Čadež: Belgrade Has a Chance to Become a Congress and Trade Fair Hub Again

We have a generational opportunity to rebuild Belgrade as the region’s congress center, primarily thanks to winning the organization of the specialized exhibition Expo 2027, said Marko Čadež, President of the Chamber of Commerce and Industry of Serbia, at the 33rd Kopaonik Business Forum.

Speaking at the panel “Destination Economy: Creating the Future,” he recalled that Belgrade had previously been a hub for congresses and trade fairs, and that we now have the opportunity for it to assume that role once again.

“Primarily because of winning Expo 2027 and what is expected to take place there. On the other hand, also because of one of the most modern congress centers in Europe – the Sava Center, which has recently been renovated. When we analyzed the economic impact of exhibitions held since Expo 2015 in Milan, we saw that between 70 and 80 percent of the economic benefits were generated after the exhibition itself,” said Marko Čadež.

He believes that what happens after Expo 2027 makes the difference.

“Until now, we have viewed the economy and destinations as part of the tourism offer. That is a completely wrong approach, because congresses and trade fairs are much more than that. It is not just a guest who comes, stays overnight, and spends money, but a guest from a specific field who makes decisions. That guest will come here, hear new ideas, perhaps stay, start a business, and use this destination for the economic development of the entire country, not just for a single event,” emphasized the President of the Chamber of Commerce and Industry of Serbia.

He recalled that the Chamber of Commerce had succeeded in bringing major trade fairs to Serbia, the first being GITEX Global, one of the largest technology exhibitions in the world.

“The entire artificial intelligence industry is coming to Belgrade not because they find it interesting indoors, but because they have recognized this as a place where they can easily connect with colleagues and the value chain of that industry worldwide,” he pointed out.

As he added, it is no coincidence that GITEX Global is coming to Belgrade, because, beyond its geographical position, what you offer is equally important.

“We have digital infrastructure when it comes to the development of artificial intelligence, including a Data Center equipped with state-of-the-art technologies. A third supercomputer will be arriving soon. We are one of only a few countries in Europe that have this kind of infrastructure, and that contributed to their saying – Belgrade is interesting to us,” emphasized Marko Čadež.

Čadež also announced that the license for the World Trade Center has been secured for Serbia in partnership with World Trade Center Dubai, which, in his assessment, opens space for the strategic positioning of Belgrade as one of the key trade fair and business hubs in Europe.

He stated that the goal is to link the World Trade Center license with the Expo 2027 project, as well as with future congress and exhibition capacities, including the Sava Center, in order to create a unified infrastructure for hosting major international events.

According to him, discussions are underway to organize Europe Food in Belgrade, the European “spin-off” of one of the world’s largest food trade fairs – Gulfood, which is held in Dubai.

“This would be one of the largest food trade fairs in Europe, and Belgrade would become its host destination,” said Marko Čadež.

He added that negotiations are also in their final phase regarding the organization of Europe Health, the European version of the globally renowned Arab Health trade fair, dedicated to the healthcare sector.

“These are massive events that fundamentally reshape the economic map of a destination,” Čadež emphasized.

The General Manager of the Sava Center, Kristina Milinčić, stated that Expo 2027 and the Belgrade Fair are not competitors to the Sava Center, but complementary segments of the same industry, which, together with hotels, the airport, and hospitality facilities, form the infrastructure of a destination.

“Expo 2027, that is, the Fair and the Sava Center, are not competitors. They are players in the event industry with different dynamics, but also different purposes and audiences,” Milinčić said.

As she explained, the Sava Center is designed for congresses and conferences of up to 5,000, 6,000, or even 7,000 participants, while the Fair and Expo 2027 site is intended for international trade fairs, large exhibitions, and gatherings with more than 10,000 visitors, which in format are closer to major summits.

“Every developed destination has both. These are complementary businesses that together strengthen Belgrade as a congress industry destination,” she emphasized.