Analysis of the Impact of the COVID-19 Pandemic on Tourism Demand in the Republic of Serbia – Challenges and Opportunities

The COVID-19 influenced crisis represents an unprecedented event to which all sectors of the economy are exposed to a greater or lesser extent. The sectors most affected were those whose business performance was determined by interpersonal interactions (face-to-face) and those directly exposed to government restrictions. Extensive measures of social distancing and travel restrictions have had a devastating impact on the tourism industry, which is estimated to be one of the most vulnerable, vital sectors globally. The ongoing epidemiological situation has radically transformed the existing patterns of supply and demand for tourist services. Consequently, the focus of crisis marketing strategies aimed at recovering the sector is the promotion of tourism in the national context, priority is given to safety and security, while the tone of marketing messages is adapted to the “new normal” with more emphasis on solidarity and empathy. The high share of the tourism sector in global GDP and multimillion loss of jobs in the tourism industry worldwide indicate the continuing demand for new solutions and sectoral recovery strategies, both on local and regional and global levels. Considering the actuality and relevance of the studied issues, the subject of this paper is the analysis of tourism demand in the Republic of Serbia in the period of 2019 M1 - 2021 M8. The paper aims to provide a deeper insight into the fundamental transformational impacts and changes in the structure of demand for tourist services in the Republic of Serbia caused by the outbreak and declaration of a global pandemic. As expected, the research results indicate a change in the structure of demand in favor of domestic tourists and, consequently, an increase in demand for mountain and spa facilities. In addition, the research identifies the need and potential for the introduction of innovations in the Serbian tourism sector while at the same time strengthening the digital competencies of employees and visitors. Finally, the paper confirms that the COVID-19 pandemic represents a turning point in the development of the tourism industry, opening the possibility of redefining priorities and respecting the principles of sustainable development through the environmental and socio-economic dimensions