The objectives of the Strategy are:

1) Sustainable economic, environmental and social development of tourism in the Republic of Serbia;

2) Improving the competitiveness of the tourism industry and related activities in the domestic and international markets;

3) An increase in the direct and total contribution of the tourism sector to the gross domestic product (hereinafter: GDP) of the Republic of Serbia, as well as an increase in direct and total employment in the tourism sector and its share in total employment in the Republic of Serbia;

4. Improvement of the overall image of the Republic of Serbia in the region, Europe and worldwide.