TOURISM POTENTIAL OF POČITELJ AND POLICY CHALLENGES
Alma Pobrić
Emina Ajanović
Belma Durmišević
Muniba Osmanović
DOI: 10.35666/25662880.2025.11.209
UDC: 338.483.11:32(497.6 Počitelj)
Abstract: The Old Town of Počitelj represents a unique urban and architectural ensemble of Herzegovina. Its ambient and cultural-historical value is authentic and holds significant tourism potential for Bosnia and Herzegovina. This paper analyzes the approach to authentic cultural heritage through the lens of political discourse, which has an undeniable impact on the valorization of Počitelj as a tourist destination. In this context, attention should be focused on preserving authenticity, protecting the environment, and improving the quality of life of the local population. Special emphasis is placed on the controversies surrounding the construction of the Hercegovina Bridge and the Počitelj–Zvirovići highway, which have raised questions about the balance between infrastructural development and the preservation of the cultural landscape. The research findings indicate persistent challenges in institutional governance, issues of maintenance and protection, and the need for a sustainable tourism model that integrates economic development with the preservation of cultural identity. Despite infrastructural changes, Počitelj has maintained its tourist appeal and continues to record an increase in visitors, confirming its importance as a key cultural and tourism resource of the municipality of Čapljina and the wider Herzegovina region. The paper concludes that the future development of Počitelj depends on an integrated approach to cultural policy, spatial management, and the active involvement of the local community in decision-making processes.
Keywords: Počitelj, cultural heritage, sustainable tourism, infrastructural development, political discourse
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