Friday, June 20, 2025
Aiming to make the tourism sector strong, Serbia just came out with the creation of the Association of the Tourism Industry of Serbia (ATIS), a move that will unite various sectors of business and lead Serbia’s tourism to a sustainable future. Formed recently last week, this new association is set to bridge gaps between various sectors of tourism, for example, travel agencies, accommodation, transport, schools, health providers, and banks.
By bringing these important actors together, ATIS is confident that there will be a more collaborative, innovative, and forward-thinking tourism sector, with foundations for development to be built in place.
A Step Towards Sustainability and Industry Unity
ATIS was conceived with the aim of addressing the evolving challenges faced by the Serbian tourism industry, which has long been fragmented. The organization’s core mission revolves around strengthening the institutional voice of the sector, improving the business environment, and, most importantly, fostering the sustainable development of tourism in Serbia. With the goal of aligning diverse industry players under one unified banner, the association hopes to create a platform for strategic collaboration that will not only benefit local businesses but also help elevate Serbia as a leading international tourist destination.
Among the founding members of ATIS are notable organizations such as Air Serbia, the country’s national airline; Singidunum University, a leading educational institution; the Belgrade Fair, a significant tourism and events venue; and several renowned travel agencies, hotels, car rental companies, and bus services. These founding partners are united in their shared vision for a sustainable and prosperous tourism industry, working together to support Serbia’s evolving position in the global tourism market.
Strengthening Serbia’s Position in the Global Market
ATIS is set to play a pivotal role in shaping the country’s tourism landscape by acting as a modern platform for cooperation and advocacy. It aims to be the strategic representative of Serbia’s tourism industry, both at the national and international levels. One of the association’s key goals is to advocate for tourism policies that promote sustainability, improve the business climate, and support the overall growth of the industry. By combining global best practices and working closely with the Serbian government, ATIS is positioning itself as an essential partner in tourism policy-making, market analysis, and promoting Serbia as an attractive and responsible destination.
Dejan Veselinov, the Director of the Association of the Tourism Industry of Serbia, underscored the association’s commitment to shaping a modern, ethical, and professional tourism industry. “ATIS was founded with a mission to build a strong, modern, and responsible tourism industry, grounded in knowledge, ethics, and professionalism,” said Veselinov. “The Association will advocate for improvements in the regulatory framework and business climate, strengthen dialogue with the government, promote sustainable tourism, support digital innovation, develop human resources, and fight against the gray economy and unfair competition.”
Education and Workforce Development: A Core Focus for ATIS
In a rapidly changing tourism environment, education has become an essential pillar for sustainable industry development. Recognizing the need for a highly skilled and professional workforce, ATIS is placing a significant emphasis on education and training for tourism professionals. The organization plans to launch a series of initiatives aimed at raising the expertise and skills of tourism workers, thereby elevating the standards of service and hospitality within Serbia.
Moreover, ATIS aims to engage in public awareness campaigns to highlight the vital role of tourism in the country’s social and economic development. By investing in the education and development of tourism professionals, the association is laying the foundation for a modern, sustainable, and competitive tourism industry that will have long-lasting impacts on Serbia’s tourism ecosystem.
A Vision for Sustainable Tourism
Sustainability is at the core of ATIS’s strategy. As the global tourism industry faces increasing pressure to adopt environmentally responsible practices, Serbia’s tourism sector is eager to meet these demands. The association is committed to promoting sustainable tourism by advocating for practices that minimize the environmental impact of the industry. This includes encouraging eco-friendly accommodations, promoting responsible tourism practices, and working with tourism stakeholders to reduce the industry’s carbon footprint.
In addition to sustainability, digital innovation is another priority for ATIS. As the tourism industry embraces new technologies, ATIS aims to be a driving force in the digital transformation of Serbia’s tourism sector. By supporting the development and integration of digital platforms and tools, ATIS will help businesses stay competitive in a fast-evolving market and provide visitors with enhanced travel experiences.
Tackling Challenges: Addressing the Informal Economy
A significant challenge facing Serbia’s tourism industry is the presence of the gray economy, which undermines fair competition and harms legitimate businesses. One of ATIS’s key objectives is to tackle this issue head-on by advocating for stronger regulations and enforcement of tourism-related laws. By ensuring that all players in the industry comply with the same standards, ATIS aims to create a more level playing field that benefits both businesses and consumers alike.
The Road Ahead: Collaborative Efforts for a Brighter Future
With Serbia being poised to be a leading tourism destination, ATIS’s founding is a crucial step in Serbia’s tourism development journey. The association’s collaborative approach, push for educational projects, and sustainable tourism platform will be crucial to driving the sector forward. Assisted by both the Serbian government, industry leaders, and experts in tourism, ATIS will be a key player in Serbia’s tourism sector’s future direction.
By collaborating across sectors and with sustainability as a priority, ATIS is not only enhancing Serbia’s competitiveness but also contributing to the initiative for more responsible and sustainable global tourism practices. Serbia’s tourism sector started a new page, and ATIS will guide it to a better and more sustainable future.
References: Official Serbian Government Website on Tourism, Air Serbia Official Website
