On December 1, 2023, in Sofia, the Tourist Organization Belgrade - TOB, in cooperation with the Embassy of the Republic of Serbia in Sofia, presented the tourism potential of Serbia and Belgrade, with a special emphasis on cultural manifestations and events.

The event was opened by Ambassador Željko Jović, assistant director of TOB, Slobodan Unković, and the owner of one of the largest travel agencies in Bulgaria, "Bohemia", Bajko Bajkov. Ambassador Jović pointed out the importance of cooperation between the Republic of Serbia and the Republic of Bulgaria, especially in the field of tourism, and stated that it is precisely through high-quality and strong ties between the citizens of the two countries, which promote tourism, that overall bilateral relations between of the Republic of Serbia and the Republic of Bulgaria are developing.
Also, Ambassador Jović pointed out that the excellent road infrastructure, the fact that you can get from Belgrade to Sofia (and vice versa) in less than 4 hours, is of great importance in the obviously visible increase in the number of Bulgarian tourists in Serbia. In this regard, he noted that with the strategic determination and efforts of the Government of the Republic of Serbia, and with the support of the President of Serbia, A. Vučić, the Republic of Serbia has built over 400 km of highways and expressways since 2012.

Ambassador Jović expressed his expectations and hope that in the coming period an even greater number of Bulgarian brothers and friends will visit Serbia and come to enjoy good food, music, the beauty of our country and the hospitality of our people.

The promotion of Belgrade in Sofia was joined by the tourist organizations of Niš, Sokobanja and Dimitrovgrad, as well as numerous representatives of hotels and spa centers from Serbia.

After the presentations, the representatives of the tourism business entities of the two countries held individual (B2B) meetings and exchanged information of mutual interest, with the aim of achieving possible future business cooperation. The structure of the companies was primarily from the domain of hotels, catering and spa tourism.