13 May Interview with Hon. Marija Labović, Director Director of the Tourism Organization of Serbia (TOS)
Serbia had a record-breaking year in 2024 with 2.38 million foreign tourists visiting. What are the main metrics that highlight the success of Serbia’s tourism sector?
Serbia’s tourism sector is experiencing remarkable growth, with record-breaking results. In 2024 we generated €2.833 billion in tourism revenue — an 11% increase from the previous year and 30% above pre-pandemic levels. This steady expansion is driven by several factors. Continuous investment in tourism infrastructure has enhanced accommodations, ranging from five-star hotels to apartments and expanded attractions that enrich visitors’ experiences. Major road and highway developments have improved accessibility, making Serbia an ideal destination for short breaks year-round. Additionally, our strategic promotional efforts focus on key markets while also exploring new opportunities to position Serbia as a year-round travel destination.
When asked about Serbia, international travelers highlight three main attractions: rich cultural and historical heritage, abundant nature for relaxation and exceptional gastronomy. These elements blend across our tourism offerings, from city breaks to mountain resorts. Serbia is also known for its natural springs and spa resorts, appealing to those seeking wellness and stress relief. Unlike overcrowded destinations, Serbia offers a perfect balance — vibrant yet comfortable for visitors.
Serbia’s gastronomy is gaining international recognition, with the Michelin guide highlighting its quality. This year, Serbia earned two Michelin-starred restaurants and 23 recommended spots, including two Bib Gourmand entries. Beyond the cuisine, visitors consistently praise the warmth and hospitality of the Serbian people, an experience that leaves a lasting impression.
How significant do you believe Expo 2027 will be for Serbia’s tourism industry?
The Specialized Expo is already a major milestone for Serbian tourism and will become even more significant in 2027. Hosting such an event boosts Serbia’s global reputation, proving its ability to organize large-scale events with high-quality infrastructure, accommodations and transport. We are actively promoting Expo 2027 through B2B events, fairs and exhibitions to attract future exhibitors while also engaging potential visitors who plan their travels in advance. Through Serbia’s Convention Bureau, we are also bidding for international conferences, further solidifying Serbia as a premier event and tourism destination.
Several new hotels will open before Expo 2027 and major transportation upgrades will enhance connectivity in Belgrade and across Serbia. Visitors and exhibitors will find it easier to explore the country, thanks to ongoing infrastructure projects. Expo 2027 will also leave a lasting legacy, with the site transforming into a modern, sustainable Belgrade Fair. The new National Stadium and other developments will further boost Serbia’s appeal as a top tourism and event destination.
Serbia has been actively showcasing its diverse attractions at global events like the Travel & Adventure Show in New York. What key government initiatives are in place to promote Serbia as a standout destination to international visitors?
A few weeks ago, we returned to New York to showcase Serbia, marking our first visit since the pandemic. This is a key market, especially with direct flights between Belgrade and New York and Belgrade and Chicago. Beyond this event, we are expanding our US outreach with online campaigns, including partnerships with Expedia and Amadeus. Our ongoing social media efforts further strengthen Serbia’s presence in the U.S. market.
What steps are being taken to ensure that tourism growth remains sustainable from an environmental perspective, and beneficial to local communities?
We are actively promoting sustainable tourism, as travelers increasingly prioritize eco-friendly destinations. Our efforts focus on rural and protected areas, ecotourism, cycling routes and slow travel to reduce tourism’s carbon footprint. We highlight traditional villages, UNESCO-recognized intangible heritage and local festivals to ensure economic benefits stay within communities. Serbian products with protected origins, such as Pirot cheese, Futog cabbage and Srem sausage are also a key part of our promotions. At exhibitions and events, we showcase locally made crafts, especially those by minorities and women entrepreneurs.
Additionally, we are developing wine routes featuring local producers and partnering with the European Travel Commission’s Chapter Earth to support climate action initiatives.
Where do you see Serbia’s tourism sector in the next 5 to 10 years?
We are ambitious about Serbia’s tourism future, investing heavily in infrastructure and traveler experiences. In the next 5 to 10 years, we aim to strengthen our position as a top destination, staying aligned with global trends and adapting to travelers’ evolving needs. Our new tourism strategy and marketing plan for 2025-2030 will guide us in attracting repeat visits by offering diverse tourism products. We are embracing new technologies, including artificial intelligence, while keeping people at the heart of tourism. Our goal is to stay ahead of trends and continue leading in the industry.
What is your final message for the readers of USA Today?
Visit Serbia to experience its rich culture, history, nature, gastronomy and hospitality. We are confident that once you visit, you will want to return again and again. We invite you to make unforgettable memories and become an ambassador of Serbia.