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The purpose of the paper is to present a rural tourism destination and its tourist turnover, in the case study of Ivanjica municipality. Rural tourism is one of the leading tourism products in the global tourism market. Rural tourism destinations have become very prominent in many countries, including Serbia. Within these destinations there are various tourism elements such as traditional culture, archaeological and architectural heritage, gastronomy, recreation, history, sports, etc. Rural area is not just a village. Rural areas also refer to all settlements with no city status. The paper presents the statistical analysis results of tourist turnover in Ivanjica municipality from 2011 to 2018. The statistical analysis is based on data obtained from Tourist Organisation of Ivanjica. Based on analysis results, Discussion and Conclusions provide an overview of the current situation, as well as recommendations for future activities aimed at improving tourist turnover in this destination.

Analysis of tourist turnover in a rural tourism destination: Case study of Ivanjica