EXPO 2027 Belgrade strengthens tourism cooperation with North Macedonia - Get updated on what's happening in tourism!

Serbia and North Macedonia are expanding their tourism and business cooperation ahead of EXPO 2027 Belgrade, with new initiatives designed to encourage cross-border travel and commercial partnerships. A networking event in Skopje brought together more than 50 representatives from the tourism and business sectors to explore opportunities arising from the international exhibition, which will take place in the Serbian capital from 15 May to 15 August 2027.

Organised under the Visit Serbia B2B Networking initiative, the meeting formed part of an international roadshow promoting the Expo and its potential economic benefits. Participants discussed opportunities for cooperation between tourism businesses, including the development of joint travel itineraries connecting destinations in Serbia and North Macedonia. The event also introduced the Expo's extensive programme of business meetings and networking activities.

North Macedonia has confirmed its participation in EXPO 2027 with a national pavilion entitled All Rhythms of the Sun. The presentation will showcase the country's music, gastronomy, wine, tourism attractions, cultural heritage and creative industries. Its participation is expected to provide an additional platform for promoting North Macedonia internationally while strengthening economic and tourism connections with neighbouring Serbia.

Growing visitor numbers support regional cooperation

Tourism flows between North Macedonia and Serbia have increased significantly during 2026, providing a foundation for further cooperation.

Between January and July, Serbia welcomed 82,047 visitors from North Macedonia, representing a 22 percent increase compared with the corresponding period of 2025.

The growth highlights the importance of neighbouring countries as source markets for Serbia's tourism industry. It also demonstrates the potential for regional travel products that combine destinations across national borders.

During the Skopje meeting, tourism representatives explored opportunities to develop itineraries linking the two countries. Such programmes could allow international visitors attending EXPO 2027 in Belgrade to extend their journeys to destinations in North Macedonia.

For tour operators and destination management companies, the exhibition offers an opportunity to develop products combining the Expo with cultural attractions, gastronomy and regional touring experiences.

The geographical proximity of the two countries makes combined itineraries particularly relevant for travellers interested in exploring several Balkan destinations during a single trip.

More than 50,000 business meetings planned

EXPO 2027 Belgrade is expected to create substantial opportunities for business tourism and international networking.

The exhibition's business programme will include six forums and a two-day Global Business and Technology Summit, bringing together representatives from different industries and international markets.

Organisers are also planning more than 250 bilateral events and over 50,000 business meetings.

A dedicated digital B2B platform will enable participating companies to identify potential partners, establish contacts and arrange meetings before and during the exhibition.

The programme is designed to encourage cooperation beyond the event itself, supporting commercial relationships and investment opportunities involving companies from participating countries.

Danilo Jerinić, CEO of EXPO 2027 Belgrade, encouraged businesses and tourism organisations in North Macedonia to take advantage of the opportunities.

“We invite North Macedonia's business and tourism communities to make EXPO 2027 Belgrade a shared opportunity for our region,” he said.

The initiative reflects the organisers' intention to position the exhibition as a regional economic platform rather than an event benefiting Serbia alone.

International exhibition runs for 93 days

EXPO 2027 Belgrade will take place from 15 May to 15 August 2027 under the theme Play for Humanity: Sport and Music for All.

The 93-day exhibition is expected to bring together more than 140 participants and attract approximately four million visits.

The programme will focus on the role of sport and music in connecting people and encouraging international exchange, alongside cultural presentations and business activities.

For Serbia's tourism industry, the event is expected to generate demand for accommodation, transport, hospitality services and organised travel experiences.

International visitors may also use Belgrade as a starting point for exploring other parts of Serbia or neighbouring Balkan countries.

The participation of North Macedonia illustrates how regional destinations are seeking to benefit from the exhibition's international visibility.

By developing joint tourism products and strengthening cooperation between businesses, Serbia and North Macedonia aim to turn the attention generated by EXPO 2027 into opportunities for travel and economic exchange.

The Skopje networking event represents an early step in that process, bringing together companies and tourism organisations ahead of an exhibition expected to attract visitors and business representatives from around the world.

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