The Belgrade Tourism Fair 2026, internationally known as Sajam Turisma, once again confirmed its status as one of the most influential tourism events in Southeast Europe. By bringing together national tourism organizations, government representatives, regional destination boards, and international stakeholders, the exhibition turned Belgrade into a strategic hub for tourism dialogue, cooperation, and long-term development planning.
In 2026, Sajam Turisma highlighted Serbia’s growing strength as a competitive, diversified, and year-round destination. Beyond destination showcases and travel presentations, the fair served as a platform for institutional meetings that shape tourism policy and regional positioning across the Balkans and the wider European market.
For Antonis Leivadiotis, participation in the Belgrade Tourism Fair 2026 went far beyond presence at a major tourism exhibition. The event became an opportunity for high-level meetings with key tourism leaders, reflecting Serbia’s expanding influence and strategic direction within Southeast Europe, while also strengthening regional tourism dialogue between countries and institutions.
Serbia’s Tourism Identity in 2026: City Energy, Mountains, Wellness, and Culture
Serbia continues to build a tourism identity that is both modern and authentic. Urban destinations such as Belgrade and Novi Sad attract visitors for culture, gastronomy, nightlife, and events. Mountain regions like Zlatibor and Kopaonik reinforce the country’s appeal for nature, outdoor activities, and winter travel. At the same time, wellness tourism is expanding through spa destinations such as Vrnjačka Banja and Sokobanja, offering thermal springs, clean air, and restorative experiences that support year-round tourism performance.
Sajam Turisma 2026 placed these pillars into one clear message: Serbia is not a seasonal destination. It is a country capable of delivering value, diversity, and strong experiences in every month of the year.
Meeting with Marija Labović, CEO of the National Tourism Organization of Serbia
One of the most important meetings took place with Marija Labović, CEO of the National Tourism Organization of Serbia. The discussion focused on Serbia’s evolving tourism identity and the continuous strengthening of its tourism portfolio. Emphasis was placed on the way Serbia combines urban destinations with mountains, wellness centers, and cultural experiences, creating a multi-dimensional travel proposition that responds to modern traveler demand.
This meeting reinforced how the Serbian tourism strategy continues to elevate the country’s destination presence by showcasing authentic experiences, improving tourism infrastructure, and expanding visibility across international markets.
Meeting with Husein Memić, Minister of Tourism and Youth of Serbia
Another significant meeting was held with Husein Memić, Minister of Tourism and Youth of Serbia. The dialogue emphasized tourism’s strategic importance for national economic growth, infrastructure development, and Serbia’s increasing role in hosting international events, conferences, and exhibitions. Serbia continues to strengthen its position in event tourism and business travel, positioning itself as a destination capable of welcoming visitors from across Europe.
The discussion also highlighted the importance of youth-focused tourism initiatives and long-term destination development that supports regional growth beyond major hubs. Serbia’s tourism direction is increasingly aligned with scalability, resilience, and a stronger European presence.
Meeting with Kostas Koumis, Deputy Minister of Tourism of Cyprus
Within the framework of the exhibition, an important meeting also took place with Kostas Koumis, Deputy Minister of Tourism of Cyprus. The presence of Cyprus at Sajam Turisma added a broader regional dimension to the discussions, highlighting how tourism cooperation can strengthen visibility and flows across interconnected markets.
The meeting focused on strengthening connectivity between Serbia, Greece, and Cyprus, encouraging tourism flows among the three markets, and exploring collaborative initiatives that enhance regional visibility within the European tourism landscape. The exchange underlined the value of cross-border cooperation and shared tourism strategies in an increasingly competitive environment.
Meeting with the Tourist Organization of Sokobanja and Director Ljubinko Milenković
Additionally, Antonis Leivadiotis met with the Tourist Organization of Sokobanja and its director, Ljubinko Milenković. Sokobanja continues to evolve as one of Serbia’s leading wellness and nature destinations, known for its thermal springs, mountain surroundings, and eco-tourism potential. The discussion emphasized sustainable development, preservation of authenticity, and the continued promotion of health-oriented travel experiences.
As European travelers increasingly prioritize wellbeing, nature, and meaningful escapes, Sokobanja stands out as a destination aligned with modern tourism demand, delivering both relaxation and outdoor adventure in a setting that remains deeply authentic.
Why Sajam Turisma 2026 Was More Than an Exhibition
The Belgrade Tourism Fair 2026 once again demonstrated that Sajam Turisma is not merely an exhibition, but a central institution shaping tourism strategy across Southeast Europe. It is where leadership, destination development, and regional cooperation converge, creating momentum that translates into measurable tourism growth.
Antonis Leivadiotis’ participation and meetings during Sajam Turisma 2026 highlighted the importance of dialogue, collaboration, and a long-term vision in building a sustainable and competitive tourism future for Serbia and the wider region. As Serbia continues to expand its tourism infrastructure and strengthen the visibility of both major cities and regional destinations, Sajam Turisma remains the key stage where the future of Serbian tourism is actively built.