Serbia “Plays at the Highest Level”: The HoReCa Sector will be the Key Ambassador of EXPO 2027
The first national congress of Serbian hoteliers and restaurateurs, Play for Hospitality, organised by the Business Association of the Hotel and Hospitality Industry – HORES, with the support of the Ministry of Tourism, the Tourism Organisation of Serbia and EXPO 2027 d.o.o. Belgrade, was held today at the EXPO 2027 Playground. This important gathering brought together key stakeholders of the domestic HoReCa industry and opened one of the central questions that would shape the country’s tourism future: how investments in service quality today would define the experience of millions of visitors during EXPO 2027, as well as the legacy that Serbia would present to the world.
In his opening remarks, Danilo Jerinić, Director of EXPO 2027 d.o.o. Belgrade, stated that more than four million visitors are expected over the three-month duration of EXPO 2027, “a number that surpasses anything Belgrade and Serbia have experienced to date”, emphasising that many of these visitors would seek accommodation not only in the capital but throughout the country. He stressed that it was, therefore, essential for all parts of Serbia to offer a standard worthy of an international host.
Jerinić also pointed to the strong investment momentum already visible in the hospitality sector, which includes the construction of new facilities, expansions, reconstructions and mixed-use developments, supported by state subsidies aimed at increasing and improving capacities.
Speaking about the long-term effects of the exhibition, Jerinić highlighted that the National Stadium and a new Belgrade Fair with expanded capacities would remain on the site after EXPO, and that this very infrastructure would form the foundation for attracting major international events. He reminded attendees that, starting in 2028, the GITEX fair would become an annual “spin-off” of the renowned Dubai event.
“We are actively working on delivering plans to compete for other major international events,” Jerinić said, adding that the four contemporary museums and accompanying projects emerging within the EXPO complex, combined with the strengthened international positioning of Belgrade and Serbia, would provide a strong and lasting stimulus to tourism and economic development. He also underlined that EXPO 2027, in cooperation with the Government of the Republic of Serbia, was already identifying and securing new global events that would take place after the Expo, ensuring that the Site, and the country, continue to carry the dynamic momentum of a global showcase beyond 2027.
“Our ambition is not merely to secure a sufficient number of beds, but to ensure high quality,” he said, noting that hotels and their employees would be Serbia’s first ambassadors to the world and expressing confidence that this first impression would be exceptional.
Across the two days of the congress, sustainability topics took centre stage, from energy efficiency and waste management to the integration of environmental standards as the new “language” of communication with the modern guests. Equally prominent were discussions on the workforce and the need for continuous education, reaffirming that people remained the key resource of the hospitality industry. Technological solutions, showcased through innovative hotel and restaurant management systems, demonstrated how digital transformation is reshaping operations and elevating expectations among today’s travellers.
All these themes proved crucial in the context of the upcoming Specialised Exhibition EXPO 2027, as the decisions made today regarding service quality, sustainability, investment, and workforce development would define tomorrow’s experience for the millions of visitors who would come to Serbia.
The Play for Hospitality congress, thus, transcended the scope of a professional gathering and became part of a broader movement articulated by EXPO 2027 through the Play for Humanity Theme, calling on all industry stakeholders to raise business standards, enhance service quality, and contribute to an authentic experience of Serbia. The message of the congress was clear: investment in hospitality today is an investment in the future of the entire society.
Photographed by: Expo 2027