The purpose of the paper is to present a rural tourism destination and its tourist turnover, in the case study of Ivanjica municipality. Rural tourism is one of the leading tourism products in the global tourism market. Rural tourism destinations have become very prominent in many countries, including Serbia. Within these destinations there are various tourism elements such as traditional culture, archaeological and architectural heritage, gastronomy, recreation, history, sports, etc. Rural area is not just a village. Rural areas also refer to all settlements with no city status. The paper presents the statistical analysis results of tourist turnover in Ivanjica municipality from 2011 to 2018. The statistical analysis is based on data obtained from Tourist Organisation of Ivanjica. Based on analysis results, Discussion and Conclusions provide an overview of the current situation, as well as recommendations for future activities aimed at improving tourist turnover in this destination.

The development of the tourist offer of Ivanjica municipality can be shown, amongst other things, through the state of accommodation capacities and their utilization degree. The aim of this work is to show the accommodation capacities and their utilization in the municipality of Ivanjica and their influence on the development of the tourism of the area mentioned. Tourist activity is an important factor in increasing the economic activity of a country. The high-quality accommodation capacities provide this municipality the excellent conditions for the development of different selective forms of tourism. The results of the statistical analysis of the tourist traffic of Ivanjica municipality for the period 2011-2018 are presented in this work. Secondary data obtained from Tourist organization of Ivanjica were used in the research. Based on the results of the analysis, conclusions on the current situation are drawn and recommendations for future activities and researches are made, with the aim of improving the sustainable tourist development of the municipality of Ivanjica.

1 1 This paper is part of a research project: Development and application of new and traditional technologies in the production of competitive food products with added value for European and global market-Creating wealth from the treasures of Serbia (MPNTR RS, br. 046001).