Serbia is positioning itself as a tranquil, underexplored alternative for UK travellers as popular European holiday hotspots like Spain grapple with overtourism and anti-tourism protests
While Spain battles with overtourism and anti-tourist sentiment, Serbia is emerging as a peaceful and less trodden path for UK holidaymakers.
Nestled in the Balkans, Serbia is drawing in tourists with its commitment to sustainable tourism that respects the environment and local communities.
Steering clear of the crowded scenes found in places like Dubrovnik, Croatia, Serbia has teamed up with the Global Sustainable Tourism Council to create a tourism model that values cultural sensitivity and aims to reduce the effects of mass tourism.
George Colvin-Slee, a Serbia specialist adviser at Cox and Kings, notes a significant shift in the country’s tourism approach.
While Belgrade continues to be an energetic city break destination, Serbia is now showcasing its mountain retreats, rural experiences, and wellness resorts to attract a wider range of visitors. “It’s an undiscovered place for a lot of people,” George remarked.
“We send more people to Albania and Bosnia, but Serbia has some truly impressive spots.”
These include its mountains, popular with skiers during winter and hikers in summer, and ecotourism projects in the hills that are perfect for birdwatchers and nature enthusiasts. Moreover, Serbia’s thermal springs have led to the development of spa and wellness resorts, offering tourists tranquil, nature-focused getaways, reports the Express.
The strategy seems to be working well.
Serbia’s international tourism numbers soared by 20 per cent in 2023, providing a significant boost to local businesses and employment. Novi Sad, the nation’s second city, is earning rave reviews for its delightful mix of Hapsburg legacy and captivating architecture.
“You’ll find chocolate-box buildings reminiscent of Prague and Budapest, but without the crowds,” remarked George.
In the capital, Belgrade, the most significant landmark is the Beogradska Tvrđava — a fortress which sits on a cliff, overlooking the river and parks below. The fortress was established in 2002 with the aim of “improving and protecting the complex of the Belgrade Fortress and Kalemegdan Park, which extends over 60 hectares and includes buildings, archaeological sites and cultural and historical monuments of invaluable national importance,” the official website for the fortress states. It is free to visit and often runs events.
In the centre of the city is Republic Square, which is a bustling area and public transport hub. Located at one edge of the square, is the National Museum of Serbia, which is home to a vast collection of European art and historical objects. Admission costs just £2.12.
Off the square, there are also several bars, restaurants and theatres to explore. There is also even a church in the city which is lit by chandeliers made of weapons.
Away from the capital, Serbia is also home to some wonderful natural locations including Krupaj Spring — a spring with a lake that is home to myths and legends, as well as hypnotic blue water and vibrant plants. With destinations like this, Serbia has some beautiful hiking trails with spectacular panoramic views.
