Zlatibor Region is among the regions of Serbia with the most developed tourism, i.e. with the highest potential for tourism development. Its participation in the total tourist circulation in Serbia is about 15%. The number of tourists per capita is 0.7 for ZR (which is the highest number in Serbia). In the period 2001 - 2004, the number of arrivals increased by 8.3%, the number of tourist days decreased by 12.6%, just like it happened with an average length of stay of tourists by 19.3%.

The growth and development of tourism are affected by several factors, the most significant of which are: a good geographical position, a pleasant climate with the sufficient number of sunny days in summer, and a lot of snowy days in winter, fantastic skiing facilities, artificial lakes and mountain rivers, thermo-mineral springs, large forest areas and numerous cultural and historic sights. The potentials for the development of various types of tourism in the region are fantastic (mountain tourism, excursion tourism, sport and recreational tourism, health tourism, congress tourism, transit tourism, rural and hunting tourism). On the territory of this region, the leading tourist destinations are: mountains Zlatibor (Tornik with the height of 1,496 m above sea level), Tara (1,544 m), Zlatar (1,625 m) and Javor (1,519 m) . Great natural potentials are the rivers (Drina, Lim, Uvac and Rzav) as well as numerous lakes (Perućac, Zlatarsko Lake, Radoinsko Lake, Vruci, Ribničko Lake and others).

The total human resources (“human capital”) for the development of tourism are substantial, but there is a lack of highly qualified labour for a more intensive development of alternative types of tourism. There are considerable and versatile tourist capacities of various categories (hotels, motels, suites, bed and breakfasts, mountain resorts, mountain cottages, etc.) and their total capacity is about 20,000 beds with 1,655 employed people. The natural and other characteristics are particularly favourable for the development of health tourism, which refers to luxurious facilities as well. Congress tourism, sport tourism, ’ecological’ tourism (especially on the whole area of Mountain Tara), rural tourism, ’cultural’ tourism, etc. also have a great investment potential.

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