New Deal Europe to Host Annual Marketplace and Forum Next Month

Why It Matters

The attendance surge underscores rising demand for Southeast European travel, and the expanded supplier lineup gives buyers fresh market entry points, making the event a pivotal driver of regional tourism growth.

Key Takeaways

• Attendance up 20% year‑on‑year.
• Event at Emirates Stadium, 2026 Marketplace.
• Armenia joins as guest destination.
• Forum focuses on river and ocean cruising trends.
• Post‑event FAM trips to four Balkan countries.

Pulse Analysis

The 2026 New Deal Europe Marketplace and Forum marks a notable escalation in Southeast European tourism activity, highlighted by a 20% jump in attendance. Holding the event at Arsenal’s Emirates Stadium not only provides a high‑profile venue but also signals the market’s confidence in large‑scale B2B gatherings. Organisers report record participation from UK and international buyers, reflecting a broader industry shift toward experiential travel and a desire to tap into emerging destinations across the Balkans.

A strategic addition this year is Armenia’s guest status, expanding the geographic scope beyond the traditional twelve nations. The Marketplace’s diverse portfolio—luxury, adventure, cultural, wine tourism, and tailor‑made FIT programmes—caters to sophisticated traveler preferences, while the Forum’s focus on river and ocean cruising addresses a fast‑growing niche. By exploring pre‑ and post‑cruise itineraries, the session equips suppliers with tactics to extend stays and increase per‑guest spend, aligning with the region’s ambition to capture higher‑value tourism.

Networking remains the event’s core value proposition, with Moldova‑sponsored wine tastings and four post‑event familiarisation trips to Slovenia, Zagreb, Bosnia‑Herzegovina, and Serbia. These immersive experiences foster deeper buyer‑supplier relationships and often translate into concrete bookings. As the flagship activity for New Deal Europe, the Marketplace and Forum not only showcase the Balkans’ evolving product offering but also act as a catalyst for sustained market expansion, positioning the region as a competitive alternative to traditional Mediterranean destinations.