Serbia’s domestic tourism is currently in a serious crisis, and it’s uncertain how the situation will unfold in the coming period. This uncertainty directly impacts whether the country will see a higher number of foreign tourists, according to the National Association of Tourist Agencies (JUTA). So far, only the embassies of Bulgaria and Romania have officially advised their citizens not to travel to Serbia, while other countries have only spread similar information through media outlets and social networks.
Aleksandar Seničić, Director of JUTA, states that significant damage has already been done. He mentions that, between mid-February and the end of April, around 30% of foreign tourist reservations have been canceled. In Eastern Serbia, the issue began immediately after the Bulgarian and Romanian embassies recommended avoiding travel to Serbia, with local hotels reporting a significant decline in visitors.
“When it comes to canceled visits, the biggest impact is on large cities like Belgrade, Novi Sad, Niš, and Kragujevac. One-third of both group and individual bookings have been canceled. Historically, we have seen a significant number of foreign guests during this period,” says Seničić.
For now, most government websites simply issue warnings about the complicated political situation and the potential for escalation. For example, the UK government advises its citizens to inquire about the situation in Serbia before traveling.
“In Belgrade and other cities, mass gatherings and protests are taking place. These could occur on short notice and cause significant disruptions, including to public transport. Most gatherings are peaceful, but there is a possibility that things could quickly escalate. To minimize risk, keep track of events and avoid crowds and demonstrations,” the UK Foreign Ministry website warns.
The U.S. has also placed Serbia on its list of countries to be monitored closely, advising travelers to exercise caution. This is currently a recommendation to stay informed before traveling to Serbia. The first warning about Serbia’s security situation came in late January from Croatia, where the Ministry of Foreign and European Affairs recommended postponing non-essential travel due to “inappropriate and unjustified treatment of Croatian citizens.”
The Croatian Ministry added, “Postpone all non-essential travel, exercise caution, monitor the current situation, and gather detailed information before traveling due to inappropriate and unjustified actions by Serbian authorities toward Croatian citizens.” Croatian citizens were also advised to avoid places where large crowds gather.
These developments have significantly affected Serbia’s tourism industry. As recently stated by Tourism and Youth Minister Husein Memić, Serbia has recorded a decline in foreign tourist visits for the first time since the pandemic. Data from the Central Information Register shows that, in the first two weeks of February, there was a 16 to 20 percent drop in the number of foreign guests. While official statistics are still awaited, it is already clear that the tourism sector is suffering losses in foreign currency inflows.
Ministry representatives attribute the decline not so much to official embassy travel advisories but to the fact that people are following media comments and listening to tour operators, leading them to cancel or postpone their visits to Serbia. The ministry added that, based on current tourist numbers, it is evident that visitors are avoiding Serbia, waiting for the situation to stabilize.
One property owner in Belgrade, who rents out several apartments, including two in the city center, shared his experience: “Since February, I’ve had bookings that quickly get canceled. It’s as if people want to travel, but once they inquire, they decide to cancel. Last year at this time, everything was fully booked, with many foreigners coming to Belgrade. Now, at least based on my bookings, it’s empty. Only guests from Republika Srpska and Montenegro are arriving. There’s not even a noticeable number of Macedonians, who were frequent visitors in recent months.”
The property owner added that, when it comes to foreigners, only those with business obligations are arriving and staying for very short periods.
