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Strengthening Business and Tourism Ties between Greece and Serbia for EXPO 2027

In a significant effort to bolster economic relationships, representatives from Greece and Serbia convened in Athens for a business-to-business (B2B) event aimed at fostering ties ahead of the highly anticipated EXPO 2027 to be held in Belgrade. The event, which took place on October 30, 2026, served as a prelude to the first specialized exhibition in the Western Balkans, marking a pivotal moment for collaboration and growth between these two nations.

Key Participants and Goals

Igor Kovačević, the operations director of EXPO 2027 Belgrade, highlighted the potential of the upcoming event to connect countries, companies, and individuals from all over the globe. Kovačević stated, “I am confident that EXPO 2027 is on track to deliver a successful event. Over 93 days, we will offer a rich and diverse program that encourages collaboration and shared experiences.” The focus is on creating impactful interactions within our interconnected world, allowing for sustainable and meaningful exchanges.

Dimitrios Skalkos, the Greek Commissioner for EXPO 2027, also shared insights during the press conference, setting the stage for discussions on business opportunities involving Greek firms seeking to partner with Serbian enterprises. The B2B meeting was structured to facilitate connection and support exchanges that would be beneficial for both sectors.

Tourism Initiatives

In addition to business discussions, tourism sector representatives engaged in talks regarding the development of marketable itineraries that would encompass visiting the EXPO alongside cultural events and urban experiences across Serbia. The idea is to create packages that not only highlight the main event but also encourage exploration of the rich cultural history and natural beauty of the region. This initiative aims to enhance the travel experience for visitors, merging education, culture, and enjoyment into a cohesive journey.

Both Greek and Serbian participants emphasized the importance of sustainability in developing travel experiences for EXPO 2027. This approach aims to attract millions of visitors while ensuring the impact on local communities and the environment is beneficial and respectful.

Trade Growth

The Ministry of Interior and Foreign Trade of Serbia recently noted that bilateral trade reached an impressive €883.9 million in 2025, demonstrating a thriving economic relationship ripe for further development. The recent B2B event sought to harness this momentum, allowing businesses to solidify partnerships and explore complementary services to benefit both markets effectively.

Looking Ahead

EXPO 2027 in Belgrade is scheduled from May 15 to August 15, 2027, under the theme “Playing for Humanity: Sports and Music for All.” With more than 140 international participants confirmed, the event is expected to attract several million visitors, presenting a valuable opportunity for the participating countries to showcase their offerings to a global audience.

As Greece and Serbia strengthen their ties in anticipation of this significant event, the potential for mutual growth and sustainable practices within tourism and business sectors have never been more promising. It is an exciting time for both nations as they prepare to welcome the world to Belgrade, blending cultural richness with economic opportunities at EXPO 2027.

Conclusion

In conclusion, the Athens meeting reflected the shared ambition of Greece and Serbia to leverage EXPO 2027 as a platform for collaboration, connection, and cultural exchange. As both nations look ahead to this landmark event, their joint strategies in enhancing business and tourism will not only benefit them individually but contribute positively to the broader economic landscape of the Western Balkans.