The National Tourism Organisation of Serbia (TOS) was founded in 1994 as a government organisation to promote and improve tourism in the Republic of Serbia in both the domestic and foreign tourism markets, with the aim of affirming the value and potential of the country’s tourist industry. TOS is the legal successor of the former Tourist Association of Serbia. TOS activities focus on positioning Serbian tourism on the domestic and international markets and evaluating the comparative advantages of Serbia with respect to tourism, such as the country’s geographical location and historical, cultural and natural identity. In order to implement tourism information and marketing activities in an original way, to ensure that Serbia is included on European travel itineraries and to consolidate bilateral cooperation in the field of tourism development, TOS attends all large international tourism fairs and cooperates with other national tourism organisations, as well as with other international, regional and professional tourism associations. Besides global activities, TOS, in cooperation with town, municipal and other tourism organisations, works on improving Serbia’s range of tourism programming, developing a positive public attitude towards Serbian tourism and encouraging the local population to visit tourist destinations in Serbia. In doing so it lays the groundwork for guiding and encouraging the growth of tourism as part of Serbia’s social and economic development. The tourism organisations of provinces, regions, towns and municipalities in Serbia harmonise their yearly programmes and promotional activities plans with the strategic marketing plans and programmes of TOS.