The Serbian hospitality sector in 2026
Serbian hospitality spans international and boutique hotel groups (Hyatt Regency Belgrade, Radisson Collection, Crowne Plaza, Holiday Inn, Square Nine, Saint Ten, Mama Shelter, Falkensteiner, Hilton Belgrade, Sheraton Novi Sad, Mona Hotel Zlatibor, Hotel Moskva, Bristol Hotel, Palas Hotel), resort and spa operators (Vrnjačka Banja spa cluster, Kopaonik resort cluster, Zlatibor resort cluster, Soko Banja cluster, Prolom Banja, Ribarska Banja), and the restaurant and bar groups (traditional kafanas, modern restaurants, the bakery and confectionery chain). Zlatibor, Kopaonik, Vrnjačka Banja and Belgrade's central hotel district anchor the major leisure and conference volume.
Merch programmes for hospitality split into four recurring workstreams. The first is in-room kits — branded slippers, robes, vanity sets, water bottles, tea-and-coffee kits, branded stationery, branded matches — produced in small luxury B2B runs that hold in the housekeeping warehouse at the property. The second is F&B packaging — branded paper cups, napkins, cutlery sleeves, takeaway boxes, branded confectionery, branded wine and rakija bottles for the hotel's signature programme.
The third is staff uniforms — branded aprons, polos, button shirts, jackets, name tags, lanyards — produced to the property's colour set, visual identity, and Pantone. The fourth is conference and spa packages — branded conference kits for hosted business conferences at the property's event venue, branded spa kits for the wellness centre, branded gift boxes for the property's shop-front.