Serbia highlights nature and authentic experiences at ITB Berlin 2025
ITB Berlin News caught up with Marija Labovic, Acting Director of the National Tourism Organisation of Serbia, to explore the destination’s main focus at this year’s event: its stunning natural treasures.
After a record year in 2023, how did tourism to Serbia perform in 2024?
In 2024, Serbia surpassed the record set in 2023 with a 12% increase in foreign tourist arrivals and a rise in overnight stays. Additionally, foreign exchange earnings from tourism grew, reaching EUR 2.5 billion from January to November—an increase of 9 percent compared to the same period in 2023. Given these positive results and our ongoing initiatives, I am confident that 2025 will bring even greater success.
What is Serbia is highlighting at ITB Berlin this year?
Our efforts are focused on promoting Serbia’s stunning natural treasures – which include mountains, spas, and other unique destinations – as well as adventure tourism, cultural tourism, and gastronomy. Today’s travellers are increasingly seeking active vacations and authentic experiences. There is also growing interest in lesser-known, off-the-beaten-path locations, as well as in rural tourism. We are placing special emphasis on developing sustainable tourism and promoting natural destinations that provide truly authentic experiences.
What can you tell us about the Belgrade Expo 2027 and the opportunities the event will create for tourism in Serbia?
Expo 2027 presents a tremendous opportunity for Serbia’s development. From May to August 2027, more than four million visitors are expected. Expo 2027 will provide Serbia with a unique platform to showcase its natural beauty, rich cultural and historical heritage, exceptional gastronomy, and renowned hospitality.
