When adventurers look for extra "spice" or how Serbia creates an offer in accordance with the increasingly specific demands of tourists

Tourism, both in the world and in Serbia also, is no longer the way we have known it for decades. The tourist offer is influenced by the more and more specific requirements and affinities of tourists of different generations. There are more and more adventurers, who are not so interested in the standard arrangements and offers of travel agencies, they are looking for something additional and different. And it seems that tourism officials in the world are trying to meet those increasingly specific affinities of tourists, so we have a lot of offers such as rural tourism, which no longer entails only staying in a certain rural household, but also involvement in the life of the local authorship. Ecological tours, nostalgic trips, tours that also include volunteering, as well as glamping, are increasingly popular.

In accordance with all of the above, the question is what is the position of Serbia at the moment in all of this - have tourism officials and state authorities, tourism organizations and higher education institutions, who train personnel in this field, already recognized all this and started to adjust Serbia`s tourist offer accordingly?

Ivana Šagovnović, research associate at the Department of Tourism, Faculty of Science and Mathematics in Novi Sad confirms that domestic tourism successfully follows modern trends. As she points out for eKapija, the most adaptable destinations in Serbia, which recognize the preferences of modern tourists, have a greater chance of being on their tourist itinerary.

- One of the fastest growing trends in Serbia is glamping – a stay in nature with complete comfort. This type of tourism is becoming more and more popular, especially in destinations such as Fruška Gora, Sremski Karlovac, Zlatibor, Kopaonik, Kosmaj and the Drina coast. The combination of nature and modern accommodation, such as luxury cabins and log cabins, provides tourists with an unforgettable experience. Another significant trend in tourism is eco-tourism, which involves the travel of small groups of tourists to preserved natural areas, with minimal impact on the environment. Among the most common tourist activities are kayaking, hiking, cycling, bird watching and guided tours through protected areas. In addition, eco-tourism involves direct interaction with the local population, through the purchase of local products and souvenirs, participation in traditional crafts workshops and organic food tasting. All these activities make tourists active participants at the destination and contribute to their memorable tourist experience - emphasized Šagovnović and added that some glamping destinations in Serbia have already attracted the attention of tourists, standing out with their unique concept and attractive locations.

In addition to the above, as they remind, the invitation of the World Tourism Organization (UNWTO) for the selection of the "Best Tourist Village according to UNWTO" has been published for many years. The goal is to recognize a village that is an outstanding example of a rural tourist destination with recognized cultural and natural resources, that preserves and promotes values, products and lifestyle in the village and community, as well as that it is committed to sustainability in all its aspects - economic, social and ecological, with the main goal that tourism becomes one of the drivers of positive development and the well-being of the rural community.

- In this category, the village of Mokra Gora was declared the best village in Serbia in 2021. The upgrade program "The Best Tourist Villages according to UNWTO" is actually the UNWTO`s support to a number of selected villages that do not fully meet the criteria for recognition - "The Best Village", in order to overcome the shortcomings identified in the evaluation process. In addition to individual mentoring, the villages in the Upgrade Program will join the Best Tourism Villages Network (BTV), which covers five world regions. This category included the village of Gostilje, which has been in the upgrading program since 2021. There is also the "Best Tourism Villages according to UNWTO" Network (Best Tourism Villages - BTV) - a platform for learning, exchanging knowledge, experiences and good practices among members. Members of the Network become those villages that have been declared the best tourist villages by UNWTO, as well as those that will receive support within the Upgrade Program. Experts and partners from the public and private sectors who are engaged in the promotion of tourism as a driving force for rural development contribute to this network. This year, the call was again announced in the form of the UNWTO "Best Tourist Villages" competition in 2025. Villages from all over Serbia have the right to participate in this prestigious competition at the world level - the ministry says.

- Although the exact percentage is not known, the fact that more and more camps and rural households are adapting to these needs suggests that the market for these tourist services is on the rise - the Association for Tourism points out.

And the story does not end there when we talk about Serbia`s offer, which adapts to the various affinities of modern tourists. The Ministry`s Department of Tourism reminds that tourists who plan their trips in accordance with the calendar of events and festivals that interest them should not be forgotten. According to this sector of the ministry, the events have become the first tourist product that has attracted a large number of tourists from the countries of the region, Europe and the world in recent years. During their stay at the events, tourists plan to extend their stay in Serbia in order to visit some of the other attractions, according to their own preferences and age.

