The World Federation of Travel Journalists and Writers (FIJET) has awarded its prestigious Golden Apple to Ljubuški, a city in western Bosnia and Herzegovina, just a few kilometers from the Croatian border. Often referred to as the “Oscar of Tourism,” the award honors destinations that exemplify cultural and natural richness, along with a strong commitment to sustainable and authentic tourism.
A Well-Deserved Honor
Nestled between Croatia and Bosnia in the heart of Southeast Europe, Ljubuški is a true gem known for its breathtaking Kravica Waterfalls, its deep and vibrant historical heritage, a strong and proud local cultural identity, and a forward-thinking approach to sustainable tourism.
Today, the town spans nearly 292.7 km² and encompasses 34 localities, including the stone-built villages of Humac, Grljevići, Vitina, and Studenci, which are etched into the landscape and the hearts of the people.
A Symbolic and Knightly Presentation
The award ceremony was a heartfelt and festive tribute to the city’s spirit.
In a truly memorable moment, the Golden Apple was delivered to FIJET President Tijani Haddad by horsemen in medieval armor, evoking the spirit of chivalry. As dusk fell over the Herzegovinian hills, the knights rode in bearing a ceremonial banner, turning the award handover into a powerful scene of tradition and honor.
This symbolic gesture transformed the presentation into a vivid celebration of heritage, perfectly reflecting the values of the Golden Apple.
After this symbolic gesture, the official handover followed. FIJET President Tijani Haddad presented the Golden Apple to Mayor Vedran Markotić of Ljubuški, symbolizing the city’s collective achievement and growing global recognition.
The traditional folk ensemble KUD Studenčica performed timeless songs that echoed the soul of Ljubuški. Young talents delighted the audience, including 11-year-old pianist Stanko Barišić and a group of skilled young violinists aged 13 to 18 who brought passion and virtuosity to the stage.
The celebration brought together a united community: government officials, FIJET members, and guests came together in joy and pride to honor Ljubuški’s moment in the spotlight.
The Golden Apple, A Global Symbol of Tourism Excellence
Since 1970, the Golden Apple Award has been presented by FIJET to outstanding destinations around the world in recognition of their dedication to preserving heritage, their vision of responsible tourism, and their ability to inspire and move visitors.
Over the decades, Croatia has emerged as a frequent and celebrated recipient of this prestigious award. Previous Croatian winners include Dubrovnik (1996 and 2015), Split (2005), Vučedol and Ilok (2011), Opatija and Rovinj (2013), a rare double recognition in the same year, and Međimurje County (2024), honored for its sustainable synergy of nature and heritage.
Now, Ljubuški proudly joins this distinguished list, adding its own unique story to the Golden Apple’s legacy.
A Celebration of Place and Spirit
The Golden Apple awarded to Ljubuški is more than a prize, it is global recognition of the city’s beauty, authenticity, and sustainable vision. Through music, tradition, and the pride of its youth, the evening’s celebration honored not just a destination, but a spirit that lives on in its people.
Warmest congratulations to Ljubuški on this well-deserved international achievement.
By Dr. Sabria Korichi