Kafana Serbia 2026: 35+ Data Points on Market, Tourism & Digital Future
Kafana as Serbia's cultural product in 2026 — RestaurantGuru and Wolt presence, regional distribution, tourist impact, kafanas with Michelin recognition.
Change history (3)
- — EN parity backfill matching SR sibling (bezsajta-blog skill 2026-05-11): inline hero SVG + 2 inline data charts (tourism-growth-vs-europe + meal-price-by-city) + 2 CitationCapsule blocks + H3 sub-structure in sections 1 and 3.
- — Added a Q&A block with 6 questions (FAQPage schema) — number of businesses, average meal price by city, tourism growth, Expo 2027, Michelin 2025, first European kafana 1522.
- — First version — aggregated statistical guide, every figure traceable to Tier 1/2 sources (RZS, Eurostat, PKS, NBS, Wolt, Statista, BrightLocal).
Serbia hosts 40,700 active hospitality businesses employing 78,200 workers in food and beverage alone (PKS, Tourism Association, 2025). The sector grew 8.8% in real terms in 2023 and 8.3% in 2024 (RZS, Economic Trends). Serbia recorded 116% growth in foreign tourist numbers compared to 2019 — the highest rate in all of Europe per the European Travel Commission (MTO, 2024). Belgrade’s Skadarlija alone generates a third of Belgrade’s foreign-currency tourism revenue.
Data here comes from the Statistical Office of the Republic of Serbia (RZS), the Chamber of Commerce of Serbia (PKS), the Ministry of Tourism, the Michelin Guide, and dozens of other sources. This summary is part of free research resources for kafana owners available at bezsajta.rs/en/blog/.
Key findings
- 40,700 active hospitality businesses in Serbia in 2025: 8,200 corporations and 32,500 sole proprietors (PKS, Tourism Association 2025).
- The food and beverage sector employs 78,200 workers in 2025, up from 76,600 in 2023 (PKS, 2025).
- Tourism overall employs 113,600 workers, or 4.9% of total employment in Serbia (PKS, 2025).
- Real growth in the hospitality sector: 8.8% in 2023 and 8.3% in 2024 (RZS, Economic Trends 2023 and 2024).
- Gross value added of the food and beverage sector: €972.2 million in 2024 — 54.8% of total tourism GVA (PKS, 2025).
- Serbia recorded 116% growth in foreign tourists vs. 2019, ranked #1 in Europe (MTO / European Travel Commission, 2024).
- The Michelin Guide Serbia 2025 covers 23 restaurants; two newly starred are Langouste (Belgrade) and Fleur de Sel (Novi Slankamen) (Michelin, 2025).
- Restaurant prices were 12.9% higher in August 2024 vs. August 2023 (RZS, Serbian Monitor 2024).
- Average meal in Belgrade: 2,500–3,000 RSD per person; in Niš: ~2,000 RSD (Mondo, October 2024).
- The first kafana in Europe opened in Belgrade in 1522 — more than 130 years before the first London coffeehouse (Wikipedia Kafana; Serbia.com).
- Expo 2027 in Belgrade brings investment of €1.29 billion and projected 4+ million visitors (Expo Belgrade 2027).
1. Market size and growth
Real growth of 8.8% in 2023 and 8.3% in 2024 placed hospitality among the fastest-growing sectors of the Serbian economy in that period. Gross value added of €972.2 million represents 54.8% of total tourism GVA, while tourism overall generates 19% of Serbia’s services exports. Growth slowed to 1.5% in 2025, still positive but closer to the broader economy.
GVA, tourism GVA share, and services-export share
Food and beverage GVA of €972.2 million is 54.8% of total tourism GVA in Serbia (PKS, 2025). Tourism overall accounts for 19% of Serbia’s services exports, ranking in the top three categories alongside IT and transport.
Growth trajectory 2023–2025
The sector grew 8.8% in real terms in 2023 and 8.3% in 2024, against Serbia’s overall GDP growth of 3.9% in 2024. Growth moderated to 1.5% in 2025.
