The Serbian mountain destination welcomed more than 41,000 visitors in May as domestic tourism remained strong and international interest continued to grow.
Zlatibor, one of Serbia’s most popular mountain destinations, recorded more than 111,000 overnight stays in May 2026, extending a period of steady tourism growth.
According to figures cited by the Zlatibor Tourism Organization, 41,549 tourists visited the mountain during May. Between January and May, the destination recorded 193,319 arrivals, an increase of 8% compared with the same period last year.
The number of overnight stays also climbed. Visitors spent a total of 111,380 nights in Zlatibor during May, while the figure for the first five months of the year reached 556,738. That represents an increase of 4.8% from the same period in 2025.
Official Serbian statistics also ranked Zlatibor among the country’s most-visited mountain destinations in May, alongside Kopaonik and Tara. Serbia as a whole recorded approximately 1.2 million tourist overnight stays during the month, up 5.5% year over year.
Domestic Travelers Lead the Growth
Serbian visitors continue to account for most of Zlatibor’s tourism activity.
During the first five months of 2026, domestic travelers generated 391,371 overnight stays, while international visitors accounted for 165,367.
Interest from abroad is also increasing, with many visitors arriving from Bosnia and Herzegovina, Montenegro, Macedonia, China and Russia.
Tourism officials say Zlatibor is attracting not only organized sports teams and camping groups, but also a growing number of independent international travelers seeking outdoor activities, modern accommodations and mountain scenery.
Investment Helps Zlatibor Expand Its Appeal
Local tourism officials said the increase reflects continued investment in infrastructure, that the destination’s summer season would be supported by outdoor recreation, cultural events and expanded tourism infrastructure and they expect visitor numbers to remain strong during the summer.
With tourism numbers continuing to rise, Zlatibor remains Serbia’s leading destination for domestic travelers and one of the country’s strongest regional tourism centers.
