Strategija ruralnog turizma

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Strategija ruralnog turizma

  1. 1. Volume II: Strategy for Sustainable Rural Tourism Development in Serbia Contents 1. Strategy Serbia 2. Strategy Appendix
  2. 2. Volume II: Strategy for Sustainable Rural Tourism Development in SerbiaThe development of the National Rural Tourism Master Plan is one of the key components ofthe Sustainable Tourism for Rural Development UN Joint Programme (JP), which workstowards the diversification of the rural economy in Serbia.Other key activities include a) providing guidance for public investment, which is aimed atcreating national and international partnerships between public, civil and national sectororganizations, b) strengthening the capacities of rural tourism entrepreneurs, tourismorganizations and NGOs, and c) supporting local projects through the Joint UN Fund forSustainable Rural Tourism. The UN JP activities are implemented in four target regions, namelySouth Banat on the Danube, East Serbia, Central Serbia and Lower Danube.Five UN agencies, including UNWTO, FAO, UNDP, UNEP and UNICEF, in cooperation with anumber of Government of the Republic of Serbia national partners, namely the Ministry ofEconomy and Regional Development, the Ministry of Agriculture, Trade, Forestry and WaterManagement, and the National Tourism Organization of Serbia are implementing the JointProgramme.The Spanish Millennium Development Goals Achievement Fund (MDG-F) is providing 4 millionUSD for the implementation of the UN JP, which started in December 2009 and will last untilJune 2012.This report was prepared by the UNWTO with the collaboration of the consulting company,Tourism & Leisure Advisory Services, and its local partners. -2-
  3. 3. STRATEGY FOR SUSTAINABLE RURAL TOURISM DEVELOPMENT IN SERBIAUN Joint Programme „Sustainable Tourism for Rural Development‟ funded by the Spanish MDG Achievement Fund Strategy Report 19 April 2011
  4. 4. Volume II – Strategy for Sustainable Rural Tourism Development in SerbiaIndex1 Introduction ............................................................................................................................................................ - 4 -2 Vision and objectives ............................................................................................................................................. - 7 - 2.1 Vision for the Rural Tourism Master Plan ....................................................................................................................... - 7 - 2.2 Objectives of the Rural Tourism Master Plan.................................................................................................................. - 8 - 2.3 Millennium Development Goals (MDG)........................................................................................................................... - 8 - 2.4 EU accession goals....................................................................................................................................................... - 10 - 2.5 Serbian Tourism Goals ................................................................................................................................................. - 10 - 2.6 Rural Tourism Goals ..................................................................................................................................................... - 12 -3 Rural Tourism Positioning.................................................................................................................................... - 17 - 3.1 Rural Tourism positioning strategy................................................................................................................................ - 17 - 3.2 Rural Tourism symbols ................................................................................................................................................. - 19 - 3.3 Rural Tourism attributes ................................................................................................................................................ - 20 - 3.4 The challenge of differentiation ..................................................................................................................................... - 20 -4 Rural Tourism Cluster development strategy....................................................................................................... - 22 - 4.1 Methodology.................................................................................................................................................................. - 22 - 4.2 Strategy for Rural Tourism Clusters development ........................................................................................................ - 24 - 4.3 Strategy for Rural Tourism Clusters prioritisation ......................................................................................................... - 26 -5 Rural Tourism Experience development strategy ................................................................................................ - 30 - 5.1 Rural Tourism Experience strategy ............................................................................................................................... - 30 - 5.2 Rural Activities (products) general strategy .................................................................................................................. - 31 - 5.3 Rural Tourism Clusters (RTC) and Rural Activities (products) strategy ........................................................................ - 36 - 5.4 Man-made facilities strategy ......................................................................................................................................... - 43 - 5.5 Rural Accommodation strategy ..................................................................................................................................... - 45 - 5.6 Agriculture sector strategy within the rural tourism sector ............................................................................................ - 49 - 5.7 Special programme for villages and farms in Serbia..................................................................................................... - 50 - 5.8 Special programme for school and children / youth tourism ......................................................................................... - 50 -6 Market development, Promotions and Commercial strategy ............................................................................... - 53 - 6.1 Market development strategy ........................................................................................................................................ - 53 - 6.2 Rural Tourism Branding Strategy .................................................................................................................................. - 60 - 6.3 Online marketing strategy ............................................................................................................................................. - 61 - 6.4 Sales and commercialization strategy........................................................................................................................... - 61 - 6.5 Communication and promotion strategy ....................................................................................................................... - 61 - 6.6 Institutional destination organization strategy ............................................................................................................... - 62 -7 Economic Rural Tourism strategy ........................................................................................................................ - 63 - 7.1 Methodology.................................................................................................................................................................. - 63 - 7.2 Conclusions................................................................................................................................................................... - 64 - 7.3 Tourism and rural tourism projection models ................................................................................................................ - 66 -8 Environmental and Social strategy ...................................................................................................................... - 69 - 8.1 Environmental strategy ................................................................................................................................................. - 69 - 8.2 Social strategy............................................................................................................................................................... - 72 -9 Tourism Support development strategy ............................................................................................................... - 74 - 9.1 Infrastructure development strategy.............................................................................................................................. - 74 - 9.2 Quality development strategy........................................................................................................................................ - 76 - 9.3 Human Resources development strategy ..................................................................................................................... - 79 - 9.4 Private sector development: Micro & Small Enterprises ............................................................................................... - 85 - 9.5 Financial support ........................................................................................................................................................... - 87 - 9.6 Legislative support ........................................................................................................................................................ - 89 - -2-
