June 2023, Issue No. 224

Niš / Ruzmarina 25, Donja Vrežina, 18103 Niš, Serbia

Telephone/Fax:

Nova Pazova / Prva centralna radna 3, 22330 Nova Pazova, Serbia

Telephone/Fax:

The largest precast company in Serbia and Slovenia We have the most optimal solution for every investor

All in one place: Design | Production | Transport | Assembly

Reference:

Three decades on the market. We are building across the region!

CONTENTS

08 SERBIA DIVIDED

Comment

BY ZORAN PANOVIĆ

10 H.E. EMANUELE GIAUFRET

AMBASSADOR AND HEAD OF THE EUROPEAN UNION DELEGATION TO THE REPUBLIC OF SERBIA WE WANT TO SEE SERBIA IN THE EU

24 BUILDING TRUST THROUGH THE POWER OF CULTURE

Focus HOW INFLUENTIAL IS CULTURAL DIPLOMACY IN TIMES OF CRISIS?

32 AENGUS COLLINS

Head of Economic Growth and Transformation, World Economic Forum NEW REALITIES OF THE LESS GLOBALISED WORLD

16 HERMANN PARZINGER

EXECUTIVE PRESIDENT OF EUROPA NOSTRA

CULTURAL HERITAGE - A VECTOR FOR EUROPEAN INTEGRATION

@CORD_MAGAZINE

@CORDMAGAZINE

@THECORDMAGAZINE

CORDMAGAZINE

EDITOR IN CHIEF:

Neda Lukić n.lukic@aim.rs

ART DIRECTOR:

Branislav Ninković b.ninkovic@aim.rs

CONTRIBUTORS:

Ljubica Gojgić, Radmila Stanković,

22 GLOBAL DIARY

Maja Vukadinović, Mirjana Jovanović, Miša Brkić, Rob Dugdale, Steve MacKenzie, Zorica Todorović Mirković, Sonja Ćirić, Miloš Belčević

PHOTOS:

Zoran Petrović

COPY EDITOR:

Mark Pullen

TRANSLATION & EDITING: PULLEN EDITORIAL HALIFAX

SALES MANAGERS: Biljana Dević, b.devic@aim.rs

Mihailo Čučković, m.cuckovic@aim.rs

Renata Šteković Zagorac r.zagorac@aim.rs

OFFICE MANAGER:

Svetlana Petrović s.petrovic@aim.rs

FINANCE: Dragana Skrobonja finance@aim.rs

EXECUTIVE DIRECTOR: Maja Vidaković m.vidakovic@aim.rs

DIRECTOR: Ana Novčić a.novcic@aim.rs a.novcic@cordmagazine.com

PUBLISHER: Ivan Novčić i.novcic@aim.rs

PRINTING:

Rotografika d.o.o. Segedinski put 72, Subotica

CorD is published by:

alliance international media

Prote Mateje 52, 11111 Belgrade 17, PAK 126909, Serbia

Phone: +(381 11) 2450 508

E-mail: office@aim.rs

office@cordmagazine.com www.cordmagazine.com www.aim.rs

ISSN no: 1451-7833

All rights reserved

alliance international media 2023

The views expressed in this publication are those of the presenter; they do not necessary reflect the view of publications published by alliance international media

“CorD does not criticise or critique. We are a place where people can inspire and be inspired by others”

CONTENTS

35 BUSINESS DIALOGUE

60 KAREN S. LYNCH CVS HEALTH CEO COMBINING PASSIONATE LEADERSHIP AND THE CHAMPIONING OF CHANGE

68 A CENTURY OF THE BELGRADE PHILHARMONIC ENTHUSIASM, DEDICATION AND VIRTUOSITY

76 CHILL OUT

78 READY, SET, SUMMER Fashion

80 CULTURE CALENDAR

CURRENT TOPIC

63 ŽOLT LAZAR DOCTOR OF SOCIOLOGICAL SCIENCES AND MASTER OF POLITICAL SCIENCES SERBIAN SOCIETY CAN TRANSFORM SUSTAINABLY

70 IN HISTORY, THE BEST TOLD STORY WINS PREDRAG J. MARKOVIĆ, HISTORIAN

82 FACES & PLACES

64 EUROPE’S 7 MOST ENDANGERED HERITAGE SITES 2023 Culture

Speaking at the recent SNS rally in Belgrade, Aleksandar Vučić announced that he is finally (after many fake announcements) stepping down from the position of president of Serbia’s largest political party. He will thereby finally be in compliance with famous Article 115 of the Constitution of Serbia, which states, with no ambiguity whatsoever, that “the President of the Republic may not perform any other public function or professional activity”. Vučić’s predecessor, Tomislav Nikolić, showed respect for the Constitution by standing down as SNS president soon after assuming the position of President of the Republic. And he promptly lost all the power that the ambitious Vučić seized as the party’s new leader.

