Serbia’s EXIT music festival is scheduled to return to Petrovaradin Fortress in Novi Sad in July 2027, with a special edition preceding a planned full-scale comeback in 2028. Its return is expected to create business opportunities across accommodation, catering, transport and event services.
Organisers announced the plans on October 29, following EXIT’s absence from Serbia in 2026, when it held events at international destinations instead of its traditional Novi Sad venue.
The festival’s economic contribution extends beyond ticket sales and entertainment. Research by Novi Sad-based TIM Centar estimated that EXIT generated €23.7 million for the Serbian economy in 2024, taking its cumulative economic impact since its establishment to more than €270 million. The 2024 edition recorded more than 210,000 attendances over four days, with international visitors representing an estimated 67% of the audience. Survey respondents reported average spending of €592 during their stay in Novi Sad and Serbia, while approximately 83% said the festival was their main reason for visiting the city.
Hospitality and event services prepare for renewed demand
The return could provide a concentrated period of demand for Novi Sad’s hotels, short-term accommodation providers, restaurants, bars and passenger transport operators.
For hotels and private accommodation businesses, the July event could restore a major seasonal booking period, supporting occupancy and room rates. Restaurants, local suppliers and entertainment venues may also benefit from visitor spending.
Additional business activity is generated through event production, security, logistics, technical equipment, marketing and temporary employment. Smaller companies and independent service providers can also participate in supplying festival-related services.
The scale of the 2027 edition has not yet been established. Organisers have not announced its duration, attendance capacity, programme or ticketing arrangements, meaning the €23.7 million economic contribution recorded in 2024 cannot be treated as a forecast for the special edition.
Novi Sad tourism records growth despite festival absence
The planned comeback follows continued expansion in Novi Sad’s tourism market during 2026.
According to the city’s tourism organisation, Novi Sad received 148,234 tourists between January and August 2026, up 10% year on year. Registered overnight stays increased by 2.4% to 368,361, including more than 271,000 overnight stays by foreign visitors.
The figures show that the city’s tourism sector maintained growth despite EXIT’s absence from its traditional venue. Its return could therefore add international event-related demand to an already expanding visitor market. For investors in hotels, serviced apartments and other tourism assets, the festival represents an additional seasonal revenue opportunity. Long-term investment decisions will still depend on occupancy and demand outside the event period.
International audience supports tourism promotion
EXIT has built an international profile over more than two decades as a major European music festival. Its previous audiences included visitors from Germany, Hungary, the Netherlands, Britain, Austria, France and other Southeast European countries.
The festival’s international activities during 2026 could also provide opportunities to reach additional markets when it resumes at Petrovaradin Fortress. Its return is relevant to Serbia’s cultural tourism and international events sectors, with visitor expenditure extending across accommodation, catering, transport and entertainment.
The planned special edition in 2027, followed by a full-scale return in 2028, gives Novi Sad’s tourism and hospitality businesses an opportunity to prepare capacity, marketing activities and commercial partnerships around the festival’s return.
