(29.09.2026)

As part of the “Magic of Eastern Serbia” project, funded by the European Union in partnership with the Government of the Republic of Serbia through the EU PRO Plus programme, significant activities have been carried out to improve tourism infrastructure, develop new visitor experiences and jointly promote the tourism potential of the Zaječar District.

The project is implemented by the City of Zaječar and the municipalities of Knjaževac, Sokobanja and Boljevac, in cooperation with the Regional Development Agency for Eastern Serbia – RARIS.

The project has improved tourism and recreational infrastructure at several locations. In Knjaževac, improvements have been made to the Banjica sports and recreation complex. In Sokobanja, activities have focused on improving the shores of Lake Bovan and developing new tourist attractions, including electrically powered tourist boats. In the municipality of Boljevac, recreational facilities have been developed on Mount Rtanj, including a pump track and a fitness trail. The project has also included the development of tourist facilities at Kraljevica in Zaječar through the completion of works on a tourist campsite.

Eastern Serbia Tourist Pass – East Serbia Pass

One of the project’s most significant achievements is the introduction of the regional Eastern Serbia Tourist Pass – East Serbia Pass, which has been active since late September 2026 and operates through the digital platform www.eastserbiapass.rs.

The tourist pass is a new joint tourism product that brings together the tourism offerings of Zaječar, Knjaževac, Sokobanja and Boljevac, enabling visitors to enjoy various benefits from participating partners during their stay in the region.

The pass is based on cooperation among tourism and hospitality establishments, tourism service providers, cultural institutions, museums, sports and recreation centres, and other stakeholders involved in the region’s tourism offering. Participating partners offer pass holders discounts, special benefits and promotional packages for their products and services.

Using the tourist pass is simple and fully digital. Interested visitors can purchase a pass online through www.eastserbiapass.rs, where they select a suitable package and activation date. After purchase, they receive a digital pass with a unique QR code, which they use to access benefits at participating locations.

The pass is stored as a PDF on a mobile phone, making it accessible throughout the trip. The digital platform also allows users to track services they have redeemed, helping them plan visits and make use of available benefits.

A particular advantage of the tourist pass is that it encourages visitors to explore several destinations in a single trip, discover different attractions and use the services of local tourism and hospitality providers.

Joint Promotion of Tourism Potential

In addition to the tourist pass, the project has produced a Tourist Map of the Zaječar District, bringing together information on major tourist attractions, natural beauty, cultural and historical heritage, and other points of interest across the four local government areas.

A Territorial Marketing Programme for the Zaječar District has also been developed, providing a foundation for joint and coordinated promotion of the region. The programme supports stronger connections among tourism organisations and other local stakeholders, the development of a shared tourism identity, and greater visibility for Eastern Serbia in domestic and international tourism markets.

The implementation of the “Magic of Eastern Serbia” project is improving the quality and diversity of the region’s tourism offering, creating new reasons for tourists to visit and supporting local economic development. Importantly, joint tourism products such as the East Serbia Pass strengthen cooperation between local governments and the private sector, creating conditions for long-term, sustainable tourism development.

The “Magic of Eastern Serbia” project is funded by the European Union in partnership with the Government of the Republic of Serbia through the EU PRO Plus programme.