As popular European holiday hotspots like Spain grapple with overtourism and anti-tourism protests, Serbia is positioning itself as a tranquil, underexplored alternative for UK travellers.

The country, nestled in the heart of the Balkans, is keen to attract more visitors while ensuring sustainable tourism practices that benefit both the environment and local communities.

Unlike tourist-heavy destinations such as Dubrovnik in Croatia, Serbia has been working with the Global Sustainable Tourism Council to develop a model that prioritises cultural sensitivity and minimises the impact of mass tourism, BirminghamLive reports.

According to George Colvin-Slee, a Serbia specialist adviser at Cox & Kings, the country’s tourism strategy has undergone a significant shift.

While Serbia’s capital, Belgrade, remains a vibrant city-break option, the country is now promoting its mountain retreats, rural experiences, and wellness resorts to appeal to a broader audience.

“It’s an undiscovered place for a lot of people,” said Mr Colvin-Slee.

“We send more people to Albania and Bosnia, but Serbia has some truly impressive spots.”

These include its mountains, which attract skiers in winter and hikers in summer, as well as ecotourism ventures in the hills that cater to birdwatchers and nature lovers.

Additionally, Serbia’s thermal springs have given rise to spa and wellness resorts, providing tourists with relaxing, nature-oriented escapes.

The strategy appears to be paying off.

In 2023, Serbia saw international tourism grow by 20%, with local businesses and job markets reaping the rewards.

Novi Sad, Serbia’s second-largest city, comes highly recommended for its unique blend of Hapsburg heritage and charming architecture.

“You’ll find chocolate-box buildings reminiscent of Prague and Budapest, but without the crowds,” Mr Colvin-Slee noted.