Serbia: EXPO 2027 roadshow targets Slovak travel trade

International

Bratislava event brings Serbian and Slovak tourism businesses together as Belgrade prepares to welcome visitors from more than 135 countries

Image Credit: © AI generated illustration

EXPO 2027 Belgrade has taken its “Visit Serbia” campaign to Bratislava, bringing together Serbian tourism representatives with Slovak travel agencies, tour operators and business leaders. The roadshow is designed to generate new partnerships and encourage the development of Serbia travel programmes ahead of the three-month international event next year.

EXPO 2027 Belgrade will run 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, with several million visits expected during the 93-day event.

Travel trade encouraged to develop Serbia itineraries

B2B meetings formed a central part of the Bratislava programme, giving tourism businesses from both countries an opportunity to discuss cooperation and potential new products for the Slovak market.

“Slovakia was the first country to sign the Participation Contract for EXPO 2027 Belgrade, reflecting the strong ties between our business communities,” said Igor Kovačević, Executive Director of EXPO 2027 Belgrade. “We are inviting Slovak travel professionals to develop itineraries and experience Serbia firsthand.”

The campaign is encouraging travel companies to use the Expo as a starting point for broader programmes incorporating Serbia’s historic sites, cities, mountain regions, spas, gastronomy and other tourism products.

Slovakia prepares national presence in Belgrade

Slovakia’s Commissioner General for EXPO 2027 Belgrade, Lukáš Parízek, presented preparations for the country’s participation and national pavilion. The relationship extends beyond tourism: according to figures cited from the Slovak Ministry of Foreign and European Affairs, bilateral trade between Slovakia and Serbia reached approximately EUR 1.3 billion in 2025, up 15 percent year on year.

Serbia is Slovakia’s largest trading partner in the Western Balkans, giving the Expo an additional business dimension alongside its expected tourism impact.

Expo aims to create business beyond the event

Tourism officials see the event not only as an opportunity to attract visitors to Belgrade during the summer of 2027, but also as a platform for longer-term destination marketing and cooperation.

“EXPO 2027 Belgrade is much more than a 93-day international event,” said Matej Fekete, Director General of SLOVAKIA TRAVEL. “From a tourism perspective, it is a global platform where destinations can build awareness, create partnerships, and inspire future travel.”

The Bratislava roadshow reflects that approach by addressing the travel trade before the Expo opens. By encouraging tour operators and agencies to develop itineraries in advance, organisers aim to convert international attention surrounding EXPO 2027 into travel to Belgrade and other Serbian destinations.