounted to 19.000.000 KM, and 2007 when it amounted to 50.000.000 KM. In order to create an atmosphere for entrepreneurship development, Tuzla municipality is one of the first local governments that supported activities such as establishment of business incubation center Lipnica and development agencies and stimulating entrepreneurial sector. BIT center is the most contemporary Business-innovation center on the Western Balkans and contains two components: CNT – Center for new technologies and ICT – Information-communication technologies. BIT Center is focused on development of businesses that are based on research and development and supporting young, educated and trained persons to start their own business and take part in know how in the field of informationcommunication technologies and other scientific disciplines. Tourism flourished with the construction of the complex Panonsko Lake (visited by a million people in the last three seasons), tourist attraction Soni Trg and Archeological Park of Neolithic lake-dwelling community. Renowned International trade fair PROMO considerably contributes to the promotion and exploitation of tourism and other potentials in Tuzla municipality. Rapid trade growth (that was at a low level of development before 1992), resulted in the creation of 1.000 workplaces in 5 newly-constructed business centers Tuzla green market is one of the best in BiH offering traditional Bosnian products, homemade cheese, honey, healing herbs, mushrooms, forest fruit and indigenous but almost extinct species of fruit. Progress has been made in the construction and maintenance of roads, expansion of central-heating network, regulation of watercourse, putting up street lights and other infrastructure facilities. Areas of arranged parks are four times larger. After more than 70 years, water restrictions brought to an end. After 122 years, the cause of sinking eliminated. Modern Center for providing services to citizens opened as part of the municipal administration. Tuzla municipality organized/financially supported numerous cultural programs. For the achievements in the field of local economic development Tuzla received international acclaim „BEACON town” in London in 2006. Tuzla municipality was awarded „Interethnic Tolerance Charter“, for 2006 by the Association of multiethnic cities of Southeast Europe „Philia“. Tuzla municipality has established economic cooperation in the wider region: with towns and regions in Italy, Croatia, Serbia, Monte Negro, France, Turkey and Norway and with Italian and Norwegian government. 45

Data relevant for the period 2001-2004.

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Brotherhoods were made with: Bologna town (Italy), L'Hospitalet municipality (Spain), Osijek town (Croatia), Pecs town (Hungary), Tuzla municipality (Istanbul, Turkey). Agreements on the cooperation were made with the following regions: Saint Denis (France), Provincia di Ravenna and Provincia di Pisa (Italy). Sports-recreational capacities in Tuzla are numerous such as sports courts in the cultural sports center “Mejdan”, sports center “Partizan” and stadium Tušanj. It is planned to build sports stadium in town settlement Irac. Sports-recreational center Slana banja is only few minutes of walk away from Panonsko Lake and includes jogging and walking tracks, tennis courts, football and basketball fields and memorial center recently built. Some of the best BH sportspersons of the 20 century are from Tuzla.46 Tuzla has up-to-date equipped University Clinical Center and Heart Clinic47 where the latest achievements of contemporary medicine are applied. These capacities are significant potentials for health tourism development. Tuzla University (founded in 1976) constantly develops and it is the first University in BiH included in the Bologna Process. About 20.000 students are currently studying at the University and there are about ten departments. There is no department of tourism studies at the University but the negotiations on opening it at the Faculty of Economy or Philosophy are currently going on between PI “Tourist-catering school” Tuzla and the dean of the University, which will create an opportunity for intensive development of tourism in Tuzla municipality and wider. PI “Tourist-catering school” Tuzla was opened 45 years ago. Every year 150180 students enroll in school and 800 students graduated in the period of 5 years (2003-2007) (about 340 hotel-tourism technicians and about 430 students had three-year education: about 300 cooks, about 110 waiters and about 20 pastry cooks). About 150 waiters, cooks and catering workers from Tuzla took part in “hotel-and-tourist internship" in the hotels of Rimini and Ravenna (Italy), as part of the project "Adria Link", and therefore gained knowledge and skills in the tourism metropolis. Presented situation of economic and social development shows that in the postwar period of capacities reconstruction, especially in the last 5 years, Tuzla municipality has gone through numerous positive processes that resulted in capacity building for investments particularly in tourism sector. Social capacities have been also improved to the extent that they can be used for application of designed concept of sustainable tourism development in Tuzla municipality which, except private investments, requires the support of government structures48 as well. When it comes to the field of tourism, all economic and social potentials of Tuzla municipality are available to domestic and foreign investors that are willing to use highly-qualified labor force and favorable and stimulating atmosphere for making investments. 46

Mirza Delibašić, the most famous Bosnian basketball player and sportsperson of the 20th century, was born in Tuzla in 1954 where he started his career in the basketball club Sloboda (1968-1972). Razija Mujanović from Tuzla is considered one of the best basketball players in the history of this sport. 47 Heart centre is the most contemporary medical institution in BiH, equipped with the latest technology, three specially designed operating rooms and three angio rooms. 48 Tuzla municipality as well as higher levels of government.

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2.1.11. Link to the main tourism offer of the surrounding municipalities Un-spoilt nature, preserved flora and fauna and natural and geographical diversity represent are the most important resources of the region with Tuzla as its administrative, economic and cultural center. Northern, low-land part of the region is the most important grain-growing region in BiH while the central part is traditionally known as fruit-growing area, especially stone-fruit and berries. Traditional fruit production and processing is accompanied with tourism-trade events such as “Days of Berry-like Fruit” in Čelić and international fair of agriculture and food industry in Gradačac called “Plum fair”. Surrounding municipalities possesses recourses for fishing, hunting and sportsrecreational tourism: Mountain Konjuh with mountain-recreational center Zlaća near Banovići town, recreational center Muška voda and winter sports center Karaula in the area of Kladanj town; Winter sports center Igrište in Vlasenica town; Artificial lakes Sniježnica (Teočak), Modrac (Lukavac, Tuzla), Bistarac (Lukavac), and Hazna and Vidara (Gradačac); two big rivers: Sava, as a navigable river and Drina with outstandsing potentials for sports and adventurous tourism (fishing, rafting, kayaking); Hunting-ground for big and small game in the territory of Kalesija. However, famous pre-war hunting-grounds near Tuzla municipality are still in the process of reconstruction (especially pheasant farm in Brčko and Srebrenik). In the vicinity of Tuzla municipality there are also other thermal-health resorts as capacities for health-tourism development: In Bijeljina (Spa »Dvorovi«), Gradačac (Spa »Ilidža« famous for more than 150 years), Srebrenica (Spa »Guber«, currently not operating). Cultural-historical heritage is also significant capacity for receptive tourism development: Djevojačka pećina (maid’s cave) with prehistoric drawings situated in the area of Kladanj, Middle-age town Srebrenik (used to be residence of Bosnian governors Kotromanić) and few sites with standing tomb-stones in Srebrenik; Middle-age town Soko (1426), Ahmed-pašina and Bijela Mosque (1595), watch-tower from that period and traditional Gračanica’s trades; Gradina (hill-fort) with the tower (1765 and 1821) of Husein-captain Gradaščević (Zmaja od Bosne), Husejnija Mosque (1826), Watch-tower and Sviračka Mosque in Gradačac; Many necropolis standing tomb-stones and Atik-Mosque (more than 300 years old) in Kalesija; 53 standing tomb-stones sites (the most important is necropolis in Olovci), stone Mosque Kuršumlija topped by cupola, Hadži-Đurđihanumina fountain in Kladanj; Old town Dobor (from the Middle Age), in Modriča municipality.

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The area of surrounding municipalities provides a number of tourism resorts offering comfortable one-week or ten-day holidays. Tuzla and these municipalities must synchronize their activities on the promotion of tourist potentials, especially those that are not recognized outside the region but that can individually or as a tourist package be a reason for tourists to come. It is very important for Tuzla to utilize the capacities of surrounding municipalities and link them through projects and promotional campaigns with its tourism offer, thus making the whole region more attractive for tourists from BiH as well as from abroad.

2.2. Identification of areas of priority interventions 2.2.1. Needs and challenges of tourism development in Tuzla municipality Situation analysis presented in the Chapter 2.1. shows that Tuzla municipality has very good preconditions that are poorly promoted and insufficiently used in the process of profitable tourist development: natural resources (thermal and healing waters, rivers and lakes), rich cultural, historical and industrial heritage, favorable geographical position of Tuzla municipality (especially in terms of traffic infrastructure), traditional hospitality of people, existing travel agencies, existing tourism infrastructure, multiethnic character of the municipality, multicultural tradition and raising awareness of the main actors related to the benefit that tourism development brings to overall economic growth. Tourism in Tuzla municipality lacks market partnerships and promotion and roads between tourist destinations. There is also a low level of accompanied services and lack of highly-educated tourism experts. Citizens do not have raised awareness of tourism and ecology, receptive tourism promotion is poorly implemented, standards application in the filed of tourism is evidently inadequate and tourism-related infrastructure is used up and outdated in some parts of the municipality. Needs for tourism sector development in Tuzla municipality are as follows: preparation of the strategy for tourism development and promotion, finalization of tourism offer by defining tourism products that municipality will be recognized for, improvement of tourism marketing activities (promotional component in particular), improvement of quality of tourism services, preparation of guidelines and training for tourist guides, establishment of municipal travel agency, tourism sign-posts, participation in more cultural events and in tourist offices competitions at the regional and state level, raising citizens’ awareness of the importance of tourism, concern for tourist needs of children and youth and their involvement in tourism development and environmental protection activities (cleaning of wild and building of regional waste dump), preservation of cultural and natural heritage, supporting ideas on self-employment in tourism sector, improvement of the existing and development of new infrastructure and tourist destinations, improvement of

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hotel and accommodation capacities, building up infrastructure necessary for maintenance of thermal and mineral water springs, modernization of river banks and shores (lake Modrac). Challenges of development of tourism sector in Tuzla municipality are the following: improve tourism offer and diversify it by developing and improving promotion of various tourism segments: health, business, cultural, memorial and receptive tourism, eco-tourism, etc. define tourism brands in the main areas take advantage of geographical position of the municipality with the purpose of transit-tourism development and attracting investments improve cooperation with neighboring municipal/regional tourism markets finalize the process of privatization of tourism capacities ensure coordinated development of tourism sector in the whole municipality increase the sale of domestic tourism products and services in spite of competitive offer of neighboring municipalities/regions of BiH establish relations with various main tourism sectors from the region, for example, hunting and fishing (particularly in Posavina, as a single attraction), winter, summer, green and adventurous sports, mountain climbing) improve and intensify promotion of Tuzla tourism potentials at the regional and state level and on the foreign markets. increase the level of tourism entrepreneurship development with the aim to create more SMEs in the sector. get the access to donations for tourism development and use them appropriately raise people’s awareness of tourism importance create tourism offer based on the multiethnic and multicultural characteristics with the purpose of strengthening integration processes create tourism projects with partners outside municipal borders. 2.2.2. Areas of priority interventions Although a large number of natural resources, favorable climate conditions, geological and hydro potentials for health tourism and culturalhistorical heritage make a good base for sustainable tourism development, the analysis of capacities for tourism development and promotion specifies several areas where priority interventions should be taken in the upcoming eight-year period. Focusing the Guidelines on the areas of interventions is very important due to the concentration of human, financial and other inputs on the main factors that can, if adequately and timely aimed at right direction, produce good results. Since tourism in the previous period failed to be adequately represented in the overall municipal economy, the most intensified activities should be aimed at building up human and industrial capacities, which will make tourism offer of Tuzla municipality diversified and adequately promoted. Increasing tourism share in total GDP of the municipality will lead to the transformation of total

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economic structure. Besides continual involvement in the activities of BiH tourism sector, Tuzla municipality must follow tourism trends in the region of Western Balkan and Southeast Europe since BiH is a small-scale market. Therefore, Tuzla municipality should first attract domestic tourists, then Diaspora and finally foreign tourists. This includes utilizing existing resources and favorable geographical position for development and promotion of tourism products and services in the field of culture and heritage in general, exploring and using new possibilities for health tourism as well as for rural tourism, at the same time connecting tourism, agriculture and crafts. Citizens’ awareness of environmental problems and needs for preventing uncontrolled exploitation of natural resources should also be raised. Tourism development will contribute to the overall economic growth and the Guidelines are focused on numerous visible and less visible possibilities for new workplaces in urban and rural areas. In addition to this, it will also result in the reconstruction of the existing infrastructure, preservation of cultural-historical and industrial heritage, better protection of human environment and natural wealth and improvement of living standard of citizens in BiH. Therefore, the Guidelines are created in accordance with the existing Strategy of Tuzla municipality development.

