Serbia promotes its unique European experiences
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Serbia is capturing the imagination of regular travellers who are seeking new and unique experiences.
Gastronomic, cultural, adventure and medical tourism are all top draw cards for this up-and-coming European destination, according to Marija Labovic, director of the National Tourism Organisation of Serbia, who spoke to Travel Daily at last week’s World Travel Market in London.
“It’s a destination for travellers who are looking for something new,” she said.
“We offer diversity, culture, adventure and importantly, value for money, particularly as we are not part of the EU.”
Serbia has become one of the fastest growing tourism destinations in Europe and in the first nine months of 2016 alone, visitor arrivals from the UK market grew 11% year on year, Labovic revealed.
Other European and long-haul markets are growing at a similar rate and inbound tourist bed nights have recorded double-digit growth for the fourth consecutive year.
The Serbian capital Belgrade remains the most popular destination, with many projects underway designed to enhance what the city has to offer, from new hotels operated by international brands like Hilton, Starwood and Radisson Blu, to the new 3.5 billion Euros ‘The Belgrade Waterfront’ project, which will feature the 20-storey Belgrade Tower, five-star hotels, recreational spaces, cultural events and a new promenade with cafes, restaurants and bars.
Serbia has also ploughed 40 million Euros into the refurbishment of Belgrade’s Nikola Tesla Airport.
However, the tourism board is keen to promote what the rest of Serbia has to offer, with a focus on the country’s second largest city, Novi Sad, which will become the European Capital of Culture in 2021. This will mark the first time a city outside of the EU has been awarded this accolade.
It is expected to bring long-term cultural, economic and social benefits to the city and wider Serbia.
“Novi Sad’s winning bid for the European Capital of Culture will not only provide the springboard to capitalise on the many opportunities for visitors to explore Novi Sad, but to motivate them to travel further afield and discover the rest of Serbia,” confirmed Labovic.
“The focus of our campaigns over the next three years will be to increase tourist awareness of the diversity of Serbia and the experiences it can offer.”
Serbia is a hotbed of unique tourism experiences.
Wellness, medical and spa retreats are proving popular, with the destination offering many five-star resorts offering these services said Labovic.
“We are also known for our gastronomy,” she continued. “Belgrade alone has more than 1,800 restaurants and nearly all of our food is organic.”
In terms of adventure pursuits, Labovic highlighted the 680km cycle route alongside The Danube River.
“It takes you across Serbia, so it enables you to experience the entire country,” she added.
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