Serbia increasingly popular congress destination – Most events in medicine, IT sector, agriculture, creative industries

The development of congress tourism should be one of the main tasks of any country. Keeping in mind that guests in this segment spend four times more than other tourists on average and that their average daily spending in Serbia amounts to EUR 325, it's clear why business people are favorite guests in any destination.

– If we look at the hotel capacity structure in Belgrade, it's clear that a large number of hotels are oriented toward congress and business guests. It should be emphasized that over 50% of foreign guests in Serbia come to Belgrade and that a large number of them are business and congress guests – Marija Labovic, the director of the Tourism Organization of Serbia (TOS) says for eKapija.

As our interviewee says, the TOS has been actively investing in destination management activities within congress tourism for 11 years now, primarily through the activities of the Serbia Convention Bureau. If we compare the current situation with the period over a decade ago, we can say that congress tourism has justified its status of a “quick win” travel product.

– Serbia is now the 42nd country in the world in the number of international congresses and the 21st in Europe. This result shows that the parallel development of congress and hotel infrastructure, the raising of the quality of the services of our PCO and DMC agencies and the strategic cooperation of the private and the public sector, with the development of the national airline, which is something we must insist on in the next period – Labovic points out.

When it comes to Serbia's capacities, our interviewee notes that Serbia is very competitive in the global market. As he says, the infrastructure and its existence is no longer a prerequisite for a destination to be considered successful. It is necessary to keep insisting on creating an experience for a foreign client.

– The successful destinations are those that go a step forward in creating unforgettable and unique experiences. A destination should not have any infrastructural limitations, and Serbia is heading in that direction – Labovic says.

Congress tourism boom

In the past 10 years, congress tourism in Serbia has experienced a real boom, and there are several important things that have contributed to it. Above all, it is the opening of new hotels, but also the renovation and investments in the existing congress infrastructure. What should be emphasized is that this growth was recorded in large congress centers and traditional travel destinations.

– Foreign and domestic investors have recognized this type of tourism as the most lucrative one, so it's no wonder that congress hotels are opening. Also, the development of the national airline has contributed to the fact that Serbia's accessibility is no longer an issue. On the other hand, the TOS has implemented international standards and destination management procedures through the activities of the Serbia Convention Bureau and in partnership with the congress industry, making for a proactive approach to destination sales and marketing. It is only through such an all-encompassing approach that we have been able to create great results, while on the other hand launching a platform which will make these results even better in the upcoming period – points out the director of the TOS.

She also notes that hotels in Serbia are very oriented toward congress guests and that nearly any hotel can opt for one of the segments, whether large association meeting, seminars of pharmaceutical companies, corporation training or incentive travel.

– By focusing on this segment, a considerable number of destinations and hotels have managed to solve the problem of a typical travel season and increase hotel occupancy and the total financial performance. We must also emphasize that local hotels constantly invest in raising their own standards of quality and service, making guests satisfied and likely to visit Serbia again, which is very important from the aspect of marketing – Marija Labovic says.

(Photo: sheff/shutterstock.com)

Number of congress destinations in Serbia growing

As a congress destination, Serbia is still a developing market, our interviewee says and adds that Belgrade, as the capital, but also the center with the most developed capacities draws in the largest part of the international congress tourism market. The TOS cites as a very positive fact that all clients spend at least a day exploring Serbia after business meetings in Belgrade. Novi Sad, with its congress center and new hotels, is becoming an increasingly important player in the international market, with a successful position in the local and the regional markets.

– Subotica and Palic, especially with their recently initiated investment cycles, are aiming to once again take a considerable share of the local market, as well as the market of corporate meetings of clients from Croatia and Hungary. Kopaonik and Zlatibor are examples for how, with the development of hotel and congress infrastructure, typical travel destinations manage to become year-round destinations, where congress guests help raise the total results. Nis has also been very interesting lately as a congress destination, keeping in mind the activities of the University of Nis, the structure of capacities and the Constantine the Great Airport. Also, Vrnjacka Banja, with its realized and announced reconstruction projects, will try to take a prominent position in this market.

Serbia organizes 65-75 international congresses a year, which is 10 times more than when the activities started 11 years ago.

– Of course, there's always room for progress, which is why the development of congress infrastructure and joint activities in the domain of destination sales will produce even better results. The largest number of events are organized in the segments of medicine, followed by the IT sector, agriculture and creative industries – our interviewee says.

Belgrade among most important congress centers

Within Central and Eastern Europe, only Greece, Hungary, Croatia and Austria are ahead of Serbia, and these are some of the most developed and well known travel destinations in the world. On the other hand, when it comes to capitals, after Budapest, Vienna and Athens, Belgrade is the leading congress destination.

Although congress tourism in the country is developing at an accelerated pace, there's plenty of room for progress in the global market.

– Serbia already has good results, but they must be seen as an incentive for new activities in congress tourism. We believe that, if we join forces, we can increase the total market performance by 25-30% in the next several years – Marija Labovic says.

Dragana Obradovic

Turistička organizacija Srbije Beograd

Air Serbia ad Beograd

Aerodrom Konstantin Veliki Niš

Tourism Organization of Serbia

TOS

Marija Labovic

Serbia Convention Bureau

development of congress tourism in Serbia

congress tourism

development of tourism

congress hotels in Serbia

congress centers in Serbia