You may have visited the sunny beaches of Croatia or marvelled at the renowned Buda Castle in Budapest, but have you ever considered Serbia as a tourist destination?

Unlike some neighbouring countries grappling with the strains of overtourism, Serbia is charting a different path.

With a focus on sustainable development and a commitment to preserving its natural beauty, the country is gaining traction among travellers who crave unique, culture-rich experiences away from the masses.

Serbia specialist adviser at Cox & Kings, George Colvin-Slee, told the BBC: “In Serbia, people see the word ‘tourist’ as a positive thing.

“It’s an undiscovered place for a lot of people – we send more people to Albania and Bosnia – but it’s got some really impressive spots.”

Colvin-Slee suggested visiting the country’s second biggest city, Novi Sad, for its charming, crowd-free atmosphere and historical sights including the Petrovaradin Fortress, also called the ‘Gibraltar of the Danube’ due to its rich history.

The ‘Gibraltar of the Danube’, located at the confluence of the Danube and Sava rivers atop a hill, has served as a key military stronghold and defence point for various empires, including the Romans, Ottomans, and Austrians.

Serbia wants to develop its sustainable tourism, working with the Global Sustainable Tourism Council to promote culture-oriented, low-impact travel to emphasise rural tourism and mountain getaways rather than mass tourism.

Locations like the Tara, Kopaonik, and Zlatibor mountains are famous for their serene environments and high-quality wellness resorts, where visitors can enjoy spa treatments, thermal baths, and outdoor activities like hiking and skiing.

Serbia is a year-round destination offering activities for every season, from hiking and mountain biking to cultural events like the Belgrade Dance Festival in March and Bitef Theater Festival in October.

Summer invites visitors to enjoy rafting, kayaking, and lively music festivals, while winter offers skiing in Kopaonik and the Küstendorf Film Festival in the scenic snowy mountains.

Serbia offers a unique blend of rich history, vibrant culture, and stunning landscapes, making it a must-visit destination for travellers.