Expo 2027 Belgrade is in London this week. The organiser is presenting Serbia's tourism offer at WTM London, one of the largest trade shows for the travel industry, which runs from 3 to 5 November 2026 at ExCeL London. The message to British and international tour operators is simple: do not sell the Expo as a one-day ticket, sell it as part of a longer trip around Serbia.
After Vienna, Ljubljana and Athens in October, London is the biggest stage of the autumn roadshow so far. For hotels, incoming agencies, venues and event firms in Serbia, it is also the clearest sign yet of the kind of visitor the organiser hopes to bring in next summer.
What Expo 2027 Belgrade is offering tour operators
According to the organiser's press release, published on 2 November, the pitch at WTM is built around bookable packages that combine a visit to the Expo with destinations outside the capital. The itineraries named in the release link Belgrade with:
- Novi Sad and the vineyards and monasteries of Fruška Gora;
- the Danube Gorge and Golubac Fortress in eastern Serbia;
- the mountains and traditional villages of western Serbia;
- wine routes, local food and nature excursions.
All of this is presented under the international Visit Serbia campaign. Igor Kovačević of Expo 2027 Belgrade told the trade that the exhibition should be "a starting point for exploring the country". He suggested partners think now about how the Expo fits into their 2027 programmes, whether as dedicated trips, group packages or combined Belgrade-and-regions tours.
The release does not give a stand number or say which Serbian companies, if any, are exhibiting alongside the organiser in London.
The numbers behind the pitch
The organiser backs its case with Serbia's tourism figures for January to August 2026:
- 3.13 million tourist arrivals, up 6.5% on the same period last year;
- foreign overnight stays up 5.8% to 4.33 million;
- overnight stays by visitors from the United Kingdom up 8.7%.
Expo 2027 Belgrade runs for 93 days, from 15 May to 15 August 2027, under the theme "Play for Humanity: Sport and Music for All". More than 140 international participants have confirmed. The main text of the release speaks of more than four million expected visits, while its own background section says "several million", so the final number is best treated as an estimate.
A roadshow with a business side
The London visit is mainly about leisure travel, but earlier stops showed that the roadshow also brings in business delegations. In Ljubljana in mid-October, the organiser signed a memorandum with Slovenia's Chamber of Crafts and Small Business, which will act as the contact point for Slovenian firms. Expo 2027 director Danilo Jerinić said then that nearly 2,000 Slovenian companies would come to the Expo, according to Tanjug's report carried by 24sedam. Slovenia's own pavilion will cover 324 m² near the Serbian national pavilion. Earlier European stops included Bratislava, Skopje and Zagreb, and Athens followed on 29 October.
What it means for venues, hotels and event firms
- Regional venues should get ready. If tour operators follow the organiser's lead, demand will not stop at Belgrade's city limits. Hotels, wineries and event spaces in Novi Sad, Fruška Gora, the Danube region and western Serbia should prepare group rates and English-language offers for summer 2027 now; British operators usually fix their programmes many months in advance.
- Incoming agencies have a product to sell. Combined Expo-and-Serbia packages need local partners for transport, guiding, excursions and evening events. Agencies that can quote ready-made itineraries will be easier to sign.
- Business groups need meeting space. Delegations such as the Slovenian one will want side events, dinners and presentations outside the Expo grounds. Venue owners, caterers, AV firms and decorators in Belgrade and Novi Sad can expect enquiries for May to August 2027.
- Watch the follow-up. The organiser has not published any tour-operator agreements resulting from WTM. We will report them when they are announced.
Sources
- www.prnewswire.co.uk
- www.prnewswire.com
- 24sedam.rs
Photo: Anton Lukin / Unsplash licence / source
