However, if all these developed models and guidelines were directly applied in our area, which was determined by some different local characteristics, it would lead to a reduction in the accuracy of the assessment in the mildest form. Each region has its own local characteristics that are reflected in different land use, different degrees of motorization, modes of transport, socioeconomic characteristics, different existing transport systems and in general, different ways of life. Trip generation hubs are places that concentrate on one or more activities, attract and produce high traffic demand and therefore need to be specifically studied. Travel that is attracted and generated for any mode of operation has an impact on traffic throughout the region where the hub is located and must be quantified when located in an urban area [3]. However, traffic impact assessment (TIA) analysis is not required for every construction or land use change because there are facilities that do not generate significant traffic, i.e., do not affect the change in traffic conditions. It is accepted practice that a comprehensive traffic impact assessment should be conducted whenever construction is expected to increase by 100 or more inbound or outbound trips during peak hours [4]. The generated traffic demand must be quantified, and shopping centres are singled out as generators, which attract and generate high traffic demand, mainly for the purpose of shopping and leisure. Depending on the size and attractiveness, malls in peak hours can also attract several hundred trips that as such create a significant additional load on the surrounding street network, which can cause a deterioration in the level of service. The number of new shopping centres that have appeared in the last 20 years sets them apart and puts them as one of the most important generators of new traffic demand. However, in many cities of the region, in various locations, shopping centres were built, mostly without any analysis and assessment of the impact of the newly created traffic on the level of service of the surrounding roads. For this reason, on the street network in the vicinity of some shopping centres, there has been a drastic deterioration in traffic conditions, which are manifested by congestion of the street network, time losses at intersections, increased emission of pollutants, etc. All the above mentioned are the reasons that indicate the need to define a model for estimating traffic demand generated by shopping centres, in accordance with the local conditions prevailing in our region. This model would be used in the process of traffic planning, which is essential for the planning of transport infrastructure, traffic and transport facilities and services, i.e., sustainable planning, investment and development. The proposed model is significant for the reason that it is the result of research that is rare in Europe and unique in the SEE region. For this reason, the research results could not be compared with other models formed for small and medium-sized cities in the region and Europe. The proposed model was developed and tested for small and medium-sized cities in the SEE region. Testing of models for large and mega cities was not carried out for the reason that no basic research was carried out on them. The model was formed based on research conducted on a weekday in normal traffic conditions, including sunny weather, without heavy precipitation, wind, etc., and in accordance with the established practice in this area. [5]. Besides the introduction section, the paper has been structured in the following five parts. The second section gives emphasis on the basic objectives, motivation, and purpose of the performed study, while the third section represents background in areas of exploration. The fourth part of the paper shows and explains the research methodology with a clear diagram of the research flow, performances of shopping centres, details related to data collection, performing experiments, etc.