Chinese tourists are a prominent presence in Serbia’s travel landscape. Serbia stands out as one of the first countries that Chinese tourists have begun to revisit after the COVID-19 pandemic. The Chinese market is Serbian tourism’s top priority, with the goal of making Chinese tourists the most numerous international visitors within the next year or two.
A number of factors contributes to Serbia’s growing popularity as a destination for Chinese travelers. Serbia boasts direct flights to China and does not require visas for Chinese visitors. Additionally, the country offers a range of attractions that appeal to Chinese tourists. Older visitors are often attracted to the nostalgia of Yugoslavia and stories about Tito, while younger tourists are more interested in activities such as skiing, kayaking, and experiencing Serbian customs and weddings.
Chinese tourists most commonly visit Belgrade as part of a larger Balkan tour. Their sightseeing always includes the House of Flowers, the Chinese Cultural Center, Kalemegdan, and the Saint Sava Temple. A positive trend emerging in recent times is that they are extending their travel plans beyond the capital city, exploring more of what Serbia has to offer.
Uroš Kandić, the State Secretary at the Ministry of Tourism and Youth, highlights that Chinese tourists have a penchant for shopping, and their expenditure beyond accommodation surpasses that of other foreign tourists. One aspect they have noted as lacking in Serbia is traditional Chinese restaurants, suggesting an opportunity for local restaurateurs to cater to this demand.
The number of Chinese travelers exploring the world is increasing steadily, driven by their ability to afford long-distance trips and a growing awareness of the benefits of travel. Prior to 2010, only a handful of licensed travel agencies offered group tours to a limited selection of destinations. However, the landscape has shifted dramatically since then, with Chinese travelers now actively seeking out new places to visit. While group travel remains popular due to its cost-effectiveness, ease, and ability to overcome language barriers, there has been a noticeable rise in individual travel among Chinese tourists.
When it comes to Chinese tourists in Serbia, year 2023 saw a 230% increase compared to 2022. China is, by all indications, the fastest-growing market from which foreign guests visit Serbia. In just the first 11 months of 2023, Serbia was visited by 85,000 Chinese tourists who accounted for 260,000 overnight stays. These results have surpassed even those achieved in the record-breaking year of 2019 when guests from China were the most numerous in the Balkan country.
Serbia was one of only three countries that Chinese President Xi Jinping visited during his first trip to Europe in the last five years. His European tour included just three capitals—Paris, Belgrade, and Budapest. President Xi commenced his five-day tour with a visit to France on May 5th, 2024, followed by Serbia on May 7th, before concluding in Hungary. (source: Politika)
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