Indicating the competitiveness of Serbia's Vojvodina Region as an emerging tourism destination

• Applies the Integrated Model of Destination Competitiveness to Vojvodina, Serbia
• A survey evaluating 119 indicators assessed the six determinants of competitiveness.
• Inherited resources are perceived as competitive by Serbian tourism stakeholders.
• Created resources in Vojvodina are not yet competitive.
• The indicators assessing destination management are among the weakest.

For destinations to become competitive they must strategically promote specific features distinguishing them from similar destinations. This research looks at the Vojvodina Region of Serbia, regarded as a destination with tourism potential. Vojvodina has undergone transition over the past 20 years, and previous research concerning the region's awareness and image has indicated that very little is known about the destination. To better assist tourism industry officials and planners, there represents a need to assess the region's potential and overall competitiveness. The study uses Dwyer and Kim's (2003) Integrated Model to observe Vojvodina's destination competitiveness, addressing the following determinants: inherited resources, created resources, supporting factors, destination management, demand conditions and situational conditions. Determinants were assessed using a survey evaluating 119 indicators, based upon a Likert Scale. The results indicate that while Vojvodina possesses much in terms of natural and cultural resources, more investments, and marketing and strategic management/planning are needed to make the destination more attractive to international visitors to improve the region's competitiveness.