George Kakoutis outlines key insights from a YUTA survey indicating Greece’s continued appeal among Serbian travelers and growing interest in diversified tourism offerings. Photo source: GNTO
Greece remains the leading holiday choice for Serbian travelers, driven by its beaches, hospitality, culture, gastronomy and geographic proximity, according to a new study conducted by the National Association of Travel Agencies of Serbia (YUTA) .
Carried out in collaboration with the Greek National Tourism Organization (GNTO), the study’s findings were presented to Serbian media during a dedicated event in Belgrade. The evet was held as part of GNTO’s participation in the International Tourism Fair (IFT) 2026.
George Kakoutis, head of GNTO’s Serbia office, outlined the study’s key conclusions, highlighting trends in Serbian visitors’ travel behavior, motivations and expectations from Greece’s tourism product.
Northern Greece leads, Alternative destinations gain ground
Aleksandar Senicic, director of YUTA; Christos Michalakis, representative of the GNTO Directorate of Tourism Promotion; and George Kakoutis, head of the GNTO Serbia Office. Photo source: GNTO
The survey, carried out between June and September 2025 among Serbian citizens who choose Greece as their travel destination, examined preferred locations and areas for further development.
Destinations in Northern Greece continue to dominate preferences, with Thessaloniki, Halkidiki and Thassos ranking among the most popular choices. At the same time, the research indicates gradually increasing interest in alternative destinations across the country.
Serbian travelers call for diversification and better connectivity
Respondents stressed the importance of strengthening gastronomy and cultural tourism alongside the established “sun and sea” model.
Improved air connectivity between the two countries was also identified as a priority, as well as the promotion of new destinations, thematic experiences and stronger tourism activity beyond the peak summer season.
Kakoutis highlights Serbia’s strong travel demand for Greece and emerging trends beyond Northern Greek destinations. Photo source: YUTA
According to YUTA, the findings underscore the continued strength of the Serbian market for Greece while pointing to opportunities for diversification and expanded year-round engagement.
The event in Belgrade was attended by the Ambassador of Greece to Serbia Maria Levanti; the representative of the ISD Belgrade Office Nikos Christodoulides; the representative of the Public Diplomacy Office Anastasia Passa; and the director of YUTA Aleksandar Senicic.
Follow GTP Headlines on Google News to keep up to date with all the latest on tourism and travel in Greece.