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The
Sailing Stormy Waters
By Mirko Dautović
name of the next resident of the White House will
matter a lot in terms of global politics. However, more importantly, the U.S. will likely – hopefully for some and regrettably for others - regain its power of agency
s readers of this commentary, you will have one important advantage over its author: you will know who won the U.S. presidential election, the most important pageant in November.
ASo much hinges on the result of this election, because so many people around the world have watched, waited, and calculated their next moves for the possible scenarios of a Kamala Harris victory, a Donald Trump victory, or the inevitable strife and unrest that will ensure if the result is challenged. The name of the next resident of the White House will matter a lot in terms of global politics. However, more importantly, the U.S. will likely – hopefully for some and regrettably for others -- regain its power of agency.
The world’s only superpower isn’t beloved by many, but the fact remains that we all live in the warmth and chill of its hegemony, while we all feel the political, economic, technological and cultural developments of the “city upon the hill”, as Americans used to imagine their union. But this union is today divided, and that
division extends deeper and further than the Trump-Harris contest. Best exemplifying this division is the U.S. House of Representatives and Senate, which are controlled by different parties that have only razor-thin majorities that pursue partisan brinkmanship and obstruct everything that could benefit the opposing party, even if it’s an initiative that’s in the interest of the nation.
In order to govern effectively, a party needs to control both houses of the U.S. Congress and the White House, but this trifecta has been rare in recent years and has only lasted briefly, resulting in America’s limpness overseas. The hegemon seems to have left the command room until the conclusion of the election cam-
Some countries will know how to navigate the waters of the tumultuous reconfiguration that’s coming
paign. In the Middle East, it has been led rather than leading; in Ukraine, the military aid delivered was first hampered and then trimmed by the Republicans; three years ago, the Afghanistan mission ended in a debacle that it today being paid for by the Afghan people.
Questions are now being posed: would the next president protect Taiwan if China asserts its right to the island militarily? Would Ukraine be supported with more aid? Would NATO
allies in the Baltic be defended if Russia attempted to take lands that once belonged to the Russian Empire? Would the new president bolster or abandon NATO? Would they constrain Israel? And even if the presidential candidate who answers “yes” unequivocally to all of these questions proves victorious, would they have the means to realise all these ambitions?
The status quo cannot be maintained when such questions undermine the hegemon’s diplomatic capital. Insecurity compels other stakeholders to turn to other guarantors, be that BRICS or the G20. Neither of these are organisations like NATO or the EU, nor do they have the basis to become such. These are fora of rising powers that don’t diminish the absolute power of the U.S. as much as they increase their own share of the global distribution of military, economic, technological and cultural power. The fact remains that the hegemony of the U.S., and the system it has constructed, is diminishing.
Some countries will know how to navigate the waters of the tumultuous reconfiguration that’s coming. Serbia has the instinct of playing great powers off against one another, seeking protection, currying favour as winds blow and sailing its little raft from one port to another. The latest manoeuvre in President Vučić’s dodging strategy was to ditch Kazan for Komarno and BRICS for Eurocrats, but rest assured that Serbia won’t join either bloc. It is now awaiting new winds blowing from Washington, to see which sails to hoist and which colours to show. COMMENT
Learning, Growing, and Speaking Out
Since its establishment in 1955, IPRA has consistently emphasised accountability, ethics and trust—values that are today more relevant than ever. These values were reaffirmed through this year’s selection of winners of the world-renowned IPRA Golden World Awards, and by IPRA’s work
Nataša Pavlović Bujas
President of the International Public Relations Association (IPRA) for 2024/25; Owner of Blumen Group, Belgrade
Belgrade recently hosted the IPRA Golden World Awards ceremony, a prestigious event celebrating global excellence in public relations. “The IPRA Gala for communications excellence is rightly dubbed the World PR Oscars—not only for its glamour, but for the messages that continue to resonate in our communication worlds long afterwards,” says Nataša Pavlović Bujas, IPRA President for 2024/25 and owner of Blumen Group, Belgrade. We spoke with her about how the world of communications is changing and how that, in turn, changes the world around us.
What would you identify as the key messages of this event?
— The first message is that CHANGE IS POSSIBLE. For years, we’ve been witnessing an increasing number of communication campaigns making
concrete changes in societies and countries, and this trend is only gaining momentum. Organisations, companies and agencies that use communications as a powerful tool for implementing change are highly valued. One such organisation, Vital Voices USA, received a special award this year: the IPRA President’s Award, the oldest award of its kind, which has been awarded since 1977. This honour was presented to Vital Voices in recognition of the impact it has made over 25 years through the power of communication, directly supporting over 20,000 women leaders in 185 countries, in their personal missions to improve their communities.
The second message is that COOPERATION WITH INSTITUTIONS IS IMPORTANT. We emphasised IPRA’s active support for the United Nations. With its consultative status at the UN, which it has held for four decades,
IPRA upholds all the principles of the global compact. In this time of significant crises of trust, growing conflicts and increasing uncertainty worldwide, we must understand that our institutions also need support, as they comprise people who are not omnipotent, despite our often-unrealistic expectations. It’s sometimes good to pause and thank them. At the Gala in Belgrade, we highlighted the work of UN Women Serbia and supported their efforts to combat gender-based and domestic violence by collecting personal donations for the Safe House in Pančevo.
How difficult is it to select companies that stand out for their innovation, professionalism and commitment to the communities in which they operate? Are these values indispensable for companies today, or are there still too few that truly adhere to these principles?
— It is challenging, of course, because we evaluate the very best at the IPRA competition. However, there are clear criteria that the 40+ IPRA jury members use to assess each campaign’s results, and once finalists have been chosen, we hold an in-person judging (Zagreb hosted this year’s event), where the jury debates the final entries before selecting the winners. Yes, companies and organisations that want to operate successfully must shoulder the responsibility of social welfare—of improving the quality of life and working conditions for both their employees and the community they serve. The level of commitment varies from country to country, depending on levels of economic and social development, but the trend is present. On the other hand, institutions are also increasingly aware of their responsibility to citizens. Among the award recipients in Belgrade this year were representatives of the Nigerian Customs Service and the Indonesian Ministry of Finance. This was particularly surprising for colleagues from Serbia and the region, as our institutions are still learning about transparent communication and citizen collaboration in pursuit of mutual progress.
This year’s ceremony was held in Belgrade, and this is something you’re particularly proud of, partly due to Belgrade’s own potential in this field. What are our strengths and where can we draw inspiration from the global examples seen at the event?
— Belgrade has long had remarkable individuals in communications and public relations, but we have struggled to come together as a profession and, even after three decades, it has yet to reach the level of an established profession, let alone an industry. There is a lot of room to learn and grow— we must understand that the value of the profession depends on us, regardless of market conditions, which are never ideal. When we join forces and work to establish our field and
its value, our personal and collective worth increases.
Yes, I am proud that Belgrade successfully hosted the IPRA Gala and hope that this event, along with the PR Summit held on the same day, will contribute to our profession collaborating and developing more effectively in this region. Our role, responsibility and value are expanding worldwide, and this progress is vital for our young colleagues.
The IPRA president’s role provides ample opportunity to make a personal impact on the selection of award recipients and to guide the organisation’s work. What would you consider your biggest contribution to IPRA this year?
Among the recipients of awards in Belgrade were representatives of the Nigerian Customs Service and the Indonesian Ministry of Finance, which surprised colleagues from the region, as our institutions are still only learning about transparency and collaboration with citizens
— I must clarify that, as IPRA President, I have no influence over the award recipients; I participate in the jury’s work like any other member, and my vote carries the same weight—I’ve even been outvoted! — The President’s privilege is to grant a special award: the IPRA President’s Award, which, as I mentioned, has been awarded for almost half a century. It’s an honour and a significant responsibility to select an organisation or individual that has made an exceptional contribution to global understanding by promoting principles of peace, social justice, cultural understanding and the role of public relations.
In terms of organisational work, I’m very grateful to my team at the IPRA Secretariat and to the board members for supporting many changes that I’ve initiated in a short period. We’ve intensified our work (which means more work for everyone!), strengthened our internal structure with dedicated sectors and are now focusing on the work of the IPRA office at the UN in New York. I am a manager as well as a communicator, so the changes I wish to see are measurable and concrete—and I must say, very successful so far! We’ve increased membership within the first six months, and our members have intensified their efforts to fulfil our mission: “Lead-
STRUGGLE
Struggles are a normal part of life—the key is to transform all our “battles against” into “battles for…” a clear and attainable goal
MANDATE
The IPRA Board unanimously extended my presidential mandate for 2024 to include the IPRA’s jubilee year of 2025, so calmer waters may have to wait for another time
PROGRESS
IPRA was the first to publish guidelines for artificial intelligence in communications and is preparing an updated version of ethical principles this year, with the support of the global academic community
ing trust and ethics in global communication”. I am especially proud of the recent establishment of the IPRA Alpe-Balkan-Adria Chapter, with founding members from Serbia, Slovenia, Croatia, Bosnia and Herzegovina, and Montenegro. We share the mission of “Connecting the Region” (regional magazine by CorD parent publisher), in the belief that it is the only sustainable model for our economies and societies.
As the board of a somewhat conservative organisation, which will celebrate its 70th anniversary next year, it was challenging for my colleagues initially to adapt to my very transparent and direct communication style, which is often informal—both with members and in public. — However, they now willingly follow my lead— and you can see our organisation’s top representatives active on all social media platforms. I frequently remind them that institutions are composed of people, and people work with people.
After the grand awards ceremony in Belgrade, will your mandate enter a more tranquil phase, focused on consolidating achievements, or will you continue at the same pace?
— Believe me—I can’t predict this myself. This year has been dynamic, wonderful, and somewhat demanding; I’m extremely pleased, as is everyone at IPRA, with what we’ve achieved. Early in November, I’ll be meeting with members of HUOJ (Croatian Association for Public Relations) at their conference in Split. The IPRA Board has unanimously extended my presidential term for 2024 to include 2025, the year of IPRA’s jubilee, so calmer waters may have to wait for another time.
Since the first IPRA awards ceremony in 1990, your organisation has set global standards for excellence in public relations. What golden rules have endured since IPRA’s founding; and what new standards have emerged with the changing times?
— Accountability, ethics, trust—these have been IPRA’s priorities since its founding in 1955. As an organisation, we bring together individual PR professionals, educating and empowering them to uphold these principles in practice. These values do not change; in fact, they have become more important in modern societies. Naturally, the circumstances in which we work evolve, but we’re ready to respond. IPRA was the first to publish guidelines for the use of artificial intelligence in communications, and we are this year working with the global academic community to prepare an updated version of ethical principles for the use of AI in communications.
Despite it seeming until recently that we were on the road to strengthening and increasing respect for
women’s rights in many fields, occurrences like the reopening of debates over abortion rights remind us that the fight is never truly over. From your position as a woman who heads a globally significant organisation, how do you view the current status of women in your profession?
— Communications and public relations are generally considered a “female profession” in our region, but that’s not the case globally, as demonstrated at the awards ceremony in Belgrade. Unfortunately, gender differences in positions and influence persist—even in our field. Women are often more hesitant to take on high-level roles and responsibilities, even when they have the opportunity. I’ve never been an advocate of waiting for someone to grant us our rights, recognise our accomplishments and “allow” us a position. Public relations is a strategic function within management, not merely a service to it. Our place is among decision-makers, as no company or organisation can thrive without this strategic role—or rather it can, but it will surely lag in development. We must make our accomplishments visible and assert the position and influence we deserve. However, we must also learn to handle the responsibility that comes with these positions and influence.
I’d like to mention the regional platform for women in communications, Woman.Comm Club, which I am a member of and whose founder is also an IPRA member. We plan to expand this idea and proven networking practice globally. Struggles are a normal part of life—the important thing is to turn every “battle against” into a “battle for…” a clear and attainable goal.
Austria Will Remain “a Friend of the Balkans”
Austria has been, and will remain, a reliable partner in Europe and beyond. In these volatile times, but also a period marking the beginning of a new institutional cycle at the EU level, this is all the more important ~ Christian Ebner
H.E. Christian Ebner Ambassador of Austria to Serbia
By Ljubica Gojgić
SERBIA
Serbia is clearly becoming an increasingly popular destination for international investors
With the formation of a new Austrian government expected soon, Austria’s ambassador to Serbia says that Vienna will not be changing its policy regarding EU expansion to encompass the Western Balkans. Noting that Austria has supported this expansion for decades, he explains that it is also the aim of Austrian Foreign Minister Alexander Schallenberg’s “Friends of the Western Balkans” initiative. Speaking in this interview for CorD Magazine, Ambassador Ebner insists that “the enlargement process continues to be based on fair and rigorous conditionality and the principle of candidate countries’ own merits”.
Your Excellency, following parliamentary elections in Austria, could it be said that the country has shifted to the right politically; and to what extent will the new balance of power on the political scene influence Austria’s policies, both domestically and, in particular, on the foreign policy front?
— Following the national elections of 29th September, we are now in the process of forming a new government. No party secured an absolute majority, and thus a number of coalition options are on the table. The outcome of coalition negotiations, just like the priorities of a new government, remain to be seen. What is clear, however, is that Austria has been, and remains, a reliable partner in Europe and beyond. This is all the more important in these volatile times, as well as at the beginning of a new institutional cycle at the EU level. When it comes to foreign and security policies, as well as European policy, Austria stands as a reliable partner. Austrian foreign
INVESTMENTS
Over 50 per cent of foreign investment in the Western Balkans currently goes to Serbia, which attracted inflows exceeding a value of four billion euros in 2022 and 2023
MOBILITY
Digitalisation and innovation are the drivers when it comes to getting even more goods onto rails expect changes to this bilateral cooperation?
policy is based on the fundamental values of democracy, the rule of law and the protection of human rights. International law and the UN Charter are the cornerstone of our international engagement. We will continue advocating unequivocally in favour of the rules-based international order. This includes Russia’s war of aggression against Ukraine, the Middle East and the security of Israel, as well as our strong commitment to an active EU neighbourhood and enlargement policy, particularly in the Western Balkans.
Austria is the third largest foreign investor, behind China and the Netherlands. There is a significant difference, though, as the more than 800 Austrian companies in Serbia have created about 24,600 jobs, and that number is growing
Austria is, and will remain, a stable and trusted partner in the global economy. Openness, the promotion of investments and a strong focus on innovation and stability have been key to Austria’s success, just like its firm commitment to the EU and the internal market. For a medium-sized economy with an export quota of 60%, these factors have proved indispensable.
Illegal migration was one of the key issues in the Austrian elections, with suggestions that Austria would tighten its border controls even more. Considering that Austria and Serbia work together closely in this area, should we
— Illegal migration remains one of the biggest challenges for Austria, but also for the EU as a whole. We are grateful to all our partners who work with us to address this issue. Migration cannot be tackled by any country on its own. We are therefore thankful for our excellent trilateral cooperation with Serbia and Hungary on border management and we are eager to continue this successful collaboration. FRONTEX will play an increasingly important role in supporting impacted countries in the management of the EU’s external and adjacent borders and the fight against cross-border crime. Furthermore, we also appreciate Serbia’s commitment to harmonising its visa regime with the EU acquis. The EU Pact on Migration and Asylum provides a framework that better reflects modern realities in this field, enabling us to respond more effectively to these challenges. Unfortunately, due to the increasing number of interconnected global crises, migration will continue to be one of the most pressing issues, requiring constant attention and possibly new measures.
The tenth anniversary of the Berlin Process initiative, in which Austria is a partner country, was commemorated recently. How would you assess the achievements of this initiative to date?
— The Berlin Process is an important format for advancing the gradual integration of the Western Balkan states into the European Union. We are proud to have been a partner in this process since its inception. It has consistently driven regional economic integration, helping create the
Western Balkan Six Common Regional Market. We very much welcome the recent unlocking of CEFTA, as well as the signing of the new action plan for the Common Regional Market at this year’s summit in Berlin, just a few weeks ago. The better the Common Regional Market functions, the better the Western Balkan economies can be integrated into the European Single Market. This is also the rationale behind the New Growth Plan for the Western Balkans, which bolsters national reform plans with approximately six billion euros of EU investments in the region.
There is a common belief across the Western Balkans that the EU accession process is moving too slowly, despite declarations of new momentum for enlargement. How realistic
is it for any of the countries in the region to join the EU, and what will this depend on primarily?
— Austria firmly believes that the EU enlargement success story must continue. We will therefore continue to provide full support for the swift EU accession of the Western Balkan states. To expedite this integration, Austrian Foreign Minister Alexander Schallenberg launched the “Friends of the Western Balkans” initiative, including a group of seven EU foreign ministers and serving as a dynamic catalyst for gradual integration over the past year. The goal of the Friends of the Western Balkans is to ensure the benefits of EU membership are felt more quickly and are accessible to people. Nevertheless, the enlargement process continues to be based on fair and rigor-
ous conditionality and the principle of each country’s own merits. It requires candidate countries to implement complex reforms in many areas, such as the rule of law, the economy, and the fight against corruption and organised crime. Candidate countries also have to develop their administrative structures. In addition, reconciliation, good neighbourly relations and regional cooperation are of the utmost importance.
Since Serbia’s democratic changes of the year 2000, Austria has been among the leading investors in the country’s economy. Although Austria still ranks high on the list, China currently holds the top position, accounting for a third of all FDI. Do you view this as a potential problem in relations with Serbia
or as a greater challenge for Austrian investors?
— Over 50 per cent of foreign investment in the Western Balkans currently goes to Serbia, which attracted inflows exceeding a value of four billion euros in 2022 and 2023. Serbia is clearly becoming an increasingly popular destination for international investors. Austria is the third largest foreign investor, behind China and the Netherlands. There is a significant difference, though, as the more than 800 Austrian companies in Serbia have created about 24,600 jobs, and that number is growing. Austrian companies have also established a strong network of people-to-people connections over the years. Moreover, Serbs have been living in Austria, and Austrians in Serbia, for a long time, linked not only by families, but also by common interests like work, culture, music, food and sports.
One of the more recent examples of cooperation between Austrian and Serbian businesses is the establishment of a joint transport company by Austrian Railways (ÖBB) and Serbia`s Transfera. This part-
Serbs have been living in Austria, and Austrians in Serbia, for a long time, linked not only by families, but also by common interests like work, culture, music, food and sports
nership is expected to bring logistical innovations to the transport sector. Could you elaborate on what this entails?
— The Austrian Rail Cargo Group is an end-to-end mobility and logistics service provider with over 100 years
of experience in 18 European countries. It provides impressive rail sector knowhow and an extensive pan-European railway network offering single-source rail transport solutions across national borders. Since August 2024, Rail Cargo Group has been operating an intermodal train between Rijeka, Croatia and Belgrade. Both Rail Cargo Group and its Serbian partner, Transfera, which is the second largest freight forwarding company in Serbia, recognise the great potential of intermodal transport. Goods loaded in containers are brought to partner terminals by truck and loaded onto trains before commencing their journey to Rijeka and vice versa. For tomorrow’s green future, Rail Cargo Group and Transfera are working intensively together to promote a modal shift. Digitalisation and innovation are the drivers when it comes to getting even more goods onto rails.
Mark Rutte Takes Office as NATO Secretary General
Mark Rutte officially assumed the role of NATO Secretary General. At NATO headquarters in Brussels, he was welcomed by outgoing Secretary General Jens Stoltenberg, who completed a decade-long tenure. During a ceremony, they laid a wreath in honour of NATO’s fallen soldiers. In his inaugural speech, Rutte expressed gratitude to the allies for entrusting him to lead the Alliance and outlined his three main priorities for the organisation moving forward.
“We need you in Ukraine to build, to reconstruct and to restore our lives”
Volodymyr Zelenskyy President of Ukraine
Gaza Conflict and Its Business Impacts
The ongoing conflict between Israel and Hamas in Gaza has raised concerns about broader regional instability. The conflict, which began with Hamas’ attacks on Israel in early October, has affected global energy markets, particularly oil prices, and led to disruptions in supply chains. The heightened tension has also raised concerns over the impact on broader regional and global businesses, particularly those involved in energy, logistics, and international trade.
Google to Power AI Data Centers with Nuclear Reactors
Google has signed a deal to use small nuclear reactors to generate energy for its AI data centres. The company ordered seven reactors from California’s Kairos Power, with the first expected to be operational in six years and the rest by 2035. As AI data centres require vast amounts of electricity, tech companies are increasingly turning to nuclear power as a sustainable energy source for their operations.
“End wars tearing our world apart... Listen to young people and include them in decision-making”
António Guterres Secretary-General of the United Nations
Claudia Sheinbaum Sworn in as Mexico’s First Female President
Claudia Sheinbaum made history by becoming Mexico’s first female president, taking her oath of office in the national parliament. At 62, the scientist emphasised gender equality during her inauguration speech, stating: “I come to power alongside all the women who fought to break through in Mexico. I stand with those who dreamed of a future where gender does not determine our destiny, allowing us to pursue our dreams and aspirations equally.” Sheinbaum’s election is seen as a significant moment in Mexico’s political history.
Nobel Prize in Medicine Awarded to Victor Ambros and Gary Ruvkun
The 2024 Nobel Prize in Medicine has been awarded to American scientists Victor Ambros and Gary Ruvkun for discovering microRNAs, which play a crucial role in gene regulation. Their research sheds light on how complex life on Earth evolved and how different tissues form in the human body. MicroRNAs are involved in gene control across various organisms, including humans. Ambros is a professor at the University of Massachusetts, and Ruvkun is a genetics professor at Harvard. The winners will share a €965,000 prize.
Ukraine Conflict Drives Global Economic Strain Amid Rising Costs
The ongoing conflict in Ukraine continues to cause widespread economic strain, with reconstruction costs now projected to reach an alarming $1 trillion. The war has significantly disrupted both European and global economies, affecting energy supplies, trade routes, and investment flows. Economic growth has slowed, inflation remains high, and financial assistance for Ukraine is showing signs of diminishing, especially on both sides of the Atlantic. As the conflict drags on, questions remain about the extent of international financial and military support in the coming months.
AGRICULTURE & CLIMATE CHANGE
Massive adaptation awaits us
With climate change manifesting in such a pronounced way, we have every reason to comprehensively address options for sustainable and climate-smart agricultural development, though it’s not entirely certain at present whether we’re adjusting in an optimal way
The summer of 2024 was the hottest summer in Serbia since records began back in 1951, while 2024 was also one of the driest summers on record. How can we increase our resilience in the face of the ramifications of cli-
mate change and how prepared are our experts and institutions to respond to such challenges? We spoke with experts who offer varying views on this topic. We found agreement between optimists, pessimists and those seeking the best solutions, at
least with regard to this being an expensive, complex and multiyear task that requires cooperation among all stakeholders – from farmers in the field to national institutions adhering to global agreements.
Danijela Božanić meteorologist
We’re
Lacking Plenty
Viewed globally, the state and availability of water resources is acknowledged as the sector hardest hit by climate change. The National Adaptation Programme (NAP) that Serbia adopted last year didn’t include the sector of water, which points to the poor level of understanding of the problem at the national level
The Paris Agreement’s overarching goal is to limit global temperature increases to 1.5°C, in order to provide an opportunity for the global community to adapt to altered climatic conditions in a way that’s timely and pays off economically. Even in such a scenario, not all systems and sectors are expected to adapt and survive in their current form. The devastating impact of climate change is already evident, with losses and damages caused by natural disasters and extreme weather events (the intensity and frequency of which are increasing due to climate change) already high and expected to grow even worse, especially if we collectively fail to achieve the goals of the Paris Agreement.
Adapting to climate change implies action to ensure reduced susceptibility to phenomena like extremely high temperatures and heat waves, intense precipitation and flooding, including urban floods etc. Adaptation should essentially ensure increased resilience, i.e. preventing water supply problems and the appearance of new diseases and the reemergence of eradicated ones, ensuring food production security, combating flooding and biodiversity loss etc. Viewed globally, the state and availability of water resources is acknowledged as the sector hardest hit by climate change.
Adaptation measures encompass planting agricultural trees, but also tree varieties and types that have greater resilience in cases of drought and high temperatures, as well as changes in the availability of water. A particularly significant problem is the change in the level of groundwaters (falling to greater depths) that has been observed in recent years and increases the sensitivity of shallow vegetation types in particular.
Alongside the sustainable and coordinated planning of adaptation at the national level, many measures and activities require local implementation and fall under the responsibility of local government units. This requires their knowhow, but also the knowledge of those engaged in practical activities (such as agricultural producers). At its root, adapting effectively to climate change requires coordination and cooperation among numerous institutions and stakeholders at different levels.
The National Adaptation Programme (NAP) that Serbia adopted last year didn’t include the sector of water, which points to the poor level of understanding of the problem at the national level. It is well known that local government capacities lag behind those at
There is no fund in Serbia that prioritises or even recognises the need to adapt to altered climatic conditions
the national level, particularly in the domain of the environment and climate. The NAP itself further highlights the lack of knowledge and capacities, as well as the need to improve cooperation, all of which are among the key prerequisites to adapt effectively. Finally, it should also be noted that there is no fund in Serbia that prioritises or even recognises the need to adapt to altered climatic conditions. Thus, although the NAP has been drafted and this can be viewed as certain progress having been achieved, it is clear that serious work lies ahead, and only time will tell if we’ve become aware of these needs in time.
Dr
Jonel
Subić Ph.D., Director of the Institute of Agricultural Economics (IAE), Belgrade
Using Resources Intelligently
As is the case in many other areas, the greater participation of clean technologies and innovations, optimal use of resources and improving health conditions and quality of life all form part of the response to climate change
In agriculture, as one of the most strategically important branches of the Serbian economy, traditional systems of cultivating plants and breeding livestock remain the most strongly represented. Alongside this problem, the harmful impact of climate change is becoming increasingly pronounced. That’s why a need to accept two concepts imposes itself. The first is the sustainable development of agriculture and rural development, which implies economic growth that primarily ensures the greater use of new (so-called clean) technologies and innovations, the optimal use of resources, improved health conditions and quality of life, as well as the reduction of pollution levels (or the preservation of biodiversity); the second is so-called climate-smart agriculture, which provides for increased productivity and adaptability to climate change in a sustainable way, contributing to achieving the goals of national food security and the sustainable development of agriculture and villages.
Accepting these two concepts serves to harmonise Serbia’s agricultural and rural development policies with green economy principles, while directing efforts towards solutions that ensure reduced lagging in terms of technological development and the agricultural sector effectively confronting the impacts of climate change, increasing the efficiency and competitiveness of production and stabilising the revenue generated by agricultural producers and achieving the economic, environmental and social goals of sustainable development, in which a special place is held by multifunctional agriculture and rural development.
The main areas linked to the aforementioned problems and imposed solutions are as follows: renewable energy sources and energy efficiency, as well as sustainable agriculture, which implies the intelligent use of natural resources (land, water and energy).
All of the above leads to a need for economic growth to ensure agriculture’s social and ecological sustainability, which must deal with the consequences of both climate change and the excessive use of resources.
In Serbia’s case, a solution to this problem is reflected in the initiative that should improve agricultural production through science and technology, whilst also raising the level of awareness and knowl-
Economic growth ensures the social and ecological sustainability of agriculture, which must deal with the consequences of both climate change and the excessive use of resources
edge among farmers regarding the economic viability and cost-effectiveness of utilising renewable energy sources and advanced innovative technologies.
The expected effects of applying new (so-called clean) technologies in agriculture and rural development relate primarily to the intelligent use of natural resources (land, water and energy), which has a direct impact on economic growth and an indirect influence over environmental conservation.
Dipl. Ecc. Vesna Nešković International Relations Officer, Faculty of Agriculture, University of Novi Sad
Reaching Optimal Solutions through Research
Our response is the ClimaPannonia project, which tests climate-resilience solutions in four sectors of agriculture and scales them across the Pannonian Plain for broader European application
The summer of 2024 was one of the hottest of the last hundred years and caused numerous difficulties in agricultural production. Climate change is present in the Pannonian basin and has a huge impact on the organisation of production, increasingly influencing the selection of agricultural crops and systems that will be cultivated. Approximately ten years from now, it will be significantly more difficult to cultivate soybeans and maize from higher FAO groups.
That’s why experts of the University of Novi Sad Faculty of Agriculture – together with 24 other universities, industry stakeholders and institutions – secured EU funding of close to eight million euros for the large-scale ClimaPannonia project, which aims to mitigate the impacts of climate change.
The activities of the ClimaPannonia project aim to develop, test, validate and implement systemic solutions to drastically improve the climate resilience of communities and stakeholders that operate within and beyond four key agricultural subsectors: water-food nexus, agroforestry, organic crop production and, cattle production. Each of these sub-sectors will be tested at one location and then implemented at two others in different countries, in an effort to
test the methodology across the Pannonian Plain. After testing, a business model will be developed to serve as a platform for other regions across Europe in the fight against climate change.
