At this year’s Belgrade Tourism Fair, one of the most dynamic and well-visited stands was that of Greece – a country that has long been synonymous with summer holidays for Serbian travelers. Yet beyond the iconic turquoise waters and whitewashed houses lies a far broader and increasingly diverse tourism story.
In a conversation with George Kakoutis, director of the Greek National Tourism Organisation office in Serbia, it became clear just how important the Serbian market is for Greek tourism. Last year alone, more than one million Serbian tourists visited Greece, reaffirming the country’s status as one of the most significant outbound markets for this Mediterranean destination.
A Beloved Destination – Constantly Rediscovered
“Greece has traditionally been the first choice for Serbian holidaymakers,” Kakoutis explains. “What is particularly encouraging is that Serbian travelers are increasingly exploring new regions.”
While northern Greece and Halkidiki remain favorites, Serbian tourists are now venturing further afield to destinations such as the Peloponnese – a region rich in history, authentic villages, dramatic coastlines, and archaeological landmarks.
Greek islands are also seeing growing interest, especially those now accessible via direct flights from Serbia. One standout example is Santorini, globally recognized for its breathtaking sunsets and Cycladic architecture. Improved air connectivity has made these islands more accessible than ever, opening new possibilities for Serbian travelers.
Equally noteworthy is the rising appeal of mainland Greece – regions offering mountains, lakes, monasteries, and distinctive gastronomy, far from the typical summer crowds. This shift suggests that Serbian tourists are seeking more than a beach holiday; they are looking for immersive cultural and experiential travel.
The Rise of Spring and Autumn Travel
One of the most significant trends highlighted by Kakoutis is the steady growth of travel outside the peak summer season. Serbian tourists are increasingly choosing to visit Greece in April and May, as well as in September and October.
Thanks to Greece’s mild Mediterranean climate, these months offer pleasant temperatures ideal for sightseeing, outdoor activities, and cultural exploration without the intense summer heat or heavy crowds. During these periods, Greece reveals a different, more authentic rhythm: slower, more intimate, and deeply connected to local life.
For many travelers, spring and autumn are becoming the perfect time for city breaks, wine routes, archaeological tours, and active holidays.
Strong Promotion and Strategic Presence in Serbia
The Greek National Tourism Organisation maintains an active and strategic presence in the Serbian market. Through numerous press trips, collaborations with media outlets, and continuous promotional activities, GNTO ensures that Serbian travelers are well informed about lesser-known regions, new flight routes, cultural events, and thematic travel experiences.
The message is clear: Greece is not just a summer destination – it is a year-round experience.
The Belgrade Tourism Fair once again demonstrated the strength of the tourism ties between the two countries. More than one million Serbian visitors annually is not merely a statistic; it is a testament to longstanding friendship, trust, and a shared passion for travel.
Because no matter how many times you return to Greece, there is always another island, another hidden beach, and another story waiting to be discovered.