3. SWOT ANALYSIS AND COMPARATIVE ADVANTAGES The aim of the SWOT analysis is to identify key factors: strengths, weaknesses, opportunities and threats, which affect the tourism development and promotion in Tuzla municipality, and to determine the effects of their interconnection. SWOT analysis represents the starting point for identification of main comparative advantages of Tuzla municipality for tourism development in relation to neighboring municipalities and municipalities from the Southeast Europe. Comparative advantages of Tuzla municipality are the base for creation and promotion of tourism offer: cultural-historical and natural-geologic heritage unique not only for BiH but also for the region of the Southeast Europe. The main strategic orientation and two main tourism segments that will be framework for sustainable development and overall economic growth were identified by combining the effects of the factors in SWOT matrix.

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3.1. SWOT Analysis Components Key strengths carbonated and thermal water springs (salt, sulfurous, carbonated) adequate for strengthening thermal-recreational tourism capacities outstanding archeological and geological heritage valuable historical, religious and cultural monuments positive image of open and multicultural town favorable geographical position comparing to other tourism destinations in the region and wider traditional hospitality of people List of strengths for tourism development: Panonsko Lake with archelogical part and Geologic Museum of Pannonian sea; One of the biggest and oldest lake-dwelling communities from the Neolithic period (early Stone-Age), discovered in the center of townhistorical part, with the continuity of living and exploitation of salt until present day; Neolithic settlement found in the area of Gornja Tuzla; Kicelj, in the vicinity of the historical core of the town, with the earlymiddle-age necropolis and remains of Slavic sod-house dwelling; Gradovrh, or Town on the Top found in the town settlement of Solina with the remains of the Bronze Age and those left by Celts, Illyrians, Romans and Slavs that settled in the area, where also the Franciscan monastery49 was built in the Middle Age, has a possibility of religious tourism,; Krešića Gradina (hill-fort), in Par Village, with the hill-fort that existed from the Metal Age until the arrival of Ottoman Empire; Few very important standing tomb-stones; Remnants of Ottomans’ architecture, imbued with Bosnian and local spirit, as sacred buildings-mosques (Bijela mosque in Gornja Tuzla, Džindićka, Poljska or Turalibegova Mosque, Ćaršijska, Jalska ili Djevojačka Mosque, Atik or Behram Bey’s and Mejdanska Mosque), Gateway on the square as the remnant of the Behram-begove Madrasah, Hastashana – hospital in Strma street (the second oldest hospital), old Bosnian house of Bogumlić family in Gornja Tuzla (one of the three left), old castle, i.e. Powder-factory on the Gradina which is the only remnant of the Ottoman fortification architecture. Museum and tourist complex Soni Trg; Old building of Salt Factory from 1885 – Salt Production Museum; remains of the Austro-Hungarian architecture (most of them destroyed due to the sinking process but many buildings still exist in the historical core of the town); Orthodox Church with the Bishop’s Palace; 49

The monastery existed until the arrival of the Ottomans.

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Chapel of Our Lady of Lipnica in Srednja Lipnica Jewish cemetery on the Bukovčić hill; Memorial complex on Slana Banja; Wells for taking out salt on the Borić hill with the salt factory on trial; Pithead of the Coal Mine Kreka, located in Moluhe behind the Institute of Mining can be turned into the Museum of mining; Remnant of the pit of Salt Mine Tušanj that can be partly turned into memorial and the biggest part of the infrastructure, head office with the park, can be turned into thermal resort; Monuments built for coal miners of Husinska Buna and sculptures of Ismet Mujezinović and Meša Selimović literary meetings „Cum grano salis“ art colony Breške International Gallery of Portraits The Museum of Eastern Bosnia Public Theatre and Theatre meetings Positive image of multicultural town International Airport Tuzla Tuzla is the administrative, cultural, health and university center of the Canton and region NE BiH Sports tradition Lake Modrac human resources (skilled labor force, that is, young and educated personnel) active tourism associations and agencies existing tourism infrastructure ( hotels, spas, etc.) compatibility and synergy with other economy sectors (SMEs, agriculture, trades) etc. Key weaknesses institutional capacities insufficiently developed human resources poorly educated in the field of tourism inadequately built traffic and supporting infrastructure insufficiently developed accompanied activities and services inadequate accommodation (there are no hostels and “ bed & breakfast” accommodation) low level of citizens’ awareness concerning environmental protection small number of activities related to promotion of tourism capacities of Tuzla (lack of a complete promotional package – promotion and advertising, public events and festivals, visual presentation and similar) non-application of tourism standards non-existence of partnerships and common market availability Additional weaknesses for tourism development are as follows: low citizens’ (potential entrepreneurs) awareness of opportunities that tourism offers when it comes to independent business set-up, i.e. entrepreneurship (services, accommodation, handcrafts and similar.)

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insufficient funds for arrangement of parks, flower alleys, bicycle tracks and similar. Non-existence of database (list of accommodation that is standardized and utilizable for tourism, etc) Non-existence of promotional activities directed to raising citizens’ awareness of tourism being potential and an opportunity fro business and entrepreneurship development Institutional capacities at the local level are insufficiently developed to implement the Strategy for tourism development and promotion Lack of info-centers for tourists, professional tourists guides and other promotional activities small investments in the research non-existence of tourism sign-posts citizens are not familiar with the tourism offer inadequate town stadium lack of regulations and low implementation of the regulations in the field of environmental protection Key opportunities making potentials for thermal-health tourism recognized at the regional level constructing fast roads Tuzla-Orašje and Tuzla-Sarajevo taking advantage of positive image of Tuzla in the region and internal potentials with the purpose of creating specific tourism product putting International Airport in Tuzla in operation modernizing railway traffic accessing EU fond Additional opportunities for tourism development are numerous, such as: taking advantage of geographical position for transit tourism development building up promotional activities at the local market and wider increasing launch of domestic products and services attracting donors and foreign investors for tourism development development of various tourism segments – winter, summer, health, adventurous (interesting, mainly sports, activities), business, congress, etc. identifying key products and services related to hunting, fishing, mountain climbing, health and rural tourism, ecology projects, etc. improving cooperation with tourism market in the region and wider increasing level of tourism entrepreneurship so as to initiate starting new SMEs in that sector establishing cooperation between existing tourism actors and building up new capacities for tourism development Key threats inadequate stimulation policy by highest levels of governments concerning foreign investments in tourism non-existence of new and standardized Law on tourism at the state level (in order to develop rural/family tourism) STRATEGIC GUIDELINES FOR DEVELOPMENT AND PROMOTION OF TOURISM IN THE MUNICIPALITY OF TUZLA

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inadequate employment policy in tourism sector tourism development undefined legislatively and institutionally at the local level (competences for tourism development at the cantonal and federal level that are necessary to be brought back at the municipal/local level) tourism-related projects fail to be included in the cantonal budget Threats for tourism development are also numerous: there is no legal or institutional framework for tourism development so there are no clear guidelines and budget intended for this field lack of framework standards for tourism unstable political environment positive trends of tourism development in neighboring countries/regions low investments of BiH government in tourism uncontrolled and fragmented town-planning and supervision risks of terrorism negatively influence world tourism non-adopted macroeconomic policy of BiH in the field of tourism uncontrolled use of natural resources and inadequate concern for environmental protection inefficient performance of the institutions that take part in the procedure necessary for setting up SMEs

3.2. SWOT Matrix The following development orientation, i.e. the scenario of interventions in the field of tourism, for the upcoming eight-year period has been established by combining the effects that 4 key factors have on tourism development: Strengths – opportunities empowering human resources (provide professional training of tourism personnel in the field of culture and catering) institutional strengthening of the existing organizations take advantage of the town image since it has cultural-historical and natural heritage for thermal-recreational tourism and enhance Tuzla’s reputation as an attractive tourist destination in the region and wider because it has always been known only as industrial-mining center Weaknesses-threats improvement of database on tourism capacities with the aim to include tourism in the cantonal budget Weaknesses-opportunities development of the capacities for utilization of potentials for thermal tourism education of human resources in the field of tourism and project cycle management (PCM-a) in order to enable the access to EU fond development of promotional activities aimed at citizens and tourists development of incentive system (model of subsidizing tourism potentials) introduction of tourism sign-posts

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Strengths and threats strengthening of institutional capacities and legal regulations

3.3. Comparative advantages and Strategic orientation SWOT analysis of the factors of tourism development and promotion has contributed to the recognition of comparative advantages of Tuzla municipality and the strategic orientation that should be followed in order to ensure development and utilization of strategic tourism potentials that this municipality possesses. The Guidelines recommend the creation of attractive tourism offer based on the following key comparative advantages: Geologic heritage (rock salt stock and springs of mineral salt water) Capacities for health and recreational tourism (complex “Pannonica”, complex „Slana banja“, complex Majevica with favorable climate conditions, Park Ilinčica, etc.) Historical and cultural heritage (Archeological park – prehistoric lakedwelling community, The Museum of Eastern Bosnia, Old part of town, Domed burial site in Gornja Tuzla, the house of SaračevićaHadžimehmedovića, etc.) Specific industrial heritage based on salt production and similar (complex of salt wells, Soni Trg, Museum of Salt production , old Salt factory, black and white mining, old building of Brewery) Favorable geo-strategic position Research and innovation potentials Positive image of tolerant and multicultural town (for which is Tuzla world-wide famous) Considering previously mentioned factors and conclusions of situation analysis and SWOT analysis done for the tourism sector, Tuzla municipality is facing the following challenges in the process of tourism development and promotion: optimal use of natural, cultural-historical and industrial resources as well as traditional and environmental values for tourism development as starting point for stable economic growth that will correspondingly expand to rural areas and include agro tourism; preservation and maintenance of historic and cultural heritage as well as natural complexes (in order to increase their economic values and support sustainable environmental-orientated tourism activities); providing healthy environment for citizens and visitors through adequate resource planning, promoting acceptable technologies and new alternative energy sources and introducing new water and waste management systems; Facing these challenges is also strategic orientation of tourism development and promotion in Tuzla municipality. The essence of this orientation is in the use of natural potentials and specific cultural-historical identity that Tuzla has been STRATEGIC GUIDELINES FOR DEVELOPMENT AND PROMOTION OF TOURISM IN THE MUNICIPALITY OF TUZLA

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cherishing for ages. Considering the fact that human resources and institutional capacities have been poorly developed due to the traditional industrial heritage, Tuzla must invest in both people/infrastructure and in institutions that are necessary for optimal use of natural, cultural, archeological and historical potentials and thus change its image from a mining and chemical industry center to an attractive tourist destination.