We will additionally include numerous policymakers and key stakeholders in developing regional roadmaps for joint action in each agriculture sub-sector. Results will be discussed through policy workshops at the national and Pan-
Climate change in the Pannonian basin impacts production significantly, shaping crop and system selections
nonian levels. Activities will be powered by a digital monitoring system that will unite the region behind the common goal of better mitigating climate challenges.
Moreover, Deloitte will leverage its international expertise in financing models and enabling systems for resource mobilisation to deliver tailored solutions that can be used across Europe and beyond.
Žarko Petrović Programme Specialist on Resilient Development at UNDP Serbia
Agriculture is Suffering
– Not Just Because of Drought!
Serbia has made great progress in understanding climate change and it is now time to invest in the reduction of all risks to which the state and society are exposed, which involves multiyear planning and investment in action plans
Over the last decade, almost every summer has broken records as the hottest ever. This summer’s extremely high temperatures caused a drought that led to agricultural losses of more than a billion euros. We have also experienced critically low water levels in rivers, including the complete drying up of the Ibar, as well as several periods of torrential rainfall exceeding 40-50 litres per square metre.
According to the UNDP study, investments in prevention can generally reduce damage in Serbia by 70-90%
Science has already confirmed categorically that human-induced changes are irreversible and we must adapt to the new reality while striving to reduce greenhouse gas emissions. This means that we will either have more moisture and precipitation in short periods of time or too little moisture and precipitation. Half of the years in the decade ahead will be hit by drought, while disasters will claim the values that we earn.
The droughts of 2012 and 2017 serve as reminders of the losses that the economy suffers due to droughts and reduced
yields. Agricultural losses amounted to over $2.4 billion in 2012, while those losses exceeded $1.2 billion in 2017. The export of agricultural products is an important resource for Serbia. In 2021, the agriculture sector exported products worth approximately €3.7 billion, accounting for 16.7% of that year’s total exports. Depending on the year, agriculture contributes 4-6% to Serbia’s GDP. Considering that 30-40% of the population lives in rural areas and agriculture employs around 14% of the country’s workforce, its importance is clear. In addition to losses caused by drought, agriculture and urban areas are also suffering from extreme rainfall. Floods lead to some fields becoming unusable. The latest UNDP study shows that the damage caused by flood protection measures was 15% less than it would have been without these measures. According to the UNDP study, investments in prevention can generally reduce damage in Serbia by 70-90%.
With climate forecasts predicting more frequent and intense droughts in the coming decades, UNDP is working with the Government of Serbia to explore ways to minimise drought-related losses and secure food supplies. A few years ago, we launched an initiative that could strengthen the re -
silience of small and medium-sized fruit and vegetable producers to water insecurity, particularly in regions where there are no systematic irrigation solutions. This initiative proposes the development of irrigation systems in central and southern Serbia to ensure the continuous production of fruit and vegetables. This infrastructure would also reduce the destructive effects of flooding, doubling its positive contribution. The construction of water collection and storage infrastructure is one of the key measures outlined in the National Climate Change Adaptation Programme.
Serbia has made great progress in understanding climate change, data availability and threats to agriculture and the economy in general. The Climate Change Adaptation Programme has been adopted and the Environmental Protection Strategy and Disaster Risk Reduction and Emergency Management Strategy are being developed. The Disaster Risk Register contains data on the exposure and vulnerability of structures and defence capacities. Everything is known, and it is now time to invest in the reduction of all risks to which the state and society are exposed, which involves multiyear planning and investment in action plans.
Swiss S upport Powers Serbian SME T ransformation
Aleksandar Goračinov SME HUB Director
Thanks to the Government of Switzerland and the expertise of the SME HUB team, local businesses are receiving financial and expert support to connect with large companies and enter global value chains.
The SME HUB project, which is the result of a public-private partnership between the Government of Switzerland (represented by the Swiss Agency for Development and Cooperation - SDC) and Serbian company ICT HUB, has been operating successfully for a year. The small and medium-sized enterprises that have so
far joined the SME HUB hail from various industrial sectors, such as the chemical industry, the electrical and electronics systems industry, metal processing, wood processing, rubber, plastics and the food industry.
“This diversity of sectors highlights the importance of our initiative for different branches of the Serbian economy. Given that
we’ve been operational for a year, we’ve already seen some very concrete results,” says SME HUB Director Aleksandar Goračinov.
Nine SMEs, with a total of 654 employees and annual revenues exceeding €60 million, have so far embarked on the organisational transformation process, with a value of more than CHF 550,000.
“Our mission is to support them through non-refundable financial resources, expert guidance and the transfer of specific knowledge that enables them to transform their businesses and create conditions for new and expanded cooperation with large domestic and multinational companies,” says Goračinov. “This is a step towards entering the global supply chain, contributing to their long-term growth and progress, and, of course, strengthening the domestic economy. We have an ambitious plan for the next year: our goal is to bring 15 new SMEs into the transformation process, and we expect to succeed, given current interest from more than 60 companies.”
Based on your experiences to date, what do you identify as the key strengths of the SMEs joining the programme?
— What particularly encourages us is the willingness of many entrepreneurs to acquire new knowledge and adapt to changes. Quick decision-making and flexibility are key advantages that can enable them to position themselves successfully on the market. Many of them have highly motivated teams and a clear and strong vision for development, but they often lack expertise in areas such as management, finances and human resources. There is sometimes also a problem of a lack of financial resources for further improvement. This is where SME HUB steps in, offering comprehensive support in these areas and helping them overcome these challenges through non-refundable resources and business transformation.
At what stages of joining the supply chains of large domestic and foreign companies do SMEs face the most significant challenges and dilemmas?
— One of the biggest challenges for domestic SMEs is the transition from entrepreneurial management to professional management. This step requires significant changes to their established way of doing business and thinking, including the professionalisation of management, certification, standardisation and the implementation of defined business processes and systems for managing finances and human resources. Furthermore, many entrepreneurs face the need to adapt their production capacities and optimise operations to meet the strict standards set by large
domestic and multinational companies. The lack of capital, growing competition and insufficient investment in organisational development and employee training can complicate this process further. Without strategic planning and the right investments in these areas, many SMEs may face serious difficulties when it comes to achieving sustainable growth and market competitiveness.
For SMEs that are already part of these supply chains, which areas require additional support to enhance their market presence and achieve long-term sustainability?
— As I have already noted, maintaining competitiveness for companies that are already part of supply chains can be a significant challenge, if not a problem. That’s because they need support in further improving their operations, in areas such as professionalising management and optimising processes to increase efficiency and achieve long-term sus-
SME HUB’s mission is to support SMEs through grants, expert guidance and transfers of knowledge in business transformation and strengthening cooperation with large companies
tainability. There is an additional need for the continuous improvement of product quality and alignment with increasingly stringent global market standards. SME HUB provides access to various resources, including expert support, the transfer of specific knowledge and experiences, and networking opportunities. In this way, we offer domestic companies the chance to boost their competitiveness, achieve sustainable growth and secure long-term success, which contributes to increased revenue, the creation of new jobs and a foundation for overall economic stability.
Which large companies are most interested in this process, and how do they contribute to the implementation of the initiative in practical terms?
— I am very proud of our partner network, which we continue to expand. We collaborate with companies that include some of the largest exporters in Serbia. Twelve large domestic and multinational companies have so far supported SME HUB, including Sika, Zumtobel Group, Leoni, ZF, Elixir Zorka, Dexyco and others. These companies actively support the development of local suppliers, providing them not only with opportunities for cooperation, but also expert assistance in technology and operations. Their contribution is crucial to the success of SME HUB, as they enable SMEs to integrate into global supply chains and thus contribute directly to the development of the domestic economy.
To what extent has the disruption of global value chains influenced your initiative and shaped your future activities?
— Global disruptions to value chains have definitely impacted business, but have also created new opportunities. Companies have become more aware of the importance of diversification and the need for additional investment in acquiring knowledge, modern tools and, in short, the organisational development of their business. SME HUB provides support in adapting to these changes and we intend, as part of our five-year plan, to strengthen the capacities of SMEs, helping them become more competitive, flexible and resilient to market volatility.
How would you evaluate your cooperation with the Swiss Embassy, and how significant is their support for the further development of your initiative?
— The support of the Swiss government, through the Swiss Agency for Development and Cooperation, was crucial for the establishment of SME HUB, which was created as a result of a public-private partnership with Serbian company ICT Hub. The arrival of the new ambassador has further strengthened our work. Ambassador Lugon-Moulin’s understanding of the subject, pragmatism, practicality and dedication to this initiative create new opportunities for Serbian SMEs. Thanks to the Swiss government, which is one of the largest donors in our country, local entrepreneurs not only receive financial support, but also expert assistance and wholehearted backing in connecting with large companies, allowing them to access international markets.
Towards Inclusive Growth on a Sustainable Planet
The World Bank’s Poverty, Prosperity, and Planet Report reveals that poverty eradication relies on inclusive growth and resilience against climate change, with tailored strategies based on income levels
Recent progress in reducing poverty has slowed significantly, leaving nearly 700 million people earning less than $2.15 daily. Without urgent changes, eradicating extreme poverty by 2030 seems far off, and it could take a century for everyone to surpass the $6.85 daily benchmark used for upper-middle-income countries. The report stresses that poverty, shared prosperity, and climate risks are interlinked, requiring inclusive economic growth while safeguarding communities from climate impacts.
Reducing inequality is critical. In highly unequal countries, growth
has less effect on poverty reduction. If each country reduced income inequality by 2% annually, extreme poverty could be eliminated in 20 years. Investing in education, health, and effective labor markets is essential to support the economically disadvantaged and help them benefit from growth.
Today, the world has a historic opportunity to overcome the injustices and mitigate the dangers of entrenched poverty, systemic inequality, and climate change. We must not squander this chance to make meaningful, lasting progress toward broadbased prosperity
Each country’s approach should align with its circumstances to maximise outcomes while balancing tradeoffs. For low-income countries, supported by the World Bank’s International Development Association (IDA), this means prioritising inclusive growth and public service investments without a heavy environmental toll. Lower-middle-income countries should focus on sustainable growth and climate resilience, scaling climate mitigation to curb projected emissions increases and improve health outcomes. Upper-middle and high-income countries, responsible for the majority of global emissions, must accelerate their shift away from fossil fuels to achieve the green transition. To end poverty and boost shared prosperity on a sustainable planet, bold policies, coordinated global efforts, and significant financing increases for sustainable development are essential.
Growing Investment Interest
30 JÜRGEN SCHREDER
Advantage Austria Director for Serbia, Montenegro and North Macedonia Attractive Nearshoring Destination
34 JUDIT
ALBERS
A1 Serbia CEO Committed to Excellence
36 MELANIJA PAVLOVIĆ
JAF Serbia
General Manager No Compromise on Quality
37 SVETLANA SMILJANIĆ
Member of the Executive Board of Wiener Städtische Insurance Ready for Future Challenges
38 FILIP
BORŠIK
General Manager, IB Interbilanz Consulting d.o.o. Beograd International Clients’ Trusted Partner
39 PROF. DR. JOHANNES DRACH
Coordinator of the PremiQaMed Cancer Center Vienna Innovative Cancer Therapies Boost Survival Rates
40 AUSTRIA’S FAR RIGHT DID NOT WIN OPINION
42 A BICENTENNIAL CELEBRATION OF A MUSICAL GIANT
Anton Bruckner 1824-2024
46 VIENNA’S TIMELESS CHOCOLATE LEGACY FOOD
Austria 2024
48 AN INTERACTIVE JOURNEY INTO THE FUTURE
Attractive Nearshoring Destination
Austrian companies place a strong focus on the services sector, while there is growing interest in green energy and the opening of production plants in Serbia
With the global changes and challenges we’ve seen in recent years, it shouldn’t be surprising that we see increasing interest in Serbia from Austrian and other European companies when choosing a new location for a production facility, says Jürgen Schreder, director of Advantage Austria for Serbia, Montenegro and North Macedonia.
“Geographical proximity to Austria, a qualified labour force and labour costs make Serbia an attractive location for investments. The overall business environment is also perceived as rather good, while companies also rate the quality and availability of local suppliers.
“Furthermore, Austria and Serbia have had close ties for decades and, with the substantial number of Serbian expats resident in Austria, it is often an easy choice when it comes to deciding on market entry,” explains our interlocutor.
How has the structure of Austrian investments in Serbia changed over time and how do Austrian investors assess Serbia’s major strengths when it comes to attracting foreign direct investment? What are Serbia’s key strengths in these times of labour shortages? — Austrian companies have been in operation in Serbia for an exceedingly long time and were able to establish themselves very successfully on the market, for example in the banking, insurance or transportation sectors. We still see strong interest in the services sector, although there’s been an increase within the field of green energy and we’ve also seen increased interest in opening production plants here in Serbia since the pandemic.
Compared to Austria, Serbia still has greater workforce availability, and that workforce is skilled thanks to the introduction of dual vocational education and training. Companies are able to participate in this educational model and train the workforce to suit their needs, as well as to introduce an industry standard, which in return motivates companies. The high degree of digitalisation within the business environment and the well-developed ICT sector is another strength of Serbia that Austrian companies value a lot. It also helps that a lot of international IT companies have offices here and further push the development of this sector.
Promoting school-based and dual vocational education and training in Serbia is one of Austria’s top priorities. How do you assess the progress made to date and its impact on investments?
CONCERN
Establishing educational programmes is a slow process and Serbia lags behind the DACH region. The CCIS and companies must keep collaborating, with businesses voicing their needs for progress
COLLABORATION
Serbia’s ICT sector has impressed Austrian companies and there is a growing number of Austrian-Serbian firms operating in this field
EXPERTISE Austrian companies are interested in collaborating with local firms for the specialised Expo 2027, leveraging their high-quality products and expertise to create a unique event
— The programme has been ongoing for several years now and the progress achieved has been quite good, thanks to the amazing support to companies through the Chamber of Commerce & Industry of Serbian. We have been cooperating with the CCIS in this sector for years and Austrian subsidiaries also engage in this programme and have been quite satisfied. As for investments, Austrian companies are familiar with Dual-Vet from Austria, where it is very well established and represents one of the main pillars of our business environment. Without Dual-Vet, the workforce situation and business sector would look very different in Austria and there is a high chance that the country would have looked very different without it.
However, establishing an educational programme takes a lot of time and Serbia still has some catching up to do compared to the DACH-region. We are now at a point at which it is crucial for the CCIS and companies to keep working together, and for companies to voice their needs to ensure the programme keeps moving in the right direction.
To what extent are Austrian companies open to the possibility of cooperation with Serbian start-ups? Is Serbia also still an attractive environment for investments in the IT sector? — Serbia is an incredibly attractive market for Austrian companies operating in the IT sector. We have seen increasing cooperation between Austrian and Serbian companies in these sectors in particular, and it shouldn’t be surprising that this is also reflected in the bilateral export of services, where Serbia surpasses Austria. This has increased significantly in recent years, and we do believe that the IT sector has a major influence on this. Serbia has established itself as the Hub of everything IT in the Western Balkans and the growth of the ICT sector in Serbia has also impressed Austrian companies. Interestingly enough, there are ever-more Austrian-Serbian companies, where there is a mix of co-founders from Austria and Serbia operating in the ICT sector.
We’ve previously worked together with NALED in the start-up sector and they have been a very important partner for us. With their help, we were able to bring interesting Serbian startups to ViennaUp and they made a buzz there and generated rather a lot of interest among Austrian companies.
How do you perceive the opportunities created by EXPO 2027 and the EU Growth Plan for the Western Balkans?
— The EU Growth Plan is a commitment from the EU to the Western Balkans, and Serbia can profit from it. There is a lot of funding available, which companies can also benefit from, but it is the responsibility of the government to use this funding correctly. The same could be said for the specialised Expo 2027. The government has thus far made a lot of promises that Serbia would benefit from. As far as it concerns us, we want to position companies locally and raise awareness of the event among people in Austria. As the official invitation for Austrian participation is still pending,
Serbia’s advanced level of digitalisation and well-developed ICT sector are significant strengths that are highly rated by Austrian companies
we do see an interest among Austrian companies, which are known for the quality of their products, in working together with local companies to make the whole event truly unique. Our companies are ready to provide their products and knowhow.
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Committed to Excellence
A1 Serbia has been recognised as the fastest mobile network in Serbia by Ookla®, creator of Speedtest®, for the fourth consecutive year, says proud
A1 Serbia CEO Judit Albers
ur focus at A1 is on identifying growth areas and collaborating with A-list partners, utilising the power of our A1 Group to drive innovations that benefit both businesses and consumers, says Judit Albers, with whom we discussed the company’s positions on the mobile and fixed communications markets, the laying of the foundation for Serbia’s digital future, 5G and fibre optics, the entertainment industry, acquisitions and future plans.
OIn elaborating on your plans to strengthen the position of A1 Serbia, you mentioned innovation, the user experience and sustainability. Are they in your focus?
— We aim to introduce solutions that not only meet the needs of our users, but anticipate them – whether that’s through new digital services, improved network capabilities or personalised customer experiences. We also see sustainability as a key driver, embedding ESG principles into everything we do.
This is reflected through our #BoljiOnline initiative, a platform designed to promote safer and more responsible digital experiences for everyone. It focuses on raising awareness of digital wellbeing and provides tools and contents for users of all profiles and generations to navigate the internet safely. This initiative complements other A1 sustainability efforts, such as the installation of solar panels on base stations and community
projects like A1 Kinoteka – encompassing the digital restoration of old films to preserve Serbia’s cultural heritage.
Ultimately, we aim to blend worldclass expertise with a local approach, becoming a reliable partner in Serbia’s digital transformation.
You recently announced the acquisition of 100% of the shares of Conexio Metro. Are you closing in on your goal of gaining the first users on your own optical network next year? Is this valuable to the further development of digital transformation?
— This acquisition is one more step towards empowering first users with fixed services in 2025. Building our own optical network allows us to control both quality and the user experience, ensuring high speeds for our customers. Our focus on high-quality connectivity is further validated by the fact that A1 Serbia has been recognised as the fastest mobile network in Serbia by Ookla®, creator of Speedtest®, for the fourth consecutive year, which further testifies to our commitment to excellence as we expand into the fibre optics business. By having end-to-end ownership of fibre optics infrastructure, we can bet-
Building our own optical network allows us to control both the quality and the user experience, ensuring high speeds for our customers
ter address the needs of Serbia’s growing digital economy. Fibre optic connectivity is about enabling businesses, individuals and communities to unlock new opportunities. This convergence of services—integrating mobile, fixed internet, TV and other offers—enables us to create more value for customers, through bundled services, and to reduce customer churn. It positions us as a strong player on both the mobile and fixed communications markets, laying the foundation for Serbia’s digital future.
In which sectors do you see the greatest room for improvement in Serbia? — There is immense potential in several sectors, particularly in digitalisation. SMEs, in particular, can benefit greatly from cloud-based services, secure ICT solutions and advanced digital tools that support efficiency and growth. We also see the entertainment industry evolving, with streaming and on-demand content becoming increasingly important. Our focus at A1 is on identifying these growth areas and collaborating with A-list partners and utilising our A1 Group power to drive innovation that benefits both businesses and consumers. By leveraging our expertise in 5G and fibre optics, we are building the foundations for a more connected, efficient and digitally-advanced Serbia.
TNo Compromise on Quality
“We have been operating in Serbia for 16 years and are currently present at three locations: our headquarters in Nova Pazova; our showroom in New Belgrade; and our distribution centre in Niš” ~ Melanija Pavlović
he JAF Group’s strategy is to expand its operations across existing markets and penetrate new ones, reveals Melanija Pavlović, who head the group’s Serbian branch. Speaking in this interview, she shares not only plans for the future, but also insights into the company’s business policy, product range and services offered, as well as its continuing cooperation with the Austrian Embassy and its trade department.
You officially opened your long-awaited second distribution centre in Serbia, this time in the south, in Niš, at the beginning of October. What does this mean for you, as a company, and for your customers and partners?
— JAF has opened its second distribution centre in Serbia, following the first in 2008, in Nova Pazova, and the showroom in New Belgrade, which opened in 2019. This confirms the JAF Group’s strategy of regional expansion and continuous investment in Serbia. The distribution centre and multifunctional showroom in Niš officially opened on 4th October. Niš now boasts a modern, multifunctional space in the city’s industrial zone located near the highway.
The excellent and longstanding cooperation that we have with the Austrian Embassy in Serbia and its trade department (Advantage Austria) is reflected in numerous completed projects, including our collaboration on the dual education project, which has been ongoing for several years. The Austrian Embassy once again supported our company in this important step, and the ribbon at the grand opening ceremony
of the new space in Niš was cut by Jürgen Schröder, Trade Counsellor of the Austrian Embassy in Belgrade, and myself, in the presence of numerous officials, customers and partners from Serbia and abroad.
Do you believe that the new distribution centre testifies to the advancing of JAF Serbia’s strategy of regional expansion and its motto “Always Close to Customers and Partners”?
— JAF Serbia is one of the top five importers and distributors of wood-based materials and products, as well as the largest European trader of wood and panel materials. Our longstanding stable position, sound business practices, wide product range and motto all make us a recognised name on the market. We certainly plan to open several new locations in the near future, in order to truly be closer to our partners and customers across Serbia. The JAF Group’s strategy is to expand its business on existing markets and develop to penetrate new ones. We also offer services through our processing centres. A modern processing centre for cutting, edging and processing panel materials and veneers complements
our market offer in Serbia. We offer a complete range of panel materials and wood products for the furniture industry and construction sector. We are particularly well-known for our high-quality wood veneers, but also as distributors of Austria’s “Kaindl” brand of panel materials. Our product range includes MDF, plywood, flooring and wall coverings, parquet, laminates, Corian panels, compact panels for facades and interiors, sanitary cabins and kitchens by ASD. A wide range of decors and an innovative approach are certainly what set us apart from the competition.
Serbia is the only Western Balkan country to receive an investment-grade credit rating. Do you think this will bring new investments from the EU and Austria? — Market stability and favourable conditions certainly send an important message to foreign investors. Investors always go where the conditions for capital placement are most favourable. We have been operating in Serbia for 16 years and the opening of our second distribution centre demonstrates our intent to expand our business on this market through constant investments.
Ready for Future Challenges
„It is advantageous to be part of a large family, especially one with such a long tradition, reputation and strength as VIG, which currently operates in 30 countries across 50 companies“, says Wiener Städtische
Insurance Executive Board member Svetlana Smiljanić
Speaking in this inspiring interview, Svetlana Smiljanić explains how Wiener Städtische Insurance has been fostering the development of Serbia’s insurance market since day one, as well as increasing awareness of the importance of insurance. We also discussed the company’s approach to the environment, community, sustainable growth and ESG topics.
Wiener Städtische Versicherungsverein, which is the majority shareholder in Vienna Insurance Group (VIG), is this year celebrating its 200th anniversary. What positive impact has the long tradition of this leading Group had on the local company?
— Exchanging experiences and best practices is certainly very important when taking on a new project, plan or market challenge. There is no insurance topic that has not already been addressed by one of the member companies. Through its unique CO3 platform –cooperation, collaboration, communication – the Group brings us together and encourages us to share knowledge, learn and improve our operations.
We are guided, both in Serbia and at the VIG level, by the idea of sustainability in our business conduct – we create economic value today without compromising on tomorrow. Conducting business in line with ESG principles is not a new topic for our company since we laid the foundations for responsible and sustainable business practices in a timely manner.
You place a great emphasis on your approach to the environment, the com-
munity and sustainable growth and governance with a focus on ESG topics. How important are financial literacy and risk literacy in this context?
— A key pillar of our community engagement focuses on raising awareness of risks. This essentially means empowering individuals or groups to make informed and sensible decisions regarding risk management. Namely, research conducted by Gallup International for our Group in nine neighboring countries showed that awareness of everyday risks and their management is lower in Serbia than the CEE average, which makes our
We create economic value today without compromising on tomorrow
citizens more vulnerable to the financial consequences of risks. By launching targeted programmes that will have a strong impact on raising risk awareness Wiener Städtische Insurance intends to contribute to improving the public understanding of risks, while simultaneously improving their financial resilience.
What was the main impact of the VIG on the Serbian insurance market, and what is perceived as the main challenge for the future?
— Wiener Städtische Insurance was founded in 2003 as a greenfield investment by VIG in what was then an un -
derdeveloped insurance market. Our own growth has certainly encouraged the growth of the overall market and increased awareness of the importance of insurance.
Since then the VIG Group has established VIG Real Estate (2007) on our market to develop VIG Plaza, one of the first ESG projects in this region, as well as Wiener Re (2009) to reinsure our company’s portfolio, which today operates across three regional markets and serves 19 clients. We supported the establishment of the company in Montenegro (2010) and the acquisition of a company in Bosnia and Herzegovina (2012). Global Assistance, headquartered in VIG Plaza, has been established two years ago. In order to respond to future challenges, we practice sustainable development and responsible management in the context of the global energy transition and the preservation of nature for future generations. Our management of continuous success is intertwined with ecological, social and financial issues, which we recently defined through our Local Sustainability Programme 2024.
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International Clients’ Trusted Partner
As Serbia advances further towards EU membership, so economic development across all sectors, including financial consulting, is set to accelerate
The expected growth will, in turn, fuel opportunities for companies like IB Interbilanz Consulting & Audit Belgrade, says GM Filip Boršik, nothing that the company is focused on supporting international clients operating in Serbia and the region, particularly those from German-speaking countries
When was your company established?
— This year marks two decades of successful operations in Serbia, while our parent company has been active since 1991. Founded as part of the Austrian IB Interbilanz Group, we provide a wide range of services – from accounting and payroll management, to tax and business consulting, audit, financial assessments and sustainable development strategies. Our success to date is a result of our commitment to continually improving business practices and adapting to current trends both locally and on the global economic stage.
Your client base includes many international companies. Has the fact that IB Interbilanz has roots in Austria helped attract them?
— We aim to address our clients’ unique needs by analysing legislative changes and how they might impact operations, identifying key success factors and recommending improvements to optimise business performance. We support our clients with strategic tax planning, rep-
All our services, from accounting to tax and financial reporting, are provided in both English and German, thus easing operations for our clients in Serbia
resent them on matters with tax authorities, assist in company formation, optimise the tax structure of internation -
al activities and advise on mergers and restructuring. While we focus on Austrian and German companies, we also serve clients from other countries. All our services – from accounting to tax and financial reporting – are available in both English and German, thus easing operations for our clients in Serbia.
How do you ensure continuity in service quality?
— We place great emphasis on providing high-quality support in every aspect of our clients’ businesses. This includes investing in ongoing training to ensure our employees meet market demands and specific client requirements. Our company’s mission is to continuously improve processes and knowledge, from monitoring relevant legislative frameworks to incorporating new technologies that simplify operations. Additionally, we make a concerted effort to keep informed regarding the latest trends and issues across various fields, allowing us to apply this knowledge to develop effective strategies for uncommon and specific challenges.
What are your future plans; how do you see the company evolving?
— Serbia has become an attractive market for foreign investors, including those from Germany and Austria.
IB Interbilanz is on track to reach the top echelons of finance and consulting. We’re already considered a reliable partner and financial expert, both domestically and to international clients, ready to satisfy the specific demands of current and future clients, advising them to the best of our abilities and contributing to their success.
Innovative Cancer Therapies Boost Survival Rates
Austria is one of the countries that provides very good prospects for cancer patients, due to the extremely high availability of new methods and modern medicines, as well as good hospital infrastructure
any cancers can be detected early and treated well in the early stages. Regular checkups are therefore essential. At PremiQaMed hospitals, comprehensive check-up programmes are offered and can be realised within a day or two.
MAustria is one of the leading countries when it comes to cancer research. New research results are implemented in clinical practice swiftly, and therefore the chances of successfully overcoming cancer are improving increasingly. Austria is one of the countries that provides very good prospects for cancer patients, due to the extremely high availability of new methods and modern medicines, as well as good hospital infrastructure.
THE MAIN ASPECTS OF MODERN CANCER TREATMENT
Precise diagnostics constitute the main basis of modern treatment. In the diagnosis of cancer, it is very important to have very precise diagnostic tools for a very specific staging of the disease, in order to determine the extent to which the body has been impacted. Precise staging is important, as is very specialised pathologic analysis (tumor profiling).
We have learned over the past decade that there isn’t just one cancer diagnosis, even when one particular organ is affected. There are many subtypes of the disease and so many specific features that need to be considered for diagnosis and treatment. This is important for personalised therapy decisions, because we now have very specific drugs available that are directed towards very specific
features of a cancer cell. Modern therapies also have reduced side effects and are much better tolerated by the patients. Weekly meetings of all specialists in interdisciplinary “tumor boards” have been proven to lead to improved treatment results.
DEFINING AN OPTIMAL SURGERY STRATEGY
The treatment successes possible today can only be achieved through close cooperation between experts of all disciplines involved. Top specialists work together to develop the best solutions for each individual patient.
