Serbia has emerged as one of the four most attractive tourist destinations globally, alongside Morocco, Greenland and Georgia, according to the BBC. Once regarded as a hidden gem of the Balkans, Serbia has gained popularity due to its pristine nature, rich cultural heritage and renowned hospitality.
The British media outlet highlights Serbia’s ability to capture the hearts of travelers worldwide with its unique blend of natural beauty and cultural depth, placing it firmly on the global tourism map. The article features stunning photographs of the Uvac Nature Reserve, home to the griffon vulture.
The BBC reports that Serbia is committed to sustainable development, collaborating with the Global Council for Sustainable Tourism to foster projects that prioritize cultural sensitivity over mass tourism. The country’s tourism strategy has evolved from a focus primarily on urban experiences in cities like Belgrade to incorporating mountain, rural and spa tourism, enhancing local economies. This approach has proven effective, with international tourism increasing by 20% in 2023.
Popular destinations: Zlatibor and Belgrade
Belgrade remains a favorite among foreign tourists, with one-fifth of visitors also exploring the mountains and spas. Zlatibor has emerged as the leading mountain destination in the first half of the year, drawing more visitors and overnight stays than Kopaonik, especially in spring.
British tourism advisor George Colvin Slee notes that Serbia is still an undiscovered gem for many. He emphasizes the country’s focus on sustainable development and the allure of its natural landscapes, which attract winter sports enthusiasts and summer hikers alike. Eco-tourism is thriving in hilly regions, and wellness resorts are being developed around natural springs.
Ongoing investment in tourism
Marija Labović, director of the Tourist Organization of Serbia, emphasizes the ongoing investment in tourism infrastructure, leading to a continuous rise in foreign visitors. Serbia is marketed as a year-round destination, offering diverse experiences throughout the seasons.
Colvin-Slee encourages British tourists to visit Novi Sad and Vojvodina, regions rich in Habsburg heritage and less crowded with tourists. He points out attractions like the Petrovaradin Fortress, dubbed the “Gibraltar of the Danube,” and praises local cuisine, including strudel and goulash.
Last year, Serbia welcomed 2.134 million foreign tourists who contributed 5.5 million overnight stays and over two billion euros in tourism revenue. In the first half of this year, income reached 1.271 billion euros, an 18% increase from the previous year. The majority of visitors came from Russia, Turkey, Bosnia and Herzegovina, Germany and China, with growing interest from neighboring countries and the USA.
Labović notes a 14% increase in tourist arrivals in the first seven months of this year, along with a 10% rise in overnight stays. She emphasizes the need for improved infrastructure, particularly in rural areas, and promoting lesser-known destinations. Tourists cite Serbia’s cultural heritage, beautiful landscapes, mountain resorts, and welcoming hospitality as key attractions.
Marketing efforts
To reach foreign markets, Serbia employs both traditional and digital advertising strategies, recognizing that tourists increasingly seek information online.
