Published on
November 17, 2025
Greece and Serbia have signed a Memorandum of Understanding at the 40th Philoxenia tourism fair in Thessaloniki, a new framework for cooperation in the tourism and exhibition sectors. The signing brings together key stakeholders from both countries-the Greek national exhibition organizer TIF-Helexpo, the Provincial Secretariat for Economy and Tourism of Vojvodina, and the Novi Sad Fair, Serbia’s leading exhibition and conference venue. Together, they are laying the foundation for joint initiatives and business exchanges that will boost both countries’ tourism and exhibition industries.
A Strategic Partnership Focused on Real Projects
During the signing, Dr. Kyriakos Pozrikidis emphasized that this partnership would lead to real projects, built on the expertise both countries possess in the fields of tourism and exhibitions. He particularly highlighted the opportunity for Serbian participation in major Greek exhibitions such as Agrotica, given Vojvodina’s strong agricultural sector. This collaboration offers a direct pathway for expanding the presence of Serbia in key European exhibitions, promoting agriculture, tourism, and other sectors through joint efforts.
Tasos Tzikas, President of TIF-Helexpo, also underscored the long-standing relationship between Greece and Serbia. He noted that this foundation creates an ideal environment for deeper cooperation and successful joint initiatives in the future.
Strengthening Tourism and Cultural Ties Between Greece and Serbia
Nenad Ivanišević of Vojvodina described the MoU as a major milestone, emphasizing the close cultural and historical ties between the Greek and Serbian communities. He pointed out that Vojvodina should be a consistent presence at TIF-Helexpo events, showcasing its strengths in agriculture and tourism. Ivanišević also extended a warm invitation to TIF-Helexpo to visit Serbia and explore opportunities for further collaboration, saying, “We want to show you everything we have.”
Slobodan Cvetcović, CEO of Novi Sad Fair, highlighted the potential for stronger exhibition links between TIF-Helexpo and the Novi Sad Fair, both of which are instrumental in the growth of the Balkan exhibition market. With the growing influence of Serbia in regional and international exhibitions, this MoU positions the Novi Sad Fair as a hub for tourism and business events, drawing attention to the importance of Serbia as a meeting point for the Balkans and Europe.
Increased Serbian Presence at Philoxenia 2025
The Philoxenia tourism fair in Thessaloniki saw Serbia’s expanded presence this year, with more Serbian cities participating than ever before. This surge in Serbian participation signals a growing recognition of the importance of international collaboration in the tourism sector, and the MoU strengthens the cultural and business ties between the two nations. As Serbia continues to focus on increasing its presence in global tourism markets, the partnership with TIF-Helexpo will provide the necessary platform for growth and visibility.
A Vision for Future Steps
Angela Varela, President of GNTO, echoed the sentiments of the other signatories, referring to the strong bond between Greece and Serbia and the importance of continuing to strengthen the relationship. The partnership at Philoxenia 2025 marks the beginning of a coordinated effort to enhance both countries’ tourism presence globally, creating more opportunities for business engagement and cultural exchange.
A Growing Tourism and Exhibition Hub in the Balkans
The signing of the MoU sets a strategic direction for both nations, especially in the growing Balkan tourism market. By collaborating on exhibitions and tourism promotion, the Greece-Serbia partnership is poised to become one of the leading tourism corridors in the region. The MoU offers a blueprint for future growth in the tourism and exhibition sectors, ensuring that both Greece and Serbia benefit from the burgeoning interest in the Balkan region.
Greece and Serbia’s Future in Tourism and Exhibitions
The Memorandum of Understanding between Greece and Serbia at Philoxenia 2025 marks a very important step toward regional cooperation in the Balkan tourism industry. The agreement not only raises the level of exhibition collaboration but also opens broad prospects for increased tourist exchanges, cultural promotions, and business development. With close collaboration by both countries, this partnership will foster growth in both the Greek and Serbian tourism and exhibition sectors, opening new opportunities for travelers, entrepreneurs, and professionals alike.
This cooperation will seal not only the centuries-long tradition of relations between Greece and Serbia but also restore the position of the Balkans in the world tourism market. This is expected to make the Balkan region an even stronger player in the international tourism market, where travelers from all over the world will come to see the highly valued cultural and historical heritage, combined with the natural beauties of both countries.
