EXPO 2027 Belgrade Promotes Serbian Tourism at WTM London
Ahead of the 2027 specialised exhibition, organizers are targeting international travel operators at WTM London to integrate the event into Serbia’s wider tourism itinerary.
EXPO 2027 Belgrade is showcasing Serbia’s tourism offerings at this year’s World Travel Market (WTM) in London, aiming to leverage the upcoming specialised exhibition to boost international visitor numbers. The exhibition is scheduled to run from May 15 to August 15, 2027, with organizers projecting over four million visits during the 93-day event.
Igor Kovačević, director of EXPO 2027 Belgrade, stated that the event serves as an entry point to the country’s cultural heritage, gastronomy, and natural landscapes. The promotion encourages travel operators to bundle the exhibition with visits to other regions, such as Novi Sad or the Danube gorge, to foster longer stays beyond the event itself.
Recent data reflects positive momentum in the sector. From January to August 2026, Serbia recorded 3.13 million tourist arrivals, a 6.5% increase compared to the previous year. Specifically, interest from the UK market has been rising, with British overnight stays growing by 8.7% during the same eight-month period.
The 2027 exhibition, themed "Play for Humanity: Sport and Music for All," has already confirmed over 140 international participants.