Published on
February 1, 2026
Serbia’s foreign tourism momentum slowed in 2025 as international arrivals fell by one point five percent, reflecting weaker demand from core European source markets, rising travel costs, and cautious spending by long-haul visitors, even as the country avoided a sharper downturn by maintaining a stable year-end performance supported by domestic travel, city breaks, and a modest recovery in the final months.
Serbia’s tourism performance in 2025 reflected a year of adjustment rather than growth, with official data pointing to a mild contraction in visitor numbers and overnight stays, even as the country maintained strong connections with key international markets and saw encouraging signs toward the end of the year. The figures suggest that while Serbia remained an attractive destination in Southeast Europe, shifting travel patterns, economic pressures, and changing regional dynamics influenced overall demand.
Throughout 2025, Serbia welcomed 2,348,495 international visitors, representing a 1.5 percent decrease compared with the previous year. This decline, while relatively modest, marked a pause after earlier periods of stronger recovery in travel flows. Overnight stays by foreign travellers also edged down slightly, falling 0.4 percent to 6,072,905 nights. The close alignment between the drop in arrivals and overnight stays indicates that the length of stay among international guests remained broadly stable, even as fewer travellers crossed the country’s borders.
International demand continued to be shaped by a small group of dominant source markets. Visitors from Turkey formed the largest segment of foreign arrivals, underlining Serbia’s strong air connectivity, business links, and cultural ties with the country. China ranked next, reflecting the continued importance of long-haul markets and Serbia’s positioning as a gateway to the Balkans for Asian travellers. Russia remained a significant contributor, supported by ongoing travel links and historical connections, while Bosnia and Herzegovina continued to drive regional tourism flows, particularly for short breaks and repeat visits. Together, these markets accounted for a substantial share of international travel to Serbia and helped cushion the overall decline.
When domestic travel is added to the picture, the overall slowdown becomes more visible. In total, 4,346,691 visitors stayed in registered accommodation facilities across the country in 2025, a 1.9 percent decline compared with 2024. These guests generated 12,282,212 overnight stays, which was 3 percent lower year on year. The sharper fall in overnight stays compared with visitor numbers suggests that travellers, both international and domestic, were slightly more cautious with spending time away, possibly opting for shorter stays or fewer trips.
The broader context of European travel in 2025 helps explain this trend. Rising travel costs, inflationary pressures, and lingering uncertainty in parts of the region continued to influence consumer behaviour. Many travellers prioritised value, flexibility, and proximity, which benefited destinations offering short-haul or regional travel but also intensified competition among neighbouring countries. Serbia, positioned at the crossroads of Central and Southeast Europe, felt both the advantages and pressures of this environment.
Advertisement
Advertisement
Despite the softer annual results, the final month of the year brought signs of resilience. In December 2025, Serbia recorded 186,437 foreign visitors, an increase of 1.3 percent compared with December 2024. International overnight stays during the month also rose slightly, up 0.5 percent to 489,602 nights. This year-end improvement suggests that seasonal travel, winter city breaks, and holiday-related trips helped lift demand, partially offsetting earlier weakness.
Domestic travel patterns in December were mixed but showed a degree of stability. The number of residents travelling within Serbia during the month fell 0.6 percent to 146,640, reflecting a slight dip in the volume of local trips. However, domestic overnight stays increased 0.5 percent to 376,378 nights, indicating that those who did travel tended to stay longer. This trend points to a cautious but committed domestic market, where fewer travellers still contributed meaningful economic activity through extended stays.
Accommodation providers across Serbia felt the impact of these shifts. Hotels, guesthouses, and other lodging facilities faced a more competitive environment, particularly outside peak travel periods. Urban centres and established tourist hubs continued to attract steady interest, while smaller destinations and rural areas worked harder to maintain occupancy levels. The data suggests that flexibility in pricing, targeted promotions, and a focus on repeat visitors played an important role in sustaining demand throughout the year.
From a strategic perspective, the 2025 figures highlight the importance of diversification in Serbia’s tourism sector. Reliance on a limited number of international markets can expose destinations to sudden changes in travel behaviour, economic conditions, or geopolitical factors. Expanding outreach to additional European and long-haul markets, while strengthening regional cooperation, could help balance future fluctuations. At the same time, nurturing domestic tourism remains a key stabilising factor, particularly during periods of global uncertainty.
Looking ahead, the modest rebound seen in December offers cautious optimism for the year to come. If international travel conditions improve and consumer confidence strengthens, Serbia could see a gradual return to growth. Investments in connectivity, accommodation quality, and year-round travel experiences will be critical in supporting this recovery. Equally important will be efforts to promote longer stays and higher-value travel, helping to lift overnight numbers even if arrival growth remains moderate.
Serbia’s foreign tourism slowed in 2025 as international arrivals dropped by one point five percent due to softer demand from key European markets and rising travel costs, even though steady domestic travel and a late-year rebound helped the country maintain a stable year-end performance.
In summary, Serbia’s tourism sector in 2025 experienced a slight downturn in both international and overall visitor numbers, accompanied by a reduction in overnight stays. Yet the decline was contained, key source markets remained engaged, and the year ended on a more positive note. These trends suggest a destination in transition, adapting to a changing travel landscape while laying the groundwork for renewed momentum in the years ahead.