  5. 5. Volume II – Strategy for Sustainable Rural Tourism Development in Serbia10 Organisation framework....................................................................................................................................... - 91 - 10.1 Local, regional, national, trans-national levels .............................................................................................................. - 91 - 10.2 Tourism strategy governance........................................................................................................................................ - 93 - 10.3 Tourism strategy implementation ................................................................................................................................ - 103 - -3-
  6. 6. Volume II – Strategy for Sustainable Rural Tourism Development in Serbia1 IntroductionThe objective of this report, Strategy for Rural Tourism in Serbia, is to present the initial strategy forthe development of Rural Tourism in Serbia. The strategy is developed based on the keys findingsfrom the Diagnostic Report, which found that Rural Tourism has a critical role to play in thedevelopment of tourism in Serbia. Furthermore, it found that Rural Tourism can play a leading rolein the diversification of the rural economy and as a mechanism to reduce poverty, improve thequality of life, preserve cultural heritage and protect the environment. The role of the agriculturalsector is particularly important in the development of Rural Tourism.The strategy for the development of Rural Tourism in Serbia fits within the larger framework of thedevelopment of tourism in Serbia. It has an extremely important role to play as it represents a greatopportunity for the further development of tourism and the creation of a strong Rural Tourismdestination in Serbia.The objective of this report is to present the main strategies proposed for the development of RuralTourism in Serbia. It is important to reflect on the key findings of the Diagnostic Report, which haveidentified the high potential for the development of Rural Tourism in Serbia, as well as identifyingthe current gaps in creating social-, economic- and environmental value for Serbia. These keyfindings have been included in the first chapter of this report.It is important to highlight the key role which Rural Tourism can play in supporting the MillenniumDevelopment Goals, EU accession goals, the sustainable development of rural areas of Serbia aswell as the overall Serbian tourism goals. The second chapter of the report defines the Vision andObjectives of the Rural Tourism strategy and highlights the role which Rural Tourism should play inmeeting the wider objectives for Serbia.The third chapter defines the Rural Tourism positioning for Serbia. This is followed by the fourthchapter which defines the territorial strategy for the development of Rural Tourism as well as theprioritisation strategy.The fifth chapter defines the strategy for the development of the Rural Tourism experience inSerbia. The strategy is comprised of a holistic perspective of Rural Tourism which incorporates therural activities and rural accommodation strategies. The sixth chapter defines the economicstrategy and estimates the economic value of the development of Rural Tourism. The seventhchapter defines the environmental and social strategy.The eighth chapter defines the market development strategy, as well as the promotions andcommercialisation strategies. The ninth chapter defines the tourism support strategy, which isfollowed by the final chapter, the organisational framework strategy.The preliminary Strategy report is the third deliverable of the project, and will be followed by PhaseIII: the Rural Tourism Action Plan. -4-
  7. 7. Volume II – Strategy for Sustainable Rural Tourism Development in Serbia1.1 Key conclusions from Diagnostic ReportThe key conclusions of the Diagnostic Report show that there are strong opportunities for thedevelopment of Rural Tourism in Serbia. However, it found that there are weaknesses which needto be addressed as a high priority. The main conclusions from the Diagnostic Report are asfollows: Most of the Serbian territory is rural with a large and diversified number of nature and culture- based assets, spread out throughout the country. These resources are highly attractive for the development of a holistic Rural Tourism experience. Furthermore, the majority of these resources have not been developed for Rural Tourism although they have high potential for development. The Rural Tourism concept is an integrated rural experience based on the interaction of rural activities and rural accommodation. Rural Tourism is highly correlated with many different products which are already developed by TOS. The Serbian rural values and symbols are already highlighted by the “Village life” product of TOS and other products such as Nature and Earth Tourism and Cultural Tourism. Rural Tourism can support the further development of these products and can further enhance them. Rural Tourism has already been developed in some areas of Serbia. Most important areas are Western Serbia, Vojvodina and Central Serbia. Rural Tourism has a key role to play in the protection and enhancement of the natural environment of Serbia. The natural environment is one of Serbia´s strongest resources and it should be protected. Furthermore, Rural Tourism is already playing an important role in rural Serbia and is generating a significant level of income. Rural Tourism is an emerging reality in Serbia supported by the more than 32,000 beds (registered and non-registered) in rural areas1, from which 10,000 beds are exclusively rural. It is estimated that these total beds are generating yearly more than 5 billion RSD of accommodation incomes and contributes approximately 5 billion RSD more direct incomes for the tourism sector.  These more than 10 billion RSD incomes do not take into account visitors that do not stay at least for one night or stay with friends or relatives, although they also spend money in tourism services and others and therefore generate additional incomes for the rural areas. The 10 billion figure do not either account for the indirect contribution to the local economy in terms of incomes and employment.  Just for the purpose of giving an order of magnitude, these estimated total 10 billion RSD incomes would represent 16% of the Direct Travel and Tourism GDP calculated by WTTC (World Tourism and Travel Council) in Serbia for 2010 which sums up 62.4 billion RSD. In terms of the Rural Tourism Sector, besides these figures, it is clear that there are many gaps in most units, such as tourism assets, leisure and entertainment activities, restaurants, handicrafts, agricultural products used directly or indirectly by the tourism sector, etc. From a positive point of view, these gaps represent opportunities that can be taken to generate businesses, especially micro and medium enterprises, as well as employment. Rural Tourism can play a key role in Serbia in terms of diversifying the rural economy, thereby, creating employment opportunities which will generate additional incomes for rural households, reduce unemployment (specifically among women and young people) and can help to maintain or repopulate villages. Furthermore, the development of Rural Tourism will empower small1 Refer to the Diagnostic Report for full details on calculations -5-
