Food is increasingly becoming the main attraction for tourists who want to taste something new, as well as an important motivating factor that increasingly attracts new tourists to visit new destinations. Each region in Serbia has a specific dish or agricultural product that makes it recognizable and unique. The gastronomic picture of Serbia is made up of tourist destinations with an offer of authentic dishes, the top quality and uniqueness of which are guaranteed by the designation of geographical origin. The potential of gastronomic tourism in Serbia exists, but it is necessary to involve and motivate all those involved in food production and tourism at all levels, from local communities to the highest authorities. Food is an economic and cultural resource that offers very tangible benefits when used to promote tourism. Serbia is building a brand as a tourist destination based on its food and beverage offerings. The chance for Serbia is to position itself with the quality of food and drinks.