4th International Conference ″″″SCIENCE AND HIGHER EDUCATION IN FUNCTION OF SUSTAINABLE DEVELOPMENT ″″″ SED 2011 7th and 8th of October 2011, Uzice, Serbia SUSTAINABLE DEVELOPMENT OF RURAL TOURISM IN MORAVICA REGION Мiloje Ostojic 1, 1Tourism Organisation of the Municipality of Ivanjica, Milinka Kusica 47, 32250 Ivanjica, E-mail:
[email protected] and E-mail:
[email protected] Ph D Svetislav Lj. Markovic 2 2Advanced School of Technical Vocational Studies , Svetog Save 65, 32000 Cacak, E-mail:
[email protected] Abstract: Tourism industry is an activity which brings growth and positive effects to rural areas. Dealing with tourism contributes to the changes of social, economic and political life of the villages. Sustainable development of tourism in rural areas implies using tourist areas in such a way so as to avoid their destruction and to keep them usable for future generations. Therefore it is necessary to undertake certain measures aimed at implementing the programmes of sustainable tourism development. Tourism is an important factor in the revitalization of villages in the municipality of Ivanjica, for it provides economic and social welfare of the rural households by: slowing down the migrations towards urban areas and return to the village of those who have previously left it, increasing production and enabling better placement of agricultural products, home-made items and products of old crafts, through board spending and additional spending by the tourists , preventing the disturbance of the natural environment of villages and preserving the traditional folk architecture, a distinctive way of life and work, the customs, folklore … Key words: Ivanjica ,rural tourism, sustainable development.