Our Story

New Deal Europe was born at a trade fair in London in 2018. Tine Murn, a former Director of the Slovenian Tourist Board in the UK, and Robert Dee, a lifelong Balkanophile, who’s long career in tourism began as a tour escort on Cosmos Tourama’s ‘Jewels of Yugoslavia’, both realised that the Balkan region was under represented at the fair and resolved to do something about it. It seemed crazy that one of the most popular destinations on the planet did not have an event dedicated to driving tourism to it, and the idea to start the first ever Balkan focused travel trade event started to take shape.

It was not without its challenges. Several of the 11 countries of the Balkans did not have a representation office in London. Some had National Tourist Boards at home while others had Tourism Ministry’s taking care of marketing. Others had nothing at all. The pathway to spreading the word was difficult and complicated. 

Two years later, in partnership with experienced travel fair organisers, Jacobs Media Group, and with sponsorship from the Times of London, New Deal Europe was a sold out travel fair in London ready to welcome its first delegates. Then Covid struck. The event was postponed to October 2020 and relaunched as a global and virtual event, and is scheduled to deliver around 1,200 meetings and a series of keynote seminars on tourism in the Balkan region. 

It is our plan to grow New Deal Europe, move back to live events, and take the concept to different source markets. Thank you for helping us to deliver more business to the rich and varied landscape of South Eastern Europe.