Vučić now doesn’t have such an ambitious party member, so at the party’s Assembly in Kragujevac he installed loyal party member and current defence minister Miloš Vučević as SNS president.

Although relinquishing the presidency of a party, as a source of legitimacy, is always a risky move, even when the leader has unquestionable authority, Vučić is far from “depoliticised” in the way Nikolić was. He will, of course, control SNS absolutely for the foreseeable future, and as President of the Republic he will also be the informal “nation’s leader” as head of the “people’s movement”, the formation of which he announced for 28 th June – marking the

BY ZORAN PANOVIĆ

Serbia Divided

Vučić’s calls for “unity” actually represent a call for his supporters to unify. Serbia is a deeply divided society – and two massacres (in a Belgrade primary school and settlements around Mladenovac) provided the spark for accumulated hatreds to ignite. And politics has again spilled over onto the streets

major Serbian holiday of Vidovdan, which is linked symbolically to the Battle of Kosovo, the famous 1389 clash between Serbs and Turks, the 1989 anniversary of which was utilised by Milošević with his speech at Gazimestan – the memorial site marking the spot where this legendary battle, representing a central point in the Serbian identity, took place. Proving that history can be cynical is the fact that it was also on Vidovdan that Milošević was extradited to the Hague Tribunal.

When he fears those dominated by the ghosts of 5th October, Vučić remains silent about the fact that he could not have achieved economic success without the heritage of 5th October, nor would he have had the stability of the regime if it had not been for the lucrative exodus of 5th October participants to his shirttails

The aesthetics and messages of the proVučić (counter) rally in Belgrade were reminiscent of the Milošević era. As Vučić’s rule has unfolded, his somewhat surprising piety towards Milošević has become ever more visible, while in his frequent addresses he has almost never emphasised his real political mentor, Vojvislav Šešelj. Again, on the other hand, even though Vućić has also attempted to mutely rationalise his radical past, the political and media atmosphere and practice in Serbia have long since “re-Šešelj-ised”, as has SNS itself. Is it purely coincidental that the SNS

Assembly was held in Kragujevac – the city where the Serbian Radical Party was founded in 1991 through the unifying of the political organisations of Šešelj and Nikolić?

Vučić’s calls for “unity” actually represent a call for his supporters to unify. Serbia is a deeply divided society – and two massacres (in a Belgrade primary school and settlements around Mladenovac) provided the spark for accumulated hatreds to ignite. And politics has again spilled out onto the streets.

It is increasingly evident that Vučić is obsessed and frustrated with the regime change of 5th October 2000. Milošević’s mistakes mustn’t be repeated. That first and foremost means avoiding an irrational conflict with the West. Vučić is still holding his own on this front, the West is still relatively receptive, mistakes have long been made in the media sphere. It is very important to Vučić that they are not in the Praetorian prefecture, as was the case with Milošević. When he fears those dominated by the ghosts of 5th October, Vučić remains silent about the fact that he could not have achieved economic success without the heritage of 5th October, nor would he have had the stability of the regime if it had not been for the lucrative exodus of 5th October participants to his shirttails. It would have been even tougher for him if he’d had to deal with the extraditions of Mladić and Karadžić to The Hague, from which he was saved by Milošević’s successors.

Vučić tied his political destiny to the regime’s might not to permit the opposition to make essential concessions towards full democratic elections. If this changes, it will be a sensation.