4. STRATEGIC DEVELOPMENT FRAMEWORK 4.1. Vision The vision of the Strategic Guidelines for development and promotion of tourism in the municipality of Tuzla has derived from an analysis of the current situation and on the identified development potentials, with the aim to ensure sustainable development of tourism over the next 15 years. The Vision is based on a new development philosophy and it places the emphasis on a balanced development of tourism sector, human resources and institutional capacities. It is a common vision embraced by all those who participated in design of this Strategic Paper, and it reads as follows:

Tuzla: the city of several millennia, health, culture, knowledge and tolerance – a unique tourism destination in the South-East Europe. In order to reach and realize this vision, the municipality of Tuzla will strengthen traditional types of tourism by adding new knowledge, experience and technologies. By taking advantage of its geographical and strategic position, the Municipality will develop infrastructure to ensure inter-linkages for tourism and exchange of know-how with other local communities in BiH and throughout the EU, which have based their development strategies on transformation from strictly industrial into modern tourism-based towns. Tourism will be developed in environment-friendly manner, based on natural resources, existing infrastructure, as well as on historical and cultural heritage. Human resources will be utilized in such way so as to ensure high employment rate in this industrial sector.

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Tourism development vision in the municipality of Tuzla is dependent on ensuring the following preconditions (values): optimal utilization of natural resources; preservation of natural sites and cultural identity; effective application of innovative solutions in tourism, with the support of local talents and capacities for science and research; well-developed and export-oriented tourism offer; well-developed tourism infrastructure; transport-related in particular; well-developed educational system and high employment rate; tourism development based on the principle of sustainable economic development (environmental monitoring system, infrastructure for recycling of waste materials); community-based consensus through strong inter-sectoral cooperation between private, public and non-governmental sectors. The proposed main slogan for the development and promotion of tourism in Tuzla reads as follows:

Tuzla: with a grain of salt towards plentitude of health comfort, and challenge. Activities of all of the projects defined in this Strategic Paper will be realized according to the following key principles: Partnership – creation of a strong partnership on a local level, which will include public bodies, private sector, and local NGOs will be one of the key principles of the municipality of Tuzla for the development and promotion of tourism, which is also a guiding principle of this Strategic Paper. Local Ownership – local actors will be included in preparation and implementation of plans and policies, and tourism-related projects in particular. Cooperation – Strategic Guidelines will promote the good will of actors in the municipality of Tuzla so as to encourage good cooperation and partnership with other BiH municipalities, South-East European countries and the EU, with the aim of achieving progress through an exchange of knowledge and best practices. Sustainability – the actors who took part in the design of this Paper have invested efforts to have this Strategic Paper include programs and projects with long-term sustainable economic and social effects. Quality – the need to achieve the highest quality standards will be emphasized throughout the implementation of the activities defined in this Paper.

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Integration and Coordination – the activities outlined in this Paper will be integrated and will complement the goals and objectives of other municipal, cantonal, regional, national and European policies and programs. Innovation – development and promotion of new ways o management of the needs of the municipality of Tuzla in the sector of tourism are incorporated in all activities defined in this Paper. Promotion of equal opportunity and inclusion – each group of stakeholders will be included and will benefit from the development and promotion of tourism in the municipality of Tuzla, and all groups of stakeholders will be invited and encouraged to participate in this process. The Strategic Guidelines promote equal opportunity for all within the identified priorities. Tolerance – The Strategic Guidelines will insist on promotion of positive relationships among people of different religious beliefs, political affiliation, ethnical or racial background.

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4.2. The Scheme of Strategic Development Framework STRATEGIC GUIDELINES FOR DEVELOPMENT AND PROMOTION OF TOURISM IN THE MUNICIPALITY OF TUZLA VISION: Tuzla: the city of several millennia, health, culture, knowledge and tolerance – a unique tourism destination in the South-East Europe Priority Objectives

1.1. Welldeveloped and widely recognized tourism brand of the municipality of Tuzla

1. Well-developed and promoted tourism potentials and a unique image with the focus on cultural and health-related tourism

Strategic Goal

Measures

Projects

1.1.1. Strengthening of marketing capacities of the tourism sector

1.1.1.1. Education of key actors in the field of tourism marketing 1.1.1.2. A Study on the state of tourism-related resources in the territory of Tuzla Municipality 1.1.1.3. Development of a database of tourism-related resources in the municipality of Tuzla 1.1.1.4. Development of Marketing Plan for development of tourism in the municipality of Tuzla 1.1.1.5. Development of promotional materials (brochures, guide books, calendars, souvenirs) aimed at promotion of tourism 1.1.1.6. Mobilization and education of existing tourism agencies for development and marketing of receptive/private tourism

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1.2. Turnover in the sector of tourism increased due to improved attractiveness of tourism offer

1.1.2.Development of tourism brand based on cultural and health-related tourism

1.1.2.1. Education of key actors in the field of branding of tourism products 1.1.2.2. Development of key brands for tourism offer of Tuzla 1.1.2.3. Preparation and publishing of a Study on the continuity of living through various historical periods in the territory of Tuzla with the accent on the period of Neolith 1.1.2.4. Design of tourism-related promotional logo and slogan for the tourism offer of Tuzla

1.2.1.Design of a diversified tourism offer and extension of tourism high season

1.2.1.1. Construction and arrangement of sports and recreation complex «Ilinčica» 1.2.1.2. Creation of tourism kit with cultural-historical content 1.2.1.3. Establishment of the City Museum within the Panonnica Complex 1.2.1.4. Introduction of tourism events in the Panonnica Complex during the winter season 1.2.1.5. Improvement of the Salt production Museum in Tuzla 1.2.1.6. Improvement of the work of galleries and museums in Tuzla 1.2.1.7. Initiation of production of autochthonous souvenirs and networking of producers of souvenirs and traditional products 1.2.1.8. Development and marketing of a complete offer for weekend-tourism 1.2.1.9. Affirmation of sports and recreation on water – “Games Without Limits” at the Panonnica Lake 1.2.1.10. Start-up of new ones and promotion of the existing festivals at the Panonnica Complex: Festival of autochthonous products Festival of traditional cuisine from Tuzla area Festival of wine and traditional music Panonnian Music Fest- festival of pop-rock and folk music in a form of a competition and with the idea to create songs about Tuzla Festival of NGOs active in the field of people’s art and crafts 1.2.1.11. Organization of summers schools, camps, artistic galleries for end-users (schools, NGOs, environmental organizations and movements, artists, citizens) 1.2.1.12. Development of event /congress tourism 1.2.1.13. Design of complementing events and content of business tourism to accompany the International Business Fair “Promo” and other business events

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1.2.2. Coordinated and continuous preservation of cultural, historical and traditional heritage

1.2.2.1. Protection and renewal of building s and monuments of cultural-historical heritage (priority: historical nucleus of the town and Powder Plant “Barutana” at the Gradina Hill. 1.2.2.2. Purchase and renovation of the Bogunlići’s House in Gornja Tuzla into an ethnology museum as an organizational unit of the East Bosnia Museum in Tuzla 1.2.2.3. Placing the old Slat Plant under the protection of the UNESCO (collection and preparation fo documents is ongoing) 1.2.2.4. Renewal of the old Fortress in Gornja Tuzla 1.2.2.5. Construction of a Viewing Site at the hill of Kicelj with reconstructed part of necropolis and sod houses. 1.2.2.6. Renewal and development of traditional cultural events (musical, painting, literary, theaterrelated, cinematographic, etc.) 1.2.2.7. Design and promotion of authentic Tuzla legends and stories as a tourism product

1.2.3. Improvement of quality of tourism products

1.2.3.1. Offering “one stop shop” online information for tourists 1.2.3.2. Education of managers in existing tourist operators 1.2.3.3. Improvement of gastronomy offer with the focus on national cuisine 1.2.3.4. Standardization of existing accommodation capacities 1.2.3.5. Development of maps of tourism destinations 1.2.3.6. Mobilization of stakeholders for increasing the quality of existing accommodation capacities (by organizing round tables an conferences and by the use of promotional material and activities) 1.2.3.7. Rehabilitation and improvement of tourism-related infrastructure (especially that related to health, winter and agri-tourism)

1.2.4. Building the capacities for receptive tourism (to include accommodation capacities)

1.2.4.1. Development of recreational-entertainment events at the Panonnica Lake (children’s playground, water sliding boards, bungee trampoline, trim pathways, horticultural arrangement of the Complex, procurement of beach equipment, etc.) 1.2.4.2. Construction of infrastructure at the Panonnica Lake (entry gates, paving the central parking lot, construction of additional sanitary facilities, construction of bungalows, construction of an indoor restaurant, procurement of equipment for skating yard) 1.2.4.3. Construction of children’s camp next to the Panonnica Lake

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1.3. Traffic related and other complementary infrastructure in the territory of the municipality follows the expansion of utilization of tourism potentials

1.2.5.Providing strong support to the development of rural tourism

1.2.5.1. Analysis of the general state and the level of development of tourism offer in villages and development of a Feasibility Study for the development of rural tourism 1.2.5.2. Education of population and attracting them to participate in the development of rural tourism (standards, hospitality, traditional crafts, autochthonous agricultural and gastronomy offer, etc.) 1.2.5.3. Creation of the list of autochthonous products 1.2.5.4. Promotion of the offer in rural areas (by organizing various cultural and entertaining events which will include promotion of the offer, preparation of the program for promotion of rural areas) 1.2.5.5. Initiating development of accommodation capacities for rural tourism 1.2.5.6. Selection, reconstruction and activation of ethno Bosnian village in the mountainous area of the municipality 1.2.5.7. Construction of trim pathways and pathways for mountainous cycling in the hilly areas of the municipality

1.3.1. Insurance of an undisturbed access to the town (from both eastern and western side)

1.3.1.1. Reconstruction of the Šićki Brod junction 1.3.1.2. Continuation of construction of the south highway Ši Selo – Slavinovići – Simin Han 1.3.1.3. Construction of a by-pass road: highway Šićki Brod – Husino – Ilinčica – Čaklovići tunnel

