a first-class tourist event, gathering the entire region of Southeast Europe and other parts of the world, will be held at the Belgrade Fair from 22 to 25 February 2024 The 45th International Tourism Fair (Halls 1, 1A, and 4) and the 19th International Fair of Hotel and Catering Equipment HORECA-EQUIPMENT
(Halls 2A and 2C)

The ITF International Tourism Fair is one of the business pillars of the Belgrade Fair and the entire Serbian tourism industry. With a significant impact on the economy, tourism ranks among the strong drivers of economic growth and development, creating synergy between related sectors and contributing to the overall prosperity of the country. The tourism sector directly and indirectly employs a large number of people, and revenues from tourism increase the country’s gross domestic product, providing stability to the economy.

The Partner Country of the Tourism Fair 2024 – Republic of Greece

Greece and Serbia continue their successful cooperation in the field of tourism through this year’s partnership at the 45th International Tourism Fair, where Greece, by far the most popular market for Serbian citizens vacationing abroad, will be specially presented as the Partner Country. In the pavilion of the National Tourism Organization of Greece, visitors can expect exhibitors from across the country, from regional representatives and tourist organizations from the most popular Greek destinations, to professional associations. During the fair days, visitors will be able to see most diverse and comprehensive offer of accommodation capacities, apartments, and hotels in continental and island resorts in Greece, which is a strong motivator to make a good and economical choice from the first-minute offer available at the fair.

This partnership will contribute to further enhancing tourist exchange between the two countries, considering that the number of Greek tourists in Serbia is constantly increasing.

Participants at the Tourism Fair

Traditionally, the most significant tourist agencies, associations and organizations, hotels, tourist centers, transportation companies, and international tour operators will be presented at the fair. With carefully planned and creative performances, all exhibitors at the Tourism Fair will strengthen their brands and effectively present their tourism offerings.

Fair Promotion of Special First Minute Offers

Thanks to exclusive fair prices, first-minute offers, and packages with a number of benefits, the Tourism Fair has been for years a favorite annual landmark for visitors to choose arrangements and destinations, and to explore everything the tourism sector has to offer.

This year, visitors will once again be able to choose from a wide range of options, according to their preferences: family trips, distant and exotic destinations, trips for young people, city breaks, vacations and recovery in spas, spa weekends in the mountains, eco and active tourism, congress events…

This year, Cambodia, Ecuador, Saint Lucia and Libya will participate for the first time at the Tourism Fair, while the countries returning and participating again are the islands of Indonesia, Cuba and Sao Tome and Principe.

Popular and favorite destinations that are continuously present at the fair will be there this year as well: Turkey, Greece, Montenegro, Tunisia, Bulgaria, Slovenia, Bosnia and Herzegovina, Croatia, Hungary, Cameroon, Gabon, Namibia and Cyprus.

Serbia at the Tourism Fair

Serbia, more and more attractive to domestic and international tourists, open for business in the tourism and hospitality sector, competes with world destinations at the Tourism Fair with its natural beauties, diverse accommodation capacities, rich gastronomic offerings, and hospitable people, which are undeniable qualities in promoting the experiences Serbia has to offer as a tourist destination.

Serbia will present its tourism assets in Hall 4 of the Belgrade Fair through presentations by the Tourist Organization of Serbia (TOS), Tourist Organization of Belgrade (TOB), Tourist Organization of Vojvodina (TOV), as well as numerous local and regional tourist organizations from all parts of Serbia. In halls 1a and 1, the Guarantee Fund of AP Vojvodina and the Provincial Secretariat for Economy and Tourism will have a noticeable presentation.

The Serbian Tourist Organization (TOS) is presenting in Hall 4 of this year’s International Tourism Fair in Belgrade under the slogan “Experience! SERBIA!”. In addition to active holiday, natural beauty and cities full of energy, TOS will also focus on the promotion of rich diversity through presentation of a new brochure titled “Strongholds of Spirituality”.

At 5 counters, the Ministry of Tourism and Youth of the Republic of Serbia, Ski Resorts of Serbia, Institute for Nature Conservation, Natural History Center Svilajnac, Traffic Safety Agency and Traffic Police Administration will present a new campaign “Get Ready for Winter and Equip on Time”, implemented in partnership with TOS at the most visited destinations in Serbia. A special feature of the stand will be the “Experience! SERBIA!” takeaway photo, where, with the help of AI technology, visitors of “Photo Booth” stand will have pictures from various destinations in Serbia.

