Cultural and adventure tourism in destination development - case study of Užice

The city of Užice, located in Western Serbia, represents a unique destination where cultural heritage intersects with the growing appeal of adventure tourism. This paper explores how cultural identity and traditional values such as historical landmarks, customs, and intangible heritage can be integrated with activities like hiking, cycling, kayaking, and speleology along the Djetinja River. The central hypothesis is that the integration of cultural and adventure tourism enhances the destination’s visibility, extends the length of tourist stays, and strengthens the involvement of the local community. To test this hypothesis, the research applies qualitative analysis of promotional materials, strategic documents, and field observations, supported by interviews with key stakeholders. A SWOT analysis was conducted to identify opportunities and challenges in destination development. The results confirm the initial assumption that combining cultural assets with outdoor activities contributes to the diversification and sustainability of the local tourism offer. This integrated approach improves destination management and highlights the strategic role of the Užice Tourist Organization in promotion and coordination. The results support the development of policies that connect identity, experience, and sustainability in regional tourism.