Foreign-currency revenue and Europe’s growth ranking
Foreign-currency revenue from tourism reached €2.525 billion in the first 11 months of 2024 (+9% YoY, +96% vs. 2019). Serbia’s +116% growth in foreign tourist arrivals vs. 2019 ranks first across all of Europe, above regional neighbors and the EU average.
| Metric | Value | Source |
|---|---|---|
| Real growth, hospitality sector, 2023 | +8.8% | RZS, Economic Trends 2023 |
| Real growth, hospitality sector, 2024 | +8.3% | RZS, Economic Trends 2024 |
| Real growth, hospitality sector, 2025 | +1.5% | RZS, Economic Trends 2025 |
| GVA of food & beverage sector, 2024 | €972.2M (54.8% of tourism GVA) | PKS, Tourism Association 2025 |
| Total tourism GVA, 2024–2025 | ~€1.8B (2.5% of Serbia’s total GVA) | PKS, Tourism Association 2025 |
| Tourism revenue, first 11M 2024 | €2.525B (+9% vs. 2023; +96% vs. 2019) | TOS / Ministry of Tourism 2025 |
| Tourism as % of total services exports | 19.0% | PKS, Tourism Association 2025 |
Source: RZS — Economic Trends in Serbia 2024
2. Half a millennium: history and cultural heritage
The first kafana in Europe opened in Belgrade in 1522 during Ottoman rule, more than 130 years before the first London coffeehouse (1652). The kafana “Znak Pitanja” (Question Mark), founded in 1823 and still active today, holds protected cultural heritage status. Belgrade’s Skadarlija generates a third of Belgrade’s foreign-currency tourism revenue and ranks as the second most-visited tourist site in the city, behind only Kalemegdan. Kafanas remain live commercial venues operating in every Serbian city, not museum exhibits.
| Metric | Value | Source |
|---|---|---|
| First kafana in Europe | Belgrade, 1522 | Wikipedia Kafana; Serbia.com |
| Oldest continuously operating kafana | Znak Pitanja, Belgrade, since 1823 | Wikipedia Kafana |
| Skadarlija: share of Belgrade’s foreign-currency tourism | ~1/3 of total foreign-currency tourism revenue | Wikipedia Tourism in Serbia / RZS |
| Skadarlija: visit ranking | #2 tourist attraction in Belgrade (after Kalemegdan) | Wikipedia Tourism in Serbia |
| Registered rural tourism households, 2024 | 1,200 (+71% during 2024) | Ministry of Tourism, 2024 |
3. Employment and workforce
With 78,200 workers in food and beverage and 113,600 across all of tourism, hospitality represents 4.9% of total Serbian employment (PKS, 2025). Headcount rose from 76,600 in 2023 to 78,200 in 2025. Even so, 32.2% of accommodation and food companies report a serious worker shortage — one of the highest rates across all economic sectors per the Chamber of Commerce survey. Kafanas in Niš, Kragujevac, and Novi Sad have the hardest time filling cook and waiter positions, particularly in summer.
Employment structure within tourism
Of 113,600 total tourism workers, 78,200 (~69%) work in food and beverage. Accommodation, agencies, and supporting services together account for less than a third of sector headcount. Kafanas and restaurants are the operational core of Serbia’s tourism economy.
Headcount growth 2023→2025
The food and beverage sector added 1,600 workers in two years (76,600 to 78,200), roughly 2% annual growth. With 32.2% of companies reporting a serious shortage, kafanas are filling only a fraction of open positions; the structural gap remains.
Worker shortage as Expo 2027 risk
Cooks, waiters, and hostesses are all in short supply. For Expo 2027 with 4 million expected visitors over 93 days, that gap is the largest operational risk for any kafana counting on seasonal revenue. Owners who add a digital booking system, delivery presence, and an integrated kitchen station reduce how many staff they need per table.
