Surrounded by the heights of Golija, Rogozna and Pester Plateau, Novi Pazar is located in the basin of the equal name, whose physiogeographical structure of river valleys and gorges has natural predispositions for connections with the immediate and wider environment.

The exceptional geographical position predestined the population to engage in trade as their main occupation since ancient times, which is how the city itself got its name. According to the 2011 census, Novi Pazar has 109,327 inhabitants. According to unofficial data, Novi Pazar has over 120,000 inhabitants.

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