Serbian Economy at International Fairs from Tokyo to Chicago

This year, Serbian companies from various sectors, ranging from the food industry to IT, will showcase their products and services at some of the world's most prestigious fairs across Asia, Europe, and the Americas. The goal is to increase exports, connect with international partners, and stay informed about the latest advancements in their respective industries. Organized by the Chamber of Commerce and Industry of Serbia (CCIS) and the Development Agency of Serbia, Serbian food industry representatives will participate in February fairs such as PRODEXPO in Moscow and GULFOOD in Dubai. In March, they will travel to Japan to attend FOODEX in Tokyo.

March also includes participation in the IT-focused EMBEDDED WORLD fair in Nuremberg and the BANJA LUKA EXPO general trade fair. April is reserved for the VINITALY International Wine Fair in Verona and the International Trade Fair in Mostar. In May, companies will present at THE SAUDI FOOD SHOW in Riyadh, Saudi Arabia, the LONDON WINE FAIR, and the PLMA Private Label Trade Show in Amsterdam.
Serbia's gaming industry will participate in GAMESCOM in Cologne, Germany, in late August, while October will feature representation at the leading global tech event GITEX GLOBAL in Dubai and the ANUGA food fair in Cologne.
In November, Serbian companies will attend four international fairs, including two in Shanghai, China—China International Import Expo (CIIE) and PROWINE SHANGHAI—along with PLMA CHICAGO in the United States and AGRITECHNICA in Hanover, Germany. The fair calendar traditionally concludes with the International Trade Fair in Tirana.
Participation in international fairs provides a crucial opportunity for domestic companies to expand their business, improve competitiveness, and establish connections with partners from various countries. These events not only boost exports but also strengthen global recognition, international positioning, and brand awareness for Serbian businesses. Fairs are ideal platforms for direct communication with potential buyers and partners, exploring industry trends and advancements, and exchanging knowledge and experiences, all of which contribute to business growth. This emphasizes Jovanka Ćalina, Head of the CCIS Trade Fair Center.
She explains that the Chamber of Commerce and Industry of Serbia, in collaboration with the Development Agency of Serbia, organizes national pavilions at leading global fairs to represent the Serbian economy collectively, offering significant advantages.
"National pavilions we organize are an efficient format. We save companies time and money by handling the entire participation process, which takes at least six months for each fair, sometimes even longer. Companies need to prepare well for showcasing their products and services at the national pavilion, with one of the most important aspects being to inform potential partners about their attendance in advance and schedule meetings," added Ćalina.

Among the most sought-after fairs are ANUGA in Cologne, SIAL in Paris (held every other year), PLMA in Amsterdam, and GULFOOD in Dubai. In recent years, the China International Import Expo in Shanghai has also gained significant attention. The Free Trade Agreement with China has further spurred Serbian companies' interest in exporting to this market, noted the CCIS representative.
Deals Worth €88 Million Signed Last Year
In 2024, the Chamber of Commerce and Industry of Serbia organized participation in 25 international fairs, including 20 in collaboration with the Development Agency of Serbia. At these global events, 362 Serbian companies showcased their offerings. A total of 65 contracts were signed with international partners, with the anticipated value of export deals reaching nearly €88 million.