FLASH
Shkruar nga Diplomatico | Pamfleti.net
From May 15 to August 15, 2027, over 4 million visitors from 120 countries will descend on Belgrade; with an investment of 1.2 billion euros for the exhibition and 18 billion euros for the accompanying infrastructure, Albania will not only have its national pavilion, but is paving the way for one of the biggest economic opportunities for Albanian tourism companies in recent decades...
On June 21, 2023, at the headquarters of the International Bureau of Exhibitions (BIE) in Paris, something happened that forever changed the perception of the Western Balkans. Belgrade won the right to organize EXPO 2027, leaving behind strong candidates such as Málaga (Spain), Minnesota (USA), Phuket (Thailand) and San Carlos de Bariloche (Argentina).
In a competition that lasted four rounds of elections, the Serbian capital received 81 votes in the final against Málaga's 70, confirming that our region was ready for the world's biggest stage. But what makes this event truly extraordinary for us Albanians is the officially confirmed fact: the Republic of Albania will be present with its National Pavilion, coordinated by the Albanian Investment Development Agency (AIDA), thus becoming part of a story that promises to transform not only the Belgrade Skyline, but also the entire Balkan tourism economy.
EXPO 2027 is not an ordinary fair. It is an International Specialized Exhibition, the same category that includes historic exhibitions such as EXPO 2000 in Hanover or EXPO 2015 in Milan.
Under the grand theme "Play for Humanity: Sport and Music for All", the exhibition will last 93 days; from May 15 to August 15, 2027, and will spread over an area of 25 hectares in the Surčin area of Belgrade (southwestern part of the city). Over 120 participating countries have already been confirmed, with the exact figure reaching 114 countries by June 2025 and then increasing to over 130 by March 2026. Over 4 million visitors from around the world are expected and over 8,000 events will be organized during these three months, including concerts, sports competitions, business forums, interactive virtual reality installations, AI hackathons and an entire zone dedicated to "Best Practices" where the most innovative solutions for sustainable cities will be showcased.
The three main sub-themes are "The Power of Play" (play as a means of healing and resilience), "Play for Progress" (play as an engine of innovation) and "Playing Together" (play as a bridge between cultures). But what makes this exhibition unique in the history of EXPOs is its language: here we do not talk about conflicts or divisions, but about play, sport and music as human superpowers to heal, progress and unite entire communities.
To understand the scale of this project, one must first look at the investment figures. According to official data, the exhibition itself costs around 1.2 billion euros, while the overall infrastructure project, including the entire EXPO complex and associated construction, is worth 18 billion euros.
This gigantic investment includes the construction of a new 52,000-seat national stadium, an Olympic-standard aquatic center, an entire EXPO village to accommodate participants and volunteers, as well as parks and green spaces according to a "bold ecological program". It is expected that during the exhibition period Serbia will earn about 1.1 billion euros in direct income, while the long-term economic effect is estimated to be ten times the initial investment, due to increased tourism, service exports and investor confidence.
The First International Planning Meeting (IPM) in June 2025 gathered over 400 delegates from 154 countries, a clear indication of global interest. Meanwhile, prestigious international hotels such as InterContinental, Swissotel (right in the EXPO area) and Ritz-Carlton are already opening in Belgrade, increasing the accommodation capacity for visitors.
This is where the importance of Albania comes into play. Our country's participation is not just a diplomatic formality. The Ambassador of the Republic of Albania to Serbia, Bardhyl Canaj, has personally welcomed the Albanian delegation in the preparatory meetings and has offered the embassy's full support for every phase of the preparations, from the beginning to the successful conclusion of this event. The Albanian Pavilion will have a dedicated program, which will present the objectives and priorities of our country in full harmony with the exhibition theme and strategic development policies. But what very few people have yet realized is that this presence opens a golden window for Albanian tourism companies.
Imagine: over 4 million people from all over the world; Americans, Chinese, Arabs, Europeans, Westerners and Easterners will be physically in Belgrade for three months. Most of them will be looking to extend their trip to explore the region. And Albania, with its stunning riviera, mountains, ancient cities and extraordinary hospitality, is the most attractive destination for a "post-EXPO vacation".
Ky nuk është thjesht një lajm i mirë; është një thirrje zgjimi për çdo agjenci turistike, çdo operator dhe çdo hoteler shqiptar që të fillojë përgatitjet që tani.
