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The degree to which a country can benefit from its tourism industry depends largely on this competitive position on the international tourist market. Therefore, it is very important for one destination to realise its real competitive position on the tourism market as well as to address its weaknesses comparing them to its major competitors. There are different models for measuring the competitiveness. Among all, we follow the framework of authors Dwyer, Livaic and Mellor (2003), so called Integrated model of destination competitiveness. The aim of this paper is to present the model of destination competitiveness and results of the survey, based on indicators associated with the model. The results showed that Serbia is more competitive in its natural, cultural and created resources than in destination management while, according to the Integrated model, Serbia is less competitive in demand conditions, which refer to the image and awareness of the destination itself.
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