  8. 8. Volume II – Strategy for Sustainable Rural Tourism Development in Serbia scale farmers by giving them the possibility to directly offer their high quality products to the tourists. It is expected that Rural Tourism will also play a significant role in the preservation of traditional farming practicesThere is, therefore, an opportunity to use Rural Tourism as a support to the general tourismdevelopment is Serbia. However, there are also many gaps and barriers that need to be addressedand removed, among others the following major ones identified in the Diagnostic Report: Road infrastructure in rural areas and particularly between rural tourism resources need to be improved. Need for structured Rural Tourism experiences which include activities, accommodation and man-made facilities. High seasonality issues that are affecting the use of rural areas and the occupancy of tourism accommodation which is extremely low (average 4% yearly occupancy for rural units and 21% for other accommodation units). Lack of international standards and quality guarantees throughout the Tourism Sector, especially accommodation facilities. Human resource awareness and development in order to understand and use the opportunities provided by rural tourism in a sustainable way. Organization between the national, regional and local stakeholders (public and private sectors, civil society) in order to manage rural tourism development in an efficient and sustainable way. Lack of standardized traditional food products and quantity of such products. -6-
  9. 9. Volume II – Strategy for Sustainable Rural Tourism Development in Serbia 2 Vision and objectives The objectives of this chapter are as follows:  To define the vision of development of the Rural Tourism Master Plan of Serbia  To define the strategic objectives of the Rural Tourism Master Plan and to define the role that the Plan should play in supporting other strategic objectives of Serbia 2.1 Vision for the Rural Tourism Master Plan The overall vision of Rural Tourism master plan of Serbia is to develop a master plan for socially, economically and environmentally sustainable rural tourism. It should be emphasised that the vision of sustainable Rural Tourism is a balance of economic sustainability, socio-cultural sustainability and environmental sustainability. Without the interaction and balance of these three components, the benefits of rural tourism will be limited. Furthermore, Serbian rural tourism relies on a large and diversified number of nature and culture based assets which need to be conserved, sustainably used and further enhanced through tourism development. Sustainable rural tourism generates local income and integrates local communities with a view to improving livelihoods and reducing poverty; conserves natural and cultural assets such as biodiversity, cultural heritage and traditional values; supports intercultural understanding and tolerance, aspires to be more energy efficient and climate sound; avoids over consumption of water; and minimises waste. Economic Socio-culturalsiness plan basé sur le cycle de vie et sustainability sustainabilitycoûts et bénéfices à long terme Priorité 3eur ajoutée, marketing des pratiques durables Ruralour économique vs. investissement en capital Tourismûts d’exploitation et d’entretien Environmental sustainability  To lead the differentiation of Serbia against its competitors and for it to become one of the leading destinations Rural Tourism in the Balkans.  To develop a rural tourism plan which supports the overall tourism objectives of Serbia and plays a leading role in supporting the MoERD in achieving these objectives  To support Serbia´s objectives for EU accession  To support the objectives of Serbia´s Millennium Development Goals  To contribute to sustainable rural development of Serbia -7-
  10. 10. Volume II – Strategy for Sustainable Rural Tourism Development in Serbia2.2 Objectives of the Rural Tourism Master PlanThe objectives of the Rural Tourism Master Plan are made up different layers which arecomplementary and provide a detailed set of multiple objectives for the master plan. The mainobjectives are summarised in the below diagram: Rural Tourism Goals Serbian Tourism Goals EU accession goals Millenium Development Goals (MDG)2.3 Millennium Development Goals (MDG)The UN MDG Declaration states that tourism has a significant potential to directly support andstimulate local economic development of rural based tourism. The development of rural basedtourism in Serbia is particularly important given the challenges of unemployment, depopulation andthe need to diversify the agricultural economy, which have been highlighted in the DiagnosticReport. The objective of the Rural Tourism Plan for Serbia, therefore, is to support the MoERD, theMAFWM and the United Nations in achieving the Millennium Development Goals for Serbia.Specifically, the Rural Tourism Master Plan should support the MDG goals as follows:2.3.1 Eradicate extreme poverty and hunger (MDG 1)The goals of the Rural Tourism Master Plan of Serbia are to contribute to MDG1 in the followingway: Create employment opportunities by the stimulation of the rural tourism sector. Support and activate the participation of women and young in rural areas in the tourism sector, thereby, creating employment and contributing to the reduction of unemployment. The role of women in the production of hand crafts and maintaining local tradition should be supported and encouraged. Tourism awareness and training will also be needed within the strategic framework of the rural development master plan in order to show opportunities and to provide skills for unemployed people to enter the tourism market.2.3.2 Ensure environmental sustainability (MDG 7)The goals of the Rural Tourism Master Plan of Serbia are to contribute to MDG7 in the followingway: -8-
  11. 11. Volume II – Strategy for Sustainable Rural Tourism Development in Serbia Sustainable development principles should be included in the rural tourism master plan to ensure that the development of rural tourism protects natural resources and prevents their deterioration. Furthermore, the plan should encourage the revitalising of natural and cultural assets which are not being used to benefit the rural communities. The principles of sustainability should always be the key principle which underlies the development of any tourism activity related to rural tourism. Where possible, the rural tourism master plan should aim to identify ways in which energy can be used in an efficient way.2.3.3 Develop Global Partnership for Development (MDG 8)The goals of the Rural Tourism Master Plan of Serbia are to contribute to MDG8 in the followingway: It should encourage sustainable economic growth and the diversification of the economy in rural areas. It should support the investment in human resource development and the development of human capacity in the rural tourism sector. It should create co-operation structures and mechanisms between the public and the private sectors, as well as the civil society, with special emphasis at the regional and local levels, in order to build long term governance self capacity. Co-operation should also contemplate other dimensions such as between municipalities and regions of Serbia, as well as with other neighbouring countries.The below table summarises the National Development Goal targets addressed by the JointProgramme (JP): 2 MDG targets addressed by JP MDG 1. Eradicate 1.1. Reduce unemployment rate of young by at least one third Extreme Poverty and 1.2. Reduce unemployment rate of persons with disabilities by at least 20% Hunger 1.3. Reduce unemployment rate of women by over 45% 7.1. Integrate sustainable development principles in national documents, stop the loss of natural resources and encourage their revitalisation MDG 7. Ensure 7.2. Adopt and implement national programmes, strategies and laws Environmental governing sustainable development and environmental protection in Sustainability Republic of Serbia by 2015. 7.5. Increase energy efficiency and usage of renewable energy 8.1. Dynamic and sustainable GDP growth based on assumptions MDG 8. Develop a Global established by the National Investment Plan the Strategy of Promotion and Partnership for Development of Foreign Investments and the Strategy for Economic Development Development until 2012. 8.3.Increase Investments in human resources development by 70%2 Source: UNWTO Concept Note, 2010 -9-