It is also important that medical oncologists and surgeons work together to define an optimal surgery strategy. Due to new diagnostic methods, it is also possible in surgery to carry out treatments in a more individualised manner, e.g. organ-preserving, minimally invasive ope-
PremiQaMed Cancer Center Vienna
rations and risk-adjusted therapies, in order to have the least radical approach possible and to achieve a better result over the long term. In general, large and very stressful operations are increasingly becoming a thing of the past.
SCREENING FOR EARLY DETECTION AND SECOND OPINION
Cancer’s development cannot always be prevented by a healthy lifestyle, but many cancers can be detected early and treated well in the early stages. Regular check-ups are therefore essential. PremiQaMed hospitals offer comprehensive check-up programmes that can be completed within one or two days.
For patients diagnosed with cancer, the Cancer Center offers them an opportunity to receive a second opinion and a therapy recommendation from an expert team based on the latest medical findings. A second opinion can be received not only at the hospital, but also remotely.
CANCER TREATMENT AT THE PREMIQAMED CANCER CENTER VIENNA
With these developments of modern medicine and the huge network of leading specialists from the University Hospital, we can deliver our service to many patients even in our relatively small private hospital, quickly and unbureaucratically. Diagnostics and therapies are also realised at our day clinic without the need to admit the patient to the hospital.
Cancer Center Vienna, Austria - PremiQaMed Oncology at the Private Hospitals of the PremiQaMed Group (youtube.com).
Austria’s Far Right Did Not Win
Commentators have been unanimous in describing Sunday’s legislative election in Austria as a victory for the farright Freedom Party (FPÖ), and pressure is now mounting on the progressive president, Alexander van der Bellen, to give the populists a chance to form a government. But this narrative misconstrues the electoral outcome and risks handing anti-democratic forces an unearned windfall.
To be sure, the FPÖ had a strong showing, winning more than 1.3 million votes (29.2%). But this is not unprecedented. In four of the last five elections, far-right parties attracted more than a million supporters, reflecting the fact that a significant minority of mostly rural Austrians (representing roughly one-quarter of the electorate) has consistently supported uber-conservative political projects. Austria’s constitutional system, with its considerable regional decentralization, has always been able to manage this unfortunate reality.
The narrative of a far-right “victory” seems to rest on the fact that the FPÖ won a plurality of
votes among the five factions that gained seats in the National Assembly. In Vienna, the capital and the most populous state of Austria’s nine states, the Social Democrats won decisively, increasing their share of the vote. And, nationally, the Christian Democratic Austrian People’s Party finished second, with 26.5% of the popular vote. Nonetheless, supporters of the far right in Austria have seized on global headlines to claim that any outcome other than a cabinet headed by the FPÖ’s pro-Russian leader, Herbert Kickl, would amount to a betrayal of democratic values.
This is not the first time we have heard such arguments following a plurality victory within a
Despite significant economic and social challenges, 70% of Austrians chose to entrust their country’s governance to mainstream democratic parties
proportional multiparty system. Last year, Poland’s right-wing president spent weeks delaying the transfer of power from the populist Law and Justice (PiS) party to the democratic opposition based on an analogous rationale. And soon thereafter, commentators raised alarms about the supposed populist mandate in the Netherlands, where Geert Wilders’s far-right Party for Freedom became the largest of the 15 parliamentary factions, winning 23.5% of the popular vote.
In none of these countries do constitutional provisions require entrusting a plurality winner with the task of forming the government. Such a rule would be absurd. Far from magically conferring a popular mandate, winning a plurality is mainly a function of how fragmented a country’s political party system is.
In this Austrian election, for example, 9.1% of the vote went to the New Austria and Liberal Forum (NEOS), which gained two additional seats in the Assembly. Formed in 2012, NEOS wants to revitalize the economy and strengthen sup -
Across Europe, far-right populists consistently frame elections as a stark choice between an indistinguishable assortment of corrupt mainstream parties and themselves. But if those are the stakes, a mere plurality victory for the populist party is actually a loss, and should be treated that way
port for Ukraine in the face of Russian aggression. Had it not been around, the People’s Party probably would have overtaken the FPÖ in the elusive quest for a plurality.
Given this, should we then conclude that the preference of more than 400,000 Austrians for a more energetic liberal formation somehow hands the mandate to govern to the far right? What about the nearly one million Austrians who voted for the Social Democrats? Under the plurality-mandate theory, they also supported the far-right “mandate” by not holding their noses and strategically voting for the center right.
In the face of a consistent populist threat, democratic forces should not just roll over. They should innovate. Sometimes, the result will not be a unified “republican front,” but rather a loose assemblage of democratic factions that appeal to various segments of the electorate.
This is what happened last year in Poland. The authoritarian PiS was defeated by leftist, liberal, and Christian Democratic blocs that coordinated mutually friendly campaigns and, after belatedly receiving the presidential commission, smoothly formed a cabinet. The baseless fixation on a plurality mandate discourages such successful democratic experiments by ignoring the legitimacy of other parties’ shares of support.
The typical response to such arguments is rooted in tradition. In Austria, the party with the strongest showing has almost always been offered an opportunity to form the government and hold the federal chancellorship. But the populists are themselves providing reasons to be treated differently. From Poland and the Netherlands to Austria, populists consistently frame elections as a stark choice between an indistinguishable assortment of corrupt mainstream parties and themselves. In one of the FPÖ’s pre-election ads, a stern-looking voter stands at a crossroads with a rightward-pointing sign featuring Kickl and a leftward-pointing sign lumping together photos of the four mainstream party leaders.
Van der Bellen should take the populist message seriously and decline to offer Kickl a chance to form the government. If the FPÖ truly represents a vision of Austria distinct from that of all other parties, then voters have made their wishes clear. The FPÖ’s vision was overwhelmingly rejected. Despite significant economic and social challenges, 70% of Austrians chose to entrust their country’s governance to mainstream democratic parties. Their voices should be heard.
By Maciej Kisilowski, Associate Professor of Law and Strategy at Central European University in Vienna
ANTON BRUCKNER 1824-2024
A Bicentennial Celebration of a Musical Giant
As we mark the 200th anniversary of Anton Bruckner’s birth, we reflect on the life and legacy of a composer whose monumental symphonies and sacred music continue to resonate with profound emotional and spiritual depth, influencing generations of musicians and listeners alike
Anton Bruckner, born on 4 September 1824 in the small village of Ansfelden, Austria, remains one of the most significant composers of the 19th century. While his music was not fully appreciated during his lifetime, Bruckner’s compositions— particularly his grand symphonies—are now celebrated for their structural complexity, emotional depth, and spiritual transcendence.
Bruckner’s early life was shaped by his family’s musical background. His father was a schoolteacher and organist, and it was in this environment that young Bruckner developed his musical talents. He was particularly drawn to the organ, an instrument that would remain central to his career. His deep Roman Catholic faith also profoundly influenced his musical development, and much of his output includes religious themes and compo-
sitions, from masses to motets and, later, his celebrated Te Deum.
Despite his talents, Bruckner was plagued by selfdoubt throughout his life. His career trajectory was slow to take off, partly due to his modest personality and his tendency to be his harshest critic. After years of teaching and performing as an organist, it wasn’t until the late 1860s, when he began composing symphonies, that his true genius started to emerge.
Bruckner’s symphonies are his crowning achievements, embodying the Romantic era’s grandeur and scope. His nine symphonies are monumental in scale, often incorporating long, meditative stretches juxtaposed with dramatic, triumphant crescendos. The architecture of these works—carefully structured and meticulously developed—reflects his profound interest in both form and musical narrative.
The influence of Bruckner’s Catholic faith is evident in his symphonies, with many scholars and listeners interpreting them as spiritual journeys. His symphonies are not only musical experiences but also meditations on faith, eternity, and the divine. The Ninth Symphony, his final and unfinished work, was dedicated “to God the Beloved,” embodying the culmination of his spiritual and musical journey.
Bruckner’s symphonies are monumental, spiritual journeys, where the orchestration and harmonic progression build to moments of transcendence
BRUCKNER AND THE VIENNESE CIRCLE
Though his music was rooted in the Romantic tradition, Bruckner struggled to gain recognition from the conservative Viennese musical establishment, which was dominated by figures like Johannes Brahms and Eduard Hanslick. His music was often seen as too radical, too expansive, and too unconventional. However, he did gain a circle of devoted supporters, including Gustav Mahler, who admired Bruckner’s bold approach to composition.
Mahler, who would later become one of the greatest symphonists of the early 20th century, was deeply influenced by Bruckner’s ability to combine the monumental with the personal. Mahler once said, “A symphony must be like the world. It must contain everything.” This holistic approach to symphonic form can be traced back to Bruckner, who similarly imbued his works with a sense of universal scope and profound introspection.
THE BRUCKNER SOUND: ORCHESTRATION AND HARMONY
Bruckner’s music is distinctive for its use of expansive orchestration and innovative harmonic progressions. He was a master of developing long, arching phrases that build to massive climaxes. His symphonies often feature slow-moving har-
monic progressions, creating a sense of suspense and expectation before resolving in powerful, cathartic moments.
The “Bruckner sound” is marked by his use of brass instruments, particularly the horns and trumpets, which add a majestic, almost celestial quality to his symphonies. His use of the orchestra was highly influential, and composers like Richard Strauss, Mahler, and even 20th-century figures such as Shostakovich drew from Bruckner’s orchestral techniques.
Despite facing criticism during his lifetime, Bruckner’s works have since become central to the symphonic canon, admired for their complexity and emotional depth
The
influence of Bruckner’s music extends beyond the concert hall, with his symphonies impacting both film and 20th-century orchestral music
While Bruckner’s symphonies are monumental in scale, they are also deeply personal works, reflecting the inner life of the composer. Bruckner himself described his symphonies as “cathedrals in sound,” and there is a sense that each of his compositions is a spiritual journey, building slowly and methodically toward moments of transcendence.
RECEPTION AND LEGACY
Though he was often criticised during his lifetime, Bruckner’s reputation grew significantly after his death in 1896. By the mid-20th century, his symphonies had become staples of the concert repertoire, particularly in Germany and Austria, where they are now regarded as some of the greatest symphonic works ever composed.
Bruckner’s influence extends beyond the concert hall. His music has been used in film scores, such as in Stanley Kubrick’s The Shining, where the eerie, otherworldly qualities of his symphonies perfectly complement the unsettling atmosphere of the film. Furthermore, his compositions have been embraced by contemporary conductors and orchestras worldwide, who continue to find new depths in his works.
One of the most profound aspects of Bruckner’s legacy is the way his music speaks to both the individual and the collective human experience. His symphonies are not just artistic expressions; they are reflections on the nature of existence, faith, and the mysteries of the universe.
As we celebrate 200 years since Bruckner’s birth, his music remains as relevant and moving as ever. His works continue to inspire musicians and audiences alike, drawing listeners into a world of beauty, complexity, and spiritual transcendence. The bicentennial offers an opportunity not only to revisit his most famous symphonies but also to explore his lesser-known works, such as his choral music and motets, which reveal another side of this great composer.
Vienna’s Legacy Chocolate Timeless
Discover the rich history of the world’s most famous chocolate cake, crafted for royalty and celebrated across the globe
The Sacher Torte, with its glossy chocolate glaze, decadent layers, and hint of apricot, is a dessert steeped in history and flavour. Created in 1832 by young pastry chef Franz Sacher in Vienna, this cake was born of a simple request from Austrian statesman Prince Klemens von Metternich. When the court’s chief pastry chef fell ill, Metternich turned to the eager 16-year-old
Sacher, asking him to prepare a special dessert for his distinguished guests. Sacher’s response was an innovative, dense chocolate cake, layered with apricot jam and finished with a rich chocolate glaze. Legend has it that Metternich was thrilled with the first bite, marking the beginning of the Sacher Torte’s enduring legacy.
After its creation, the Sacher Torte quickly gained acclaim beyond Vienna, spread-
ing throughout Austria and eventually worldwide. The recipe remained a closely guarded family secret, and today, it is protected by trademark, with the original version available exclusively from the Sacher Hotel in Vienna. Here, over 270,000 Sacher Tortes are produced annually, each cake topped with a signature chocolate seal that certifies its authenticity. The Hotel Sacher even ships these cakes worldwide, allowing fans from all corners of the globe to indulge in this Viennese delicacy.
The authentic Sacher Torte is available not only at the Sacher Hotel in Vienna but also at the Sacher Hotel in Salzburg, as well as Sacher Cafés in Innsbruck and Graz. If you’re passing through Vienna Airport, you can even pick up this iconic cake at the duty-free shop, bringing a taste of Vienna back home with you.
Interestingly, Italy’s Bolzano is the only other location where you can buy an official Sacher Torte outside Austria. Here, the Sacher Shop offers visitors a variety of Sacher-inspired treats, bringing this beloved Austrian dessert to Italian chocolate aficionados.
From the ornate cafés of Vienna to homes worldwide, the Sacher Torte remains a symbol of classic European elegance and an embodiment of Austria’s rich culinary tradition. Franz Sacher’s cake, crafted in a moment of inspiration and necessity, continues to enchant generations with its rich layers and timeless flavour, proving that true culinary masterpieces never go out of style.
Sacher Torte: Austria’s famed chocolate cake, made of dense chocolate layers, apricot jam, and a smooth chocolate glaze
An into the Interactive Journey Future
An immersive exploration of innovative technologies and sustainable practices shaping the future of Austrian tourism
Aglimpse into tomorrow’s tourism industry. “Roadmap to the Future –Let’s Shape Tourism Together” was the tagline for the 2024 Austrian Tourism Day. Interactive sessions featuring inspiring start-ups offered insights into the tourism industry of the future. Compelling keynote speeches, including one from Stefan Sagmeister, took the 700 attendees on a captivating journey into the future
The day began with a countdown and an emotional performance by a violinist on the polySTAGE. With the overarching theme of a subway ride into the future, guests were transported to their destination, enjoying musical perfor-
The 2024 Austrian Tourism Day highlighted the potential of AI and innovative collaboration to shape the future of tourism, blending creativity with technology
mances, thought-provoking keynotes, and even a game show along the way. An AI-generated co-moderator named Kiara ensured everything ran smoothly.
Following their involvement in a mobile quiz, visitors were invited to engage more interactively as the day progressed. The entrance hall was transformed into a networking zone, where guests also had the opportunity to chat with AI co-host Kiara. “Kiara, how would you travel in the year 2050?” – when else can you engage in a conversation with a ‘real-life’ AI?
None other than Stefan Sagmeister inspired the attendees with his keynote speeches. The New York-based designer and Grammy Award-winner addressed a variety of topics, including happiness, beauty, and human progress. Another highlight of the programme was the launch of the Change Tourism Austria platform. This community-driven initiative brings together tourism experts, pooling innovative expertise.
The event was organised in line with the Austrian Umweltzeichen ecolabel criteria for sustainable meetings.
Business Dialogue
LEADERS’ MEETING POINT
Gorda Unites and Connects
MILOŠ ŠKORIĆ
Gorda Director Page 62
Responsible Business is Profitable Business
LJILJANA AHMETOVIĆ CEO, Shoppster Page 64
Reliability and Agility are Crucial to Distribution
ŽELJKO SALATIĆ
Mercata VT Logistics Director Page 66
Digital Planning for a Beautiful Smile DR NATAŠA MRATINKOVIĆ
Owner
The Future of Pharmacy Lies in Collaboration
NATAŠA JOVANOVIĆ
LJEŠKOVIĆ
Dean of the Faculty of Pharmacy Novi Sad Page 74
Our successful journey from start-up
JELENA NIKOLIĆ
Cluster Head Western Balkans, Country Head Serbia and Montenegro, Zentiva Page 76
Only Strong Messages Reach their Target ALEKSANDRA ČOLIĆ
General Manager, Oktal Pharma Belgrade
IRecycling is an Opportunity
Bojana Perić Ekostar Pak General Manager
In the 14 years since its founding, Ekostar Pak has gained the trust of more than 840 companies, with in excess of 798,000 tons of packaging waste directed towards recycling during this period, says General Manager Bojana Perić
n this conversation with the lady at the helm of a company that’s considered a pioneer in the field of recycling, we discovered that this is a highly complex business requiring dedication, good organisation and continuous education efforts. Perić, who also serves as president of the Environmental Protection Alliance at NALED, additionally discussed collaborations with local governments, public utility companies, the future of packaging waste primary separation and more.
There is increasing talk about the managing of packaging waste, yet there is still little understanding of what this achieves. Can you explain the key problems that are addressed through this process?
— The efficient management of packaging waste reduces the amount of waste that ends up in nature, which is the most important factor. The role of packaging waste management system operators should be viewed in the context of the circular economy, which is essential for the efficient use of resources and reducing the negative impact of waste on the environment. Therefore, companies that place packaging on the market in the Republic of Serbia need to be able to efficiently collect and recycle that waste, which they are also legal obliged to do. After packaging and distributing a product on the market, they are responsible for managing the packaging waste that remains after the product’s use.
This is precisely the area where Ekostar Pak is involved. At the same time, we make it easier for citizens to separate packaging waste by material type, as we cannot expect good results without this accessibility. By establishing a system of responsibility, we jointly ensure environmental protection, public health and the sustainable preservation of the ecological system from pollution.
Your company collaborates with 34 public utility companies. What forms the basis of this cooperation?
— Local governments play a crucial role in creating a community that manages waste responsibly, and we strive to involve municipalities from all regions, regardless of their size or the amount of waste they collect. We have significant partnerships in Trstenik, Sremska Mitrovica, Pančevo, Novi Pazar, Bečej, Gornji Milanovac, Svilajnac, Preševo, Subotica and other towns and cities. We provide equipment for the primary separation of packaging waste (containers, bins, vehicles, presses) for the needs of our partners and suppliers—utility companies—and expand our network of collaborators continuously.
Local government units and their public utility companies tasked with collecting municipal packaging waste play a significant role in efficient waste management and increasing recycling rates. We thus continually improve waste management infrastructure throughout Serbia, as well as the process of collecting municipal packaging waste. We also expect several major investments by the end of this year.
Do you think Serbian citizens are aware of the importance of recycling? Has enough been done to develop environmental awareness?
— Ekostar Pak, as a national operator for packaging waste management, works continuously to raise environmental awareness among citizens and local governments. It’s not surprising that citizens lack developed habits or sufficient information about recycling, given that Serbia is a country where 12% of the territory lacks municipal waste collection services, and there is insufficient coverage of recycling waste collection systems.
Our mission is to make citizens and municipalities aware that packaging waste belongs in recycling, not in nature. To further
enhance this message, we regularly provide proper information on sorting. That’s why we carry out various activities with local public utility companies, such as organised collections of packaging, distributing educational leaflets alongside utility bills and promoting recycling island locations. Special attention is paid to educating children about recycling, as this increases their responsibility towards the environment. That’s why we often organise educational workshops in preschools and schools. In our Eco-School project, children participate in eco-workshops, compete in collecting and sorting waste, and receive creative and innovative information about the recycling process.
In addition to actions with public utility companies and children’s workshops, you also organise other activities that contribute to environmental preservation... — We are very proud of the results achieved since the beginning of this year. At the end of March, together with our friends and partners, we planted 2,024 seedlings as part of the Lungs of Belgrade reforestation action organised by the Discover Serbia association. We also supported the Clean Rivers project in raising awareness that waste does not belong in rivers. In the second quarter of this year alone, 65 hectares of water surfaces and 42 hectares of land were cleaned,
resulting in more than 85 cubic metres of waste being removed.
We are committed to preserving traditions and supporting local events, because they aren’t just part of our culture, rather they are also a bridge that connects people and creates unity. While we strive for innovation, results that cannot be overlooked are yielded by our consistency and perseverance in supporting local communities. Our ability to combine modern approaches with traditional values strengthens our community.
We are also proud of our participation in sporting events, such as the Serbia Business Run – a business race that’s held in four cities in Serbia and has to date included the participation of more than 40,000 runners, as well as participation in this year’s Belgrade Marathon. We support local festivals that aim to educate visitors or simply sort waste at the event, as is done at the Circular Economy Festival and BITEF. I would also mention the EXIT Festival, where we have been an eco-partner for four years. I am pleased to highlight that four times as much packaging waste was collected at this year’s EXIT compared to the previous year’s festival.
There are also local and regional conferences that we participate in as panellists, sharing our knowledge and experiences, while helping to better understand the complex topics and challenges in this field. We support associations and individuals who organise local clean-up actions throughout the year, as we share a common goal.
How do you see the future of primary separation and recycling in Serbia?
— I believe we need comprehensive and systematic solutions in order for the development of citizen awareness to have practical applications. Our work involves a long and challenging process, but the results so far indicate that changes are evident. We will certainly continue to work on making these changes even more visible.
It is important to understand that primary waste separation isn’t just a responsibility—it is an opportunity! An opportunity to reduce waste, preserve resources and protect our planet for future generations. Recycling is our path to a circular economy— an economy that cares for both people and the planet.
Business Dialogue
LOCAL NEWS
Moxy Hotels Celebrate 10 Years of Innovation
”We certainly believe that energy and infrastructure projects will remain key drivers”
Vlado Kapor Nikčević Kapor Law Office
Huawei Launches New Smartwatch Series in Serbia
Moxy Hotels, the vibrant lifestyle brand from Marriott International, is celebrating its 10th anniversary this year. Since opening its first location in Milan in 2014, Moxy has redefined hospitality by blending affordability with style. As the brand marks a decade of success, it is preparing for its next phase of expansion, aiming to reach 100 hotels across Europe by the end of 2025, including 17 new properties set to enhance its diverse portfolio.
Huawei has officially launched its latest range of smartwatches in Serbia, including the Huawei Watch GT 5 series, the Huawei Watch Ultimate Golf Edition, and the Huawei Watch D2, at a packed event in the Atrium Hall of Sava Centar. Attendees had the opportunity to learn about the innovations that will define this season as Huawei continues to set new standards in the industry, inspiring users to embrace the future. Roger Tao, Director of Huawei Device for Eastern Europe, addressed the audience, introducing key innovations and the company’s strategy in the wearables segment.
Nestlé Srbija Achieves Organic Growth of 2.3%
Nestlé Srbija reported an organic growth of 2.3% in the first nine months of 2024. The company saw a real internal growth (RIG) of 0.5% on a global scale, with expected organic sales growth reaching 2%. Loran Freks, the new CEO of Nestlé, emphasised the company’s continued dedication to customers and improvement across all categories. Nestlé, the world’s largest food company, revealed its third-quarter 2024 financial results. The company showed global organic growth of 2% and a total sales figure of 67.1 billion Swiss francs, representing a 2.4% decrease, largely due to currency fluctuations and asset divestments.
”Combating the grey economy in the food supply chain also contributes to safety”
Dragana Stikić Nestlé Adriatic d.o.o.
Srđan Kondić
Appointed New CEO of Addiko Bank Serbia
Srđan Kondić has been appointed as the new President of the Executive Board of Addiko Bank Serbia, with his four-year term, pending approval from the National Bank of Serbia. Previously the CEO of Addiko Bank Banja Luka, Kondić brings nearly two decades of experience in banking, regulatory bodies, and academia. Under his leadership, Addiko Bank Banja Luka achieved record-breaking results within the Addiko Group. He succeeds Vojislav Lazarević, who will now take on the role of Deputy Chairman of the Supervisory Board at Addiko Bank Serbia.
First Year of Success for SME HUB Project
The SME HUB, a public-private partnership between the Swiss Government (represented by the Swiss Agency for Development and Cooperation - SDC) and Serbian ICT HUB, has celebrated its first year of successful operations. This 7-million Swiss franc project has provided direct support to a large number of small and medium-sized enterprises, helping them continue their growth, development, and positioning on the global stage.
PLACEMENTS & POSTINGS
H.E.
Ms.
H.E. Martijn Elgersma
new ambassador of the Kingdom of the Netherlands to the Republic of Serbia
Michelle Lee CAMERON
new ambassador of Canada to Serbia
Born 10th June 1964, Martijn Elgersma completed his master’s degree in political science, specialising in international relations, at Amsterdam University in 1988, before completing a teaching degree for Dutch as a second language at Amsterdam University for Applied Sciences in 1989. After a brief stint in academia, he joined the Ministry of Foreign Affairs of the Netherlands in 1991, which led to postings in Islamabad and Ankara, as well as in various MFA departments in The Hague. He served as Deputy Head of Mission in Sofia (2007-2011) and Istanbul (2011·2013), after which he became security policy advisor (2013-2017) and deputy director of Protocol (2017-2021} at the MFA. Prior to his arrival in Belgrade, Ambassador Elgersma served as Deputy Head of Mission/Minister Plenipotentiary in Moscow (2021-2024). Apart from his native Dutch, Ambassador Elgersma speaks English, French and German, as well as having basic knowledge of Turkish and Russian.
Damien Sorrell
new Head of EIB Regional Hub for the Western Balkans
Michelle Cameron (BSc [Advanced Major Biology], Dalhousie University, 1992; BSc [Health Promotion], Dalhousie University, 1995) was a teacher and entrepreneur before joining the Department of Foreign Affairs and International Trade in 2002. At Headquarters, she has served as director of the Mission Security and Emergency Management Operations Division, director of the Counter-terrorism and Anti-crime Capacity Building Programs Division, executive director of the Missions Inspections Division, head of the PS752 Interdepartmental Task Force and director general in the Human Resources Branch. Overseas, she has served in Ankara and Kabul and as ambassador to Lebanon.
Damien Sorrell holds both French and British nationality. He is a qualified lawyer in both France and England & Wales. He holds an LLB in English law from King’s College London, a Maîtrise in French law from Université Paris I Panthéon-Sorbonne, and a master’s degree in international relations from the Graduate Institute of International and Development Studies in Geneva. He began his career in the project finance department at Linklaters LLP, before joining the EIB’s legal division for operations outside the EU, with a focus on Africa, MENA, and Asia. In January 2019, Damien joined the EIB’s External Action Representation team, opening the Bank’s Beirut office, and in September 2022, he joined the financial inclusion team as a senior loan officer. Damien is now the head of the EIB’s regional hub for the Western Balkans
Fusing Tradition and Innovation with a Future Vision
NOVOMATIC AG stands out as one of the leaders of the global gaming industry. Founded in 1980 by Professor Johann F. Graf in the small Austrian town of Gumpoldskirchen, near Vienna, NOVOMATIC began as a small, family-run company. It has today evolved to become a household name in gaming technology, recognised as a symbol of success and innovation
With a global presence in over 50 countries and more than 350 subsidiaries, NOVOMATIC employs over 25,000 people worldwide, with women comprising 56% of the workforce and holding 40% of leadership positions. The company manages more than 220,000 gaming terminals internationally and operates electronic casinos, sports betting venues and online platforms.
NOVOMATIC has been present in Serbia for over two decades and leads the market with its reliable equipment and high-quality services. Known for its cutting-edge gaming terminals and pioneering technology, the company sets new industry standards continually.
NOVOMATIC operates under three prominent brands in Serbia: ADMIRAL CLUB; ADMIRAL BET; and GRAND CASINO ADMIRAL, all renowned for their premium gaming and betting offers, delivering an extensive array of entertainment experiences.
An innovative approach defines NOVOMATIC’s offer, with features like biometric recognition systems enabling unique access controls for players. NOVOMATIC is the first company in the industry to be awarded player protection certification
Through active engagement in social responsibility projects, the company champions sustainable development and community support.
In Serbia, NOVOMATIC actively supports the Association of Gaming Operators of Serbia and is committed to promoting responsible gaming operations
across all segments – from slot clubs and casinos, to sports betting and online platforms. With modern interiors, friendly staff and curated dining options, NOVOMATIC ensures that all its establishments maintain the highest standards, while adhering to regulated market laws and clear legal frameworks.
Responsible business practices are at the core of NOVOMATIC’s philosophy. Through active engagement in social responsibility projects, the company champions sustainable development and community support. In Serbia, NOVOMATIC actively supports the Association of Gaming Operators of Serbia (AGOS) and is committed to promoting responsible gaming operations.
NOVOMATIC’s mission is to be a pioneering force in the industry, developing the most advanced equipment and technologies. The company’s unique advantage lies in its dual role as both manufacturer and operator, allowing it to set standards and shape the future of the gaming industry.
Driving Impact through Innovation and Service Excellence
Pinar Yalcinkaya MPC Properties CEO
At MPC Properties, we’ve concentrated on using strategic planning and innovation to maintain our position as industry leader in the commercial real estate sector, says MPC Properties CEO Pinar Yalcinkaya
n addition to UŠĆE, we’re also focusing on two other major redevelopment projects: Mercator Beograd and BEO Shopping Centre, notes the MPC Properties CEO, with whom we discussed a number of topics.