Le t’i shohim numrat konkretë. Nëse vetëm 10 për qind e vizitorëve të EXPO-s, pra rreth 400,000 njerëz, vendosin të kalojnë 3 deri në 5 ditë në Shqipëri, kjo përkthehet në miliona euro të ardhura direkte për hotelet, restorantet, guidat dhe agjencitë tona turistike. Një turist që qëndron 4 netë në një hotel me çmim mesatar 70 euro për natë, duke shpenzuar 50 euro në ditë për ushqim, udhëtime dhe aktivitete, gjeneron rreth 480 euro të ardhra. Shumëzuar kjo me 400,000 vizitorë, arrijmë në shifrën marramendëse prej rreth 192 milionë eurosh vetëm nga qëndrimet e shkurtra. Dhe kjo pa llogaritur efektin afatgjatë: një vizitor i kënaqur nga Kina, Brazili apo Gjermania do të bëhet ambasador i Shqipërisë në vendin e tij, duke sjellë edhe më shumë turistë në vitet në vijim. Për më tepër, në kuadër të EXPO-s, Dhomat e Tregtisë së Ballkanit po punojnë për të krijuar një platformë të përbashkët për bashkëpunim ekonomik rajonal, dhe Shqipëria është një pjesëmarrëse aktive në këtë proces.
Vetë tema e EXPO-s; sporti dhe muzika, përputhet në mënyrë perfekte me ofertën turistike shqiptare. A ka vend më të mirë për të pushuar pas një ekspozite intensive sesa plazhet e Ksamilit, festivalet e muzikës në Tiranë, shtigjet e ecjes në Alpet Shqiptare, apo qytetet e UNESCO-s si Gjirokastra dhe Berati?
Kompanitë tona turistike mund dhe duhet të krijojnë paketa të veçanta "EXPO + Shqipëri", të cilat përfshijnë transportin e organizuar me autobusë ose fluturime charter, guidat shqipfolëse për vizitorët ndërkombëtarë (anglisht, gjermanisht, kinezçe) dhe oferta speciale për ata që mbajnë biletën e EXPO-s.
Në mënyrë ideale, përfaqësues të kompanive tona turistike duhet të jenë të pranishëm fizikisht në pavijonin shqiptar gjatë gjithë ditëve të ekspozitës, për të informuar vizitorët, për të dhënë broshura dhe për të bërë rezervime në vend. Për më tepër, AIDA dhe ministritë përgjegjëse duhet të koordinohen për të siguruar që pavijoni shqiptar në EXPO të mos jetë thjesht një hapësirë ekspozimi statik, por një qendër aktive informimi për turizmin shqiptar, e pajisur me ekrane interaktive, materiale promovuese me cilësi të lartë dhe staf shumëgjuhësh.
Sigurisht, kjo mundësi nuk vjen shpesh dhe për këtë kërkohet përgjegjësi e madhe. Koha për të vepruar është tani, jo nesër. Serbia ka arritur objektivin e saj për të siguruar 100 vende pjesëmarrëse plot shtatë muaj përpara afatit, dhe takimi i radhës ndërkombëtar, do të finalizojë shumë detaje të rëndësishme operative.
Agjencitë turistike shqiptare duhet të jenë të pranishme në këto takime, të krijojnë partneritete me homologët e tyre serbë dhe të fillojnë promovimin e ofertave të tyre që tani.
They also need to prepare promotional materials in key languages (English, Chinese, Arabic, Russian, German), train staff to deal with high volumes of requests, and create websites and booking platforms that are friendly to international users.
At the same time, it is important for Albanian companies to understand that EXPO 2027 is not just for the three summer months; its legacy, in the form of increased destination profiles, new trade links and improved infrastructure, will continue for an entire decade.
In the end, EXPO 2027 Belgrade is more than an exhibition. It is a historic opportunity to rewrite the narrative of the Balkans, no longer as a region of conflict and division, but as a playground where culture, sport and music unite us in peace and prosperity. And Albania, with its officially confirmed presence, with an embassy actively supporting the process and with a growing tourism sector, has everything to gain. Our tourism companies have a period of just over a year ahead to prepare. Those who will act with speed, creativity and cooperation will reap the fruits of this magnificent summer of 2027; filling hotels, increasing revenues and creating new jobs. Those who will be left behind will watch others take what could be theirs. The invitation has been extended: the world is coming to the Balkans, with 4 million visitors, with 1.2 billion euros invested in the exhibition and with over 130 participating countries.
Let's show what we know how to do best; to welcome guests with open hearts, to give them our tastes, our sights and our unforgettable hospitality, and turn this wave of visitors into a sustainable wave of prosperity for Albanian tourism. /Pamphlet
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