H.E. EMANUELE GIAUFRET

AMBASSADOR AND HEAD OF THE EUROPEAN UNION DELEGATION TO THE REPUBLIC OF SERBIA

We Want To See Serbia In The EU

The EU accession framework is very clear, and where Serbia is, and what its priorities should be to move faster on its accession path, are very clearly and transparently communicated. That includes, in particular, reforms in the area of the rule of law, notably on media; on energy and environment; foreign policy alignment, and achieving progress in the Belgrade-Pristina dialogue ~ Emanuele Giaufret

Europe Day – 9 th May, provided yet another opportunity to convey to the citizens of Serbia the message that unanimity exists within the European Union that Serbia’s membership would benefit both Serbia and the EU itself. In a period when

enthusiasm for EU accession is faltering in Serbia itself, due to the seemingly endless membership negotiation process and messages from certain European leaders about the necessity for Belgrade to recognise the independence of Kosovo as a precondition to accelerate its accession, EU

delegation head, ambassador Emanuele Giaufret, is convinced in a positive outcome. Responding to the question of whether it is realistic to suggest that Serbia will join the Union in 2030, which is being mentioned publicly as the year of accession, ambassador Giaufret says: “I know that Serbia

EU ACCESSION

This includes, in particular, reforms in the area of the rule of law, notably on media; on energy and the environment; foreign policy alignment and progress in the Belgrade-Pristina dialogue

will become a member of the European Union, but I will not comment on dates, because this does not depend on us – the European Union. This is mainly in the hands of Serbia”.

Your Excellency, you postponed all events that had been scheduled to commemorate Europe Day in May, as a show of solidarity with the citizens of Serbia in their mourning over the victims of two mass shootings. Had the circumstances been different, what would have been your message to the citizens of Serbia on 9th May?

Being partners means sharing both good and bad times, so when the tragic events happened to Serbia we felt it too, our hearts were with the victims, their families and the citizens of Serbia. It was only natural at the time to postpone all our planned celebrations and instead extend our solidarity and condolences for the victims and let people have time to mourn and grieve.

Europe Day is usually what we call “the birthday of the European Union”. The Schuman Declaration was presented by then French Foreign Minister Robert Schuman on 9th May 1950. It proposed the creation of a European Coal and Steel Community. Just a few years after World War II, our founding fathers launched the most ambitious peace project ever. The idea was that pooling together coal and steel production – industries that were essential to make weapons – would put an end to nations waging war against each other. The EU is today much more than that, but it remains a peace project and its key principles – democracy, respect for human rights and the rule of law – remain at the core of our shared prosperity. Since the EU was created, war among its member states has become unthinkable. This is why last year – after Russia unleashed its full-scale aggression against Ukraine – countries like Ukraine, Georgia and Moldova applied to join the European Union, as they know it is where they and their peoples can find freedom, security, democracy, prosperity and a better future.

The EU is a union of values that are enshrined in the Treaty on the European Union. As such, celebrating the birthday of the EU is much more than celebrating just a declaration dating back to 1950. It is a reminder of who we are and what we stand for; it is a reminder of our values and aspirations.

KOSOVO DIALOGUE

The parties need to engage in a constructive dialogue that would pave the way for the sustainable return of Kosovo Serbs to Kosovo institutions, as well as implementing all the provisions of the new Agreement and all past Dialogue commitments

Europe Day is also a good occasion for the EU to remind Serbia and Serbian citizens that we want to see them joining the EU family. We know it is good for Serbia, but we know it is good for the EU too. The EU and all its member states have made that clear continuously and unanimously. We know what Serbia will bring to the EU: creativity, ingenuity, hard work, beautiful nature and a rich history. We count on Serbia to contribute to making Europe a safer, stronger, more prosperous and sustainable place for current and future generations.

This is why we are working so hard and investing so much political capital and financial resources

By Ljubica Gojgić

EU PROJECTS

The EU is active with well over 300 projects across Serbia. A total of 1.1 billion euros has been approved for future EU projects in Serbia

includes “momentum for EU expansion” to encompass the Western Balkans and eastwards to Ukraine and Moldova. In what respect could this juncture be recognised by a citizen of Serbia?

These is indeed new momentum in EU enlargement. Russia’s aggression in Ukraine has refocused the European Union on its fundamentals: securing peace and stability, providing mutual protection, protecting our freedom and democracy. In the EU, we recognise that: (1.) the aspirations of the Western Balkans, Ukraine, Moldova and Georgia to join the EU are legitimate; but also (2.) that we are and we will be stronger together.

We work hard every day to prepare the accession of new members to the EU, and that of course includes Serbia. Over the course of a single year, European Council President Charles Michel came to Serbia and European Commission President Ursula von der Leyen came for a second time, while several commissioners, MEPs and director generals also came. This is intended to advance the accession process and I hope that Serbian citizens recognise that.

