29 May Interview with The Honourable Husein Memić, Minister of Tourism and Youth, Republic of Serbia

“I believe the private sector can play a major role in transforming tourism and empowering local communities.”

You’ve done an incredible job promoting Serbian tourism, with record numbers like 9% tourist growth last year. What is the secret to success?

Last year, we recorded €2.83 billion in tourism revenue, an incredible figure. Over the past decade, the Serbian government has achieved remarkable results and our economic growth has directly contributed to the boom in tourism. Most visitors come to Belgrade, but thanks to new highways, railways and improved infrastructure, Serbia as a whole feels more accessible than ever. In 2012, we had just a €100 million lead over Montenegro in tourism revenue; in 2024, we’re €1 billion ahead. Of course, we’re a larger country, but it’s important to note that Montenegro is a coastal, tourism-driven nation.

We’ve turned Serbia into a 12-month tourism destination, promoting various sectors such as mountain tourism, rural tourism, cultural events and religious tourism. I’m proud that after three years in office, Serbia is now widely recognized especially among international visitors.

Rural tourism has shown impressive growth. Besides Kopaonik, Belgrade and Novi Sad, new destinations are emerging. What are some of the trends and where do you plan to invest further?

Tourism is expanding beyond Belgrade. Wellness and rural tourism are booming. In 2024, we saw a 33.9% increase in foreign tourists, which we consider a major success. Compared to other Central and Eastern European (CEE) countries, Serbia offers lower prices with equal or even better service, especially in wellness tourism where we have exceptional doctors and medical staff. Private investments are reshaping areas like Prolom Banja, Lukovska and Kuršumlijska thermal spas. Kuršumlijska was completely redeveloped by a private investor and now operates year-round. In Priboj, where there wasn’t even a single hotel, Mr. Despić took a risk, built the “36.6 Thermal Spa,” and turned it into a success. He later purchased Priboj Thermal Spa, which is also thriving.

All private investors in Serbian tourism have reported strong satisfaction and we’re working to create better conditions for future investments potentially through privatizing more state-owned spas. I believe the private sector can play a major role in transforming tourism and empowering local communities. Since 2015, we’ve provided travel vouchers for domestic tourists. Over the last decade, this initiative has yielded excellent results, encouraging people to choose Serbia as a vacation destination. What’s more, tourists often spend far more than the voucher value, benefiting the local economy.

What are some initiatives supporting foreigners to come to Serbia?

In 2024, our Tourism Agency launched dedicated campaigns targeting China. Even in 2019, Chinese tourists were the largest group visiting Serbia. Though numbers dropped during the pandemic, we expected their return and they’re now among the top three nationalities visiting Serbia.Several factors contribute to this:Chinese citizens don’t need a visa to visit Serbia and we’ve strengthened ties with Chinese tour operators. We’ve also introduced direct flights to Shanghai, Guangzhou and Tianjin. We participate in expos and tourism fairs throughout China and were honored to receive the Marco Polo award from the China-CEE Tourism Coordination Center, recognizing Serbia as one of the best performers in the 14+1 initiative. We’ve also hosted influencers and content creators, inviting them to experience and promote Serbia. I’ve personally visited Tianjin, Shanghai and Beijing to provide Chinese operators with logistical support.

The mutual respect between our countries, especially between Presidents Vučić and Xi, is profound. President Xi visited Serbia in 2024 and I accompanied our prime minister Ana Brnabić in meeting him. It’s rare to witness such admiration from such a vast nation. We’re also exploring collaboration beyond tourism. As Minister of Tourism and Youth, I’ve initiated discussions with Peking University on student exchanges and health-related research, particularly concerning Type 1 diabetes, which is increasingly affecting young people. We expect to host one of the world’s top specialists on the matter soon.

Serbia also recently signed a memorandum with Azerbaijan. How important are international partnerships for tourism and diplomacy?

The Memorandum with Azerbaijan dates back to 2011, a time when we signed numerous bilateral agreements, not just in tourism but across various sectors. One of our current priorities is Expo 2027, a major global event that Serbia is proudly hosting. We are now engaging with international partners to ensure record-breaking participation. The entire government is involved, with strong leadership from the president. This is a golden opportunity to present Serbia to the world. Post-Expo, we plan to repurpose the infrastructure such as water parks, residential zones and exhibition spaces to further stimulate tourism and business. We aim for Expo 2027 to be a catalyst, especially for developing sports and congress tourism and not just a 90-day event.

How is Serbia integrating AI and other technologies to enhance the travel experience?

We were present at the World Travel Market in November 2024, where we discussed how AI is transforming hospitality and travel. Serbia is already applying AI to personalize travel, highlight lesser-known destinations and optimize logistics. Our tourism agency and many cities use multilingual chatbots to provide 24/7 assistance. These platforms utilize advanced algorithms to help tourists plan their visits effectively.

Our IT sector has grown rapidly, with many cities investing in education and tech centers. One of our upcoming initiatives, expected to launch in early 2026, is an AI-driven platform focused on rural tourism. It will allow users to plan trips, hire guides, book experiences and purchase local products online without returning to the same location.This centralized approach will promote tourism and support local economies.

How important is sustainable tourism for you and what are your goals for the next 3–5 years?

We’re currently working on a new tourism development strategy, covering the period from 2026 to 2031. It was recently completed, but I sent it back for revisions because I wasn’t fully satisfied with the results. It is being developed by a team of experts with proven success in prior projects. Key pillars of the strategy include ESG principles, sustainability and developing underutilized tourism sectors such as camping and rural tourism.

We’ve seen significant growth in rural tourism: in just one year, the number of registered rural tourism households grew from 695 to 1,560. This prompted us to revisit and refine the strategy to better reflect current trends. I met recently with 193 tourist guides to gather feedback directly from the field. While experts contribute to the strategy, it’s crucial to listen to those working on the ground. That conversation revealed areas we still need to improve and better understand. We believe this new strategy will mark the next big step for tourism in Serbia.

Please tell us a little about yourself, your career and how you became a minister.

I began my career in Novi Pazar, working in the tourism industry. I was one of the founders of the city’s Tourism Agency and am a licensed tour guide. I hold a Master’s degree in Tourism and Hospitality and one of my first professional roles was as a board member in the same agency I helped establish. I later served as director of the Cultural Center for ten years. When I started, the organization was in poor shape, but two years before I became Minister, it was named the best cultural institution in Serbia.

Politically, I’ve been active for the past 7–8 years as a member of Rasim Ljajić’s party, which was then part of the ministry of tourism, telecommunications and trade. I was offered the chance to replace Tanja Matić and my work was recognized. I’m proud to say I am now in my third year and serving my third term as minister.