Tourism has become a generator of economic development in many countries of the world. Serbia is becoming increasingly requested destination on the tourist map of Europe. The aim of this paper is to show on the example of a good business practice - Ethno village Latkovac, that entrepreneurship in tourism Serbia should be based on the concept of economic, sociological and social sustainable development with achieving the full satisfaction of the consumers - tourists. The subject of the paper is original and diverse content offers as an example of creative entrepreneurship that has helped to accelerate the development of the local villages. Method of the work - Case Study 'Ethno Village Latkovac'.