The goal of this Open World program is to expose Serbian participants to the U.S. experience in leveraging cultural heritage, including a countryÕs or regionÕs historical sites and traditions, to attract more visitors of all ages, both domestic and international, to promote an areaÕs economic development, and provide an enriching educational experience. SerbiaÕs rich cultural heritage of rich and vibrant musical and other artistic traditions can be a strategic tool that the country has not fully capitalized on. Locations that attract visitors range from the Neolithic site at Vin_a to Roman and medieval ruins to architectural gems from periods of Ottoman and Austrian dominance. Busloads of Serbian students come on school excursions to historic sites each spring. Serbian partners have already recognized its worldclass Roman ruins and other historical sites to be of great value in terms of promoting cultural heritage tourism and generating revenue. However, more can be done to increase the number of visitors, and thereby promote local economic growth, as well as improve the educational experience. Target Participants will include Government officials from the Ministry of Culture and Information, the National Tourism Organization of Serbia, representatives of the Serbian cultural institutions, administrators and organizers of cultural festivals, and educators.