Serbia Expands EXPO 2027 Belgrade Travel Push As Visit Serbia Roadshow Reaches Slovakia And Builds New Tourism Ties

EXPO 2027 Belgrade has expanded its international outreach by bringing the “Visit Serbia” roadshow to Bratislava, where representatives from Serbia and Slovakia’s tourism, travel and business communities gathered to explore new cooperation opportunities ahead of the Western Balkans’ first Specialised Expo.

The Bratislava event formed part of the global Visit Serbia roadshow initiative, which is designed to promote Serbia as a leading destination for tourism, investment and business collaboration. The programme welcomed Slovak travel agencies, tour operators and corporate representatives for dedicated presentations, networking sessions and B2B discussions focused on developing stronger partnerships before EXPO 2027 takes place.

Set to run from 15 May to 15 August 2027, EXPO 2027 Belgrade will be organised under the theme “Play for Humanity: Sport and Music for All.” The event will become the largest Specialised Expo ever hosted in the Western Balkans, with organisers expecting millions of visitors during its 93-day programme. More than 135 countries have already confirmed their official participation, highlighting the growing international interest surrounding the event.

Serbia Strengthens Regional Tourism and Business Connections

During the Bratislava gathering, EXPO 2027 Belgrade representatives highlighted the importance of cooperation with Slovak travel professionals, business leaders and industry stakeholders in creating stronger regional connections. The roadshow provided a platform to introduce upcoming opportunities linked to the Expo while encouraging greater collaboration between the Serbian and Slovak markets.

The initiative reflects Serbia’s wider efforts to increase international visibility, attract visitors and build long-term partnerships across Europe. Through direct engagement with tourism organisations and businesses, EXPO 2027 aims to create new opportunities for travel flows, investment and cultural exchange ahead of the major global event.

The Bratislava stop demonstrated the growing momentum behind Serbia’s preparations for EXPO 2027 and its ambition to position Belgrade as a major international meeting point where sport, music, innovation and global cooperation come together.

“Slovakia was the first country to sign the Participation Contract for EXPO 2027 Belgrade, reflecting the deep and enduring ties between our business communities,” said Igor Kovačević. “We are now extending Serbia’s invitation to Slovak travel professionals to build early itineraries and experience Serbia firsthand – from our cultural and historical landmarks to our vibrant regions, cuisine and hospitality.” 

Slovakia’s Commissioner General for EXPO 2027 Belgrade, Lukáš Parízek, has shared details about the country’s preparations for its national participation and pavilion, highlighting the potential trade and business opportunities that the global event will create for Slovak representatives.

“EXPO 2027 is an immediate opportunity for Slovak companies and travel operators to establish direct ties with Serbia, and other 140+ countries that participate, hence strengthening Slovakia’s position on a global scale”, said Lukáš Parízek. 

Matej Fekete, Director General of SLOVAKIA TRAVEL, said: “EXPO 2027 Belgrade is much more than a 93-day international event. From a tourism perspective, it is a global platform where destinations can build awareness, create partnerships, and inspire future travel. For SLOVAKIA TRAVEL, our presence in Belgrade is an opportunity to introduce Slovakia to international audiences, strengthen cooperation with tourism partners and convert the visibility generated by EXPO into long-term interest in our destination. At the same time, initiatives such as Visit Serbia demonstrate how tourism can connect neighbouring countries and create opportunities that continue well beyond the Expo itself.” 

Strengthening Economic Partnerships Through EXPO 2027 Cooperation

The launch event in Bratislava highlighted the expanding economic partnership between Serbia and Slovakia, reflecting the growing importance of bilateral cooperation across trade, investment and business development. Data from the Slovak Ministry of Foreign and European Affairs shows that trade between the two countries reached around EUR 1.3 billion in 2025, marking a 15 percent increase compared with the previous year. Serbia has also emerged as Slovakia’s leading trade partner within the Western Balkans region.

As Slovakia prepares for its participation in EXPO 2027 Belgrade, several cooperation agreements are helping create new opportunities for businesses. The country has established a Memorandum of Cooperation with key business organisations, including the Slovak Chamber of Commerce and Industry, the Council of Slovak Exporters and the Slovak Investment and Trade Development Agency (SARIO). These partnerships aim to support Slovak companies seeking opportunities in Serbia and other international markets.

EXPO 2027 is expected to further strengthen commercial links between the two nations through an extensive business programme featuring industry events, official delegations and networking meetings. A dedicated digital B2B platform will also support companies by enabling easier connections, encouraging partnerships and helping businesses explore cooperation opportunities before and throughout the Expo period.

Beyond economic collaboration, the Visit Serbia campaign is focusing on expanding tourism links between Serbia and Slovakia. One of its key goals is to encourage Slovak travel professionals to promote destinations across Serbia rather than focusing only on Belgrade. EXPO 2027 will provide international visitors with an opportunity to discover the country’s wider attractions, including historic landmarks, cultural experiences, modern cities, mountain landscapes, wellness destinations, traditional cuisine and renowned Serbian hospitality.

The Bratislava event represents one stage of a broader international promotional campaign across major European markets. Additional roadshows are planned in the months ahead to develop stronger tourism partnerships, create new travel packages and support commercial cooperation ahead of EXPO 2027, which will take place in Belgrade in May 2027.