1.3.2. Paving the access roads to tourism destinations

1.3.2.1. Reconstruction of the road to Ilinčica 1.3.2.2. Reconstruction of the road to Majevica 1.3.2.3. Reconstruction of the road to Kiseljak/Modrac Lake

1.3.3. Improvement of accessibility of tourism destinations

1.3.3.1. Development of tourist sign-posts and signposting the main sites of cultural-historical heritage 1.3.3.2. Construction of info-points at the busiest sites in town (bus and railway station, Sport Center “Mejdan”, University, the City Hall, Korzo, etc.) 1.3.3.3. Construction of a cable car/gondola lift to the hill of Ilinčica 1.3.3.4. Construction of a cable car/gondola lift from Tuzla to the Clinical Center 1.3.3.5. Organization of panoramic roundtrip and sight-seeing of tourist destinations by the use of a city tour bus

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1.4. Well-developed comprehensive tourism-spa offer 2.1. Professi onals engaged and network ed into the municip ality's tourism

2. Valuable human resources engaged in the sector of tourism

1.3.4. Development of urban mobiliaria and of horticultural arrangement of the town

1.3.4.1. Construction and rehabilitation of garages and parking lots at key tourist destinations 1.3.4.2. Arrangement of the Modrac Lake shore 1.3.4.3. Arrangement of the Jala river banks 1.3.4.4. Construction and arrangement of sports terrains and playgrounds for the youth 1.3.4.5. Arrangement of pedestrian and cycling tracks along the riverside of Jala (Slavinovići - Kreka) 1.3.4.6. Installation of city lights around the key tourist sites (Ilinčica, Gornja Tuzla, etc.) 1.3.4.7. Arrangement of city parks 1.3.4.8. Reconstruction of city squares

1.4.1. Completion of the privatization of existing accommodation capacities carried out and completed in a highquality manner

1.4.1.1. Initiating and lobbying for completion of the privatization process of accommodation capacities so as to be in function of tourism development

1.4.2. Insurance of more favorable u urban-spatial conditions for the growth of tourism

1.4.2.1. Modification of master urban and spatial plan for the purpose of utilization of tourist potentials (especially in part related to sites that could be construction sites for spas and recreational centers as well as larger accommodations capacities) 1.4.2.2. Editing the master urban and spatial plan so that it focuses on preservation of natural landscapes and sites

1.4.3. Improvement of existing and construction of new accommodation capacities (with the focus on health and wellness tourism)

1.4.3.1. Development of standardized private accommodation facilities in households 1.4.3.2. Construction of new accommodation facilities in the vicinity of spas and recreation centers

1.4.4.Construction of healthrecreation centers with the focus on spa-based health care centers

1.4.4.1. Feasibility Study for the use of thermal and mineral waters 1.4.4.2. Revitalization of existing spa resorts (Slana banja) 1.4.4.3. Construction of new spa resorts (potential utilization of the “Tuzla” Hotel, construction of brand new resorts, etc.) 1.4.4.4. Construction of salty waterfalls at the Panonnica Lake (inhalation center) 1.4.4.5. Construction of the Center for health-recreation tourism – at the Panonnica Lake 1.4.4.6. Building the capacities for wellness tourism

2.1.1. Education for professionals in 2.1.1.1. Organization of educational activities for professionals active in the sector of tourism 2.1.1.2. Promotion of the achieved results and popularization of the need for education of the sector of tourism

professionals active in the sector of tourism through specialized activities of public events and campaigns

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2.3. Established strong and functional cooperation between scientific-educational institutions and stakeholders of the tourism sector

2.2. The citizens of Tuzla municipality mobilized for active participation in tourism development

2.1.2. Inclusion of experts in design 2.1.2.1. Engagement of an experts’ team for development of specialized education programs for professionals active in the sector of tourism and implementation of 2.1.2.2. Inclusion of experts in development of project proposals and in their implementation development projects 2.1.3. Inclusion of professionals and tourism workers in complementary lines of business into various kinds of cooperation within Tuzla and wider

2.1.3.1. Strengthening of public-private-partnership in the sector of tourism in Tuzla municipality 2.1.3.2. Identification and engagement of actors for partnership in the realization of regional tourism projects (The road of Salt, North-East BiH Tourism Development Strategy, “3J” – Journey, Junction, Job, Tourism Sign-Post in NE BiH, Promotion of tourism offer of the Modrac Lake for navigation and water sports, etc.) 2.1.3.3. Connection of tourism destinations of a wider area: Lipnica- Kalesija – Srebrenik – Gradačac 2.1.3.4. Active inclusion of representatives of tourism department of Tuzla Municipality into regional associations (eg. Dunav-Drava-Tisa Region, etc.) and into the tourism cluster in BiH

2.2.1. Education of citizens in the field of tourism

2.2.1.1. Engagement of experts for the development of specialized tourism-related educational programs for citizens 2.2.1.2. Organization of various educational and promotional activities for attracting citizens (introduction to development potentials of tourism, environment protection, “good hosts”, etc.) 2.2.1.3. Promotion of the achieved results and popularization of needs for education of all stakeholders through specialized campaigns, media activities and public events

2.2.2. Affirmation of social engineering

2.2.2.1. Education of preschool and elementary school level children – building up the feeling of belonging to their homeland 2.2.2.2. Development and publication of audio and video materials, printed adds “good hostsuccessful tourism” 2.2.2.3. Organization of competition for school students and young people with the subject environmental and tourism awareness 2.2.2.4. Organization of competition for young entrepreneurs with the subject: business plans in tourism sector

2.3.1. Systematic approach to improvement of labor market in tourism and in complementary sectors

2.3.1.1. Linking all of the relevant stakeholders in the sector of tourism with the Employment Bureau and educational institutions that educate labor for promotion and development of tourism in the municipality of Tuzla

2.3.2. Development and utilization of innovative tourism products

2.3.2.1. Support and affirmation of creative industry and their efforts to raise the quality of tourism offer 2.3.2.2. Designing the content of tourism packages for the youth 2.3.2.3. Development of a database of tourism possibilities in Tuzla municipality

2.3.3.Building up the absorption capacities of the stakeholders in

2.3.3.1. Establishment of the Center for education of development stakeholders in the municipality of Tuzla (with the focus on tourism sector)

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3.1.1. Networking of all tourism stakeholders

3.1.1.1. Printing a Newsletter of tourism for all those who have competences for tourism development (the Municipality, relevant ministries, tourism associations, hotels, etc.) 3.1.1.2. Designing brochures of compatible and complementary cultural attractions 3.1.1.3. Organization of exhibition-fair event for traditional products, artistic crafts, production crafts, and food producers

3.1.2. Building up the capacities for promotion of tourism

3.1.2.1. Design of the main tourism profile of the Tuzla municipality, including promotional materials and website (online promotion) 3.1.2.2. Development of a registry and catalogue of monuments of cultural-historical heritage 3.1.2.3. Inclusion of printed and electronic media into promotion of tourism capacities through educational-documentary programs and promotional campaigns 3.1.2.4. Establishment and strengthening of tourism offices and expansion of their scope of work 3.1.2.5. Promotion of Tuzla’s tourism potentials and products at various fairs

3.2. Increased investments in the sector of tourism through a system of stimulating measures

3.2.1.Development of financial and other support measures

3.2.1.1. Incentives for “bed and breakfast” accommodation capacities in households 3.2.1.2. Incentives for young people and startups in tourism industry

3.2.2. Attraction and encouragement of domestic and foreign investment in tourism

3.2.2.1. Stimulating measures for investment in services and production that are complementary to tourism 3.2.2.2. Design of a Guide for potential investors in tourism offer of the town 3.2.2.3. Development of Investment Studies and Feasibility Studies for key facilities/sites of tourism offer 3.2.2.4. Organization of conferences and presentations for domestic and foreign investors

3.3.1. Creation of conditions for establishment of institutions at the municipal level that will be responsible for tourism

3.3.1.1. Initiating and lobbying for return of tourism-related authorities to the level of town/municipality 3.3.1.2. Establishment and strengthening of institutions for protection such as Department for protection and usage of cultural-historical heritage 3.3.1.3. Establishment of tourism association at the level of municipality Tuzla with necessary human and material resources

3.3.2. Involvement of private sector through institutions for support of tourism

3.3.2.1. Forming the municipal tourism cluster (based on the results of the Study on the state of tourism resorts in Tuzla municipality)

3.3.3. Affirmation of existing institutions that are involved in

3.3.3.1. Establishment of a group of tourist guides with clearly defined and organized plan of visits for different types of tourists and visitors

3.1. Improved promotion of tourism capacities and services and increased level of information disseminated

2.3.3.2. Inclusion of tourism development stakeholders into European and other international professional organizations and associations – adoption of international standards and best practices

3.3. Established and interlinked adequate institutions for development of tourism at the level of Tuzla municipality

3. Well-developed institutional capacities and system of incentives in the tourism sector

tourism sector for their easier access to the EU pre-structural funds and the funds of other donors

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the development of tourism

3.3.3.2. Design of specialized programs of visits to tourism facilities/sites in Tuzla municipality (sparecreation tourism, geological and archeological heritage, industrial heritage, cultural tradition and multicultural aspect of living)

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4.3. Strategic Goals and Priority Objectives, Development Measures and Prrojects The tourism sector is neither traditional nor one of the well-developed industrial sectors in the municipality of Tuzla. However it does provide significant possibilities for income generation from both foreign and domestic sources. The possibilities of Tuzla municipality that are most promising for a short-term development of tourism markets mostly lie with tourism based on natural and cultural heritage. Therefore the main focus is placed on these two particular types of tourism: cultural50 and health-related. Development Framework for the next eight-year-period does not exclude positive progress made in other types of tourism, thus ensuring balanced development and utilization of most significant potentials of the municipality. However, efficient utilization of this potential requires a strong and coordinated marketing policy, availability, widely spread modern accommodation capacities, environment protection, and a growth in the level of skills of workers in the sector of tourism. In the process of realization of the defined vision for the 15 year period the first step for the municipality of Tuzla will be to use the methodological framework and define strategic goals which, in the next eight-year-period (2008-2015), once realized will contribute to becoming closer to the defined vision. What should follow is a development and implementation of strategic documents for the future eight-year-period of development (2015-2023), which will ensure adequate updating51 and appreciation of development circumstances which at the time will have a determining impact on the tourism sector in Tuzla municipality. At latest after that development timeframe, the defined vision should be achieved. According to the identified comparative advantages, and in line with the strategic orientations generated from the SWOT analysis, three strategic goals have been identified and they represent a detailed development framework whose implementation will contribute to the realization of the vision for development of tourism sector in Tuzla municipality. These strategic goals are as follows:

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Cultural tourism is referred to as a tourism of special interest and is defined as: visits of persons who live their own place of living due to their interest for history, arts, heritage or living style of certain localities, regions, groups or institutions. In this context, the culture includes both concrete, so called tangible culture, for instance: museums, galleries, concerts, theaters, monuments, and historical sites, but also the intangible culture such as customs and tradition. 51 Strategic Guidelines should be observed as a dynamic, “open”, development paper which will have to be adjusted to the changes in the environment and in the municipality during the 20082015 period, with the aim to contribute to resolving of key tourism-related development issues, and thus to the development of entire Tuzla economy. STRATEGIC GUIDELINES FOR DEVELOPMENT AND PROMOTION OF TOURISM IN THE MUNICIPALITY OF TUZLA

