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The topic of this paper is branding as a powerful tool for increasing the value of food products as well as the improvement of tourism in food origin regions. The branding is guarantee of quality for consumers and it provides a product differentiation for manufacturers. In today's market conditions, there is a lack of healthy, traditional, local agricultural products, which made demand and price increase due to their rarity and importance for consumers. Branded agricultural products guarantee to meet the sophisticated customer's needs, and they are often the reason for journey. This paper draws attention to the importance of products with added economic value for tourism, and the possibilities of designing tourist services related to these products.

What makes spa tourism to be one of the most developed kinds of tourism in Serbia is a large number of thermo-mineral springs, a long tradition of spa resorts and their importance for the development of tourism. During the time, this kind of tourism showed numerous peculiarities. Nowadays, many of them are still there and they refer to an emphasized amount of tourist traffic during the summer months, a shorter and shorter average residence of guests as well as a great deal of participation of complementary accommodation facilities in comparison with the basic ones. The aim of this assignment is the emphasis of ecological components in sustainable development of spa tourism in Serbia.