Under the EU DEPLOYTOUR initiative, Serbia has been awarded EUR 4.2 million for the digitalisation of tourism destinations in 2026.
The Republic of Serbia has been approved as a beneficiary of the European DEPLOYTOUR programme, with a total of EUR 4.2 million earmarked for the digital transformation of the tourism sector during 2026 and 2027.
The funds will be allocated across three priority areas: development of a unified national tourism platform and open destination data, installation of smart sensors and QR check-in systems at 120 cultural heritage sites, and training of small and medium-sized enterprises in digital marketing and visitor analytics.
The DEPLOYTOUR programme was launched in 2024 as part of the European strategy for sustainable and smart tourism. Serbia is among the first Western Balkan countries to receive direct financial support from this instrument. Implementation begins in the third quarter of 2026.
The Ministry of Tourism will publish an open call for partners from the private sector and local tourism organisations in the coming months, with applications closing at the end of June.