Sajam Turizma 2026 : How the Belgrade Tourism Fair Strengthens Serbia’s Position Ahead of EXPO 2027

The Sajam Turizma 2026 in Belgrade once again confirms its role as one of the most important tourism trade fairs in Southeast Europe. Hosted at the Belgrade Fair, the event gathered more than 350 exhibitors from 18 countries, bringing together national tourism boards, travel agencies, hotel groups, airlines, and digital travel platforms.

As Serbia prepares for EXPO 2027, this year’s edition of the Belgrade Tourism Fair carries even greater strategic importance for the country’s tourism growth and international positioning.

EXPO 2027: A Strategic Catalyst for Serbian Tourism

During the official opening, Serbian Prime Minister Đuro Macut emphasized that EXPO 2027 represents a historic opportunity for Serbia’s tourism and hospitality sectors.

The upcoming global event is expected to:

• Increase international tourist arrivals

• Attract foreign investment in hotels and infrastructure

• Strengthen Serbia’s global visibility

• Boost MICE and city break tourism

By aligning Sajam Turizma 2026 with EXPO 2027 promotion, Serbia is executing a long-term tourism development strategy focused on sustainable growth and global competitiveness.

350+ Exhibitors from 18 Countries

The 2026 Belgrade Tourism Fair showcases destinations, travel experiences, and exclusive offers. Visitors can explore:

• Cultural and heritage tourism

• Spa and wellness destinations

• Mountain and nature tourism

• Luxury travel experiences

• Urban tourism in Belgrade

The Tourism Organization of Serbia presents an interactive concept centered on the message “A thousand stories from one journey,” highlighting the diversity of travel experiences across Serbia.

This year’s partner country is Cyprus, reinforcing bilateral tourism cooperation and regional partnerships.

Record Tourism Growth in Serbia

Official data presented at the fair underline Serbia’s strong tourism performance:

• Over 4 million arrivals in 2025

• More than 12 million overnight stays

• Tourism revenue exceeding €2.5 billion

• Positive growth trend continuing in early 2026

These figures confirm Serbia’s transformation into a competitive and fast-growing European destination.

Why Sajam Turizma 2026 Matters for the Regional Market

The Belgrade Tourism Fair is more than a public exhibition — it is a B2B networking hub where strategic agreements are formed and marketing partnerships are launched.

For regional markets, including Greece and the Balkans, the event offers:

• Cross-border tourism collaborations

• Joint promotional campaigns

• Influencer and digital marketing partnerships

• Expansion into emerging travel segments

Sajam Turizma 2026 positions Belgrade as a central tourism business hub in Southeast Europe.

The Sajam Turizma 2026 in Belgrade demonstrates how Serbia is leveraging major events and strategic partnerships to strengthen its tourism sector ahead of EXPO 2027.

With record growth figures, strong international participation, and a forward-looking tourism strategy, Serbia continues to build its reputation as one of Europe’s most dynamic emerging travel destinations.