Published on
January 10, 2026
Serbia has experienced a notable influx of foreign visitors in 2025, with 2.16 million tourists arriving between January and November, according to data from the National Statistical Office (RZS). While the number of foreign tourists decreased slightly by 1.8% compared to the previous year, the country continues to draw significant international attention. Turkey, in particular, stands out as the largest source of foreign visitors to Serbia, with 227,928 tourists from Turkey making their way to the country in 2025.
Other major tourist groups came from China (175,385), Russia (161,437), Bosnia and Herzegovina (143,240), and Germany (126,653). These figures highlight Serbia’s growing appeal, especially in the context of rising tourism across Eastern Europe. With such a diverse range of visitors, Serbia is positioning itself as a popular destination for both regional and international travel.
Top Source Markets: Turkey, China, and Russia Lead the Way
The largest number of foreign visitors to Serbia in 2025 came from Turkey, underscoring the strong cultural and historical ties between the two countries. Serbia has become a popular destination for Turkish tourists, drawn by its vibrant culture, rich history, and proximity to Turkey. The ease of travel, both by road and air, also makes Serbia an attractive destination for Turkish nationals looking for a nearby getaway.
China followed as the second-largest source of foreign tourists, with 175,385 visitors in 2025. This reflects China’s growing interest in European destinations, with many Chinese tourists seeking unique cultural experiences, beautiful landscapes, and affordable travel options. Serbia’s historical landmarks, such as Belgrade Fortress and the Church of Saint Sava, as well as its natural beauty, including Tara National Park and Djerdap National Park, are among the key attractions for Chinese tourists.
Russia ranks third among foreign visitors to Serbia, with 161,437 tourists arriving in 2025. Serbia has become an increasingly popular destination for Russian tourists, offering a range of activities from cultural exploration to nature-based tourism. The warm reception of Russian nationals in Serbia and the country’s relatively affordable prices have contributed to the steady flow of visitors from Russia.
Tourism from the Balkans and Beyond
In addition to these large markets, Serbia also welcomed significant numbers of tourists from Bosnia and Herzegovina and Germany, with 143,240 and 126,653 visitors respectively. The ease of travel between Serbia and neighboring Bosnia, with shared historical and cultural ties, makes it a popular destination for visitors from Bosnia and Herzegovina. Tourists from Germany are typically drawn to Serbia for its cultural richness, historical sites, and growing reputation as a hidden gem in Eastern Europe.
The overall tourism flow from the Balkans continues to be strong, reflecting Serbia’s proximity to countries like Croatia, Montenegro, and North Macedonia, all of which contribute to regional tourism. This dynamic mix of visitors from different regions showcases Serbia’s broad appeal as a diverse and culturally rich destination.
Challenges and Opportunities in the Tourism Sector
While the overall number of foreign tourists in Serbia decreased slightly by 1.8% in 2025 compared to the previous year, the country’s tourism industry remains strong and shows growth potential. The decrease could be attributed to various factors, including global economic challenges, shifting travel patterns, and competition from other European destinations. However, Serbia continues to offer unique attractions that appeal to a wide range of tourists, from history buffs and nature lovers to those seeking modern city experiences.
Serbia’s rich history, with influences from the Ottoman Empire, Austro-Hungarian Empire, and Byzantine Empire, is a major draw for tourists. Belgrade, the country’s capital, offers a mix of vibrant nightlife, historical sites, and cultural events, making it a popular destination for both young travelers and those interested in exploring the country’s past. Novi Sad, home to the famous Exit Festival, also attracts large crowds, particularly during the summer months.
The ongoing development of Serbia’s tourism infrastructure—from transportation networks to improved hospitality services—is likely to enhance the visitor experience and attract more tourists in the years to come. Serbia’s position in the heart of the Balkans, combined with its cultural richness and natural beauty, makes it an ideal destination for travelers seeking an authentic European experience without the crowds of more popular destinations.
Looking to the Future: Growing Potential for Tourism
Looking ahead, Serbia is well-positioned to continue attracting tourists in 2026 and beyond. With an increasing number of travelers from Eastern Europe, China, and the Middle East, Serbia is becoming a prominent player in the regional and global tourism market. The development of eco-tourism, cultural tourism, and gastronomic tourism will provide more niche opportunities for visitors.
For tourists planning their 2026 holidays, Serbia offers a rich mix of cultural, historical, and natural attractions. Whether it’s wine-tasting tours, visiting the ancient Roman ruins of Sirmium, or experiencing the vibrant Belgrade nightlife, Serbia is a destination that continues to surprise and captivate.
Conclusion: Serbia’s Growing Tourism Appeal
In 2025, Serbia attracted over 2.16 million foreign tourists, demonstrating the country’s growing status as a top destination in Eastern Europe. While visitor numbers from certain regions saw slight declines, the country’s diverse range of attractions, coupled with strong ties to neighboring countries and emerging markets like China and Russia, makes Serbia a key player in the tourism sector. As Serbia continues to develop its tourism infrastructure and offer unique travel experiences, it is poised for even greater growth in the years to come.
