Marija Labović: Serbia to reinforce its visibility at FITUR 2026 in preparation for EXPO Belgrade 2027
The chief executive officer of the National Tourism Organisation of Serbia highlights the importance of tourism in the economy of this country and the relevance that its participation in FITUR will have in promoting Serbia as the next great destination in Europe.
How is Serbia's tourism industry performing and how many visitors does your country receive each year?
Tourism is one of Serbia's fastest growing strategic sectors; it plays a vital role in economic development and international positioning. It contributes significantly to GDP and supports thousands of jobs in hospitality, transport and local services. In 2024, Serbia welcomed more than 2 million international visitors and recorded more than 6 million overnight stays, representing a steady growth in foreign arrivals. This upward trend reflects Serbia's growing appeal as a destination for cultural heritage, nature-based experiences and emerging niche tourism segments. The industry is not only a driver of employment, but also a catalyst for regional development and investment in infrastructure.
What is the main goal of your participation in FITUR 2026?
FITUR 2026 is a key opportunity for Serbia to strengthen its global visibility in the run-up to EXPO Belgrade 2027. Our participation will be focused on promoting Serbia as Europe's next great destination and showcasing the country's readiness to host one of the most important international events.
What will you be highlighting at the trade fair?
We will highlight Belgrade, the future host city of EXPO 2027; our cultural heritage and UNESCO sites; national parks and nature-based experiences; authentic gastronomy and wine routes; and innovative tourism projects aligned with the EXPO themes.
Our stand will be designed to reflect the brand identity of EXPO Belgrade 2027. Activities will include interactive EXPO presentations, networking sessions with Serbian tourism stakeholders and immersive experiences showcasing Serbia's cultural and natural diversity.
Are there any other topics you would like to comment on?
We will be emphasising Serbia's role as a future host of the EXPO and its commitment to innovation, sustainability and global connectivity through tourism. FITUR will serve as a platform to invite partners and visitors to experience Serbia during EXPO 2027 and beyond.
Photo credits: Aleksandar Matić