IThe business community has taken note of MPC Properties’ most recent initiatives and the makeover of UŠĆE Shopping Center is being awaited eagerly. Could you tell us more about this project? — At MPC Properties, we’ve concentrated on using strategic planning and innovation to maintain our position as industry leader in the commercial real estate sector. Redeveloping our assets to satisfy changing market demands has been one of our main goals. That’s why we’ve given a lot of attention to projects like the ongoing renovation of UŠĆE Shopping Center – as one of Belgrade’s most recognisable shopping destinations. Shopping, food & beverages and entertainment experiences will be much improved by this ongoing redevelopment project. We’re updating the existing design and infrastructure, adding new sustainability elements and opening new restaurants, in addition to retail and leisure locations.
We are proud to introduce new brands to this market, with Victoria’s Secret preparing to open its first store in Serbia at our shop-
ping centre. Our long-term goal is to ensure UŠĆE continues to be a vibrant destination for visitors from the region and beyond. In addition to UŠĆE, we’re focusing on two other major redevelopment projects: Mercator Beograd and BEO Shopping Centre. With all these projects, our goal is not only to remain competitive, but to elevate the overall shopping experience in Belgrade.
MPC Properties also recently completed a project management service for the SF1 Groups’ BRANKOV Business Centre. Could you share your thoughts on this project?
— One of our greatest accomplishments this year is the BRANKOV Business Center. Situated in Belgrade city centre, this cutting-edge office building satisfies the increas-
ing need for contemporary office space. The project management process was both demanding and inspiring, and we are happy to have been able to help provide a building with a high level of sustainability, technology and design standards. Major tenants have already been drawn to it, thanks to the project having raised the bar in terms of office space.
Another key theme in today’s business environment is sustainability. How does MPC Properties address environmental, social and governance (ESG) responsibilities? — Sustainability is a fundamental element of our long-term business strategy. For example, all our current renovation projects, including UŠĆE, Mercator Belgrade and BEO Shopping Centre, incorporate sustainability elements, including all procurement procedures that we already have in our premium office portfolio. We are committed to reducing our environmental impact through ESG initiatives and actively supporting community engagement.
Given that MPC Properties has seemingly positioned itself as a leader in development and corporate responsibility, what can we expect from the company in the future?
— We will remain committed to sustainability and an exceptional service, and will keep expanding through new projects and partnerships. Looking positively to the future, MPC believes that its business strategy will not only help our stakeholders, but will also have a positive impact on society.
”Our contributions to the state’s finances have been growing steadily”
Raphael Krucker Luštica Bay
North Macedonia Introduces Guarantees of Origin for Renewable Electricity
The Government of North Macedonia has taken a major step toward aligning with European Union energy standards by adopting a decree enabling the National Electricity Market Operator (MEMO) to issue guarantees of origin for electricity. These electronic certificates will confirm that a specific share or quantity of electricity is produced from renewable energy sources. This initiative comes as Western Balkan countries face tight deadlines to comply with the Carbon Border Adjustment Mechanism (CBAM). Starting 1 January 2026, the EU will begin taxing imports of high-carbon products like cement, steel, and electricity.
Saša Marković Appointed New General Manager of Coca-Cola HBC Serbia and Montenegro
Saša Marković has been appointed as the new General Manager of Coca-Cola HBC Serbia and Montenegro, following his successful tenure as General Manager of Coca-Cola HBC Bulgaria, where he achieved significant results and contributed to the company’s growth in that market. Marković will replace Svetoslav Atanasov, the former General Manager, transitioning to a new role within the Coca-Cola HBC system.
Slovenia to Harness Waste Heat from Power Substations to Warm Offices
Slovenia’s electricity transmission system operator, ELES, is embarking on an innovative project to repurpose waste heat from its power substations to heat office spaces and sell surplus heat to businesses. The project, set to be completed by 2027, aims to harness this waste heat to improve energy efficiency and reduce environmental impact. ELES has already conducted multiple studies on the potential of waste heat utilization, targeting five high-voltage substations across the country. A system for capturing and transporting waste heat is planned, with the bidding ceiling set at EUR 5 million for contractors.
”Montenegro’s potential is unmatched, which is why we chose it for Portonovi”
Rashad Aliyev Portonovi
Stokomak Plans to Enter Serbian Market
One of North Macedonia’s largest retail chains, Stokomak, is preparing to expand into the Serbian market. Stokomak has already established its headquarters for Serbia in Niš and acquired an internet domain for the Serbian market, signalling its intent to begin operations. While there is no official information yet regarding the opening dates or the locations of the first stores in Serbia, Stokomak’s entry is highly anticipated. Founded in 1997, Stokomak has grown into one of the leading retail groups in North Macedonia, operating 73 stores across the country.
Croatia Among Top 10 Hardest-Working Nations Globally
Contrary to the perception of a relaxed work culture, Croatia ranks among the top 10 countries with the highest average weekly work hours, according to a 2024 OECD analysis. Croatian workers clock an average of 34.3 hours per week and accumulate 1,837 hours annually, placing the country alongside other hard-working nations such as Greece, Israel, and South Korea. Topping the list are Mexico (42.7 hours), Costa Rica (41.3), and Chile (37.5), with Croatia joining them in challenging the stereotype of shorter European work weeks. Eurostat data further supports this, confirming that Croatia’s average workweek of 39.8 hours is significantly higher than the EU average.
Albanian Largest Electronics Retailer Neptun Expands to Sarajevo
Neptun, Albania’s largest consumer electronics and household appliances retailer, is set to open its first store in Sarajevo, the capital of Bosnia and Herzegovina. The new store, spanning 1,000 square meters, will be located in the heart of Sarajevo, according to a statement by Neptun’s CEO, Alexandros Kosenas, reported by local media. Neptun, which currently operates 30 stores across Albania, 28 in North Macedonia, and 14 in Kosovo, plans further expansion in the region. In addition, Kosenas revealed that Neptun will introduce its sub-brand, Nova Electronics, to the Kosovo market, where Nova already has 20 stores in Albania.
Business Model
Roadmap for Success
At the core of every successful business lies an idea—the catalyst for creating value. Turning this idea into a structured, sustainable, and scalable business model takes time, effort, and vision, providing a roadmap for growth and long-term success
Every successful journey starts with a vision. When a business begins, it is fuelled by the ambition to create something new— whether it is a product, service, or innovation that addresses a market need. However, to turn that initial concept into a fully operational enterprise, it is crucial to establish a business model that provides structure and direction.
Over time, a company grows and evolves, and key milestones such as anniversaries offer the perfect opportunity to reflect on its journey. These moments allow a business to trace the
line of progress, connecting the initial concept with its current achievements. The continuity provided by a well-established business model ensures that the company stays true to its core values while embracing innovation and growth.
A business model is not a static framework—it must be flexible to adapt to changing market conditions and emerging opportunities. As a company matures, the model evolves to incorporate new technologies, processes, and customer demands. This
A well-defined business model is not just a framework for growth—it’s a strategic guide that connects a company’s origins with its future achievements
ongoing refinement allows the business to expand and diversify, reaching new markets and developing additional products or services while maintaining its original focus.
The process of developing a business is gradual and requires clear communication of growth to stakeholders. By sharing this journey, companies strengthen their brand identity, build loyalty among customers, and demonstrate their ability to navigate market changes successfully. A well-communicated business model shows that the company can adapt while staying true to its mission, creating trust and confidence in its longterm sustainability.
To establish a successful business model and branch out, companies must follow key steps. Firstly, they need to define their unique value proposition—what sets them apart from competitors. Understanding the market and customers’ needs is also essen-
tial, as it shapes pricing, marketing, and operational strategies. Developing a sustainable revenue model ensures long-term profitability, while scalability allows for growth without compromising quality. Investing in continuous learning helps the business stay relevant and adaptable in a rapidly changing environment. In conclusion, a business model is the blueprint that guides a company from concept to achievement. It connects each stage of the journey, providing a clear path forward and ensuring that growth is strategic, sustainable, and aligned with the company’s long-term vision. By following this roadmap, businesses can transform their initial ideas into lasting success.
Gorda Unites and Connects
Miloš Škorić Gorda Director
“For
three decades, we have been working and creating something good – not just for the awards, but primarily for the emotion. We respect our roots and believe in the land from which Gorda emerges,” says director Miloš Škorić
Here company director Miloš Škorić reveals to us how the Gorda journey unfolded from the first plum tree planted, through the first stills, all the way to what Gorda represents today, both here and globally. He also explains why this journey was neither short nor easy, as well as expressing his hopes that this family business will continue to expand and advance, while preserving the quality and emotion that make its renowned rakija what it is today.
Serbia is a land of good rakija, some of with have rich histories like Gorda, though certainly none of them have the kind of emotion that stands behind Gorda. Did it all begin with that emotion and the desire to create something new?
— Rakija is one of the few things in Serbia that needs no explanation, and we’ve known that for centuries. It’s ours. Whether we’re celebrating or mourning – it’s there. We know it and recognise it. However, rakija must give us a reason to love it the way my family does. My uncle started our distillery and believed strongly that he was
leaving it in good hands. We have a duty to honour that trust and carry his legacy forward. Slowly – step by step, bottle by bottle – Gorda gave us purpose.
The family remains united today, Gorda grows ever stronger and gentler and, perhaps most importantly, continues to evolve and improve. The emotions are always present, and the desire grows daily, far surpassing Gorda itself: we want Serbia to be the land of fruit rakija, with Gorda leading the way. And why not?
The story of Gorda dates back three centuries, but it is the year of 1994, when rakija production was revived, that truly stands out as a pivotal chapter in that
It’s more significant for us that we become part of the life’s joys of countless people who thereby also become part of our family. That’s because family is both our source and our destination
history. In this anniversary year, you must surely feel proud of having honoured your roots, fertile soil, and the values for which you stand.
— Thirty years certainly isn’t a short period of time, even in the world of premium alcoholic beverages. We can rightly claim today that we are doing something good –not just for the awards, but primarily for the emotion. We respect our roots and be-
lieve in the land from which Gorda springs, and we don’t deviate from what’s been entrusted to us. Of course, behind everything lies long and dedicated work, but also the trust we have in everyone with whom we work and collaborate. As long as family –both immediate and extended – remains our priority, we are on the right track.
The journey from the first plum tree planted, via the first stills, to what Gorda represents today, both in Serbia and worldwide, was neither short nor easy. How important is that continuity from the starting point to the current status?
that every effort has truly paid off in multiple ways. Yes, there have been numerous accolades and we certainly don’t undermine their value, but it’s more significant for us that we become part of the life’s joys of countless people who thereby also become part of our family. That’s because family is both our source and our destination.
Dreaming big is encouraged at your company, based on your belief that it is the only way to establish a successful and recognisable business model, enabling the company to branch out and conquer new markets...
Belief can indeed move mountains, and even lead to Serbian rakija being placed alongside French cognac, Italian grappa, or Scotch and Japanese whisky
— When Gorda first emerged, the rakija market was very different: people bought it from their neighbours, not from specialised shops. It wasn’t easy to enter the market, while proving ourselves and retaining a market position was even harder. However, we believed in ourselves, in our dedication, and in the quality of the rakija we were offering.
After 30 years, we can state with confidence that we were right from the start, and
— Exactly! There are very few bad ideas, but many good ones that are unachievable. It was important for us to establish a strong foundation and decide where we would never compromise. From there, the process of building the brand became easier, though it still didn’t come quickly. Patience is the key, coupled with belief in yourself and your colleagues, and, ultimately, in Gorda. And she has never let us down.
That’s how we’ve reached the farthest corners of the world. When someone who has never heard of you or seen you, and knows you only through what you create, takes the time to share with you how much they like what you do – that’s success. And it’s a new opportunity, a new challenge, and a new goal.
You don’t compromise on quality?
— Never, and in no way. When you produce a good product, you satisfy certain expectations. And from then on you must never let those expectations down, because once trust is lost it is gone forever. That’s why our only path is one of improvement. However, that hasn’t always been easy.
Premium rakija requires a significant investment from the very beginning. With the careful selection of fruit varieties and the micro-locations where they grow, all the equipment that makes up the distillery, we also have exceptional agronomists and technologists, and our master blender has been with us from the start. This ensures the consistent quality of the final product. Again, the foundations on which we built the company aren’t a matter of compromise, and it is to those foundations that we will always adhere and return.
You often highlight that Gorda is the emotion from which you draw strength to create a legacy for those yet to come. What do you want to leave for future generations?
— My family and I are proof that success isn’t beyond reach if you believe in an idea and don’t shy away from hard work. Never give up on what you believe in – I would say that’s the key principle I want future generations to recognise in me and us. Belief can indeed move mountains, and even lead to Serbian rakija being placed alongside French cognac, Italian grappa, or Scotch and Japanese whisky.
Gorda has given all of us the power to create our own path. Even if the younger generation doesn’t inherit the business, I would like our dedication to remain as a legacy; a reminder that what seems impossible at first is achievable. That validation comes from within, and inner satisfaction is more important than any award.
Responsible Business is Profitable Business
By combining the highest level of knowhow from domestic trade with our experts who’ve worked and trained on platforms like Amazon, Allegro and other successful platforms, we created Shoppster as we know it today ~ says Shoppster CEO Ljiljana Ahmetović
When a company achieves a 100% increase in turnover over two consecutive years, despite challenges on the global and local markets, its leadership has every reason to feel proud and to target even more ambitious goals. In this interview with Shoppster CEO Ljiljana Ahmetović, we delve into the company’s successes and plans, as well as other inspirational topics.
As we approach the end of another successful business year, we don’t need to determine whether you recorded growth in your turnover and offer, but rather how much growth you achieved.
— The year is far from over for us, considering everything that awaits us as during the eCommerce industry’s peak season of November and December. However, let’s start from the beginning… This past year has been the most successful since Shoppster was founded, while it has simultaneously been the most challenging, with numerous setbacks, both at the macroeconomic (primarily regarding wholesale
Ljiljana Ahmetović CEO, Shoppster
price increases, inflation, and global events) and local levels, from new and healthy competition to unfair pressures. We’ve already boasted about Shoppster having achieved a turnover growth rate of 100% for two consecutive years. And we continued our intensive growth in 2024, with the final percentage to be seen at year’s end. This growth has been driven primarily by increases in sales, which resulted from a strategy focused on the constant expansion of the product range, the introduction of new promotions and im-
provements to the customer experience. New payment models have enhanced the shopping experience on Shoppster and motivated many to return. Our collaboration with SBB and the instalment purchasing option provided to their users has activated new customers and increased revenue. We additionally developed a digital administrative prohibition (ADZ) as another payment instalment option that’s now available to a broader market.
We aren’t only working on benefits for our customers, but are also developing the
One of Shoppster’s biggest advantages in the regional eCommerce market today is its highly competent team, which is my greatest source of satisfaction
same for our suppliers and vendors. In collaboration with Finspot and with support from USAID’s EoG project, Shoppster has offered a new financial service to our suppliers, who can now manage their liquidity independently using digital factoring directly on our platform.
I am particularly proud of the improvement in all of Shoppster’s business results, including the bottom line. I believe that responsible business is actually profitable business. We work constantly to improve processes, technological solutions and the tools we use, which enhances the efficiency and productivity of all our resources.
Did you believe from the outset that Shoppster would quickly become the No. 1 hub for connecting customers and suppliers, small entrepreneurs and global brands and manufacturers, as well as couriers?
— Of course we believed that. Strong faith in the goal and vision we set from the start, consistency, persistence and the entire team’s dedication have brought us this far. Not everyone shared our enthusiasm initially, but that only makes our shared success all the sweeter and more significant. I know we were a surprise to many, but I am today proud that Shoppster has built a recognisable and beloved brand, becoming an official winner of the “Brand of the Year” trust award and a preferred partner of thousands of business partners and suppliers.
You now have over 600,000 products and 4,500 brands across all categories, a TV platform, multiple delivery tracking options and millions of monthly visits… How did you establish your business model and expand the company?
— Shoppster is a favourite one-stop shop destination for millions of customers aged from 7 to 77 and beyond, but it was initially envisaged as a large marketplace for everyone wanting their goods to reach their customers quickly, easily and safely, and for customers to find everything they need in one place.
By connecting the eCommerce platform with United Group’s media network, we created the first and largest integrated online and TV platform in our region. Integrating our platform with all the services of DExpress,
Growth has been driven primarily by increased sales, as the result of a strategy focused on expanding the product range, introducing new promotions and enhancing the customer experience
the most advanced courier service, has ensured secure and swift deliveries for both small and large shipments, as well as providing a range of delivery options, including parcel lockers, and continuity in offering new delivery services.
Although we live in a high-tech era, it’s still the people who make a company and business successful. What was it like to build, step by step, the team that has made Shoppster what it is today?
— Building a team is both the most rewarding and challenging aspect of this job. From recruiting to team member development, it’s a major responsibility for me. One of Shoppster’s biggest advantages on today’s regional eCommerce market is our highly competent team,
and that is my greatest satisfaction at the moment. I must admit that when you spend most of your day with the people with whom you work, sharing the same values and striving to achieve the same goals, you’re more than just colleagues. Shoppster is a medium-sized company in terms of employee numbers, but we all know each other very well and I’ve worked with many colleagues for longer than Shoppster has existed. I truly believe that a strong team is one of the prerequisites for success, and we work to strengthen our bonds and relationships on a daily basis.
Given that Shoppster operates in Slovenia and that you are the head of the eCommerce Association of Serbia, you’re certainly able to objectively assess our standing compared to the EU and developed markets.
— Participating in the Xperience Leading Digital Success 2024 conference was an opportunity to share with colleagues in Serbia not only EU experiences, but also global insights, as we had the participation of companies like Google, Microsoft and others. Leading the eCommerce Association has allowed me to share my knowledge with other eCommerce players in Serbia and to learn from them. We do the same at the Group level, as Shoppster is the eCommerce business of United Group, the leading tech and media company in this part of the world.
Is there a major award in the eCommerce and marketing industry that you haven’t won? We’re not asking merely for the purpose of listing achievements, but to understand how much the professional public recognises the significance of the work you do…
— Thank you for the compliment and observation. Indeed, 2024 has been fruitful for awards, from those granted by professional marketing juries – where we truly won everything – to those awarded by customers and the tech community. Every award, whether more or less expected, has provided a real energy boost to our team. We were officially recognised for the best marketing campaign, declared eCommerce champion and awarded as the best marketplace. We face an even greater challenge in maintaining our level of quality and raising our bar even higher next year.
Reliability and Agility are Crucial to Distribution
Željko Salatić Mercata VT Logistics Director
Although Mercata VT has only been operating under its current name for four years, we have amassed over two decades of successful experience in the distribution business, says Mercata VT Logistics Director Željko Salatić
peaking in this interview for our magazine, Mercata VT’s logistics director reveals that adapting services to the specific needs of the market is one of the key challenges in the distribution sector. He explains that Mercata VT invests constantly in innovations and technologies, enabling a high level of service with attractive offers.
SHow did the synergy between Veletabak and Mercata come about?
— Mercata VT was formed through the strategic consolidation of Veletabak and Mercata, two companies with a long tradition in the distribution of tobacco products and fast-moving consumer goods (FMCG). Many years of experience contributed to the smoother integration of resources and corporate cultures, allowing the best practices to be preserved and developed.
We created an environment in which employees can build an even stronger collective with their shared knowledge and experience. The combined resources optimised processes, increased operational strength and improved collaboration with principals and customers, further strengthening our competitiveness on the market.
Your delivery time is 24-48 hours, thanks to your four distribution centres and an in-house fleet of over 140 delivery vehicles. How many sales points do you supply?
— Mercata VT operates four distribution centres, with over 20,000m² of warehouse space and a fleet of 140 vehicles, allowing us to supply more than 17,000 points of sale across Serbia. With over 65,000 deliveries per month and a high on-time delivery (OTD) rate, we offer fast and reliable delivery within 24-48 hours. The integration of digital tools for real-time delivery tracking allows for better process control and more transparent services.
You are the leading tobacco distributor in Serbia, and within your FMCG portfolio you collaborate with partners who hold leading positions in their categories. Is it true that some of them have been with you for over 20 years?
— As the leading distributor of tobacco products in Serbia, Mercata VT builds long-term relationships with partners who hold lead-
ership positions in FMCG categories. Our product range has expanded and now includes various product categories, such as tobacco products, food, chemicals, medical supplies and pet food. We work with more than 60 principals, some of them have been in our portfolio for over 20 years.
This long-term collaboration is based on mutual trust and strategic development, allowing us to respond efficiently to market needs and provide the best services to our partners. In addition to standard distribution, we offer 3PL and VAS services, including packaging, labelling and product customisation.
You believe that the status of a reliable partner and market leader is built through constant improvement of work processes and clearly defined goals. Could you elaborate?
— Mercata VT invests continuously in advanced technologies and innovations in order to stay ahead of trends and improve its operations. By combining external and internally developed software solutions, we optimise key business processes, thus increasing efficiency, reducing costs and ensuring a high-quality service.
Our current priority is a project focused on the automation of warehouse operations for cigarettes, with a focus on optimising and complying with the regulatory Track & Trace system. Implementation reduces the need for manual work and introduces the latest technologies, including RF scanners and roller conveyors, enhancing logistics efficiency and providing complete control over the movement of cigarettes through the supply chain while ensuring compliance with relevant laws.
Mercata VT has gained significant experience in the Track & Trace system through the longstanding operations of the Veletabak company in Croatia, where cigarette tracking (TPD) is a legal obligation. This experience allows us to apply best practices in Serbia, ensuring a high level of compliance and operational efficiency. By integrating new technologies, we maintain a high level of reliability and speed, which are crucial to distribution.
We aim to continue expanding our portfolio, strengthening the supply chain and adopting modern solutions and service innovations to maintain competitiveness and ensure sustainable growth.
With over 65,000 deliveries per month and a high on-time delivery (OTD) rate, we offer fast and reliable delivery within 24-48 hours
In addition to business goals and results, you pay great attention to employees, sustainability principles and community development. Why are these elements important to you?
— We are committed to creating a safe and stable working environment, fostering both personal and professional development for our employees, while providing equal opportunities and valuing initiatives. This is our path to success. Internal recommendations, as the dominant recruitment channel, and a low employee turnover rate confirm our dedication to employee satisfaction.
Mercata VT is committed to sustainability through responsible business practices that
include concrete steps to reduce negative environmental impacts. We are implementing green initiatives, such as reducing CO2 emissions and improving recycling, along with educating employees on safe work practices. Our fleet is part of our green logistics strategy, which includes optimising transport routes and ECO driving training, directly reducing our carbon footprint. As a socially responsible company, we actively participate in humanitarian actions and donations. This integrated approach allows us to increase our business success while having a positive impact on society and the environment.
Digitalisation, automation and artificial intelligence have changed logistics and distribution significantly. What’s next?
— Digitalisation and automation have already redefined the way distribution operates, but they are just the introduction to what’s to come. The integration of artificial intelligence (AI) and machine learning is becoming essential to decision-making and operational optimisation. Automated solutions improve the precision, speed and efficiency of supply chain processes, while AI assists management in making strategic decisions based on complex data analysis. Although automation brings numerous benefits, it faces challenges in more complex operations, where the human role will remain key. A successful synergy between technology and human skills ensures sustainability and progress in logistics processes.
Digital Planning for a Beautiful Smile
Dr Nataša Mratinković Owner of MND Dental
“Our goal from the very outset has been to set standards and protocols in modern dentistry and to be pioneers in introducing cutting-edge technologies,” says MND Dental owner Dr Nataša Mratinković
As a dentist who has introduced many innovative methods and technologies to Serbia from abroad, Dr Nataša Mratinković reveals how it is today possible to achieve straight teeth and a beautiful smile in the fastest and easiest way. She is the owner and founder of MND Dental, a pioneer in digital dentistry in Serbia and a great person to interview on the topics of dental health, beauty and trends, as well as the importance of lifelong education.
MND Dental was founded in 2010 as the successor to the Dr Đurić Practice, which was one of the first private dental clinics of its kind in Belgrade. What vision did you have in embarking on this exciting journey?
— MND Dental came as a natural continuation of a family tradition. In the early 1990s, the Dr Đurić Practice was among the first to offer private dental services in Belgrade, at a time when private clinics were rare. When I took over the business in 2010, I founded MND Dental with a clear vision: to merge tradition with innovation and set standards and protocols in modern dentistry. We wanted to take the lead in introducing modern technologies, while retaining the warmth and personalised approach to each patient, which has always been a hallmark of our clinic. However, we couldn’t have imagined how quickly dentistry would change with the emergence and development of digitalisation.
Dentistry today is very different compared to when you started, but one con-
stant remains: everyone dreams of healthy teeth and a Hollywood smile. Have scientific advances made that easier to achieve today?
— Absolutely! At the start of my career, many things that we now view as standard (digital X-rays, 3D scanners, Invisalign aligners, software for X-ray analysis and orthodontic treatment planning) were just visions of the future. However, patients’ desires have remained the same and still relate to properly aligned teeth and a captivating smile. With digital planning, we are now able to communicate much more easily with patients, and they have a better understanding of what needs to be done to achieve our common goal. Not only is the treatment faster and more precise, it is also less invasive and more comfortable for the patient.
One example of this is Invisalign aligners, which allow us to discreetly straighten teeth and bites thanks to the smart track technology used in their design. Their software also provides us with 95% predictability of the treatment and the future appearance of the smile.
You will soon mark 10 years since you started working with digital dentistry. What does that term actually mean? — Digital dentistry has brought a revolution not only in the way we work, but also in the way we think. And what’s most important for the patient is the predictability of their smile. Instead of traditional impressions, today we use 3D scanners to precisely record teeth and jaw relationships. With the software we possess, we create the de-
sign of prosthetic restorations (CAD CAM) and we mill crowns, veneers and bridges with incredible precision, using special machines. Digitalisation has additionally improved the speed of X-ray analysis.
Although it may seem simple and straightforward, these advances require us to constantly educate ourselves and keep abreast of innovations in this rapidly developing field.
You have often been the first in Serbia to bring the latest treatments from around the world. Behind this is the well-known female curiosity, but also professional ambition.
— A combination of curiosity and professional ambition is the key to success. However, I must point out that, in addition to that, the support of Banca Intesa and the Women’s Entrepreneurship Development Fund proved crucial for us. They recognised the seriousness of our company and helped us achieve the goals we set for ourselves. I will never forget when my business advisor came to see what we wanted to purchase for the clinic and it wasn’t a dental chair – he struggled to understand what a 3D scanner was.
We can today state with pride that we are among the few clinics in Serbia, if not the only one, to work with the complete Cerec system, as well as the Itero 5D+ scanner, which are currently the two best and most precise 3D scanners, with the most renowned software for designing teeth. This process of innovation is developing very quickly and constantly pushes us to acquire new knowledge.
We previously discussed treatments for straightening teeth in children and adults. Are these therapies still the most sought-after at MND Dental, or is there something more advanced and attractive?
Teeth straightening treatments remain the most sought-after, but that increase is unfortunately due to the rise in anomalies caused by improper breathing, chewing and swallowing functions. Invisalign is currently the world’s leading brand that allows us to begin correcting anomalies even in mixed dentition.
With digital planning, we now communicate much more easily with patients, and they have a better understanding of what needs to be done to achieve our common goal
as teeth whitening, ceramic and composite veneers, which can greatly enhance a smile and boost patient confidence.
There is no progress in any field without continuous education, especially in dentistry, which is developing rapidly, particularly in the area of materials that must meet aesthetic and biocompatibility standards. Each of these training courses has enriched us and enabled us to provide our patients with the highest quality services.
Lumineers training allowed us to be pioneers in that method of veneer fabrication. That was 20 years ago, at the Balkan Congress of Dentists in Skopje, while I am now, coincidentally, going back to Skopje to take advantage of the visit of Dr Michael Schneider from California to exchange experiences regarding the most sought-after aesthetic service in dentistry: ceramic veneers.
In addition to teeth straightening treatments, there is increased interest in minimally invasive aesthetic corrections, such
You have completed numerous training courses, such as Alexander Discipline – Dr Alexander Wick, Lumineers, Modern Functional Orthodontics, Implant Academy – Secrets of All-On-4... Is there no progress without continuous education?
Each new training course opens doors to new possibilities. If we were to stop learning, we would stop progressing, and that is not an option for our clinic. Our goal is for MND Dental to be synonymous with modern and reliable dentistry; a place where patients can receive the latest, most effective and minimally invasive treatments.
“Leadership is hard to define and good leadership even harder”
Indra Nooyi Former CEO of PepsiCo
China’s Economic Growth Slows
China’s economy expanded by just 4.6% in the third quarter of 2024, marking its slowest growth rate in 18 months. This slowdown reflects domestic challenges, including a struggling property market and rising youth unemployment, and external pressures, such as weak global demand. The Chinese government has introduced stimulus measures to stabilise the economy, including infrastructure investments and easing monetary policies, but these actions have yet to significantly boost growth. The deceleration raises concerns about China’s role as a global economic engine and the broader impact on world trade and supply chains.
