Overview:

Serbia is re-emerging as a prime tourism destination for business and leisure travelers. The World Tourism Organization (UNWTO) statistics show that for the first five months of 2009, Serbia was the only country in Europe that recorded an increase in the number of foreign arrivals (4%) and did not have a decline in the number of overnights. All other countries in Europe had negative results in both categories. An improved image of Serbia, introduction of low cost air carriers, and growing capacity of high quality hotels and services is bringing back visitors and investors. The country has also hosted several major international events, such as EuroVision, City Breaks Tourism Fair, the International Press Institute annual conference, and the International Hotel and Restaurant Association (IHRA) annual meeting, demonstrating its appeal as a convention and conference location.  

Strategic Approach and Objectives:

The Competitiveness Project activities have been focused on the convention and meetings segment of the industry The Project works closely with the National Tourism Organization of Serbia (NTOS), the Serbia Convention Bureau (SCB) and other Meetings, Incentives, Conference, Conventions and Exhibitions (MICE) industry actors to position Serbia as a key congress tourism destination. Strategic objectives for the sector include:

• Increase Serbia MICE industry capacity to introduce best practices in lead generation, bidding and branding to host major international events
• Position Serbia on the international market as a congress destination through trade show participation and development of key marketing tools  
• Support development of incentive tourism products

Key Activities:

Serbian Convention Bureau Capacity Building Support — The convention market is one of the largest and most profitable segments within the tourism industry. The Project has worked closely with the SCB, the Belgrade Convention Bureau (BCB), convention centers, hotels and Professional Congress Organizers (PCOs) to improve their marketing and sales skills and strategies. The Project supported introduction of key tools including  an advanced sales database, a bid book, a new website (www.scb.travel), and a Meeting Planners Guide to promote Serbia’s conference industry. The Project also supports preparations for two major convention industry trade shows each year – IMEX in Frankfurt each May and EIBTM in Barcelona each December– that generates direct business for Serbian firms.  In 2009, the SCB booked over 30 events, and incentive travel programs will be organized in Serbia that will generate approximately $12.6 million in direct revenue.

MICE Industry Capacity Building — The Project has provided capacity building support to the Professional Congress Organizers (PCOs), Destination Management Companies (DMCs) and hotels in Serbia in order to maximize their ability to promote and sell the country as a leading European MICE destination. The Project has provided significant education and training to key industry players and service providers in trade show participation, incentive product development, bidding for events, and marketing in the meetings industry. The Project also supports PCOs membership in the International Congress and Convention Association (ICCA) , the most prominent professional association dedicated to international meetings, which will advance the competitiveness of PCOs by offering professional development and networking opportunities.