KREIRANJE ODRŽIVE DESTINACIJE- STUDIJA SLUČAJA VALJEVO, SRBIJA

The development of destination in accordance with modern tourism demand can ensure its competitive position. Application of sustainable development principles is one of the opportunities for achieving this goal. Modern travel demand is environmentally and socially responsible and tourism industry needs to respond appropriately. Serbia as undeveloped destination can become competitive if its management essentially complies with sustainability principles. In particular micro-destinations in Serbia that are not sufficiently developed or positioned can use sustainability movement as a basis for its (re)creation. Research conducted in Valjevo as its result produced the destinations’ current potential for sustainability and competitiveness.