Zlatibor Remains Serbia's Top Destination: A Surge in Domestic and International Tourists Boosts Winter Season

Zlatibor continues to reign as Serbia's most popular tourist destination, recording the highest number of overnight stays by domestic tourists in January and February, according to the Republic Statistical Office. A total of 185,683 overnight stays were recorded, marking a 4% increase compared to the same period last year. Beyond domestic travelers, Zlatibor has also experienced a significant surge in international visitors. The mountain resort saw 73,181 overnight stays by foreign guests in the first two months of the year, a remarkable 31% increase year-on-year. Tourists from Montenegro, Bosnia and Herzegovina, and North Macedonia topped the list, followed by visitors from Russia, China, and Croatia. Zlatibor's diverse tourist offerings, high-quality accommodation, numerous musical and cultural events, and excellent conditions for winter sports have all contributed to its leading position on Serbia's tourism map at the beginning of 2025. Well-designed promotional activities, involving the Zlatibor Tourist Organization and local hoteliers, have further enhanced Zlatibor's recognition on the international tourism market. "The natural beauty, numerous activities, and excellent connectivity with tourist attractions in the surrounding area make Zlatibor an attractive destination throughout the year, suitable for visitors of all generations," stated representatives from the Zlatibor Tourist Organization.