Creating a living story through rural tourism: The story of Zorica Stefanović

Zorica Stefanović is a rural tourism entrepreneur and the owner of the ethno household Šurička Bajka. Together with her husband, she has been developing this unique place over the past five years, creating an authentic experience rooted in tradition, nature, and genuine human connection. For her, this is not just a business, but a way of life filled with love, energy, and dedication.

Her journey into entrepreneurship began during the COVID-19 pandemic, when her husband, a musician, lost his job. Faced with uncertainty, they decided to turn to their home and surroundings-renovating, building, and shaping their household with their own hands and resources. Step by step, they created a space that today welcomes guests who leave with lasting impressions and a strong emotional connection to the place.

Before starting this venture, Zorica’s life path included many different roles-from running a family café business, to dedicating years to raising her three sons, and later working in Belgrade as a nanny. Each of these experiences contributed to her ability to connect with people, which today represents one of the core values of Šurička Bajka.

Building the household has not been without challenges. With limited financial resources, everything has been developed gradually, relying mostly on their own work and creativity. Despite this, their commitment to quality and authenticity has remained constant, and their vision continues to grow.

What makes her approach to tourism unique is the deep connection she creates with her guests. There is no strict boundary between private and business life-guests become part of their everyday environment, sharing the home, the yard, and the experience. As she describes it, they do not just run Šurička Bajka-they truly live it together with their visitors.

Zorica also recognizes the importance of supporting women, especially in rural areas. She highlights the growing number of women engaging in traditional crafts and small businesses, as well as the need for stronger connections, collaboration, and mutual support. She believes that creating networks or informal groups could help women share knowledge, support each other, and grow together.

Her story reflects resilience, creativity, and the power of starting small but with purpose. Through dedication and authenticity, she has built not just a business, but a place that tells a story-one that continues to inspire both visitors and future women entrepreneurs.

Explore this story online: [LINK]