Bosnia sells new image as tourist haven

By Maja Zuvela

UMOLJANI, Bosnia (Reuters) - Perched on the rocky southern ridges of Mount Bjelasnica, the Bosnian village of Umoljani is both new and ancient.

Destroyed during the 1992-95 war, its stone-and-wood huts have been rebuilt, as good as old. Its welcoming people, handmade artefacts and organic food are a window into the past and a hit with tourists seeking a different sort of holiday.

Bosnia's tourist arrivals in the first four months of 2007 were almost 20 percent higher than the same period last year and a World Tourism Organisation study predicted the Balkan nation would have the third highest growth rate in the world by 2020.

The pristine landscape around Umoljani is one of the many natural gems featured in a new series of adverts promoting Bosnia as a travel destination under the slogan "Enjoy Life".

The television spots are infused with a feeling of serenity and laid-back, unassuming fun. Tanned young people ride horses, kayak in the great outdoors, eat and drink in the shadow of ancient monuments under clear blue skies.

The images challenge Western perceptions of a war-ravaged, brutal and hostile land, projecting instead peaceful beauty and generous hospitality.

"The 'Enjoy Life' campaign is already giving results and one of its main achievements is that people do not associate Bosnia with the war any more," said Haris Basic, the head of Foreign Investment Promotion Agency which stands behind the campaign.

WILD BEAUTY