Medicinal, aromatic and medical herbs make the integral part of rich potential of herbs in Serbia. Favorable conditions for production and natural resources give the opportunity for collecting (growing wild) and plantation production of (selected) medicinal herbs. Growth percentage of export and export prices of medicinal herbs in recent years will be continued in future only for those producers who are ready to meet the foreign customers' requirements. Collecting of growing wild plants from certified area and organic production of medicinal plants (as the primary or follow - up activity by agricultural estates) may significantly contribute to development of rural regions. We are working on the analysis concerning the aspect of the importance of medicinal herbs. Statistics data were being processed for the recent years concerning the view of the economic importance of the medicinal herbs over the world and Serbia. Analyzed growing needs of the international market (which was ready to pay expensive and exclusive products of medicinal herbs) and export-import exchange (growing export rate, export prices, export quantity and export value of medicinal herbs in the world and Serbia in period of the year 2003-2008) had shown the importance of adjustment ei. transformation of medicinal herb production. According to the analysis of the herbal sector of Serbia, we may conclude that there is a small number of producers who may offer enough quantity of medicinal herbs of export quality. In recent years Serbia has lost its dominant place in the export of medicinal herbs (in 2008 Serbia was on the 31st place in the world judging by the value of exported herbs). Solving the problem of so-called 'value chain' and education in herbal sector: transfer to organic production of medicinal herbs: introduction of standards (GACP) and certificates (HAACCP) are only the pre-condition for entering the world market and increase of the economic effects of the medicinal herbs exchange.