Tourism Policy Values in Serbia—From Equity to Competition

ABSTRACT This paper examines two Serbian strategic tourism documents in order to make explicit their underlying values. The methods used in this paper are corpus linguistics and critical discourse analysis. First, tourism policy values are derived from the disciplinary literature; these are growth, competitiveness, and development. Second, both of the Serbian tourism strategic documents are scrutinized for evidence of these values. The findings reveal that global neoliberal values underpin contemporary Serbian tourism strategic documents. By engaging with the recent literature on tourism planning, and by considering the once existing values underlying participative tourism planning in Yugoslavia, this paper adds to the emerging theoretical discourse on equitable tourism development. A more just development of tourism in Serbia would necessitate the inclusion of citizens in decision-making processes.