31st December 2021


Experience! Serbia

The Tourist Organization of Serbia and the national platform Serbia Creates presented to the international public, at the World Exhibition EXPO 2020 Dubai, a new tourist brand of our country - "Experience! Serbia", as part of a new tourism marketing strategy aimed at attracting domestic and foreign tourists.

The new and modern tourist brand of Serbia, whose narrative is based on destination communication through the excitement that tourists can experience in our country, is primarily intended for tourists who are looking for interesting and authentic experiences, natural beauty, creative and inspiring destinations. The inspiration for the new brand and visual identity of Serbia as a tourist destination was found in the unique and dynamic experience that Serbia offers at the crossroads of East and West, where modern and traditional, urban and natural mix. The new brand symbolizes that dynamic experience that tourists can understand, feel and share further.

"It is a great pleasure that we have the opportunity to organize the international premiere of the new tourism brand of Serbia at EXPO 2020 in Dubai, bearing in mind that this unique event attracts audiences from all over the world. As part of the Tourism Week at EXPO 2020, we have presented the new brand to the international tourism industry at the presentation of Serbian tourism, and we are pleased to note that the new way of presenting our offer through experiences is of great interest and gives new energy to our promotional activities”, said on this occasion Marija Labović, director of the Tourist Organization of Serbia.

According to Ana Ilić, Senior Adviser to the Prime Minister of Serbia for Creative Industries and Tourism, Team Leader of the Serbia Platform and Deputy Commissioner General for Serbia's Expo 2020 Dubai, it is very important that this moment was used to improve Serbia's brand and tourism potential.

"We have already shown at this year's World Exhibition that Serbia is a modern, creative and innovative country that has a lot to offer to its visitors, and we have done so much to improve the country's image.

“It is important to use this opportunity and positively influence the change of the tourist brand, which we have been working on together in recent months, in order to attract as many interested visitors as possible from all over the world to come and visit Serbia. So far, the Pavilion of Serbia at the Expo has been visited by more than half a million people, and we expect this number to double, which only speaks of the size of the target group we want to attract," Ilić points out.

The tourist brand "Experience! Serbia", which was announced during the "Tourist Flower" award ceremony in Serbia last month, and presented to the international public in Dubai, will be launched as early as this year. At the upcoming 43rd International Tourism Fair in Belgrade, the visitors will have the opportunity to see exactly how Serbia, its destinations, and the most important tourist products will be promoted in the future.