Search Engine Visibility and Language Availability of Travel and Tourism Websites in Serbia

The visibility of websites on search engines on the one hand is the basic demand of Internet users, and on the other hand reflects the way website owners create and maintain them. In a large number of tourist sites, the importance of visibility of the domestic tourist sites on the leading search engines is emphasized. The authors have found that travel and tourism websites in Serbia are most visible on the local search engines. For foreign users, in addition to the good visibility, the availability of website content in foreign languages is also important. Only half of the tourist websites in Serbia is available in a foreign language. The research aims to point out to the poor visibility and small availability of content in foreign languages of domestic tourist sites and the need for their improvement