Renewables to Power Half of Global Electricity by 2030
According to a report by the International Energy Agency (IEA), renewable energy, with solar power leading the way, is set to meet nearly half of global electricity demand by the end of the decade. Driven by supportive policies and favourable economics, global renewable energy capacity is expected to grow significantly throughout the rest of the decade, with additions projected to match the combined current capacity of China, the European Union, India, and the United States.
U.S. GDP Surges
The U.S. economy posted stronger-than-expected growth in the third quarter of 2024, driven by resilient consumer spending and robust private sector investment. Despite the Federal Reserve’s prolonged period of higher interest rates aimed at taming inflation, GDP grew by 4.9% annually. This economic strength, particularly in consumer-driven sectors such as retail and services, has raised questions about the Fed’s approach to monetary policy, with some analysts suggesting that rate cuts may not be necessary as inflation moderates and the economy remains robust.
“Done is better than perfect”
Sheryl Sandberg Former COO of Meta Platforms
Tech Titans Report Layoffs Amid Rising Costs and Restructuring
Several major technology companies, including Amazon and Meta, have continued to announce significant layoffs as they grapple with rising costs and restructuring efforts. These moves are part of broader cost-cutting measures in response to changing market dynamics, economic instability, and efforts to refocus their strategies on core business areas. The tech sector is undergoing a shift as companies reevaluate growth trajectories and adapt to a new global economic landscape.
Scandinavian Airline Announced Major Expansion
The Scandinavian airline SAS has announced a major expansion in its operations by building a global hub in Scandinavia centred around Copenhagen. This expansion includes 15 new routes, aiming to strengthen its position as a key international gateway for Scandinavia and Northern Europe. The new routes will also include long-haul flights to destinations like Seattle, promoting growth for SAS and the entire region by connecting it to more global markets.
Expansion of Artificial Intelligence (AI) in Global Business
AI continues to be a transformative force, reshaping key industries such as healthcare, finance, logistics, and beyond. Businesses across the globe are increasingly integrating AI-driven solutions to improve operational efficiency, drive innovation, and enhance customer experience. In healthcare, AI aids in diagnostics, personalised medicine, and administrative tasks. In finance, algorithms enable faster trading, fraud detection, and risk management. Logistics firms leverage AI to optimise supply chains, reduce costs, and predict demand more accurately. As AI technologies evolve, companies focus on utilising machine learning, natural language processing, and predictive analytics to stay competitive.
Pharmaceutical Science and Health
Redefining Trust
The pharmaceutical industry has advanced, now focusing on health, quality of life, and complex conditions. As innovation accelerates, building trust through science-based care, effective policies, and global collaboration is essential for safe, accessible healthcare
Pharmaceutical companies are integral to modern healthcare, directly affecting life expectancy, quality of life, and economic productivity. Their contributions are vast, from vaccines and medications that prevent and treat diseases to supplements that support health. For example, global vaccination campaigns have significantly reduced mortality rates, while innovations in chronic disease treatment allow individuals to lead more active, fulfilling lives. In regions like Serbia, where an ageing population and increasing rates of non-communicable diseases challenge healthcare systems, the impact of pharmaceutical progress is both substantial and essential.
Access to medications remains complex. In Serbia, like in other countries, geographical, economic, and regulatory factors play crucial roles. Certain life-saving medications or treatments may be difficult to access in rural or less urbanised areas due to distribution constraints or inadequate infrastructure. Additionally, pricing and reimbursement policies heavily influence the accessibility of medicines. Here, public-private partnerships and
government interventions have proven effective in improving access, with essential medications becoming available through insurance programs and alternative distribution methods to support even the most vulnerable populations.
Dietary supplements are also increasingly important in preventive healthcare, though they are not substitutes for medications. Evidence-backed use of vitamins, minerals, and herbal supplements can support patients undergoing treatments, offering additional support to standard therapies. However, responsible, evidence-based promotion of supplements is necessary to avoid risks associated with overuse or misuse.
Advances in pharmaceuticals continue to redefine possibilities in medicine. New drug classes, biologics, and
Efforts to ensure equal access to medications require strategic policies and partnerships to support both urban and rural populations
targeted therapies are now available to treat once-untreatable conditions. For example, gene therapies, immunotherapies, and personalised medicine represent new ways to manage cancers and rare genetic disorders. These therapies, often developed through cutting-edge research, give new hope to patients by transforming previously terminal illnesses into manageable conditions. However, the process from research to patient availability can be long and costly, often taking over a decade and requiring substantial investment. Ensuring these treatments are affordable and accessible underscores the importance of supportive regulatory policies and collaboration among governments, industry, and healthcare providers.
Pharmaceuticals also play a critical role in palliative care by alleviating pain and enhancing comfort for those with severe illnesses. Palliative medications address symptoms such as pain, nausea, and anxiety, providing relief when a cure is no longer an option. This area is especially relevant in Serbia and other regions with ageing populations and a rise in chronic diseases. Effective palliative care, supported by pharmaceutical advances,
improves patients’ quality of life and supports families, underscoring the industry’s role in compassionate care. Public trust in the pharmaceutical industry has never been more critical. In recent years, global health responses have placed the industry in the spotlight, revealing the importance of transparency in clinical trials, prioritising patient safety, and maintaining ethical marketing practices. Companies that prioritise scientific integrity and public health above commercial interests set a standard the public can rely on. Restoring and maintaining trust in pharmaceuticals go beyond science, involving ethical responsibility, transparent communication, and patient-centred delivery.
The pharmaceutical industry occupies a unique position in modern society by providing medications and advancing broader health initiatives. Addressing challenges of access, affordability, and patient trust enables the industry to fulfil its essential role in delivering meaningful healthcare improvements. Looking to the future, the commitment to safety, transparency, and ethical practices will remain central to a healthier, more resilient society.
The Future of Pharmacy Lies in Collaboration
Nataša Jovanović Lješković Dean of the Faculty of Pharmacy Novi Sad
Since its inception, the Faculty of Pharmacy Novi Sad has operated in accordance with European education standards, satisfying the demands of the market and profession while keeping pace with healthcare innovations and trends, says Dean Nataša Jovanović Lješković
This faculty has recognised students’ needs by opening a Higher Education Unit (HEU) in Niš, launching a programme taught in English and inaugurating a new, modern building that provides an inspiring environment to help students achieve their goals. We spoke with the dean of this pioneering faculty about these initiatives and other key topics related to the educating of healthcare professionals.
The Faculty of Pharmacy Novi Sad is Serbia’s first private pharmacy faculty. Are you maintaining leadership in your continuing mission of training 21st-century professionals?
Yes, we are continuing the mission we started 12 years ago. We created a strategic development plan and defined our key operational principles: a modern curriculum aligned with EU programmes, clear leadership and an outstanding team, strong ties to the profession, as well as a regional and international focus. As of this year, we also have a new building: a modern, inspiring space that will enable us to achieve our goals even more effectively.
Unlike most educational institutions, where knowledge is transferred one-way in a traditional manner, the Faculty of Pharmacy Novi Sad is recognised for its relevance,
flexibility and innovation, in terms of both knowledge and methodology.
Educational institutions must be flexible and provide modern knowledge and skills in response to the rapid changes in society. We designed our programmes according to European education standards, considering the needs of the market and profession, as well as innovations and trends in healthcare. We were the first healthcare faculty in this region to introduce courses like
Digital Pharmacy, Rare Diseases, Biological Medicines, Oncology Pharmacy and Professional Development.
Our focus is on practical experience. The study concept at the Faculty of Pharmacy Novi Sad is designed according to modern educational principles, allowing our students to acquire the knowledge and skills required for career advancement. We place a strong emphasis on practical work, underpinned by essential theory, so students can fully understand and retain practical knowledge. We collaborate with over 70 research, educational and healthcare institutions, as well as industry and professional organisations. Alongside faculty members, our educational model includes representatives of the industry and healthcare institutions who provide students with real-world experiences and insight into professional practice.
You often emphasise that high-quality people are the key resource, while AI and new technologies will compensate for the rest. Do many of the initiatives and successes that your faculty is proud of stem from the work of these quality individuals?
— Yes, at our Faculty, as in all educational institutions, high-quality people are the essential resource. Their knowledge, expertise and dedication are the foundation of successful education and research. Although new technologies enhance educational and research processes, the human factor remains irreplaceable in creating innovations, making decisions and leading
projects. As futurist Gerd Leonhard once said, “the value of being human is to be human”, and I believe strongly in people and the power of teamwork to create a stimulating, sustainable and empathetic working environment.
I would emphasise that our faculty’s professors and associates are experts in their fields, both in Serbia and internationally. Many professors come from prestigious universities abroad and bring extensive professional and practical experience to prepare our students for their future careers.
You accredited a Higher Education Unit in Niš two years ago, while you this year opened a new faculty building. What’s next, given the awareness that you’re expected to contribute to advancing pharmaceutical practices in Serbia and the region?
— The opening of the new building of the Faculty of Pharmacy Novi Sad is of great importance – not only for our faculty, but also for Serbia’s academic community. The building was designed according to the highest European standards, providing numerous opportunities for education, research and collaboration. We responded to stu -
We collaborate with over 70 scientific, educational and healthcare institutions, as well as industry and professional organisations
dents’ needs and recognised the necessity to open our HEU in Niš, which has proven to have been the right decision over these two years.
We also identified the importance of English-taught programmes on a global scale, which is why we last year launched the
Although new technologies enhance educational and research processes, the human factor remains irreplaceable in driving innovation, decision-making and project management
Pharmacy and Nursing study programme in English.
As for future developments at our faculty, I would highlight the establishment of specialised development service centres. The Faculty has always had a strong connection with the industry, and I personally believe that science and industry are naturally intertwined. Through these centres, I aim to strengthen this connection by focusing on specific collaborations and fostering new joint projects. We plan to open centres for dietary supplements, cosmetics, computer modelling and pharmaceutical engineering. There are additional exciting service initiatives planned, but I’ll save those for another time.
How do you see the future of pharmacy and the education of pharmacists who are already learning about gene therapy, immunotherapy, biological medicines and personalised medicine?
— The future of pharmacy, like all other fields, lies in collaboration. The digital revolution is blurring the lines between disciplines and sciences, calling for a multidisciplinary approach. In order to keep pace with incredible changes across all areas of society, we must collaborate, connect, learn from and support one another. The future is already here—we just have to be open and ready to see it.
Our successful journey from start-up
Jelena Nikolić
Cluster Head Western Balkans, Country Head Serbia and Montenegro, Zentiva
Zentiva’s growth has been entirely organic and without local acquisitions, which makes our story unique. Along the way, we’ve brought together exceptional individuals who’ve grown within the company ~ Jelena Nikolić
part from the pride she feels in her team and its success in maintaining consistent medicine supplies in Serbia, Zentiva’s Jelena Nikolić emphasises that each change in the pharmaceutical market presents both a challenge and an opportunity that provides invaluable experience once it has been overcome. This perhaps best explains company’s global, regional and local success.
AYour story began with a few ambitious individuals who had big goals, while you are today among the leading generic medicines companies in Serbia. Has a clear vision guided you throughout this journey?
— Our journey began in 2011, as part of Alvogen. A small group of ambitious individuals and outstanding professionals set out with a clear goal: to bring modern, affordable therapeutic solutions to patients in our country and to achieve success and recognition. We started as a start-up and have elevated the company to an impressive level, reaching seventh place on the Serbian generic medicines market.
We joined the Zentiva Group in 2020, through the acquisition of Alvogen’s CEE region by Advent, which provided an exceptional alignment for further growth. Nurturing a corporate culture aligned with the values of our team members is at the core of our strategy and inspiration. Reflecting on this period, I can state with a sense of pride
and gratitude that, with timely and well-devised strategies and a strong team working in synergy towards a common goal, we have occasionally achieved the impossible.
What drives you towards new successes?
— The clear vision set by our experienced leadership, supported by a highly qualified and motivated team. We strive for easiness and beauty in everything we do, so we create with enjoyment, which sets us apart and makes us approachable and easy for people to work with. Zentiva is a multinational company that’s recognised across Europe and beyond for producing high-quality, affordable medicines. With a dedicated team
of over 4,500 people and a well-developed network of production sites, Zentiva aims to meet everyday health needs with branded generics and OTC products.
Our strategy in Serbia is to introduce generics either first or in the initial wave after the patent expiry of the originator, making advanced therapies more accessible. We have launched medicines in Serbia that weren’t previously available here, thus providing patients with innovative treatment options. We are exceptionally proud of having maintained a steady supply of medicines in Serbia, practically without shortages during challenging periods on the global pharma market, which underscores our high level of awareness and responsibility—both essential factors in our line of business.
What is the biggest challenge in your position as regional director for the West Balkans?
— Among the countries of the West Balkans, despite similar business models, structures and environments, there are significant differences that I discovered when I took on the role of Cluster Head of Zentiva West Balkans. Setting the right foundation in each of them was challenging, but I built a similar synergy model across different countries, recognising that individual differences are a significant advantage and provide the potential for mutual enrichment. I can today state with pride that the teams of the region communicate excellently, support each other and share knowledge generously. I am delighted that we’ve together built outstanding teams in each country of the region.
Only Strong Messages Reach their Target
Aleksandra Čolić General Manager, Oktal Pharma Belgrade
Rapid learning and adaptability in adopting practices, whether technical or supportive, have become essential for resilience and competitiveness, says Oktal Pharma
Belgrade
General Manager Aleksandra Čolić
ere we discuss with the Oktal Pharma Belgrade GM the importance of responsible public communication in educating the public on health and product safety, along with product and brand development strategies.
HOktal Pharma Belgrade has been among the leading representation companies on the Serbian market for two decades. Who are your partners and how extensive is your product portfolio?
— More than 40 brands have been developed under our umbrella and are still evolving. These include top-quality products from prominent pharmaceutical manufacturers in Europe, the U.S. and South Korea. Our portfolio features over 1,000 items that vary in registration status, pharmaceutical form, mechanism of action, therapeutic field and philosophy.
In terms of product development, our teams focus on presenting and preserving each brand’s core philosophy on the local market by creating innovative solutions that meet the highest standards of medicine and pharmacy. Success is measured foremost on the basis of patient satisfaction, then brand recognition and longevity. Our strategies are diverse—from a systematic approach to the healthcare system to increase the use of biosimilars, opening up the potential for more patients
to receive treatment or introducing innovative therapies, to combined marketing techniques aimed at enhancing the knowledge of healthcare professionals and end-users on using quality cosmetics, selecting the right probiotic, choosing intimate care products or intraocular lenses to correct vision.
One of the imperatives of modern pharmacy is responsible communication with the public regarding health education and product safety. Does this include the professional promotion service that you tailor to each partner’s individual requirements?
— Our partners’ requirements are just the starting point. These are essential guidelines that we align with our market characteristics and local regulations. By merging these elements with knowledge and creativity, we create powerful messages that healthcare professionals hear, combine with their experience, and use actively in their daily practice to maintain or improve the health of those who seek their advice and assistance. Oktal’s school of professional promotion enjoys high trust among doctors and pharmacists, precisely because it is based on transparent communication, with verified information, proven efficacy and safety as its cornerstones.
To what extent does being part of the regional Oktal Pharma Group help you maintain a competitive edge in the region and plan your business growth and expansion?
— The world is changing ever faster, due to digital communication and the creation and collection of diverse data. Much of the information or strategies that are important today will be irrelevant by this time next year, while the list of skills and knowledge required by individuals and companies continues to grow.
When you form part of a company that operates on eight different markets, you have the opportunity to exchange knowledge and adopt extensive and successful practices in a shorter period than if you developed them alone. Rapid learning and flexibility in adopting practices, whether technical or supportive, have become vital for resilience and competitiveness. The long-term goals set at the group level by the parent company provide stability in the development process and in selecting investments.
TDedicated to Excellence and Quality
Snežana Pažin, MScPhm Inpharm General Director
Inpharm’s business success can be summed up by the slogan “We Care About You”, which forms the foundation of our values and daily activities, says Inpharm General Director Snežana Pažin
his company’s flexibility and responsiveness to changes in the industry have enabled its long-term stability and market growth. Here we discuss with the company’s general director how its acquisition of Casa Špadijer Bioclinica and the expansion of its portfolio, coupled with investments in employees, are contributing to this growth.
Your company has a legacy dating back nearly a quarter of a century, during which Inpharm has adapted to market demands and expanded its portfolio accordingly?
— Our company was founded over 20 years ago with a clear vision: to offer high-quality products that improve both health and quality of life. Over the years, we have observed market needs carefully and adjusted our portfolio to reflect shifts in health trends and patient preferences.
We’re particularly proud of our ability to recognise the growing awareness of preventive care and healthy lifestyles among our customers. This inspired us to introduce innovative dietary supplements that meet the highest standards of quality. We were soon introducing new dietary supplements, meticulously formulated to meet potential customers’ needs. These supplements are developed according to the latest medical research and knowledge, underscoring our commitment to excellence and quality.
Do you believe that genuine care for employees, partners and customers is the only way forward?
— We absolutely believe that sincere care is the key to long-term business success. Our slogan, “We Care About You”, is more than just words—it represents the foundation of our values and daily activities. Every aspect of our business is focused on addressing the needs of our employees, partners and customers. We believe that only motivated and satisfied employees can provide an excellent
Our customers are always our focus—we strive to listen to their needs and provide products and services that genuinely contribute to improving their health and quality of life
service and create innovative solutions that add value for our partners and customers.
We place great emphasis on creating a supportive and inspiring work environment in which our employees feel valued and motivated to give their best. On the other hand, we build our relationships with partners on the basis of mutual trust and respect, believing that stable and responsible partnerships benefit all parties involved.
Speaking of progress, let’s discuss the recent announcement in which you revealed that you’re acquiring Casa Špadijer Bioclinica. Could you tell us more about this major acquisition?
— This acquisition was not just a business decision, but rather a strategic move that allows us to expand our presence in the sector of high-quality dietary supplements. Casa Špadijer Bioclinica is a name renowned for its commitment to quality, innovation and expertise, which aligns perfectly with our own company values.
This strategic move is part of our long-term growth and development vision. The acquisition will enable us to expand our product range, enter new markets and continue to improve production standards and services in line with the highest international regulations. Through these strategic steps, we aim to realise our mission to become the largest consumer healthcare company in Central and Eastern Europe, developing innovative, nature-based and market-leading products that enhance people’s quality of life. We believe that, as part of Inpharm, Bioclinica will receive additional support and resources for further development, allowing us to work together to achieve our shared goals and values.
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From Blogger to Beauty Mogul
Emily Weiss, founder of Glossier, revolutionized beauty with a minimalist, customer-driven approach, turning her blog into a billion-dollar brand focused on authenticity and simplicity
I n a world where established beauty giants dominated for decades, Emily Weiss, the founder of Glossier, emerged as a disruptive force, redefining the way consumers engage with beauty products. Her journey from a beauty blogger to the CEO of a billion-dollar beauty brand is a testament to the power of vision, customer engagement, and innovation.
Emily Weiss first gained attention with her blog, Into the Gloss, launched in 2010. The blog was unique because it wasn’t about pushing products; instead, it focused on conversations with women about their beauty routines
and the role of beauty in their lives. Her content resonated with readers for its authenticity and for giving a voice to women’s personal beauty journeys. Weiss understood early on that the modern consumer craved more than just products—they wanted community and dialogue.
By listening to her readers and engaging with them directly, Weiss identified a gap in the market: people wanted beauty products designed with their input, with a focus on simplicity and real-life needs rather than exaggerated promises. With this insight, she decided to build a brand that placed the consumer at its center.
In 2014, Weiss launched Glossier, a beauty brand that disrupted the traditional cosmetics industry by offering minimalist products designed for real skin and real people. The company’s ethos, “Skin first, makeup second,” reflected the growing trend toward skincare and the embrace of natural beauty, a shift away from heavily layered looks that had long been the industry norm.
Glossier’s launch was unconventional—focusing entirely on direct-to-consumer sales through its online platform, with a limited product range. But this minimalist approach was precisely what the modern beau -
Emily
Weiss Founder of Glossier
ty consumer wanted: fewer products that work well, with transparent marketing and an approachable brand image.
Weiss’s focus on building a community around the brand was one of Glossier’s defining strategies. Rather than relying solely on influencers or traditional advertising, she empowered the brand’s customers to become its ambassadors. By featuring real people on Glossier’s social media channels, encouraging customer feedback, and creating products based on consumer input, Weiss built a brand with an unparalleled level of engagement.
What set Glossier apart from traditional beauty companies was its commitment to being digital-first. While many established brands were slow to adapt to the fast-changing digital landscape, Weiss embraced it fully. Glossier’s website, social media presence, and e-commerce platform became its main channels of communication and sales.
This direct connection with consumers allowed Glossier to gather insights and quickly adapt to trends. Customers could request new products, share reviews, and feel like active participants in shaping the brand’s offerings. This level of engagement created a sense
of community and loyalty that many brands struggled to replicate.
Weiss also used social media platforms like Instagram not just as marketing tools but as extensions of the brand’s identity. Glossier’s Instagram feed, filled with user-generated content and candid, natural beauty looks, became a key part of its growth strategy.
Glossier’s growth was meteoric. By 2019, the brand was valued at over $1 billion, making Emily Weiss one of the youngest female billionaires. Its expansion went beyond the online space, with pop-up stores and physical locations opening in cities like New York and Los Angeles, offering consumers an immersive Glossier experience.
The brand continued to innovate with product development driven by customer feedback. From its cult-favorite
She helped usher in a new era of beauty that prioritizes authenticity, transparency, and consumer engagement
Boy Brow to its Milky Jelly Cleanser, Glossier’s products became staples in beauty routines across the globe. Each launch was met with excitement, further fueling the brand’s rise.
Emily Weiss’s impact on the beauty industry goes far beyond the success of Glossier. She helped usher in a new era of beauty that prioritizes authenticity, transparency, and consumer engagement. By listening to her customers, embracing digital platforms, and focusing on a minimalist, natural aesthetic, Weiss created a brand that resonated with modern beauty consumers tired of the traditional industry’s noise and excess.
Her journey is a powerful example of how entrepreneurs can disrupt long-standing industries by simply listening to the needs of their custom-
ers and challenging the status quo. Weiss’s story continues to inspire budding entrepreneurs, particularly in industries where digital transformation and customer-centric models are increasingly important.
Today, Glossier remains at the forefront of beauty innovation, and Emily Weiss continues to evolve as an entrepreneur. While she stepped down as CEO in 2022 to focus on her role as founder and executive chairwoman, her influence on the beauty world remains strong.
By 2019, the brand was valued at over $1 billion, making Emily Weiss one of the youngest female billionaires
As Glossier looks to expand further globally and enter new markets, Weiss’s legacy will be remembered for transforming the way beauty brands interact with their customers. She has set a new standard for how a brand can grow not by dictating trends but by co-creating them with the people who use their products.
For entrepreneurs in any industry, Weiss’s success serves as a reminder that staying close to your audience and building a strong community can turn even the simplest of ideas into a billion-dollar business.
The Nordic Way
A Medieval Marvel
Kastelholm Castle, a medieval fortress built by the Swedes, stands near Road 2 in Sund, Åland, Finland. Located about 25 km northeast of Mariehamn, it overlooks a scenic fjord south of the village of Kastelholm, offering visitors a glimpse into Nordic history and architecture.
88 COMMENT
Building a Greener Future
90 H.E. PERNILLE DAHLER KARDEL
Ambassador of Denmark to Serbia Committed to Climate Action and Global Security
92 H.E. NIKLAS LINDQVIST
Ambassador of Finland to Serbia On the Same Page
94 H.E. KRISTIN MELSOM
Ambassador of Norway to Serbia Supporting Serbia’s Green Energy Transition
96 ASTRAZENECA
Swedish Expertise in the Fight Against Cancer
98 H.E. CHARLOTTE
SABINA SAMMELIN
Ambassador of Sweden to Serbia
Proud to be a Top Bilateral Donor
100 ELNOS GROUP
Leading the Nordic Market
101 RECONOMY PROJECT
Navigating the Road Ahead
102 Jelena ČavkunovićBelokapić
Medicon Vice President Innovative Solutions for Quality of Life
103 Antonio Passarella
Ericsson Serbia Country
Manager and Head of Ericsson for the Western Balkans 5G Technology is Crucial for the Future
Nordic 2024
104 Iva Petrović
Executive Director, Nordic Business Alliance
Transforming Towards Smart Cities
106 The Nordic Welfare Model
A Catalyst for Economic Growth
108 Inovations
Journey to a Smarter Future
110 Tourism
The Allure of the North
Building a Greener Future
Relations between the Nordic countries and Serbia, which continue to grow and develop, promise a future of deeper integration and mutual benefits across various sectors
This partnership is a prime example of how international cooperation can accelerate sustainable development. Serbia and the Nordic countries—Denmark, Finland, Norway and Sweden—are focusing their collaboration on key areas like the green transition, digitalisation and innovation. These efforts not only promote sustainable growth, but also enable Serbia to align more closely with European standards as it progresses towards EU accession.
The green transition has become a standout area in Serbia’s cooperation with the Nordic countries, all of which are recognised globally as leaders of sustainability. They are working together to reform
With ongoing Nordic involvement, Serbia is set to benefit from improved environmental practices, digital infrastructure and energy strategies
Serbia’s energy sector and harmonise it with European environmental standards. With the Nordic countries serving as role models, Serbia is eager to avoid repeating past environmental missteps and to adopt practices that ensure sustainable development.
Initiatives like Nordic Green – Sustainable Solutions for Serbia have provided valuable expertise in circular economy principles, waste management and renewable energy. These initiatives are being reinforced by high profile events like the Western Balkans Energy Conference and
the Western Balkans Energy Roadshow. An emerging focus is smart cities—an effort that’s being actively promoted by the Nordic Business Alliance (NBA). Through collaboration with local governments and Nordic Edge, Serbia has begun implementing smart city roadmaps, fostering digital governance and enhancing public infrastructure. This aligns with the state’s broader ambitions to build inclusive, digitally-advanced communities—an area where the Nordic countries excel.
The partnership has expanded in 2024 to encompass healthcare, digitalisation and education, reflecting the wide-ranging potential of this cooperation. Serbia’s preparation for the launch of a 5G network has further deepened Nordic involvement, with Nordic partners providing expertise and resources to support the digital transition. Moreover, Nordic countries are collaborating with Serbia to enhance its institutional capacity and governance through public-private partnerships, particularly in managing environmental regulations, energy reforms and infrastructure projects.
Nordic companies invest actively in Serbia, bringing knowledge and capital to sectors like wind and solar power, as well as waste management. These investments aim to position Serbia as an attractive destination for future green energy projects. This collaboration also involves developing strategic energy plans for 2040 and beyond, thus helping Serbia establish a longterm framework for sustainability.
Nordic embassies in Serbia play a key role in facilitating interactions between businesses and local institutions, promoting sustainable investments and strengthening business ties.
Committed to Climate Action and Global Security
Serbia and Denmark maintain strong economic and political ties, while there are plans to strengthen them during Denmark’s EU presidency in second half of 2025
From 1st January 2025, Denmark will hold a seat in the UN Security Council as an elected member for two years. In these days when we are witnessing so many armed conflicts around the world, Denmark will continue to work towards peace and security within national contexts and globally, explains Danish Ambassador to Serbia
H.E. Pernille Dahler Kardel.
“We are very honoured to serve on the Council and our membership is a continuation of our strong and longstanding commitment to the UN and multilateralism. As a member, Denmark will strive towards the Council playing its role regarding the challenges to international peace and se-
curity. Across the range of issues on the Council’s agenda, we will stand up for international law, including international humanitarian law and accountability. We will also address the impacts of climate change on peace and security, and adapt conflict responses and prevention to new realities, just as we will ensure that women’s voices are heard and included.
We look forward to gaining Serbia’s perspective on how we can best turn the principles of Resolution 1325, regarding Women, Peace and Security, into practice
As we know, women’s rights and gender equality are often at risk in such conflict situations, but also in everyday life. How does Denmark approach these issues, and which experiences do you think could be valuable for Serbia? — In conflict situations, we know that women and girls are often at very serious risk. Yet their voices are most often unheard in efforts to resolve conflicts. It has been almost 25 years since the Security Council recognised women’s rights as integral and essential to achieving lasting peace. Even so, much remains to be done. As a member of the Security Council, Denmark will work to close the persistent gap between rhetoric and reality. We will be working with other member states, with the women affected by conflicts and other stakeholders. We are looking forward to getting Serbia’s perspective on how to best turn the principles of Resolution 1325, regarding Women, Peace and Security, into practice.
Sustainability, energy transition and the preservation of nature are common themes in the collaboration between the Nordic countries and Serbia. What would you highlight as the most notable expertise that Denmark would like to share in supporting our approach to the green agenda?
