It is often said that Serbia is facing a serious emigration problem that needs to be solved strategically. These views are supported by the data that the Global Competitiveness Index 2018–2019 ranked Serbia 134th out of 137 countries in the context of its ability to retain talent or prevent a “brain drain”, as well as the impression that many sectors in Serbia are affected by the trend of increased emigration of qualified workers such as nurses, bus and truck drivers, and highly educated experts of various profiles, primarily doctors and engineers. It is concluded that better working conditions and prospects for career development offered in developed countries, especially in the EU, are the strongest motivating factors for emigration.