Gitex Global Sets Sights on Southeastern Europe: Belgrade to Host Landmark AI Event in 2027

October 14, 2025 at 15:38 PM EDT

The world's largest technology fair, Gitex Global, has announced a significant expansion into Southeastern Europe, with the vibrant city of Belgrade, Serbia, slated to host its inaugural regional event, "Gitex AI Serbia." Scheduled for May 26-27, 2027, this landmark event will coincide with the specialized exhibition Expo 2027 Belgrade, marking a pivotal moment for the region's burgeoning tech ecosystem. The announcement, made in October 2025 during the 45th Gitex Global fair in Dubai, where Serbia participated as a partner country, signifies a growing global interest and investment in the technological potential of Southeastern Europe.

This strategic move is poised to transform Belgrade into a critical nexus for innovation and digital transformation, attracting international investment and fostering collaboration across the global AI community. By bringing Gitex's immense influence to Serbia, the event aims to accelerate the region's digital agenda, showcase its technological prowess on a global stage, and solidify its position as a dynamic bridge between East and West in the rapidly evolving landscape of artificial intelligence and digital innovation. The ripple effects are expected to be profound, stimulating economic growth, talent development, and cross-border partnerships throughout Southeastern Europe.

A New Era for Regional Tech: Unpacking Gitex AI Serbia's Debut

The decision to establish "Gitex AI Serbia" in Belgrade is a culmination of strategic developments and a recognition of Serbia's growing stature in the global tech arena. The announcement itself was a highlight of the 45th Gitex Global fair in Dubai in October 2025, an event where Serbia played a prominent role as a partner country, underscoring its commitment to technological advancement and international collaboration. This partnership laid the groundwork for the subsequent decision to bring the prestigious tech fair to Belgrade.

Gitex AI Serbia, slated for May 26-27, 2027, is not merely an exhibition; it is envisioned as a comprehensive platform designed to connect investors, startups, universities, and industry leaders. The event's focus on Artificial Intelligence is particularly significant, reflecting the global emphasis on AI as a transformative technology. Key players involved in this initiative include Gitex Global itself, the Serbian government, the Serbian Chamber of Commerce and Industry (PKS), and the organizers of Expo 2027 Belgrade. Marko Čadež, President of the Serbian Chamber of Commerce and Industry, has been a vocal proponent, highlighting Serbia's decade-long reforms in education to meet technological demands, the tripling of its IT professionals, and impressive annual IT service exports reaching up to $5 billion. Danilo Jerinić, director of EXPO 2027 Belgrade, emphasized the event's role as a catalyst for international partnerships.

The timeline leading up to this moment includes Serbia's consistent efforts to bolster its ICT sector, which now contributes 10% to its national GDP and achieved record exports of $4.31 billion in 2024. The country has ambitious targets, aiming for $11.7 billion in ICT exports and 140,000 IT professionals by 2027, the same year Gitex AI Serbia will debut. Initial reactions from the industry have been overwhelmingly positive, with stakeholders viewing the event as a monumental opportunity for Serbia and the broader Southeastern European region to attract significant foreign direct investment, foster innovation, and integrate more deeply into the global technology value chain. The alignment with Expo 2027 further amplifies its potential impact, creating a unique synergy that will draw a diverse international audience.

Corporate Fortunes: Who Stands to Gain or Lose?

The arrival of Gitex AI Serbia in Belgrade is set to trigger a significant re-evaluation of opportunities and challenges for various companies, both within the region and globally. Local Serbian tech companies are poised to be major beneficiaries. Firms like Endava (NYSE: DAVA), which has a significant presence in Eastern Europe, or smaller, agile Serbian startups in AI, software development, and digital services, will gain unprecedented exposure to international investors, partners, and potential clients. This exposure could lead to substantial investment rounds, strategic partnerships, and accelerated market penetration. The event will also foster a competitive environment, pushing local companies to innovate and upgrade their offerings to meet global standards.

Conversely, companies that fail to adapt or engage with the opportunities presented by Gitex AI Serbia might find themselves at a disadvantage. Regional tech firms that are slow to embrace AI or digital transformation, or those that lack the capacity to scale and attract international talent, could lose market share to more agile competitors. Furthermore, established global tech giants such as Microsoft (NASDAQ: MSFT), Google (NASDAQ: GOOGL), and Amazon (NASDAQ: AMZN), which already have a presence or significant cloud infrastructure in Europe, stand to gain by deepening their engagement with the emerging Southeastern European market. They can leverage Gitex AI Serbia to scout for talent, identify potential acquisitions, and expand their client base within a rapidly digitizing region.

The event will also create a fertile ground for venture capital firms and angel investors specializing in technology. Firms looking to tap into emerging markets and high-growth potential will find Belgrade a crucial meeting point. Companies involved in AI hardware, cybersecurity, and smart city solutions are particularly well-positioned to benefit from the focused theme of Gitex AI Serbia and the broader digital transformation agenda it promotes. However, companies operating in traditional industries within the region that do not embrace digital change risk falling behind, as the tech fair will undoubtedly accelerate the pace of innovation and disruption across all sectors.

