Measures and Statistics

(Match: Lack of statistical monitoring of Tourism Satellite Accounts is identified as a challenge by Serbia. Data from NBS (balance of payments statistics) pertaining to the inflow from tourism is also incomplete because it does not include revenues/expenditures of domestic tourists, but rather shows only the expenditure (foreign currency inflow) by foreign tourists and only that related to personal tourism, business tourism, education and health tourism, while transport services are excluded from tourism services, since they are included in passenger transport services.)

• Trainings and Workshops: Explore the possibility to organize tailored-made trainings to support the country in the collection and monitoring of tourism data
• Possibility to organize a UNWTO Amadeus Masterclass on the analysis of data for better tourism decision making
• Introduce The Statistical Framework for Measuring the Sustainability of Tourism MST

Investments

(Match: One of the major weaknesses of Serbian Tourism sector are small and insufficient investments. Boosting tourism investments is one of the priorities of Serbia, as mentioned in Tourism development strategy paper. (€4.11Bn FDI in 2018, while in the first half of 2019 the number grew by 14%)

• Organization of Global Tourism Investment Forum, aiming at assisting Member States in attracting investments and fostering entrepreneurship.
• UNWTO can produce tailor made Investment Guidelines for Serbia

Improved competitiveness of the sector/diversification

(Match: Serbia wishes “to expand the tourist offer that has so far traditionally been oriented to only five destinations.”  Enriching the tourist offer with products and services that will make tourism in Serbia more recognisable and attractive).

• Segments of interest: Support Serbia in the enhancement of its tourism segments of interest through capacity building activities and exchange of best practices with other destinations
• Coastal/Maritime tourism: Introduce the future Coastal and Maritime research center to be announced in Greece, during the 66th CEU. 
• Health tourism: UNWTO issued the report “Exploring Health Tourism” in 2018, which aims to provide a better understanding of the growing segment of wellness and medical tourism.
• UNWTO Rural Tourism Development Programme - Best Tourism Villages of the World: International Label; Tourism Villages Upgrade Programme; Best Tourism Villages Network
  • Village “Mokra Gora” was chosen as the UNWTO Best Tourism Villages, while “Gostilje” was selected for the Upgrade programme
  • Serbia has submitted 3 applications for BTV 2022

Branding & Marketing

(Match: One of the weaknesses of Serbian Tourism as stated in the Tourism development Strategy Paper is insufficient or poor presence of the Republic of Serbia on the global tourism map (undeveloped national tourist identity/tourism brand of the Republic of Serbia). Serbia needs to position itself carefully in the global market as a tourism destination.

• Support the promotion of Serbia through the organization of a Google Masterclass on improving the promotion of destinations through Google & use of Google analytics.
• UNWTO.Academy: Organization of dedicated trainings on efficient promotion and marketing of destinations for destinations officials / Assist destinations on the development of marketing & promotion strategy of destinations.

Sustainable tourism development and enhancement of key tourism segments

(Match: Serbia is putting strong emphasis on the development of key segments, through the development of innovative tourism products. Principal segments, considering the assets of the country, are: cultural tourism (Regions nearby archeological sites), nature tourism (National wildlife, parks),snd rural tourism (Villages with important cultural and historical heritages)

• Segments of interest: Support Serbia in the enhancement of its tourism segments of interest through capacity building activities (Tourism Plan, tourism promotion, tourism product development) or support in the development of research activities (TMIC, TECO)
• One Planet Sustainable Tourism Programme
  • Global Tourism Plastic Initative
  • Glasgow Declaration on Climate Action in Tourism
  • COVID-19 responsible Tourism Recovery
• Further development of the Global Tourism Plastics initiative (led by UNWTO, UN Environment and the government of France in collaboration with Ellen MacArthur Foundation). More info: Signatory of the International Tourism Plastic Pledge (2019). The signatories recognize the urgency and the need to work together to reduce plastic pollution. Together they represent around 180,000 employees and 50 million holidaymakers. In the coming months, a plan will be developed to reduce the use of plastics and to prevent plastic pollution at destinations. This will be a collaboration with UNWTO, UN Environment and the Ellen MacArthur Foundation. MVO Nederland (CSR Netherlands) is the initiator.

Tourism Development Strategy of the Republic of Serbia for the Period from 2016 to 2025

Objectives:

• Sustainable economic, environmental and social development of tourism
• Improving the competitiveness of the tourism industry and related activities in the domestic and international markets
• Increase in both Direct and Total GDPs Improvement of the overall image of the Republic of Serbia in the region, Europe and worldwide

Priority Activities:

• Marketing/Promotion;
• Improvement of tourism infrastructure and superstructure;
• Support of travel Agencies in field of inbound tourism;
• Development of online booking systems;
• Construction of attractions;
• Organization of conferences and events;
• Development of DMO;
• The development and implementation of international quality standards;
• Research activities, education and training in tourism;
• Development of international and regional cooperation and the creation of regional tourism products;
• Development of innovation and entrepreneurship in tourism

Source: Mtt.gov.rs