Luca Gori: “EXPO 2027 Belgrade to boost visibility for Made in Italy”

Luca Gori: “EXPO 2027 Belgrade to boost visibility for Made in Italy”

In an interview published on 10 May 2026, Italy’s ambassador to Serbia, Luca Gori, summarizes bilateral dynamics and the Embassy’s cultural and economic initiatives ahead of EXPO 2027 in Belgrade. Gori describes Serbia as “dynamic, resilient and in transformation” and highlights Italy’s role as Commissioner for the Expo.

Key initiatives and projects

• The contract for the Italian pavilion at EXPO 2027 has been signed; the event will bring together over 130 countries.
• The Embassy has launched the 2026 programme “Play with IT” to showcase Italian creativity through five main events:

• Play with Design
• Play with Sound
• Play with Sport
• Play with Tech
• Play with Food

The calendar also includes a Business Forum in May focused on energy, infrastructure and industrial safety, and a June Innovation Forum on “Human-Centered Innovation” co-organized with partners such as Arduino, Intesa Sanpaolo Innovation Center, Generali, CDP, Confindustria Serbia, ICE and SIMEST.

Priority sectors: artificial intelligence, agri-tech, green transition and energy sustainability are identified as promising areas for Italian companies in Serbia.

The Embassy has also launched a Made in Italy promotion campaign with the ICE Office in Belgrade targeting Serbian retail and Italian DOP/IGP products. The ambassador’s account blends cultural diplomacy and economic promotion, aiming to use EXPO 2027 as a platform to increase visibility and opportunities for Italian businesses and cultural operators.