“Air Serbia” has obtained permits from Chinese aviation authorities, granting permission for flights between Belgrade and Shanghai twice weekly, and between Belgrade and Guangzhou three times weekly, with a validity period of three years. Goran Vesić, Minister of Construction, Transport, and Infrastructure, announced that direct flights to Shanghai and Guangzhou will commence after the introduction of new wide-body aircraft into the airline’s fleet.
These new flight routes signify an opportunity for Serbia to become a pivotal hub in the region for Chinese tourists visiting Europe. Uroš Kandić, State Secretary in the Ministry of Tourism and Youth, notes that Serbia has surpassed pre-pandemic tourism records this year, with China being the fastest-growing market. The existing direct flights from Belgrade to Beijing and Tianjin have played a significant role in the resurgence of Chinese visitors to Serbia, with an increase of over 80 percent in the first three months compared to last year. The addition of new flight routes opens avenues for enhanced promotion of Serbia on Chinese platforms, particularly targeting Shanghai and Guangzhou, while also spotlighting inland destinations. Last year, Belgrade and Zlatibor accounted for approximately 70 percent of all visits by Chinese tourists to Serbia.
The Tourist Organization of Serbia (TOS) welcomes the introduction of these new flight routes, emphasizing Serbia’s visa-free status for Chinese citizens and the strong bilateral relations between the two countries. Marija Labović, director of TOS, highlights the ongoing promotional efforts targeting the Chinese market, which include participation in events like the Chinese Tourist Exchange in Shanghai. TOS is also scheduled to hold promotional events for Chinese tour operators and media, followed by meetings with representatives from Guangzhou airport.
Serbia’s targeted promotional campaigns in China over the years have yielded positive results. Labović notes a shift in the travel patterns of Chinese tourists, with an increasing number opting for individual travel arrangements rather than group tours. The visa-free regime further facilitates spontaneous travel plans for Chinese visitors, making Serbia an attractive destination. While the Chinese market is strategically important, Labović emphasizes the significance of diversifying tourism sources and acknowledges the importance of other key markets like Turkey and Germany.
Overall, Serbia has seen a 10 percent increase in overnight stays in the first three months compared to the same period last year, according to data from TOS, indicating positive momentum in the tourism sector.
