Published on
August 20, 2025
Ukraine’s conflict has slowed global tourism growth, yet Serbian travelers remain undeterred, taking the familiar route through North Macedonia to reach Greece, which once again stands as their most favored holiday destination in 2022. Despite economic uncertainty and travel disruptions across Europe, Greece continues to capture the loyalty of Serbian holidaymakers, underscoring its role as the region’s most reliable and attractive getaway.
Greece Remains the Leading Holiday Destination for Serbian Travelers Amid Tourism Fair in Belgrade
Greece continues to dominate as the number one holiday destination for Serbian travelers, maintaining its popularity even in the face of broader global challenges that have slowed down international bookings. The ongoing repercussions of the war in Ukraine and the recent economic and travel disruptions across Europe created an environment of temporary stagnation for outbound tourism. Yet, for Serbian holidaymakers, Greece remains their most trusted and beloved destination, offering a blend of cultural heritage, natural beauty, and close proximity.
This enduring preference was strongly reflected in the presence of the Greek National Tourism Organisation (GNTO) at the 43rd International Fair of Tourism (IFT) 2022 in Belgrade, widely recognized as the most influential travel and tourism exhibition in the Western Balkans. The event once again reaffirmed the close travel ties between Serbia and Greece, a relationship that has deepened over decades and continues to thrive despite external challenges.
A Strong Return for the IFT Belgrade Fair
The IFT Belgrade tourism fair, titled “Between Mountains and Seas” in 2022, marked a significant comeback after its cancellation the previous year due to the COVID-19 pandemic. Held from March 24 to 27, the exhibition drew exhibitors and visitors from across Europe, highlighting the resilience of the regional tourism sector.
For Greece, participation in the fair was not just symbolic but strategic. Tourism is one of the pillars of the Greek economy, and Serbia represents a vital market within Southeast Europe. With road networks, direct flights, and cultural familiarity making travel convenient, Serbians have long chosen Greek islands and mainland resorts as their summer getaway destinations.
Greece’s Impressive Pavilion
At the heart of Greece’s representation at IFT 2022 was a 210-square-meter pavilion, designed to showcase the diverse tourism offerings of the country. The pavilion brought together multiple regions and organizations, each highlighting unique aspects of Greek travel.
The regions of Eastern Macedonia–Thrace, Epirus, Western Greece, the Ionian Islands, and Crete presented their attractions, ranging from sun-drenched beaches to mountain landscapes and cultural sites. The Municipality of Volos, known for its coastal beauty and proximity to the mythical Mount Pelion, and the Halkidiki Tourism Organisation, representing one of the most popular holiday regions for Serbian visitors, also participated.
Private sector partners further added to the presentation, demonstrating the strong collaboration between local governments, organizations, and businesses in promoting Greece as a destination.
Strong Interest from Serbian Travel Industry and Media
The Greek pavilion quickly became one of the most visited stands at the fair. Serbian tour operators, travel agencies, and tourism professionals engaged directly with Greek representatives to strengthen partnerships and expand their offerings for the upcoming summer season.
In addition to industry professionals, members of the Serbian press were particularly eager to learn about Greece’s updated travel entry requirements and the gradual easing of COVID-19 health measures. With travelers in the region closely monitoring restrictions and safety regulations, these updates provided reassurance and encouraged forward bookings.
The enthusiasm around the Greek stand underscored the country’s ability to retain its place as the top destination for Serbian tourists, even during times of uncertainty.
Commemorating the Greek Revolution
Beyond tourism promotion, Greece also used the fair as an opportunity to highlight cultural diplomacy. On March 25, a special event was organized at the pavilion to commemorate the anniversary of the Greek Revolution of 1821, a historic moment marking Greece’s independence.
The event was attended by high-profile figures, including the Greek Ambassador to Serbia, Georgios Diakofotakis, leading Serbian tourism professionals, media representatives, and business executives. This cultural commemoration not only emphasized Greece’s historical identity but also strengthened the bonds of friendship and mutual respect between the two nations.
Serbia–Greece Tourism Ties: A Lasting Connection
Serbia and Greece share more than just a geographical closeness; their relationship in tourism is deeply rooted in cultural, religious, and historical connections. Many Serbian families have made Greek destinations such as Halkidiki, Corfu, Crete, Rhodes, Lefkada, and Thassos an annual tradition. The ease of access—whether by car through North Macedonia or by direct flights from Belgrade and other Serbian cities—makes Greece a convenient option for both short holidays and extended summer stays.
Over the past decade, Greece has consistently ranked as the most visited foreign destination for Serbians. Even during the pandemic years, when travel was restricted, Serbia was among the first countries whose tourists returned to Greece once borders reopened. This loyalty reflects the trust Serbian travelers place in Greek hospitality, infrastructure, and overall experience.
Looking Ahead: Tourism Outlook
The participation of GNTO at the IFT Belgrade 2022 fair highlighted the importance of the Serbian market for Greece’s broader tourism strategy. As Europe continues to recover from both the pandemic and the economic consequences of the war in Ukraine, Greece is positioning itself not only as a traditional summer destination but also as a year-round choice for wellness, gastronomy, cultural heritage, and alternative tourism experiences.
For Serbian travelers, the attraction of Greece is likely to remain strong in the years ahead. The combination of affordable travel packages, familiar culture, and rich natural beauty makes it difficult for other destinations to compete. Meanwhile, Greece’s active role in tourism fairs and cultural events demonstrates its commitment to maintaining and strengthening these ties.
Ukraine’s conflict has shaken global tourism, yet Serbs continue to journey through North Macedonia to Greece, which remains their most popular destination in 2022.
The 43rd International Fair of Tourism in Belgrade reaffirmed what has long been known—Greece is the number one holiday destination for Serbian travelers. With its diverse offerings, strong cultural connections, and strategic engagement through tourism fairs, Greece continues to capture the hearts of Serbian tourists year after year.
