The Tourist Organization of Serbia, in collaboration with the national airline Air Serbia, organized a study trip for representatives of renowned Chinese travel agencies. The visit aims to strengthen cooperation and promote Serbia as an attractive destination in the Chinese market.
Tour of key destinations
A group of tourism professionals from Shanghai and Hangzhou, including representatives from ten leading agencies, visited Serbia from March 17 to March 22. During their stay, they explored some of the country’s most famous tourist sites. That includes Tara, Mokra Gora, Zlatibor, Uvac, Sjenica, Novi Pazar, Fruška Gora, Novi Sad, and Belgrade. This tour provided them with first-hand experience of Serbia’s natural beauty, cultural heritage, and hospitality offerings.
Direct flights facilitate the arrival of Chinese tourists
This visit was organized shortly after Air Serbia launched direct flights between Belgrade and Shanghai, significantly facilitating travel for Chinese tourists. The new air route is expected to increase the number of visitors from the world’s most populous country and further strengthen Serbia’s tourism industry.
For more of the latest tourism news, click here.
Growing interest of Chinese tourists in Serbia
The Director of the Tourist Organization of Serbia, Marija Labović, emphasized the importance of the Chinese market for Serbian tourism. At the same time noting that the number of Chinese visitors and overnight stays has significantly increased in recent years.
In 2024, Chinese tourists ranked third in terms of visits to Serbia, with an impressive 72% increase compared to the previous year. In January 2025, arrivals from China surged by 82% compared to the same month of the previous year.
Tourism exchange at a new level
According to data from the Statistical Office of the Republic of Serbia, 156,644 Chinese tourists visited Serbia in 2024, generating 404,047 overnight stays. The growth trend continued in January 2025, with 10,136 arrivals and 30,668 overnight stays. These figures confirm that Serbia is increasingly positioning itself as a desirable destination for Chinese travelers. All thanks to the visa-free regime, direct flights, and active promotional campaigns.
The study visit of Chinese tour operators represents another step toward strengthening tourism cooperation and increasing the number of visits from China. That is further establishing Serbia as a recognized travel destination in this part of Europe.
Follow us on Facebook and Instagram to stay updated with the latest tourism news.
