Belgrade positions EXPO 2027 as catalyst for Serbian tourism growth
Serbia is leveraging the upcoming 2027 international exhibition in Belgrade to boost visitor numbers, targeting over four million attendees.
Organizers of EXPO 2027 in Belgrade utilized the World Travel Market in London to outline plans for integrating the international exhibition into the national tourism strategy. Scheduled for May 15 to August 15, 2027, the event aims to highlight Serbia's cultural and geographic diversity alongside the main exhibition themes of sport and music.
This marks the first time an event of this scale will be hosted in the Western Balkans. With over 140 international participants expected, the government projects more than four million visitors will attend during the 93-day window. The initiative is part of the "Visit Serbia" campaign, which promotes regional destinations such as the Danube gorge and the wine-growing hills of Fruška Gora to international travelers.
The country is building on current tourism data, which indicates a 6.5% increase in total arrivals—reaching 3.13 million visitors—between January and August 2026. Data shows that interest from the UK market has been particularly notable, with an 8.7% rise in visitor numbers for the same period.
The event remains focused on the theme "Play for Humanity," designed to explore the role of human connection through sport and music.