The 2024 EXIT festival made a significant economic impact on Novi Sad and Serbia, contributing €23.7 million, which brings the total economic effect since its inception to over €270 million. This data comes from research conducted by the “TIM Center” in Novi Sad, carried out annually during the festival to analyze audience demographics, economic outcomes and tourism contributions.
The festival’s international promotion of Novi Sad and Serbia is as vital as its substantial financial contribution. For over two decades, EXIT has showcased the hospitality, unique setting and rich cultural offerings of the region, drawing attention from visitors, performers, and global media alike. This year, EXIT attracted over 210,000 attendees from 120 countries, with 34.7% being first-time visitors. Notably, 67% of attendees were from abroad, with many coming specifically for the festival.
Visitors spent an average of €592 during the festival, an increase of €25 from the previous year. Western European tourists averaged €832, while Eastern Europeans spent about €688—up €64 from last year. Those traveling from outside Europe had the highest expenditure, averaging €981, which is €88 more than the previous year.
The average age of attendees was 25.3 years, consistent with the previous year. A highly educated demographic comprised 72% of the audience, with 54% being employed and 38% students. Popular stages included Tesla Universe, mts Dance Arena, Visa Fusion, No Sleep, and Gang Beats.
This year also highlighted mental health awareness through initiatives like the Heart Center and the “Live Live” campaign. Conversations at the festival centered on mental health and digital addiction, with 87% of respondents indicating that EXIT positively affects their mental health. The research revealed that attendees use their phones for an average of 4.6 hours daily, emphasizing the need for greater awareness of digital addiction.
The research conducted by the “TIM Center” surveyed 1,354 attendees who purchased tickets, excluding festival staff, providing valuable insights into the festival’s impact and visitor experience.