  12. 12. Volume II – Strategy for Sustainable Rural Tourism Development in Serbia2.4 EU accession goalsThe goals of the Joint Programme (JP) are to support the government is Serbia´s accession to theEU. Specifically the JP will support the accession by promoting a strategic approach to thesustainable tourism development at a national level 3:2.4.1 National Tourism Master PlanThe goal is to develop a National Rural Tourism Master Plan which will bring together public-private and civil society stakeholders to create a plan that addresses the needs of rural tourismstakeholders, aligning them with the tourist demand and consumers in a national approach. TheMaster Plan will be an opportunity to show the EU how the multiple stakeholders at a national levelcan collaborate in Serbia with the objectives of creating economic-,social and environmental value.2.4.2 National Programme for Rural DevelopmentThe goal is to support the rural planning initiatives to diversify the rural economy, strengthen socialcapital and environmental protection. The JP will facilitate Serbia´s access to the EuropeanCommission funding for environmental action, rural economy diversification and local partnershipdevelopment, with the aim of reducing poverty in rural areas in a sustainable manner.2.4.3 Investment mainstreamingThe goal is to facilitate the initiatives targeting national and international partnerships of public,private and civil society. The lessons learned from the pilot projects as part of the JP should beused to guide public investments in sustainable rural development. It should also support Serbia infuture applications for funding.Furthermore, Serbia´s accession to the EU will give it the opportunity to access special funds forthe development of rural areas. For example, the ERDF: European Regional Development Fund,which aims to support economic development in the European Regions, inclusive of andespecially in rural areas.2.5 Serbian Tourism GoalsThe goals for Rural Tourism development in Serbia fit within the overall goals for Serbian Tourism.The Tourism Development Strategy of the Republic of Serbia (2007) defines specific Serbiantourism goals and the Rural Tourism Master Plan will play an important role in supporting theseobjectives through the development of Rural Tourism. Specifically, Rural Tourism will support theSerbian Tourism goals in the following ways:2.5.1 Economic supportThe goal for tourism in Serbia is to encourage economic growth and to increase total income fromthe tourism sector4. Different Master Plans have been commissioned and are being adopted3 Ibid - 10 -
  13. 13. Volume II – Strategy for Sustainable Rural Tourism Development in Serbiathroughout the Serbian territory in order to consolidate this trend. The further development of allthe units that made up the Tourism Sector can result in a further economic development. Theobjective is that Rural Tourism will contribute to the economic development of Serbia through thedevelopment of economic opportunities in rural areas. In particular, the stimulation anddiversification of the agricultural sector will support these objectives. Furthermore, the RuralTourism Master Plan should support economic development by addressing the gaps in the ruralTourism Sector. It is estimated that Rural Tourism already contributes 5.2 billion RSD ofaccommodation incomes and an estimated total 10.4 billion RSD of direct economic contribution toSerbia5.2.5.2 Facilities and infrastructure developmentThe goal for Serbia is to increase the utilization of existing accommodation facilities by improvingthe overall capacity6. Additionally, the goal is the development of adequate infrastructure andfacilities for tourism products which require long term investments. Above all these includemountain tourism and special interest7. The product development strategy for Rural Tourism willaim to further stimulate and encourage the demand for rural facilities and accommodation. Thedevelopment of infrastructures, particularly rural roads, is important for the development of RuralTourism. Furthermore, the development of Rural Tourism will require investment in man-madefacilities in rural areas.2.5.3 Increase in tourist arrivals and revenuesThe goal for Serbia is to increase the number of tourist arrivals and overnights by 2015 8 at least ata compound annual growth rate least of 3%. The definition of the positioning of tourism in Serbiawill be key in attracting increased domestic and international tourists to Serbia. The development ofthe Rural Tourism products will aim to stimulate increased interest in discovering rural Serbia andwill encourage increased tourist arrivals and overnights, as well as stimulating increased revenues.2.5.4 Increase employment in sectorThe goal for Serbia is to increase direct employment in the tourism sector9. The development of jobopportunities in the tourism sector and support for skills development and training will aim toincrease employment in the sector. Specifically, the development of Rural Tourism should play akey role in the creation of new employment opportunities in rural areas.2.5.5 International standards guaranteeThe goal for Serbia is to increase security and application of international quality standards andtourist consumer protection according to European business practice in order to attract foreigntourists10. The development of Rural Tourism in Serbia can support the overall development ofinternational standards in tourism. The introduction of minimum standards and quality guarantees4 The Tourism Development Strategy of the Republic of Serbia, 20075 The details of the calculations of the economic impact of Rural Tourism in Serbia can be found in aseparate chapter, Economic Rural Tourism Strategy, in this report.6 The Tourism Development Strategy of the Republic of Serbia, 2007, states that the objective is to increasetourism capacity to 150.000 beds by 2015.7 The Tourism Development Strategy of the Republic of Serbia, 20078 Ibid9 The Tourism Development Strategy of the Republic of Serbia, 2007, states that the objective is to increasedirect employment in the tourism sector to 100.000 workers.10 The Tourism Development Strategy of the Republic of Serbia, 2007, - 11 -
  14. 14. Volume II – Strategy for Sustainable Rural Tourism Development in Serbiain rural areas will help to give tourists and visitors more security in terms of expected levels ofservice and products.2.6 Rural Tourism GoalsThe following objectives are specifically defined for Rural Tourism. These are within the context ofthe other objectives that have been outlined in the above sections of this chapter. Serbian Rural Tourism positioning goals  The objective is to develop a strategy which defines the USPs for Rural Tourism in terms of multiple components and multiple aspects. These are driven mainly by rural activities  Define and develop the multi- and rural accommodation; while at the same time consider layered Unique Selling the tangible and intangible factors that define the rural Propositions (USPs) for Rural destination of Serbia. Tourism in Serbia  The development of the integrated and multiple USPs should always strive to develop and enhance a truly Serbian character of the Rural Tourism experience.  The objective is to create a competitive positioning of Rural Tourism in Serbia by having a holistic strategy for the development of Rural Tourism experiences (integration of rural activities and rural accommodation)  The objective is to build on the natural and cultural strength of Serbia by developing rural activities and at the same time, develop the supporting structures needed to make Serbia competitive.  Create a highly competitive  This objective needs to take into account the position and positioning of Rural Tourism in relationship of rural tourism with regards to other tourism Serbia products of Serbia and also to consider the competitive positioning with regards to other neighbouring countries.  In the short and mid-term the objective is to further differentiate from Romania and Bulgaria, especially through a focus on accommodation and creating options which integrate activities and accommodation.  At the same time the objective is to have comparable advantaged with regards to Hungary and the Czech Republic and to surpass their competitiveness. Serbian Rural Tourism Experience (product) goals  The objective is to create a uniquely Serbian Rural Tourism  Develop a competitive and experience through the integration of rural activities and rural unique Serbian Rural Tourism accommodation. Experience  The aim is to develop the special Serbian elements of the offer so that it is uniquely Serbian.  Leverage the products which are already associated with  Leverage products which are rural tourism to further develop the rural tourism offer already developed in rural Serbia  In parallel, these products should always be developed with a strong Serbian context. - 12 -
