In the first quarter of 2025, Serbia saw 2.5 million tourist overnight stays, marking a 1.6% decrease compared to Q1 2024. Domestic tourists accounted for 50.6%, while foreign tourists made up 49.4%.
Major cities—Belgrade, Novi Sad, Niš, and Subotica—dominated tourist visits with 1.4 million overnight stays (54% of total), up 2% year-on-year. Belgrade alone recorded 726,000 overnight stays, with foreign tourists comprising 82.7% of its visitors.
The socio-political crisis from November to March caused cancellations and lowered tourist arrivals, especially foreign visitors, impacting business events. However, by late April, interest rebounded, stabilizing traffic in Q2.
The decline in domestic tourists is partly due to fewer state-issued tourist vouchers this year (30,000 vs. 100,000 last year) and delays in distribution, which will likely reflect in year-end statistics. Experts suggest exploring alternative support measures given budget constraints and the political uncertainty affecting domestic travel decisions.
More than half of foreign tourists come from regional countries. Serbia has experienced consistent growth in foreign arrivals (10–15% annually) and domestic tourists (5–10%) over the last five years. However, expectations are now tempered given current challenges.
Serbia’s tourism promotion has leaned heavily on distant markets like China, which saw increased arrivals partly due to expanded direct flights by Air Serbia. Still, there is a call to refocus more on Western European markets. Turkey remains an important market due to historical ties and frequent flights.
Russia ranks as the top source of overnight stays, followed by Turkey and North Macedonia, but many Russians in Serbia are long-term residents rather than typical tourists, often dispersed across various regions.
Mountain resorts recorded 824,300 overnight stays (31.8% of total), down 4.6% from last year, with Zlatibor and Kopaonik being the most popular, mainly attracting domestic visitors.
Spa towns saw 365,600 overnight stays (9.1% decline), with Vrnjačka Banja leading. Some spas like Gamzigradska and Novopazarska banja experienced strong growth.
The sector lacks a seaside tourism season but has potential in rural, spa, and eco-tourism. Enhanced promotion targeting neighboring countries such as Romania and Bulgaria is recommended to tap into underutilized markets.
