As tourism slogans go "Serbia has balls" is certainly designed to catch attention.
Tourism chiefs at Ozrem in the north of the country are hoping that their annual testicle cooking competition will do for the region what whisky did for Scotland or cheese and chocolate did for Switzerland.
Festival organiser Ivo Mokovich said: "The importance of a recognisable brand to sell a region cannot be underestimated - look at how many people go to Scotland because of the whiskey or how many people know Switzerland because of their cheese and chocolate.
"We are now hoping that the many famous and varied testicle dishes that we have created in the region will become world-famous and attract people who appreciate good food from all over the world."
The now annual Testicle Cooking World Championship will take place this year for the seventh time and is open to cooks from all over the world - although organisers admit they rarely get anybody from abroad.
Mokovich said: "That is not such a surprise - after all it shows we are the best because nobody else is prepared to take up the challenge and to try and take the title of top testicle chef away from the Serbs."
The testicle cooking contest starts on 27 August with elimination heats leading through to the final three days later on 29 August.