On 30.03.2024. a field visit was made to the hotel “Mišić”, Ćukovac, Vranje, in the Pčinjski district, in the south of the Republic of Serbia. The business entity was selected based on the activity it performs. Namely, tourism, and especially tourism that is based on the traditional values of Serbian rural areas, gastronomy and returning to nature, is considered an activity with a particularly high potential for the transition to a circular business model. During the field visit, the project was presented and a detailed discussion was held with the manager, with the aim of reviewing specific aspects of business that are important for the transition to a circular business model and agreed options of possible cooperation.