Serbia courts Chinese travellers at ITB China 2025
ITB China News caught up with Marija Labović, Acting Director National Tourism Organisation of Serbia, to discuss how Serbia is adapting is tourism offer to the Chinese market.
In your experience, what are the priorities of Chinese travellers today? How is Serbia adapting its offer accordingly?
Chinese travellers prioritise immersive cultural experiences, high-quality service, safety, and access to information in their native language. They are particularly interested in historical heritage, natural landscapes, local cuisine, shopping and leisure. Serbia is adapting its tourism offerings by developing Chinese promotional materials, improved signage in key tourist areas, and better cooperation with Chinese tour operators. Serbia is also emphasising its visa-free policy for Chinese citizens and direct flights between major Chinese cities and Belgrade, enhancing convenience for travellers.
“Play for Humanity” is the central theme for Belgrade Expo 2027. Could you tell us more about this theme and the opportunities this event will create in Serbia?
The “Play for Humanity” theme harnesses the power of play—whether through sports, dance, games, music, or creative interactions—with the goal of fostering collaboration and enhancing global cooperation. Expo 2027 is a tremendous opportunity for Serbia’s development, in tourism and other sectors. From May to August 2027, more than four million visitors are expected. Expo 2027 will provide Serbia with a unique platform to showcase its natural beauty, rich cultural and historical heritage, exceptional gastronomy, and renowned hospitality to the world.
What are your goals at ITB China this year?
ITB China is a valuable opportunity to strengthen Serbia’s presence, build partnerships, foster new collaborative opportunities, and better understand the evolving preferences of Chinese travellers. Participating in ITB China allows us to position Serbia as a year-round destination that offers safety, hospitality, and memorable experiences, fully aligned with the interests of today’s Chinese travellers.
