Tuesday, May 27, 2025
The National Tourism Organisation of Serbia (NTOS) is making significant strides in expanding its presence within the burgeoning Chinese tourism market by actively participating in ITB China 2025, held from May 27 to 29, 2025, in Shanghai. ITB China is among the largest and most influential B2B tourism trade fairs in Asia, providing an invaluable platform for destinations worldwide to promote their tourism assets and foster partnerships in the world’s fastest-growing outbound travel market.
Serbia’s participation is part of a focused promotional campaign to elevate the country’s visibility in China and attract more Chinese visitors, a key component of Serbia’s broader tourism development strategy as outlined by the Serbian Ministry of Trade, Tourism and Telecommunications and supported by the Government of Serbia’s National Tourism Strategy 2023-2030.
Serbia’s Showcase at the European Pavilion: Cultural Richness and Authentic Experiences
At ITB China 2025, Serbia is prominently positioned at the European pavilion, highlighting its wealth of cultural heritage, stunning natural landscapes, and authentic travel experiences that appeal to Chinese tourists seeking diverse and meaningful destinations.
Serbia’s tourism offerings include vibrant historical sites such as the medieval fortress of Belgrade, the monasteries of Studenica and Sopoćani (UNESCO World Heritage sites), and the scenic beauty of Tara National Park and the Danube River basin. These attractions reflect Serbia’s rich tapestry of history, tradition, and nature—elements that resonate strongly with Chinese travelers who increasingly value cultural immersion and sustainable tourism.
The Serbian Tourism Organization’s official portal emphasizes these unique attributes, presenting Serbia as an accessible gateway to the Balkans, combining modern hospitality with a warm welcome and compelling narratives.
New Direct Flights Boost Serbia-China Connectivity
A pivotal highlight of Serbia’s campaign at ITB China 2025 is the participation of the national carrier, Air Serbia. In a strategic expansion of connectivity, Air Serbia launched direct flights between Belgrade and Shanghai twice a week starting January 2025, complementing existing routes to Beijing and Guangzhou.
This enhanced air connectivity facilitates easier and faster access for Chinese travelers, a critical factor in destination choice. It also strengthens trade and cultural exchanges, promoting bilateral relations between Serbia and China. The airline’s presence at ITB China underscores the importance of seamless transportation links in stimulating inbound tourism.
Engagement at C-Talk Conference: Strategic Dialogue with Chinese Tour Operators
On the first day of ITB China 2025, NTOS Director Marija Labović participated in the prestigious C-Talk conference, a high-level closed-door forum convening CEOs of leading Chinese tour operators and directors from selected national tourism organizations.
This forum serves as a critical platform for direct dialogue, enabling Serbia’s tourism leadership to present its offerings, explore partnership opportunities, and deepen understanding of Chinese travel market trends and preferences.
Director Labović emphasized Serbia’s commitment to building sustainable and mutually beneficial tourism cooperation with China, stating:
“Our participation in C-Talk highlights Serbia’s dedication to developing a strategic tourism partnership with China, focusing on cultural exchange, market diversification, and sustainable growth.”
Press Conference and Bilateral Meetings: Outlining Serbia’s Comprehensive China Strategy
During the event, NTOS hosted a dedicated press conference to present Serbia’s comprehensive strategy aimed at promoting tourism in the Chinese market. The strategy aligns with Serbia’s national tourism goals to diversify source markets, enhance visitor experience, and capitalize on China’s growing outbound tourism potential.
Marija Labović and her delegation engaged in a series of bilateral meetings with representatives from Chinese tourism institutions, travel agencies, and industry stakeholders. These discussions centered on practical cooperation mechanisms such as joint marketing campaigns, tour operator partnerships, visa facilitation, and cultural exchange programs.
The collaboration is supported by the Serbian Ministry of Foreign Affairs and the Chinese National Tourism Administration, reflecting high-level diplomatic encouragement for tourism as a catalyst for broader economic and cultural ties.
Business Workshop: Strengthening Serbia-China Tourism Sector Linkages
Furthering the engagement, NTOS organized a special business workshop during their stay in Shanghai, aimed at creating direct connections between tourism professionals from Serbia and China. The workshop serves as a strategic forum to:
- Facilitate knowledge exchange on market trends and consumer behavior.
- Promote Serbia’s tourism products tailored for Chinese tourists.
- Encourage collaboration on digital marketing, travel technology, and sustainable tourism practices.
- Explore opportunities for packaged tours and joint promotional events.
Such initiatives are aligned with Serbia’s commitment to smart tourism development, leveraging digital tools and data-driven insights as encouraged by the Serbian Ministry of Trade, Tourism and Telecommunications’ recent policy frameworks.
Serbia’s Broader Tourism Growth and Chinese Market Potential
China ranks among the world’s largest sources of outbound tourists, with millions traveling internationally annually. Serbia’s focused approach to attracting Chinese visitors reflects global tourism trends identified by the World Tourism Organization (UNWTO) and regional analyses by VisitBritain and European Tourism Association (ETOA).
Serbia’s natural advantages—rich history, accessible visa policies, quality hospitality infrastructure, and expanding air connectivity—position it well to capture a growing share of this lucrative market. Government-backed initiatives aim to enhance Serbia’s appeal through branding, enhanced service standards, and cultural diplomacy.
Summary
- Serbia actively promotes its tourism at ITB China 2025 in Shanghai, highlighting cultural heritage and natural beauty.
- Air Serbia’s new direct flights between Belgrade and Shanghai strengthen connectivity and market accessibility.
- NTOS Director Marija Labović participates in C-Talk, press conferences, and bilateral meetings with Chinese stakeholders.
- A strategic business workshop fosters direct cooperation between Serbian and Chinese tourism sectors.
- These efforts align with Serbia’s National Tourism Strategy and government initiatives promoting sustainable, diversified inbound tourism.
- China remains a key growth market for Serbia’s tourism development, supported by diplomatic and industry partnerships.
Source: LinkedIn
