From May 13 to 15, 2025, the National Tourism Organisation of Serbia (NTOS) took an active role in the 109th General Meeting of the European Travel Commission (ETC) in Zadar, Croatia. Hosted by the Croatian National Tourist Board, the gathering brought together 55 delegates from national tourism bodies across Europe to address key challenges and opportunities shaping the future of European tourism.
The meeting’s focal theme, “Measuring Tourism Beyond Arrivals,” highlighted the critical need to assess tourism’s wider impacts beyond just visitor numbers—emphasizing local community benefits, environmental sustainability, and the preservation of cultural heritage.
This reflects a broader global movement towards sustainable tourism development, balancing economic growth with social and ecological responsibility.
