This matrix ranks the twelve most relevant source markets for Serbian inbound tourism by a composite priority score. The score combines arrival volume, Q1 2025 growth trend, average spend per trip, content gap on serbian.travel, and flight accessibility to Belgrade.
Arrival figures are drawn from the Statistical Office of the Republic of Serbia (SORS UT10 January–October 2024 release), full-year 2024 confirmed figures where available, and ETC Q1 2025 indices. Spend figures use US ITA Outbound Travelers Characteristics 2024 and CBI European Outbound Tourism trade statistics. Content gap reflects an audit of all 101 published English pages on serbian.travel — no market-targeted landing page currently exists.
The data is downloadable below as an editable spreadsheet with live formulas, or as a flat CSV.
| Rank | Country | Arrivals 2024 | Q1 2025 YoY | Avg Spend / Trip | Direct Flight | Site Pages | Priority Score |
|---|---|---|---|---|---|---|---|
| 1 | United States | 167,500 | -0.8% | $1,907 | Yes | 0 | 8.93 |
| 2 | Germany | 130,485 | -1.0% | $1,426 | Yes | 0 | 8.04 |
| 3 | Australia | 58,500 | +16.3% | $1,600 | No | 0 | 7.19 |
| 4 | Canada | 45,000 | +7.8% | $1,780 | No | 0 | 6.74 |
| 5 | France | 102,500 | -16.7% | $1,521 | Yes | 0 | 6.65 |
| 6 | Netherlands | 88,000 | -5.1% | $853 | Yes | 0 | 6.49 |
| 7 | United Kingdom | 115,000 | -18.0% | $1,070 | Yes | 0 | 6.40 |
| 8 | Spain | 60,500 | -21.6% | $2,082 | Yes | 0 | 6.31 |
| 9 | Austria | 112,000 | -16.8% | $941 | Yes | 0 | 6.24 |
| 10 | Italy | 52,182 | 0.0% | $1,029 | Yes | 0 | 6.22 |
| 11 | Switzerland | 84,500 | -16.9% | $1,138 | Yes | 0 | 5.96 |
| 12 | Belgium | 27,500 | +21.2% | $850 | Yes | 0 | 5.82 |
| 1 | United States | EXPO 2027 driver; highest spend per trip; Air Serbia direct from JFK and ORD. |
| 2 | Germany | Top EU source market; 12 direct routes to BEG; no explicit market pages on site. |
| 3 | Australia | Fastest growth in the set; strong diaspora base; long-haul connect via VIE or DXB. |
| 4 | Canada | Steady growth; diaspora-driven; connects via Frankfurt, Zurich, or Vienna. |
| 5 | France | High spend per trip; six French airports serve BEG; under-developed on the site. |
| 6 | Netherlands | Most resilient Q1 figure in continental Europe; AMS and EIN routes; zero pages. |
| 7 | United Kingdom | Wizz Air capacity pullback hit Q1; LHR and LTN routes remain; rebound expected. |
| 8 | Spain | Highest spend per trip in the set; small base; six Spanish airports serve BEG. |
| 9 | Austria | Strong diaspora; 35 weekly VIE flights; DACH adjacency. |
| 10 | Italy | Eleven Italian airports serve BEG — most connectivity in the set; flat trend. |
| 11 | Switzerland | Diaspora-heavy market; ZRH is consistently a top-two route into BEG. |
| 12 | Belgium | Highest growth percentage in the set; small base; EU institutions diaspora. |
Priority Score = 0.30 × Volume + 0.25 × Growth + 0.20 × Spend + 0.15 × Content Gap + 0.10 × Flight Access. All five inputs are normalised to a 0–10 scale.
Download the full matrix as an editable spreadsheet with live formulas across 17 columns including all sub-scores.
Plain CSV version of the ranked matrix without sub-scores: serbia-tourism-market-opportunity-matrix.csv.