How do you assess Serbia’s tourism industry?

Demand is growing, and this is the trend for the last three years. In the last ten years we can see market change in favour of foreign visitors which are now making around 50% of total tourists. Three years ago domestic travellers started to travel again due to various actions taken by NTO Serbia and Ministry of Trade, Tourism and Telecommunications of the Republic of Serbia. Tourism offers are rapidly developing, mostly in recognised tourism destinations, such as big cities, mountain resorts and some of spas. Belgrade is leading development process and it is important to emphasize that most of new hotels and accommodation units are opened in this city. Majority of other destinations do not have appropriate standards in accommodation and the level of tourism experience is not developed enough for international travellers.

What key challenges do you foresee in the sectors development?

One of them is certainly lack of financial resources dedicated to local tourism development. Local tourism organisations are investing most of their budgets in on-going administration costs and salaries, only few percent are dedicated to marketing, meaning that there is no tourism product and experience development budgets.

Also, lack of human resources is evident. On one side there are no people with adequate knowledge and on the other side there is a government decision which is forbidding employment of new people.

Political cycles are influencing tourism development and every new cycle starts from the beginning. Having in mind that time is of the essence to be able to achieve results in tourism, we expect that current political situation will set new standards.

What strategies are needed to grow tourism?

All strategies are defined in new Tourism Development Strategy adopted in 2016 by the Government of the Republic of Serbia.

The problem is that lack of resources are making hard to implement the mentioned Strategy.

What is your vision for the role Serbian tourism can increasingly play within the economy?

Tourism is considered an important sector in Serbian economy, creating approx. 5,5% of GDP.

In order to have better results it is necessary to invest in capacity building of local tourism stakeholders, as well as in creating public awareness campaign towards locals with the message that tourism is very important.