Aleksandar Seničić, Director of YUTA, together with his associates, has begun developing a digital platform that will, for the first time, bring together the entire tourism offer of Serbia – from accommodation to excursions, transport and services that visitors to the country might require.
A formal presentation was held in Belgrade of an innovative digital platform designed to improve the travel experience and consolidate the most important services travellers need in one place. The vision of developing a regional “travel-tech” ecosystem was also presented, linking tourism, financial services, assistance, and traveller safety.
Many will ask what is new about this, given that world-renowned services and online platforms already provide booking, reservation and payment services for short and long holidays around the world.
Around 6,000 Serbian households will initially be included in the unified offer, but only those registered and categorised under national legislation, he emphasised.
Lakes, mountains, spa resorts, hotels, rivers, excursion sites – in fact, the vast majority of what the country can offer in tourism terms to international, regional, and domestic visitors alike. “We will soon have the first real ‘Booking Serbia’ in a tourism sense – from A to Z. That was exactly my aim: everything in one place. We will complement the current international-facing offer, once completed, with the full tourism offer of Serbia. The plan is to include programmes based on the well-known brochure popular in the country and the region, ‘52 Weekends in Serbia’. We will organise trips to specific destinations with benefits and advance notices. The platform will allow booking and reserving accommodation across Serbia, whether hotels or apartments. This is a huge project we have started, and we are currently in a transitional phase, aiming to begin rolling out the full offer by the end of September,” he said.
The Travelina app can be downloaded from Google Play and the Apple App Store for anyone wishing to test it, as user feedback is considered important. With a single click in the app, users can submit a request for offers to all agencies listed on the platform. It also includes travel health insurance, trip cancellation insurance, as well as roadside assistance and travel support for those using their own vehicles.
(Biznis i Finansije, 12.06.2026)