In addition to regular programs, the Center for Digital Transformation has recognized, through work experience and a comprehensive analysis of the IT ecosystem, the need for a different – sectoral approach when it comes to digital transformation and the application of artificial intelligence to improve business and competitiveness. A specific program has been developed to provide special support to the tourism industry, through the innovative development of necessary solutions in collaboration with the industry itself, with the aim of improving the business operations of the tourism industry and related activities.

The tourism industry was chosen for the first program of this type for the following reasons:

1. The Serbian tourism industry is on the path of development and modernization, driven by the strategic ambitions of the state aimed at intensifying incoming tourism and continuously improving the domestic tourism sector. Within this state vision, the application of artificial intelligence has emerged as a suitable tool for transforming both the quality and scope of tourism services, further enhancing Serbia's appeal as a destination on the global tourism map.

2. A critical aspect of the contribution of domestic tourism is manifested through its ability to attract foreign investments. Thanks to a developed and systematically organized tourism infrastructure, enhanced by the implementation of AI technologies, the perception of Serbia as an attractive location for capital investments is significantly improved, contributing not only to tourism but also to broader economic prosperity.

3. In anticipation of EXPO 2027, one of the most significant international events to be held in Serbia, the tourism sector is intensively preparing to receive and optimally serve a large number of international visitors. In this context, the strategic application of AI solutions is crucial for maximizing the optimization of operational processes, personalizing customer experiences, and efficiently managing the anticipated increase in tourism traffic.

4. The industry also demonstrates exceptional digital maturity and adaptability, evident through numerous examples of successful integration of advanced digital technologies into everyday operations. This ability to quickly adapt to innovative technologies gives the tourism industry an advantage in efficiently leveraging the potential of artificial intelligence.

5. The availability of extensive and high-quality datasets, including information on bookings, analysis of consumer habits, operational performance, and visitor preferences, represents a key resource for the efficient training and implementation of AI algorithms. The precision and scope of the collected data enable detailed modeling and adaptation of AI solutions, directly contributing to the improvement of operational efficiency and competitiveness of Serbia's tourism sector.

The program is designed so that the Center for Digital Transformation provides not only financial resources and consulting services but also collaboration with 20 pre-selected companies from the tourism sector (representing a representative sample not only of the Serbian and regional market but also of the EU market) throughout the entire program, as well as any other form of support necessary for the subsequent promotion and commercialization of the innovative product.

For more information about the program, see HERE.

Download the de minimis state aid form HERE.

Download the statement of acceptance of the competition terms HERE.

Download the application form for the program HERE.

Download the statement of fulfillment of technical and operational capacities HERE.