Travel Behavior in Serbia

Serbian Travelers Eager for International Adventures

Nearly 76% of Serbian travelers are highly likely to engage in overseas leisure travel in the coming year, signaling potential growth in outbound tourism and a rising demand for travel-related services. In planning their international trips, 40% prioritize cost and affordability, while 36% seek experiences that immerse them in local culture and history. This combination reflects a desire for value-driven journeys that also allow for relaxation. To effectively attract Serbian tourists, travel providers should focus on offering cost-effective options alongside authentic cultural experiences, ensuring a well-rounded travel experience that meets their preferences.

Relaxation and Discovery Dominate Serbian Travel Styles

90% of Serbian travelers express a strong preference for relaxation and discovery trips, clearly overshadowing other travel styles. While health and well-being trips draw interest from 28% of travelers, adventure and festive trips appeal to smaller segments of the market. This data indicates a significant demand for laid-back, exploratory travel experiences. Despite this focus on relaxation, many Serbian travelers maintain a value-conscious approach when it comes to accommodations. In fact, 53% opt for budget-friendly lodging, while 23% prefer deluxe options (3-4 stars), and only 12% choose premium accommodations. This suggests that affordability remains a key consideration even as travelers seek comfort and leisure.

Despite being cost-conscious, Serbian travelers prioritize a safe and comfortable experience. 59% of Serbian travelers prioritize quality and comfort, and 48% place a high value on security, with competitive pricing following at 40%. Travel providers should emphasize these aspects in their offerings to resonate with the core needs of this market.

Digital Booking Slightly Trails Agency Preference

While many still rely on traditional methods, there is a clear opportunity for growth in online services. 55% of Serbian travelers choose to book their trips through agencies or tour operators, whereas 45% prefer using online platforms. Establishing a strong digital presence alongside partnerships with travel agencies can effectively cater to the diverse preferences of Serbian travelers.

Air Serbia Dominates Serbian Airline Preferences

Air Serbia is the preferred airline for 39% of Serbian travelers, with Jat Airways and Wizz Air also garnering significant attention. This strong domestic preference indicates a level of brand loyalty in Serbia, likely influenced by favorable local pricing and routes. International carriers such as Lufthansa and Turkish Airlines also maintain a notable presence among travelers.