Abstract

AbstractThis chapter examines Serbia's pursuit of a "sustainable" tourism development policy and the context within which this is evolving. This context comprises: Serbia being set in relative isolation during the 1990s; the physical destruction and regional instability wrought by the break up of Yugoslavia; and the consequent loss of markets and the need to assert a new identity both for Serbia and its regional setting. Sections of the chapter discuss: tourism as re-imaging national identity; recent trends in tourism development in Serbia; the strengths, weaknesses, opportunities, and threats of Serbian tourism; the strategic frame for sustainable tourism development in Serbia; tourism image requirements; and the promotion of Serbia.

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