THE ROLE OF DESTINATION MANAGEMENT COMPANIES (DMC) IN IMPROVING COMPETITIVENESS OF SERBIA AS A TOURISM DESTINATION

Turbulent changes in the tourism value chain, especially in distribution chains of tourism products and services, have created conditions for intensive activities and have triggered the new role of incoming travel agencies, and led to the emergence of destination management companies (DMC). This new type of travel agencies (DMC) is oriented towards a wider range of activities within the destinations and assumes an important role in creating more complex products. The aim of this paper is to indicate possible positive effects of DMC on tourism destination development, and particularly, enhanced competitiveness of Serbia as a tourism destination. So far, such contribution of DMCs in our country can be visible in the area of the so-called MICE tourism (meetings, incentives, conferencing, exhibitions). Owing to the DMC activities, positive effects could be achieved by offering new tourism products. This paper starts with the evaluation of previous trends related to the activities of domestic incoming agencies and highlights the necessity for strengthening the role of DMC based on the collaboration between the private and the public sector.