Indonesia Targets Serbia to Boost European Tourist Arrivals

RRI.CO.ID, Jakarta - Indonesia is stepping up efforts to tap the growing travel market in Central and Southern Europe, with Serbia emerging as a promising gateway for tourism and business partnerships.

The Indonesian Embassy in Beograd (KBRI Beograd) is intensifying initiatives to boost the number of Serbian tourists traveling to Indonesia and to expand bilateral tourism business cooperation through the promotion of Indonesia’s popular destinations.

According to Indonesian Ambassador to Serbia Andreano Erwin, participation in the 47th International Tourism Fair (ITF), held in Belgrade from February 19 to 22, 2026, was part of a broader strategy to promote Indonesia more widely across Central and Southern Europe.

In a written statement received in Jakarta on Wednesday, February 25, Ambassador Andreano described the tourism fair as “a valuable opportunity to further strengthen collaboration between KBRI Beograd and private sector partners in supporting Indonesia’s tourism sector.”

Through cooperation with four travel agencies, hundreds of tour packages to Indonesia were sold during the exhibition, the embassy said.

KBRI Beograd also facilitated business cooperation commitments between Serbian travel agencies and their Indonesian counterparts. These included agreements by Serbian companies to recruit Indonesian workers in the tourism sector, particularly in hotels and restaurants.

“The positive response from the Serbian public throughout the exhibition proves that Indonesian destinations, although geographically distant from Serbia, remain uniquely attractive to visit,” Ambassador Andreano said, as quoted by Antara.

Indonesia’s pavilion, located in a prime area of the exhibition hall, was among the main attractions at the event. In addition to showcasing popular culinary products such as coffee and snacks, the pavilion featured traditional dance performances by Sanggar Tari Bidadari, a dance group fostered by KBRI Beograd.

The 47th ITF was officially opened by Serbian Prime Minister Đuro Macut and brought together more than 350 exhibitors from 18 countries, including Indonesia. The event forms part of Serbia’s broader preparations for Expo 2027 in Belgrade, which is expected to significantly boost tourism and the hospitality industry.

Data from the Central Bureau of Statistics (BPS), cited by KBRI Beograd, show that the number of Serbian tourists visiting Indonesia rose from 3,727 in 2023 to around 5,000 in 2025, reflecting growing interest in the Southeast Asian archipelago. ***