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In this paper an analysis was conducted of the existing touristic position of Serbia as a destination on the international toursitic market. Almost all countries worldwide tend to valorise their touristic potentials by offering various touristic products/services on touristic markets in order to realize numerous objectives of its economic and general social development. The Republic of Serbia also classified the development of touristic activity into priorities of its actual economic politics and developing strategy. Observing from today's perspective one can conclude that Serbia still hasn't taken an adequate competing position regarding other toursitic destinations, not only in the region but in the world as well. The aim of this paper is to point out the main causes of the present market position of Serbia and the necessity of its repositioning, so that it can become attractive and respectable touristic destination as soon as possible both in regional and international touristic market

Positioning of Serbia as a tourism destination on the international tourist market