The South and East Serbia region is the most rural region in the country, with as many as 97% of settlements classified as rural (Drobnjaković, Kokotović Kanazir, 2025). At the same time, the region has been facing significant demographic and economic challenges for decades, including population outmigration, an ageing population, and relative economic lag compared to the national average.
Urban and rural settlements in South and East Serbia are characterized by substantial differences in population size. According to the 2022 Census, the four largest cities had an average population of 85,821 inhabitants, while towns and suburban settlements averaged 8,314 inhabitants. In contrast, rural settlements had an average population of only 321 inhabitants.
Under these circumstances, the sustainable rural development of South and East Serbia should not depend solely on natural resources or infrastructure, but also on the ability of local communities to foster entrepreneurship, create higher value-added products, and market them across the country and abroad.
When considering labour market characteristics, particular importance should be given to initiatives that empower women, young people, and groups that often face barriers to employment and economic opportunities.
Support for Women Entrepreneurs in the Jablanica and Pčinja Districts
As part of the ESIRA project, the Institute for Development and Innovation provides continuous support to women entrepreneurs from the Jablanica and Pčinja districts. During the first half of 2026, support activities focused on improving product branding and graphic design skills among women entrepreneurs.
The assistance included the development of visual identities, logo creation, packaging design, and the preparation of promotional materials for products that women from rural areas have been producing and marketing locally for many years.
These activities aimed to increase product visibility, strengthen market positioning, and create opportunities for accessing new customers and broader market channels.
In this way, the Institute for Development and Innovation not only analyses the challenges of rural development but also develops and tests practical solutions that can serve as a foundation for comprehensive economic policy measures aimed at reducing regional disparities, strengthening local communities, and enhancing the sustainability of rural areas in Serbia.
