The Sajam Turizma 2026 in Belgrade once again confirmed its role as one of the most influential tourism trade fairs in Southeast Europe. Hosted at the Belgrade Fair, the International Tourism Fair brought together more than 350 exhibitors from 18 countries, creating a powerful platform for regional cooperation, international networking, and strategic tourism development.
This year’s edition carries particular importance as Serbia intensifies preparations for EXPO 2027 Belgrade, a global event expected to significantly elevate the country’s international tourism profile. The synergy between Sajam Turizma 2026 and EXPO 2027 reflects a broader national strategy focused on long-term tourism growth, infrastructure investment, and global destination positioning.
EXPO 2027 as a Catalyst for Serbian Tourism
During the official opening ceremony, Prime Minister Đuro Macut emphasized that EXPO 2027 represents a historic opportunity for Serbia’s tourism and hospitality sectors. The event is projected to attract millions of visitors, generate substantial foreign investment, and accelerate the modernization of transport, hotel capacity, and urban development in Belgrade and beyond.
Sajam Turizma 2026 therefore serves not only as a tourism exhibition but as a strategic prelude to EXPO 2027, aligning tourism boards, travel agencies, airlines, and hospitality brands around a shared long-term vision.
350+ Exhibitors Showcase Serbia and Beyond
The fair hosts national tourism organizations, hotel groups, tour operators, and travel technology companies presenting innovative tourism products and destination experiences. Urban tourism in Belgrade, wellness and spa resorts, mountain tourism, cultural heritage routes, and gastronomy-focused travel are among the key themes highlighted throughout the exhibition halls.
The Tourism Organization of Serbia introduced an interactive campaign built around the message “A thousand stories from one journey,” reinforcing the country’s diverse tourism offering and positioning Serbia as a multidimensional European destination.
This year’s partner country, Cyprus, further strengthened regional tourism ties and emphasized cross-border collaboration across the Mediterranean and Balkan markets.
Record Growth in Serbia’s Tourism Industry
Official figures presented during Sajam Turizma 2026 underline Serbia’s accelerating tourism performance. In 2025, the country recorded over four million tourist arrivals and more than twelve million overnight stays, generating tourism revenue exceeding €2.5 billion. Early 2026 indicators show continued upward momentum, supported by expanded air connectivity, stronger digital marketing strategies, and improved visitor infrastructure.
These numbers reflect Serbia’s successful transition from an emerging Balkan destination to a competitive European tourism market with growing international recognition.
Why Sajam Turizma 2026 Matters for the Region
Beyond public exhibitions and promotional stands, Sajam Turizma 2026 functions as a high-level B2B networking hub. Strategic agreements, media collaborations, digital partnerships, and destination marketing initiatives are formed behind the scenes, shaping the tourism landscape for the years ahead.
As Serbia prepares for EXPO 2027, the Belgrade Tourism Fair plays a pivotal role in consolidating the country’s tourism ecosystem and reinforcing its position as a gateway between Central Europe, the Balkans, and the Eastern Mediterranean.
Sajam Turizma 2026 in Belgrade stands as clear evidence that Serbia’s tourism strategy is not only about promotion, but about sustainable growth, international competitiveness, and long-term value creation in the global travel market.