The State Department is preparing a major American push at Serbia’s Expo 2027 in Belgrade, The Pavlovic Today can reveal.
The plans, confirmed by a State Department official, show that Washington intends to use the first Expo to be held in the Balkans not only as a cultural showcase, but as a platform for deeper American economic engagement in Serbia and the wider region.
“We are very excited to be participating in Expo 2027 in Belgrade next year, and we are certain the USA Pavilion will be a great attraction for all Expo visitors who want to learn more about American sports and music as well as American innovation, business successes, and opportunities to collaborate,” a State Department official told The Pavlovic Today on Wednesday.
“Our operations contractor for the USA Pavilion, Trivandi USA, is actively engaging with American industry and business. Trivandi’s approach is designed to maximize participation from American companies while ensuring fairness, transparency, and compliance with Department policy,” a State Department official confirmed.
Asked by The Pavlovic Today whether participation would be open more broadly to American companies, including small and medium-sized businesses, the official said Trivandi would create a route for companies to put themselves forward.
“Trivandi USA will publish a mechanism for companies to express interest, ensuring open access alongside direct outreach.”
For American companies, that means potential access to an international event the State Department expects to attract four million visitors over three months.
The USA Pavilion will also showcase U.S. culture, technology and innovation.
“The USA Pavilion at Expo 2027 Belgrade celebrates the Expo theme of ‘Play for Humanity’ and highlights American excellence in sports, music, and the technologies and commercial partnerships that advance participation, achievement, and access.”
State Department: USA Pavilion offers “unique opportunity” to showcase America in Serbia and across the region
Asked whether Washington sees EXPO 2027 primarily as a bilateral engagement with Serbia or as a wider platform for U.S. economic and diplomatic engagement across the Western Balkans and Southeast Europe, the State Department pointed to previously public remarks emphasizing the relationship between Washington and Belgrade.
“As Under Secretary for Public Diplomacy Sarah Rogers noted in May during her travel to Belgrade to sign the participation agreement with the Serbia Expo Association, ‘…Expo will be a great opportunity to highlight our friendship and commercial ties’ with Serbia.”
The State Department provided The Pavlovic Today with new detail on the level of American political and business representation it hopes to see in Belgrade. Asked whether senior U.S. government officials are expected to travel to Serbia during EXPO 2027, the official pointed to the high-level delegations traditionally drawn by American pavilions at major international expositions.
“The USA Pavilion at each Specialized and World Expo receives multiple high-level delegations of U.S. political and business leaders. We hope to welcome many such visitors to Belgrade next year, as well.”
Washington is bringing together its diplomatic and commercial arms to connect American businesses with the Belgrade event.
“The Department of State’s Expo Unit is working with the Department of Commerce and U.S. Embassy Belgrade to ensure awareness of the USA Pavilion at Expo 2027 Belgrade for American companies.”
When The Pavlovic Today asked what success would look like, the State Department official gave a detailed account of the ambition behind the American presence.
“Expo 2027, the first Expo to be hosted in the Balkans, is expected to attract four million visitors over three months. The USA Pavilion provides the United States a unique opportunity to showcase the best of America in Serbia and across the region. The pavilion is an exciting platform for American companies to engage business leaders and government officials and foster American prosperity through trade and investment. Thousands of people will be introduced to American values and culture found in our music, sports, and technology. Given the vast scope of international attendance, the USA Pavilion will reaffirm America’s position as a world leader in innovation, business, and culture.”
