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The aim of this study is to determine and highlight the tourism potentials of the Ibar cultural tourism zone monasteries, which is located in the southwest part of Serbia. In the assessment of tourism potential, a quantitative model consisting of two groups of indicators (resource values and state of development) conceived of seven sub-indicators that were ranked and evaluated by respondents in the field, was applied. The results of the study show that the total tourist potential of the Ibar cultural tourism zone is 0.756, which classifies it as an area with high potential. A substantial difference in grading can be noticed by comparing two groups of indicators. The value of the resource is 0.812, and the value of the development state is 0.700. The main value of the study is that for the first time, a model based on quantitative calculations is applied in order to determine the tourist potential of the Ibar cultural tourism zone monasteries. The study also highlights the advantages and disadvantages and contributes to better promotion and development of this area.