Serbia’s tourism sector recorded higher visitor activity in May 2026, with growth driven by increased foreign demand and expanded air connectivity. The country registered approximately 470,000 tourist arrivals, representing a 7.4% year-on-year increase, while total overnight stays reached 1.209 million, up 5.5% compared with the same month of 2025. Foreign visitor nights increased more rapidly than domestic tourism, rising by 9.3%, while overnight stays generated by domestic visitors grew by 2.2%.
Foreign Tourism Demand Drives Accommodation and Service Activity
The stronger performance of international tourism contributed to activity across city hotels, higher-category accommodation facilities, restaurants, aviation services and destination-related businesses. Belgrade remained Serbia’s leading urban tourism market, while Zlatibor, Kopaonik, Vrnjačka Banja, Sokobanja and Vrdnik continued to represent key destinations for regional tourism and wellness-focused demand. The increase in foreign overnight stays has supported opportunities for investment in internationally managed hotels, airport-related services and organised tourism products.
Air Serbia Expands Network with Higher Passenger Volumes
National airline Air Serbia transported 2,062,488 passengers during the first half of 2026, an increase of nearly 57,000 passengers, or approximately 2.9% year on year. During the same period, the carrier operated 23,225 flights, adding more than 1,000 services compared with the first half of 2025.
The airline expanded its connectivity through new routes, including services to Toronto and Baku, strengthening Serbia’s long-haul and eastward transport links. Air Serbia expects to approach 5 million passengers in 2026, compared with nearly 4.6 million passengers in 2025.
Tourism Investment Focuses on Established Destinations
The combination of higher foreign tourist demand and broader direct air access is supporting further development potential in internationally oriented hospitality, airport services and structured destination offerings. Demand conditions remain closely linked to location and market characteristics, with Belgrade and established mountain and spa destinations maintaining stronger year-round tourism activity compared with seasonal projects that lack differentiated services.
