The aim of this paper is to assess the overall and pure technical efficiency of tourism in European countries in 2017 using the output-oriented Charnes, Cooper and Rhodes (1978, 1979), and Banker, Charnes and Cooper (1984) data envelopment analysis methodology. The countries were divided into two groups: European Union countries and non-European counties. We identified two input and two output variables for each group. Input variables were identified using the principal component analysis method, starting from fourteen pillars that measure the performance of countries in the field of travel and tourism, and are published in the regular reports of the World Economic Forum. Then, two output variables were defined (the total (direct and indirect) contribution of travel and tourism to gross domestic product, and the direct contribution of tourism to employment growth rate), to determine the relative efficiency of decision-making units within the formed homogeneous groups of countries, among which the group of Western Balkan countries was singled out. This analysis enabled us, based on relatively scarce potential, to propose guidelines for a tourism development strategy for the entire Western Balkans region.

The contemporary development of tourism is characterized by the development of specific forms of tourism, among which is sports tourism. Tourism and sport are two forms of interconnected activities in the sphere of tourist recreation and their relationship dates back to the very beginning of their development. Sport in modern tourism has not only a perceptive role, but it is also an important content of the stay in which tourists become active participants of various sports: water sports, tennis, golf, skiing, riding, sports games, etc. Having on mind the potential of Montenegro for tourism development, the fact that it represents one of the main pillars of economic progress of the country, as well as the trends and perspectives on global tourist market, it is necessary to identify key advantages and disadvantages of sports tourism in Montenegro in order to improve the quality of this segment of tourist offer.

Specialized tourists offer in the post covid time is an important reason in choosing the destination to travel to. A new perception of this offer puts new challenges to those who design such offers. Most specialized offers are the result of entrepreneurial initiative and intuition. Authors have dealt with the creation of such offers as an important destination concurrent factor in their own cross-border cooperation. Based on their findings, they have developed a model of creating specialized tourism products for post covid time by linking core, additional, and expanded contents with brand creation and the marketing strategy. In this paper authors continue their research by testing that model through two platforms: desk research of the latest cognitions related to the repercussions of Covid-19 on tourist mind, and on a convenient sample of connoisseurs. The testing of the model is connected with one case study in which authors cooperate in practice. The findings have been tested through a survey on a sample of experts (representatives of travel agencies) related to their experiences in sales for 2020 and 2021.They have also found important changes in tourist perception of specialized tourist product. The findings offer the answers as to why the basic contents of the specialized tourist offer is no longer sufficient, as well as a way for developing additional and expanded contents, on which the brand and brand management activities in the post corona period should be primarily  based, i.e. on what to base the marketing strategies in the post covid time.

Marketing tools in tourism are constantly changing. The competition in the global tourism market is exponentially growing. Common practice in the tourism sector is the promotion of destination offer to send target audience specific image in correlation with extra destination value. Customizing destination promotional mix to fit global touristic standards ensures efficient destination positioning but includes higher investment. Management of integral parts of the promotional mix is defined with undifferentiated supply and the general image of destination as well as completely opposite terms of the differentiated offer and the general image of the destination. Most of the tourism-related organizations adjust its promotional mix according to values and image they want to present to the target audience. In the same time, there aren't many tourism organizations, which adjust its promotional mix to different emissive markets. The main research question of this paper is "Does the strategic commitment of a receptive destination offer in terms of managing the marketing mix present strength or weakness?" The paper will present research results from the survey conducted on tourists from Swedish emissive market in order to define recommendable outlines for the successful promotion of tourism services on the selected emissive market. Given the fact the authors of this paper conducted two parallel primary types of research of attitudes among different samples of the same emissive market (one of them were Swedish tourists who didn't visit Croatia). Linking of these two aspects has been a research challenge to the expected contribution in the sphere of realizing advisable guidelines for proactive management of destination promotion focused on one emissive market.

Summary: The draw and diversity of the destination's offer is an antecedent of the tourism visits growth. The destination supply differentiation is