The World Travel Market in London has spotlighted EXPO 2027 as a significant opportunity to showcase Serbia’s diverse tourism offerings beyond its capital, Belgrade. The event, held from November 3 to 5, 2026, emphasized the ‘Visit Serbia – Upoznaj Srbiju’ program, which aims to encourage international visitors to explore the country’s varied regions. This initiative is part of a broader strategy to leverage EXPO 2027 as a catalyst for expanding Serbia’s tourism footprint.

EXPO 2027, set to take place in Belgrade, is expected to attract over four million visitors during its 93-day run from May 15 to August 15, 2027. More than 140 international exhibitors are anticipated to participate, providing a platform for new business partnerships and international cooperation. The exhibition aims to create new tourism programs that highlight Serbia’s full diversity, extending economic benefits across the country’s regions.

The Republic Statistical Office of Serbia reported a 6.5% increase in tourist arrivals from January to August 2026 compared to the same period in the previous year, with approximately 3.13 million tourist arrivals. Additionally, the number of overnight stays by foreign tourists reached approximately 4.33 million, marking a 5.8% increase. These figures underscore the growing interest in Serbia as a travel destination.

Participation in the World Travel Market presents Serbia with a valuable opportunity to connect directly with international tour operators, travel agencies, and other tourism industry representatives. The goal is to promote EXPO 2027 and foster the development of concrete tourism products, establish new business contacts, and integrate Serbia into international tourism programs for 2027.

The ‘Visit Serbia’ program is designed to broaden the appeal of Serbia’s tourism beyond Belgrade, encouraging visitors to explore other parts of the country. This approach seeks to ensure that the positive economic impacts of EXPO 2027 are felt nationwide, rather than being concentrated in the capital.

While the potential benefits of these initiatives are significant, the effectiveness of the ‘Visit Serbia’ program in attracting tourists remains to be seen. Challenges in implementing new tourism initiatives could arise, and the success of these efforts will depend on the ability to create compelling and accessible tourism experiences throughout Serbia.

As Serbia prepares for EXPO 2027, the focus remains on enhancing its tourism sector and positioning the country as a diverse and attractive destination for international visitors. The World Travel Market in London serves as a crucial platform for advancing these goals and setting the stage for Serbia’s tourism future.