  15. 15. Volume II – Strategy for Sustainable Rural Tourism Development in Serbia  Develop tourism activities in rural areas which are combined  Combine activities and with accommodation in rural areas, to provide an integrated accommodation in rural areas rural tourism experience with a strong Serbian character and with a strong Serbian character context, whenever possible.  The objective is to create packages of experiences which give the visitor an integrated and varied experience of rural  Develop integrated leisure and Serbia. entertainment offers which are  The aim is to create organized activities which are attractive intrinsically Serbian in character to different segments by making use of tourism assets but also creating man-made attractions and activities  The objective is to further develop the attractiveness of existing man-made resources by improvements in the level of quality and services. Thereby increasing the footfall and revenues.  The man-made facilities should – as much as possible -  Develop man- made facilities reflect Serbian value and should further enhance the with a Serbian character positioning of Rural Serbia.  The number of man-made attractors should be increased and is a tool for the dispersion and diversification of the leisure and tourism offer in rural Serbia. This is particularly important in areas with lower natural and cultural attractiveness.  The objective is to increase the number of beds for rural use (this includes rural households and general tourism beds 11 usable for rural tourism .  The accommodation facilities should reflect a truly Serbian  Improve rural accommodation character (which may be expressed in terms of tradition or capacity and character modern Serbia).  The general tourism beds usable for rural tourism should increase to 39,287 in 2013, 42,574 in 2015 and 47,653 in 12 2020 . Rural Tourism Quality goals  Ensure that the quality level meets minimum international standards and provides a quality guarantee.  The objective is to improve the rural accommodation offer by  Standardise the level of quality in ensuring more consistent quality of international standards. rural tourism and differentiate  The rural accommodation typologies should be further through quality labels standardised and defined to allow the development of an authentic and varied Serbian rural tourism accommodation offer. Rural Tourism Economic and tourism demand goals  The objective is increase the number of rural overnights from  Increase the demand for 2.7 million to 4 million in 2013, 4.8 million in 2015 and 7.4 overnights million in 2020.  13 Increase accommodation revenue from 5.2 bn RSD to 6.3  Increase revenues from rural bn RSD in 2013, to 8.2 bn RSD in 2015 and 14 bn RSD in tourism activities 2020.11 The Diagnostic Report refers the rural accommodation supply as rural households and hotels and otheraccommodation (which are close to rural areas and can, therefore, be used by rural tourists).12 Please refer to Rural Tourism projections model for full details13 Bn= billion - 13 -
  16. 16. Volume II – Strategy for Sustainable Rural Tourism Development in Serbia  Increase the tourism economic direct multiplier from 0.97 to 1 in 2013, to 1.1 in 2015 and 1.6 in 2020  Increase the total economic contribution of rural tourism to the economy of Serbia from 10.4 bn RSD to16.5 bn RSD in 2013, 22.4 bn RSD in 2015 and 45.5 bn RSD in 2020.  The objective is to increase the occupancy rates of general  Increase occupancy rates of rural tourism from 21% to 24% in 2013, to 26% in 2015 and 30% accommodation in 2020 and rural tourism occupancy rates from 4% to 12% in 2013, to 17% in 2015 and 30% in 2020  The objective is to increase the number of day visitors, especially from international regional markets.  Increase focus on day visitors  The objective is to increase day visitors from 1.2 million to 1.9 million in 2013, to 2.4 million in 2015 and 3.9 million in 2020. Rural Tourism Social sustainability goals  The objective is to use the wealth of natural, cultural and social resources in rural Serbia to further diversify the rural  Diversify the rural economy and economy by creating new rural employment opportunities. reduce unemployment in rural  The goal is to engage local rural communities in tourism and, areas thereby, reduce unemployment and depopulation in rural areas.  The objective is to develop local markets in order to ease the access to market of local agricultural products, food and non- food products processed locally and in particular those  Support sustainable small scale deriving from small scale farming. Small scale farmers farming initiatives of high natural represent a key element for conservation of rural traditions, and cultural value and further culture and landscapes; and high value nature farming develop local markets practices. Small scale production of high quality products processed traditionally or locally have no chance to compete with conventional products in open markets  The objective is to further develop the natural and intrinsic values of women and other disadvantaged groups in rural Serbia as part of the authentic rural tourism experience.  Activate the participation of  The goal is to further develop local handcrafts and traditional women and disadvantaged methods of production (foods, drinks, clothes, carpets) and groups in rural tourism to develop these as a source of income for rural communities, while at the same time creating a unique tourism experience for the visitor.  The objective is to revitalise the use of rural schools and to bring children back to schools which are suffering from a lack  Revitalise rural schools14 of students. The development of Rural Tourism should encourage the use of rural schools to stimulate active and outdoor learning for groups of children and youth. Rural Tourism Environmental sustainability goals  The objective is to further protect and enhance the natural  Preserve and manage natural and cultural assets in rural Serbia and to provide and cultural assets and development solutions to protect these from degradation and landscapes in a high rural sources of pollution. The preservation and enhancement of environmental quality by the environmental quality is a key-factor for the sustainable minimising environmental risks usage of Rural Tourism as economic driver in rural areas of Serbia14 Objective supported by UNICEF - 14 -
  17. 17. Volume II – Strategy for Sustainable Rural Tourism Development in Serbia  Reduction of GHG emission –  The aim is to sell agricultural products close to the place of cutting carbon footprint production, thus avoiding transportation for longer distances  Develop infrastructure in rural  The aim is to develop renewable energy sources in rural areas which supports sustainable Serbia which will be closely linked with the development of life styles rural tourism.  The goal is to involve local communities and stakeholders in  Create social awareness and Rural Tourism and instantly. Use Rural Tourism as a tool to involve community in educate the communities in environmental concerns and sustainability initiatives for Rural possibilities to prevent the environmental degradation. Tourism Marketing goals  The objective is to create a clear identity and branding for Serbia as a rural tourism destination.  The brand identity should support the overall positioning of  Clear identity, branding and Rural Tourism in Serbia. differentiation of Rural Tourism in  In the short and mid-term the objective is to further Serbia differentiate from Romania and Bulgaria. At the same time the objective is to have comparable advantages with regards to Hungary and the Czech Republic and to surpass their competitiveness.  The objective is to create a diverse and original rural tourism experience which will be attractive to a local, regional and international market. The aim is to use the proximity to many international regional markets as a key way of attracting  Diversification of the demand by potential visitors. geographic region  The 2015 objective is for the domestic overnights to make up 80% of total overnights in rural areas, and international regional and international “rest of the world” should make up 15 20%  The objective is to create rural tourism products in Serbia, which will combine rural activities with rural accommodation.  Reduce seasonality by creating The use of these activities and accommodation should experiences which are attractive create a diverse and interesting mix of experiences for the throughout the year visitor. The goal is that these rural tourism products are attractive to different markets throughout the year, thereby, reducing seasonality.  The objective is to improve the marketing of rural tourism in  Improve the marketing and Serbia by the development of the rural tourism marketing commercialization of rural strategy. The aim is to further leverage the use of new tourism in Serbia technologies, especially the internet, for both the promotion and sales of the rural products. Partnership and governance goals  Develop and Support  The objective is to create an entrepreneurial environment partnerships and cooperation and cooperation between numerous local farmers, between local farmers, villagers household owners and the tourism sector. Serbian villages15 Please refer to Projections chapter for full details - 15 -
