Learning a new way
In October 2008, ten Village and Rural Tourism providers from various parts of the country traveled to the United States on Serbia’s first Community Connections program. Hosted for three weeks by World Services of LaCrosse, Wisconsin, the group learned firsthand how pumpkins, fall leaves, and harvest and beer fests are used to drive rural tourism in the American Midwest. The group was impressed by how simple things can be turned into family fun that showcases cultural traditions, increases appreciation for rural life, and also brings in revenue. They learned about volunteerism, customer service, and online reservations, while observing the value of associations that advocate for their members. Best of all, they reveled in hospitality American-style. They left with new ideas on ways to boost their sector, make rural tourism sustainable, and how to better market it to bring in more repeat visitors from both home and abroad.

Applying the learning at home – “SELO” is born
Their action plan was to establish a National Association of Village and Rural Tourism Providers, something that did not exist in Serbia, to serve as a platform to advocate for legal changes, to educate workers in their sector, to set up a nationwide reservation system, and establish quality standards. At the National Tourism Fair in February 2009, they launched their new legally registered association “SELO” (village in Serbian) at a booth shared with the Tourism Organization of Serbia and featuring a slide show from their U.S. adventure.  According to Vladimir Ivanovic, new Association President, “Community Connections brought us together in working towards this common goal and becoming the driving force in village tourism in Serbia.” Their first activity was to organize a roundtable at the Fair with other providers and the Ministry of Economy and Regional Development where they lobbied for legal changes that would benefit local rural tourism providers.

Consolidating the learning
These SELO founders with their website www.selo.co.rs were featured in the April 2009 edition of a national tourism magazine Turisticke Novine. They wanted to ensure their fledgling association was on solid footing and requested a follow-on workshop in strategic planning and organizational development, which was completed at one of their ethnic villages in June 2009. They emerged with a plan for the next few years and the basis for a funding proposal that will promote their sustainability, the development of their membership and services for them, and new directions to improve this vital new segment of the tourism industry in Serbia.

“Community Connections brought us together in working towards this common goal and becoming the driving force in village tourism in Serbia.”  Vladimir Ivanovic