World Travel Market in London: Expo 2027 Belgrade as a Starting Point for Discovering Serbia

Expo 2027 and Serbia’s tourism potential were presented at World Travel Market (WTM), one of the world’s leading tourism industry events, held in London from 3 to 5 November. Particular emphasis was placed on the “Visit Serbia – Discover Serbia” programme, aimed at encouraging international visitors to explore other parts of the country in addition to Belgrade and Expo 2027, while also using new tourism programmes to extend the positive economic effects of the exhibition to different regions of Serbia. According to data from the Statistical Office of the Republic of Serbia, the country recorded approximately 3.13 million tourist arrivals from January to August 2026, an increase of 6.5%, while overnight stays by foreign tourists reached approximately 4.33 million, up 5.8%.

Participation in the London fair provides an opportunity to connect with international tour operators, travel agencies, trip organisers and other representatives of the tourism industry, as well as to develop concrete tourism products and include Serbia in international travel programmes for 2027. During the 93 days of Specialised Expo 2027 Belgrade, from 15 May to 15 August 2027, more than four million visits and over 140 international participants are expected, creating opportunities for tourism partners to develop new travel packages, group and themed visits, and connect tourism offers with business meetings, international forums, cultural events and sporting activities.

Photo author: Expo 2027 Belgrade/Mateo Walschburger