Our close partners have also joined us in condemning the Russian aggression and imposing sanctions to stop Russia’s killing machine. We appreciate Serbia’s principled position in condemning the aggression and wish to see it take a step further by aligning with EU Foreign Policy. This would contribute to bringing an end to the war in Ukraine as soon as possible.

to support Serbia’s EU accession. And there are already lots of benefits and opportunities for everyone in the course of the accession process itself.

This is why we also planned to launch a large campaign called “EU Opportunity week” to showcase all the programmes available to citizens in Serbia. From scientists, to innovators, farmers, students, entrepreneurs, artists – we have programmes available that can help you achieve progress and realise everyone’s potential. EU Opportunity Week, with a combined total of over 100 information sessions, will now take place from 20th to 27th June.

 Numerous statements made by various officials over the past year, since the beginning of the war in Ukraine, have suggested that the new reality in Europe

A group of Serbian political parties has broken away and unified on a platform called “Direction Europe”. Considering the circumstances in the EU and the procedures for accepting new members, what do you think of their assessment that Serbia could become an EU member state in 2030?

I know that Serbia will become a member of the European Union, but I will not comment on dates, because this does not depend on us – the European Union. This is mainly in the hands of Serbia.

Let me reiterate that we, in the EU and all member states, really want Serbia and all Western Balkan States to become members of the EU. That was once again reiterated unanimously in last December’s Tirana declaration.

But there can be no shortcut for Serbia compared to EU member states and other candidate

We know what Serbia will bring to the EU: creativity, ingenuity, hard work, beautiful nature and a rich history. We count on Serbia to contribute to making Europe a safer, stronger, more prosperous and sustainable place for current and future generations

countries. The EU accession framework is very clear, and where Serbia is and what its priorities to move faster on its accession path should be are very clearly and transparently communicated. This includes, in particular, reforms in the area of the rule of law, notably on media; on energy and the environment; foreign policy alignment and progress in the Belgrade-Pristina dialogue.

This has not changed and we will continue to support all partners in achieving their goals, but progress on the path to Europe is merit-based.

From your perspective as EU ambassador, how do you see a possible epilogue to the situation in North Kosovo, resulting from the staging of local elections without the participation of Serbs, and the Pristina government’s refusal to launch the formation of the Community of Serb Municipalities?

The unresolved issue of the return of Kosovo Serbs to Kosovo institutions in northern Kosovo remains a source of tension, particularly following the 23rd April byelections. It is clear that these elections did not offer a long-term political solution and they have the potential to lead to the escalation of tension and to undermine the implementation of the Agreement. The parties need to engage in a constructive dialogue that would pave the way for the sustainable return of Kosovo Serbs to Kosovo institutions, as well as implementing all the provisions of the new Agreement and all past Dialogue commitments.

Past obligations must be implemented and this includes the Association/Community of

Serb Municipalities. At the High-Level meeting between President Vučić and Prime Minister Kurti, chaired by HRVP Borrell in Brussels on 2nd May, it was significant that the Management Team was able to present the first draft statute for the establishment of the Association/Community of Serb Municipalities and PM Kurti also presented his vision for the Association/Community and self-management for Kosovo Serbs. The parties agreed to move the drafting process to the technical level and launch negotiations with the aim of finalising the draft as quickly as possible. This is an important development and

we are encouraging both sides to remain engaged and constructive, despite the obvious differences between them on the issue.

You recently visited works on the construction of the Niš-Dimitrovgrad gas pipeline, to which the EU has donated 50 million euros. Apart from that gas connector with Bulgaria, what are the EU’s current infrastructure development priorities in Serbia?

Indeed, the Niš-Dimitrovgrad gas interconnector is a very important and strategic pipeline for Serbia, as it will reduce its energy dependency on Russia and will give Serbia access to gas from all over the world at competitive prices. In the field of energy, I can also quote the Trans-Balkan Electricity Corridor –which will improve energy connections between the Western Balkans and the EU and improve Serbia’s energy security. We are also modernising the Vlasina hydropower plant and supporting the construction of a wind farm in Kostolac.

I can also name several other major projects: one is certainly the new Belgrade-Niš railway line, which will enable train travel at speeds of up to 200km/h and will connect Belgrade and Niš in less that 1h 40m. The new Tirsova 2 children’s hospital in Belgrade is also under construction, with great financial support from the EU. Modernisation works on the Belgrade Emergency Centre and the VMA [Military Medical Academy] hospital will also start soon, as part of the long list of crucial public buildings in Belgrade that will be more modern and energy efficient.

