From September 16 to 19, 2026, Hall 3 of the Belgrade Fair hosted the 46th edition of Grafima, the International Fair of Graphic, Paper and Creative Industry. Simultaneously, the PAK-AM and Biro-expo trade fairs were held. This year’s host of Grafima was Konica Minolta Business Solutions SE d.o.o.
This year’s Grafima occupied a significantly smaller exhibition area than in previous years. Several major exhibitors were absent, and attendance appeared noticeably lower. There are multiple reasons behind this turn of events.
One key factor is certainly the multi-year uncertainty surrounding the future of the current exhibition grounds and a potential relocation. Conversations with exhibitors revealed that they still lack a clear picture regarding when and under what conditions Grafima might take place at a new venue.
Decisions to participate may also have been influenced by regional acquisitions and industry consolidation. Some companies that used to exhibit regularly no longer enjoy the same level of support from parent companies, while marketing budgets are increasingly redirected toward other promotional channels.
On top of that, there is the cost of exhibiting, which a segment of exhibitors has long viewed as high relative to the business results achieved at the fair. As a result, many are increasingly supplementing or partially replacing traditional fair appearances with their own Open House events.
However, part of the responsibility for disappointing fair outcomes lies with the exhibitors themselves. A mismatch is frequently observed between the size of a booth and the technology being showcased. Some exhibitors attempt to attract attention with lavish stands and bars to project a powerful corporate image. However, the cost of such a booth must serve a clear business objective and remain proportionate to expected return on investment.
When investment in a lavish booth cannot be justified by the contacts and leads generated, disappointment is understandable. Therefore, the causes of a weaker outcome should not be sought solely in the fair itself or the wider market. Exhibitors must also re-examine their own choices regarding what they present, to whom, and at what cost. Scaling down and shaking hands with every visitor may ultimately prove more effective than bypassing the event entirely and missing out on potential buyers.
Why Is Grafima Important?
The printing industry still needs Grafima as a shared gathering place for networking and showcasing innovations. For decades, it served as a primary platform for building business relationships and driving the growth of the digital printing market in Serbia, while exerting a much broader regional influence.
A drop in exhibitors and visitors risks triggering a downward spiral: a more modest showcase diminishes audience interest, while lower foot traffic makes it harder for exhibitors to justify participation costs. Escaping this cycle requires a joint effort from both organizers and industry players.
The organizer faces the task of presenting a clearer vision for the fair’s future and adapting its content to emerging segments of the graphic arts industry. On the other hand, exhibitors should consider what the industry loses if promotion shifts entirely to standalone Open House events. While such private events are valuable for direct client engagement, they often draw the same familiar circle of contacts. A collective trade fair offers broader opportunities to connect with new clients and partners, as well as share insights across the entire industry.
It also remains an open question whether relocating to a new fairground within the Expo Belgrade development could reduce organizational and exhibiting costs, injecting new momentum into the fair. Without clear conditions and a firm timeline, however, that remains speculative for now.
Grafima needs a surge of new energy, but also a joint consensus between organizers and the industry on the type of trade fair they want in the years ahead. A tradition spanning nearly half a century should not merely be preserved, but actively adapted to a market that has evolved significantly in the meantime.
Awards for the Best Exhibitors
A long-standing fair tradition is the presentation of the Golden Seal (Zlatni pečat) awards to the most successful exhibitors. According to the organizer’s announcement, this year’s Golden Seal was awarded to Konica Minolta Business Solutions SE d.o.o. from Belgrade. The Silver Seal went to XPRO d.o.o. from Belgrade, while the Bronze Seal was awarded to Misija Plus d.o.o. from Belgrade.
