The COVID-19 pandemic had a negative impact on tourism worldwide. However, Serbia responded in a unique way that may inspire the future development of the tourism sector. Dušan Mladenović talks about why the introduction of free vaccinations for citizens of Serbia and neighboring countries has become a public health breakthrough. This spring, he received a Rector's Award from Masaryk University for his research.
From a broader perspective, Serbia is not a well-known tourist destination as its GDP is more dependent on other sectors such as services, IT, the automotive industry, or agriculture. Compared to some other countries in the region, such as Croatia, Greece or Montenegro, tourism in Serbia is relatively underdeveloped and mainly consists of ski resorts and large cities such as Belgrade, Nis, or Novi Sad.
Before the COVID-19 pandemic, tourism in Serbia was booming and gradually gaining recognition for its diverse attractions and cultural richness. The capital, Belgrade, was particularly famous for its vibrant nightlife on the banks of the Danube and Sava rivers, and historic sites such as the Kalemegdan Fortress, which offers panoramic views of the confluence of the two rivers. Outside the capital, destinations such as Novi Sad, famous for the EXIT music festival, and Niš, one of the Europe’s oldest cities, also attracted international attention.
Serbia's natural beauty, from the Tara National Park to the remarkable Uvac Canyon, attracted lovers of outdoor activities such as hiking, skiing, and birdwatching. The country is also home to monasteries, which are important religious and historical monuments. In particular, those in Studenica, a UNESCO World Heritage Site, attracted pilgrims and cultural tourists. The overall tourist experience is complemented by the local cuisine, which is a blend of Mediterranean and Balkan flavors and traditional drinks such as rakija. As a result, Serbia was gradually becoming a European destination.
The COVID-19 pandemic had a significant impact on tourism in Serbia, reflecting the global decline in tourism and leisure activities. Strict travel restrictions, quarantine measures and public health concerns led to a sharp decline in the number of foreign and domestic visitors, severely affecting the country's tourism revenues and related industries. Major events, such as the EXIT music festival in Novi Sad, were cancelled or reduced, depriving the country of one of its main tourist attractions. Hotels, restaurants, and travel agencies were struggling financially, and some were even forced to close down. While the government introduced various support measures to help the struggling sector, the pandemic nevertheless undermined the positive momentum Serbia was gaining as an emerging tourist destination in Europe. With the gradual introduction of vaccines and the easing of travel restrictions, the tourism sector gradually started to recover, but the full extent of the impact of the pandemic is still unknown.
The introduction of free COVID-19 vaccination for the population of Serbia and neighboring countries was a groundbreaking public health initiative with far-reaching social, economic, and diplomatic implications. By offering the vaccine not only to its own citizens but also to residents of neighboring countries, Serbia became a regional leader in the responding to the pandemic and fostered goodwill and diplomatic relations in the Balkans. The move also helped accelerate overall vaccination rates in the region, contributing to herd immunity and facilitating the reopening of businesses, including the hard-hit tourism sector. The increase in vaccination rates has led to a gradual relaxation of public health measures, allowing the resumption of cultural events, public gatherings and international travel that are vital to the country's economy. In addition, the policy has helped to reduce inequalities in immunization coverage by facilitating access to vaccines for people in neighboring countries where availability may have been limited.
The experience of how Serbia was able to adapt to the challenges posed by the pandemic can serve as a case study of resilience and innovation in tourism. The decision to offer free vaccinations to residents and people from neighboring countries not only helped manage the pandemic locally, but also introduced a new form of so-called health diplomacy that could inspire other countries to think more regionally in times of crisis. Serbia's handling of the pandemic also highlights the importance of agile management and the need for countries to have contingency plans in place that allow their tourism sectors to adapt quickly to external shocks.
The pandemic has also accelerated the trend towards digitalization, as evidenced by Serbia's use of technology to enforce security measures and communicate travel advisories, setting an example of how to manage information effectively in times of crisis. The country's ability to gradually reopen cultural and recreational events through the successful implementation of safety protocols offers lessons on how to balance public health with economic demands. All of these experiences provide valuable insights into how tourism can be more resilient, inclusive and adaptive in a post-pandemic world.
The COVID-19 pandemic had a profound and far-reaching impact on tourism across Europe, home to some of the world's most visited cities and monuments. The number of foreign tourist arrivals declined unprecedentedly, seriously affecting economies that are heavily dependent on tourism - such as Italy, Spain, and Greece. Travel restrictions, quarantine regulations and varying degrees of closures led to widespread cancellations of flights, hotel bookings and tours, resulting in huge revenue losses and widespread unemployment in the tourism sector. Many iconic events, from Germany's Oktoberfest to Spain's La Tomatina, were either cancelled or severely curtailed.
However, the crisis also spurred innovation and change in the industry, accelerating the adoption of digital technologies for booking and check-in and highlighting the importance of flexible travel policies. The pandemic also led to a rethinking of sustainable tourism, as the hiatus provided an opportunity to restore over-visited places and sparked discussions on how future tourism can be more responsible and less damaging to local ecosystems and communities.
Dušan Mladenović is a researcher in the field of Word of Mouth (WOM), digital marketing and online consumer behavior. His focus is on the tourism, travel and hospitality industries. To date, his research has been published in top international journals such as: Current Issues in Tourism, International Journal of Contemporary Hospitality Management, Telematics and Informatics or the International Journal of Consumer Studies.
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