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This study looks at the role the media plays in how a destinationis communicated over time post-conflict – by considering howdiscourses longitudinally brand a destination. Bosnia and Herzegovina(BiH) was the centre of a violent conflict in the early 1990s.The war ended with the signing of the Dayton Agreement. Muchof the conflict, and especially the siege of Sarajevo, was capturedby the media. The representation of the Bosnian War establisheda negative imagination of the new country, resulting initially in ahesitancy to travel to a war-torn destination. This paper suggestsplace repression, fading memory and destination redefining as aframework to analyse media content and brand a post-conflictdestination. In the years following the agreement, there was nodiscussion promoting travel to BiH. After 2000, travel was stilladvised against but the narrative began to change and promotethe destination by discussing the past and present situation. Post--2000 content reduced significantly but stories promoting travelincreased after 2003 with more extended narratives promotingtravel and new opportunities for branding the destination.Ovaj rad bavi se važnom ulogom medija u priopćavanju onekom odredištu nakon ratnih sukoba – razmatrajući kakorazni diskursi dugoročno brendiraju to odredište. Bosna iHercegovina (BiH) bila je središte oružanoga sukoba napočetku 1990-ih godina tijekom raspada bivše Jugoslavije, abosanski rat završio je potpisivanjem Daytonskogasporazuma u Parizu. Velik dio sukoba, posebno opsaduSarajeva, pratili su mediji, čiji su novinari prenosili tadaaktualno stanje zainteresiranima širom svijeta. Izvještavanjeo bosanskom ratu stvorilo je negativnu sliku nove države, štoje u početku odvraćalo ljude od putovanja u ratompogođeno područje. Represija mjesta, nestanak sjećanja iredefiniranje odredišta predlažu se u radu kao okvir zaanalizu medijskoga sadržaja i brendiranje odredišta nakonsukoba. Nakon sporazuma nije bilo razgovora o promicanjuputovanja u BiH. Ni nakon 2000. putovati još nije bilopreporučljivo, ali se naracija počela mijenjati i tekstovi supostupno sve više promicali to područje, uspoređujući prošlostanje s novijim stanjem. Nakon 2000. godine znatno jemanje sadržaja na tu temu, ali je nakon 2003. godinetekstova koji promiču putovanja sve više, a priče su imopsežnije i nude nove mogućnosti brendiranja odredišta

Interpreting Media Content Post-Conflict: Communications of 'Travel' and 'Bosnia and Herzegovina' in U.S. Newspapers, 20 Years Post-Dayton