Tourism is identified as a potential driver of economic growth as stated in the Tourism Strategy of the Republic of Serbia and under Serbia’s Multi Annual Indicative Programming Document (MIPD). Despite Serbia’s unique natural, archaeological and cultural assets (with eight UNESCO World Heritage Sites) and its pivotal location in SE Europe in transport terms, the tourism sector in Serbia is clearly underperforming. The international market still does not view Serbia as a major tourist destination. Serbia has the potential to win a much larger market share of both international and domestic tourists, but to reach that goal, Serbia needs to adapt to their expectations. The development of tourism will also help to ensure the development of positive international image of the country and to build closer relations with other EU countries.
In the above context, the overall objective of the project Support to implementation of the National Strategy for Tourismis to increase the contribution of Serbia’s tourism sector to the National Economy.
The purpose of this project is to:
1. Develop the capacity of the National Corporation for Tourism Development (NCTD) to fully support the implementation of the Tourism Strategy of the Republic of Serbia
2. Identify, facilitate and develop action plans that will enable Public Private Partnership (PPP) investment, promote them and raise quality standards in the sector’s real estate, human resources, tourism infrastructure and under-developed assets.
3. Support other Government institutions responsible for the implementation of the Tourism Strategy of the Republic of Serbia and provide proposals for update of the Strategy related policies in line with best EU practice.
4. Support the market positioning and branding of Serbia on the international tourism map.
Four main components are:
· Component I – Institutional Support Infrastructure and Operational Plan of the National Corporation for Tourism Development
· Component II – Review of Tourism Strategy of the Republic of Serbia
· Component III – Preparation and Implementation of NCTD Support Action Plan
· Component IV – Provision to the future Action Plans: to Improve the Tourism Sector Institutional Support Infrastructure and the Serbian Tourism Product Portfolio
Target groups and the beneficiaries are:
· The Sector for Tourism of the Ministry for Economy and Regional Development and other Government Ministries,
· National Corporation for Tourism Development (NCTD),
· National Tourist Organization of Serbia and local tourist organisations, and
· Other key institutional partners and stakeholders in the area of tourism.
Major activities to be provided by HD European Consulting Group Consortium:
· Review the Tourism Strategy implementation mechanisms,
· Compare implementation of Strategy to date with other EU countries on basis of actual analyses of world’s markets trends,
· Review role and function of NCTD to meet demands of Tourism Strategy implementation,
· Full needs assessment of the NCTD to make it more ‘fit for businesses’ to achieve the objectives of the Tourism Strategy,
· Envisage and implement a set of on the job trainings, seminars and workshops, particularly in the fields of project management, finance management, feasibility study generation and master plan development,
· Assess present economic contribution and future potential of Tourism Sector as a growth sector in the Serbian Economy,
· Assess attractiveness and the criteria for definition of priorities in development and/or commercialization of tourist sector,
· Prepare and implement an Action Plan to implement the Tourism Strategy of the Republic of Serbia,
· Identify, facilitate and develop action plans that will enable Public Private Partnership (PPP) investment,
· Support the NCTD to make more intensive use of the National Investment Plan (NIP) and EU funds,
· Support the NCTD in lobbying and advocating on behalf of the tourism sector to the Government,
· Promotion and marketing of tourism at national and international levels.
Project has started on 23. May 2010 and lasts 2 years.
The project Brochure: