The Economic Environment of the Media Market in Bosnia and Herzegovina 2024

In 2024, Bosnia and Herzegovina recorded estimated economic growth of 2.6%, despite ongoing inflation and political uncertainty.

Severe floods in October caused extensive infrastructure damage, resulted in loss of life, and negatively affected both regional and national economic activity. Digital transformation accelerated, aligning with EU objectives. Local elections were also held during the year, contributing to the country’s politically dynamic landscape. New labour policies – such as the introduction of non-working Sundays and an increase in the minimum wage – are expected to influence consumer behaviour and workforce dynamics. These developments had the greatest impact on the retail sector and also influenced advertising strategies.