Focus on the Development of the Camino Dubrovnik – Međugorje Route: International Experts Discuss New Tourism Opportunities for Herzegovina
An international conference in Ravno brought together tourism institutions, experts, tour operators, and representatives of the tourism sector to focus on the development, promotion, and international positioning of the pilgrimage route.
On Saturday, September 19, 2026, an international conference and round-table discussion dedicated to the development and promotion of the Camino Dubrovnik – Međugorje pilgrimage route (the Way of St. James) took place in Ravno. The gathering brought together representatives from tourism boards, the tourism and hospitality sectors, experts, members of the Camino community, specialized travel agencies, and other stakeholders from Bosnia and Herzegovina, Croatia, and Spain. Discussions centered on the route’s potential, its international promotion, sustainable development, the linking of local communities, and opportunities for cross-border cooperation.
The conference was hosted and organized by the Ravno Municipality Tourist Board. Ružica Skaramuca, President of the Ravno Municipal Council, welcomed the attendees on behalf of the host, extending a warm welcome to all participants and highlighting the importance of such an event for Ravno and the entire Herzegovina region.
Following the opening remarks, Darijan Pehar, Director of the Ravno Municipality Tourist Board, emphasized that the conference’s particular value lay in bringing together representatives from various institutions, organizations, and expert fields who can contribute to the further development of the Camino route. “It is a great honor to host everyone here in Ravno—representatives who are vital to the development of the Dubrovnik–Međugorje Camino. Present here are representatives from the Camino community, confraternities, tourist boards, and agencies specializing in Camino routes, as well as experts who can help us assess opportunities for further tourism development in the Ravno area,” said Pehar.
He emphasized that the conference was conceived as a forum for exchanging experiences and views among all those involved in developing the route.
“We are just at the beginning. When it comes to developing the Camino route, there are still many details to work out, information to share, and insights to gain from people who have long been active in this field. That is precisely why I believe this conference is one of the initial steps toward enhancing the entire initiative surrounding the pilgrimage aspect of the Dubrovnik–Međugorje route,” Pehar added.
International recognition as an added boost
During the conference, special attention was paid to the international significance of the Camino network and the fact that the Croatian Camino has been awarded the 2026 *Premio Elías Valiña*—an honor bestowed by the Government of Galicia for contributions to the development of the Way of St. James.
The Dubrovnik–Međugorje section, which passes through Bosnia and Herzegovina, is an integral part of the broader Camino network and paves the way for stronger connections between Herzegovina and European pilgrimage and tourism routes.
Vedran Pražen, Vice President of the Camino Europa Compostela Federation, highlighted that the Camino de Santiago and the route passing through this region are part of the European Cultural Route of the Way of St. James, which leads all the way to Santiago de Compostela in Spain. Speaking about the significance of the Camino for local development, Pražen emphasized that the route presents an opportunity for the robust development of cultural and religious tourism throughout the year.
“We all live at a pace of a hundred kilometers per hour, yet we were created to live—mentally and physically—at four kilometers per hour. On the Camino, that is how you live: at four kilometers per hour, the average walking speed. Living in a way that aligns with your natural design can be transformative. People on this journey experience life and themselves differently. Everyone walks their own Camino, and everyone on the Camino lives in the present moment,” said Pražen.
The Camino as an Opportunity for Tourism Development in Herzegovina
One of the conference’s key topics was how to leverage the Camino route to create additional tourism potential for the local communities through which it passes. Participants discussed opportunities for developing offerings for pilgrims, connecting local service providers, extending the tourist season, and attracting visitors from international markets.
“Hercegovina has a great deal to offer along this route—from oenology and gastronomy to natural beauty, rich cultural and historical heritage, and numerous landmarks. It is precisely this diversity that gives the route added value and potential for developing its tourism offering. I believe we must all persevere with this initiative, connect with one another, and work together on its further development and promotion,” said Anđelko Maslać, Acting Director of the Herzegovina-Neretva Canton Tourist Board. A special place in the program was dedicated to the topic of the international market and the experiences of Spain, where the Camino has been a major tourism and pilgrimage phenomenon for decades. Conference participants discussed the expectations of international pilgrims, how local offerings can be adapted to their needs, and how Herzegovina can increase its visibility among travelers seeking authentic and less crowded Camino routes.
Sabela Gippini Ruiz, a representative of the Spanish foundation Gali Wonders—an agency specializing in the Camino de Santiago—highlighted that experience from Spain shows the Camino can play a significant role not only in religious and pilgrimage contexts but also in the tourism and economic development of destinations.
“After more than 14 years of organizing trips and cycling routes on the Camino, I have seen what a powerful product it is—not just from a religious perspective, but from a tourism one as well. The Camino can revitalize local communities, boost the economy, support existing businesses, and create new business opportunities,” said Ruiz.
Speaking about her visit to Ravno, she highlighted the connection between the Camino de Santiago and the Croatian Camino network, as well as the potential for developing new tourism products.
“We first want to discover everything this special Camino has to offer, connect with local partners, guides, and service providers, and jointly develop a tourism product we can offer our clients. In the short time we’ve spent here, we have been quite impressed by the destination and see significant potential that can be harnessed and presented to our clients,” Ruiz stated.
Sustainable Development and Cross-Border Cooperation
Developing a Camino route entails more than just marking and maintaining the trail; it involves creating a sustainable system that connects local communities, tourism institutions, accommodation facilities, hospitality businesses, agritourism venues, and other service providers.
For this reason, the conference emphasized the importance of cooperation between Croatia and Bosnia and Herzegovina, as well as the value of connecting with international Camino organizations and partners. A key part of the conference was a workshop designed for accommodation providers, agritourism operators, and hospitality businesses. Participants received practical information on tailoring their offerings to the needs of Camino pilgrims, attracting international guests outside the peak tourist season, securing direct bookings, and reducing reliance on intermediaries.
Interest from international guests already exists
The Camino Dubrovnik–Međugorje route is already attracting pilgrims from around the world. The route’s unique appeal is particularly significant given that some traditional Camino routes in Spain are currently facing overcrowding. This presents an opportunity to position Herzegovina as a destination offering an authentic Camino experience, while also linking it to Dubrovnik, Međugorje, and broader European pilgrimage networks.
The conference also featured a practical business component, offering opportunities for B2B meetings with representatives from specialized Spanish agencies. The goal is to connect local tourism providers with international partners and open up new channels for attracting visitors to the Herzegovina region.
For the organizers, one of the most important outcomes of the conference was the establishment of new contacts and the creation of opportunities for concrete collaboration, as well as gaining support from the local community.
“It is important for us to have the support of the local population, as the people living in this area will be a vital part of the route’s future development. Today’s conference demonstrated the importance of connecting these people and institutions and turning their ideas into concrete actions.” Future development of the route will focus on its promotion, enhancing the quality of the offering, strengthening connections between local stakeholders and international partners, and creating conditions to attract pilgrims and tourists throughout the year.
The International Camino Conference in Ravno is being held as part of the “Development and Promotion of the Dubrovnik–Međugorje Camino Route” project. The project is implemented under the Program of Support for Croats in Bosnia and Herzegovina, funded by the Ministry of Regional Development and EU Funds of the Republic of Croatia. The conference is organized by the Ravno Municipality Tourist Board.