The Director of the Tourism Organization of Serbia (TOS), Marija Labović, stated that Serbia is once again presenting itself as a year-round tourist destination at the ITB Tourism Fair in Berlin.
“We are showcasing all of our tourism products, with a particular focus on active vacations and staying in nature,” Labović said in an interview with Tanjug. She emphasized that Serbia offers something for people from all over the world, with gastronomy and Serbian hospitality enhancing every experience. According to her, the Berlin fair is one of the two largest tourism markets in the world, where representatives from all over the globe gather. Serbia proudly highlights its role as the host of EXPO 2027. “We are here to invite people from around the world to reserve 2027 for Belgrade and come—either as visitors or exhibitors,” Labović stressed.
As she explained, the Berlin fair operates on a “B2B” model, meaning face-to-face meetings, and this year Serbia has 20 co-exhibitors engaging with every visitor who shows interest in the country.
“Tourists want to visit new destinations, gain new experiences, enjoy food, socialize, and immerse themselves in the cultural and historical heritage of a country,” said the Director of TOS, adding that such interest presents an opportunity Serbia must seize. She emphasized that authenticity is something tourists seek, and Serbia has it. Labović also mentioned that TOS’s statistical data shows that the greatest attention from foreign tourists is drawn to Belgrade, followed by other major cities like Novi Sad, Niš, Subotica, and Kragujevac. Additionally, essential destinations for relaxation and enjoyment include Zlatibor, Vrnjačka Banja, Fruška Gora and Western Serbia.