Presentation of the Tourist Organization of Belgrade at this year’s Tourism Fair will be marked by the upcoming EXPO 2027 exhibition. Additionally, the focus of their presentation will be on tourist attractions, facilities, events offered by all Belgrade municipalities, cultural programs intended for domestic and foreign guests, gastronomy and entertainment.

Attractions and accompanying program

The Tourist Organization of the Municipality of Inđija will promote the project “Serbian Cappadocia,” the new tourist attraction of the Krčedin river islets. In the atrium of the Belgrade Fair, there will be a real hot air balloon, just like the ones flying over Turkish Cappadocia. On Thursday, Friday and Saturday (22/23/24.02.) from 12:00 to 14:00, visitors will have the opportunity to take photos in the balloon basket, participate in a game show, and win a hot air balloon trip.

B2B Business Program – The Future of Tourism and Global Market Connectivity

The focus of the event remains on business contacts between participants and business visitors, guests from the country and the region, as well as traditional markets where our people travel and those from which the largest number of tourists come to us. The Belgrade Tourism Fair, as the most visited tourism fair in the region and beyond, through a large number of business guests and B2B activities, constitutes a significant market of several tens of millions of potential tourists.

This year as well, all participants, foreign and domestic tourist agencies, have access to a B2B portal designed for registration of exhibitors and business visitors of active legal entities. Registration enables free promotion for companies and contacts with other registered members, as well as scheduling meetings with exhibitors and potentially making agreements for future collaboration.

Meetings are held in a special space “B2B Meetings” (Hall 1, gallery) and they are easily scheduled automatically through this unique B2B platform specially created for the needs of the event.

The time planned for meetings is 22.02. from 11:30 to 17:00 and 23.02.2024. from 10:30 to 17:00.

The 19th International Fair of Hotel and Catering Equipment HORECA-EQUIPMENT

Under the slogan “Be My Guest” and simultaneously with the Tourism Fair, the 19th International Fair of Hotel and Catering Equipment HORECA-EQUIPMENT will take place in halls 2A and 2C, bringing together numerous domestic and foreign companies from various fields related to hospitality industries that raise every tourist offer to a higher level – through production, distribution and sale of hotel and catering furniture, equipment for kitchen, restaurants and bars, as well as service activities, new business trends, supply, and functioning of hospitality facilities.

In the exhibition part, visitors will be able to see equipment for kitchens, restaurants, bars, hotels, security and reservation systems, a range of manufacturers and importers of well-known brands in the field of IT solutions, sound and lighting, as well as confectionery and bakery products, banquet equipment, workwear and footwear, linens, cleaning equipment, professional literature, and publications.

The program is expanded with current topics for all caterers, hoteliers, but also for visitors: interactive presentations at stands, demonstrations of hospitality skills, live ice cream and cocktail making on the latest equipment and product tastings.

For all those whose next adventure begins right at the Tourism Fair at the Belgrade Fair, this year’s discovering of a new world includes exploring new destinations, innovations in the tourism industry, getting acquainted with technological trends that improve traveling, using technology, virtual tours, digital guides, smart travel applications, as well as advice from experts who will explain how tourism adapts to modern travelers needs.

Loved by visitors and attractive for media reporting, so involving the widest audience, the four-day grand event makes tourism the central theme, and all business activities achieved during the fair later reflect on the entire tourism year, which is by rule marked by the current Tourism Fair.

Welcome to the Tourism Fair because “THE ADVENTURE BEGINS HERE!”

Opening hours of the Tourism Fair and the HORECA-EQUIPMENT Fair:

THU – SAT, 22 – 24 February: 10:00 AM – 7:00 PM
SUN, 25 February: 10:00 AM – 6:00 PM


Individual ticket price: 500 RSD
Group ticket (minimum eight people): 400 RSD
Business ticket with benefit package: 3,000 RSD
Car parking: 200 RSD per hour

Press accreditations:

You can apply for press accreditation by sending an e-mail to: press@sajam.rs

Media partners of the event:

SAT Media Group, TU Magazin, Travel Daily News, Adria Media Group, Color Press Group, Kongresniturizam.com, Place2Go, Style.rs, Events in Serbia, Turistička prizma, Turistički svet, Srbija koju volim, Turizam TV – Više od Putovanja, Caffe Montenegro, Lutajući putnik, Travel Digest, Adriatic Traveller, Tourism Today, Fashion travel, TV Front, Fijet.rs, TV Balkan Trip, RTV Tesla

Hotel partner: Hotel Mona Plaza