— Climate change is an existential threat for many countries, while for others it is a risk multiplier. As a member of the Security Council, Denmark will push to advance a comprehensive evidence-based understanding of the links between climate, peace and security.
Denmark’s own green transition started in the 1970s, with the first steps towards establishing wind energy as a viable and competitive energy source. In 2020, Denmark legislated our ambitious target of reducing CO2 by 70% by 2030. The government’s desire is to advance the climate neutrality goal to 2045. We are achieving ambitious reductions through a unique partnership between the private sector, researchers and the government. The path to achieving our goal has been developed in 14 sector specific climate partnerships. We are leading the world in the decarbonisation of the shipping sector, where Danish company MAERSK is taking the lead. Through companies like Orsted, Copenhagen Infrastructure Partners and European Energy, we are leading the world in building offshore wind capacities, just as these companies play an important role in developing new sources of energy. Vestas is a world leader when it comes to wind turbines, while Danish electricity net administrator Energinet is leading the world in finding solutions to grid issues as we increase the green en-
ergy proportion of our electricity consumption towards 100%.
AMBITION
Denmark aims to cut CO2 emissions by 70% by 2030 and to achieve climate neutrality by 2045, through climate action partnerships between the private sector, researchers and the government
ENLARGEMENT
We very much support the EU’s renewed focus on enlargement, with a newly appointed Commissioner whose sole responsibility is enlargement
COOPERATION
Denmark is looking forward to developing relationships with Serbia in green transition, clean energy, water technology and sustainability
Likewise, in the field of energy efficiency and district heating, we have several companies that deliver solutions to the global market, such as Danfoss, Velux, Rockwool and many more. The Danish water industry holds a global leadership position in the development and export of efficiency and sustainability-focused water technology, with globally acclaimed companies like Grundfos and AVK. We look forward to further developing cooperation with Serbia in all these fields.
Swimming in Copenhagen harbour became possible in the 1990s, after the city authorities decided to invest in expanding wastewater treatment plants and sewage infrastructure. What lessons can we learn from your approach to reclaiming bodies of water for public use?
— The transformation of Copenhagen’s harbour into a clean, swimmable public space stands as a testament to Denmark’s commitment to environmental stewardship and urban liveability. That required political will and long-term planning. A strong commitment to clean water and public health was the driving force.
Many cities in Serbia are situated along the banks of rivers like the Danube, Sava or Morava. All these places have massive potential to improve water quality in such a way that citizens could want to dive into the rivers. However, this is by no means an easy feat and will require extensive long-term planning.
Apart from the green agenda, what would you identify as major areas of assistance in which Denmark is supporting Serbia’s EU accession process?
— In our view, Serbia is an obvious potential EU member state – just like the other Western Balkan countries. We very much support the EU’s renewed focus on enlargement, including with a newly appointed Commissioner whose sole responsibility is enlargement. We recognise that the process of reaching the Copenhagen Criteria is challenging, but it is nonetheless essential, as membership will continue to be merit-based. Over the past few years, three Danish foreign ministers have visited Belgrade to discuss this issue with their Serbian counterparts. And our newly appointed Minister for European Affairs and Danish MPs will soon be here to dive deeper into this discussion. The ties between Serbia and Denmark are strong, economically as well as politically, and we look forward to building on that when Denmark holds the EU presidency in the second half of 2025.
On the Same Page
Economic growth must be environmentally friendly, with green transition providing a chance to attract investment, create jobs and boost local businesses – and this is already recognised by many in Serbia ~ H.E. Niklas Lindqvist
Technological advances and increased productivity are critical topics across Europe, particularly among the Nordic countries, which are pioneers in these areas. Finnish ambassador H.E. Niklas Lindqvist believes that demand for sustainable products and solutions will experience strong growth in the coming years and that the Serbian manufacturing industry can benefit from this by improving its efficiency, implementing environmental standards, emphasising sustainability etc.
“This will help them stay competitive at the European and global levels,” explains Lindqvist.
“In Finland, digitalisation is a dominant feature of sustainable manufacturing and we constant-
ly rank among the most digitally advanced countries in the EU,” notes the ambassador. “New technologies, including automation, robotics, electric vehicles, renewable energy, biotechnologies and artificial intelligence, have immense potential to foster growth, prosperity and environmental sustainability.”
Serbia must achieve significantly higher economic growth than the EU average if it is to catch up in the long run. Despite being challenging, this is essential to keep pace with the more advanced EU economies
He believes that companies in Serbia have already realised the urgent need to adapt to new EU standards in order to remain competitive on the EU market. “These standards include carbon-pricing policies, sustainable and responsible corporate conduct, human rights, prevention of environmental violations etc. It is important to note that adherence to these standards applies to companies both inside and outside the EU,” says Lindqvist.
How do you support Serbia’s transition to a market economy through bilateral relations and within the Nordic alliance?
— I always mention that it is essential to create economic growth in an environmentally friendly fashion and that the green transition should be seen as an opportunity to attract new investments, create jobs and strengthen the local market and businesses. It is encouraging to see that many local companies have realised this in Serbia.
The Nordic embassies have implemented numerous joint projects in Serbia promoting such topics as innovation, public procurement, digitalisation, corporate social responsibility, circular economy and green transition.
Throughout 2025, the Embassy of Finland, together with the other Nordic embassies in Belgrade and the Nordic Business Alliance, will organise a series of events around the theme of Smart Cities. We will share Nordic knowhow and build partnerships with Serbian institutions and companies. We also want to raise awareness among local decision-makers and businesses about the need to work together to achieve a healthier environment for all citizens while developing a sustainable economy.
Education and innovation are the cornerstones of the remarkable achievements of Finnish society. From your perspective, what are the most important skills for the 21st century; and how can we incorporate them into our education system?
— Finland has one of the highest-ranking education systems in the world and it is truly one of the cornerstones of Finnish society. We particularly pride ourselves on an education system that offers equal educational opportunities for all. The Finnish education system is built on the belief that a nation can only fulfil its human and economic potential if every citizen has the opportunity to achieve their own personal potential. By prioritising equity, play-based learning, teacher professionalism and student wellbeing, Finland has created an educational framework that fosters happiness, resilience and success among its citizens.
FOCUS
Throughout 2025, the Embassy of Finland, Nordic embassies in Belgrade and the Nordic Business Alliance will host events on Smart Cities
CREDO
The Finnish education system is based on the idea that a country can reach its full potential only when all citizens can achieve their personal potential
SUPPORT
The Finnish Embassy is sending startups from Serbia and the region to the Slush conference in Helsinki, in order to connect with investors and media
Our strengths lie in excellent, relatively equal learning outcomes, a high education level, a healthy work-life balance, and the flexibility of the education system that makes it possible to adapt swiftly to new technologies. In the Finnish education system, digital and artificial intelligence skills, media literacy and multi literacy, environmental education, respect for other people and interaction skills are as important as more traditional subjects, such as mathematics, arts and crafts.
It is important to understand that our education system didn’t develop overnight. It has taken decades and many reforms to get to where we are now. We have developed education in a systematic way and in broad cooperation with all stakeholders, while there is strong collaboration between Finnish universities, research institutes, industries, the government and other stakeholders.
We are seeing a growing number of start-ups in Serbia, with a significant portion focusing on agri-tech and other green solutions. Do you see potential for collaboration with their Finnish counterparts and Finnish companies generally?
— Finnish companies and institutions see the global transition towards a circular and carbon-neutral economy as an opportunity to solve global challenges. It is almost a requirement for all Finnish start-up solutions to include a green component. Our companies are increasingly developing green solutions in cooperation with their counterparts from other markets. This means that there is definitely potential for increased cooperation between start-ups from Serbia and Finland. We see this potential in every sector, but particularly in the green transition.
It is important to promote cooperation among start-ups and institutions involved in innovation ecosystems. In cooperation with the EBRD and other local institutions, the Finnish Embassy is sending representatives of Serbian start-ups, as well as other startups from the region, to the Slush conference in Helsinki, which takes place from 20th to 21st November. The Slush conference is one of the largest events that brings together Europe’s start-up and innovation community. At Slush, Serbian start-ups will have an opportunity to present themselves to a large number of investors and media, and to connect with relevant counterparts.
We last year also had a delegation from Serbia visiting the World Circular Economy Forum in Helsinki. This delegation also included Serbian start-ups that focus on innovative solutions and circular economy principles.
Supporting Serbia’s Green Energy Transition
Serbia is advancing on its green energy agenda with ambitious reforms that are supported by Norwegian expertise and that balance environmental concerns and EU integration efforts
Serbia is working hard to enhance its energy production potential, and all existing plans and projects form part of a green agenda, says H.E. Kristin Melsom, Ambassador of Norway to Serbia. In that respect, the county has set some quite ambitious goals in the energy sector for the next decade, notes our interlocutor.
“When it comes to the reform process at EPS [electric utility power company Elektroprivreda Srbije], in which Norwegian experts participated
more actively, I can say that I am proud that we were approached by the Serbian side and glad that we were perceived as a trusted and knowledgeable partner. As far as I know, this process
I am optimistic that the next crucial step – with the start of the new EU Commission’s term – will be the opening of Cluster 3 in Serbia’s EU accession negotiations
is ongoing. This is a new concept for Serbia and changes take time. A lot of adjustments need to be made to completely transform EPS into an efficient state company that operates successfully under free market conditions. EPS definitely has the potential to become one of the most influential energy companies in the region,” says Ambassador Melsom.
When it comes to expertise, Norway has vast experience in hydro energy and, as of more recently, in new technologies and innovation. “The way we govern our state-owned energy companies proves successful, as they are among the top energy companies in Europe. That said, we should keep in mind that the biggest drivers to complement expertise are political will and access to resources,” notes our interlocutor. “A common platform and close cooperation between all key players in the region, as well as making EU ETS funds available to Western Balkan countries, could be the magic formula to fast-track transformation of the energy sector across the entire region.”
You spoke recently to the Speaker of the Serbian National Assembly about critical mineral resources and Norway’s experience in this area. What are your main suggestions for the preserving of nature in this context?
— This is indeed a significant and complex issue for any country, not just Serbia. Whereas the green transition is both an imperative and our best growth strategy, it is not free of dilemmas and challenges. We also experience these concerns in Norway. Mining will always impact nature; the question is how to strike a balance between Europe’s need for critical minerals and the need to preserve our environment. The process leading to a decision is important. We believe in an open and inclusive dialogue with all stakeholders, ensuring that all voices are heard and considered in the decision-making process. It is important for the information provided to the public to be factual and correct, and communicated in a way that everyone can understand.
Serbia is at the very beginning when it comes to addressing wastewater treatment. How has Norway approached these tremendously important but costly solutions?
— Norway has many companies with innovative waste management solutions, but I would like to mention Cambi, the company that is present in Serbia. Cambi delivers innovative solutions that enable utilities to manage sewage sludge from
COOPERATION
A common platform and close cooperation among all key players in the region could be the magic formula to fast-track transformation of the energy sector across the entire region
KNOWLEDGE
I’m proud that the Serbian side sought our involvement in the reform of EPS and glad that we were seen as a trusted, knowledgeable partner
TRANSPARENCY
Mining always impacts nature, and the challenge is to balance Europe’s demand for critical minerals with environmental preservation. The decision-making process is important
wastewater treatment plants and waste processing plants. This is an optimal solution for the wastewater treatment plants of larger cities. Many cities around the globe, including Brussels, London and Washington, use Cambi solutions to ease the management of sludge at wastewater treatment plants, rendering it cheaper and more sustainable. What distinguishes them from others is the so-called thermal hydrolysis process, or THP, which has the lowest carbon footprint of all sludge treatment methods. This process enables the extracting of up to 50% more biogases compared to conventional anaerobic digestion, while the sludge is also transformed into biosolids that can be used as fertiliser. This makes it a perfect circular economy process.
As Serbia progresses in its EU integration process, what do you consider as being the next critical frontier?
— It is clear that full EU membership remains a strategic objective for Serbia’s political leadership. We are witnessing some stagnation in the integration process across the entire region, which is partly due to the responsibilities of the candidate countries themselves, but also reflects the EU’s current appetite for enlargement. For Serbia, meeting the political criteria is the most crucial aspect of the process, as joining the EU requires stable institutions that guarantee democracy, the rule of law, human rights and the protection of minorities. While negotiations are also a technical issue, I’m optimistic that the next critical step – with the start of the new EU Commission’s term – will be the opening of Cluster 3 in Serbia’s accession negotiations.
How is Norwegian bilateral assistance supporting Serbia on its EU path?
— Although we are not an EU member state, we strongly support the EU membership aspirations of the Western Balkan countries. For more than 15 years, we have been assisting Serbia consistently in terms of capacity building for EU negotiations. Through numerous projects, we have supported most of the ministries within the Serbian government, ranging from the Ministry of Energy and the Ministry of the Interior to the ministries of economy, justice and human rights. We are today continuing to provide support to various sectors included in EU negotiations. During this year and next, we are focused in particular on supporting the Ministry of Energy and the Ministry for European Integration.
Swedish Expertise in the Fight Against Cancer
The Healthcare Academy of Serbia and Sweden will be held in Belgrade in early November, a first of its kind event organized by Business Sweden association under the patronage of the Ministry of Health of Serbia and the Embassy of Sweden in Belgrade and supported by AstraZeneca
The Healthcare Academy marks the start of long-term collaboration between Serbia and Sweden that aims to foster exchanges of knowledge and expertise between healthcare professionals from the two countries.
This year’s Academy will focus on one of the most pressing health concerns in Europe: breast cancer.
Women in Serbia face a moderate risk of developing breast cancer, but a high risk of dying from it, as participation in screening is not at a satisfactory level and currently stands at just 11.6% of women aged between 50 and 69. The expectation is that this worrying statistic could be improved through collaboration between leading breast cancer experts from Sweden and Serbia.
Sweden achieves excellent results in the fight against breast cancer, with prevention being a central component of its breast cancer management model. De-
spite a significant number of new cases, the risk of dying from breast cancer is declining thanks to early detection through mammography screening programmes. In Sweden, one million women are invited for mammography screenings annually, covering around 95% of women aged 40-74. These data suggest Serbia could make significant progress in reducing female mortality through the sharing of breast cancer treatment experiences with Swedish experts.
It is for this reason that the Healthcare Academy of Serbia and Sweden is being established, chaired by Dr Irma Fredriksson of the Management Group for the National Quality Register for Breast Cancer (NKBC) and a surgeon at Karolinska University Hospital. The Academy will also include Dr Niklas Loman, President of the Swedish Breast Cancer Group (SweBCG), Associate Professor at Lund University, Principal Investigator at the Lund University Cancer Centre, and Mrs Susanne Dieroff Hai, President of the Swedish Breast Cancer Association.
Sweden has proposed that the Ministry of Health of the Republic of Serbia invites key healthcare policy experts from
the Ministry of Health, representatives of the Republic Health Insurance Fund, the Institute for Oncology and Radiology of Serbia (IORS), the World Health Organisation, medical associations and patient organisations to participate and speak at the Academy.
At the beginning of October, Serbian Health Minister Dr Zlatibor Lončar met with Swedish Ambassador to Serbia H.E. Charlotte Sammelin. In their cordial discussion, it was emphasised that cooperation and exchanges of best practice from the healthcare sector are of mutual interest. It was highlighted in particular that exchanges of experience and knowledge between experts from Sweden and Serbia could reduce the rate of mortality from this deadly disease significantly.
The Minister gladly accepted the patronage and participation in the Healthcare Academy of Serbia and Sweden, which is a professional conference on the modalities of breast cancer control and prevention that will be held in Belgrade on 6th November.
Local experts will discuss breast cancer treatment in Serbia, while Swedish experts will talk about Sweden’s breast
Sweden’s bilateral commitment to fighting breast cancer is also reflected in the 2023
Memorandum of Understanding between the Government of Serbia and AstraZeneca regarding the BIO4 campus project
cancer strategy and its implementation. Working groups’ discussions will include Serbia’s national breast cancer strategy and the best practices of Swedish treatment methods. Additionally, topics such as prevention, screening for early disease detection, the national cancer strategy and mechanisms for empowering patients and caregivers will be addressed.
The forum aims to exchange best practices in two areas. The first area covers comprehensive policymaking and a breast cancer strategy for the sustainable long-term management of breast cancer, which suffer from an incohesive policy, insufficient budgets and a lack of staff and
strategy – all of which are urgent issues that could create problems in staff retention and high-quality breast cancer management. The second area would focus on best practices in sustainable breast cancer care, where Serbia and Sweden can learn from each other, specifically in how countries with preventative and integrated breast cancer management are able to create healthcare systems that are sustainable long term.
A well-functioning national cancer and breast cancer management strategy is key to providing at-risk patients with life-saving care. By creating new international partnerships, we can shift from
reactive sick care to proactive healthcare, building long-term and sustainable systems.
Also worth noting is that AstraZeneca recently signed a Memorandum of Understanding with the Government of the Republic of Serbia regarding the BIO4 campus project. As part of this project, AstraZeneca will fund genetic testing for BRCA mutations in patients with early-stage breast cancer and implement AI screening for the early detection of lung cancer, both of which are projects of great importance to establishing an early diagnosis system for oncology patients.
Proud to be a Top Bilateral Donor
Sweden holds the Presidency of the Nordic Council of Ministers this year and is prioritising regional cooperation, sustainable development and innovation, aligning these efforts with partnerships in Serbia and across the Western Balkans
The 2024 Statement of Foreign Policy of the Swedish Government that was presented in the country’s parliament, the Riksdag, highlighted key messages related to Ukraine, Sweden’s NATO membership, the country’s neighbourhood and the modernisation of Swedish development assistance.
“Support to Ukraine is our foremost foreign policy task in the coming years, while our NATO membership is a significant new foreign and security policy identity. As a NATO member, Sweden aims to strengthen collective defence and security,” says Swedish Ambassador to Serbia H.E. Charlotte Sabina Sammelin.
Furthermore, she notes, Swedish foreign policy has a clear focus on EU enlargement to include Serbia, amongst others. “Enlargement is a geostrategic investment in peace, democracy, security, stability and prosperity. It is hence in our interest to assist candidate countries in moving closer to the EU. We therefore support Serbia’s reform efforts aimed at alignment with the EU acquis, including the EU’s common foreign and security policy.”
Against this backdrop, explains the ambassador, regional cooperation is essential. We seek to strengthen bonds with Serbia and its neighbours in order to address shared challenges and promote peace and stability.
As Sweden holds the Presidency of the Nordic Council of Ministers this year, what key topics are you pursuing with other Nordic countries when it comes to this region and Serbia?
— The Nordic family has forged even tighter internal bonds over previous years. Our close partnership represents a significant political and economic force. We are all fully committed to making the Nordic region the most integrated and sustainable in the world by 2030. This cooperation fosters inclusive economic growth, while our shared commitment to environmental leadership and sustainability makes our collaboration natural and effortless.
Our development assistance is designed to strengthen ties between Serbia and the EU, focusing on the rule of law, democracy, human rights and inclusive development
Nordic regional cooperation can serve as a stellar example for the Western Balkans. For Serbia and the Western Balkans, it is crucial to focus on breaking down barriers to freedom of movement by promoting mobility and trade, as well as striving for a greener, more competitive and socially sustainable region. This approach will boost economic resilience, competitiveness and the overall economic progress of the entire region.
With Sweden holding the Presidency of the Nordic Council of Ministers this year, we are prioritising the enhancing of regional cooperation, supporting sustainable development and fostering innovation. These political objectives are also mirrored in our partnerships with Serbia and the Western Balkans.
Sweden views EU enlargement as a geostrategic investment in peace, democracy, security, stability and prosperity. What important areas do you believe require progress in this region and Serbia?
— The EU is a community of values and an important policy platform. It is about solidarity as well as pooling our ambitions and efforts, utilising our full potential to address challenges and increase the EU’s impact globally. I see great opportunities to create stability and prosperity in this region. To achieve this vision, several key areas need progress in Serbia, as well as in the other Western Balkan countries.
Strengthening the rule of law is essential. Ensuring an independent judiciary and reducing corruption are vital to building public trust and attracting investments. Promoting human rights, fair elections and a vibrant civil society supports democratic governance, but also political and economic stability.
That brings me to another crucial area. In order to fully utilise its economic potential, Serbia needs to focus on sustainable and inclusive development. This involves addressing the skills gap, ensuring gender equality, supporting SMEs and innovation, improving infrastructure and aligning with the green agenda.
Given that Sweden’s new foreign trade strategy is aimed at strengthening competitiveness and improving conditions for trade, investments and innovation, how do you envisage the achieving of these goals in relation to investments and trade with this region and Serbia? — Sweden’s new trade strategy is set to boost competitiveness and create better conditions for trade in goods and services, for investments, as well as for innovation. This new strategy has the potential to boost our relationship with Serbia.
My aim is to further deepen and strengthen existing economic ties with Serbia while drawing
on investments in technology, green energy and infrastructure. As a major donor country, Sweden focuses on economic development, capacity building and poverty reduction. I’d like to use our new strategy to enhance collaborative projects.
MODEL
The Nordic Welfare Model, with its focus on equality, employment and public services, could inspire similar efforts in the Western Balkans
COOPERATION
Serbia is the prime location for companies doing business in the Western Balkans. That’s why regional cooperation is crucial to making Serbia and the region more competitive
INSPIRATION
By taking the lead on green and digital innovation, I hope that we can attract Serbian businesses interested in sustainable and advanced practices
One prime example is the Reconomy project, marking a partnership between Helvetas, Volvo Group and Sweden. This initiative aims to bridge the skills gap in the heavy-duty and transport industries by providing specialised vocational education and training (VET) to young men and women. It not only enhances local educational standards, but also aligns with industry needs, ensuring a more effective and sustainable workforce. This can lead to economic growth, job creation and overall development, making a strong case for more such initiatives.
Our trade policy aims to increase exports and facilitate imports, to the benefit of both consumers and businesses. By leading in green and digital innovation, I hope we can attract Serbian businesses interested in sustainable and advanced practices. Improving trade conditions will reduce barriers and create more favourable agreements, making business collaborations between Sweden and Serbia smoother.
What priority goals do you have when it comes to your assistance policy?
— The development of the EU’s neighbourhood is critical, both for us and the EU. It is in our interest to work closely with Western Balkan countries like Serbia to promote democracy through fundamental reforms. Our development assistance is designed to strengthen ties between Serbia and the EU, supporting Serbia’s journey to EU accession with a strong focus on the rule of law, democracy, human rights, gender equality, peace, the environment and inclusive economic development.
We’re proud to be a top bilateral donor. We today have a project portfolio of around 20 projects with different stakeholders in Serbian society, such as civil society, international organisations, academia and institutions. For instance, Swedish public authorities are working together with their Serbian counterparts, like the Swedish Police partnering with the Serbian Police and Ministry of Interior, and the Swedish Land Survey Agency teaming up with the Republic Geodetic Authority.
Our government recently launched the Reform Agenda, emphasising Ukraine and its neighbours. Our collaboration with the private sector is important. The aim is to forge synergies between development cooperation, promotion and trade, and to thus support sustainable and economic development. We hope this paves the way for fruitful collaborations with the over 200 Swedish companies already present in Serbia.
Leading the Nordic Market
Elnos Group stands out as one of the leaders of the Nordic energy market, achieving impressive results and expanding its operations in Sweden, Iceland, Norway and Denmark
Headquartered in Southeast Europe, this company is continually expanding its reach across Europe, specialising in power projects of up to 400 kV. Its presence on 18 European markets and team of over 750 employees confirm Elnos Group’s status as a reliable partner in the industry.
LEADING SERVICE PROVIDER IN THE NORDIC COUNTRIES
Elnos Group has completed more than 130 projects on the Nordic market over the past 12 years, focusing primarily on the construction and reconstruction of transmission lines and substations. Its impressive achievements include building the 220 kV Kröflulína 3 transmission line across Iceland`s lava fields and participating in the construction of the Búrfell 2 hydro power plant. Among its many projects in Sweden, standout examples include the construction of the 400 kV substations Hageskruv, Tuna and Glan, as well as the construction of the 400 kV transmission lines Langbjorn-Storfinnforsen, Hurva-Sege and others.
The Group has also proven itself in Norway by working with modern HVDC tech-
nologies, which are currently the best solution for transmitting large amounts of energy over long distances. Elnos Group participated in the construction of Europe’s longest HVDC link, NordLink, enabling the exchange of green energy between Norway and Germany. This year in Denmark, they began the implementation of one of their largest projects in the Nordic region, a 150 km long, double-circuit 400 kV transmission line from Endrup–Idomlund to the German border.
“Elnos Group is today one of the leading service providers in the Nordic countries, with our strongest footprint in the Swedish and Icelandic markets. We plan to strengthen our existing portfolio in these two countries, with the aim of expanding it in the in-
Elnos Group has completed more than 130 projects on the Nordic market over the past 12 years, focusing primarily on the construction and reconstruction of transmission lines and substations
frastructure and industry segments. Our goal is also to further develop on the market in Norway,” says Branko Torbica, Vice President of Elnos Group Management Board.
Torbica added that the company is also making significant strides on other European markets. “We are increasingly working in Germany and the Czech Republic, and we are proud of our first projects in the United Kingdom, Romania, Poland, Denmark and Austria.”
In collaboration with local partners in Scandinavia, the Group is today delivering projects for companies like Svenska Kraftnät, Vattenfall, E.ON, Elevio, Landsnet, Landsvirkjun, Energinet and others. More than 200 Elnos Group employees have been engaged in the Nordic market this year alone. The company is currently preparing actively for its largest project in Sweden, which will engage up to 80 workers in 2025, as well as the continuation of a project in Denmark that will also require up to 80 workers.
As a reliable partner in the energy transition process, Elnos Group distinguishes itself through its innovation and sustainability. With a focus on the future, the company continues to strengthen its role on the Nordic and European markets, providing efficient and sustainable solutions that contribute to global decarbonisation goals, laying the foundations for a secure energy future for all.
Navigating the Road Ahead
The Serbian Chamber of Commerce hosted the mid-September presentation of a regional development and educational project entitled Creating Shared Values in the Transport Industry of the Western Balkans, with Swiss independent development organisation Helvetas as a key participant
his project forms part of the inclusive RECONOMY development programme (Revitalise, Reconnect, Reimagine) in 11 countries across the Western Balkans and Eastern Europe, a joint initiative of Helvetas and the Swedish International Development Cooperation Agency (Sida), with the Volvo Group involved in its implementation in the Western Balkans. This multiyear project, funded by Sida with SEK 17.3 million (approx. €1.5 million), focuses on vocational training and education for technicians in the servicing and repair of trucks, buses and construction machines. It offers specialised vocational training for young men and women in Serbia, North Macedonia and Bosnia and Herzegovina.
TProject success requires collaboration with local institutions, educational systems and schools, which align training with local educational standards and needs, thus rendering the initiative more efficient and sustainable. Project participants expect targeted groups – including unemployed young people aged 18-34, unemployed women and those in socially disadvantaged situations – to acquire the skills required to become skilled mechatronics technicians for trucks, buses and construction machinery through modern education and practice. This project promotes gender equality and also aims to support a healthy and sustainable transition by training participants in the maintenance and repair of electric trucks and buses.
“Sida and Volvo Group launched the first project of this kind over 10 years ago in Ethiopia, then expanded it to six other countries, while we are now implementing it in three Western Balkan states,” explained Johan Reiman, Director of Corporate Responsibility at
This multiyear project, funded by Sida with SEK 17.3 million (approx. €1.5 million), focuses on vocational training and education for technicians in the servicing and repair of trucks, buses and construction machines
Volvo Group, speaking during the presentation. “These projects have so far provided an 80 per cent employment rate of skilled technicians ready to join the workforce, with women accounting for 10 per cent. Creating Shared Values in the Transport Industry in the Western Balkans offers those interested the chance to develop skills that will help them secure employment,” state Reiman confidently.
“We have collaborated successfully with technical schools in Stara Pazova, Novi Sad, Čačak and Niš in recent years, and we are implementing a similar approach in other Western Balkan countries,” noted Volvo Trucks Adriatic South MD Dragana Krstić. “Given that products in the commercial vehicle industry are becoming more sophisticated, it is crucial to prepare a workforce with skills aligned with the latest technologies. These technologies are so advanced that the new roles are equally appealing to both men and women,” said Krstić, among her other remarks.
Innovative Solutions for Quality of Life
As a company that’s maintained a market presence for almost 40 years, Medicon has been oriented since its inception towards the field of dialysis and its representation of famous Swedish manufacturer Gambro, explains company VP Jelena Belokapić Čavkunović
Speaking in this interview for our Nordic special, the Medicon vice president emphasises that this company strives to ensure that our market always has access to latest generation products that enable patients to receive the highest quality dialysis, while we also discussed the identifying of new and innovative solutions in medicine, transfusions and treatments using stem cells and other blood components.
