The Тourism Organization of Sokobanja was founded with the main goal of developing and improving tourism and the tourist product of Sokobanja. The main goals it strives for are increasing tourist traffic, unification of the tourist offer, joint performances of the tourism industry at tourism fairs and events, more effective propaganda and information activities, cooperation with the Tourist Organization of Serbia, relevant ministry and other tourism organizations in the country and abroad, creating conditions for the further development of domestic tourism, while finding opportunities for faster positioning of Sokobanja, as a tourist destination, on the domestic and international tourist market.