These are, of course, just a few examples.The EU is active with well over 300 projects across Serbia. A total of 1.1 billion euros has been approved for future EU projects in Serbia. All this will materialise in the form of better public transport, improved public administration, energy projects, support for NGOs, new equipment for businesses, the procuring of vehicles and equipment for the healthcare sector and many more areas, topics and projects.

 Since the start of the energy crisis resulting from the conflict in Ukraine, the EU has also donated 165 million euros in support of the Serbian energy system and citizens. Are you satisfied with the way that funding has been utilised?

Yes. This support package from the EU is intended to directly support vulnerable citizens and small and medium-sized enterprises and I am very glad that we are managing to make it happen so quickly and efficiently. In essence, this EU support of 165 million euros enables Serbia to continue and expand its system of reducing energy bills for the most vulnerable in this difficult period.

This requires a procedure from families to apply for this and I think we got off to a good start in terms of the utilisation of funds. The Ministry

EU support of 165 million euros enables Serbia to continue and expand its system of reducing energy bills for the most vulnerable in this difficult period. The Ministry of Energy told me that close to 70,000 families have already been granted this support, but it has the capacity to cover more than 190,000 families

of Energy told me that close to 70,000 families have already been granted this support, but it has the capacity to cover more than 190,000 families. This is why we have launched a campaign, together with the Ministry of Energy, to further optimise and spread the word to those who are eligible for reduced energy bills.

If you visit the website www.zajednozaenergiju. rs, in less than a minute you can check whether you are eligible to benefit from energy bill cuts, while the website also explains how to access those reductions.

Serbian citizens are concerned about mining projects; about announcements on the establishing of new mines in the search for alternative energy sources, which are presented as part of the European Green Deal. Could the fact that Serbia has opened negotiations on Chapter 27, pertaining to ecology, serve to guarantee that environmental pollution will not be tolerated?

Protecting the environment and biodiversity, reducing pollution and fighting climate change represent the World’s biggest challenge of our times, and it is good that citizens engage in and debate these topics.

The EU has committed itself to becoming a climate neutral continent by 2050 and has the world’s highest environmental standards. We are committed to supporting Serbia and all other Western Balkan partners in advancing their green transition, in particular through the Green Agenda for the Western Balkans that has been agreed by the region’s leaders. It is up to the national governments to make decisions on industrial projects and

economic opportunities. Regardless, the EU expects candidate countries to base such decisions on the applicable regulatory framework and practices aligned with the EU’s highest environmental rules, including on waste and water management and public participation in the decision-making process. EU integration is one of the best tools for applying high environmental standards.

You recently visited Kladovo to open the reconstructed Fetislam Fortress. Which other sites are on the list of EU investment priorities for the reconstruction and protection of cultural and historical heritage?

The EU attaches great importance to cultural heritage. Europe has a rich history and the cultural heritage and diversity of its peoples are what makes our continent so beautiful and interesting. Cultural heritage is a direct link with our past, our history, our values. At the same time, cultural heritage is a bridge towards the next generations – we can use it to lay the foundations for a better future and more tolerant societies.

The EU’s assistance on Serbia’s cultural heritage is substantial. We supported the preservation and reconstruction of numerous Serbian cultural heritage sites, such as the fortresses of Golubac, Fetislam and Bač, the Subotica synagogue, Jablanica church, to name just a few. And several other important heritage sites are being reconstructed, for instance investments in a new visitor centre at the Felix Romuliana archaeological site near Zaječar or a new roof for the King’s winery in Topola, infrastructure works at the Rajac and Rogljevac pimnice wine cellars near Negotin, reconstruction of Mokranjac museum in Negotin, as well as some archaeological works still ongoing at Golubac Fortress, to mention just a few.

These activities not only preserve cultural heritage, but also enhance Serbia’s overall tourism offer and thus create jobs. We hear that 200,000 visitors have been visiting Golubac Fortress annually since it has been reconstructed.

You launched the media campaign “We care about Europe; we care about Serbia and its citizens – We are better together” two months ago. You stated at the time that you want to emphasise to citizens that, apart from important political issues, you actually care about the same things they do: successful agriculture, empowering companies, the environment, ensuring better air quality etc. Are you satisfied with the impact of this campaign?

