Novi Sad is set to enter a new phase of urban and tourism development with the confirmation that a Hyatt Regency hotel will be built in the city, marking the largest hotel investment in Novi Sad’s history and one of the most significant single tourism projects ever undertaken in northern Serbia. The development, known as the Trinity Park – Hyatt Regency project, has been formally designated a project of national importance, underscoring its strategic economic and urban relevance.
The investment, valued at approximately €107 million, will be delivered on the site of the former Hotel Park, a long-standing landmark in Novi Sad. The new complex will include a full-service Hyatt Regency Novi Sad with around 235 rooms, extensive wellness and hospitality facilities, and a modern conference and events centre covering roughly 1,900 square metres. Once completed, the congress facilities are expected to accommodate more than 900 delegates, positioning Novi Sad as a credible regional destination for business conferences, corporate events and international forums.
The project represents the first entry of the Hyatt Hotels Corporation brand into Novi Sad and significantly elevates the city’s profile within the international hospitality market. Until now, Novi Sad’s hotel capacity has been dominated by mid-scale and boutique properties, limiting its ability to attract large-scale business and institutional events. The arrival of a globally recognised five-star brand is expected to close that gap and diversify the city’s tourism structure beyond leisure and festival-driven demand.
Construction is scheduled to be completed by 2026, aligning with Novi Sad’s broader infrastructure and urban development cycle. Beyond accommodation, the complex is designed as a mixed-use urban project, integrating hotel functions with public spaces and improved pedestrian connectivity in the Futoški Park area. According to the project plans, green areas on the site will increase by more than 20% compared with the previous layout, with surface parking replaced by landscaped public space. Protected natural features, including the iconic ginkgo tree near the former Hotel Park, will remain intact.
From an economic perspective, the Hyatt Regency development is expected to have a substantial multiplier effect. Direct employment at the hotel is projected at more than 200 permanent jobs, while indirect employment generated through suppliers, services, construction, tourism and events activity is estimated at over 1,500 additional jobs. Fiscal contributions through payroll taxes, corporate taxation, tourism levies and associated fees are expected to exceed €25 million during the first five years of operation, strengthening both local and national public revenues.
The architectural concept is being delivered by a consortium of domestic and international studios, combining contemporary hotel design standards with sensitivity to Novi Sad’s urban fabric. Cultural continuity has also been built into the project: a historic mosaic by artist Ljubiša Petrović, originally part of the former Hotel Park, will be restored and integrated into the new hotel interior, linking the city’s modern development with its architectural heritage.
Strategically, the project reflects a broader shift in Novi Sad’s positioning within Serbia and the wider region. Long perceived primarily as a cultural and university centre, the city is increasingly targeting high-value business tourism and international events. The scale of the Hyatt Regency investment suggests confidence in sustained demand growth driven by Novi Sad’s expanding IT sector, proximity to Belgrade, improving transport infrastructure, and rising international visibility.
Novi Sad project fits into Hyatt’s wider expansion strategy across Southeast Europe, where branded upper-upscale and luxury hotels are increasingly viewed as anchors for mixed-use urban regeneration and business tourism. For Novi Sad, the investment is not only a hospitality milestone but a structural upgrade to its economic and urban profile, signalling a transition from a primarily regional destination to a city capable of hosting international-scale business, institutional and cultural events.
