Representatives from the eight largest travel agencies in Guangzhou, China, are currently visiting Serbia, following the launch of direct flights by Air Serbia to the Chinese city. The twice-weekly flights, which began on September 30, have opened up new avenues for tourism between the two nations, which enjoy a visa-free travel arrangement.
Despite November typically being a low month for tourism across Europe, Serbia is hosting 3,000 Chinese tourists, with 70 tour groups arriving since the introduction of the Belgrade-Guangzhou route. Most visitors are older tourists interested in the history of Yugoslavia, particularly in the 20th century. However, the focus is now shifting towards attracting younger tourists to explore Serbia and the broader Balkan region. “Serbia’s beautiful nature, rich history, and culture, combined with the convenience of direct flights and visa-free travel, make it an appealing destination for young Chinese travelers,” said Won Jin from the Guangzhou-based GZL travel agency.
Marija Labović, Director of the Tourist Organization of Serbia, highlighted that Chinese tourists are often inspired by visits to locations favored by local celebrities and influencers, seeking to replicate popular photos.
Expanding air connectivity
Air Serbia is expanding its presence in the Chinese market, with plans to start flights to Shanghai in January 2024. “Shanghai is a key destination for us, and we see great potential in growing this route,” said Željko Stojčić from Air Serbia.
Since the beginning of the year, Serbia has welcomed 150,000 tourists, a 71% increase compared to the same period last year. While tourists from Turkey and Russia currently lead the numbers, Chinese tourist arrivals are growing at a faster pace. “It’s just a matter of time before Chinese tourists return to the top, as they did in 2019,” said Uroš Kandić, State Secretary in the Ministry of Youth and Tourism.
Belgrade, Novi Sad and western Serbia are the most popular destinations for Chinese tourists visiting the country.