Yes – we have heard lots of positive things during the “We Care Campaign”. We – ambassadors – may not be the most glamourous people in Serbia, but with my colleagues we wanted to convey an emotional message from the EU and its member states to the people of Serbia: “We Care for Europe; we care for Serbia and for its citizens”. This is why we work collectively with Serbia so much to make accession happen. We know we are stronger together.

The campaign saw all of us travel throughout the country, meeting some of the beneficiaries of all kind of projects and sectors and showing the great impact that we are achieving in the areas of agriculture, the environment, cultural heritage, education and social inclusion. I hope that we showed people that we indeed care; that we are sincere; and that these are not only words, but rather are backed by real action that changes people’s life for the better.

The EU has committed itself to becoming a climate neutral continent by 2050 and has the world’s highest environmental standards. We are committed to supporting Serbia and all other WB partners in advancing their green transition, in particular through the Green Agenda for the WB that has been agreed by the region’s leaders

Visoki Dečani Monastery - built in the 14th century - is a heritage gem of importance to the whole of humanity, and especially for the whole of Europe. As a living monastery of the Serbian Orthodox Church, it also has special significance for the cultural and spiritual identity of the Serbian people. By including this Monastery on our 2021 List of the Seven Most Endangered sites, we wished to launch an appeal to all institutions concerned, both locally and internationally, to jointly find a solution to ensure due protection of the integrity and authenticity of this living monastery, including its surrounding landscape ~

Hermann Parzinger

HERMANN PARZINGER / EXECUTIVE PRESIDENT OF EUROPA NOSTRA

Cultural Heritage - A Vector For European Integration

Renowned historian and archaeologist Hermann Parzinger first visited the Vinča archaeological site some 35 years ago, when he was completing his post-doctoral thesis on the Vinča culture. He found himself back in Vinča again this May, and he excitedly recounts the story of the Belo Brdo site. Speaking in this interview for CorD Magazine, Parzinger says that he’s a strong supporter of efforts to continue research in Vinča,

to provide additional protection for the sites along the banks of the Danube and to build a visitor centre to enable more people to discover Vinča’s story. As the executive president of Europa Nostra, Parzinger notes concern over accelerated construction around Kalemegdan, the Belgrade Fortress, which – together with Visoki Dečani Monastery – is included on the list of Europe’s most endangered cultural heritage sites, which Europa Nostra publishes annually.

Mr Parzinger, you led a major, high-level Europa Nostra delegation to Belgrade in May. Thus the 60th anniversary of Europa Nostra was also commemorated in Serbia. What were your impressions of the Serbian capital?

It was my first visit to Belgrade after decades, so I was delighted to be back again. I was impressed by the strong commitment and engagement of Europa Nostra Serbia and other heritage actors

By Ljubica Gojgić

DEDICATION

Speaking about the people, I was very pleased to witness the strong dedication of civil society in Serbia to Europe’s shared values, which represent the basis of the entire European project

to protect and safeguard the rich and diverse cultural heritage in Serbia. Belgrade is a great and historic European city, full of iconic historical buildings and amazing museums with outstanding collections. At the same time, I was sad to witness some new urban developments that are not respectful of the distinct identity and historical character of this millennia-old city with a vital connection with its two rivers, the Sava and the Danube. Speaking about the people, I was very pleased to witness the strong dedication of civil society in Serbia to Europe’s shared values, which represent the basis of the entire European project.

 You were among the participants and speakers at the Belgrade Heritage Forum “Rethink, Refuse, Reuse”. How can cultural heritage serve as a “strategic resource for Europe and the Western Balkans”, which was one of the messages that emerged from this forum?

The Belgrade Heritage Forum, jointly organised by Europa Nostra Serbia and Europa Nostra with the support of the European Union and the Delphi Economic Forum, is an important step forward. Our ambition is to organise this Forum annually, as a contribution to our European Heritage Hub project, and to use it as a much-needed space for encounters and dialogue among heritage professionals, activists and decision-makers, not only from Serbia and the Western Balkans, but from all over Europe. The voices of cultural heritage professionals and activists from Serbia and neighbouring countries are inspiring and innovative; they should be heard and supported in this region, but also beyond its borders. The speakers at the Forum brought us many important teachings and perspectives on managing heritage and maximising its benefits as a common good and a source of wellbeing for society. We also agreed regarding the enormous potential of cultural heritage as a vector for stronger and better European integration, which must include the Western Balkans.

