Cyprus wrapped up its participation at the Sajam Turizma 2026 tourism fair in Belgrade, where it served as the event’s guest country for the first time.
The decision to honor Cyprus at this year’s fair was agreed last April during President Nikos Christodoulides’ visit to Belgrade and his meeting with Serbian President Aleksandar Vučić.
The exhibition opened on Feb. 19, with Serbia’s Prime Minister, Dr. Đuro Macut, and Cyprus Deputy Minister of Tourism Kostas Koumis jointly inaugurating the event. Serbia’s Minister of Tourism and Youth Husein Memić and other officials attended.
During his stay in Belgrade, Koumis held a series of political and technical meetings, including with Memić, Sports Minister Zoran Gajić, Serbian Patriarch Porfirije, National Tourism Organization Director Marija Labović, the head of Serbia’s travel agents’ association Aleksandar Senicic, senior Air Serbia executives and Serbian tour operators. He was accompanied by Cyprus’ ambassador to Serbia, Andreas Fotiou, and officials from the Deputy Ministry of Tourism. Koumis also gave interviews to Serbian media.
The fair featured Cyprus’ newly redesigned tourism pavilion, showcasing local tradition and nature through updated visuals, video‑wall technology and decorative elements. The pavilion also hosted live demonstrations of Cypriot dishes in cooperation with the Cyprus Chefs Association, as well as cocktail presentations with the Cyprus Bartenders Association, accompanied by music and dance performances.
Twenty Cypriot tourism businesses and organizations took part, including travel agencies, hotel groups, regional tourism bodies and the Cyprus Agrotourism Company.
Serbia remains a growing market for Cyprus. Arrivals reached 63,000 in 2025 — a 57% increase from the previous year and triple the 2022 figure.
Koumis said the Belgrade fair is a key event for both Serbian travelers and tourism operators across the Balkans. He added that Cyprus aims to maintain last year’s gains across all markets and increase winter arrivals, including from Serbia.
He said Serbia’s government has shown strong interest in expanding cooperation in tourism, building on the positive momentum created by recent high‑level contacts. Koumis and Memić agreed to sign a tourism cooperation memorandum in Cyprus in the coming months. He also discussed sports tourism opportunities with Gajić.
Koumis noted that Belgrade’s Nikola Tesla Airport has effectively developed into a regional hub — a trend he said could create new opportunities for Cyprus with sustained effort.
“We continue with the goal of keeping the Serbian market at high levels, while investing in strengthening cooperation between the two countries in tourism,” he said.