Tijana Maljković, secretary of the Tourism Association of the Serbian Chamber of Commerce - 2024 will break records in Serbian tourism

According to the data of the Republic Institute of Statistics, a total of 4,192,797 tourists stayed in Serbia in 2023, which is 8% more than in 2022. We were visited by 20% more foreigners compared to the previous year and for the first time the number of foreign guests exceeded two million, mostly from Russia, Turkey, Germany and China.

According to the latest report of the United Nations (UN) tourist barometer, last year Serbia was the first destination in the world in terms of the growth rate of income from foreign tourists in comparison to 2019, the year before the pandemic.

In 2023, according to preliminary data from the National Bank of Serbia, record revenue from foreign tourists in the amount of EUR 2.5 billion was achieved, which is about 80% more than in 2019..

We talked about all this, as well as the possibilities for the development of congress and elite tourism, but also about the weak points of Serbian tourism with Tijana Maljković, secretary of the Tourism Association and the Trade Association of the Serbian Chamber of Commerce.

According to her, the significant increase in the number of tourists in Serbia is a result of long-term promotion in numerous foreign markets.

- The re-arrival of guests from China to the region had a visible impact on those results, which was especially contributed by the renovated Sava Center, direct lines to Chicago and New York, the Emirates and China, but also an increased number of direct flights to Europe, then a diverse range of accommodation, excellent ratings on social networks the gastronomic offer of Serbia, festivals, as well as the well-presented cultural and historical heritage of our country - Maljković points out.

Which destinations in Serbia were the most visited last year? Did any particularly surprise, either due to an unexpectedly good or bad visit?

- The most visited places in Serbia in terms of overnight stays by foreign guests last year are Belgrade (2,970,336 overnight stays or 11% more than in 2022), followed by Novi Sad, Zlatibor, Subotica, Niš. As for domestic guests, they are mostly focused on Zlatibor, which recorded an increase of 62% of overnight stays, Sokobanja, Vrnjačka banja and Kopaonik. These destinations are fully expected and have been attracting the attention of foreign and domestic guests for years.

Local guests like Zlatibor the most, which recorded an increase of 62%. (Photo: Aleksandra Kekić)

Last year, the number of foreign guests exceeded two million for the first time. Where do most foreign tourists come from, how long do they stay, how old are they, what is the reason for their visit, which destinations, apart from Belgrade, do they also visit?

- When it comes to foreign guests, the largest number of overnight stays in 2023 was achieved by guests from Russia with a 12% increase compared to 2022, followed by tourists from Turkey (+18%), Germany (+16%), and China (+51%). If we are talking about overseas guests, they stay at the destination for about 10-14 days, but during that time they visit the entire region, ie. in our case several countries. Due to the good air connection, Belgrade is the first stop, and the route continues, with a stay of about 5 days in Serbia, and afterwards they continue their journey in the surrounding countries. When it comes to "city break", ie. weekend guests, they usually stay up to two nights, and those are guests from Europe or the region. Belgrade hotels are most occupied on weekdays, that is, they record the largest number of business guests who stay an average of two nights.

The Ministry of Tourism announced that the budget for tourism infrastructure in 2024 will be 33% higher than in 2023 and will amount to close to 2.5 billion RSD, of which even 1.5 billion RSD is intended for capital projects. In which area do we need investment the most?

- The development of tourism is among the priorities, which is evidenced by a series of incentive measures of the Serbian Government. Grants of incentives to attract direct investment in the hotel accommodation service sector have been in effect since 2016. According to the data of the Ministry of Economy, 17 projects were successfully implemented with a total investment value of EUR 291,924,706.19, which provided employment for almost 1,265 people, and the value of approved incentive funds amounted to EUR 52,053,620.99. The government passed the Decree on determining criteria for awarding incentives to attract direct investment in the hotel accommodation sector, primarily in spa and climatic places, but also in the Belgrade region.

A few days ago, in addition to this regulation, the Government of Serbia also adopted the Regulation on the conditions, method of awarding and using incentive funds for the development and improvement of rural tourism, which also covers the second segment of accommodation, i.e. private accommodation. Thus, for the first time, 150 million RSD is allocated non-refundable for this purpose through the relevant Ministry of Tourism and Youth. Rural tourist households, farms and ethnic houses, recorded in the E-tourist information system, have the right to be allocated funds for the extension, reconstruction and additional equipment of existing hospitality facilities for accommodation.

Convention tourism is once again in focus, especially with the opening of the renovated Sava Center, but also with the announcement of the construction of congress centers outside Belgrade. What else do we need in order to get the most out of convention tourism and which of our destinations have the potential to develop this type of tourism?

