In early January 2026, the Belgrade Tourist Organization (TOB) confirmed its participation in the 2026 China Outbound & Inbound Travel Market (COITM), scheduled to be held in Beijing from14 to 16 October , 2026.

The Tourist Organization of Belgrade (TOB) is a public service of the Assembly of the City of Belgrade, founded to conduct activities relating to development, preservation and protection of tourist values on the territory of Belgrade.  In promoting Belgrade as a tourist destination, the TOB, as a destination management organization, aggregates information on tourist services provided by hotels, restaurants, tourist agencies, souvenir manufacturers and artisans, manifestation organisers and all other professions that provide services for tourists visiting Belgrade.

In 2027, Belgrade will host World Expo! This globally anticipated event, scheduled to take place from 15^th May to 15^th August 2027, is expected to attract approximately 120 participating countries and over 4 million visitors. At that time, Belgrade will become a global focal point for culture and tourism. 

COITM is positioned to support global destinations, hospitality brands, resource suppliers, and tourism organisations seeking to connect with Chinese outbound travel buyers, agencies, and distribution platforms through structured B2B matchmaking and partnership development. 

COITM will provide unrivaled opportunities for Tourist Organization of Belgrade (TOB) to set up strategic partnerships and travel trade channel development in China, also it allows TOB to build sustained excitement and integrate Belgrade Expo into the planning cycles of Chinese travellers and tour operators for 2027. 

The Tourist Organization of Belgrade's participation in COITM 2026 in Beijing is not merely a promotional activity, but a critical strategic investment to ensure the success of the 2027 World Expo, as it directly targets the world's most valuable travel market to drive visitor numbers, builds essential trade partnerships, and creates a tourism legacy that will benefit Belgrade and Serbia for years to come. It aligns perfectly with the Expo's goal of making Belgrade a "global focal point."

You are welcome to visit the official website of the Tourist Organization of Belgrade (TOB) at www.tob.rs/en for more local tourism information!