Only five percent of the citizens of East Sarajevo have so far felt the progress of Jahorina. Our goal is for all 100 percent of citizens to live better thanks to Jahorina, Ravna Planina, and Trebević. They should have better conditions than anywhere else in the world, and I will fight for that!
These are the words of Dejan Ljevnaić, Director of the “Jahorina” Olympic Center, who has transformed the region since arriving at this mountain beauty in 2017.
When he arrived, the situation was dire, and many predicted the downfall of the “Jahorina” Olympic Center.
“The accumulated deficit of 21.12 million BAM clearly indicated the challenges. Compared to the previous year, both expenses and revenues decreased in 2016, as expenses amounted to 9.02 million BAM in 2015, while revenues were 4.64 million BAM. The company earned most of its income in 2016 from the sale of its services, totaling 3.37 million BAM, which was 1.03 million less than the previous year.”
By 2018, the “Jahorina” Olympic Center recorded revenues of 5,020,000 BAM, marking significant growth, and by 2019, revenues from services and other activities amounted to 11,945,000 BAM,” Ljevnaić reveals the situation he found at this Olympic gem.
Since 2017, Jahorina has experienced significant growth in turnover, increasing more than 19-fold. Turnover on the mountain grew from 3.37 million to an impressive 21 million BAM in 2022!
“This achievement is the result of significant investments in infrastructure and service improvements. The results show that turnover has grown significantly every year since 2017, while before 2016, only accumulated losses were recorded. It is also noteworthy that this summer season was highly successful, with revenues increasing by an impressive 65% compared to the same period last year. This is an incredible growth compared to the baseline season when summer turnover was approximately 4,000 BAM,” added Ljevnaić.
It all began with the “Be a Child of Jahorina” campaign, which provided free ski passes to children from the East Sarajevo region. Each year, around 4,500 free ski passes are distributed. This initiative proved successful even earlier when Ljevnaić opened the doors of free skiing for children from local communities at Kopaonik, Stara Planina, Zlatibor, and now at the new ski center “Igrišta.”
“As a director, I set the goal of encouraging children to actively engage in skiing, spend time in nature, and socialize without dependence on technology. The campaign ‘A Thousand Skis for Our Children’ aimed to popularize skiing and promote healthy life values. A total of 52 giveaways were held, during which we distributed 1,100 skis, 600 helmets, and 70 smartwatches.
Additionally, I am aware that some parents cannot afford to enable their children to ski. Wanting skiing not to be a privilege of only those with deeper pockets, I launched an initiative on my Instagram profile. Things have been moving in the right direction,” said Dejan Ljevnaić, Director of the “Jahorina” Olympic Center.
International Recognition and Future Goals
Tina Maze, Paula Magoni, Nika Fleiss, Alberto Tomba, and many other famous athletes and public figures have visited Jahorina over the past years, further enhancing the importance and international recognition of this destination. These visits have not only contributed to promoting Jahorina as a premier ski resort but also inspired young athletes to aim for great achievements.
“I used personal contacts to promote and help develop the destination. From Ski Resorts of Serbia, I brought in many with the greatest knowledge and experience. All this has yielded results. We are expanding and moving forward,” Ljevnaić shared his formula for success.
From August 23 to 25, the first “Family Festival” will be held on Jahorina. This three-day event is dedicated to families and children, offering a variety of fun and educational activities that will take place at the mountain peak, in the Olympic Bar, and at the gondola base.
Inclusive Projects and Sustainability Initiatives
In the “Jahorina” Olympic Center, they do not hide their desire to be hosts and friends to everyone, especially those facing challenges, such as individuals with Down syndrome.
“We proudly initiated the employment process for people with Down syndrome on Jahorina. This is just one of the steps toward our goal of providing them with opportunities to work, develop their skills, and contribute to the community. Additionally, we signed a Memorandum of Cooperation with the Down Syndrome Center from Banja Luka. In recent periods, we have successfully conducted various workshops, social gatherings, and quizzes with the Down Syndrome Center. A recent cooking workshop with professional chefs was extremely successful, where our friends had great fun and showcased their culinary skills. Our goal is for Jahorina to become a large inclusive environment where people with Down syndrome can produce their own goods and self-finance. Jahorina is rich in medicinal herbs, providing additional opportunities for developing new skills and production,” Ljevnaić explained.
Future Investments and Infrastructure Development
The director announced the beginning of construction on a new “Trnovo” ski lift by the renowned global manufacturer Doppelmayer. The ski lift will be 600 meters long, with a vertical difference of 133 meters between the starting and ending stations.
“The lift will have a total capacity of 1,200 skiers per hour, with a travel time of three minutes at a speed of 3 m/s. Its construction will enhance connectivity between the Trnovo and Poljice trails and indirectly connect with the Novak Đoković, Ogorjelica, Skočine, and Rajska Dolina trails. This new lift will enable skiers to access more trails even in unfavorable weather conditions when the gondola and six-seaters are not operational,” Ljevnaić explained.
The complete transformation and future projects of Jahorina highlight its development as a leading ski and tourism destination in the region.
