The vision of Zlatibor becoming one of the largest mountain resorts in Europe by 2050, meeting the highest ecological standards, is supported by as much as 85% of citizens.

Zlatibor is a tourist destination visited by 61% of Serbian citizens once or more times annually, with 60% of those surveyed expressing a positive impression of the most popular Serbian mountain. This data comes from a field survey conducted by the agency Faktor Plus at the end of last year, with a sample of 1,200 respondents from across Serbia.

Tourism Services

Over half of the respondents are very satisfied (23%) or satisfied (32%) with the quality of tourism services, while a negligible number are very dissatisfied (2%) or dissatisfied (7%). The variety of tourism offerings is one of Zlatibor’s strengths, according to the respondents – 65% rated it as very good or good, while only 6% consider it poor or extremely poor.

When asked to choose three things they like most about Zlatibor from a list of options, the respondents selected nature (52%), air (50%), and active vacation (27%) as the aspects of the destination that appeal to them the most. Local cuisine, attractions, and entertainment were also highly ranked.

Almost half of the respondents (49%) believe Zlatibor is heading in the right direction, while 26% think the opposite.

“Zlatibor of the Future”

The vision of Zlatibor “as one of the largest and most diverse mountain resorts in Europe by 2050,” which meets the highest ecological standards, is supported by 85% of respondents. This “Zlatibor of the future” should develop as a tourism project of both national (24%) and local (11%) significance. A large majority of Serbian citizens (64%) would be eager to visit or spend their vacation in such a “Zlatibor of the future.”

Citizens see the municipality of Čajetina, the mayor of Čajetina Milan Stamatović, the city of Užice, and the Republic of Serbia as the key stakeholders in this project.

Interestingly, more than 70% of Serbian citizens are unaware that only 1.5% of Zlatibor is urbanized, while the remaining area (98.5%) is covered by forests and pastures.