I REGION I EUROPE I
I REGION I EUROPE I Europe, the world's top tourism destination in 2023 700.4 million international tourist arrivals to Europe in 2023 Europe accounted for 54.5% of all international tourist arrivals in 2023 according to UN Tourism. The continent welcomed 700.4 million foreign arrivals, only 5.7% below the numbers of 2019. Within the continent, Southern/Mediterranean Europe had the largest share of international travellers with 307.4 million arrivals. Southern Europe was the best performer within the continent, surpassing 2019 numbers by 1.1%. Western Europe followed at only 2.9% below pre-pandemic levels. UN Tourism indicates that several European countries surpassed 2019 levels in January-November 2023, with Albania at 49% more, Andorra at 31% higher, Iceland and Serbia at 15% higher, Portugal at 11% higher, Turkey 49% The top performer is Albania with 49% more arrivals than in 2019 at 7% higher, Greece at 4% higher (through October) and Spain at 1% higher. France virtually recovered its 2019 levels last year Eight halls dedicated to Europe at ITB Berlin 2024 Europe is present in 8 halls at ITB Berlin 2024, reflecting the popularity of the continent as a tourist destination. In Hall 8.2, the focus is on Cultural Tourism and Belgium. Eastern Europe is in Halls 10.2 and 11.2, while Hall 18 welcomes the UK, Ireland, Scandinavia, the Baltic States and Ukraine. German-speaking countries as well as Slovenia are centralised in hub27 this year. Germany is represented by the German National Tourist Board and almost all the federal States. Hall 1.1 features Mediterranean countries such as Greece, Cyprus, Albania and Italy. In Hall 1.2 visitors can find Malta, Croatia, Kosovo and Bosnia while the Spanish tourism industry is also making a strong showing in Hall 2.1. Finally, Turkey and Bulgaria can be found in Hall 3.2 Serbian tourism expected to take a "quantum leap" with EXPO 2027 ITB Berlin News spoke with Marija Labovic, Acting Director of the National Tourism Organisation of Serbia, about how the country's tourism efforts are paying off and Serbia's preparations for EXPO 2027. How did Serbia's tourism sector perform in 2023 and what are your expectations for 2024? 2023 was one a record year for Serbian tourism and it is important to note that we had already overcome the impact of the pandemic in 2022. The efforts of Serbia as a tourist destination and its whole tourism industry to expand its markets, increase quality, and promote Serbia in line with the latest trends, as well as new flights and airline partnerships, have paid off. We have big expectations for 2024, and believe we are already heading towards another record year. What sectors is Serbia's travel and tourism industry investing in for the future? Tourism in Serbia is looking towards an increase in accessibility with massive investments in road and rail infrastructures, as well as the newly refurbished and expanded Belgrade airport, and an increased number of flights to the airports in Nis and Kraljevo. We are also seeing big investments in the hotel industry, not only in Belgrade but throughout Serbia. With Belgrade set to host EXPO 2027, could you elaborate on the significance of the event for Serbia's tourism industry? EXPO 2027 will be held in Belgrade from 15 May to 15 August 2027, and it will be the biggest event that Serbia has ever hosted. Under the umbrella of EXPO 2027, Serbia is expected to take a quantum leap when it comes to the economy, tourism, and infrastructure. We expect that EXPO 2027 will further boost the positioning of Serbia as a tourist destination Hall 1.1 / Stand 122 ITB BERLIN NEWS • THURSDAY 7 TH MARCH 2024 17