From the very inception of the company, you have directed your efforts towards the field of dialysis and your representation of a distinguished Swedish manufacturer. What were your primary criteria for opting to focus on this specific branch of medicine and choosing your business partner?
— Swedish company Gambro was indeed a pioneer in the production of dialysis machines and consumables. It is an honour for us to have built this market collaboratively over the course of nearly forty years, navigating various phases and challenges in our business landscape, ensuring that our patients have received the highest quality of dialysis from the very beginning to the present day. The quality of products and services, as well as our approach to business, have been the fundamental criteria for establishing a successful partnership.
We have undergone several transitions with our principal over recent years and to-
day represent these products under a different brand name. However, we continue to operate in the same manner, upholding the same values and business policies.
Approximately 750 patients in Serbia are awaiting a kidney transplant, and in the meantime are dependent on dialysis. Does the quality of your equipment and services directly impact their quality of life?
— The quality of life for these patients is indeed dependent on the quality of dialysis available to them, which is closely linked to the equipment, consumables and services provided. Life is challenging for di-
Life is challenging for dialysis patients, who spend several hours on dialysis every other day, which makes it crucial to offer them every possible form of support
alysis patients, who spend several hours on dialysis every other day, which makes it crucial to offer them every possible form of support. While transplantation is the ultimate goal, dialysis serves as a vital substitute for kidney function during this period, as well as a means of preserving other vital organs to the greatest possible extent. This is why continuous efforts are exerted to improve the quality of materials and products essential for the dialysis process, such as dialysers. We strive to ensure that
our market always has access to the latest generation of products that can provide the highest quality of dialysis for patients. We are aware that significant work is being done to find new, innovative solutions in this medical field, but I believe that we will still have to wait several more years to see the results of new scientific advances in this area of medicine.
When you began working in the field of transfusion, it was far from the advanced level we see today. Are you optimistic about further progress in this branch of medicine, particularly regarding stem cell therapy and the therapeutic use of other blood components?
— The field of transfusion and treatment with blood components is highly advanced, and the progress made in stem cell therapy has been remarkable. When we started our work, the applications we have today were unimaginable. New technologies now enable us to utilise various types of cells as part of therapies for a range of diseases and conditions, including haematological disorders, autoimmune diseases, cancer, neurological disorders and orthopaedics. The potential applications of cell therapy are extensive, with scientific research aimed at uncovering new possibilities in medicine advancing quickly in this field. Regenerative medicine is providing innovative solutions through biomedical approaches to clinical therapies. We are also proud to offer bioreactors that enable the automated production of cells and support the development of new therapies.
5G Technology is Crucial for the Future
Service providers worldwide are actively exploring and experimenting with new offers and go-to-market models across several horizons, says Ericsson’s Antonio Passarella CORPORATE
Ericsson’s top man for Serbia and the Western Balkans explains that utilising the midband spectrum to handle increased capacity and throughput, along with 5G standalone for added functionality, will enhance network capabilities significantly. Here we discuss other important aspects of the adoption of a 5G network, advanced infrastructure, innovation, the experiences of other markets and more.
Given that Serbia has yet to adopt 5G technology, how crucial is it for the nation’s growth and development?
— While 4G networks have powered the app economy, a globally competitive Serbia needs more than just reliable consumer connectivity. The country requires transformational connectivity that’s made possible by high-performance mobile networks that are widely available, open and programmable. This advanced infrastructure is vital for positioning Serbia as a leading hub of industrial and technological growth. Innovations in cloud computing, AI and quantum technology will all rely on such mobile networks in order to scale effectively.
In order for Serbia’s developers, innovators and industries to thrive, access to enhanced connectivity features – such as faster speeds, low-latency performance, differentiated Quality-of-Service (QoS) and high security – is essential. The foundation of this transforma-
tional connectivity is the rapid and widespread deployment of 5G. Utilising the mid-band spectrum to handle increased capacity and throughput, along with 5G standalone (SA) for added functionality, will improve network capabilities significantly. This will enable advanced applications like instant health monitoring, real-time control of industrial machinery, smart grids for renewable energy and connected autonomous mobility.
Serbia still hasn’t auctioned its 5G frequencies. How should regulators approach 5G spectrum allocation, considering the experiences of other markets?
— We would love to see governments and regulators prioritise coverage commitments from operators over the imposing of high fees for the 5G spectrum. Excessive spectrum costs can hinder the ability of operators to invest in expanding
network coverage and enhancing performance, both of which are crucial for the successful rollout of 5G infrastructure. By shifting the focus to network development requirements, regulators can ensure the more efficient and widespread deployment of 5G.
How can operators make 5G profitable?
— We see several distinct business horizons emerging on the market as 5G becomes more widely available. Service providers worldwide are actively exploring and experimenting with new offers and go-to-market models across several horizons. The first phase of monetisation for 5G is enhanced mobile broadband and fixed wireless (FWA), while differentiated connectivity solutions also represent an emerging opportunity.
This could manifest as offering a private network to enterprises or utilising network slicing capabilities to offer a differentiated service to consumers or enterprises. Sectors like mining, airports and manufacturing seek pre-packaged 5G networks for easier deployment and an improved performance. Some even envisage future office networks relying entirely on public 5G for connectivity, regardless of location.
A major opportunity for monetisation lies in network APIs. These open interfaces allow developers to easily integrate 5G capabilities into new applications. For example, APIs can enable “Quality on Demand” for autonomous fleets or seamless video streaming for live events, enhancing user experiences. APIs also support secure authentication, fraud prevention and other advanced use cases across sectors like banking, logistics and manufacturing, opening up significant new revenue streams for operators.
Transforming Towards Smart Cities
Although new technologies are essential for transformation, true success lies in people’s willingness to embrace these innovations, supported by adequate education, infrastructure, accessibility and inclusiveness for all citizens
The idea of smart cities – including smart technology, planning and community involvement – plays a key role in the Nordic understanding of sustainable and green communities. The Nordic Business Alliance, in close cooperation with the four Nordic embassies in Serbia (Denmark, Finland, Norway and Sweden), identified a strategic opportunity under the smart cities umbrella. “In line with our values of innovation, sustainability and inclusivity, and having in mind the fact that greener cities are also “smarter”, our Journey to Smarter Future: Building Smarter and More Sustainable Communities in Serbia came about as a natural continuation of projects and initiatives implemented over the last three years,” explains Nordic Business Alliance Executive Director Iva Petrović.
“Every journey requires a map. Our goal is to initiate the Smart Cities Roadmap for Serbia – leveraging the knowledge and experience of the Nordic countries, coupled with the good work already done in local cities and municipalities in Serbia. Aside from Nordic embassies and Nordic Edge, our other partners on this project are NALED and the Standing Conference of Towns and Municipalities,” explains our interlocutor.
“Although cities and local municipalities are key stakeholders in this project, we believe it is critical to engage and receive buy-in from key decisionmakers at the national level: the Ministry of Public Administration and Local Government; Ministry of Science, Technological Development and Innovation; and the Office for IT and e-Government,” says Petrovic.
“Sharing knowledge and ideas from Nordic countries, together with partners and stakeholders in Serbia, has been the hallmark of our association. Previous projects, such as Nordic Green and Circular Economy, are just some examples of that. The green agenda, sustainability, digitalisation, and now all that under the smart cities umbrella, continue to be engaging and relevant topics for wide audiences in Serbia.
Aside from partnerships, what would you identify as key factors for the successful implementation of this project?
— The project was launched in Kragujevac on 10th April and I’m proud to confirm that we had 200+ people in attendance, including four Nordic ambassadors, a minister, a mayor, guest speakers from both Nordic countries and Serbia, and attendees from across the country. The first success factor is always participants’ engagement – the dialogue was open, honest and constructive, topics were relevant and timely, and ideas were free-flowing. The second indicator was the positive spillover effect after the event: the extensive media coverage, broad interest in getting involved among a diverse set of constituents, and excitement to continue cooperation among partners. And, finally, validation from the Nordic Council of Ministers, who approved funding for the four Nordic embassies in Serbia to further develop initiatives and activities under the smart cities umbrella, with the Nordic Business Alliance as a partner. Two weeks from now, we will have our fist strategy and planning session to kick-off project activities for 2025.
It is important to point out that new technologies certainly help and are essential for the transformation towards smart cities, but they are not key drivers of change. The motivation still lies with people who are willing to accept these new technologies, because they see and understand the direct benefits. And, of course, that requires adequate education, infrastructure, accessibility and inclusiveness for all citizens –which we hope to accomplish through this project.
What do smart cities mean from a business perspective, either as a space for the development and marketing of products or as support for more efficient work?
— The transition to smart cities has a number of positive effects on business, the economy and sustainability. First of all, smart cities – and therefore the people who live in them – are more efficient. Public transportation works better, digital services provide a faster service for citizens and energy efficiency can reduce electricity bills etc. On the other hand, such cities create the possibility for economic growth, because there will
The Nordic Business Alliance fosters connectivity between Nordic and Serbian companies, leveraging their unique strengths to build a culture of empathy and innovation that includes everyone
be more work for companies that create smart solutions and for the banks that finance them, while the general increase in productivity creates the possibility for all businesses to make more, invest more and employ more. The positive effect this transformation has for attracting foreign investors is also important – through harmonisation with EU standards that strive towards carbon neutrality and zero waste business. Finally, but perhaps most importantly, this transformation enables a faster green transition, which implies sustainability through reduced environmental pollution and thus contributes to citizens having a healthier and cleaner living environment.
How is the Nordic business community integrated in achieving the goals of the NBA?
— We have aimed since our inception to be a productive and relevant platform that drives positive change in the business environment and society at large. Our initiatives change from year to year, based on shifting priorities and the external context, but our goal remains the same: promoting unique Nordic values and business practices, focusing on innovation, sustainability, transparency, environment and responsible business.
The Nordic business community and our members are at the heart of everything we do. As a relatively small organisation, we are flat, flexible and nimble. Each member contributes to strategy creation and their company priorities are translated into the initiatives we undertake. We had a number of happenings this year at which members co-hosted events with the Nordic Business Alliance, focusing on topics ranging from AI, mental health & art and HR, to smart recycling and breast cancer prevention, to name just a few. We firmly believe that business is the catalyst for broader social change and will continue to drive this agenda in 2025 and beyond.
How connected are Nordic companies to innovative companies in Serbia?
— Innovation is the cornerstone of our organisation. Across industries and sectors, we attract innovative Serbian companies to join our network, while we partner with other business associations who share the same values. A considerable number of Serbian companies in our association have extended their business interests to Nordic markets and built strategic partnerships with Nordic companies, both in Serbia and in the Nordics.
The cross-pollination of ideas, expertise and approaches to business, coupled with diverse cultural heritage, is a proven strategy to achieve more breakthroughs. The Nordic Business Alliance nurtures connectivity between Nordic and Serbian companies, recognising the unique strengths that each side brings to the table. This is about building a culture of empathy and innovation, where everyone feels part of something bigger.
A Catalyst Growth Economic for
The Nordic welfare system is an economic asset, countering old misconceptions about welfare and competitiveness. Its strategic investment in social support creates resilient economies and a productive workforce, essential for global competitiveness
The Nordic welfare model, long admired for its comprehensive social support, offers not only security for its citizens but also a stable foundation for economic prosperity. Contrary to traditional critiques that welfare spending undercuts economic competitiveness, recent studies underscore the benefits of the Nordic approach, where welfare policies bolster the private sector by fostering high employment, resilience in economic downturns, and sustained growth.
Professor Anton Hemerijck of the European University Institute in Florence has been a vocal advocate of this model, explaining its benefits at the Nordic Welfare Forum 2023 in Reykjavik. The professor highlighted how, despite high public spending, Nordic welfare systems enhance economic resilience, enabling these countries to remain competitive on a global scale. “The welfare state,” he argues, “is an asset, not a liability.”
This stands in stark contrast to beliefs prevalent in the 1980s and 1990s, which dismissed welfare spending as a drag on growth.
The core of the Nordic welfare system is its investment in citizens from early childhood through to old age. Countries like Sweden, Denmark, and Norway allocate substantial resources to public services such as childcare, health, and education. This approach ensures that women can participate actively in the workforce, leading to higher overall employment rates and a more balanced labour market.
By providing accessible childcare, the Nordic model allows both parents to work, increasing household income and reducing poverty. Furthermore, when children have access to quality education and healthcare, they enter the workforce as more productive individuals. Hemerijck compares this to the American system, which, while effective in certain areas, lacks the com-
prehensive support that enables sustained high employment levels across different demographic groups.
In times of crisis, the Nordic model has proven more resilient than its counterparts. Following the 2007–2009 global financial crisis, countries with strong welfare states fared better than those with deregulated labour markets. For example, while employment rates in the United States fell dramatically, Nordic countries maintained more stability due to robust social safety nets and active labour policies.
What sets the Nordic model apart is its role in stabilising the economy during downturns. The welfare state is not merely a redistributive mechanism but a form of insurance. Through various
forms of solidarity—such as “Robin Hood” solidarity for minimum income, “Piggy Bank” solidarity for contingencies, and “Stepping-Stone” solidarity for access to quality services—the Nordic model secures a minimum quality of life for all citizens. These policies not only provide financial security but also contribute to social cohesion, making societies more resilient to economic shocks.
Nordic welfare states have also shown remarkable adaptability. They have embraced policies that address modern challenges, such as retraining older workers, promoting active ageing, and supporting work-life balance. By investing in lifelong learning and upskilling programs, the Nordic states have created a workforce that can adapt to changing economic needs, providing a continuous pipeline of talent to the private sector.
A robust welfare system ultimately benefits the private sector by enhancing productivity and
creating a reliable workforce. Investment in early childhood education, followed by access to higher education and vocational training, raises the productivity of new entrants to the labour market. The Nordic model also offers a conducive environment for innovation by ensuring that all citizens have the opportunity to reach their potential.
This welfare foundation enables businesses to operate in a stable environment, where employees are healthier, more skilled, and more focused on their work due to reduced financial insecurity. High public investment in education, healthcare, and job security leads to a more resilient workforce, which in turn supports a productive and innovative private sector.
Today, many European countries are revisiting the assumptions that once vilified the welfare state. This shift, often referred to as the “normalisation” of the Nordic model, reflects a growing recognition of the value of social investments.
Countries across Europe are increasingly looking to the Nordic countries for insights into creating societies that balance economic growth with social wellbeing. As the global economy faces new challenges—from automation to demographic shifts and climate change—the Nordic model provides a promising framework for building resilient economies equipped to handle future uncertainties.
The welfare state is an economic asset, fostering resilience, innovation, and global competitiveness
Journey Future Smarter to a
Exploring how Serbia is embracing innovation and sustainability to build smarter cities and improve quality of life for its citizens
According to forecasts, by 2050, as much as 60% of the world’s population will be living in smart cities. This revolution in urban living will significantly shape the future of Serbia, but the question arises— what exactly are smart cities? Drivers often experience traffic congestion. Smart cities use systems to reduce congestion and shorten travel times. Digitalisation of public administration was another characteristic of smart cities—tasks like registering a business or obtaining a birth certificate were completed online, without waiting in queues. Furthermore, smart cities were also characterised by public lighting systems that adjusted to human movement and presence, saving energy. These were just some examples of how smart cities improved the quality of life for citizens.
The project Journey to a Smarter Future: Building Smarter and More Sustainable Communities in Serbia, organised by the Nordic Business Alliance, was launched in close cooperation with four Nordic embassies in Serbia (Denmark, Finland, Norway, and Sweden). The project partners were the National Alliance for Local Economic Development (NALED) and the Standing Conference of Towns and Municipalities (SCTM), under the motto of shared
values of innovation, sustainability, and inclusivity. The project received substantial support from the Ministry of Information and Telecommunications and the Ministry of Public Administration and Local Self-Government.
As the seat of the National Data Centre, Kragujevac was chosen as the starting point for the project’s launch. The Minister of Information and Telecommunications, Mihailo Jovanović, officially opened the event and emphasised: “The city of Kragujevac, recognising digitalisation as the most important catalyst for innovation, has done more than most cities and municipalities in the area of open data. It currently ranks second in the number of open data resources, with 215 resources available on the national Open Data Portal. Such data is essential for efficient planning, decision-making, and delivering quality services to citizens, as well as for building smarter and more sustainable communities.”
The Minister also highlighted the importance of the Leap into the Future – Serbia 2027 programme for the citizens of Serbia, from further raising living standards, including average wages, pensions, and minimum wages, to intensive modernisation, industrialisation, infrastructure development, and the integral development of the entire country. “There is no part of Serbia that is not covered by this programme, and Kragujevac is one of the cities that, thanks to previous state investments in digitalisation and industrialisation, has transformed from being technologically behind to becoming Serbia’s Silicon Valley, where projects for further modernisation are well underway.”
H.E. Kristin Melsom, Ambassador of Norway to Serbia, North Macedonia, and Montenegro, emphasised that environmental protection and sustainable development had been key in the Nordic region for decades. “In our pursuit of a sustainable and green future, the idea of smart cities, which combine technology, planning, and community engagement, plays a crucial role. International cooperation is essential in this context, as the challenges are interconnected and require a joint response.
This conference was an opportunity to exchange ideas and build partnerships towards these goals.”
The main goal of the project is to create a roadmap for the development of smart cities in Serbia, said Iva Petrović, Executive Director of the Nordic Business Alliance, adding that a strategic opportunity had been identified to approach this topic systematically. “By using the knowledge and experience of Nordic countries, in cooperation with decision-makers in Serbia, we will define priorities and strategies to ensure that Serbia becomes part of the global smart cities network as soon as possi-
With the support of Nordic countries, Serbia is taking significant steps toward building smarter and more sustainable cities, enhancing both infrastructure and the overall quality of life for its citizens
ble. Activities will continue in other cities, with the aim of fostering connections and cooperation, as well as sharing knowledge and experience throughout Serbia. An integral part of this project are the member companies of the Nordic Business Alliance, with a special focus and support from Nordic Business Alliance.”
“The era of smart cities has arrived, where modern technology allows us to ‘read’ the city. It is important to find optimal solutions that meet the needs of all citizens while saving time, energy, and money,” said Nikola Dašić, Mayor of Kragujevac.
The project’s launch in Kragujevac combined a conference with two interactive workshops. Solutions that made cities smarter in terms of infrastructure, public services, and environmental protection were presented—areas identified as key priorities by NALED’s study of 49 local municipalities. Renowned experts from Nordic countries shared their knowledge and successful examples from these fields with the attendees. Additionally, there were discussions on examples from Serbia, demonstrating how smart city infrastructure could improve citizens’ lives.
Allure North The of the
Nordic countries are becoming increasingly popular as travel destinations, thanks to their stunning nature, welcoming atmosphere, and unique experiences
As more travellers seek destinations that offer breathtaking landscapes and a sense of tranquillity, the Nordic countries—Denmark, Norway, Sweden, and Finland—are rapidly rising on the list of favourite travel spots. With their long summer days, captivating northern lights, and famously happy people, these countries offer an escape from the ordinary and a gateway to unparalleled natural beauty.
Recent figures from a survey conducted in Germany reveal that the Nordic region has now sur-
The Nordic countries are emerging as a top choice for travellers seeking unique experiences, with their reputation for safety, nature, and high-quality standards playing a key role in this rise
passed traditionally popular holiday destinations such as Turkey and Greece. Interest is also growing in other German-speaking nations, as well as in Belgium and the Netherlands.
According to the tourism analysis conducted by the StiftungfürZukunftsfragen(Foundation for Future Studies), the region of Scandinavia has become an increasingly popular choice for European travellers. The analysis surveyed 3,000 individuals aged 18 and above in Germany regarding their travel preferences and behaviour. The results show that Scandinavia (Denmark, Norway, Sweden, and Finland) ranks as the third most popular European destination, with a notable increase in popularity compared to 2022, while other popular destinations, like Turkey and Greece, have seen a decline.
Professor Ulrich Reinhardt, Scientific Director of the Foundation for Future Studies, highlights the strong positive image associated with the Nordic countries. “Travellers often link the Nordic region with pristine nature, safety, high-quality
standards, a welcoming atmosphere, and warm hospitality,” Professor Reinhardt explains. This positive image is further reinforced by the accessibility of the region, as many tourists opt for self-organised trips, taking advantage of the ability to drive to their Nordic destinations.
The growing appeal of the Nordic countries has also led to a surge in air travel options. Airlines have recognised the rising demand for Northern European destinations and have responded by expanding their routes. For instance, Eurowings has almost doubled the number of seats available for travel to Scandinavia compared to 2019.
With their blend of modernity and untouched nature, the Nordic countries are fast becoming a favourite destination for travellers seeking both adventure and tranquillity
New flight paths include a summer route from Hanover to Stockholm (Sweden) and a winter route from Düsseldorf to Kajaani (Vuokatti, Finland). Lufthansa has expanded its offering with direct flights from Munich to Trondheim (Norway) and Oulu (Finland), while Widerøe now provides direct flights from Brussels to Bergen (Norway), opening the gateway to the iconic Norwegian fjords.
Splendour of Amalienborg
Amalienborg is the official residence of the Danish royal family, situated in Copenhagen. The palace complex of Frederick VIII features four identical Classical façades, essentially four palaces, each adorned with Rococo interiors, arranged around an octagonal courtyard.
(Art) Education Matters!
In my position that allows me to shape and influence the education of others, I regularly remind my colleagues, students and policymakers that curiosity is one of the most transformative human capacities and that freedom of expression is a fundamental human right
Professor Sanja Bahun
Executive Dean of the Faculty of Arts and Humanities at the University of Essex
have always believed in education. Since my earliest days of learning – as a child in nurseries and schools across various parts of the then Yugoslavia, my higher education in Belgrade, my master’s and doctorate studies in the U.S., through my first steps as an educator and the years of exploring and conveying the fruit of that research to others, to my current role as executive dean of the Faculty of Arts and Humanities and Professor of Literature and Film at the University of Essex – I have nurtured the passion for learning in myself and others. In my current position that allows me to shape and influence the education of others, I regularly remind my colleagues, students and policymakers that curiosity is one of the most transformative human capacities and
Ithat freedom of expression is a fundamental human right.
I have also always believed in art; in the power of art to educate us, express the potentials and challenges of society, serve as therapy and mould and transform the ways we think and perceive the world. When I teach, I ask my students to imagine all the fears and hopes of the primordial humans who so delicately painted the caves of Altamira or Lascaux, as they discovered and navigated nature, other humans and their own internal world. I then remind my students that these first humans were akin to the surrealists of the early 20th century, who rediscovered and reimagined the world and themselves.
So, when the Museum of Contemporary Art Belgrade invited me to
conceptualise an exhibition celebrating the centennial of surrealism, I leapt at the opportunity to educate myself and others. One of the earliest surrealist groups in the world emerged in Belgrade in 1924, as a collective that produced a panoply of visual, performative, literary and other artworks, together with ethical, epistemological, philosophical, political and even pedagogical writings. I borrowed their concept of “aktivitet” and made it the focal point of an unusual, comprehensive and curiosity-driven project. “Aktivitet” has a few meanings that resonate with me: that art plays a highly significant role in society and that society has a mandate to support the arts for benefit of individuals and collectives, and specifically to enable marginalised groups to participate in art practices. I posed a question to myself: how can I exhibit surrealism – this weird and wonderful movement that believes in the potential of the human unconscious to transform the world – in such a way that it is inclusive, inviting and emancipatory for the groups that our surrealists cared for in particular: children
When I teach, I ask my students to imagine all the fears and hopes of the primordial humans who so delicately painted the caves of Altamira or Lascaux, as they discovered and navigated nature, other humans and their own internal world
and the youth, the disabled and people with mental health challenges? The result is the exhibition “Aktivitet: 100 Years of Surrealism”, which runs at the MoCAB from 19th October 2024 to 25th February 2025.
Educators know that they themselves learn constantly. I am still learning – from every conversation, interaction, artwork… every “aktivitet”.
60 YEARS OF BELGRADE YOUTH CENTER
A of and
Legacy Creativity Culture
This year marks a significant milestone for Belgrade Youth Center (Dom Omladine Beograda), a cultural and educational institution at the heart of Belgrade’s youth scene
Since its founding in 1964, Belgrade Youth Center has grown into an iconic space where generations of young people have expressed themselves artistically, culturally, and intellectually. It’s not only a centre for youth in Belgrade but also a hub for cultural tourism, attracting young visitors from Europe and beyond. With over 1,600 programs annually and more than 400,000 visitors each year, Belgrade Youth Center continues to inspire and nurture creativity across music, film, theatre, visual arts, and public discussions.
This year, the centre is celebrating its 60th anniversary with a range of events and activities, including a comprehensive exhibition, a documentary film, and a monograph that encapsulates the rich history
and influence of the institution. The 60 Years of Belgrade Youth Center exhibit, running through the end of 2024 offers visitors an immersive look into the diverse programs and artistic contributions that have shaped the centre’s identity.
Throughout its six-decade history, Belgrade Youth Center has hosted performances from some of the
Marina Abramović held her first solo exhibition at Belgrade Youth Center in 1970
biggest names in Yugoslav, Serbian, and global music, as well as legendary artists, intellectuals, and thinkers from around the world. From the
pioneering days of Korni Grupa to the performances of international artists like Ray Charles and Prodigy, the centre’s role in promoting avant-garde and contemporary art has left an indelible mark on the cultural landscape.
In an interview, Andrija Bojanić, director of Belgrade Youth Center, reflects on the centre’s impact and its evolution over the years:
THE EVOLUTION OF BELGRADE YOUTH CENTER
“Belgrade Youth Center was born out of a vision to provide young people with a space for expression, experimentation, and growth,” says Bojanić. “Over the past 60 years, it has adapted to the times, always staying true to its mission of empowering youth
rock musicians and their fans, and it was here that bands like Korni Grupa and Siluete made their debut in Belgrade. Leading Yugoslav rock bands like Ekatarina Velika, Električni Orand supporting creative exploration. Artists, musicians, intellectuals, and students have come together here to push boundaries, challenge norms, and create new cultural narratives.”
Despite the changes brought by the decades, Bojanić emphasises that Belgrade Youth Center’s core mission remains the same: to nurture young talents and provide them with a platform to express themselves freely. “This institution has shaped Belgrade’s cultural identity and continues to do so, offering innovative and relevant programming that reflects the concerns and aspirations of today’s youth,” he adds.
ICONIC MOMENTS AND CONTRIBUTIONS
Throughout its history, Belgrade Youth Center has seen countless iconic moments. “Every generation that has
passed through these halls has left a mark, but they’ve also taken part of that experience with them,” Bojanić reflects. “The famous ‘Dancing Hall’ in the early ‘60s became a mecca for
gazam, and many others have performed on this stage, creating an enduring legacy.”
Not only has the centre been a platform for local talent, but it has also welcomed international artists. Over the years, legends such as Ray Charles, Kraftwerk, and The Prodigy have graced the stages of Belgrade Youth Center, adding to its global reputation. The centre has also played host to notable regional figures like Darko Rundek and Laibach, as well as up-and-coming artists shaping the modern music scene in Serbia.
Bojanić notes that Marina Abramović, one of the world’s most famous performance artists, held her first solo exhibition at Belgrade Youth Center in 1970. This momentous event marked the beginning of an extraordinary artistic journey for Abramović and is
a testament to the centre’s commitment to supporting avant-garde art.
ADAPTING TO A CHANGING CULTURAL SCENE
As the cultural landscape continues to evolve, Belgrade Youth Center has remained relevant by adapting to the needs of new generations. “Our aim has always been to keep our programs current, innovative, and accessible to young people,” says Bojanić. “We honour our legacy by reminding ourselves and our audience of our past achievements, but we are always looking forward.”
In recent years, the centre has launched new initiatives, such as the “Rock and Roll School” project, which gives high school bands from across Serbia the opportunity to perform on the centre’s
stage. “We’ve also strengthened our collaboration with Studio Centar to deliver educational theatre programs that address real issues faced by today’s youth, such as peer violence, substance abuse, and social isolation,” adds Bojanić.
Looking ahead, Belgrade Youth Center is committed to further en -
riching its cultural offerings while continuing to support young, emerging talent. “It’s crucial that we create more opportunities for young people to be involved in our programs, both as participants and as the audience. We want to remain a platform for unrecognised artists while also encouraging the healthy, creative, and
meaningful growth of youth,” Bojanić concludes.
With a focus on community and creativity, Belgrade Youth Center is set to continue its journey as a cornerstone of Belgrade’s cultural life, inspiring future generations to dream, create, and break new ground.
Serbia Could be Damaged Irreparably
As a poet, he is a recipient of the most significant awards. As the owner of publishing house Arhipelag, he is a reliable provider of extremely high-quality books. He has also exposed the public to one of the most precious legacies of contemporary literature – the correspondence of Danilo Kiš. His essays and critiques represent an important part of Serbia’s literary historiography. His involvement in the ProGlas movement has led to him becoming visible on the broader social scene
Without additionally idealising his childhood, he recalls how then everything back then was in its right place; that things in life were arranged logically. He felt completely at peace in that world of his childhood. He was a proper little creative constructor in his early years. He always
had around him some gadgets that he was able to instantly take apart and reassemble. He was even capable of completely disassembling a radio and putting it back in working order.
