Preparations for EXPO 2027 are no longer a story unfolding only in Belgrade. The “Visit Serbia” campaign was presented in Bratislava on 17 September, bringing together representatives of Slovakia’s travel industry, tour operators and business community. The message is clear: the major event in Belgrade should also become an opportunity for international visitors to discover Serbia.
From EXPO to discovering Serbia
The “Visit Serbia B2B Networking” event, held at Incheba in Bratislava, formed part of Serbia’s wider international promotion ahead of EXPO 2027.
Through presentations and direct B2B meetings, opportunities for cooperation with the tourism sector were presented, but the focus was not limited to the exhibition itself. Serbia was also introduced as a travel destination — through its cities and regions, cultural and historical heritage, gastronomy and hospitality.
This is one of the most interesting aspects of the entire campaign.
For many international visitors, EXPO 2027 may be the reason they come to Belgrade for the first time. But their stay in Serbia does not have to end when they leave the exhibition grounds.
Belgrade as the beginning of a journey
From Belgrade, a visitor can continue towards Novi Sad and Petrovaradin, western Serbia and Tara, the Đerdap Gorge and the Danube, Šumadija, Niš and the south of the country.
They can discover Serbian cuisine, wines, monasteries, spa towns, nature and places that rarely appear on the first pages of conventional European travel guides.
That is why the international promotion of EXPO can have a much broader significance for Serbian tourism.
Belgrade brings the visitor to Serbia. Serbia should give them a reason to stay longer.
Slovakia was the first to sign a Participation Contract
Bratislava was not chosen as one of the campaign’s stops by chance.
Slovakia was the first country to sign a Participation Contract for EXPO 2027 Belgrade. The Bratislava event was co-organised by Slovakia Travel, #GoBelgrade and ATIS alongside EXPO 2027.
The Bratislava presentation is part of a wider international roadshow introducing EXPO 2027 Belgrade and Serbia to key European markets, with tourism, business opportunities and cross-border cooperation at the centre of the programme.
That means the story of Belgrade and Serbia ahead of 2027 will increasingly reach European travellers and the international tourism industry.
93 days when the world will come to Belgrade
The Specialised Exhibition EXPO 2027 Belgrade will take place from 15 May to 15 August 2027 under the theme “Play for Humanity: Sport and Music for All.” More than 135 countries have confirmed their participation.
For Serbian tourism, however, an important part of the story begins outside the exhibition grounds.
What will an international visitor see after leaving EXPO?
Where will they go the next day?
What will they taste?
And what image of Serbia will they take home?
EXPO as a gateway to Serbia
At NERA, this is exactly how we look at EXPO 2027.
A visit to Belgrade can be the beginning of a much bigger journey — from a few days in the capital to discovering different regions of Serbia.
Because Serbia is not just one destination.
It is Belgrade and Novi Sad, the Danube and Đerdap, Tara and Uvac, Šumadija, Niš and southern Serbia, spa towns, mountains, monasteries, wine, food and hospitality best experienced when you leave the main tourist route behind.
EXPO 2027 will bring the world to Belgrade.
The real opportunity is to show that world Serbia.