This paper presents the case study of Zlatibor as a successful green tourist destination. Thanks to the private initiative of small households, this Serbian mountain has become attractive for domestic and foreign visitors enjoying traditional food and craft products. Moreover, in 2019, policy makers of the Republic of Serbia recognized the importance of Zlatibor for the development of sustainable tourism granting it the status of the climatic site, enabling government incentives for potential investors in the hotel industry. In 2023, these private and public initiatives resulted in including Zlatibor in 100 world top green destinations.
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Ljubisavljević et al. (2024) studied this question.
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