To meet evolving market demand, Serbia has expanded and diversified its tourism offerings, Labovic said.

BELGRADE, Nov. 15 (Xinhua) -- Marija Labovic, director of the National Tourism Organization of Serbia, said in a recent interview with Xinhua in Belgrade that Chinese tourists are regarded as one of the most attractive visitor groups worldwide, and Serbia has stepped up efforts to attract more Chinese visitors.

In 2017, the mutual visa-free regime between Serbia and China came into effect. Since then, political and economic cooperation as well as tourism and cultural exchanges between the two countries have expanded significantly, Labovic said.

According to data from Serbia's statistical office, from 2015 to 2019, the number of Chinese tourists visiting Serbia increased nearly eightfold. The strong momentum has continued, with arrivals exceeding 140,000 as of September this year, up 26.4 percent year-on-year. China now ranks as Serbia's second-largest source of tourists in both cumulative and monthly terms.

Travel from China typically peaks in spring and autumn, Labovic said, noting that "during major Chinese holidays, such as the Spring Festival and Golden Week, the number of visitors rises sharply." Group tours still dominate, thanks to structured itineraries and Chinese-language guides, but she observed a steady rise in independent travel as well.

To meet evolving market demand, Serbia has expanded and diversified its tourism offerings, Labovic said, noting that the country has launched direct flights to Beijing, Shanghai, and Guangzhou; created Chinese-language print and digital materials; and deepened cooperation with Chinese travel agencies, social media influencers, and relevant companies to boost its visibility in China.

Labovic believes that Serbia's scenic landscapes, cultural heritage, and rich culinary traditions offer Chinese tourists a unique and memorable travel experience.

She said Serbia is developing more specialized products for Chinese visitors -- including wine tours, culinary experiences, cultural routes, rural tourism, and nature-based activities -- to further enhance its appeal as a premium destination.

Looking ahead, Labovic said Serbia plans to upgrade its Chinese-language digital platforms, increase the number of Chinese-speaking guides and related services, and expand the acceptance of Chinese payment systems to create a smoother and more welcoming environment for Chinese travelers.