Tourism in Macedonia emerged as a major factor for regional and
overall economic development, which can trigger growth and prosperity.
However, some guidelines for sustainable development must be laid
down in order to preserve resources, ensure complementarity between
areas and define tourism development. This paper intends to assess the
current tourism development, as well as to disentangle potentials for
further tourism development of Krushevo, as a famous destination in
Macedonia. Moreover, it brings an analyses of major problems and
underlying causes, as well as describes the weaknesses that need to be
addressed. The focus is put on the major opportunities for improvement,
particularly formulating the sector vision of change and the vision of
change for products and services, as well as the identified interventions
to reach the vision of change. In order to meet the research aims, the
quantitative approach is mainly used, by conducting a survey among four
target groups, thus covering the demand and supply side. The overall
conclusion is that the destination has profound limiting factors for
tourism development. Therefore, the current marketing strategy needs an
improvement in order to overcome the spotted obstacles for destination
and product development.