Seventh Conference of the Tourism Organization of the Western Serbia Region is being held in the Mountain Zlatibor, Serbia.


Mountain of Zlatibor is located in the Region of Western Serbia and represents the first top 5 destinations in Serbia to be visited and this year Tourist Organization of Zlatibor has won the Tourist flower for the best performances. Mountain Zlatibor is in the 100 Green Destinations Stories implementing activities which are in the line with sustainable tourism development.

The Main Theme of the Conference this year was the value chain in the tourist product- active vacation. Active vacation implies outdoor activities and therefore the involvement of actors of the rural economy in it. The conference attended rural tourism services providers, producers of local products with the aim of integration into this tourist product. In addition to presentation, B2B meetings of representatives of the tourism industry, HoReCa sector, travel organizers and rural tourism service providers were organized.

“Active vacations and eco-tourism are the most important tourist products in the Region of Western Serbia and the corona virus has shown that in the coming period, people will increasingly want to spend more time in the nature. At the conference, new trends were presented when it comes to active vacation with concrete examples. At the panel discussion, problems in this activity were discussed in terms of recommendations that will be sent to competent institutions on how to improve legal regulations, better guide services and all activities related to being in nature and various types of by-products related to active vacations. Also, activities related to destination branding and management are always relevant because it is a continuous improvement and striving for better positioning on the market” stated Miroslav Radjen, General Manager of the Tourist Region of Western Serbia.

The Regional Tourism Organization of the Western Serbia region was founded to develop and improve tourism and preserve the tourist values of the twelve cities/municipalities: Užice, Bajina Bašta, Čajetina, Nova Varoš, Prijepolje, Sjenica, Kosjerić, Požega, Arilje, Ivanjica, Čačak and Lucani. The main tasks of the Tourism Organization of the Western Serbia region are promotion and presentation of the tourist values and potential of this region (mountain, rural, health, special interest, congress and other types of tourism), development of plans and programs of promotional activities in accordance with the National Tourism Development Strategy as well as with the programs and plans of the Tourist Organization of Serbia, encouraging the construction of tourist infrastructure, sports-recreational and other supporting contents of a public nature that are significant for the improvement of the quality of the tourist offer of the region.

Conference is supported by the project: “Promotion of Economic Diversification of Rural Areas in Southeast Europe (SEDRA II) in SEE- Value chain capacity building on agriculture and rural tourism to streamline rural employment opportunities” implemented in partnership by GIZ and SWG.