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1. Well-developed and promoted tourism potentials and a unique image with the focus on cultural and health-related tourism 2.. Valuable human resources engaged in the sector of tourism 3. Well-developed institutional capacities and system of incentives in the tourism sector

1. Strategic Goal: Well-developed and promoted tourism potentials and a unique image with the focus on cultural and health-related tourism Tuzla has excellent natural potentials, cultural and historical52 heritage, as positive factors for the development of tourism, especially for cultural and spa-recreational tourism. Systematic and planned approach to their development and promotion in function of tourism development is the main precondition for a change of the city’s image from industrial-mining town into a tourism center with recognizable and unique image. For that purpose, the municipality of Tuzla and all stakeholders should take advantage of all available tourism potentials with a strong focus on those that make Tuzla specific and accordingly attractive for tourists. Through such an approach to products marketing, the following can be achieved: • designing of a competitive tourism product • coordination between agencies, owners of accommodation capacities and tourism associations • increased usage of natural, cultural and historical potentials • increased usage of accommodation capacities • definition of directions in which tourism should be developed with observance of market needs. As a way to achieve this strategic goal, some priorities for the next eight-yearperiod have been outlined as follows: Tourism brand of Tuzla municipality developed and recognizable Turnover in the sector of tourism increased due to improved attractiveness of tourism offer Traffic-related and other complementary infrastructure in the territory of the municipality follows the expansion of tourism potentials’ utilization 52

To include industrial as well which, involves the very first sites that have been awarded status of BiH national monument STRATEGIC GUIDELINES FOR DEVELOPMENT AND PROMOTION OF TOURISM IN THE MUNICIPALITY OF TUZLA

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Well-developed comprehensive tourism-spa offer Although these priorities may seem too ambitious at the first glance, realistically they can be achieved in the next eight-year period of the development scenario (presented in detail in sections to come) is consistently implemented. In support of this strategic goal it is worth noting that besides trade the sector of tourism together with services) records the biggest postwar growth in terms of newly registered businesses and employees in the economic region of NE BiH.

1.1. Priority Objective: Tourism brand of the Municipality of Tuzla well developed and recognizable SO far the Municipality of Tuzla did not have an adequate level of utilization of its tourism potentials and accordingly no tourism brand has been developed so that it is known as an attractive travel destination. This is greatly due to the fact that for decades Tuzla has had a dominating presence of heavy industry (chemical in particular), which in the time of the Former Yugoslavia made Tuzla bear a reputation of an industrial town. The most promising possibilities for the growth of tourism market in a shortterm period lie with the niche tourism that is based on natural and cultural values. However, the utilization of this potential requires a strong marketing policy, widespread modern accommodation capacities, environment protection, as well as an increased level of skills among the tourism entrepreneurs and workers. Therefore, parallel to the utilization of potentials for tourism growth, it is necessary to invest great efforts into precise and systematic defining of the brand (eg. “cultural”, “health-related”, or “health-recreational” tourism, etc.). Once developed the brand should be followed by promotion of its key values. Only through cooperation of all stakeholders of tourism it is possible to have the image of Tuzla changed in the next eight-year period and shift it from and industrial center into a well-known travel destination in the South-East Europe. Key measures that need to be realized for this priority to be achieved are as follows: Strengthening of marketing capacities in the sector of tourism Development of a tourism-related brand based on cultural and health tourism 1.1.1. Measure: Strengthening of marketing capacities in the sector of tourism Promotion and distribution of the Tuzla tourism-related brand has not been approached to in a systematic way, which presents a problem to tourism actors STRATEGIC GUIDELINES FOR DEVELOPMENT AND PROMOTION OF TOURISM IN THE MUNICIPALITY OF TUZLA

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and it thus provides only limited effects and partial solutions. This Measure will contribute to activities that will support the promotion and distribution of the tourism-related brand. It should be done parallel to the definition and creation of products, which means it needs to be based on modern ways and approach that market economy dictates. Lack of information is one of thee most significant obstacles to economic development, while without information it is impossible to plan and implement this very activity, especially in the long-term perspective. In order to improve this situation it is necessary to develop and introduce a specialized and modern information system at the level of municipality, which will serve for exchange of information between stakeholders of tourism growth, and will also serve the promotion of tourism in the municipality. Projects that will ensure the realization of this Measure in the next eight years are: 1.1.1.1. Education of key actors in the field of tourism marketing 1.1.1.2. A Study on the state of tourism-related resources in the territory of Tuzla Municipality 1.1.1.3. Development of a database of tourism-related resources in the municipality of Tuzla 1.1.1.4. Development of Marketing Plan for development of tourism in the municipality of Tuzla 1.1.1.5. Development of promotional materials (brochures, guide books, calendars, souvenirs) aimed at promotion of tourism 1.1.1.6. Mobilization and education of existing tourism agencies for development and marketing of receptive/private tourism

1.1.2. Measure: Development of a tourism-related brand based on cultural and health tourism Through a “unique selling point” (USP) approach it is necessary to filter all the possibilities that will not only support the existing tourism offer, but will also seek unusual and visible attractions in the municipality. This will contribute to the “filtering” of the municipality in comparison to its competition and thus ensure access to markets or target groups. Once the USP is defined in the municipality and the list of potential tourism brands is created, it is necessary to develop plans for the process of branding having in mind all the specific features of both the brands and the territory. Prior to the very creation of brands it is necessary to carry out a thorough analysis of products and then a selection of goals we wish to achieve. For further development and growth it is of crucial importance to ensure and maintain continuity in the quality of products, while the process itself might last for years. In order to achieve all this, significant investments in marketing are

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called for as well as for sale and distribution so as to achieve a more intensified presence of products at markets53. Projects that will ensure realization of this Measure in the next eight years are: 1.1.2.1. Education of key actors in the field of branding of tourism products 1.1.2.2. Development of key brands for tourism offer of Tuzla 1.1.2.3. Preparation and publishing of a Study on the continuity of living through various historical periods in the territory of Tuzla with the accent on the period of Neolith 1.1.2.4. Design of tourism-related promotional logo and slogan for the tourism offer of Tuzla

1.2. Priority Objective: Turnover in the sector of tourism increased due to improved attractiveness of tourism offer For a competitive tourism product it is necessary to have it continuously developed according to the needs of the market, which is possible only with a permanent increase of quality of individual segments of the product. In other words it is necessary to develop a product that will have a high quality in terms of attractiveness, comfort, availability and uniqueness. This priority objective will be realized through the following measures: Design of a diversified tourism offer and extension of tourism high season Coordinated and continuous preservation of cultural, historical and traditional heritage Improvement of the quality of tourism products Building the capacities for receptive tourism (to include accommodation capacities) Providing strong support to the development of rural tourism 1.2.1. Measure: Design of a diversified tourism offer and extension of tourism high season Due to the fact that toursim in Tuzla flourished after the construction and four years of active work of the Panonnica Lake, it is clear that the Lake is a driving force in tourism development as well as in the development of complementary industries for which it is the key for increased tourism turnover. Tehrefore this Strategic Paper supports projects related to the Panonnica Lake (in order to achieve world water parks’ standards) in the next eight years, and which will complete and finalize the idea of the Panonnica Lake being a top-class travel 53

It is necessary ot conduct numerous reserach activities and market tests so as to ensure that developembt of products is in line with the market trends. Consultants and/or specialized branding agencies will be used for the aforementioned activities.

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destination. It is necessary to improve and enrich the Tuzla By Night offer (restautrants, clubs, cultural events). This measure will be realized in the next eight years through the following development projects: 1.2.1.1. Construction and arrangement of sports and recreation complex «Ilinčica» 1.2.1.2. Creation of tourism kit with cultural-historical content 1.2.1.3. Establishment of the City Museum within the Panonnica Complex 1.2.1.4. Introduction of tourism events in the Panonnica Complex during the winter season 1.2.1.5. Improvement of the Salt production Museum in Tuzla 1.2.1.6. Improvement of the work of galleries and museums in Tuzla 1.2.1.7. Initiation of production of autochthonous souvenirs and networking of producers of souvenirs and traditional products 1.2.1.8. Development and marketing of a complete offer for weekend-tourism 1.2.1.9. Affirmation of sports and recreation on water – “Games without Limits” at the Panonnica Lake 1.2.1.10. Start-up of new ones and promotion of the existing festivals at the Panonnica Complex: Festival of autochthonous products Festival of traditional cuisine from Tuzla area Festival of wine and traditional music Panonnian Music Fest- festival of pop-rock and folk music in a form of a competition and with the idea to create songs about Tuzla Festival of NGOs active in the field of people’s art and crafts 1.2.1.11. Organization of summers schools, camps, artistic galleries for endusers (schools, NGOs, environmental organizations and movements, artists, citizens) 1.2.1.12. Development of event /congress tourism 1.2.1.13. Design of complementing events and content of business tourism to accompany the International Business Fair “Promo” and other business events 1.2.2. Measure: Coordinated and continuous preservation of cultural, historical and traditional heritage The municipality is very rich in autochthonous historical, archeological and cultural heritage and natural monuments. There are some buildings and sites of enormous historical and cultural value and these destinations represent unique sites of the Bosnian culture. Unfortunately, management of these historical sites is not currently at an appropriate level. Some of the sites are ruins. They need to be preserved so as to protect the identity of Tuzla and improve local self-esteem. This will help increase the attractiveness of the municipality, especially in the context of tourism. This measure will be realized trhough the following projects: STRATEGIC GUIDELINES FOR DEVELOPMENT AND PROMOTION OF TOURISM IN THE MUNICIPALITY OF TUZLA

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1.2.2.1. Protection and renewal of building s and monuments of culturalhistorical heritage (priority: historical nucleus of the town and Powder Plant “Barutana” at the Gradina Hill. 1.2.2.2. Purchase and renovation of the Bogunlići’s House in Gornja Tuzla into an ethnology museum as an organizational unit of the East Bosnia Museum in Tuzla 1.2.2.3. Placing the old Slat Plant under the protection of the UNESCO54 1.2.2.4. Renewal of the old Fortress in Gornja Tuzla 1.2.2.5. Construction of a Viewing Site at the hill of Kicelj with reconstructed part of necropolis and dugouts. 1.2.2.6. Renewal and development of traditional cultural events (musical, painting, literary, theater-related, cinematographic, etc.)55 1.2.2.7. Design and promotion of authentic Tuzla legends and stories as a tourism product 1.2.3. Measure: Improvement of the quality of tourism products The following projects will be implemented in the next eight-year-period so as to have this Measure realized: 1.2.3.1. Offering “one stop shop” online information for tourists 1.2.3.2. Education of managers in existing tourist operators 1.2.3.3. Improvement of gastronomy offer with the focus on national cuisine 1.2.3.4. Standardization of existing accommodation capacities 1.2.3.5. Development of maps of tourism destinations 1.2.3.6. Mobilization of stakeholders for increasing the quality of existing accommodation capacities (by organizing round tables and conferences and by the use of promotional material and activities) 1.2.3.7. Rehabilitation and improvement of tourism-related infrastructure (especially that related to health, winter and agri-tourism) 1.2.4. Measure: Building the capacities for receptive tourism (to include accommodation capacities) In the next eight years this Measure will be realized through the following projects: 1.2.4.1. Development of recreational-entertainment events at the Panonnica Lake (children’s playground, water sliding boards, bungee trampoline, trim pathways, horticultural arrangement of the Complex, procurement of beach equipment, etc.) 1.2.4.2. Construction of infrastructure at the Panonnica Lake (entry gates, paving the central parking lot, construction of additional sanitary 54 55

