GOVERMENT OF THE REPUBLIC OF SERBIA MINISTRY OF TRADE, TOURISM AND TELECOMMUNICATIONS TOURISM DEVELOPMENT STRATEGY OF THE REPUBLIC OF SERBIA 2016 – 2025 BELGRADE NOVEMBER, 2016. TABLE OF CONTENT 1. STARTING POINT (INTRODUCTION) ...................................................................... 6 1.1. Approach and Methodology ..................................................................................................................... 7 2. ANALYSIS OF THE CURRENT STATE AND CHARACTERISTICS OF TOURISM OF THE REPUBLIC OF SERBIA IN 2015 ...................................................... 9 2.1. Implementation of the Previous Strategy ................................................................................................ 9 2.2. Assessment of the State of Tourism in 2015 ........................................................................................... 15 2.2.1. Introduction - Global Indicators ............................................................................................................. 15 2.2.2. State of and Prospects for the Development of Tourism of the Republic of Serbia in 2015 .................. 16 2.3 Tourist Influx and Characteristics of Tourism Demand ..................................................................... 18 2.4 Business Performance of the Tourism Industry of the Republic of Serbia ......................................... 21 2.4.1. Accommodation Capacities .................................................................................................................... 21 2.4.2. Hospitality Industry ................................................................................................................................ 23 2.4.3. Availability ............................................................................................................................................. 24 2.5 Conclusion ........................................................................................................................................... 25 3 KEY TOURISM TRENDS AND COMPARATIVE ANALYSIS OF TOURISM IN COMPETITIVE COUNTRIES ............................................................................................ 25 3.1. Main Tourism Trends ..................................................................................................................... 25 3.2. Trends in Promotion and Booking ......................................................................................................... 26 3.3. Trends in New Accommodation Types .................................................................................................. 27 3.4. Modern Trends in Tourist Motives (Expectations): .............................................................................. 28 3.5. Market and Competitive Countries ....................................................................................................... 29 3.5.1. Market .................................................................................................................................................... 29 3.5.1.1. European Market ............................................................................................................................ 30 3.5.1.2. Arrivals of Foreign Tourists to the Republic of Serbia ................................................................... 31 3.5.1.3. Domestic Market ............................................................................................................................ 31 3.6. Conclusion .............................................................................................................................................. 34 4 ADVANTAGES AND DISADVANTAGES OF TOURISM OF THE REPUBLIC OF SERBIA ............................................................................................................................ 36 4.1.SWOT Analysis of Tourism of the Republic of Serbia ........................................................................... 36 2 5. VISION AND BUSINESS MISSION OF TOURISM OF THE REPUBLIC OF SERBIA ................................................................................................................................... 40 5.1. Global Context ....................................................................................................................................... 40 5.2. Business Mission of Tourism of the Republic of Serbia to 2025 ............................................................ 43 5.3. Vision of Tourism of the Republic of Serbia to 2025: ..................................................................... 44 6. DEVELOPMENT GOALS FOR TOURISM AND GROWTH MODEL .................... 44 6.1. Development Goals ................................................................................................................................. 44 6.2. The Growth Model ................................................................................................................................. 45 6.3. Anticipated Economic Effects of the Growth Model ............................................................................. 48 6.4. Conclusion .............................................................................................................................................. 51 7.PLAN TO ENHANCE COMPETITIVENESS - OBJECTIVES, PRIORITY PRODUCTS, DESTINATIONS AND ACTIVITIES ......................................................... 52 7.1. The Strategy Implementation Policy ..................................................................................................... 52 7.2. Tasks ....................................................................................................................................................... 53 7.3. Selection of Priority Tourism Products .......................................................................................... 55 7.4. Matrix for Assessing Compliance with Market Trends ........................................................................ 58 7.5. Overview of Tourism Destinations ......................................................................................................... 60 7.6. Overview of Priority Activities in Tourist Destinations ........................................................................ 66 7.7. Conclusion .............................................................................................................................................. 66 8. PLANNING, GOVERNANCE AND INSTITUTIONAL INFRASTRUCTURE FOR DEVELOPMENT OF TOURISM OF THE REPUBLIC OF SERBIA ............................ 67 8.1. Principles ................................................................................................................................................ 67 8.2. Tourism Planning of the Republic of Serbia.......................................................................................... 68 8.3. Institutional Infrastructure .................................................................................................................... 69 8.3.1. Ministry responsible for Tourism ........................................................................................................... 69 8.3.2. National Tourism Organisation of Serbia ............................................................................................... 70 8.3.3. Management and Development of Tourism Areas ................................................................................. 71 8.3.4. Branch, Professional Unions, Associations and Other Organisations .................................................... 72 8.3.5. National Council for the Development of Tourism in the Republic of Serbia ....................................... 72 8.4. Measures and Activities for the Implementation of the Strategy .......................................................... 73 3 8.5. Conclusion .............................................................................................................................................. 74 9. SUPPORTING MEASURES AND INVESTMENTS ..................................................... 75 9.1. Preconditions and Concepts ................................................................................................................... 75 9.2. Indirect Measures of Support for the Development of Tourism ........................................................... 77 9.3. Direct Support Measures and Investments ............................................................................................ 78 9.4. Conclusion .............................................................................................................................................. 79 10. MARKETING PLAN ...................................................................................................... 79 10.1. Marketing Positioning of the Republic of Serbia ................................................................................. 80 10.2. Marketing Plan for Tourism Products of the Republic of Serbia ....................................................... 80 10.3.Organisation of the Marketing System of the Republic of Serbia ........................................................ 81 11. CULTURAL HERITAGE AND NATURAL RESOURCES ....................................... 82 - IMPACT ANALYSIS .......................................................................................................... 82 11.1. Importance of Protected Areas for Tourism Development ................................................................