| Metric | Value | Source |
|---|---|---|
| Employed in food & beverage, 2025 | 78,200 | PKS, Tourism Association 2025 |
| Employed in tourism overall, 2025 | 113,600 (4.9% of total employment) | PKS, Tourism Association 2025 |
| Employed in food & beverage, 2023 | 76,600 | PKS, Tourism Association 2023 |
| Companies with serious worker shortage (hospitality) | 32.2% | PKS employer survey, G-Hiring May 2024 |
| Worker loss during COVID (2020 vs. 2019) | ~9,000 | Statista / UN Tourism 2022 |
Source: Chamber of Commerce of Serbia — Tourism Association
4. Michelin recognizes the Serbian kafana
The Michelin Guide Serbia 2025 covers 23 restaurants, with two newly starred — Langouste (Belgrade) and Fleur de Sel (Novi Slankamen) — making Serbia one of the few Balkan destinations on the global gastronomic map. The Bib Gourmand mark (2025 winners: Istok and Iva New Balkan Cuisine, both Belgrade) recognizes accessible quality, the same territory the traditional kafana occupies. The Michelin coverage raises Serbia’s gastronomic profile, from which unstarred kafanas in Novi Sad, Niš, and Kragujevac gain tourist interest at no direct cost. Klub Književnika in Belgrade, active for decades, appeared in earlier selections as a representative of kafana-cuisine continuity.
| Metric | Value | Source |
|---|---|---|
| Restaurants in Michelin Guide Serbia 2025 | 23 | Michelin Guide Serbia 2025 |
| Newly Michelin-starred, 2025 | 2 (Langouste, Belgrade; Fleur de Sel, Novi Slankamen) | Michelin Guide Serbia 2025 |
| New Bib Gourmand winners, 2025 | 2 (Istok; Iva New Balkan Cuisine, both Belgrade) | Michelin Guide Serbia 2025 |
| Restaurants in Michelin Guide Serbia 2024 | 22 | Michelin Guide Belgrade 2024 |
Source: Michelin Guide — Serbia 2025
5. Prices, tourism, and consumer habits
Serbia received 4.43 million tourists in 2024, of which 2.38 million were foreign. Foreign-currency tourism revenue reached €2.525 billion in the first 11 months of 2024 — up 9% year-over-year and 96% vs. 2019 (TOS / Ministry of Tourism). Hospitality service prices rose 12.9% in August 2024 vs. August 2023, and non-alcoholic beverages cost 13.2% more. Meal prices vary by city: Belgrade runs 2,500–3,000 RSD per person, Novi Sad about 2,500 RSD, Kragujevac about 2,100 RSD, and Niš about 2,000 RSD.
| Metric | Value | Source |
|---|---|---|
| Total tourists in Serbia, 2024 | 4.43M (2.05M domestic + 2.38M foreign) | RZS / Wikipedia Tourism in Serbia, 2024 |
| Foreign-currency tourism revenue, first 11M 2024 | €2.525B (+9% vs. 2023; +96% vs. 2019) | TOS / Ministry of Tourism 2025 |
| Foreign tourist growth, 2024 | +116% vs. 2019 (#1 in Europe) | MTO / European Travel Commission 2024 |
| Hospitality price growth, Aug 2024 | +12.9% (vs. Aug 2023) | RZS, Serbian Monitor 2024 |
| Non-alcoholic beverage price growth, Aug 2024 | +13.2% (vs. Aug 2023) | RZS, Serbian Monitor 2024 |
| Hospitality price growth, Jun 2025 | +9.2% (vs. Jun 2024) | RZS, Serbian Monitor 2025 |
| Average meal/person, Belgrade | 2,500–3,000 RSD | Mondo research, October 2024 |
| Average meal/person, Novi Sad | ~2,500 RSD | Mondo research, October 2024 |
| Average meal/person, Kragujevac | ~2,100 RSD | Mondo research, October 2024 |
| Average meal/person, Niš | ~2,000 RSD | Mondo research, October 2024 |
Source: Ministry of Tourism — Serbia’s Tourism Boom 2024
6. Digital gap and the Expo 2027 opportunity
Expo 2027 in Belgrade (May–August 2027) brings investment of €1.29 billion and projected 4+ million visitors over 93 days — hospitality receives the bulk of that spending (Expo Belgrade 2027). Serbia’s online food delivery market is estimated at $110.7 million in 2024, projected to reach $156 million by 2029 at a 7.1% CAGR (Statista Market Forecast). Wolt entered the Serbian market in 2019. RZS’s 2024 ICT survey shows 85% of businesses with 10+ employees own a website, but the survey excludes micro-entrepreneurs — the category that covers the vast majority of kafanas. Kafanas without a website or delivery platform presence enter the Expo 2027 season behind competitors who have both.
