The Regional Economic Development Agency for Sumadija and Pomoravlje organized a three-day study visit, from December 21 to 23, 2023, to show the examples of good practice of territorial branding in Western Serbia. The participants of the study visit were representatives of the local self-governments of Šumadija and Pomoravlja, a representative of the private sector, representatives of REDASP, the manager of the Destination Management Organization of Šumadija and Pomoravlje and a representative of the German Organization for International Cooperation - GIZ. Colleagues from Eastern Serbia, representatives of the Regional Agency for the Development of Eastern Serbia and the municipality of Knjaževac also took part in the study visit.

The first destination of the study visit was the Tešić Demonstration and Sales Center in the village of Zlakusa, known for its traditional pottery craft, which has been protected by UNESCO as an intangible heritage of Serbia since 2020. The method of making and the channels of promotion and sale of traditional tableware were presented to the participants. The next destination was the MAX ZARA SZR prosciutto production, in the village of Kačer, in Mackat. The factory has its own degustation and sales center for dried meat products and is an example of good practice in the gastronomic offer of Western Serbia. 

On the second day of the visit, the "Mountain breakfast" was presented as a mark of quality that indicates the geographical origin of the region of Western Serbia, famous for its untouched environment, magnificent landscapes and traditional way of eating. After that, in the Zlatibor Cultural Center, the director of JP "Gold Gondola Zlatibor", Bojana Božanić, held a presentation about this project, as well as the company's plans for the development of tourism in the Zlatibor region. This was followed by a visit and tour of the BB Klekovača distillery in Bajina Bašta. The distillery is the oldest existing Serbian distillery (1953) continuing the tradition of the Bajina Bašta agricultural cooperative from 1905 and is famous for klekovača, šljivovica (brandy rakija) with the addition of medicinal juniper berries - the authentic and traditional brandy of Bajina Bašta and the Tara mountain, which has been produced in that area for centuries.

The study visit was realized within the project "Development of the regional tourist offer of Šumadija and Pomoravlje", financed by the project "#EUzaTebe - for cultural heritage and tourism" aimed at the development of tourism in Serbia. The project is financed by the European Union and the German Federal Ministry for Economic Cooperation and Development, and is implemented by the German Organization for International Cooperation - GIZ.