EMERGENCE OF TRAVEL AGENCIES IN YUGOSLAVIA AS DRIVERS OF THE DEVELOPMENT OF TRAVEL CULTURE

Text topic: Changes

Text author: Живана Крејић и Снежана Милићевић

Although the idea of the creation of the first travel agency in Yugoslavia existed in the middle of the 19th century, it took more than sixty years to establish the first travel agency, Putnik, in Belgrade in 1923. Founding of a tourist agency initiated numerous trips, both domestic and foreign, to the places of former Yugoslavia. The most popular destinations in Yugoslavia in the first half of the 20th century were in southern Serbia, Slovenia and the Adriatic. During 1930, business operations of Putnik were marked by cruises and thematic exhibitions in Paris, London, Nice, as well as the opening of a large number of branches in different cities, in the country and abroad. Until the beginning of World War I, important events for the development of tourist travels in Yugoslavia occurred: printing of posters, brochures, promotions of destinations, opening of the Belgrade Fair, making of the first tourist film in colour. After World War II, which had a very negative effect on tourism in the whole world, including Yugoslavia, a period of the country’s restoration followed and a golden age of tourism in Yugoslavia started, which by the number of tourists, their overnight stays and tourism revenues have never been exceeded. The appearance of agency activity in Yugoslavia contributed to the creation of a travel culture that has had multiple benefits for both travellers and hosts, but also for the society as a whole.