Potentials of Upper Danube Region in the Republic of Serbia for Sustainable Tourism Development

In the late 1990s, the tourism in Serbia had been developing spontaneously, supported by the policy of undifferentiated marketing. That kind of approach to tourism development led to unsatisfying results, which is a notion primarily based on Serbia’s obvious natural and social resources. An alternative to this approach to tourism development is the differentiated marketing strategy focusing on relevant market segments called “targets.” That way, it would be possible to commercially valorize a significant number of resources (natural and social) as well as a large number of touristic products. Due to current trends in the international tourism market – moving away from the concept of mass tourism (holiday at the seaside and “ski resorts”), i.e., the ongoing diversification of tourism products, there is undoubtedly more potential for new tourism development trends. The increasing investment in tourism development of the Danube basin, with a larger number of potential tourist products, is expected to make it more attractive to the tourist market. This should have positive effects on the overall development of tourism in Serbia. This chapter focuses primarily on the research of the Upper Danube region. It will show the importance of the natural and social (anthropogenic) resources suitable for the development of tourism in this area. Special attention shall be paid to the concept of sustainable tourism development, which develops tourism in accordance with the interests of all stakeholders. The positive interaction between all interest groups creates the conditions that ensure satisfaction of all stakeholders and general welfare