| Summary: | <span>Generative regions are the areas that generate touristic demand. It is important to aknowledge the potential of certain countries to generate touristic flows. This is essential asset for the development of destination countries in its souroundings, as well as faraway tourism destinations. The contribution of every country to the world tourism should not be ignored, as it plays its role in the global tourism phenomenon. Serbia is a small country with many demographical and economical problems. Despite the relativelly low standard of living of its population, the significant number of Serbs travel abroad every year.. This research examine the potential of Serbia to generate tourism flows, nowdays and in the future, the main destinations of Serbian tourists, the amount of money spent by Serbians on tourism and the role that tourism have in their culture of living.</span>
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