The Tourist Organization of the City of Novi Sad (TONS) is embarking on a new chapter with a clear goal: to further solidify “Serbian Athens” as one of the most dynamic destinations on Europe’s tourism map. Leading the team is Dejan Radosavljević, who brings a distinguished career in media, an innovative approach to communication, and the fresh energy required for modern challenges. His appointment marks a strategic shift toward brand modernization and the creation of content tailored to the needs of 21st-century tourists.
Media Experience as a Strategic Advantage for Tourism Development
Coming from a background that requires a deep understanding of public opinion, the new director, Dejan Radosavljević, emphasizes that tourism is, at its core, “a story being told.” He believes that Novi Sad possesses an incredible number of untold stories, and his mission is to channel them through modern digital tools. As someone who has spent decades shaping the media landscape of the region, Radosavljević recognizes the power of the right information delivered at the right time—the key to the future success of TONS.
In his vision, the focus is no longer solely on the traditional presentation of landmarks. The emphasis is now on:
Comprehensive Digital Transformation: Utilizing modern communication channels for greater global visibility.
Innovative Branding: Changing the visual identity to merge respected traditions with a future-oriented outlook.
Interactive Content: Creating experiences that invite visitors to become part of local everyday life, feeling the pulse and authenticity of the city.
Continuity Infused with New Dynamics and Team Strength
While bringing new energy, Dejan Radosavljević plans to maintain and enhance everything that has been built in Novi Sad’s tourism over the years. He stresses that the organization’s greatest strength is its people. In his initial addresses, Radosavljević underlined the importance of unity, believing that everyone—from restaurateurs and cultural workers to small craft shop owners—acts as a true ambassador, collectively completing the picture of Novi Sad. Under his leadership, TONS is becoming an open platform for all creatives and professionals who share a love for the city.
Vision for 2026: Sport, Culture, and a New Era of Tourism
The period ahead, particularly in the context of the European City of Sport 2026 title, serves as the perfect training ground for realizing new ideas. Dejan Radosavljević and his team are already preparing ambitious campaigns that will link sports infrastructure, such as the 150 kilometers of cycling paths, with the rich cultural heritage of the Almaš neighborhood and the natural beauty of Fruška Gora. The goal is for Novi Sad not to be just a dot on a map, but an experience that is remembered and one that tourists return to repeatedly.
With a carefully planned strategy and a great deal of enthusiasm, Dejan Radosavljević signals that the best time for the city is yet to come. This is an invitation to everyone to join a new stage of development where Novi Sad will shine in a completely new, brighter light—ready to welcome new guests and face new challenges with dignity and a modern spirit.
