Beogradski sajam

What Beogradski sajam does

Beogradski sajam (Belgrade Fair) is a Serbian state-owned exhibition and trade fair management institution operating under the Government of Serbia, headquartered in Belgrade with an estimated 11–50 employees. Founded in the 1930s, it operates the principal multi-hall exhibition complex in Serbia, comprising seven halls (numbered 1, 1A, 2, 3, 3A, 4, 5) and serving both domestic and international event organizers, exhibitors, and visitors. The institution functions simultaneously as venue operator and event organizer, generating revenue through exhibitor participation fees, ticketed visitor admissions, venue and space rental, technical and stand construction services, and on-site advertising.

Its product portfolio is anchored by flagship annual trade fairs spanning distinct sectors: the Belgrade International Book Fair (67th edition in October 2024 drew 203,350 visitors, 424 direct exhibitors, 881 total participants across 530 program segments), the Education Fair, GRAFIMA (graphic arts), the Tourism Fair, and Wine Vision. A podcast product and advertising inventory extend the brand beyond physical event windows. International participation at flagship events spans 14+ countries, and the institution has been a member of the Central European Fair Alliance (CEFA) since 2001.

The business model is a hybrid venue-plus-organizer model: Beogradski sajam both rents hall space to third-party event organizers and produces its own branded fairs end-to-end. Commercial partnerships with the Republic of Tunisia, Sava Centar, TOS (Tourist Organization of Serbia), and TOB (Tourist Organization of Belgrade) extend audience reach. Director Nikola Banković, who assumed the role in mid-2025 succeeding Danka Selić, was elected CEFA President in June 2026, elevating Belgrade Fair's standing in the regional exhibition governance ecosystem. No funding rounds, external investors, or disclosed financials are present in the available data, consistent with the institution's state-owned status.

Name

Beogradski sajam

Legal name

Beogradski sajam

Website

https://sajam.rs

Company type

Private

Founded year

1935

Operating status

Operating

Headcount range

51–100 employees

Short description

Beogradski sajam (Belgrade Fair) is a Serbian state-owned institution operating seven exhibition halls in Belgrade, hosting flagship trade fairs across publishing, education, tourism, graphic arts, and wine sectors for domestic and international exhibitors and visitors.

Ownership category

akta.pro rank

Product category

Exhibition and Convention Services

NAICS

Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920), Indoor and Outdoor Display Advertising (541850)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Exhibition & Trade Show Management (Conference-Adjacent) (THAHACAF)

akta.pro secondary industries

Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA), Pavilion & Country/Group Exhibit Build-Outs (THAHAHAD), Trade Show & Exhibition Marketing (Booth Design/Build) (MPAAAGAC)

Keywords

• Trade fair management
• Exhibition venue rental
• Event organization services
• Conference facilities
• Exhibition hall services

Headquarters

HQ city

Belgrade

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Exhibition Participation Fees: Fees charged to exhibitors for participation in trade fairs and exhibitions
2. Ticket Sales: Revenue from visitor tickets to exhibitions and fairs
3. Venue and Space Rental: Rental of exhibition halls, conference rooms, and business spaces
4. Technical and Construction Services: Stand construction, technical services, project validation for exhibitors
5. Advertising Services: Promotional and advertising services for exhibitors and partners

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Beogradski sajam operates a major exhibition complex in Belgrade hosting trade fairs, exhibitions, conferences, and cultural events. The company provides exhibition space rental across multiple halls, conference hall rental, business space rental, stand construction, technical services, advertising services, and visitor ticketing. Its flagship portfolio includes the International Belgrade Book Fair, Education and Teaching Tools Fair, GRAFIMA, International Fair of Tourism, and Wine Vision by Open Balkan.

Product overview

Beogradski sajam (Belgrade Fair) is a physical exhibition center and convention venue in Belgrade, Serbia, operating since 1936. The fair organizes numerous international trade fairs and exhibitions throughout the year across diverse industries including books, education, graphics/paper industry, tourism, and more. The facility offers exhibition halls (Halls 1-5, 1A, 2, 3, 3A, 4, 5), conference facilities, and ancillary services including technical services, advertising services, conference hall rental, business space rental, stand construction, and project validation. The fair also operates a podcast project (Belgrade Fair Podcast) to promote exhibitors and events. Key exhibitions include the International Belgrade Book Fair (69th edition), Education and Teaching Tools Fair (55th edition), GRAFIMA (46th edition), and the International Tourism Fair.

