Cultural tourism plays a key role in creating new socio-economic opportunities for tourism development at the local, regional, national and transnational level, improving the visitor experience; cultural tourism products stimulate cultural exchanges, enrich the cultural identity of destinations and foster closer links between visitor and host communities.
The concept of the Western Balkans Crossroads of Civilizations (WBCoC) regional umbrella identity was conceived with the aim to define the framework for development of an overarching shared regional umbrella identity. Vatra Agency was appointed by the Board of Regional Cooperation Council to develop a representative institutional brand identity that fits best the philosophy behind this cross-regional cooperation. Our creators found a strong element that connects civilizations with each other, an element on which we will build our concept for this identity. Bridges have served as a universal symbol of the coexistence of communities with diverse cultural, ethnic and religious backgrounds and interrelated civilizations from ancient times. Based on this consideration we created a beautiful brand identity using the bridge as the main symbol of the logo. We went under the surface of the traditional scene to discover what the brand is all about, a reflection of a new generation of people coming together for the same goal.