Venues and sites of interest located in its immediate vicinity are the Sava Centar congress hall, Štark Arena, Ušće Tower, and Gazela Bridge.

In addition to foreign tourists and convention visitors, throughout the 1980s, the luxurious hotel facilities also grew popular with local politicians, celebrities, and sports figures.

In December 1991, the wedding ceremony of the folk music star Lepa Brena and tennis player Slobodan Živojinović was held at the hotel.

In 1990, Beograd InterContinental received next-door competition with the luxurious Hyatt Regency Belgrade being opened in the vicinity and similarly catering to the upscale guests.

Financial growth plummeted to lowest levels, however InterContinental opposed the closure and continued upgrading facilities at their hotel in Belgrade.

Željko Ražnatović, a mobster and prominent paramilitary leader during the Yugoslav Wars was shot and killed in the hotel lobby in January 2000.

Continental Hotel Belgrade also had a sports and recreation centre which includes tennis courts, gym, solarium, sauna, massage, indoor swimming pool and pool-bar.

Work began in September 2012 and the owner identified congress and convention visitors as well as visiting sports teams and foreign tourists as its target clientele.

The reconstruction work on the hotel building was contracted out to the Serbian construction firm Exing B&P, while the London-based Virgile and Stone was in charge of the interior design.

During the hotel's history, guests in the presidential suites included Sophia Loren and Carlo Ponti, Tina Turner, Luciano Pavarotti, Placido Domingo, Nigel Kennedy, Montserrat Caballé, Indira Gandhi, Jimmy Carter, Zubin Mehta, Sting and Boris Becker.