From data to destination: Inovative approaches to development of wine tourism in Serbia

Jovanović, Radmila (2025) From data to destination: Inovative approaches to development of wine tourism in Serbia. In: Naučno-stručni simpozijum „Turizam kroz saradnju”, 03. oktobar 2025. Zemun, Beograd. Udruženje turizmologa Srbije, Zemun, Beograd, pp. 54-56. ISBN 978-86-908310-0-5

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Abstract

This paper explores how advanced digital technologies—such as artificial intelligence, big data analytics, GIS, IoT, digital twins, AR/VR, blockchain, and open data—transform the development of wine tourism in Serbia. By integrating these tools, it becomes possible to predict tourist flows, optimize wine routes, and create personalized, sustainable, and competitive tourism products that combine wine, eco, and cultural attractions. The findings highlight regions like Fruška Gora, Srem, Šumadija, and Niš as priority areas, emphasizing that smart technologies enhance resource management, visitor experience, and the preservation of cultural and natural heritage. Ultimately, the study demonstrates that digital transformation provides a strategic framework for strengthening Serbia’s position in the global wine tourism market.

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