How Challenging Will It Be to Manage Millions of Visitors at Expo 2027
Although some question whether it is possible for Serbia to host more than four million visitors in just three months during Expo 2027, experts emphasise that such an undertaking is achievable with proper planning and an organised approach. There are numerous examples of successful hosts who have demonstrated that even such large-scale events can be implemented successfully. According to Dr James Mildenhall, founder and director of Crowded Events Group, the key to success lies in thorough planning, long-term simulations, and the ability to learn from the experiences of past organisations.
“The case of Osaka showed us that crowd management is not a matter of improvisation but of a strategy that is built over years,” he notes. In Japan, problems with overcrowding in the metro became global news, but thanks to drills and scenario planning, teams were able to react in time and prevent major consequences. For Serbia to reach this level, it will need to build capacities from scratch and demonstrate the ability to learn faster than ever before.
Improvement based on previous experience and the ability to adapt to changes are the keys to success. From the London 2012 Olympic Games until today, crowd management has undergone a major transformation. “It was once sufficient to move crowds safely. Today, the goal is to design experiences that are both safe and enjoyable,” Mildenhall says. Science, technology, audience behaviour, and operational skills now intertwine into one system that creates an atmosphere of safety and, at the same time, hospitality.
Technology plays a special role in this process. Artificial intelligence and real-time analytics tools allow operational teams to react immediately by reducing queues, ensuring a natural flow of people, and preventing dangerous situations. “Visitors perceive this as a smooth and unobtrusive experience, while teams see it as invaluable support,” he points out. In other words, without strong technological support, Serbia stands no chance; but with it, the challenge becomes manageable.
Unlike the finals of sports competitions or concerts that last a single night, Expo, as Mildenhall describes it, is a “marathon.” The challenge lies not only in the flow of people but also in maintaining team energy and infrastructure reliability over several months. “The greatest burden falls on the people working in the organisation. They must be provided with conditions to endure all three months, from shifts and rest to motivation,” he stresses. This will be the true test for Serbia’s Expo: if the teams and systems withstand the pressure, success is possible.
Plans in such an environment cannot be static: they must be regularly updated, adapted to seasonal and cultural changes, and require great flexibility.
Mildenhall emphasises that the foundation of every major event is respect for the audience. When visitors from dozens of countries and different generations come together in one place, it is necessary to design signage, infrastructure, and teams in advance to overcome linguistic and cultural barriers. “When everything is set up properly, visitors feel both safe and welcome. That is the experience that connects nations and cultures,” he explains.
In other words, if Serbia succeeds in designing this system as a whole, it can turn doubt into trust and scepticism into enthusiasm.