With Belgrade gearing up to host EXPO 2027, Serbia is fast becoming one of Europe’s most enticing destinations for Chinese travellers, according to Marija Labović, Director of the National Tourism Organisation of Serbia. She points to Serbia’s distinction as the first European country to abolish visas for Chinese citizens, a move that has notably lifted arrivals and deepened cultural ties.
“Chinese guests feel genuinely welcomed here,” Labović says. “They value our safety, authentic culture and warm hospitality.”
Direct flights from Beijing, Shanghai and Guangzhou make the journey straightforward. Once there, visitors can wander the Đerdap Gorge along the Danube, step back in time at Lepenski Vir, a site older than Egypt’s pyramids, and soak up Belgrade’s buzzing city life, where the Sava meets the Danube.
From UNESCO sites to wellness retreats and rich gastronomy, Serbia offers a heady mix of ancient heritage and modern living at Europe’s crossroads.
Booth: D01
塞尔维亚：借势2027世博会，聚焦中国市场
随着贝尔格莱德加紧筹备2027年世博会，塞尔维亚正逐步成为中国游客关注度持续提升的欧洲目的地之一。塞尔维亚国家旅游局局长Marija Labović表示，作为首个对中国公民实施免签政策的欧洲国家，这一举措有效带动了中国游客的增长，同时也进一步加深了双方的人文交流。
“中国游客在这里能够真切感受到欢迎与友好，”Labović表示，“安全的旅行环境、真实的文化体验以及热情好客的氛围，是他们尤为看重的因素。”
目前，北京、上海和广州均已开通直飞航线，为中国游客前往塞尔维亚提供了更加便捷的出行选择。抵达后，游客可沿多瑙河探访德耶达普峡谷（Đerdap Gorge），领略壮阔的自然景观；走进比埃及金字塔更为久远的莱潘斯基维尔（Lepenski Vir）遗址，感受史前文明的魅力；亦可在萨瓦河与多瑙河交汇的贝尔格莱德，体验充满活力的城市生活。
从世界遗产到康养度假，从传统风味到当代美食体验，塞尔维亚在欧洲交汇之地展现出古老文化与现代生活方式交融的独特魅力，为中国游客提供多元而丰富的旅行选择。
展位号：D01
Header photo: Dragan Glisovic