  18. 18. Volume II – Strategy for Sustainable Rural Tourism Development in Serbia and tourism sector have a small and diverse agricultural production which needs to be coordinated to participate in the tourism sector. Furthermore, rural households are fragmented and many small farms remain isolated from the tourism sector. The development of partnerships between local farmers, rural households and the tourism sector is an important goal for the diversification of the rural economy.  The objective is to develop and support public-private  Develop and support rural partnerships through the development of partnerships tourism public-private between small rural stakeholders, local communities, civil partnerships sector, public services and established businesses (for example resorts which already exists in rural areas).  The objective is to create a governance structure which further extends its support for the development of rural  Improvement of Governance and tourism. institutional capacity to support  The aim is for the coordination, reporting structures and rural tourism funding to have a more integrated and coordinated approach to rural tourism. Rural Tourism Human Capacity development goals  The objective is to create awareness for the local population of what the opportunities are to enter the Rural Tourism  Increase awareness of industry. employment opportunities in  The objective is to create awareness for the general public, Rural Tourism but also to have a special focus on women, youth and disadvantages groups.  The objective is to provide the training and skills required to perform the jobs in Rural Tourism.  Provide training for skills  The objective is to provide skills which are transversal across development different units of the tourism sector, and at the same time to provide specific skills which are needed in particular units of the tourism sector.  Provide ongoing support for  The objective is to provide ongoing support to the people Rural Tourism skills development who are employed in Rural Tourism.  The objective is to provide specific training for small  Special programmes for Micro businesses and to address specific training needs for and Small Enterprises and the governmental institutions public sector Infrastructure and other support goals  The objective is to improve the accessibility to the Rural Tourism sites and between places of interest for tourism.  The objective is to improve the accessibility with motorised  Road infrastructure improvement and non-motorized vehicles of visitors to rural tourism sites and, thereby, also improve the access to rural areas for local communities  The objective is to improve the man-made leisure facilities in  Man-made infrastructure rural areas of Serbia  Furthermore, rural tourism signalisation can play an  Improvement of accessibility and important role in facilitating the arrival of tourists to their signalisation to rural tourism offer destination. - 16 -
  19. 19. Volume II – Strategy for Sustainable Rural Tourism Development in Serbia3 Rural Tourism PositioningThe competition analysis in the Diagnostic Report, found that there is strong competition in RuralTourism, both in terms of rural activities and rural accommodation. Despite the strong natural andcultural features of rural Serbia, neighbouring countries also offer many of the natural and culturalactivities. However, low differentiation was found in terms of the rural accommodation offer of thecompetition. The positioning strategy will propose how Rural Tourism in Serbia should approachthe challenge of differentiation.The objectives of this chapter are as follows: To define the Rural Tourism positioning for Serbia To define the symbols which should be used to support the positioning To define the attributes of the positioning strategy To define the differentiation strategy for Serbia3.1 Rural Tourism positioning strategyThe positioning strategy of Rural Tourism in Serbia should focus on the following: Create the USPs for Serbia as multi-layered USPs, which combine tangibles, intangibles, rural activities, and rural accommodation, while at the same time always develop the truly Serbian character of these aspects. Create a destination which reflects the authenticity and rural soul of Serbia throughout the territory. Create a Rural Tourism destination which is developed on the foundation of environmental, social and economic sustainability. Create an integrated and holistic Rural Tourism offer which combines rural activities with rural accommodation in an innovative an economical-, social and environmental- sustainable way. Create a highly competitive positioning of Rural Tourism in Serbia by focusing on a holistic positioning of Rural Tourism which will allow Serbia to become more competitive, especially with regards to Romania, Bulgaria and Hungary.The positioning statement should invite the tourist and visitor to discover the unspoilt beauty ofrural Serbia, to uncover its cultural heritage and to go on a personal discovery of the heart of theSerbian people. The positioning statement is, therefore, an invitation to discover and to experiencethe heart of rural Serbia. The Rural Tourism positioning should be within the overall positioning ofSerbia as a destination. The positioning proposed by the President of Serbia, Mr. Tadic, is asfollows: Serbia “Where tradition meets nature16”16 Slogan from UN day in Serbia and recommendation of the President of Serbia, Mr Tadic. Belgrade, 27September 2010 - 17 -
  20. 20. Volume II – Strategy for Sustainable Rural Tourism Development in SerbiaThe Serbia Rural Tourism positioning statement is proposed as follows17: Discover the soul of Serbia Look at the green forests and mountains, and blue rivers and lakes Listen to her stories of legends Taste the goodness of the earth Smell the purity Feel the heart of rural Serbia and meet her peopleThe positioning strategy for rural Serbia, should combine the physical elements (hardware) with thespiritual elements (software) to create an authentic rural tourism positioning with reflects theessence of the Serbian soul. It is important that these elements are developed in terms of the ruralactivities and rural accommodation strategies.3.1.1 Physical elementsThe physical elements include the experiences associated with activities and accommodation. Therural activities include: Nature:  Unspoilt natural beauty of rural Serbia  Diversity of nature and landscapes  Proximity of rural Serbia to urban centres in Serbia as well as neighbouring countries like Croatia, Hungary, Romania and Bulgaria  International recognition of natural beauty with resources listed as UNESCO Biosphere Reserves (Golija - Studenica) and Ramsar lists (Labudovo Okno, Gornje Podunavlje, Peštersko Polje and Slano Kopovo) Culture  Food and gastronomy of high quality with typically Serbian rural cuisine  Local events and festivals in rural communities  History and rich heritage, including cultural heritage and archaeological sites. Serbia boasts three cultural sites recognized on the UNESCO World Heritage List (Archaeological site Felix Romuliana, Studenica Monastery and Stari Ras and Sopocani)  The accommodation includes the physical proximity of the accommodation to the rural area and the level of physical contact of the guest with the rural household or rural accommodation. It relates to the level of immersion of the guest in the activities of the rural household (which can range from high to no involvement).17 During the national stakeholders workshop (Belgrade, December 1st) a modification on the presentedpositioning statement was proposed: “Share the soul of Serbia”. - 18 -
  21. 21. Volume II – Strategy for Sustainable Rural Tourism Development in Serbia3.1.2 Spiritual elementsThe spiritual elements include the emotional experiences associated with activities andaccommodation. The rural activities intangibles include:  Experiencing the rural lifestyle and slow pace of the countryside  Authentic people and places, experiencing the rural way of life as seen through the eyes of real people  Friendliness of the rural people and their open heartedness and heartfelt hospitality The emotional component of the accommodation includes the personal experience of the guest of the character and warmth of the rural household owner (or other rural accommodation). It relates to the way in which the guest is made to feel at home and part of the rural household.3.2 Rural Tourism symbolsSymbols are used as tools to position the destination and are used to create the mental image andassociation of the destination. Symbols are used to reinforce, illustrate and make tangible the coreof Rural Tourism. The symbols for rural Serbia should combine rural activities and ruralaccommodation.The strategy for the use of rural symbols for Serbia is as follows: Serbia Rural Tourism symbols Rural Activities symbols Rural Accommodation symbols  Nature  Farms  Culture: rural events + festivals  Rural gastronomy +  Traditional villages  Rural architecture  Heritage Human touch 3 - 19 -
