According to the new 2026 EU Tourism Observatory report, Serbia has moved from 19th to 14th place in the regional smart tourism index.
The EU Tourism Observatory has published its annual report on the state of smart tourism across 27 countries in South-East and Central Europe. Serbia is ranked 14th overall, an improvement of five positions compared with 2025.
Serbia received its best scores in the categories of digital accessibility of tourism information (mobile apps, open data, online bookings) and development of cultural offerings (UNESCO sites, events, gastronomy). The weakest result was recorded in the areas of sustainable mobility and reduction of the tourism sector carbon footprint.
The report highlights digital cultural site passport projects, the network of tourism info centres with multimedia content, and the development of eSIM offerings for foreign visitors as examples of good practice.
The regional leader remains Slovenia (3rd in Europe), with Croatia ranked 9th. The full report with methodology is available on the EU Tourism Observatory website.