Wider Significance: Reshaping Global Tech Landscapes

Gitex Global's expansion into Southeastern Europe through Gitex AI Serbia is far more than a localized event; it represents a significant shift in global technology trends and investment patterns. This move underscores a broader industry trend of decentralization in tech innovation, moving beyond traditional hubs like Silicon Valley, London, and Berlin to embrace emerging markets with untapped potential and skilled workforces. Southeastern Europe, with its growing pool of IT professionals and supportive government policies, is increasingly recognized as a viable and attractive alternative for tech development and investment.

The potential ripple effects on competitors and partners are substantial. Other major tech conferences and exhibitions might consider similar regional expansions, intensifying competition for hosting rights and investment in emerging tech ecosystems. For existing tech hubs in Western Europe, this could mean increased competition for talent and investment, but also new opportunities for collaboration and market access through the Belgrade gateway. Regulatory and policy implications are also noteworthy; as Serbia aims to position itself as an innovation hub, it will likely continue to refine its legal framework to attract foreign investment, protect intellectual property, and foster a favorable business environment for tech companies. This could set a precedent for other nations in the region.

Historically, major tech events have often served as catalysts for economic and technological transformation in their host cities. Comparisons can be drawn to how events like CeBIT in Hanover (though now discontinued in its traditional form) or even early Gitex events in Dubai helped solidify those regions as tech players. Gitex AI Serbia, by aligning with Expo 2027, leverages a similar strategy, combining a focused tech exhibition with a broader international showcase. This strategic co-location amplifies its potential impact, positioning Southeastern Europe as a pivotal technology corridor linking European, Asian, and Middle Eastern markets, and exerting the "soft power" of AI and technology to rally inter-country cooperation and co-create a new global paradigm.

The Road Ahead: Opportunities and Challenges

The launch of Gitex AI Serbia in 2027 heralds a period of dynamic evolution for Belgrade and the broader Southeastern European tech landscape. In the short term, the immediate focus will be on the logistical and promotional efforts leading up to the event. This includes attracting a diverse range of exhibitors, securing high-profile speakers, and engaging international delegations. The successful execution of Gitex AI Serbia will be critical in solidifying Serbia's reputation as a reliable and attractive destination for major international tech events. Short-term market opportunities will emerge for event management companies, hospitality providers, and local businesses catering to the influx of international visitors.

Looking further ahead, the long-term possibilities are transformative. Gitex AI Serbia is expected to act as a sustained magnet for foreign direct investment into the region's tech sector, fostering the growth of local startups and encouraging multinational corporations to establish or expand their R&D centers in Belgrade. This could lead to a significant increase in high-skilled job creation, boosting the regional economy and stemming brain drain. Potential strategic pivots for companies in the region might involve specializing further in AI-driven solutions, developing stronger international partnerships, and enhancing their talent development programs to meet the demands of a globally competitive tech market.

However, challenges will also emerge. Competition for talent will intensify, potentially driving up wages and creating pressure on smaller local firms. Infrastructure development, particularly in digital connectivity and specialized tech facilities, will need to keep pace with the accelerated growth. Regulatory frameworks will require continuous adaptation to support rapid technological advancements and protect data privacy. Market opportunities will be particularly strong in areas like AI development, data analytics, cybersecurity, and fintech. Potential scenarios range from Belgrade becoming a top-tier European tech hub, rivaling established centers, to a more modest but still significant growth, depending on sustained investment, policy support, and the ability of the local ecosystem to innovate and integrate with global networks.

A New Dawn for Southeastern European Tech

Gitex Global's strategic expansion into Southeastern Europe with "Gitex AI Serbia" in Belgrade in 2027 marks a pivotal moment for the region's technological trajectory. The key takeaway is clear: Southeastern Europe is no longer just an outsourcing destination but an emerging hub for innovation and digital transformation, particularly in Artificial Intelligence. This event is a powerful validation of Serbia's consistent efforts to cultivate a robust tech ecosystem, characterized by a rapidly growing pool of IT professionals and a supportive policy environment.

Moving forward, the market is poised for accelerated growth and increased internationalization. Investors should closely watch the development of Serbia's ICT sector, particularly its ability to attract and retain top-tier tech talent and secure significant foreign direct investment in the lead-up to and following Gitex AI Serbia. The event's alignment with Expo 2027 provides a unique synergy, promising an even greater platform for global visibility and collaboration.

The lasting impact of Gitex AI Serbia is expected to be profound, solidifying Belgrade's position as a critical node in the global tech network and acting as a catalyst for sustained innovation and economic development across Southeastern Europe. This initiative underscores a broader trend of technology's decentralization and the rise of new innovation hubs, promising a more diverse and dynamic global tech landscape. Investors should look for opportunities in local tech companies, AI startups, and infrastructure development projects, as the region prepares to step onto the global stage with unprecedented confidence and ambition.

This content is intended for informational purposes only and is not financial advice

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