  22. 22. Volume II – Strategy for Sustainable Rural Tourism Development in SerbiaThe symbols for rural activities include nature and culture symbols. The symbols for ruralaccommodation include farms, traditional villages and rural architecture. Finally, human symbolsshould be used to reflect the heart of the rural and multicultural Serbian people.3.3 Rural Tourism attributesSerbian Rural Tourism positioning should be further supported and made more tangible through aselection of attributes in order to convey a message of diversity of experiences to the potentialvisitor and tourist. Rural Tourism in Serbia can bring a wide array of opportunities to enjoy.It is comprised of a combination of physical attributes (based on activities and accommodation) aswell as emotional attributes. Accommodation Activities Phyiscal Physical Attributes 3 Priorité Attributes Rural Tourism Attributes Intangible AttributesAn example of these attributes is shown below: Physical attributes through activities includes lakes, mountains, rivers, heritage sites, hunting and bird watching. Physical attributes through accommodation includes rural architecture, traditional cottages (e,g. salas, vajat and brvnare), ethno villages and rural houses. Intangible attributes include the highly emotional and personal elements such as contact with the villagers, human contact, friendships, building memories and feeling a part of rural Serbia.Please refer to the Appendix for the full details of the chapter.3.4 The challenge of differentiationThe Diagnostic Report found that there is high competition for Rural Tourism in Serbia, especiallyfrom Romania, Bulgaria, Hungary and Czech Republic18. Despite the relatively high competition18 Please refer to the Competition Analysis in the Diagnostic Report for full details. - 20 -
  23. 23. Volume II – Strategy for Sustainable Rural Tourism Development in Serbialevels, Serbia has the opportunity to differentiate its Rural Tourism offer from its competitivemarkets by addressing multiple aspects. The key principles for differentiation are as follows: To follow a holistic approach to Rural Tourism development by combining rural accommodation with rural activities, to create truly authentic and integrated Rural Tourism experiences To always look for ways to develop and reinforce the intangibles and rural lifestyle with a truly authentic Serbian character by the ongoing involvement of the local communities. Although authenticity and friendliness can also be found in neighbouring competitors, it must be developed so that the Serbian intangibles achieve a truly strong association with the destination. Only the intangibles that are proper to Serbia can be used as competitive and unique features and they relate fundamentally to “lifestyle”, which needs to be expressed and illustrated in a very tangible way through symbols (rural events, style, architecture, design). To create innovative rural accommodation typologies which supporting the differentiation of Serbia´s rural accommodation by the development of typically Serbian accommodation in creative ways and in developing new Serbian typologies. To create rural man-made tourism facilities which are – as much as possible - intrinsically Serbian in character, while at the same time meet international standards. Furthermore, to ensure that international standards are achieved and promoted throughout the Rural Tourism Sector To constantly develop and invest in the development of human skills and management capacity. To show that the Rural Tourism model in Serbia is driven by economic, social- and environmental sustainability. - 21 -
  24. 24. Volume II – Strategy for Sustainable Rural Tourism Development in Serbia4 Rural Tourism Cluster development strategyThe Diagnostic Report found that the natural and cultural resources, which have potential to bedeveloped for Rural Tourism, are distributed throughout the Serbian territory. The report alsoidentified the strategic development priorities for tourism in Serbia, particularly through the TourismStrategy of Serbia, Tourism Master plans and the products being promoted by TOS. TheDiagnostic also identified key issues which have an impact on the development of Rural Tourism,which include aspects such as accessibility, hospitality offer and seasonality. The strategy willdefine the areas of the territory which should be prioritised for Rural Tourism development.The objectives of this chapter are as follows: To define the strategy for the development of geographic areas (called Rural Tourism Clusters) for Rural Tourism in the territory. In other words, to identify which areas should be developed as a focus for Rural Tourism throughout the territory. Given that there are many priority areas that have been identified for development, while at the same time there are budget considerations, further prioritisation of the Rural Tourism Clusters are considered. The second objective, therefore, it to define the prioritisation strategy for the different Rural Tourism Clusters. In other words, to define which of the Rural Tourism Clusters should be developed in which order.4.1 MethodologyThe methodology used to define the Rural Tourism development strategy is done in two mainsteps, as explained below:Step 1: Define Rural Tourism Clusters development strategyThe first step is the identification of which areas of the territory should be developed for RuralTourism and has been completed as follows: Rural Tourism Clusters (RTC) are developed as a result of taking the most relevant Factors and Attractors in the territory (as identified in the FAS analysis of the Diagnostic Report19) and grouping them with Tourism Master20 plans where relevant. The result is 12 Rural Tourism Clusters which should be developed for Rural Tourism. The 12 RTC are then grouped further into 4 Rural Tourism Cluster Groups considering the synergies and proximity of one or several clusters.The output is the Rural Tourism Clusters grouped into Rural Tourism Cluster Groups. Please note: The detailed methodology and step by step examples of the mapping are included in the Appendix. The 12 Rural Tourism Clusters are then further evaluated in order to prioritise them for development.19 Please refer to the Diagnostic Report, Chapter 4: Inventory and assessment of relevant tourism assets andfacilities20 Source: Master Plan Zlatibor-Zlatar, Master Plan Golija, Master Plan Vlasina, Master Plan Besna Kobila,Master Plan Lower Danube, Master Plan Stara Planina, Master Plan Kucajske Planine-Belijanica, MasterPlan Kopaonik, Master Plan Upper Danube, Master Plan Sremski Karlovci, Master Plan Novo Milosevo,Master Plan Soko Banja, Master Plan Tara, Master Plan Roman Emperor´s Route - 22 -
  25. 25. Volume II – Strategy for Sustainable Rural Tourism Development in SerbiaStep 2: Prioritisation of Rural Tourism ClustersThe 12 RTC are further prioritised in order to identify which should be developed first. Thesecategories address the issue of potential return for every Serbian dinar investment in RuralTourism development. The methodology identifies 6 aspects (which are ranked from 1 to 3) andare considered important in determining the level of risk and return of investment in each RTC. Thefollowing criteria have been applied to each RTC in order to define its priority for developmentcompared to the other RTCs: Factors and Attractors: considers the concentration of factors and attractors in each RTC and the potential the RTC has to develop a diversified rural tourism offer Seasonality: considers whether the RTC could be an all year round tourism destination. The outputs are driven by the findings from the Spatial Plan for Serbia21. Accessibility and Infrastructure: considers the ease of access to and within the RTC Proximity to markets: considers the size of the potential markets in terms of isochrones for each RTC. Unemployment: considers the unemployment levels in each RTC considering that high unemployment rates should be given priority for rural tourism development. Hospitality: considers the current capacity of the RTC to accommodate rural tourists. This is evaluated in terms of rural accommodation as well as hotels and other accommodation suitable for rural tourism. Experience in rural tourism: considers the experience that each RTC has in terms of development and management of rural tourismThe output is the 12 Rural Tourism Clusters prioritised in terms of development order. Please note: The detailed methodology and step by step examples of the mapping are included in the Appendix.21 Source: Spatial Plan of Serbia 2010: Destinations with year round offer; dominant summer offer withparticipation of Winter supply; dominant summer offer - 23 -