Kafana owners who want to close the digital gap before 2027 can learn more at bezsajta.rs/en or contact the team directly at bezsajta.rs/en/contact.
| Metric | Value | Source |
|---|---|---|
| Businesses with 10+ employees that have a website, 2024 | 85% | RZS, Annual ICT Survey 2024 |
| Online food delivery market, Serbia, 2024 (forecast) | $110.7M | Statista Market Forecast 2024 |
| Online delivery projection, 2029 | $156M (CAGR 7.1%) | Statista Market Forecast 2024 |
| Expo 2027 Belgrade — projected visitors | 4+ million (93 days) | Expo Belgrade 2027 |
| Expo 2027 Belgrade — investment value | €1.29B | Expo Belgrade 2027 |
Source: Expo Belgrade 2027 — Facts and Figures
Numbers summary
| Metric | Value | Source |
|---|---|---|
| Active hospitality businesses in Serbia, 2025 | 40,700 | PKS, 2025 |
| Employed in food & beverage, 2025 | 78,200 | PKS, 2025 |
| Employed in tourism overall, 2025 | 113,600 (4.9% of employment) | PKS, 2025 |
| Real growth, hospitality, 2023 | +8.8% | RZS, 2023 |
| Real growth, hospitality, 2024 | +8.3% | RZS, 2024 |
| Real growth, hospitality, 2025 | +1.5% | RZS, 2025 |
| GVA of food & beverage, 2024 | €972.2M | PKS, 2025 |
| Tourism revenue, first 11M 2024 | €2.525B (+9% vs. 2023) | TOS / MTO, 2025 |
| Foreign tourist growth vs. 2019 | +116% (#1 in Europe) | MTO / ETC, 2024 |
| Total tourists, 2024 | 4.43M | RZS / Wikipedia, 2024 |
| First kafana in Europe (Belgrade) | 1522 | Wikipedia Kafana |
| Oldest active kafana (Znak Pitanja) | since 1823 | Wikipedia Kafana |
| Restaurants in Michelin Guide Serbia 2025 | 23 | Michelin, 2025 |
| Newly Michelin-starred, 2025 | 2 (Langouste; Fleur de Sel) | Michelin, 2025 |
| Hospitality price growth, Aug 2024 | +12.9% | RZS / Serbian Monitor, 2024 |
| Hospitality price growth, Jun 2025 | +9.2% | RZS / Serbian Monitor, 2025 |
| Average meal/person, Belgrade | 2,500–3,000 RSD | Mondo, October 2024 |
| Average meal/person, Niš | ~2,000 RSD | Mondo, October 2024 |
| Companies with worker shortage (hospitality) | 32.2% | PKS / G-Hiring, 2024 |
| Online food delivery market, 2024 (forecast) | $110.7M | Statista, 2024 |
Methodology and sources
- Statistical Office of the Republic of Serbia (RZS) — Economic Trends 2024
- Statistical Office of the Republic of Serbia (RZS) — Economic Trends 2025
- Statistical Office of the Republic of Serbia (RZS) — Economic Trends 2023
- Statistical Office of the Republic of Serbia (RZS) — Annual ICT Survey 2024
- Chamber of Commerce of Serbia (PKS) — Tourism Association
- Tourism Organization of Serbia (TOS) / Ministry of Tourism — Serbia’s Tourism Boom 2024
- Michelin Guide — Serbia 2025
- Michelin Guide — Belgrade 2024
- Serbian Monitor — Hospitality service prices 2024–2025
- Mondo — Restaurant prices by Serbian city, October 2024
- Naša Mesta — Record number of foreign guests in Serbia 2024
- Statista — Online Food Delivery Serbia Market Forecast 2024–2029
- Expo Belgrade 2027 — Facts and Figures
- Wikipedia — Kafana
- Wikipedia — Tourism in Serbia
- Serbia.com — Kafana: center of Serbian life
- G-Hiring — Worker shortage in Serbia, May 2024
- ReportLinker — Serbia Hospitality Industry Outlook 2024–2028
Last updated: April 2026. We update this page quarterly.