This year, Serbia has achieved the highest growth rate in Europe in terms of the number of foreign visitors compared to pre-pandemic levels. According to the latest data from the Ministry of Tourism and Youth, Serbia leads globally in the growth rate of income from foreign tourists, which has increased by 127 percent compared to the first quarter of 2019. In just the first four months of this year, tourism revenue from foreign visitors amounted to 575 million euros. This recognition as a top destination was confirmed by the World Tourism Organization, highlighting Serbia as the only country achieving a triple-digit growth rate in income from foreign tourists.
However, experts in the tourism industry caution that the average daily spending of foreign tourists on non-accommodation services in Serbia has remained unchanged over the past five years, averaging 70 euros per day for food, souvenirs, and entertainment, as indicated by recent research from the “Hores” Association.
Georgi Genova, director of the association, emphasizes the need to focus on attracting more spending tourists to improve these figures. Recent surveys revealed that on average, tourists use only one non-hotel service during their stay, raising questions whether this is due to limited amenities or budget constraints stemming from the financial crisis. “We definitely need to make changes,” says Genova.
Aleksandar Seničić, director of Utah, acknowledges that previous marketing efforts may have prioritized increasing visitor numbers rather than targeting higher-spending markets. He suggests that Serbia may lack sufficient attractive content to motivate tourists to spend more during their visits. Seničić points out that many tourists view Serbia as a budget destination, opting for private accommodations and self-catering to minimize expenses.
Seničić highlights that tourists from Western Europe tend to spend more, but their numbers in Serbia are limited. He advocates shifting marketing efforts towards countries with direct flight connections, offering competitive city break packages to attract more high-spending tourists.
Regarding Serbia’s tourism facilities, Seničić notes that while they are generally good, prices remain low. He suggests that increasing entry fees for museums and cultural institutions could help justify investments in improving these facilities.
Milica Lenasi, a licensed tourist guide, adds that cruise ship tourists, who often spend a day in Belgrade, are among the best spenders. They typically enjoy dining out in restaurants and cafes, though limitations such as cash-only transactions in souvenir shops sometimes restrict their spending.
Overall, while Serbia enjoys significant growth in tourism income and arrivals, there is a recognized need to enhance offerings and attract higher-spending visitors to further boost economic benefits from tourism.