  26. 26. Volume II – Strategy for Sustainable Rural Tourism Development in Serbia4.2 Strategy for Rural Tourism Clusters developmentThe first question which the strategy addresses is: Which parts of the Serbian territory shouldbe prioritised for the development of Rural Tourism? The strategy identifies 12 Rural TourismClusters (RTC) throughout the territory. The 12 Rural Tourism Clusters should be developed for Rural Tourism in Serbia. The 12 RTCs have been grouped into 4 Rural Tourism Cluster Groups which will be used in other parts of the strategy. The below table summarises the 12 RTCs and 4 RTCGs. Rural Tourism Cluster Development strategy RTC 1: Golija RTCG1: Central Serbia and Western RTC 2: Zlatar Zlatibor Serbia RTC 3: Kopaonik RTC 4: Central Serbia RTC 5: Lower Danube RTCG 2: South Banat and Lower Danube RTC 6: South Banat RTC 7: Soko Banja RTCG 3: Eastern Serbia RTC 8: Eastern Serbia RTC 9: South Eastern RTC 10: Fruska Gora RTCG 4: Vojvodina RTC 11: Upper Danube RTC 12: Northern These 12 RTC are the areas of the territory which should be developed for Rural Tourism. The 12 RTCs are the result of diverse and rich resources (including natural, cultural and other as detailed in the FAS of the Diagnostic Report) which are highly correlated for the development of Rural Tourism experiences. Of the 12 RTCs, 10 have already been identified for development in terms of the Tourism Master Plans which have already been defined. The RTCs show a high variety of resources distributed throughout the territory, including different types of attractors (mainly natural and cultural) as well as natural factors. A relatively high concentration of attractors and factors in certain areas. However, there is a relatively lower presence of man-made attractors when compared to the natural and cultural attractors. If it is allowed by the budget, these 12 RTCs should all be developed. However, given that the implementation of the Rural Tourism Master plan will have budget limitations, these 12 RTC´s are further prioritised for investment. The RTC and RTCGs are represented in the territory on the following map.Note: Although South Banat belongs to the Autonomous Region of Vojvodina, in terms of tourismdevelopment synergies, it has been proposed to connect it with Lower Danube - 24 -
  27. 27. Volume II – Strategy for Sustainable Rural Tourism Development in SerbiaMap of 12 Rural Tourism Clusters (RTC) and 4 Rural Tourism Cluster Groups (RTCG) Northern RTCG RTC 4 12 RTC 11 Upper Danube RTC South Banat 10 RTC Fruska Gora 6 RTC 5 Lower Danube Central Serbia RTCG 2 RTC RTC 4 7 Soko Banja Eastern Serbia RTCG 1 RTC RTC 8 2 RTC 1 RTC 3 Zlatar Zlatibor RTCG 3 Golija RTC 9 Kopaonik South Eastern RTCG Rural Tourism Cluster Group RTC Rural Tourism ClusterSource: UNWTO - 25 -
  28. 28. Volume II – Strategy for Sustainable Rural Tourism Development in Serbia 4.3 Strategy for Rural Tourism Clusters prioritisation The second question which the strategy addresses is: Within these prioritised areas of the Serbian territory, which of the RTCs will provide the best return for the investment of each Serbian dinar in Rural Tourism? In other words, it identifies which of the RTCs provide the best opportunities, with the lowest risk, for expanding the value of Rural Tourism.  The RTCs with the best opportunities, while at the same time having the least risk, are RTC1 ( Golija), RTC2 (Zlatar-Zlatibor), RTC3 (Kopaonik), RTC4 (Central Serbia), RTC5 (Lower Danube), RTC8 (Eastern Serbia), RTC10 (Fruska Gora) and RTC 11 (Upper Danube).  Three of the project target regions, namely RTC4 (Central Serbia), RTC5 (Lower Danube) and RTC8 (Eastern Serbia) are included in the prioritised RTCs.  RTC6 (South Banat), a project target region, is also included in the prioritised clusters. Although it has a lower ranking than the other target regions, it forms a natural continuation of RTC5 (Lower Danube) and can, therefore, contribute as part of this area for the development of Rural Tourism. The below table shows the summary of the prioritisation of the RTCs. Unemployment Accessibility / Experience in Infrastructure Prioritisation Proximity to SeasonalityRuralTourism Hospitality markets Rural Tourism Cluster tourismCluster TotalGroup FAS RTC 1 (Golija) 1 1 2 2 1 2 1 10 1 RTC 2 (Zlatar Zlatibor) 1 2 2 2 2 1 1 11 2 RTCG 1 RTC 3 (Kopaonik) 1 1 2 2 1 2 2 11 2 RTC 4 (Central Serbia) 1 2 2 1 3 1 2 12 3 RTC 5 (Lower Danube) 1 3 2 1 3 1 1 12 3 RTCG 2 RTC 6 (South Banat) 2 3 2 1 2 2 3 15 6 RTC 7 (Soko Banja) 3 2 3 1 2 2 2 15 6 RTCG 3 RTC 8 (Eastern Serbia) 1 1 3 1 1 3 3 13 4 RTC 9 (South Eastern) 3 1 3 3 1 3 3 17 8 RTC 10 (Fruska Gora) 1 3 1 1 2 2 1 11 2 RTCG 4 RTC 11 (Upper Danube) 2 3 2 2 2 1 1 13 4 RTC 12 (Northern) 3 3 1 2 3 1 1 14 5 The below table explains the ratings. - 26 -
  29. 29. Volume II – Strategy for Sustainable Rural Tourism Development in Serbia Accessibility / Proximity to Unemploy- ExperienceRating FAS Seasonality Hospitality Infrastructure markets ment in tourism High volume High High volume of general Good concentration of proximity accommodati Long accessibility to of factors and potential Above 25% on and experience in All year round the cluster, and 1 attractors and tourists and of unemploy- relatively the destination relatively good high relatively high ment developed development connections diversification probability of rural tourism of tourism within it potential catchment accommodati on Medium Medium volume of Medium Summer Good volume of general Short concentration destination accessibility to proximity accommodati Around 20% experience in of factors and with the the cluster, but potential on and initial 2 of unemploy- the medium participation limited tourists and level of rural ment development diversification of winter connections medium tourism of tourism potential supply within it probability of accommodati catchment on development Low Good Low volume No concentration accessibility to of proximity Around 15% Limited experience in of factors and Summer the cluster, but potential 3 of unemploy- accommodati the limited destination very poor tourists and ment on capacity development diversification connections low probability of tourism potential within it of catchmentThe following conclusions can be drawn from the prioritisation of Rural Tourism Clusters: The specific geographic areas for rural tourism development in the territory have been identified and prioritised as Central and Western Serbia (RTCG 1), Vojvodina (RTCG 4), South Banat, Lower Danube and the top part or Eastern Serbia (RTCG 2) and Eastern Serbia (RTCG 3). The strategy for the development of Rural Tourism in Serbia should focus on these geographic areas and should be focused on developing these at the same time. However, when resource allocation decisions need to be made, the difference in the priority level should be taken into consideration. Some areas or municipalities with a critical mass of tourism accommodation (whether rural or no specifically) are not located within the priority clusters. However, they should be linked to and benefit from the development of the adjacent priority clusters because of their proximity. While all the RTCG are prioritised for development, the distribution of resources should be given more weight in the prioritised clusters. The primary resources which this refers to are investment and funding (including grant schemes). In other words, for example, Eastern Serbia (RTCG 3) should be given the highest prioritisation for investment in infrastructure, compared to the other cluster groups. The same approach should be applied for the prioritisation of funding schemes. It should also be considered that, while the process results in an overall level of prioritisation, there may be cases when specific criteria, such as the unemployment rate, are given higher priority is certain decision making, than other criteria. - 27 -
  30. 30. Volume II – Strategy for Sustainable Rural Tourism Development in Serbia The strategy for Rural Tourism development, therefore, is to focus on all the areas, while at the same time considering the prioritisation. In practical terms this should support the decision making for investment. The prioritisation is an indicator of the potential return that may be generated in the RTCG. In other words, it is also an indicator of the relative value that can be created by investing 1 Serbian Dinar in the cluster. Although the 4 targeted regions have been determined as priority areas for rural tourism development, a national policy should also consider at the same level of priority the other clusters which have been determined in this chapter. - 28 -

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