Serbia to host European Travel Commission General Assembly and Board of Directors in 2027

Serbia will host the 113th General Assembly and Board of Directors of the European Travel Commission (ETC) in May 2027 in Belgrade, at the beginning of the specialized exhibition Expo, the Tourist Organization of Serbia announced today.

At the meeting of the ETC Board of Directors, held in Brussels, the Director of the Tourist Organization of Serbia, Marija Labovic, who has been a member of the Board since January 1 this year, submitted Serbia’s official candidacy to host the event.

Promotion of Serbia in Belgrade

Labovic emphasized the strategic importance of Serbia as the host of Expo 2027 and the opportunity for representatives of the most important European tourism institutions to gather in Belgrade during that period.

The Director of TOS also called on the European Travel Commission and all its members to provide strong support for the intensive promotion of Serbia as the host country of Expo during 2026 and early 2027, with the aim of further strengthening the visibility of Serbia and Europe on the global tourism market.

The ETC Board of Directors meeting discussed the first Sustainable Tourism Development Strategy of the European Travel Commission, as well as the current challenges facing tourist destinations in Europe.

Every destination as a brand

The need to increase the budget for tourism promotion was emphasized, taking into account the complex geopolitical circumstances in order to further encourage travel to European destinations, especially from distant markets.

Ahead of the ETC Board of Directors meeting, Labovic also participated in a workshop on the topic of branding Europe as a tourist destination, which discussed modern approaches to the joint promotion of Europe and improving its positioning on the international tourism market.

ETC brings together 36 national tourism organizations of European countries with the aim of promoting Europe in distant markets, primarily in China, the USA, Canada and Brazil as priority markets.

Turistička organizacija Srbije Beograd

European Travel Commission

ETC

Expo 2027

ETC Board of Directors

Sustainable Tourism Development Strategy of the European Travel Commission

Marija Labović