The New Deal Europe Marketplace & Forum 2025, held in London in late March, proved to be a major success in promoting tourism across Southeast Europe. The event hosted over 1,500 productive B2B meetings, bringing together more than 200 delegates, including tourism professionals from 12 Southeast European destinations and key travel buyers from the UK, Europe, and the USA. It provided an important platform for advancing the region’s tourism industry.
The forum showcased destinations such as Zagreb, Slovenia’s Julian Alps and Karst region, and Moldova, with a special wine and food tasting session introducing the region’s culture to international audiences. Key insights into visitor spending trends highlighted the region’s significant growth potential, especially with increasing tourism to countries like Serbia and Albania. This sets a promising foundation for future tourism development in the region.
A Record-Breaking Gathering of Tourism Professionals
The 2025 forum set a new benchmark, with more than 200 delegates from Southeast Europe joining tour operators and travel agents from across the UK, Europe, and the USA. The event offered a full day of strategic discussions, networking opportunities, and important business negotiations aimed at strengthening tourism ties between the regions.
Among the event highlights was a series of destination showcases featuring the Croatian capital of Zagreb, Slovenia’s Julian Alps and Karst region, and Moldova. Attendees were treated to a sensory introduction to Moldova, experiencing the country’s unique hospitality through wine and food tastings.
Key Insights from Tourism Research
The Forum also featured research presented by David Edwards, a statistician working with the European Tourism Association (ETOA) and New Deal Europe.
The findings shed light on visitor spending trends and the region’s economic performance:
- Southeast Europe continues to earn less per tourist compared to Western Europe.
- Albania saw an increase in tourists, with 11 million visitors in 2024—an additional 1 million compared to the previous year—despite a decrease in spending per visitor.
- Serbia experienced a sharp rise in tourism expenditure, fueled by new visa-free access for Chinese and Indian travelers and improved air connectivity.
- Luxury travel is growing in Serbia, with the development of new high-end hotels.
- Group travel remains the most effective model for increasing per capita spending.
- Free Independent Travelers (FITs) with larger budgets are increasingly seeking authentic, off-the-beaten-path experiences.
- The Balkans continue to offer great value for money and significant untapped tourism potential.
- The United States remains the top-spending source market but is still underrepresented in terms of arrivals.
Looking Ahead to 2026
Building on the success of 2025, New Deal Europe has announced that the 2026 Marketplace & Forum will take place on March 24 at London’s Emirates Stadium. This promises to be another landmark event aimed at strengthening Southeast Europe’s position in the global tourism market.
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