Differentiator

Problem solved

Functional benefit

Products and services

• International Belgrade Book Fair Annual flagship trade fair for publishers, book distributors, and literary organizations to exhibit books, secure distribution rights, and engage readers. The longest-running event on Belgrade Fair's calendar. Free admission for children up to 15 and persons with special needs.
• Education and Teaching Tools Fair Annual trade fair for schools, universities, educational publishers, ed-tech firms, and teaching tools suppliers to showcase educational content and teaching solutions to educator visitors.
• GRAFIMA - International Graphic and Paper Industry Fair International trade fair for the graphic and paper industry, gathering manufacturers, distributors, and service providers in the printing and paper sectors.
• International Fair of Tourism Annual international tourism trade fair co-hosted with the Turkish Embassy and Turkish Tourism Board, in partnership with the National Tourism Organization of Serbia and Tourism Organization of Belgrade. Targets tourism boards, travel agencies, hotels, and destination marketing organizations.
• Wine Vision by Open Balkan Wine industry trade fair bringing together wineries, distributors, and wine industry professionals from the Open Balkan region.
• Exhibition Venue Rental Rental of exhibition halls (Halls 1-5, 1A, 2, 3, 3A) at the Belgrade Fair complex for trade fairs, exhibitions, and events. Aimed at event organizers and corporate clients.
• Conference Hall Rental Rental of conference halls for corporate meetings, conferences, seminars, and business events.
• Business Space Rental Rental of business spaces within the Belgrade Fair complex for commercial and exhibition purposes.
• Stand Construction Services Design and construction of exhibition stands for exhibitors participating in trade fairs and events at the Belgrade Fair.
• Technical Services Technical services including electrical, plumbing, internet, and other technical infrastructure support for exhibitors and event organizers.
• Advertising Services Advertising services offered to exhibitors and partners at the Belgrade Fair, including on-site placement and promotional opportunities.
• Visitor Ticketing Sale of entry tickets to trade fairs and exhibitions at the Belgrade Fair, with online ticket purchase via ticketing.sajam.rs.
• Belgrade Fair Podcast Official podcast of Beogradski sajam distributed on YouTube, covering topics relevant to exhibitors, partners, and the fair industry.

Quantifiable outcome

• Record attendance of 203,350 visitors at the 67th International Book Fair
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and flagship.

• Turistička organizacija Srbije (TOS)coreGTM or Marketing Partner · 30 June 2026Long-standing partnership with Tourism Organization of Serbia. TOS is a key exhibitor at the International Fair of Tourism in Belgrade and contributes to the Wine Vision by Open Balkan event. Both parties meet regularly to enhance cooperation and plan joint promotional activities for tourism and economy promotion through fair events.
• Turistička organizacija Beograda (TOB)coreGTM or Marketing Partner · 24 June 2026Partnership for enhanced cooperation in promotional activities. TOB will distribute Belgrade Fair promotional materials through its networks and present major fair events at international tourism fairs, exhibitions, and promotional events abroad. The collaboration aims to strengthen Belgrade's position as a regional center for business events, fair industry, and tourism.
• Sava CentarflagshipStrategic or Co-development Partner · 18 June 2026Strategic collaboration with Sava Centar, Belgrade's premier conference center. Both institutions aim to enhance mutual relations, exchange institutional experiences, and define future directions for close cooperation. The partnership focuses on joint promotion of events, exchange of professional expertise, and coordinated market appearance to strengthen competitiveness and recognition.
• Republic of TunisiaflagshipStrategic or Co-development Partner · 1 January 2024Tunisia as Guest of Honor at the 69th International Belgrade Book Fair (October 23-31, 2026). High-profile diplomatic meeting held between Belgrade Fair and Tunisian Embassy delegation including Ambassador Imen Laajili Ammari to finalize participation details. Tunisia will showcase its literature, heritage, culture, and creative writers at Southeast Europe's most prestigious literary event.
• CEFA (Central European Fair Alliance)coreStrategic or Co-development Partner · 1 January 2001Beogradski sajam has been a member of CEFA since 2001. CEFA is a prestigious fair organization gathering key fair institutions from Central and Southeast Europe. With 20 members from 15 countries, CEFA defines principles for organizing trade events. In 2026, Director Nikola Banković was unanimously elected as CEFA President, marking a significant leadership role for Belgrade Fair within the alliance. The membership provides platform for knowledge exchange, resource sharing, and best practices among leading international fairs.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Belexpocentar (Sofia International Fair): Bulgaria's leading exhibition center and direct Southeast European peer. Operates multi-hall fairgrounds hosting comparable international trade fairs and competes with Belgrade Fair for regional exhibitors.
• Zagreb Fair (Zagrebački velesajam): Croatia's main exhibition venue and CEFA co-member. Operates exhibition halls hosting international trade fairs; directly comparable in scope, region, and CEFA network participation.
• Sava Centar: Belgrade's premier conference and event center; a direct local peer and explicit strategic partner of Beogradski sajam. Both operate large-scale event venues in the same city and overlap in serving B2B conference and exhibition demand.

Broad incumbents

• Messe München: One of the world's largest exhibition companies, operating Messe München and running international trade fairs. A broad incumbent peer in scale, infrastructure, and event portfolio depth.
• Reed Exhibitions: World's largest exhibition organizer operating hundreds of trade and consumer events globally. A broad incumbent that competes with regional operators for international exhibitor mindshare and B2B event IP.
• Messe Frankfurt: Global exhibition organizer and venue operator. Operates its own fairgrounds and runs hundreds of trade fairs worldwide, providing a benchmark for international exhibition standards and a competitor for premium international exhibitors.
• Koelnmesse: Major German exhibition organizer with extensive trade fair portfolio. Comparable as a large established player in the European trade fair industry with multi-hall infrastructure.

Regional players

• Poznań International Fair (MTP): Poland's leading trade fair organizer and a Central European CEFA-region peer. Comparable scale, multi-hall infrastructure, and recurring flagship trade fairs; serves as a strong benchmark for regional fair economics.
• Messe Wien (Vienna Exhibition Center): Austria's leading exhibition venue and CEFA-aligned peer. Comparable multi-hall infrastructure hosting international fairs; serves the same Central European market geography.
• Novi Sad Fair (Novosadski sajam): Serbia's second-largest fair operator, located in Novi Sad. Domestic peer operating in the same country with overlapping trade fair verticals and competing for some Serbian exhibitor base.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLJOvkD9WOFdw
• Xx.com/bgdsajam

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Beogradski sajam