Serbia is a country rich in geoheritage with eighty geomorphological sites now under protection. Although a canyon, the site of Devil’s Town is a unique geomorphological site in Serbia and deserves special attention. The geotouristic values of Devil's Town were assessed based on the analysis of its present state and comparison with three similar and nearby geosites on the Balkan Pennisula (the Sand Pyramids in Bosnia and Herzegovina and the Stob and Melnik Earth pyramids in Bulgaria). The assessment was performed using a ‘modified geosite assessment model’ (M-GAM), which includes estimation of the main indicators and sub-indicators. Devil's Town has an average level of major and additional values. Indicators show that this geosite has great tourist, scientific and aesthetic value, as well as enough space for improving the ecological and functional values, as a basis for the development of tourism. Devil's Town displays a higher touristic value than the Sand pyramids and slightly lower than the Stob pyramids. However, in comparison with the Melnik Earth pyramids in Bulgaria, its touristic value is significantly lower. This study could serve as a guide for managing development strategies concerning decision-making and engagement in tourism of the analysed geosite, addressing the needs of modern tourists.