Serbia Bets on AI to Transform Tourism: A New Era for Investors, Entrepreneurs, and Citizenship by Merit
TL;DR: Artificial Intelligence (AI) is rapidly redefining the global economy — and Serbia is embracing the wave. As industries worldwide integrate AI into their systems, Serbia has made a bold move to position itself at the forefront of technological transformation. This shift is not just reshaping local business operations but also unlocking new opportunities for foreign investors, expats, and entrepreneurs seeking to participate in Serbia’s digital revolution — and, in some cases, obtain Serbian citizenship by merit.
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Serbia’s Chamber of Commerce recently launched a landmark initiative to bring AI into the heart of the nation’s tourism and hospitality industry. Under this government-backed program, 50 hotels, restaurants, spas, and apartment complexes are receiving support to implement MAIA — the country’s first AI-powered hospitality platform.
The initiative, backed by the Ministry of Economy, provides participating businesses with 50% subsidies on setup and subscription costs, along with consultancy from certified AI experts. The goal is clear: to make Serbian tourism more efficient, data-driven, and globally competitive.
The MAIA platform aims to optimize booking systems, streamline operational costs, and generate new revenue streams across food, wellness, and leisure sectors. In doing so, Serbia is positioning its tourism industry as a model for innovation in the Balkans and beyond.
With applications for participation open until mid-November, the program marks a turning point — signaling Serbia’s commitment to building a sustainable, tech-forward future.
For international investors, Serbia’s AI tourism push offers a timely opportunity. The combination of strong government support, competitive tax rates, and emerging AI infrastructure makes the country one of Europe’s most attractive destinations for innovation-based investments.
Through initiatives such as Serbia Ventures AI, the state is channeling approximately €5 million into AI-oriented startups — a clear sign that the government intends to build long-term capacity in this space.
In addition, Serbia’s corporate tax rate of just 15%, along with potential tax holidays lasting up to 10 years, gives investors substantial financial incentive to establish operations in sectors aligned with national priorities like AI, tourism, and technology.
Foreign entrepreneurs who invest strategically in AI-related ventures — whether through tourism, software, or innovation startups — can also strengthen their case for Serbian citizenship by merit, a route available to individuals who make exceptional contributions to the country’s economy or society.
While tourism is currently in focus, Serbia’s AI ambitions extend far beyond hospitality. The government is preparing to establish a national AI and cyber district within the House of e-Government complex in Belgrade — a hub designed to bring together startups, NGOs, public institutions, and research organizations.
This initiative builds upon Serbia’s already strong ICT (Information and Communications Technology) foundation, which in 2023 alone generated over €3.4 billion in exports. The government plans to invest an additional €7 million into expanding this ecosystem, particularly in areas like cloud software, gaming, and automation.
As a result, foreign investors entering Serbia today aren’t just backing individual businesses — they’re participating in the country’s long-term digital transformation.
For entrepreneurs and digital professionals, Serbia’s AI development opens a path to residency and business ownership without requiring multimillion-euro investments.
Expats who establish AI consulting or integration firms can provide much-needed expertise to local companies that are just beginning to explore digital transformation. Many small and medium-sized enterprises in Serbia lack in-house technical capacity — a gap that foreign entrepreneurs can fill by offering services such as:
AI-driven marketing and customer engagement tools
Process automation and optimization
Demand forecasting and inventory management
Business intelligence and data analytics
These ventures not only contribute to Serbia’s economy but can also serve as a foundation for long-term residency and, over time, potential eligibility for citizenship by merit, particularly when they generate employment, innovation, or public value.
Serbia’s young, tech-savvy population and rapidly modernizing digital infrastructure make it an ideal environment for small startups and foreign innovators seeking a lower-cost, higher-impact base of operations.
The Serbian citizenship by merit pathway allows individuals who make significant contributions to the nation’s development — in fields such as science, technology, business, or culture — to be granted citizenship without going through the standard residency process.
Investors and entrepreneurs contributing to the AI and innovation ecosystem are among those most likely to qualify under this framework. To pursue this route, applicants typically undergo background verification through Serbian authorities and must demonstrate the tangible value of their contribution to the national interest.
For those not seeking citizenship, Serbia’s residency through business formation remains an accessible and practical route — enabling individuals to establish a local company, benefit from favorable tax conditions, and live in one of Europe’s fastest-emerging economies.
Several factors make Serbia uniquely positioned to become a regional leader in AI-driven innovation:
Highly educated workforce: A growing pool of engineers and IT specialists familiar with global AI tools and platforms.
Cost-effective operations: Lower labor and operational costs compared to Western Europe.
Strategic location: Access to both EU and non-EU markets, supported by strong infrastructure links.
Proactive government support: Direct subsidies, grants, and partnerships with the private sector.
Digital-first mindset: Strong cultural shift toward innovation and entrepreneurship among the younger generation.
For investors and entrepreneurs alike, this creates a perfect convergence — an ecosystem where innovation is both encouraged and rewarded.
AI is reshaping Serbia’s economy, and the government’s focus on integrating artificial intelligence into the tourism sector is only the beginning. For investors, it signals a profitable window to enter a growing market backed by state support. For entrepreneurs and expats, it represents a chance to build meaningful ventures while benefiting from Serbia’s low-tax environment and business-friendly climate.
Most importantly, for those seeking citizenship by merit, it provides a legitimate pathway — one that aligns personal innovation with national development.
Serbia is not just welcoming investment. It’s rewarding it.