Public call for the Program to support the AI transformation of the tourism sector of the Republic of Serbia: Klub 50

Centar za digitalnu transformaciju, doo Beograd, announces the Public call for the Program to support the AI transformation of the tourism sector of the Republic of Serbia: Klub 50, which brings the MAIIA Concierge AI solution into companies in tourism and related industries on subsidized terms.

Program participants get:

50% off the initial MAIIA Concierge setup and related services

50% off the subscription for all MAIIA Concierge modules

An easier way to comply with the 2024 amendments to the Rulebook on the declaration, labelling and advertising of food, and with the new Law coming into force soon, as they apply to hospitality businesses

Consulting services from certified CDT artificial intelligence consultants to improve sales capacity and build the capacity to use artificial intelligence

The aim of the Program is to strengthen the tourism sector of the Republic of Serbia by bringing the AI-based MAIIA Concierge solution into the business processes of tourism applicants on subsidized terms, and by providing consulting services throughout the sector's AI digital transformation, to make Serbian tourism more competitive and improve what it offers.

The Program to support the AI transformation of the tourism sector of the Republic of Serbia: Klub 50 is phase 3 of the project "Applying artificial intelligence in tourism and related activities", supported by the Ministry of Economy of the Republic of Serbia and delivered through the Center for Digital Transformation, a body of the Chamber of Commerce and Industry of Serbia. In phase 1 (2023/24) the tourism sector was mapped in detail and the most common challenges facing Serbian tourism companies were identified. In the same phase, a Public call was issued to providers of AI-based solutions to implement an AI solution for this sector. In phase 2 (2024) the selected implementer, Mojo AI Media Technologies DOO (the Vendor) from Belgrade, ran a series of workshops with the 20 participating hotels and worked with them to co-create the final software solution, MAIIA Concierge, with financial and strategic support from the Center for Digital Transformation. The solution was first presented at the 2025 Belgrade Tourism Fair.

While developing this Program, CDT set two main program goals:

PROGRAMME GOAL 1: Encouraging the use of artificial intelligence in the tourism sector of the Republic of Serbia

PROGRAMME GOAL 2: Building the capacity to use artificial intelligence in the tourism sector of the Republic of Serbia

In its strategic planning and business development, including the development of this innovative Program, CDT reviewed and took into account all relevant strategic documents and goals of the Government of the Republic of Serbia, primarily the goals, priorities and measures set out in the official strategic documents of the Republic of Serbia:

• Industrial Policy Strategy of the Republic of Serbia 2021–2030
• Strategy for the Development of Artificial Intelligence in the Republic of Serbia 2020–2025
• Policy statement of the Prime Minister of the Republic of Serbia of 22 October 2022, priority goal of the Government: further digitalization and the development of robotics and artificial intelligence

Purpose of the public call

Given the problems identified in the hotel and restaurant sector in phases 1 and 2, the variety of operating software in use and the urgent need to bring AI into the industry, the Center for Digital Transformation designed a support program that, at subsidized prices reduced by 50%, makes it faster and easier for registered Program Participants to implement the AI-based MAIIA Concierge solution, with support from CDT's artificial intelligence consultants.

About the platform

MAIIA Concierge is the first platform for hotels, restaurants, spa centers, apartments and property sales that is fully based on artificial intelligence. It was developed with strategic and financial support from the Center for Digital Transformation and the Chamber of Commerce and Industry of Serbia, together with 20 well-known hotels.

MAIIA Concierge is made up of several modules that can be bought separately, depending on what your business needs, and is used for:

• More and better bookings
• Saving time and money by taking work off staff
• Selling more F&B and wellness services, at higher value
• New income from tours, rentals and listings

For properties that include a restaurant, it makes it easier to comply with current regulations and the new law coming into force soon.

Program participants get:

• 50% off the initial MAIIA Concierge setup and related services
• 50% off the subscription for all MAIIA Concierge modules
• An easier way to comply with the 2024 amendments to the Rulebook on the declaration, labelling and advertising of food, as they apply to hospitality businesses
• Consulting services to improve sales capacity and build the capacity to use artificial intelligence, with certified CDT consultants

Who the call is for

The public call is for legal entities working in tourism and related industries, in particular:

• Hotels
• Apartment complexes and similar properties
• Restaurants
• Spa and wellness centers

The Program is for legal entities registered in the Republic of Serbia with the Serbian Business Registers Agency (APR).

Project duration

A project in the Program to support the AI transformation of the tourism sector of the Republic of Serbia: Klub 50 can last at most 3 months from signing the agreement to join the Program until the implementation is complete.

Conditions for taking part

The public call is open to tourism businesses, in particular hotels, apartment complexes, restaurants and spa and wellness centers, based in the Republic of Serbia, that meet the following conditions:

• They are registered as legal entities under current law and run a hospitality business in a categorized hotel (for hotels)
• The company's accounts are not blocked
• Taxes are paid up on the day of joining the program
• They have a working, up-to-date public website for the hotel
• They have digital data on their accommodation units, additional services and prices
• They can assign staff to work with the team during implementation and to use the system regularly (the MAIIA operator)
• Hotel management provides operational support at every stage of the rollout
• They accept the conditions of this call
• They certify at least 1 employee at the CDT Digital Academy
• These conditions will be stated explicitly in the documents when the company joins the program.

A company can take part with one or more properties. Separate properties that are not functionally connected are treated as separate properties for pricing.

How to apply

Apply to the public call by filling in the application form at this LINK.

Please fill in the whole application form, so that selection, preparing the offer and assigning a consultant can be done efficiently and quickly.

Selection and preparing the offer

Selection starts when the company applies to the public call and its eligibility for the Program is checked.

This is followed by an online meeting with the Vendor to assess the scope of the project and prepare an offer. Once the applicant accepts the offer, a consultant is assigned and the Agreement is signed.

Application deadline

The deadline for applications is 15 November 2025 or until the 50 places in the Program are filled.

Contact: klub50@maiiaconcierge.ai, cdt@pks.rs

For more on the conditions and what the MAIIA Concierge app can do, see the full text of the Public call HERE (in Serbian).