ABSTRACT
This chapter focuses on the successful relationship between Exit Festival and the Sea Dance Festival, held in neighbouring countries, and the possible lost opportunities for Serbian tourism as a result. It builds on previous research assessing festivals and tourism in Serbia alongside critical discussions of destination/event branding and festival expansion. The chapter offers some conceptual insight on festival brands and event tourism before looking at the Exit Festival and the Sea Dance Festival as an extension of festival branding and success. It concerns tourist demand, and discusses that Exit is also controlling the supply side which takes away opportunities for local tourism providers in Serbia. The chapter presents an overview and critique of Serbia's lost opportunity given the ability of Exit to build on their own popularity and expand to another festival in another event location.
