Novi Pazar is located 297 km south of Belgrade on the section of the old road which along Ibar route leads to Podgorica and Adriatic Sea. It is located in the valley of the rivers Jošanica, Taska, Deževska and Ljudska River at an altitude of 496 meters. It is surrounded by high mountains Golija and Rogozna and Pešter Plateau.

This region is rich in natural resourses. It is spacious mountainous territory where mild and sharp climbs meet river cuts and valleys, plateaus, large complexes of coniferous forests, vast meadows and pastures. This region has a very rich flora and fauna, plenty of water, thermal and mineral springs (Novi Pazar spa, Rajčinovića spa, Slatina and Deževa Kiseljak). With natural and human resources as well as numerous monuments, Novi Pazar has great potential for sustainable development – healthy food production and development of tourism.