WTA Chair ZHANG Xu Meets with CEO of National Tourism Organization of Serbia

In response to an invitation from the National Tourism Organization of Serbia, Mr. ZHANG Xu, Chair of the World Tourism Alliance (WTA), visited Serbia from July 6 to July 9, 2024. On July 8, Mr. ZHANG met with Ms. Marija Labović, CEO of the National Tourism Organization of Serbia, to discuss the future of tourism cooperation between China and Serbia.

Mr. ZHANG Xu highlighted the deep-rooted friendship and fruitful cooperation between China and Serbia in various fields. He recalled the state visit by President XI Jinping to Serbia in May, during which President XI and President Aleksandar Vucic signed a joint statement on deepening and enhancing the China-Serbia comprehensive strategic partnership and building a community of shared future in the new era. The WTA is committed to working closely with the National Tourism Organization of Serbia to promote tourism exchanges and cooperation, implementing the consensus between the leaders and strengthening the comprehensive strategic partnership between China and Serbia. Mr. ZHANG also introduced the current status of the WTA, noting the absence of Serbian members within the alliance. He extended an invitation to the National Tourism Organization of Serbia and other capable Serbian tourism enterprises, associations, and destinations to join the WTA.

Ms. Labović expressed pride in the strong friendship between Serbia and China. She emphasized the National Tourism Organization of Serbia’s high regard for the Chinese market, noting the significant growth in Chinese visitors to Serbia in recent years. In 2023, Chinese tourists accounted for 20% of all international visitors to Serbia, a figure expected to grow further in 2024. The National Tourism Organization of Serbia participates in Chinese tourism exhibitions and organizes roadshows and online promotions annually. Ms. Labović expressed keen interest in enhancing cooperation with the WTA and Chinese tourism partners to promote bilateral tourist exchanges. She welcomed Mr. Zhang’s invitation to join the WTA and committed to recommending the alliance to more Serbian tourism businesses.

Mr. LIU Shijun, WTA Vice Chair and Secretary-General, and TANG Dasheng, Counselor for Cultural Affairs at the Chinese Embassy in Serbia, were present at the meeting. Mr. ZHANG also visited the National Museum of Serbia and exchanged views with Ms. Bojana Borić Brešković, Director of the National Museum of Serbia and Vice Chairman of the Executive Council of The International Alliance of Museums of the Silk Road (IAMS), on topics like the relationship between cultural heritage preservation and tourism development.