Collection and preparation of documents is ongoing. For instance: Festival fo documentary film

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facilities, construction of bungalows, construction of an indoor restaurant, procurement of equipment for skating yard) 1.2.4.3. Construction of children’s camp next to the Panonnica Lake 1.2.5. Measure: Providing strong support to the development of rural tourism Rural (village-based) tourism is an important factor in awakening of the rural areas and in their sustainable development which will also help preserve the local identity, tradition and customs, it will also protect the environment and strengthen the autochthonous and traditional ecological production. In addition, it will help the growth of rural areas in the context of sustainable development hence we can refer to it as the future of world tourism. Tuzla has great potentials for the development of rural tourism based n wonderful and untouched nature and a number of unique features (food, architecture, customs, etc.). Along with the possibilities offered by some other primary sectors (agriculture, for instance), some rural areas of Tuzla have a particular potential for rural tourism development, eco-tourism, outdoor activities and for cultural events too. The demand for rural tourism is recorded throughout the world56, therefore this opportunity should be taken advantage of in order to attract tourists and to provide conditions for the people to stay living in rural areas. The leading intention is to build-up the awareness and motivate key local actors to have a systematic approach to research and utilization of rural tourism potentials as a new economic activity. Besides its effect on economic activities this will also contribute to the rehabilitation of a misbalance between the life in the town and the life in the village. It is expected to see an increase in the number of local initiatives, and that many new examples of rural entrepreneurship will show up, as well as home-made crafts, economically sustainable life at the village, and effective partnership between public, private and NGO sector with donors. For the realization of this Measure it is necessary to implement the following projects in the next eight years: 1.2.5.1. Analysis of the general state and the level of development of tourism offer in villages and development of a Feasibility Study for the development of rural tourism 1.2.5.2. Education of population and attracting them to participate in the development of rural tourism (standards, hospitality, traditional crafts, autochthonous agricultural and gastronomy offer, etc.) 1.2.5.3. Creation of the list of autochthonous products 56

For statistical date please see these relevant websites: World Tourism Organization at http://www.unwto.org, Organization for Economic Cooperation and Development at http://www.oecd.org, European Union of Farming and Rural Tourism at http://www.eurogites.org and many others).

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1.2.5.4. Promotion of the offer in rural areas (by organizing various cultural and entertaining events which will include promotion of the offer, preparation of the program for promotion of rural areas) 1.2.5.5. Initiating development of accommodation capacities for rural tourism 1.2.5.6. Selection, reconstruction and activation of ethno Bosnian village in the mountainous area of the municipality 1.2.5.7. Construction of trim pathways and pathways for mountainous cycling in the hilly areas of the municipality

1.3. Priority Objective: Traffic related and other complementary infrastructure in the territory of the municipality follows the expansion of utilization of tourism potentials The following development measures need to be realized in order to achieve this Priority objective: Insurance of an undisturbed access to the town (from both eastern and western side) Paving the access roads to tourism destinations Improvement of accessibility of tourism destinations Development of urban mobiliaria and of horticultural arrangement of the town 1.3.1. Measure: Insurance of an undisturbed access to the town (from both eastern and western side) Accessibility of the tourism sites for the guests form outside Tuzla is of crucial importance for optimal utilization of tourism development potentials located in the town and its outskirts. The state of the accessibility is currently not at a satisfying level due to capacities of the key highways that connect the town to motorways and regional highways. Therefore it is necessary to realize a few vital projects in the segment of traffic linkages, which will result in insurance of a fast and undisturbed entry to the town for all interested visitors and guests, especially over weekends, holidays and seasonal vacations. The projects that will enable the realization of this measure are: 1.3.1.1. Reconstruction of the Šićki Brod junction 1.3.1.2. Continuation of construction of the south highway Ši Selo – Slavinovići – Simin Han 1.3.1.3. Construction of a by-pass road: highway Šićki Brod – Husino – Ilinčica – Čaklovići tunnel

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1.3.2. Measure: Paving the access roads to tourism destinations Although the municipality has a quite well developed roads infrastructure (compared to other municipalities in BiH), the state of this infrastructure is still poor in terms of accessibility of the tourism sites. Therefore it is necessary to permanently work on improvement of this situation by constructing new roads and maintaining the complete roads network. The projects that are needed for the realization of this measure in the next eight years are: 1.3.2.1. Reconstruction of the road to Ilinčica 1.3.2.2. Reconstruction of the road to Majevica 1.3.2.3. Reconstruction of the road to Kiseljak/Modrac Lake

1.3.3. Measure: Improvement of accessibility of tourism destinations The realization of this measure will be achieved through the implementation of these projects in the next eight years: 1.3.3.1. Development of tourist sign-posts and signposting the main sites of cultural-historical heritage 1.3.3.2. Construction of info-points at the busiest sites in town (bus and railway station, Sport Center “Mejdan”, University, the City Hall, Korzo, etc.) 1.3.3.3. Construction of a cable car/gondola lift to the hill of Ilinčica 1.3.3.4. Construction of a cable car/gondola lift from Tuzla to the Clinical Center 1.3.3.5. Organization of panoramic roundtrip and sight-seeing of tourist destinations by the use of a city tour bus

1.3.4. Measure: Development of urban mobiliaria and of horticultural arrangement of the town The implementation of the following projects will ensure the realization of this measure in the next eight years: 1.3.4.1. Construction and rehabilitation of garages and parking lots at key tourist destinations 1.3.4.2. Arrangement of the Modrac Lake shore 1.3.4.3. Arrangement of the Jala river banks 1.3.4.4. Construction and arrangement of sports terrains and playgrounds for the youth 1.3.4.5. Arrangement of pedestrian and cycling tracks along the riverside of Jala (Slavinovići - Kreka) 1.3.4.6. Installation of city lights around the key tourist sites (Ilinčica, Gornja Tuzla, etc.) STRATEGIC GUIDELINES FOR DEVELOPMENT AND PROMOTION OF TOURISM IN THE MUNICIPALITY OF TUZLA

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1.3.4.7. Arrangement of city parks 1.3.4.8. Reconstruction of city squares

1.4. Priority Objective: Well-developed comprehensive tourismspa offer The following development measures need to be realized for this priority objective to be achieved: Completion of the privatization of existing accommodation capacities carried out and completed in a high-quality manner Insurance of more favorable u urban-spatial conditions for the growth of tourism Improvement of existing and construction of new accommodation capacities (with the focus on health and wellness tourism) Construction of health-recreation centers with the focus on spa-based health care centers 1.4.1. Measure: Completion of the privatization of existing accommodation capacities carried out and completed in a high-quality manner This measure will be realized through implementation of the following projects in the next eight years: 1.4.1.1. Initiating and lobbying for completion of the privatization process of accommodation capacities so as to be in function of tourism development 1.4.2. Measure: Insurance of more favorable u urban-spatial conditions for the growth of tourism The importance of urban and spatial planning is being underestimated and therefore many municipalities do not have their urban and spatial plans. Insufficiently developed urban and spatial plans are the main obstacle for any municipality’s growth, and accordingly for the growth of tourism as well. The implementation of the following projects will ensure the realization of this measure in the next eight years: 1.4.2.1. Modification of master urban and spatial plan for the purpose of utilization of tourist potentials (especially in part related to sites that could be construction sites for spas and recreational centers as well as larger accommodations capacities) 1.4.2.2. Editing the master urban and spatial plan so that it focuses on preservation of natural landscapes and sites

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1.4.3. Measure: Improvement of existing and construction of new accommodation capacities (with the focus on health and wellness tourism) Health-realted tourism is becoming one of the importnant segments of the toursim offer. The nature offers great potentials and the development of the existing accomodation infrastructure would ensure better market positioning of the health-related tourism. Tuzla has great opportunities for the development of congress (event) tourism and for spa-healing tourism. This type of tourism requires investments in hotels and opening of smaller and cheaper hotels/motels/pensions and rehabilitation of the existing ones. The realization of this measure will be enabled through the implementation of the following projects in the next eight-year-period: 1.4.3.1. Development of standardized private accommodation facilities in households 1.4.3.2. Construction of new accommodation facilities in the vicinity of spas and recreation centers 1.4.4. Measure: Construction of health-recreation centers with the focus on spa-based health care centers Besides health-related tourism (spas, inhalation centers, etc.), wellness tourism57, as the key for a healthy lifestyle and active holiday, can enrich the tourism offer of Tuzla and it therefore should be referred to as a main driving force. The main target group for wellness kind of tourism are mainly skilled and educated workers with good income and specific characteristics that focus on the need to take care of one’s health and feel comfortable. One of the main advantages of this kind of tourism is that it is attractive throughout the year. The following projects will be implemented so as to realize this measure in the next eight years: 1.4.4.1. Feasibility Study for the use of thermal and mineral waters 1.4.4.2. Revitalization of existing spa resorts (Slana banja) 1.4.4.3. Construction of new spa resorts (potential utilization of the “Tuzla” Hotel, construction of brand new resorts, etc.) 1.4.4.4. Construction of salty waterfalls at the Panonnica Lake (inhalation center) 1.4.4.5. Construction of the Center for health-recreation tourism – at the Panonnica Lake 1.4.4.6. Building the capacities for wellness tourism 57

Wellness is based on the guests' need to have active and regeneration types of vacation with teh aim to take care of their health, relaxation, helathy food, beauty tretaments, fast renewal of intellectual and working capabilities and to get personal growth through buliding the healthy living habits. Wellness toursim has a clear profile of ghuests ineterested in such a type of programs.

