KEEP THE PACE: THE UNCORKED POTENTIAL OF WINE TOURISM IN ŠUMADIJA

In the last two decades, Serbia has begun to re-establish itself within other wine-producing countries. One of the Serbian wine regions – Šumadija – caught hold of this opportunity and launched in the wine tourism industry. This paper, based on visits to Šumadija wineries and interviews with winemakers, is a survey of the present tourism infrastructures and wine histories. The aim is to explore the capacity of the wine industry in its attempt to develop tourism as a component of regional developmental progress. It is a review of the wine tourism situation and development in the Šumadija region, a survey of where it is today, and an assessment of its potential in the future. The author conducted interviews with winemakers and collected primary data from tourists at the regional wine event in 2017. In conclusion, recommendations are made for the further development of the area as a wine destination.