Marija Labovic, CEO of the National Tourism Organisation of Serbia, gives an overview of the country’s rapid recovery and new flight connections in an exclusive interview with ITB Berlin News.
How did Serbia’s tourism industry perform in 2022?
Serbia had a record year as we overtook 2019 numbers. We recorded some 12.2 million overnight stays, about 2 million more than 2019. According to the reports of the European Travel Commission, Serbia ranks first in terms of growth in tourism revenue and in overnight stays.
Can you tell us more about your new campaign “Experience! Serbia”?
Our new brand, reflecting the identity of Serbia as a tourist destination is characterized by contrast/duality. Our “Experience! Serbia” brand carries something personal, spontaneous and dynamic but also shows the stability, reliability and tradition of Serbia as a destination. To experience Serbia is to experience adventure, cities, nature, food and ultimately the people of Serbia.
What new destinations is Air Serbia launching in 2023 and why is this significant?
With the introduction of new flights, Serbia becomes more attractive, influencing the decision of tourists to spend their vacation in Serbia. In May, Air Serbia will introduce direct flights to Hamburg, Gothenburg, Cologne and Marseille. Flights have also been announced earlier to Chicago, Catania, Palermo, Naples and Florence.
Why is it important for the travel industry to meet face to face at ITB Berlin?
ITB Berlin is the world biggest travel fair with a large and diverse professional audience. It is an important platform for us not only to promote Serbia to an international audience but also to meet and network with interesting partners. Additionally, Germany is one of the key markets for inbound tourism to Serbia. Many Serbian local tourist organizations such as Belgrade, the Vojvodina, but also incoming tour operators and hotels look forward to meeting the ITB visitors
