This is the new destination for luxury travel. An unusual country attracts the world's richest travelers

Once the overlooked pearl of the Balkans, Serbia is now emerging as one of the most desirable luxury destinations in Europe. Its impressive economic growth and prestigious investments have attracted affluent travelers looking for more than just five-star hotels.

Serbia is increasingly making its presence felt in the luxury tourism segment , emerging from the shadow of more established destinations such as the Croatian coast or the Greek islands . The country is dynamically developing its infrastructure, attracting prestigious hotel brands and tapping into the potential of a growing middle class, making it a new center for high-quality leisure and investment.

In 2023, Serbia achieved a GDP of $81.34 billion and stable economic growth, which additionally increases its attractiveness in the region.

Thanks to its strategic location between Central Europe and the Balkans, on the border with Montenegro , Croatia and Hungary , Serbia is becoming an interesting destination for both investors and demanding travelers .

Aerial view of Belgrade, the capital of Serbia / Shutterstock

The premium real estate market in Serbia has exploded . Districts such as Vračar , Senjak and Dedinje are attracting investors looking for high-end penthouses and residences. Prices for luxury apartments in Belgrade are already reaching over 10,000 euros per square meter. Spectacular projects such as Belgrade Waterfront with a planned 7,500 premium apartments, or Delta District , are redefining the urban landscape and attracting clients from the Middle East, Russia and Western Europe.

Belgrade, the capital of Serbia attracts wealthy tourists / Unsplash, Maria Ivanova

The Serbian capital is quickly making up for years of neglect by becoming the new home of the world’s most prestigious hotel brands . The recently renovated Bristol Belgrade , a former favorite of the British royal family and the Rockefellers, is once again attracting the attention of the elite.

The opening of the country’s first Ritz-Carlton hotel is also on the horizon. Let’s not forget the moves of Jared Kushner, Donald Trump’s son-in-law , who, through his company Affinity Partners, has obtained a 99-year lease on the former Ministry of Defense complex in central Belgrade. Why? The ambitious businessman plans to build a luxury hotel, Trump Tower Belgrade, with 175 rooms and 1,500 suites, in partnership with Dubai billionaire Mohamed Alabbar.

Serbia's growing prestige is also influenced by its culinary offer. Michelin-starred restaurants Langouste and Fleur de Sel prove that Belgrade can satisfy the most demanding palates. Young, ambitious chefs reinterpret local flavors, creating menus that combine tradition with modernity.

The biggest event that will give impetus to the country’s luxury transformation is the upcoming EXPO 2027. The event will be held under the slogan “Play for Humanity – Sport and Music for All” and will attract over 4 million visitors from all over the world. What else can visitors expect? In addition to luxury hotels and impressive apartment buildings, Serbia impresses with a fascinating history dating back to prehistoric times.

Belgrade Fortress / Unsplash, Dejan Aleksic

The oldest settlement in Europe – Lepenski Vir – or the Roman city of Viminacium are just a foretaste of the extraordinary discoveries that await tourists. In addition, there is the medieval fortress of Golubac and the mighty fortress of Kalemegdan in the heart of Belgrade.

With the growing interest in cultural tourism and luxury trips beyond the beaten track, Serbia is becoming a new destination for those looking for something unique – unfiltered history, monumental landscapes and the authentic spirit of the Balkans.