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The aim of our research is to consider the potential for women’s empowerment through tourism and women’s equality inherent in the green economy. In addition, our research should shed more light on the women’s dimensions of green growth, especially in the context of development of entrepreneurship in tourism. In line with this, our approach in the study combines a women’s perspective with green growth and entrepreneurship development in the tourism sector in Serbia. The research was carried out in the most important tourist centers in the country, such as Novi Sad, Nis, Zlatibor, Vrnjacka Banja, and Sokobanja. This study showed that insufficient attention has been dedicated to this industry from the perspective of its benefits for women. In addition, the research indicated that, in the field of tourism, women mostly prefer special programs of education that are adjusted to the job requirements that they have already been performing or to a similar job that they are just about to start. It is necessary to involve them more often in various projects that encourage their further empowerment. The research also discovered gaps in the supply of finance between the needs of green entrepreneurs in tourism and what the financial system is willing to provide to them. Firstly, there is a lack of appropriate lending products offered by the commercial banking sector. In particular, a combination of financial support and suitable financial tools to encourage women’s initiatives for start-ups in tourism is missing.

Fostering Green Entrepreneurship and Women’s Empowerment through Education and Banks’ Investments in Tourism: Evidence from Serbia