- For a congress destination, the infrastructure is of great importance, including the direct connection of the airport with over 100 destinations, the number of quality accommodation units, i.e. 4* hotels, conference and other spaces, as well as the price-quality ratio. In addition, the reputation of professional staff, associations that compete (bid) for conventions, as well as the tradition of associations in certain areas, which sometimes reach up to 100 years of activity, which is rare in the world and European frameworks..

For the convention industry in Serbia, the key event was the opening of Sava Center, but also St. Regis hotel that will complete the offer of high-class accommodation in Belgrade. In addition to the capital, Serbia has a few more congress destinations: Zlatibor, Kopaonik, Novi Sad, Vrnjačka Banja, Subotica and Palić. During the congress, the consumption per expert guest per day amounts to an average of 390 EUR, and everyone in the chain of services and production, such as restaurants, retail chains, souvenir shops, taxi drivers, museums, night clubs and hotels, has a profit.

The opening of Sava Center is a key event for the convention industry in Serbia (Photo: Mirko Radonjić)

Does Serbia have enough to offer guests looking for luxury, from accommodation, to service, to offers? Which destinations are most developed in this regard?

- Serbia offers a variety of different tourist products that guests from all continents can enjoy. Luxury tours include thematically tailored tours, ie. "tailor made" packages that are different, i.e., they can be cultural, religious, active, gastronomic tours and they emphasize local specialties, culture, natural beauty during all seasons, diversity of minorities in Serbia, as well as local events. Food, hospitality and nightlife are part of the whole ambience because we are known as good hosts.

A large number of hotels as well as foreign hotel chains carry with them certain world standards and business postulates. With the intention of affirming according to the high paying structure of tourists, at the East Mediterranean International Tourism & Travel Exhibition - EMITT from February 6-9 this year in Istanbul, also elite Belgrade hotels St. Regis and Hilton, then Viceroy Kopaonik, Movenpick Resort & Spa Fruške terme, but also the hotels Mama Shelter Belgrade, Falkensteiner, Hotel Moxy, Nobel Palace, Putnik Inn Belgrade, Belgrade City Hotel, the hotels Fontana Vrnjačka banja and Vrbak Novi Pazar, Novi Sad Hotel Pupin as well as our receptive travel agencies Balkan Holidays, Globe Metropolitan Tours, Omniturs were present.

What is still our weak point in tourism?

- Projects that have amusement parks as part of them have great potential, and they are most often family-oriented and located in vacation destinations, outside the city center. The Port Management Agency can boast of great projects that revitalize many places along the Danube with new marinas, wharves and harbors intended for both large cruise ships and smaller private river vessels. All those locations where piers and marinas are planned, require a quality offer of hotel and private accommodation, as well as additional cultural and historical, but also entertainment offer. These locations offer a new nautical type of tourism, but also start a large number of local families who start offering their local delicacies, souvenirs, register private accommodation and become true promoters of the destination itself.

New technologies and artificial intelligence are changing tourism, hotels without staff are appearing, various applications are offered that organize the personalized stay of the guest at the destination. To what extent does Serbian tourism follow these changes?

- In almost all segments of tourism, AI has been implemented in the last couple of years and it helps a lot in the business process itself, from flight and accommodation reservations to the provision of personalized services. Features such as smart personalization, automation, voice and face recognition, and virtual reality will soon become more and more common. In all hotels over 3*, and especially those owned by international chains, AI has been represented for a few years, and employees have been educated to make the most of data and services.

Airlines have also fully adapted their social networks, websites and booking systems to use artificial intelligence.

Examples from around the world are the "bartender robot", fully digitized bars without employees, while ours is characterized by an intimate and homely attitude of employees towards guests. Different destinations and cultures require a different approach, but also a different pace of development. Countries like Japan, China, and Korea have a completely different approach and communication with clients than Europe or America.

Do you expect 2024 to break any records in Serbian tourism?

- Certainly. Especially because as a country we are preparing and promoting ourselves as hosts of the specialized exhibition "EXPO BELGRADE 2027" with the theme "Play for Humanity – Sport and Music for All". This will be the largest event organized in Belgrade, in the period from May 15 to August 15, 2027, and it is estimated that more than 2.6 million people will visit the exhibition, which will have a positive impact on the tourism industry. Increased tourist arrivals will generate income from accommodation, food, transport and other tourist services. It is expected that the years before the exhibition itself, but also after it, position Serbia as a completely new and extremely attractive tourist destination.