From toasts with slivovitz to the folk melodies echoing in kafanas, passing through the spicy scents of the markets and the rustic elegance of artisanal embroidery, visiting Serbia means diving into an extraordinary mix of cultures, flavors and traditions.
It is a country that surprises not only with its warm hospitality and landscapes still relatively off the beaten path of mass tourism, but also with the variety and affordability of local products.
In an era when travel is increasingly about experience and less about postcard moments, knowing what to buy in Serbia and, even more so, in Belgrade, the city’s most popular destination, becomes an integral part of the adventure.
And no, we’re not just talking about classic tourist souvenirs, but authentic gems that capture the heart of the Balkans: liqueurs, embroidery, ceramics, street food and even fashion items, all often at prices more than affordable.
What to buy in Serbia
Across Serbia, from the north of Vojvodina to the mountainous borders with Macedonia, you’ll find products that would be hard to come by elsewhere. A timeless classic is the slivovitz, the plum rakija (a liqueur, indeed) that accompanies every family celebration or casual toast. This robust and fragrant spirit, often homemade, is so rooted in the local culture that it has become a symbol of national identity. Artisanal versions, bottled in decorated glass or glazed ceramics, are perfect to give as gifts (or to keep jealously in the pantry).
Among the delights to take home is also slatko, a spoon-sweet made from whole fruit immersed in a thick syrup, traditionally offered to guests as a sign of welcome. There are versions in rose, fig, cherry, or blackberry. For those who love to experiment with new flavors, it’s a real gem.
Serbia is also a land of excellent dairy products: hard to resist kajmak, a dense, flavorful, spreadable milk cream, perfect with fresh bread. Some families still produce it according to ancient recipes, selling it in local markets in jars wrapped in cloth. Another delicacy? Mountain cheeses, aged in natural caves, often flavored with wild herbs.
But that’s not all. Fans of handmade objects will find plenty to chew on in Serbian craftsmanship. In villages like Sirogojno or at the markets of smaller towns, traditional embroidery, hand-decorated ceramic dishes and carved wooden items are easy to find. Particularly iconic are the opanak shoes, braided leather peasant footwear that tell centuries of rural life and folk dances. Even if you don’t plan to wear them, they’re an original and symbolic keepsake.
And to finish really beautifully, it’s worth discovering Serbia’s native wines, including Prokupac, a deep, fruity red, or Tamjanika, an aromatic white produced in the Aleksandrovac area. Together with pear or apricot brandies, they are a hidden treasure for those who love to drink well without spending a fortune.
What to buy in Belgrade
Belgrade is a capital city that’s hard to forget. Built on fascinating contrasts, lively at all hours, it alternates Austro-Hungarian elegance of the 19th-century palaces with the artistic energy of its more alternative districts. Even in shopping, the city offers far more than you might imagine. And the best part? The prices, often lower than in other European capitals.
The perfect starting point for shopping is Ulica Knez Mihailova, the main pedestrian artery in the heart of the city. Long, wide, bustling and scenic, it’s lined with historic buildings and hosts an interesting mix of international brands, low-cost chains and local shops. If you’re in town during the sales, both winter and summer, you could score real bargains on designer clothing.
For those seeking a more local experience, Belgrade’s markets are a must. The most famous is certainly Zeleni Venac, a genuine city institution just steps from the center, where dozens of stalls sell fruit, vegetables, spices, honey, cheeses, preserves and takeaway specialties every day. A small tip? Stop for a plate of freshly grilled cevapcici or a portion of sarma, the Balkans’ quintessential comfort food. Some stalls also offer artisanal products, spices in embroidered sachets and homemade spirits, perfect to pack in your luggage.
Those who love bohemian neighborhoods can’t miss Skadarlija, Belgrade’s Montmartre. Between historic taverns and old-time streetlamps, tiny shops hide painted ceramics, city watercolors, small studios where copper jewelry, semiprecious stones or carved wood are handmade, all truly by hand.
Finally, for a modern touch, there are large shopping centers such as Delta City and Galerija Belgrade, genuine urban hubs where fashion, design, gastronomy and entertainment coexist.
Belgrade and Serbia aren’t just destinations to explore: they’re places to savor, smell, touch. And yes, to pack in your suitcase. If you’re after authentic souvenirs and smart buys, this is the right place to return home with a memory that lasts and, why not, with a bottle of rakija to pop open at the first opportunity.
