LONDON – November 02, 2026 -- EXPO 2027 Belgrade is courting tour operators at WTM London with a pitch built on more than four million expected visits over 93 days, as Serbia seeks to turn the first Specialised Expo in the Western Balkans into bookable travel products.

The exhibition runs from 15 May to 15 August 2027 and has confirmed more than 140 international participants. Organizers are asking travel partners to build dedicated visits, group packages and itineraries that combine Belgrade with other parts of Serbia in their 2027 portfolios.

Serbia's inbound tourism grew 6.5% in the first eight months of 2026

Serbia recorded 3.13 million tourist arrivals between January and August 2026, up 6.5% year-on-year. Foreign overnight stays rose 5.8% to 4.33 million.

Overnight stays by UK visitors climbed 8.7%, a faster rate than the overall foreign total. That gives the London showing a concrete source-market rationale.

Visit Serbia campaign links EXPO to Novi Sad, Fruska Gora and Golubac Fortress

The international Visit Serbia campaign promotes itineraries that connect the EXPO site with Novi Sad, Fruska Gora, the Danube Gorge and Golubac Fortress. Cultural attractions, gastronomy, wine routes and nature excursions are positioned as extensions to lengthen visitor stays.

Igor Kovacevic, Director of EXPO 2027 Belgrade, said the event can serve as a starting point for exploring Serbia's cultural heritage, Danube landscapes, western Serbian mountains and villages, and its gastronomy and wine culture.

EXPO 2027 centers on sport and music under a humanitarian theme

The Specialised Expo will explore the theme "Play for Humanity: Sport and Music for All." WTM London takes place 3-5 November 2026 at Excel London.