BELGRADE FORTRESS

I fully share the serious concerns of Europa Nostra Serbia and many other organisations that are raising their voice against unsuitable construction in the immediate surroundings of the Fortress

Europa Nostra Serbia brings together a respectable team of eminent experts and enthusiasts who speak out about the protection of cultural heritage in Serbia. How would you assess their work and the cooperation you have with them?

In spite of very limited financial means, Europa Nostra Serbia has built a large network of heritage professionals and volunteers and has become a powerful and credible voice of civil society, championing the required protection and enhancement of cultural and natural heritage in Serbia. I was truly impressed by their competence, dedication

VINČA

These plans require significant resources and we very much hope that they will be secured by the Serbian authorities, possibly with the welcome support of the European Union

Europa Nostra family. I can no longer imagine Europa Nostra without Europa Nostra Serbia!

The large Europa Nostra delegation you led had an opportunity to visit heritage sites in Belgrade and the surrounding area. What were your impressions?

and conviction. I very much hope that the public authorities in Serbia, both at national and local levels, will recognise the huge value of such a civil society organisation and will listen more carefully to their views and recommendations. With the vital support of the European Union, Europa Nostra will further strengthen our cooperation and joint efforts with Europa Nostra Serbia. Led by its founding President, Professor Irina Subotić, as well as by its Secretary General, Vesna Marjanović, it has become a very active and much respected member of the

In addition to the Belgrade Fortress, to which we have devoted much attention over the last four years, we also visited the Neolithic Archaeological Site Belo Brdo in Vinča and the Staro Sajmište [Old Fairground] Memorial Site. I was delighted to be part of the group that visited the Belo Brdo site in Vinča, a famous neolithic site that’s known worldwide and gives its name to one of the most important European civilisations of the neolithic period. Along with Lepenski Vir, Vinča is one of the two archaeological sites in Serbia that are known to archaeologists worldwide. I visited Vinča for the first time exactly 35 years ago, when working on my post-doctoral thesis on the Vinča culture. This time around, I was very pleased to learn about the efforts undertaken since then and about the ambitious plans for the future. We strongly encourage these endeavours, which go in three directions: further research on the stratigraphy and the structure of this monumental prehistoric settlement; measures to protect it from landslides on the high bank of the Danube; and, last but not least, plans to build an impressive visitor centre with the aim of conveying the story of the site and the Vinča culture to the wider public, which is also of great importance. These plans require significant resources and we very much hope that they will be secured by the Serbian authorities, possibly with the welcome support of the European Union.

As far as the Staro Sajmište site is concerned, we learnt about the significant efforts currently being exerted to preserve this important place of remembrance. We remain at the disposal of the experts responsible for rehabilitating and managing this site, to provide them with advice on how to preserve the authenticity and integrity of this site in the best possible way.

In spite of very limited financial means, Europa Nostra Serbia has built a large network of heritage professionals and volunteers and has become a powerful and credible voice of civil society, championing the required protection and enhancement of cultural and natural heritage in Serbia

As a renowned historian and archaeologist, how do you see the Belgrade Fortress with Kalemegdan Park? Do you share the concern of your colleagues from Europa Nostra Serbia that this important heritage site could be threatened by the implementing of investment activities in its immediate surroundings?

The Belgrade Fortress is one of the most important historical landmarks in Serbia and the wider region. It allows people to appreciate and understand the multiple layers of this region’s momentous history, dating all the way back to Roman times. In line with relevant laws, this monument needs maximum care and protection. I fully share the serious concerns of Europa Nostra Serbia and many other organisations that are raising their voice against unsuitable construction in the immediate surroundings of the Fortress. We strongly support their campaign to safeguard the Fortress, as confirmed by the inclusion of the Belgrade Fortress on our Seven Most Endangered List in 2020. It is our shared responsibility to defend and preserve the integrity of this site, which is so important not only for the history of Serbia, but also for the history of Europe as a whole. We very much hope that the European Union will soon decide to also open the European Heritage Label scheme to EU candidate countries. Once this happens, the Belgrade Fortress would be the ideal candidate to receive a European Heritage Label!

In response to concerns over the preservation of the Belgrade Fortress, we here in Serbia often hear a theory that you probably

also encounter often in Germany, and elsewhere in Europe, and which relates to the need for progress and modern times that are also seeking a space for themselves. How can the needs of modernity and the need to preserve the legacy of the past be reconciled?

