#WTM London #Serbia Tourism #EXPO 2027 Belgrade

Serbia's Tourism Spotlight at WTM London 2026

In a significant promotional effort, EXPO 2027 Belgrade will unveil Serbia's rich tourism offerings during the upcoming World Travel Market (WTM) in London, scheduled from November 3 to 5, 2026. This presentation serves as a precursor to the first Specialized Expo set to take place in the Western Balkans from May 15 to August 15, 2027.

With expectations of attracting over four million visitors and participation from over 140 international stakeholders, the 93-day EXPO presents an unparalleled opportunity for tour operators to curate exploreable travel packages. These packages will combine attendance at the EXPO with visits to a range of attractions across Serbia, emphasizing not just the capital, Belgrade, but also its beautiful landscapes and rich cultural heritage.

Igor Kovačević, the Director of EXPO 2027 Belgrade, emphasizes that this event is not merely about showcasing Serbia’s offerings; it's a launchpad for potential visitors to delve into the country's profound history, breathtaking sceneries along the Danube, as well as the spectacular mountains and traditional villages scattered across western Serbia. Not to mention the exquisite gastronomy and renowned wine culture that make Serbia a culinary destination.

The promotion extends beyond Belgrade, targeting various regions such as Novi Sad, Fruška Gora, and attractions like the Danube Gorge and Golubac Fortress. These destinations not only enrich the visitor's experience but also enhance the likelihood of extending their stay in the country through cultural, gastronomic, and natural excursions.

Recent statistics highlight Serbia's growing appeal as a tourist destination, with over 3.13 million tourist arrivals recorded between January and August 2026 – a 6.5% increase from the previous year. Additionally, overnight stays by foreign visitors surged by 5.8%, emphasizing the rise in Serbia's tourism popularity, especially among UK travelers, who saw an impressive 8.7% increase in their overnight stays.

The global campaign