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Serbia: Doing business & staying in touch
Doing business in Serbia
Business culture in Serbia tends to combine formality in initial meetings with a more relaxed and personal approach once relationships have been established. Trust and personal rapport are valued, and business discussions often begin with informal conversation before moving to the main subject. Direct communication is common, though politeness and diplomacy remain important.
A firm handshake with eye contact is the standard greeting in professional settings. Titles and surnames are generally used during first meetings, particularly in more traditional industries or when meeting senior figures. Business cards are commonly exchanged, though the process is usually less formal than in some other parts of Europe.
Punctuality is expected for business meetings, especially in larger companies and international organisations, though meetings may occasionally begin slightly later than scheduled. Dress tends to be smart and conservative in corporate settings, particularly in Belgrade.
Business entertaining often takes place over long lunches, dinners or coffee, which play an important role in relationship-building. Hospitality is taken seriously, and refusing food or drink repeatedly may be viewed as impolite. Decision-making can sometimes be slower than expected, particularly in state-related sectors, where hierarchy and administrative procedures remain influential.
Serbia has one of the largest economies in the western Balkans, with industry, services, agriculture and manufacturing all playing important roles. Since the 2000s, the country has undergone significant economic restructuring following the collapse of Yugoslavia, international sanctions during the 1990s and the transition from a socialist to a market-based economy.
Manufacturing remains an important sector, particularly in the automotive, machinery, electronics and food-processing industries. Foreign investment has increased in recent years, especially from European Union countries and China, with industrial zones around Belgrade, Novi Sad and Kragujevac attracting international companies. Agriculture also remains significant, particularly in the fertile plains of Vojvodina, which produce wheat, maize, sunflower oil, sugar beet and fruit.
The services sector now accounts for the largest share of the economy, with Belgrade developing into a regional centre for information technology, finance and business services. Tourism has also grown steadily, driven by Belgrade’s nightlife, festivals, river cruises and the increasing popularity of Serbia’s mountain and spa regions.
Serbia maintains strong economic ties with the European Union, which is its largest trading partner, while also maintaining close relations with Russia and China. Although economic growth has improved infrastructure and living standards in many areas, regional disparities remain, and wages are generally lower than in Western Europe. Inflation and emigration of skilled workers continue to present economic challenges.
Automobiles and automotive components, machinery and electrical equipment, and agricultural products.
Machinery and transport equipment, petroleum and natural gas, chemicals, pharmaceuticals, and electronics.
Keeping in Touch in Serbia
Mobile phone coverage in Serbia is generally good across cities, towns and the main transport routes. Coverage is strongest in Belgrade, Novi Sad and other urban areas, while most rural regions also have a reliable signal, though some mountainous areas may experience weaker reception.
The main mobile network operators are Telekom Srbija (mts), Yettel and A1 Serbia. Prepaid SIM cards are widely available at airports, mobile phone shops, kiosks and supermarkets, and are relatively inexpensive by European standards. A passport may be required for SIM card registration.
EU roaming rules do not fully apply in Serbia, as the country is not part of the European Union. Visitors using foreign SIM cards should check roaming charges carefully before travel, particularly for mobile data usage.
Wi-Fi is widely available in hotels, cafés, restaurants and shopping centres throughout Serbia, particularly in Belgrade and Novi Sad. Connection speeds are generally good in urban areas and are usually sufficient for video calls, streaming and remote work.
Many cafés and restaurants offer free Wi-Fi to customers, and internet access is considered relatively affordable by European standards. Larger hotels and modern apartments typically provide reliable wireless internet, though speeds may vary in older buildings or rural accommodations.
Public Wi-Fi networks are available in parts of Belgrade and some other cities, including certain parks, squares and transport hubs. As with any public network, caution is advisable when accessing sensitive information or online banking.
Internet access in remote mountain regions and smaller rural villages may be less reliable, though mobile data coverage is generally good across much of the country.
Serbia has a diverse and active media landscape consisting of television, radio, print and digital outlets. Television remains an important source of news and entertainment, with major national broadcasters including Radio Television of Serbia (RTS), the public broadcaster, along with several commercial stations.
Newspapers and online news portals are widely read, particularly in urban areas. Major daily newspapers include Politika, Blic, and Večernje novosti, while digital and social media platforms are increasingly important for younger generations in accessing news and current affairs.
International television channels are widely available through cable and satellite services in hotels and private accommodations. Foreign publications can be found in larger cities, though availability may be limited outside Belgrade and Novi Sad.
Serbia generally has a lively and outspoken media environment, though media freedom organisations have expressed concerns regarding political influence, ownership concentration and pressure on some journalists and independent outlets.
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