Innovations in the Serbian tourism sector: policies and recommendations

Bradić-Martinović, Aleksandra and Lazić, Milena and Petković, Goran (2023) Innovations in the Serbian tourism sector: policies and recommendations. In: Novi pravci u kreiranju inovacione politike Evropske unije – implikacije za Srbiju i region. Institut ekonomskih nauka, Beograd, pp. 65-84. ISBN 978-86-89465-77-8

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Abstract

This paper explores the digital transformation in the global tourism sector, emphasizing its impact on Serbia's tourism industry. It highlights the role of advancements in information technology, especially artificial intelligence in reshaping business processes, customer interactions, and marketing strategies, but also the integration of digital tools such as Artificial Intelligence, Virtual and Augmented Reality, and Big Data analytics, demonstrating their significance in enhancing operational efficiency and customer engagement in tourism. Focusing on the Republic of Serbia, the paper analyzes national tourism policies, including the Tourism Development Strategy of the Republic of Serbia 2016-2025, identifying gaps in implementation and the need for actionable strategies for digital innovation. Recommendations are provided to improve Serbia's tourism industry through digital marketing, AI applications, and educational reforms. The paper underscores the necessity of aligning educational programs with industry needs and developing a comprehensive digital platform to boost tourism competitiveness. It concludes that effective digitalization and AI integration are vital for the future of tourism, emphasizing the role of proactive public policy in bridging the developmental gap between Serbia and more advanced tourism destinations.

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