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The annual guide to the global live entertainment ticketing business
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While not often a stop on major international music tours, Bosnia has a busy sports calendar and plenty of domestic acts.
Primary ticketing
One of the major ticketing firms in the market is Entrio, which is investing €9m in its business, as a sign of confidence. “While physical payment methods are still common in Bosnia and Herzegovina, there is a growing trend towards buying tickets online,” says, Entrio CEO and founder Berislav Marszalek. As a result, Entrio International Group expanded its ticketing service to Bosnia and Herzegovina last year, following its success in Croatian and Slovenian markets.
“While physical payment methods are still common in Bosnia and Herzegovina, there is a growing trend towards buying tickets online.”
Before Entrio entered the market, the 2008-founded kupikartu.ba, was Bosnia and Herzegovina’s only online platform for buying tickets, according to Bloomberg. It remains a prominent platform with partnerships brokered with companies including the Football Federation of Bosnia and Herzegovina and the annual Fresh Wave Festival.
Other major ticketing providers in the SEE region include Ticketscloud, Gigstix, and Efinity.
Entrio aims to maximise ticket sales through its efficient self-service platform. The company-developed technology allows for a streamlined user experience for event organisers and customers. Entrio is developing “new products within its self-service ticketing platform to enable various models of dynamic pricing for clients next year,” says Marszalek.
Distribution of sales
“Around 50% of tickets [are] being purchased online in 2024,” according to Marszalek, with an older generation of consumers preferring to buy physical tickets.
Secondary ticketing
Reselling is common, with consumers doing so in person or more commonly on social media, specifically Facebook Groups or online marketplaces, the most prominent being olx.ba.
International/domestic splits & genres
Bosnia and Herzegovina prides itself on the calibre of local and regional performers, with Aleksandra Prijovic and Lepa Brena being very popular over the past year. According to Marszalek, “international theatre plays often sell out quickly.”
Taxes & charges
The VAT rate on tickets is currently 17%. The ticketing service fee ranges between 5% and 8% of the face value price. However, more recently, “service fees have seen some reduction due to increased competition,” Marszalek says.