LONDON – November 04, 2026 -- Serbia's tourist arrivals rose 6.5% to roughly 3.13 million between January and August 2026, the backdrop for the EXPO 2027 Belgrade pitch to international travel partners at World Travel Market (WTM) London.
EXPO 2027 Belgrade runs from 15 May to 15 August 2027 and will be the first international exposition held in the Western Balkans. Organizers expect more than four million visits and over 140 international participants over the 93-day event. The theme is "Play for Humanity: Sport and Music for All", with a programme of cultural events, music, sport, exhibitions and interactive experiences.
Visit Serbia campaign bundles EXPO tickets with regional destinations
The international Visit Serbia campaign promotes travel packages that link the exhibition with destinations across the country. At WTM London, the campaign highlighted combinations with Novi Sad and the wine-growing hills of Fruška Gora, the Danube Gorge and Golubac Fortress, and western Serbia's mountain landscapes and traditional villages.
UK visitor overnight stays grow 8.7% in January-August 2026
Foreign overnight stays increased 5.8% to approximately 4.33 million in the same period. Overnight stays by UK visitors rose 8.7% against January-August 2025, outpacing the overall foreign-visitor increase and giving the London trade-show presence a concrete source-market rationale.