From sustainable innovation to women’s empowerment and cultural preservation, Zlatibor’s Gondola is redefining tourism through bold projects and community-first values
Today, Zlatibor is recognised as a symbol of innovation and progress in tourism, and the “Gondola” project—aside from holding the title of the longest in the world—continues to attract new investments of great significance for both the municipality and the wider region.
Under the name “New Zlatibor”, plans are underway to build a new gondola branch connecting to Priboj Spa, worth €60 million, along with further developments at the mountain peak valued at €80 million. The Gondola stands out as a unique example of a public enterprise that, in addition to driving large-scale investment, constantly redefines cooperation with the local community—most notably with women entrepreneurs.
In just a few years, the Gondola has become known for its mission to be a driver of modern tourism while preserving the authentic spirit of Zlatibor. It continues to evolve in line with the values of contemporary, sustainable tourism, positioning the local community as the foundation for building excellence.
This enterprise proudly stands as an initiator, patron, driving force—and often also the implementer—of numerous projects, initiatives, and events that not only enhance Zlatibor’s tourist offering, but also strengthen the local economy, attract investment, and help transform a small rural area into an increasingly attractive place to live.
The rapid development of Zlatibor can, for now, be most clearly observed through impressive tourism statistics and dynamic demographic shifts.
In 2004, Zlatibor recorded a 35% increase in tourist numbers compared to the previous year. More recently, in January 2025 alone, the number of tourists rose by 38.4% compared to the same month the year before, with the number of foreign visitors increasing by an impressive 49.2%.
The rise in tourism and investment, along with internal migration and seasonal population growth, is directly reflected in the increasing number of people employed in the service sector, as well as the emergence of new businesses meeting the needs of visitors. There is a growing demand for workers in hospitality, transport, retail, and other related industries.
While many young people from smaller municipalities in central Serbia are leaving in search of better opportunities—often abandoning rural areas—the municipality of Čajetina stands in stark contrast to these trends. A growing number of people, along with their families, are moving here in search of employment and a higher quality of life. Čajetina is also the only local government in this part of Serbia to actively develop a pre-school education system in rural areas.
With as many as eight kindergartens in surrounding villages, Zlatibor no longer needs to prove that it is becoming one of the most desirable places to live.
The Gondola has been recognised as a true MEETING POINT through numerous events, conferences, and festivals. In a remarkably short period, it has become both a generator and incubator of local community development—shaping a unique ecosystem ready to respond to the challenges and demands of the new economy and a changing era.
BLENDING TRADITION WITH MODERN TOURISM
Within the Gold Gondola enterprise, a unique concept has been created—one that brings together creativity, tradition, and local entrepreneurship. The Gondola Shop stands out as one of the most exciting examples of how local producers, artists, and designers can collaborate to craft unique products inspired by tradition, yet modern and innovative in their design.
The popular brunch in the cabin, featuring a traditional Zlatibor platter, has been delighting tourists for years. Soon, visitors to the Golden Mountain will also have the chance to ride in the new “Luxury Cabin”—a fusion of local creativity and the destination’s authentic charm, offering an entirely new perspective on Zlatibor.
MAJOR TOURISM PROJECTS
The Vision of New Zlatibor is the name given to a series of future-facing projects set to place Zlatibor firmly on the global tourist map as one of the most innovative destinations. The construction of the “Golden City”, the revitalisation of Ribnica Lake, and the development of 20 sports fields will combine nature and functionality through creative, forward-thinking solutions.
The region’s greatest assets will be transformed into a symbolic expression of the four elements—fire, air, water, and earth—brought to life through a unique architectural feat, featuring a 139-metre-high tower inspired by the iconic Zlatibor pine.
EMPOWERING WOMEN
In partnership with the Women’s Association “Zlata”, Gold Gondola is systematically and continuously promoting women’s creativity, entrepreneurship, the preservation of tradition, the development of tourism, healthy lifestyles, and mutual support and collaboration among women.
An international conference titled Leader with a Soul was launched to provide women from the Zlatibor region with the opportunity to learn from globally recognised experts and leaders, and to proudly showcase their skills, heritage, culture, and worldview.
Under the patronage and guidance of the Gondola team, advanced initiatives are being developed to enhance women’s personal and leadership capacities, and to actively involve them in decision-making processes and the sustainable development of the community.
Gold Gondola sets the standard for sustainable development through strong partnerships with the local community and economy
CENTRE OF EXCELLENCE
Through ongoing support and collaboration with artists and the creative industries, Gold Gondola is branding Zlatibor as an attractive destination tailored to the modern traveller—one who seeks a richer, multi-sensory experience of authenticity.
A grand fashion show by renowned designer Igor Todorović, seamlessly set within the natural landscape of Zlatibor, showcased a stunning blend of glamour and tradition.
With the creation of the new Gondola Show Room—first in the centre of Zlatibor, and soon beyond—the brand continues to expand its ecosystem through innovative formats and engaging experiences that bring the destination closer to its visitors.
Through its Members Club and Loyalty Programmes, Gold Gondola offers a range of exclusive benefits for guests and business partners, while actively integrating local entrepreneurs and keepers of tradition into the local economy. By offering tailored training and development programmes, it helps raise the quality and visibility of their offerings.
A wealth of cultural events, educational programmes focused on organic production, and initiatives aimed at preserving authenticity are just some of the many excellence-driven projects being developed year-round within the Gondola system.
By working hand-in-hand with local entrepreneurs and maintaining transparency, Gondola drives change that keeps people and ideas rooted in Zlatibor
INITIATIVES TO PRESERVE AUTHENTICITY
With the ambition to become a hub for connecting producers of authentic Zlatibor goods—particularly food and beverages—with hoteliers, restaurant owners, and retail chains, Gold Gondola is launching a multidisciplinary gastronomic event: Etno Gastro Fest. Through its creative approach, this festival aims to redefine the standards for organising such events.
By blending contemporary culinary trends with the preservation of traditional recipes, the Gondola promotes the authenticity of local cuisine and inspires a renewed appreciation for heritage.
The festival will host modern regional chefs, while the introduction of the “Authentic from Zlatibor” label marks the beginning of a structured effort to support local entrepreneurs and their unique offerings.
INTERNATIONALISATION
Gold Gondola is preparing to launch its first international forum and festival, “Gondola – A New Perspective on the World.”
This autumn, Zlatibor will host the inaugural Regional Gondola Forum—dedicated to this unique and increasingly attractive form of tourism, now widely recognised for its diversification, cross-sectoral connections, and its role in driving sustainability, new initiatives, and the preservation of authenticity in synergy with the creative industries.
SUSTAINABILITY AND TRANSPARENCY
Collaboration with businesses, local authorities, NGOs, and citizen associations is a cornerstone of Gold Gondola’s operations, recognising the importance of synergy in every aspect of its work. This inclusive approach enables joint solutions to local challenges, creating the foundations for long-term progress and sustainable development.
By utilising local resources—such as labour, materials, and services—the company has a positive impact on the local economy, generating employment opportunities and helping to reduce migration to larger urban centres. Gold Gondola actively cooperates with local entrepreneurs, sourcing products and services from local suppliers. This strategy supports the growth of small and medium-sized enterprises, further stimulating regional economic development and setting new standards for future initiatives.
