Serbia is poised to be the world's top European destination. It will do it without the things tourists are trained to want, because the world is about to change its mind about travel.
Cheap flights and growing economies have created a massive populace of new tourists. The industry which funnels them into the world is based on creating inflated expectations.
Think about how much fun you'll have on your 5 day tour through Europe!
This paradigm is good at making money, but terrible at providing what we deeply crave: connection. Expectations ultimately let you down. Things are never as rosy as imagined, or as glossy as their marketing. The romance of Paris will evaporate when a local is rude to you, the "cultural experience" in Vienna will sour when you notice the only Austrians in the room are being paid, and Stonehenge won't provide the wonderment you hoped to feel because you were quickly marched around it by a person holding a mini flag.
This disappointment will lead this new populace to the same conclusion most travelers eventually reach: Travel is better without expectations. A destination is more impactful when it's allowed to define itself.
Enter Serbia: a country with a minuscule presence in the travel market. You probably know nothing about this destination. Perfect! Come without reading a single article. What a treat to open a destination like a Christmas present, with no idea what's inside that big box.
Serbia has dodged the mainstream trap because it doesn't have many marketable checkboxes. There is no Everest, no Vatican, and no Eiffel Tower. It has a subtle charm and beauty which can't be easily defined in a tourist brochure. It's simply genuine, open, and honest. What that means to you will have to be defined through direct experience.
When today's multitude of new tourists mature they will desire a deeper level of travel. Serbia is ready to provide.
I'm Jonathan Legg
The road has been my greatest teacher.. challenging stagnant beliefs, disarming prejudices, and developing understanding of others. I hope the content on this blog will bring a sliver of that juju to you.