Serbia Tourism Faces Setback as Foreign Visitor Numbers Fall in October 2025, Here’s What You Need to Know

Published on November 28, 2025

In the Foreign Tourist Arrivals Report for October 2025, Serbia noted for the first time a drop of 9.4% in foreign tourist arrivals compared to the previous year. Also for the first time, the number of foreign tourists who stayed overnight in Serbia for the month of October was 204,278, and the number of overnight stays of 515,328 represented a drop of 6.7% compared to the previous year. It was a decrease of overnight stays by foreign tourists and a significant shift in Serbia’s tourism sector. Ministry of Trade, Tourism and Telecommunications of Serbia noted Serbia has still remained one of the most appealed tourism destinations of other countries. It has been and shall continue efforts to improve tourism industry.

Key Source Markets for Serbian Tourism in October 2025

While overall tourist numbers fell, there were still strong performances from specific countries. Among foreign visitors, China contributed the highest number of arrivals with 20,566 tourists. Following closely were Turkey with 17,531 visitors, Bosnia and Herzegovina with 16,415, Russia with 15,403, and North Macedonia with 12,625 visitors. These countries represent key markets for Serbia’s tourism sector, and fluctuations in their travel behavior can have a considerable impact on Serbia’s overall tourism performance.

The decline in foreign visitors in October suggests that while some source markets are performing well, there may be challenges related to global economic conditions, travel restrictions, and changing travel preferences that are affecting tourist flows into Serbia. Efforts to bolster tourism from these markets will be critical in reversing the recent downturn.

Year-to-Date Decline in Foreign Tourism

For the period from January to October 2025, Serbia welcomed a total of 2,005,048 foreign tourists, a 1.2% decrease compared to the same period in 2024. The number of overnight stays during this period also saw a slight decrease, falling by just 0.1% to 5,150,059. While the decrease in foreign arrivals and overnight stays is relatively modest, it is a significant contrast to the growth seen in 2024 when foreign tourism increased by 12%, with overnight stays growing by 9.2%.

The drop in foreign tourist visits in 2025 could be attributed to a combination of factors, including geopolitical challenges, economic uncertainties, and reduced international travel following the pandemic. Additionally, the rise of alternative travel destinations in Europe and beyond could also be contributing to the decline in Serbia’s tourism numbers.

Domestic Tourism and Overall Visitor Trends

In terms of total tourism activity in Serbia, the domestic market also faced a slight decline in October 2025. The total number of visitors staying in accommodation facilities dropped by 5.1% y/y to 382,861 in October, and their overnight stays fell by 5.6% to 998,024. The drop in domestic tourism points to broader trends affecting the hospitality sector, with fewer people opting for travel and tourism experiences due to financial constraints or changing preferences.

For the first ten months of 2025, Serbia welcomed 3,709,153 tourists in total, a decline of 1.9% from the previous year. These visitors spent a total of 10,587,942 overnight stays, which is a 3% decrease compared to the same period in 2024. This decline reflects a more cautious approach to travel, with fewer tourists opting for longer stays, possibly due to financial concerns or competing destinations.

Serbia’s Tourism Outlook: Challenges and Opportunities

Despite the challenges faced in 2025, Serbia continues to present a wealth of opportunities for future growth in its tourism sector. The country’s rich history, cultural heritage, and diverse landscapes offer a unique blend of attractions for international visitors. Major cities such as Belgrade and Novi Sad, with their vibrant cultural scenes, festivals, and historical sites, remain key draws for tourists. Additionally, Serbia’s natural attractions, such as its national parks, mountains, and rivers, provide ample opportunities for adventure and eco-tourism.

Efforts to diversify Serbia’s tourism offerings, including promoting wellness, eco-tourism, and cultural tourism, are likely to pay off in the long term. The government and tourism officials are expected to continue investing in infrastructure, marketing campaigns, and partnerships with international tour operators to revitalize the country’s appeal as a top European destination.

The Impact of Regional and Global Trends on Serbian Tourism

While the decrease in foreign tourist visits to Serbia is concerning, it’s important to note that broader regional and global trends are influencing tourism in many countries. The ongoing effects of the pandemic, changes in travel habits, and economic pressures have all contributed to fluctuations in tourism numbers across Europe. Additionally, the geopolitical instability in various regions has led to reduced travel to some countries, with travelers opting for destinations perceived as safer or more stable.

For Serbia, the impact of these regional and global trends means that it must remain agile in its approach to tourism promotion. Adapting to changing visitor preferences, enhancing the quality of the tourism experience, and offering unique and authentic travel options will be essential in attracting more international tourists and recovering from the current downturn.

Looking Ahead: Serbia’s Potential to Recover

Prospects pertaining to the tourism sector in Serbia are looking gaining emphatically positive traction. Serbia’s rich historical background and culture, combined with the emerging status as a destination for adventure tourism, eco-tourism, and city breaks, position Serbia as a destination with long term competitiveness in the tourism sector. Despite of exit of tourists to Serbia for visit, the balance for tourism is on the positive overall.

Serbia can outreached itself in the competitive tourism markets. Renewed disposition of foreign tourists to Serbia can be materialized by the international marketing, improvise on tourists infrastructure, and by creation of active cultural and recreational offerings.