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2. Strategic Goal: Valuable human resources engaged in the sector of tourism It is evident that there is a gap between the exciting and the needed structure, number, and especially competency (knowledge and skills) of the human resources for tourism development in Tuzla municipality. The change must be focused on both aspects: professionals in the sector of tourism, but also on the citizens (especially the young people). The cooperation of scientific-educational institutions and tourism actors will be the core element of this process. Besides the regular curricula in educational institutions, it is necessary for a lifelong learning system to be put in place, which would be based on the concept of learning and education throughout one’s life (adults’ education). This type of institutions should run specialized courses with a variety of programs/modules so as to help fill in the gap between the offer and demand. These institutions must have strong links with Employment Offices. They should become a focal point that recognizes the needs for specialized qualifications and re-training. Re-training Centers should focus on the offer of various courses in management and entrepreneurship with the accent on tourism, thus supporting SMEs and entrepreneurs. These courses should ensure relevant knowledge for entrepreneurs, and motivate them to start up new businesses and to increase SME managers’ knowledge and skills. This Strategic Goal includes the following priority objectives for the next eightyear period: Professionals engaged and networked into the municipality's tourism development The citizens of Tuzla municipality mobilized for active participation in tourism development Established strong and functional cooperation between scientificeducational institutions and stakeholders of the tourism sector

2.1. Priority Objective: Professionals engaged and networked into the municipality's tourism development The following measures should contribute to the realization of this priority objective: Education for professionals in the sector of tourism Inclusion of experts in design and implementation of development projects Inclusion of professionals and tourism workers in complementary lines of business into various kinds of cooperation within Tuzla and wider STRATEGIC GUIDELINES FOR DEVELOPMENT AND PROMOTION OF TOURISM IN THE MUNICIPALITY OF TUZLA

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2.1.1. Measure: Education for professionals in the sector of tourism The implementation of the following projects will ensure the realization of this measure in the next eight years: 2.1.1.1. Organization of educational activities for professionals active in the sector of tourism 2.1.1.2. Promotion of the achieved results and popularization of the need for education of professionals active in the sector of tourism through specialized activities of public events and campaigns 2.1.2. Measure: Inclusion of experts in design and implementation of development projects The following projects will be implemented so as to realize this measure in the next eight years: 2.1.2.1. Engagement of an experts’ team for development of specialized education programs for professionals active in the sector of tourism 2.1.2.2. Inclusion of experts in development of project proposals and in their implementation 2.1.3. Measure: Inclusion of professionals and tourism workers in complementary lines of business into various kinds of cooperation within Tuzla and wider The projects needed for the realization of this measure in the next eight-yearperiod are: 2.1.3.1. Strengthening of public-private-partnership in the sector of tourism in Tuzla municipality 2.1.3.2. Identification and engagement of actors for partnership in the realization of regional tourism projects (The road of Salt, North-East BiH Tourism Development Strategy, “3J” – Journey, Junction, Job, Tourism SignPost in NE BiH, Promotion of tourism offer of the Modrac Lake for navigation and water sports, etc.) 2.1.3.3. Connection of tourism destinations of a wider area: LipnicaKalesija – Srebrenik – Gradačac 2.1.3.4. Active inclusion of representatives of tourism department of Tuzla Municipality into regional associations (eg. Dunav-Drava-Tisa Region, etc.) and into the tourism cluster in BiH

2.2. Priority Objective: The citizens of Tuzla municipality mobilized for active participation in tourism development

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For this priority objective to be achieved in the next eight years the following measured should be realized: Education of citizens in the field of tourism Affirmation of social engineering 2.2.1. Measure: Education of citizens in the field of tourism The realization of this measure will be ensured through the implementation of the following projects in the next eight years: 2.2.1.1. Engagement of experts for the development of specialized tourismrelated educational programs for citizens 2.2.1.2. Organization of various educational and promotional activities for attracting citizens (introduction to development potentials of tourism, environment protection, “good hosts”, etc.) 2.2.1.3. Promotion of the achieved results and popularization of needs for education of all stakeholders through specialized campaigns, media activities and public events

2.2.2. Measure: Affirmation of social engineering The projects needed for the realization of this measure in the next eight-yearperiod are: 2.2.2.1. Education of preschool and elementary school level children – building up the feeling of belonging to their homeland 2.2.2.2. Development and publication of audio and video materials, printed adds “good host-successful tourism” 2.2.2.3. Organization of competition for school students and young people with the subject environmental and tourism awareness 2.2.2.4. Organization of competition for young entrepreneurs with the subject: business plans in tourism sector

2.3. Priority Objective: Established strong and functional cooperation between scientific-educational institutions and stakeholders of the tourism sector The following development measures are needed for this priority objective to be achieved: Systematic approach to improvement of labor market in tourism and in complementary sectors STRATEGIC GUIDELINES FOR DEVELOPMENT AND PROMOTION OF TOURISM IN THE MUNICIPALITY OF TUZLA

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Development and utilization of innovative tourism products Building up the absorption capacities of the stakeholders in tourism sector for their easier access to the EU pre-structural funds and the funds of other donors 2.3.1. Measure: Systematic approach to improvement of labor market in tourism and in complementary sectors One of the projects needed for the realization of this measure in the nect eightyear-period is: 2.3.1.1. Linking all of the relevant stakeholders in the sector of tourism with the Employment Bureau and educational institutions that educate labor for promotion and development of tourism in the municipality of Tuzla 2.3.2. Measure: Development and utilization of innovative tourism products Due to their exclusivity, innovations are the ground for the design of tourism products and overcoming the competition, not only in the case of big but also small and medium tourism companies. They ensure innovative offers which besides the basic standards provide for unusual experiences and surprise. Tourists will get ambient and emotional added value (atmosphere, experience, adventure, contacts with other guests, etc.). The following projects will lead to the realization of this measure in the next eight years: 2.3.2.1. Support and affirmation of creative industry and their efforts to raise the quality of tourism offer 2.3.2.2. Designing the content of tourism packages for the youth 2.3.2.3. Development of a database of tourism possibilities in Tuzla municipality58 2.3.3. Measure: Building up the absorption capacities of the stakeholders in tourism sector for their easier access to the EU prestructural funds and the funds of other donors The implementation of the following projects will enable the realization of this measure: 2.3.3.1. Establishment of the Center for education of development stakeholders in the municipality of Tuzla (with the focus on tourism sector)

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First European database of that kind was developed in Slovenia, and it is a virtual bank i.e. a stock of innovative ideas which links innovative tourism proposals with interested investors, patents ideas and offers them accordingly to potential financers ready to invest money in projects.

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2.3.3.2. Inclusion of tourism development stakeholders into European and other international professional organizations and associations – adoption of international standards and best practices59

3. Strategic Goal: Well-developed institutional capacities and system of incentives in the tourism sector Tuzla municipality has recorded a permanent economic and social growth in the past seven years. However it still does not have the developed and efficient institutional capacities that are needed for the sustainable development of tourism as one of the most prosperous industrial branches. Collision between the current legislative authority for tourism that lies with the higher instances of government and the real need to have the local communities responsible for the tourism sector, creates an evident obstacle that led to this unfavorable state. The consequences of this misbalance of responsibilities are reflected through: The level of tourism industry development in Tuzla is not high enough, There is no adequately developed tourism infrastructure (tourism centers, promotional centers, hotels, restaurants, etc.) The present system of the state-level incentives is not sufficient for the creation of a strong impulse in the tourism sector. Although the Government of the Federation of Bosnia and Herzegovina has taken some steps towards resolving this problem that is common got all FBiH municipalities (this has been done by proposing certain draft laws to the FBIH Parliament), the institutions and the stakeholders of Tuzla municipality must take coordinated and proactive actions with the aim to speed up the resolving of this problem. For that purpose it is necessary to build the institutional framework which will be the core structure for tourism development, and once it grows into a significant factor it will initiate the return of tourism-related authorities to the town/municipality level. This will significantly strengthen the financial capacities of Tuzla municipality for their development of a sustainable system of incentives for support to various types of tourism, especially for specific types of tourism and categories of their stakeholders. It is also needed to have a systematic and coordinated approach to the intense promotion of Tuzla as an interesting travel destination for tourists. The promotion of tourism potentials should become an everyday activity of the institutions and actors of the tourism sector.

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Besides increased fundraising possibilities it will also facilitate adoption of international standards and best practices

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This strategic goal has the following priority objectives defined for the next eight years: Improved promotion of tourism capacities and services and increased level of information disseminated Increased investments in the sector of tourism through a system of stimulating measures Established and interlinked adequate institutions for development of tourism at the level of Tuzla municipality

3.1. Priority Objective: Improved promotion of tourism capacities and services and increased level of information disseminated It is necessary to unite, standardize and categorize the tourism offer of Tuzla so as to improve access to markets, especially through intensified promotion via various channels. A website should be developed with a presentation of tourism offer of Tuzla and with travel packages and services. Info Centers for promotion of tourism should be formed at the level of the municipality and they should create the conditions for attraction of tourists and making the tourists stay in the town. Besides, tourism operators should be well-educated and thus contribute to the quality of services and promotional capacities. The following measures should be realized for this priority objective to be realized: Networking of all tourism stakeholders Building up the capacities for promotion of tourism 3.1.1. Measure: Networking of all tourism stakeholders This measure will be realized through the following projects in the next eight years: 3.1.1.1. Printing a Newsletter of tourism for all those who have competences for tourism development (the Municipality, relevant ministries, tourism associations, hotels, etc.) 3.1.1.2. Designing brochures of compatible and complementary cultural attractions 3.1.1.3. Organization of exhibition-fair event for traditional products, artistic crafts, production crafts, and food producers 3.1.2. Measure: Building up the capacities for promotion of tourism The implementation of the following projects will ensure the realization of this measure in the next eight years: STRATEGIC GUIDELINES FOR DEVELOPMENT AND PROMOTION OF TOURISM IN THE MUNICIPALITY OF TUZLA

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3.1.2.1. Design of the main tourism profile of the Tuzla municipality, including promotional materials and website (online promotion) 3.1.2.2. Development of a registry and catalogue of monuments of culturalhistorical heritage 3.1.2.3. Inclusion of printed and electronic media into promotion of tourism capacities through educational-documentary programs and promotional campaigns 3.1.2.4. Establishment and strengthening of tourism offices and expansion of their scope of work 3.1.2.5. Promotion of Tuzla’s tourism potentials and products at various fairs

3.2. Priority Objective: Increased investments in the sector of tourism through a system of stimulating measures For the realization of this priority objective the following measures will be needed: Development of financial and other support measures Attraction and encouragement of domestic and foreign investment in tourism 3.2.1. Measure: Development of financial and other support measures The implementation of the following projects will ensure the realization of this measure in the next eight years: 3.2.1.1. Incentives for “bed and breakfast” accommodation capacities in households 3.2.1.2. Incentives for young people and startups in tourism industry 3.2.2. Measure: Attraction and encouragement of domestic and foreign investment in tourism This measure will be realized through the following projects in the next eight years: 3.2.2.1. Stimulating measures for investment in services and production that are complementary to tourism 3.2.2.2. Design of a Guide for potential investors in tourism offer of the town 3.2.2.3. Development of Investment Studies and Feasibility Studies for key facilities/sites of tourism offer 3.2.2.4. Organization of conferences and presentations for domestic and foreign investors

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3.3. Priority Objective: Established and interlinked adequate institutions for development of tourism at the level of Tuzla municipality The following measures should be realized for this priority objective to be realized: Creation of conditions for establishment of institutions at the municipal level that will be responsible for tourism Involvement of private sector through institutions for support of tourism Affirmation of existing institutions that are involved in the development of tourism

3.3.1. Measure: Creation of conditions for establishment of institutions at the municipal level that will be responsible for tourism

