Resounding success for New Deal Europe Marketplace & Forum 2025

The New Deal Europe Marketplace & Forum 2025, held at the end of March 2025 in London, proved to be a resounding success with the B2B marketplace delivering over 1,500 successful meetings, paving the way for increased tourism to the region from global markets.

This year’s event set new records with over 200 delegates attending. Tourism professionals from all 12 destinations of Southeast Europe with tour operator and travel agent buyers from the UK, Europe and USA met for a day of insightful discussions, networking, and business meetings.

Collaboration

The event included three destination presentations focused on Croatia’s capital, Zagreb, the Julian Alps and Karst region of Slovenia and a special feature on Moldova, which included Moldovan wine and food tasting for the international buyers and the representatives.

The forum element of the event, hosted by the European Tourism Association (ETOA) and chaired by Rachel Read, Director of Insight, opened with some primary research commissioned by New Deal Europe and findings were delivered by statistician David Edwards, on visitor spend in the destinations.

 Key Outcomes

• Most destinations in Southeast Europe earn considerably less per tourist than more established European tourism destinations
• Albania tourism increased by one million in 2024 to 11 million visitors, but spend per tourist decreased
• Serbia has seen visitor expenditure increase massively since the pandemic due to visa free travel for China and India, and new direct flights
• Serbia is seeing an increase in high-end and luxury hotels
• Groups provide the best way to increase visitor spend due to programme contents
• High spending FITs are looking for unique experiences and the ‘next big thing’
• The Balkans and Southeast Europe have much to offer at excellent prices
• The USA is the highest spending market but is still underdeveloped in the region

Tine Murn, co-founder of New Deal Europe commented: “Bringing together over 200 delegates from Southeast Europe and key global markets, this year’s Forum and Marketplace not only exceeded expectations, but clearly showed that our region is becoming one of the most talked-about in the global tourism industry. The strong interest from buyers – especially from high-spending markets like the USA – confirms that Southeast Europe is finally being recognised as a destination that is both part of Europe and exotic enough to offer something truly different, with real potential for tourism growth in the years ahead.”

 Looking ahead, New Deal Europe is excited to announce that next year’s Marketplace & Forum will take place on 24th March 2026 at the iconic Emirates Stadium in London.

The article Resounding success for New Deal Europe Marketplace & Forum 2025 first appeared in TravelDailyNews International.