- They often decide to continue traveling to one of the countries in the region. Since the tourists who come to Exit, Guča, Beer Fest, Wine Vision Fair, as well as BITEF, FEST and other manifestations, are not the same according to demand segments, reasons for coming, as well as the experiences they expect, we cannot generalize about the additional offer for all of them. Of course, getting to know the cultural offer, the way of life outside urban areas and being in nature (hiking, mountaineering, cycling and other activities within the tourism product - special interests) are additional activities that are decided upon. Stakeholders in tourism in the public, private and civil sectors at the local level should recognize the requirements of tourism demand and accordingly create a tourist offer, in order to attract tourists who come to events. In this way they will meet the tourist demand, keep them longer and they will earn more. These are, in the end, the laws of the tourist market - according to the Department of Tourism.

- We treat this topic as a very interesting niche of creative and cultural tourism, which requires a professional approach from stakeholders at the local level, namely the public, private and civil sectors. The Serbian Film Association has already considered the possibility of meeting this segment of tourist demand, which is interested in tours of locations where films, series, documentary shows, preserved scenery were filmed. Nothing that has global popularity and would attract foreign tourists was filmed in Serbia, but domestic tourists want to see the houses where the series "Happy People", "A Better Life" and "Family Treasure" were filmed, as well as the places where the movie "Marathon Runners Run the Lap of Honor" was filmed. On the other hand, Rajački Pimnice became even more popular because of the action of the series "Secret of the Vine, and the same was the case with Baranda in Vojvodina, because of the series "The People will Return" - they emphasize in the Department for Tourism of the relevant ministry.

As in everyday routines, tourism and the creation of tourist offers have not bypassed digitization and technological innovations, especially when it comes to visiting museums, other cultural institutions, and historical sites. Because, of course, the modern tourist does not accept these tours with enthusiasm if they do not include a virtual experience and holograms.

- The Nikola Tesla Museum in Belgrade, one of the most visited in Serbia, uses interactive simulations and digital displays of Tesla`s experiments, enabling visitors to explore his work and scientific legacy in an innovative way. With all these innovations, in the future, museums will increasingly turn classical sightseeing into an interactive experience and enable visitors to experience art, science and culture through virtual and augmented reality - Šagovnović points out.

- Digitalization offers opportunities for better services and personalized experiences. Further plans include improving digital infrastructure and integrating innovative technology solutions to enhance the experience of modern tourists. The Association for Tourism of the Serbian Chamber of Commerce, in cooperation with CDT HUB and startup companies, is actively working on digitizing the tourism sector through innovative technological solutions. The aim is to improve the tourist offer through digital platforms, smart services and interactive content that follow the modern demands of tourists - they say from this association.

Also, the Department of Tourism of the Ministry emphasizes that, in order to improve the quality and availability of tourist services in Serbia, digitization is recognized as one of the key activities in this field.

- In this sense, the need for the establishment of an information system for the digitalization of Serbia`s tourist offer was recognized - Tourist assistant. The project was initiated by the Ministry of Trade, Tourism and Telecommunications in 2021 and was completed in 2023. This platform enables competent institutions to enter and edit information about destinations in Serbia, as well as to enter and edit information about multimedia content related to specific tourist destinations, where their "identity card" is practically created (information about accommodation, attractions, other services and offers at the destination). Also, this platform enables the end user to have an easy and simple insight into the tourist locations of Serbia, using an internet browser or mobile devices. The application tracks the tourist`s geolocation and is integrated with a digital map in order to inform the tourist of the proximity of tourist sights or attractions - the ministry says.

- Serbia already has a rich tourist offer and diverse resources, but in order to become more competitive, further improvement of tourist infrastructure, diversification of tourist content and strengthening of digital tools for tourists are necessary. Also, the promotion of authentic local experiences, connecting cultural heritage with modern technologies and better traffic connections would contribute to an even greater attractiveness of the destination on the international tourist map - Ivana Šagovnović points out.