This measure will be realized through the following projects in the next eight years: 3.3.1.1. Initiating and lobbying for return of tourism-related authorities to the level of town/municipality 3.3.1.2. Establishment and strengthening of institutions for protection such as Department for protection and usage of cultural-historical heritage 3.3.1.3. Establishment of tourism association at the level of municipality Tuzla with necessary human and material resources 3.3.2. Measure: Involvement of private sector through institutions for support of tourism Cluster approach to raising of competitiveness of tourism as an industrial branch is based on networking of all stakeholders of tourism, staring from private businesses and educational and financial institutions to the relevant authorities. The special advantage of clusters is the understanding of importance of common actions aimed at the transformation of potentials into competitive tourism products as well as linkages to the world’s market. The key benefit from the coordination generated from clusters is the improving and linking of the Tuzla tourism offer, promotion of the municipality and of the importance of tourism development, and finally the building of Tuzla’s recognizable image. This measure will, among others, be realized through the following project in the next eight years: 33.3.2.1. Forming the municipal tourism cluster (based on the results of the Study on the state of tourism resorts in Tuzla municipality) STRATEGIC GUIDELINES FOR DEVELOPMENT AND PROMOTION OF TOURISM IN THE MUNICIPALITY OF TUZLA

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3.3.3. Measure: Affirmation of existing institutions that are involved in the development of tourism The realization of this measure will be ensured through the implementation of the following projects in the next eight-year-period: 3.3.3.1. Establishment of a group of tourist guides with clearly defined and organized plan of visits for different types of tourists and visitors 3.3.3.2. Design of specialized programs of visits to tourism facilities/sites in Tuzla municipality (spa-recreation tourism, geological and archeological heritage, industrial heritage, cultural tradition and multicultural aspect of living)

5. IMPLEMENTATIONAL GUIDELINES 5.1. Expected Results and Indicators Key expected results of the implementation of these Guidelines are as follows: A successfully system for sustainable development of tourism put in place; Increased: competitiveness of the municipal tourism offer, domestic revenue generated from tourism, influx of foreign currency in tourism, employment rate in tourism sector, economic activities in complementary sectors, environmental awareness, foreign and domestic investment in tourism; Attractive development environment that stimulates investment in various types of tourism created (improved: efficiency of management of organizations that work on the development of tourism, competencies of tourism professionals, attractiveness of the municipality and the region, quality of services and products, the quality of living conditions due to tourism growth, cooperation with partners outside Tuzla).; Created positive image in the world market (especially in the European market); Diversified tourism products (variety of tourism offer) and delivery of better complementary services; Constructed infrastructure for tourism development (health-related tourism especially); Long-term protection of natural, cultural and historical values and monuments insured for the purpose of tourism growth; Protection of tourism customers insured in line with the current European best practices; STRATEGIC GUIDELINES FOR DEVELOPMENT AND PROMOTION OF TOURISM IN THE MUNICIPALITY OF TUZLA

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New businesses started and more entrepreneurs registered; Developed diversified complementary segments of economy, as a precondition for tourism development; Insured stimulating environment for a further growth of entrepreneurship in tourism sector; Educated employees, managers, and future employees for better management of tourism development; Increased: rural population revenue, employment in rural areas, rural production in non-rural areas, competitiveness of rural companies, business environment in rural areas; Key indicators for measurement of the success of the implementation of these Strategic Guidelines and of their impact on economic and social development are as follows: The total value of tourism sector (participation in the municipal GDP, participation in total investments, participation in foreign trade, participation in total employment), the number of new companies in the sector, the cost of a tourist’s stay, the number of tourists (the number of daily visitors, the number of overnight stays during the year, the number of returning visitors), the number of new accommodations units (beds), the number of renewed cultural and historical monuments, the number of reconstructed/improved/constructed tourism sites, km of reconstructed/constructed roads, the number of rehabilitated sites with high tourism potential, m2 of modernized buildings and facilities, the number of promotional material published, the number of fairs organized, the number of supported programs for public awareness raising, the number of educated and trained tourism employees, the number of trained entrepreneurs, the level of tourists’ satisfaction with the offer and services, etc.

5.2. Projects and their Implementers Development projects included in these Strategic Guidelines present a basis for concrete achievement of expected results in tourism development of Tuzla during the next eight-year-period. In other words, without the implementation of projects the development measures will not be realized, nor will the strategic goals and priority objectives be achieved. The titles of projects are laid out in section 4.2. of this Strategic paper. Implementers of projects will be all the parties interested in the tourism development in Tuzla municipality: the Municipality of Tuzla and public enterprises, educational institutions, health institutions, domestic and foreign development agencies, tourism organizations and agencies, companies and entrepreneurs active in the sector of tourism and complementary industries, households, NGOs and associations, foreign investors, chambers of commerce, international organizations, financial institutions, relevant ministries and institutions of higher instances of government (especially that of Tuzla Canton Government), etc. STRATEGIC GUIDELINES FOR DEVELOPMENT AND PROMOTION OF TOURISM IN THE MUNICIPALITY OF TUZLA

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In preparation and implementation of these projects it will be necessary to set up partnerships between these actors. That way most of these actors will participate in projects either as implementers i.e. leading implementing agencies (on their own or in consortium with other actors), while in some other projects they can be partners. Actors form other municipalities, regions and countries will participate in the implementation of the projects. Tuzla Municipality will certainly play a specific role, because beside the role of an implementer or partner in individual projects, the Municipality will have a coordinating role for the entire process of the implementation of the Guidelines.60

5.3. Time Plan and Resources for the Implementation It has already been noted that these Strategic Guidelines cover the period of eight years, namely 2008-2015. A precise assessment of the time and funds needed for the realization of measures and goals can only be done once the projects are elaborated to a more detail. Only then will it be possible to develop a Time Plan for the implementation, which will ease a timely fundraising and the implementation of all other activities needed for the implementation of each project. Per preliminary assessment, individual projects listed in these Strategic Guidelines will have the implementation periods ranging from few months61 to several years62, while the funds will range from several thousands63 to few million64 KM. It is important to emphasize that the implementation of some projects will surely be extended to the next development period (2016-2023). Almost every project in this document has good prospects for a combination of potential implementers and partners with well experienced human resources (staff), for instance: tourism organizations and associations in cooperation with the Municipality, which presents grounds for certainty of their implementation. Another aspect of certainty is related to the possibility of fundraising. The following sources of funding have been identified for the realization of development measures: Domestic sources:

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Especially in the period prior to a potential transfer of that role, completely or partially, to the municipal tourism association/organization (once it is established) or to some other institution. 61 Eg. project 1.1.3.4. Devlopment of tourism-promotion logo and a slogan for Tuzla tourism offer 62 Eg. project 1.1.3.2. Development of key brands of Tuzla tourism offer 63 Eg. project 3.3.1.1. Initiating and lobbying for the return of tourism-related authorities toi the level of local government 64 Eg. project 1.3.1.3. Construction of a by-pass road Šićki Brod – Husino – Ilinčica – tunel Čaklovići STRATEGIC GUIDELINES FOR DEVELOPMENT AND PROMOTION OF TOURISM IN THE MUNICIPALITY OF TUZLA

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o o o o

Tuzla Municipality Budget, Funds from relevant Tuzla Canton ministries Funds form relevant FBiH ministries Funds from other domestic sources (development funds, NGOs, businesses, households, etc.)

Foreign sources: o EU Pre-accession funds, o International organizations and financial institutions’ funds, o Funds generated from bilateral/multilateral/inter-regional cooperation Funds from the implementing agencies. The most dominating financing model will be based on the co-funding principle which will be the way to overcome a potential lack of funds. A great number of projects rely on both domestic and foreign funding. Investments and funding often include: buildings, land for economic and/or agricultural purposes, voluntary work, etc., which is of crucial importance especially for the projects in which households are partners.

5.4. Assumptions and Risks Key assumptions for the development of tourism as identified in these Strategic Guidelines are: Consensus on common interests/priorities among all stakeholders Initiation and development of cooperation of multiple actors in common projects Prevention of poor control of spatial planning (uncontrolled and partial development) Prevention of uncontrolled utilization of human resources. Key risks that the implementation of these guidelines is faced with are as follows: Inadequate financial support (by domestic and foreign financers) – which is especially important in the case of capital investments such as reconstruction of regional roads and motorways at Tuzla’s entrance and exit Strong competition of tourism offer from neighboring countries, and from other BiH municipalities/regions Low level of awareness/knowledge of the population and some actors in the field of development potential of tourism

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5.5. Recommendations In order to have a timely planning and implementing of the Guidelines, tourism development and promotion stakeholders in Tuzla should be engaged in evaluation and selection of priority projects. Firstly, it is necessary to elaborate the proposed projects in more details by ensuring sufficient information needed for further realistic assessment, ranking and selection of priorities, that is, a rank list of projects for implementation. The Municipality should define the fundraising policy for projects on the co-funding principle, that is, on the partnership principle (to include public-private partnership) and thus solve the problem of collection of funds needed for the development of tourism in Tuzla, both form domestic and foreign available sources. Tourism development stakeholders in the municipality should rely on networking and exchange of data and bets practices for the purpose of preparation and implementation of the selected projects and thus ensure that all parties benefit from individual experience in the work with domestic and international organizations/funds/programs/ active in the NE BiH Region and in BiH (eg. USAID CCA65, EU RED-SME66, etc.). Key stakeholders should ensure membership in various international associations (European in particular). Rich cultural and historical heritage of Tuzla should be integrated into the whole tourism offer so as to maximize the benefit and create efficient linkages by using spa-recreational capacities as a strategic resource for tourism development. Significant investments are needed so as to achieve competitiveness of spa capacities, which can be realized through concessions i.e. publicprivate partnership principle. The relevant department within Tuzla Municipality should have the authority to coordinate the implementation of these Strategic Guidelines. (until the Tuzla Tourism Association is established)67.

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USAID funded project – Raising competitiveness through clusters EU funded project for the support of SMEs and regional economic development 67 The FBiH Government, at the session on 13.9.2007, adopted the Proposal for modification of the Lay on tourism associations and promotion of tourism in the Federation of BiH. This Proposal, once processed through parliamentary procedure, will enable establishment of local/municipal tourism associations according to the local government’s assessment, which the Law in force prior to this one did not allow for. 66

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6. CONCLUSION Tuzla Municipality has excellent natural, cultural-historical and other preconditions for the development of tourism as one of the key economic sectors in near future. Intense development of all economic sectors and the society in Tuzla the past two decades show that by using creative and innovative concept of development the city’s image can be changed in the next 15 years from an industrial to an attractive tourism center. The results which Tuzla Municipality has made so far confirm that the municipality has the key resource for such a major change: capable human resources (in the city administration and among the stakeholders – partners). Successful implementation of the Strategic Guidelines will depend on a true commitment of the Municipality and tourism stakeholders to be engaged in the implementation of the identified 114 development projects68 in the next eight years. Strategic Guidelines as any strategic document reflect the process in the first place and thus are a subject to modifications and corrections. Strategic Guidelines is the document of a temporary nature which can serve as a development guide for the development of a comprehensive Strategy for promotion and development of tourism in Tuzla.

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This list of projects is not closed and is a subject to changes.

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