Preparations for Expo 2027 in Belgrade have placed significant emphasis on the selection of global ambassadors who will help promote the international exhibition and attract worldwide attention to Serbia’s largest international event. Organizers say the role of the ambassadors goes far beyond celebrity endorsement, as they are expected to embody the values, message and global appeal of the exhibition while helping position Belgrade as a destination for innovation, culture, sport and international cooperation.
According to the organizers, the process of selecting ambassadors is based on several criteria, including international recognition, credibility, influence across different regions of the world and the ability to connect with audiences beyond politics and business. The ambassadors are expected to reflect the central theme of Expo 2027, “Play for Humanity: Sport and Music for All,” while helping to communicate the event’s vision to a global audience.
The first major international figure chosen as an Expo 2027 ambassador was sprint legend and Olympic champion Usain Bolt. Organizers highlighted his global popularity, sporting achievements and universal appeal as qualities that align with the exhibition’s focus on sport, youth, movement and inspiration. His appointment was presented as a way of linking the event to one of the most recognizable athletes in modern history.
The list was later expanded with the addition of Jackie Chan, one of the most recognizable figures in international cinema. Expo officials described Chan as a symbol of cultural exchange, creativity and humanitarian engagement, emphasizing that his global reputation would help further increase international visibility for the exhibition. Organizers stated that the combination of Bolt’s sporting legacy and Chan’s cinematic influence reflects the broader concept of Expo 2027, which seeks to connect sport, culture and innovation through a common global platform.
Officials involved in the project have indicated that additional international and domestic personalities could join the ambassador program in the future. The objective is to create a network of globally recognizable figures capable of promoting both the exhibition and Serbia itself to audiences across different continents. According to the organizers, ambassadors are expected to participate in promotional campaigns, public appearances and international presentations connected to Expo 2027.
Expo 2027 will be held in Belgrade from May 15 to August 15, 2027, under the theme “Play for Humanity: Sport and Music for All.” Organizers expect participation from more than 130 countries and millions of visitors, making it the largest international event ever hosted in Serbia and the first specialized world exhibition to be held in the Western Balkans. The ambassador program is being presented as one of the key tools for increasing the global visibility of the exhibition and strengthening its international profile ahead of the opening.