“I did that many times, then on one occasion I took a radio apart and was suddenly no longer able to return it to its
original state. I don’t know what happened, as that had previously been a routine task. It was then that I abandoned my constructor notions and turned to books, which I’ve never given up on.”
He initially read everything: books of famous and unknown authors, books covering various fields that had noth-
Gojko Božović poet and publisher
By Radmila Stanković
ing to do with his required school reading. He read every book contained in the school library in his home village of Bobovo near the Montenegrin town of Pljevlja, after which it was the turn of the books of the library in Pljevlja, where he completed Gymnasium secondary school. He primarily read its works of literature, but also historiography and opinion journalism. When someone reads so much, it is somehow logical that they will start writing.
“There is the known Fernand Braudel saying that there are only three safe harbours in the world: Carthage, June and July. I would add without modesty that there is one more safe harbour: good books. My life is marked by the reading of the most varied books. I was always curious, interested in multiple things at the same time, and never just one thing. I noticed that I was able to find some of the answers I needed in books. More in some books and less in others, while I didn’t find any answers in some books. I’m still seeking many answers. I’ve since learnt that the search is often more important than the answers themselves. I started writing poems in primary school, presumably as the fruit of all that reading. I started publishing them when I was in the fourth or fifth year. Those were happenings, and that’s when I grew attached to newspapers, and that passion has never left me since then. Of course, those were children’s newspapers, which there was a large number of back then in Belgrade, Gornji Milanovac, Zagreb, Sarajevo etc. I had a major moment in 1984, when I won first prize in the literary competition of the Yugoslav national magazine Zmaj. I received that award in Belgrade, at 7 Francuska Street, where the Association of Writers of Serbia was located. Testifying to how much that competition meant at that time is the fact that the jury members included Desanka Maksimović, Arsen Diklić, Ljubivoje Ršumović et al. That was the first time I’d seen so many great writers gathered together. Most of the writers of my required school reading were there.”
When defining the way he was raised in the home, he describes the behaviour of those closest to him whose words didn’t contradict their actions. He grew up with his parents, grandmother, two younger brothers and sister.
“My parents championed solidarity, but not in an abstract way, rather by helping people who needed help at that moment. That firstly applied to the people around us. On the other hand, in the home I learnt what it means when you’re guided by a sense of righteousness. It was clear what justice and injustice are, what’s good and what’s evil; what’s moral and what isn’t, what’s appropriate and what isn’t. That was crystal clear, to such an extent that it wasn’t even discussed much. Those were categories that were experienced on a daily basis and confirmed through various examples. I also learnt that I have to appreciate others, to listen to them, but to do as I think best, to be calm in confronting myself.”
He continued writing and publishing his works in secondary school –not only literary prose, but also journalistic texts. He began participating in literary contests for young poets, travelling to poetry festivals, receiving awards and meeting young poets with whom he remains friends to this day. As he was completing his high school education, his poems were published in Književna reč [Literary Word] and other literary magazines.
I worry that my children will live in a world that’s worse than the one in which I lived
He published his first book of poetry, Podzemni bioskop [Underground Cinema], when he was just 19, with most of the poems it contained having been written while he was a secondary school pupil. In that autumn of 1991, when he came to Belgrade to study, that book of his also came with him, to appear at the Book Fair. He didn’t stop writing. One
of his poems, written around ten years ago, is called Skladište [Warehouse] and starts with the verse: Man is a warehouse of fears. It has been published on several occasions and found its way into several anthologies. We ask what the greatest fear is today for this CorD interlocutor, who is a husband and the father of a son who’s a university student and a daughter who’s completing secondary school.
“There are many fears in our lives. We wouldn’t be human if we didn’t have fears. Fears modify us, warn us, bring us back down to earth. Fears are natural and necessary. But if fear epitomises us, then we are no longer human. That fear then trivialises, subjugates and humiliates us. It is essential for man to balance fear well.
“I worry that my children will live in a world that’s worse than the one in
which I lived. And the world in which I lived wasn’t ideal in the slightest. I was aware that there was a lot of damage and failures in that world; a lot of injustice and imbalance. I would say that I became politically aware early on and realised that man is limited by a one-party system. Having just one opinion humiliates a man excessively. The 1990s were coloured by wars and sanctions, and, like many others, I spent most of my time on the streets. The period I lived through was somehow constantly marked by a lack of liberty and a constant struggle for freedom. From one autocracy, with a brief respite, we quickly fell under the rule of another autocracy. And that’s why I’m today scared that my children will live in a world worse than mine.
“My other fear is deeply selfish and perhaps totally personal: that my gen-
eration will experience outright defeat. The main sin of my generation is that it allowed for the restoration of the autocratic order in Serbia. If the ‘90s are the sin of the previous generation, then the return of the autocratic order is the key event in the life of my generation. It’s up to our genera-
If the ‘90s are the sin of the previous generation, then the return of the autocratic order is the key event in the life of my generation
tion to carry that fight. It will either restore democracy to Serbia or experience its final failure in that struggle. I’m even more worried by the fact that many members of my gen-
eration aren’t participating in that struggle at all. Under the pressure of various obligations, as well as social and political fears, they accept the situation as it is and thus create the image of a generation that wanted a lot, but didn’t achieve much.”
Gojko served from 1997 to 2007 as editor-in-chief of publishing company Stubovi kulture, which primarily published works of contemporary Serbian literature. It was then that he realised that a person ought spend a certain period of his life doing one job and should then move on. He needed a new challenge and motivation, which he found in the establishing of his own publishing company. And so it is that next year will mark the 18th anniversary of the founding of his Arhipelag. He started from scratch and has endured successfully in a new publishing model throughout all these years.
“That is a kind of author’s version of publishing in which the editor is an important figure and in which there are clearly profiled editions offering readers literature and humanities. This work is determined by two poles that appear to be opposites at first glance. One is high culture that provides us with our criteria for work. The other is the market. Regardless of how he is profiled, the publisher is an economic entity and must use the market to verify and confirm his ideas. The principle of value and the principle of market and risk can be contradictory, but I firmly believe in the possibility of forging an alliance between those two principles. It isn’t sufficient to simply publish top books and writers, rather it’s also necessary to create visibility and recognition for those writers and their books. In order for us to succeed in this, we have to use modern marketing concepts; we have to be open to new media and technology, perceiving them as allies and a kind of expansion of your domain.”
Apart from interesting books, Arhipelag is also known for organising a large number of events. It has offered numerous programmes to the
public, including literary evenings and tours of local and foreign writers. This publisher has brought some of the most important writers to Serbia, such as David Grossman, György Konrád, Péter Esterházy, Claudio Magris, Javier Cercas, Charles Simić, Adam Zagajewski et al. These events have been among the best-attended literary programmes in Belgrade and Serbia over recent decades. The Belgrade Festival of European Literature has also been organised by Arhipelag for the past decade.
“In this age of glamour and spectacle, literature has a strategic deficit compared, for instance, to film and theatre. Literature offers no premieres. Literary festivals can thus be new fields of activity for modern literature. At them it is possible to introduce writers who aren’t sufficiently wellknown, and to bring even more fame to already well-known writers. That’s a model that yields results. We have been working for just shy of 18 years thanks to the trust of our readers.”
Among the most significant results of that trust is the fact that Mirjana Miočinović, Danilo Kiš’s first wife, offered Gojko the chance for Arhipelag to be the exclusive publisher of Danilo Kiš’s works for Serbia, Bosnia and Herzegovina and Croatia. The last work in that series is the book of Kiš’s correspondence. This relates to the letters that Kiš received during his lifetime from writers, publishers, friends, former friends, literature interpreters, readers, family members etc. This book masterfully depicts a bygone time in which literature played a huge role that is, unfortunately, no longer the case today.
Gojko was just 17 when Kiš died, and he never got to meet him. He took the news of his demise like a personal loss.
“Kiš represents a special figure in my literary upbringing. I’ve never written prose, but I’ve always read it, perhaps even more than poetry. Perhaps the prose of Danilo Kiš is one of the reasons I never wanted to write some story. I was so fulfilled by his prose that it was enough for me to read such stylistically perfect prose.
Kiš described himself as a failed poet, which is why he had to write prose, and I always recognised those strong lyrical elements of his literature and that poet’s dedication to literature. Kiš’s life and attitude towards literature are something special. In contrast to many of today’s writers, Kiš comes across as someone who didn’t live from literature, but rather lived for literature; it was his natural choice. He didn’t choose literature because he wanted to have a career, but because he had to express himself, to somehow decant all the drama of his life into literature.”
For Gojko, this year’s Belgrade Book Fair represented the same thing it does every year: the most important business event of the year. And that’s despite the Fair no longer being what it once was, in either a business or a personal sense, and no longer hold-
It isn’t sufficient to simply publish top book sand writers, rather it’s also necessary to create visibility and recognition for those writers and their books
ing the kind of significance it had ten or twenty years ago.
“I’ve been coming to the Book Fair in continuity since 1989. From that Fair to this latest one, I’ve been in attendance at the Fair every day from opening to closing. I met all the writers I know today at those fairs in the ‘90s. The Book Fair wasn’t only a business event, but also a great festival of literature, the biggest possible literary stage. Writers were the main figures there. This changed gradually, with the Book Fair beginning to lose the charm of a great literary and cultural event, while the main figures are no longer writers, but rather retailers, influencers, people who’ve become famous and influential in various other ways, for whom books represent a kind of extension of their public or
marketing participation. That’s how literature and books lost the recognisability that made them special. The Book Fair today serves as a big shopping mall for books, though it isn’t as shimmering, ordered and polished as shopping malls. Alongside all of this, the Fair has also lost its international dimension to a great extent. The position of Belgrade is such that it is natural for the largest book fair in this part of Europe – in the lands between Istanbul and Vienna – to be in Bel-
grade, and for it to be a point of reference for broader European circles. It unfortunately isn’t all that, because it has lost the profile it once had, and a new one hasn’t been conceived.”
Numerous Arhipelag editions featured at this year’s Book Fair are attracting the attention of readers. This includes Stone and Shadow, the new novel of highly rated Turkish writer and PEN International president Bur-
han Sonmez. This novel is a great saga of the Turkish society of the 20th century which unfolds from the beginning of the 1930s to the present day. Another novel that’s proving interesting is contemporary Slovenian writer Drago Jančar’s Upon the Creation of the World, which has enjoyed great success in Europe over recent years. Lyudmila Ulitskaya’s short novel The Funeral Party is also becoming wondrously relevant today, as it recounts the story of a group of Russian emi-
had a pronounced political or social character. I addressed topics that are public and got engaged. It seemed to me at one point that this wasn’t enough. In conversation with numerous people who I later found myself together with in ProGlas, we came upon the idea that we should perhaps promote ourselves jointly and invite other people to join us in bringing back to Serbia something that’s been lacking for an entire decade. On the one side, that relates
grants in the 1980s who formed their own enclave in New York’s Manhattan...
Gojko has been increasingly promoting himself as one of the founders of ProGlas over the past year, and here he also explains his engagement in this movement to us.
“I participated in all major demonstrations during the ‘90s, but also in recent years. I promoted myself in public life and wrote texts that
to the expressing of critical opinions in public, while on the other side it is a rebellion of free and independent citizens who speak publicly without any personal interest and without any demands for political power. In our first public address, we said that we are just a group of concerned citizens and that we won’t run for any kind of political office or seek any kind of
power. We have come together because we believe that the situation in our country is intolerable and that the damage caused in Serbia over the previous period is enormous. If the current government and order is extended over the years ahead, much of this damage will be irreparable. Over the past year, I’ve met people in Serbia that I didn’t previously know, people who risk a lot, but who have great hope and enthusiasm. Together we all want to
Last Photograph with Father
I have not kept
The last photograph with my father. We were sitting in my father’s car, And I was silent,
He was talking and breathing heavily,
Struggling for air.
What is left of the photograph
Is just a strip of light, Although it is more important to me Than the preserved photographs. But I remember
That I was looking right ahead, With my eyes wide open, As if I could see What was coming. What had already come And placed itself between us, In my father’s light yellow car.
Translated: Dragan Purešić
live and work in this country, and for our children to live and work in this country. But we have to create the conditions for the generations to come; the condition whereby staying here is natural and not an act of heroism. The prerequisite for that is the restoration of free thinking, as well as a democratic order in which the government will be replaceable, limited and responsible.”
THE NUMBER OF TOURIST TRIPS IS RISING IN THE EUROPEAN UNION
According to Eurostat, in 2023, European Union residents made 1.14 billion tourist trips with at least one overnight stay, marking a 5.7% increase (+61.6 million) compared to 2022. The majority of trips in 2023 (1.029 billion, or 90%) were for personal reasons, with the remaining 110 million being professional trips. Both sectors saw growth compared to the previous year: personal trips increased by 5.4% (+52 million), while business trips grew by 9.3% (+9 million).
DOG TAX BRINGS INCREASING REVENUE FOR GERMANY
Germany’s dog tax generated nearly 600 million euros last year, marking a 1.6 per cent increase over the previous record set in 2022, according to data from the Federal Statistical Office. Revenue from the tax, which has steadily risen over the past decade, has jumped by 41 per cent between 2013 and 2023. However, this increase in revenue does not necessarily mean more dogs in German households. Each municipality determines the dog tax amount individually, depending on factors such as the number of dogs in a household and even the breed.
NASA’S LARGEST SPACECRAFT PREPARES TO EXPLORE JUPITER
The largest planetary exploration spacecraft built by NASA is ready to embark on its mission to Jupiter and its moon Europa, which NASA scientists believe is one of the best options for finding life beyond Earth. The spacecraft will explore beneath Europa’s icy crust to determine if conditions could support life. “This is a chance for us to explore not a world that might have been habitable billions of years ago, but a world that might be habitable right now,” said program scientist Kurt Niebur.
DRESDEN SYMPHONY CELEBRATES 25 YEARS WITH ROBOT CONDUCTOR
The Dresden Symphony Orchestra celebrated its 25th anniversary by unveiling a robot conductor with three mechanical arms that led the ensemble. Using its three arms equipped with illuminated batons and adjusting tempos for different orchestra sections, the robotic conductor impressed the audience during the premiere performance of the piece “Robot Symphony” at the Hellerau Concert Hall in Dresden. Artistic Director Markus Rindt emphasised that the orchestra has no plans to replace human conductors with machines, as humans will always bring a superior level of artistry to the role.
LEBRON AND BRONNY JAMES MAKE NBA HISTORY AS FIRST FATHER-SON DUO
Basketball legend LeBron James and his son Bronny James created NBA history by becoming the first father-son pair to play together in a game for the Los Angeles Lakers. The historic moment occurred during a preseason matchup against the Phoenix Suns, just ahead of the official start of the new NBA season. This milestone marks a significant chapter in basketball history, as LeBron, one of the greatest players of all time, and his son, an emerging talent, shared the court in the world’s most prestigious basketball league.
WILDLIFE POPULATIONS HAVE DECLINED BY OVER 70% IN THE LAST 50 YEARS
Global wildlife populations have decreased by more than 70% over the past five decades, according to the latest report from the World Wildlife Fund (WWF). The report, which assessed more than 5,000 species of mammals, birds, amphibians, reptiles, and fish, warns that habitats like the Amazon rainforest are nearing critical tipping points. This decline is attributed largely to human impact, showing that the 35,000 populations studied have shrunk by an alarming 73% since 1970, with freshwater species being the hardest hit, followed by terrestrial and marine vertebrates.
Best Layers WINTER’S
As the temperature drops, men’s fashion rises to the occasion, blending warmth with undeniable style—this winter is all about smart layering, bold textures, and refined details that transform your cold-weather wardrobe into a sartorial statement
CHERRY LOS ANGELES
This denim shirt is designed with a Western-style yoke and fastens with pearlised snaps. The logo is printed on the back.
SAINT LAURENT EYEWEAR
Made from silver-tone metal that complements the lightgrey UV-protective lenses. They have a lightweight construction, with acetate-tipped end pieces, so they’ll sit comfortably against your ears.
James Perse’s shirt is garment-dyed for a broken-in feel that’ll only get better with wear. It’s cut for a relaxed fit from naturally breathable linen.
JAMES PERSE
POLO RALPH LAUREN
The textured cable-knit stitch of Polo Ralph Lauren’s cardigan not only lends a refined touch but also makes for an undeniably cosy piece. Button it up over a patterned shirt or polo.
BURBERRY
This belt is crafted from emerald-tone full-grain leather and secures with a sleek silver-tone buckle.
TOM FORD
Modelled after military jackets, TOM FORD’s style is made from weighty wool felt and tailored in a doublebreasted profile. The smooth satin lining makes it perfect for layering
BEAMS PLUS
The appreciation of style that withstands the test of time is key to BEAMS PLUS’ collections. Patterned in blurred Argyle, this vest has been jacquardknitted in Japan with wool and mohair threads, then brushed to enhance the soft handle.
LORO PIANA
Beanie features a contrast of textures in an earthy palette which is easy to coordinate. It’s made from a herringbone cotton-blend with a silk lining and leather appliqué at the upturned ribbed-knit cuff.
BRUNELLO CUCINELLI
Impeccably crafted in Solomeo, Italy, Brunello Cucinelli’s ‘Borsa’ briefcase will serve as a reliable companion for years to come. It’s made from suede with a water-resistant lining.
JUBILEE CONCERT OF TEOFILOVIĆ BROTHERS
21 November – Belgrade Youth Center
The Teofilović Brothers will celebrate three decades of artistic work with a special concert on 21 November at Belgrade Youth Center. This event offers a unique opportunity for the audience to once again experience the magic of music that has captivated fans worldwide for 30 years. Known for preserving and revitalising the traditional musical heritage of the Balkans, Ratko and Radiša Teofilović will perform their signature capella duets, embodying centuries of music deeply rooted in the region’s collective memory. Don’t miss this extraordinary celebration of Balkan tradition and talent.
JIMMY CARR
30 November – mts Hall
One of the most in-demand stand-up comedians today, Jimmy Carr, is kicking off a major tour across the Adria region with his brand-new show, Jimmy Carr: Laughs Funny. Fans in Belgrade, Zagreb, Sarajevo, Skopje, and Ljubljana will have the chance to experience his sharp wit and iconic dark humour live. The Netflix star returns to Belgrade’s mts Hall, where his last performance sold out in record time. Due to massive demand following his previous unforgettable shows in Belgrade and Zagreb, Jimmy will also perform in Sarajevo, Skopje, and Ljubljana, making it a can’tmiss tour for comedy fans in the region.
GIPSY KINGS FT. TONINO BALIARDO
21 November – mts Hall
The kings of salsa and flamenco, the legendary Gipsy Kings ft. Tonino Baliardo, are bringing their global Renaissance tour to Belgrade at the mts Arena. The tour presents their new album, Renaissance, offering a unique blend of rumba, flamenco, salsa, and traditional Roma music infused with pop sound. Tonino Baliardo, one of the founding members and leader of the group, is a virtuoso guitarist and renowned composer.
ALESSANDRO SAFINA
28 November – Sava Center
The renowned Italian tenor Alessandro Safina will grace the stage of Sava Centar in Belgrade, accompanied by a symphony orchestra for an unforgettable evening of music. Safina will perform a selection of new compositions alongside the beloved hits that brought him global fame. With his unique voice, natural charm, and creative courage, Safina has captivated audiences worldwide. His breakout hit came in the Netherlands with the single “Luna” from his album “Insieme a te.” It spent 100 days at the top of the charts and achieved quadruple platinum status.
THE PACKAGE DESIGN BOOK, VOL. 7
PENTAWARDS
In the seventh edition of The Package Design Book, we explore the world’s leading packaging design innovations from the 2021 and 2022 Pentawards competition. Now, for the first time, it showcases entries into its new Sustainable Design category, highlighting designs from established industry professionals and young talent striving to reduce packaging’s impact on the planet.
FEEDING CREATIVITY
Mary
McCartney
Mary McCartney is a photographer, filmmaker, TV cook, and author. In Feeding Creativity, she blends her passions for food and photography, cooking 60 of her favourite recipes for friends, family, musicians, actors, artists, and visionaries. Mary makes each a specially prepared dish, which they eat together at home or in the studio. Here, she shares her photographs, recipes, and anecdotes from those culinary encounters.
CEO SECRETS
Dougal Shaw
For over five years, Dougal Shaw has been meeting and interviewing business leaders for the BBC series CEO Secrets. More than 200 international chief executives have shared their secrets to success, and this book is the culmination of their insights and expertise. Drawing upon original interviews conducted by Dougal, this book covers topics ranging from tech and economics to fashion and hospitality, providing insights and guidance that are both fascinating and practical for any reader.
THE KOREAN MIND
Boye Lafayette De Mente
Understanding people and their culture through code words and language. Today, South Korea is an economic, technological, and entertainment superpower. How did the country rebound from war, poverty, and political unrest, and how can that success be replicated in other cultures?
CULT HEELS: EXCEPTIONAL TALENT IN SHOE DESIGN
Úrsula Carranza, Cayetano Cardelius
A magnificent photographic celebration of the work of the most exciting and innovative contemporary shoemakers and boutique designers. Whenever a celebrity steps out with a new look, women want to know, “Who styled her?” “And where did she get her shoes?”.
INVESTING IN BRIC COUNTRIES
Svetlana Borodina, Oleg Shvyrkov
The world’s largest and fastest-growing emerging markets are those of BRIC nations, such as Brazil, Russia, India, and China. Combined, these countries house more than 40 per cent of the world’s population, and their respective GDPs are growing at an impressive rate.
Faces & Places
FIC Serbia and Huawei Host Networking Evening
1/10/2024
The Foreign Investors Council and Huawei Serbia hosted a networking evening at Mamma Shelter Hotel, gathering business leaders and FIC members. The event encouraged collaboration and discussions on Serbia’s investment and digital transformation opportunities.
Germany Celebrates National Day in Belgrade
2/10/2024
The Embassy of Germany in Serbia marked Germany’s National Day with a celebration at Restoran Jezero on Ada, hosted by Ambassador Anke Konrad. The event gathered diplomats, government officials, and members of the business and cultural communities to commemorate German unity and the close ties between Germany and Serbia.
Japan Honours Serbian Diplomat at Belgrade Reception
3/10/2024
The Embassy of Japan hosted a formal reception at the ambassadorial residence to present the prestigious Order of the Rising Sun, Gold and Silver Star, to former Serbian Ambassador to Japan, H.E. Nenad Glišić. This high honour recognises Glišić’s contributions to strengthening diplomatic relations between Japan and Serbia. The event gathered prominent guests, celebrating a distinguished career dedicated to fostering mutual understanding and cooperation between the two nations.
Embassy of Cyprus Celebrates Independence Day
7/10/2024
The Embassy of Cyprus in Serbia, led by Ambassador Andreas Photiou, hosted a special event at the Metropol Hotel in Belgrade to celebrate Cyprus’ Independence Day. The occasion brought together high-ranking Serbian government officials, members of the diplomatic corps, and other distinguished guests, reflecting the strong bilateral ties between Serbia and Cyprus.
Indonesia Celebrates 79th Independence Day
8/10/2024
The Embassy of Indonesia in Serbia, led by Ambassador Mochammad Chandra Widya Yudha, hosted an event at the Hyatt Hotel to celebrate the 79th Anniversary of Indonesia’s Independence. Distinguished guests gathered to honour Indonesia’s rich history and cultural heritage, underscoring the friendship and diplomatic ties between Indonesia and Serbia. The evening featured traditional Indonesian music, dance performances, and a showcase of Indonesian cuisine.
Exhibition Marks 50 Years of Democracy in Portugal
8/10/2024
The Embassy of Portugal, with Ambassador José Rui Velez Caroço, inaugurated the exhibition “Belgrade-Lisbon: 50 Years of Democracy in Portugal” at the Archives of Yugoslavia. This exhibition highlights Portugal’s democratic journey over the last five decades, showcasing key historical events, movements, and milestones that shaped the nation. The event celebrated the enduring bond between Portugal and Serbia and invited visitors to explore the inspiring story of Portugal’s democratic evolution.
Faces & Places
Mexican Culinary Festival Brings Authentic Flavours to Belgrade
14/10/2024
Hosted by the Embassy of Mexico and Ambassador Carlos Felix, the “Taste of Mexico” gastronomic festival concluded its second edition at the Twenty-Two Restaurant and Bar in the Metropol Palace Hotel, Belgrade. Over the week, guests were treated to a range of traditional Mexican dishes crafted by renowned chefs, highlighting Mexico’s rich culinary heritage. The event succeeded in sharing the vibrant culture and authentic flavours of Mexico with an enthusiastic Serbian audience.
Spain’s National Day Celebrated in Belgrade
14/10/2024
The Embassy of Spain hosted an elegant reception at the Radisson Hotel in Belgrade to celebrate Spain’s National Day. Ambassador José Sanz Aparicio welcomed distinguished guests, including diplomats, business leaders, and cultural figures, reflecting the strong cultural and economic ties between Spain and Serbia. The evening featured Spanish cuisine and music, offering attendees a taste of Spain’s vibrant heritage and symbolising the shared values and friendship between the two nations.
Regional Agreement Signed to Empower Women in Logistics
15/10/2024
At the “Power of Joint Planning: Transport and Logistics for a Stable Regional Economy” conference held at the Serbian Chamber of Commerce, regional leaders signed a Cooperation Agreement to enhance female leadership in logistics. The event attracted over 200 business representatives from Serbia, Croatia, Slovenia, Italy, and Greece, with the agreement signed by the Serbian Chamber of Commerce, Confindustria Serbia, the Slovenian Business Club, the Croatian Chamber of Commerce’s Serbia office, and the Hellenic Business Association of Serbia.
Belgrade Hosts Prestigious IPRA Golden World Awards Gala
18/10/2024
Belgrade’s Metropol Hotel welcomed over 200 public relations professionals from more than 20 countries for the 2024 IPRA Golden World Awards, known as the “Oscars of PR.” Organised by the International Public Relations Association (IPRA) and chaired by IPRA President Nataša Pavlović Bujas, this year’s event celebrated the theme “Trust is a PRiority.” A highlight of the evening was the honouring of Vital Voices from Washington, D.C., recognised for its 27-year mission to empower over 20,000 women leaders across 185 countries, fostering positive change and progress worldwide.
Hungarian Embassy Hosts Republic Day Reception
22/10/2024
In a grand event at Belgrade’s historic White Palace, Ambassador József Zoltán Magyar of Hungary welcomed dignitaries, diplomats, and friends of the Hungarian Embassy to celebrate Hungary’s Republic Day. The evening highlighted the strong ties and close cooperation between Hungary and Serbia, with Ambassador Magyar addressing shared values and joint achievements between the two nations.
Czech National Day Celebrated at the Embassy
23/10/2024
Ambassador Jan Bondy hosted a special event at the Czech Embassy in Belgrade to celebrate the Czech Republic’s National Day. Distinguished guests, diplomats, and friends of the embassy gathered to mark this important day, honouring the Czech Republic’s rich history and culture. Ambassador Bondy highlighted the longstanding ties between the Czech Republic and Serbia, emphasising shared values and ongoing collaboration in various fields.
Faces & Places
UN Day Marked in Belgrade
24/10/2024
The United Nations in Serbia celebrated UN Day with a special event hosted by Matilde Mordt, the UN Resident Coordinator, at the historic Jugoslovenska Kinoteka in Belgrade. The gathering highlighted the UN’s ongoing partnerships and initiatives in Serbia, with leaders, diplomats, and guests joining to commemorate the UN’s contributions to peace, development, and human rights. In her remarks, Mordt emphasised the importance of collaborative efforts between the UN and Serbia to advance sustainable development goals and shared values.
Austria’s National Day Celebrated in Belgrade
24/10/2024
The Austrian Embassy, led by Ambassador Christian Ebner, hosted a National Day reception at Belgrade’s Metropol Hotel, welcoming dignitaries from Serbia’s political, cultural, and business circles. The event highlighted the strong ties between Austria and Serbia, with Ambassador Ebner expressing Austria’s commitment to enhancing cooperation and friendship between the two nations.
AI_4_LIFE: Biotech Future Forum
25/10/2024
The third International Conference AI_4_ LIFE: Biotech Future Forum in Belgrade gathered over 1,000 participants and 66 prominent speakers from 15+ countries. Organised by the Serbian Government alongside the National Assembly, the Ministry of Science, Technological Development, and Innovation, and supported by the WEF and UNDP, the forum spotlighted the latest in biotech innovation and AI’s role in advancing life sciences. This year’s event also gained the support of the BIO4 Campus.
New Volvo XC90 with additional equipment valued up to 10,000 €.
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