Reconciling the needs of modernity and the needs to protect the legacy from our past is a long-standing and worldwide challenge. The meaning of ‘reconciliation’ has to be defined case by case. Yet - in general - we lose much more from our heritage than we are able to preserve, so the so-called “needs of modernity” are not the ones in danger. Monuments and sites like the Belgrade

Fortress are of the utmost importance not only for our past, but also for our future. Therefore, saving their authenticity and integrity should be a top priority. The proposed development of a cable-car between Ušće and Kalemegdan is definitely not an adequate response to the needs of modernity, but rather a waste of precious resources, both natural and financial, with unnecessary and unacceptable heavy damage to a site that deserves to be featured on the World Heritage List. We are delighted that Europa Nostra could give its support to all those who have opposed this project, both experts and civil society. We remain confident that this project has been definitely abandoned.

With this in mind, could you tell us what lies at the heart of the New Heritage Deal for Europe that’s being championed by Europa Nostra?

We believe strongly that cultural heritage is a strategic resource for responding effectively to so many pressing needs to build a better society and save our planet, and for achieving so many priority policy objectives in Europe today – from sustainable development and climate action, to social cohesion and inclusion, as well as to ensuring better quality of life and a more beautiful living environment for Europe’s citizens and their communities. Cultural heritage is also vital for boosting the much-needed sense of togetherness, and also the sense of belonging to the wider European family. This is particularly important today, when peace and fundamental values in Europe are under attack, especially in Ukraine, but also in some other parts of Europe. For all these reasons, and many more, we advocate the need for a “New Heritage Deal” for Europe, alongside a wider “Cultural Deal for Europe”. We are indeed convinced that culture, education and cultural heritage ought to be afforded a much more central place across policy and funding programmes of the European Union, as well as in the framework of the EU enlargement process, which includes Serbia and the other countries of the Western Balkans.

Europa Nostra recently inaugurated the European Heritage Hub pilot project with the support of the European Union. What are the main objectives of the European Heritage Hub?

We are very proud to lead a strong consortium of European partners, including major historic cities

I was delighted to be part of the group that visited the Belo Brdo site in Vinča, a famous neolithic site that’s known worldwide and gives its name to one of the most important European civilisations of the neolithic period. Along with Lepenski Vir, Vinča is one of the two archaeological sites in Serbia that are known to archaeologists worldwide

With Irina Subotić, President of Europa Nostra Srbija, Tanja Miščević, Minister of European Integration, H.E. Emanuele Giaufret, Ambassador and Head of the European Union Delegation to Serbia and Sneška QuaedvliegMihailović, Secretary General of Europa Nostra

like Athens, Krakow and Lisbon, which has been selected by the European Commission to run the European Heritage Hub pilot project proposed by the European Parliament. The aim of this Hub is to ensure a lasting legacy of the European Year of Cultural Heritage that was commemorated in 2018 and to bring together as many European partners and projects as possible to support Europe’s green, social and digital transformation through cultural heritage. This ambitious project will bring our longstanding partnership with the European Union to the next level. We are particularly delighted that the European Union will allocate an additional budget of one million euros (for two years) to help us duly involve partners from the Western Balkans, Ukraine, Moldova and the Caucasus in the implementation of our European Heritage Hub.

The list of Europe’s 7 Most Endangered Heritage Sites for 2023 includes as many as three sites located on the territory of the former Yugoslavia: The Partisan Memorial Cemetery in Mostar, Bosnia-Herzegovina, the Cultural Landscape of Sveti Stefan in Montenegro and the Watermills of Bistrica in Serbia’s Petrovac na Mlava. Does such a concentration of sites in the Western Balkans testify more to the region’s wealth of cultural heritage or the lack of concern over the preservation of that heritage?

Both! The countries of the former Yugoslavia have an extraordinarily rich cultural and natural heritage that matters to their citizens and communities. At the same time, we are aware that this heritage is very fragile and is facing many threats, ranging from a lack of resources to the proliferation of unsuitable and unsustainable development projects in cities or rural areas reflecting the lack of political will to recognise the multiple values of heritage for society, the economy and the environment. We also feel encouraged by the mobilisation of civil society organisations across the region to save endangered sites and – together with our partner, the European Investment Bank Institute - we stand ready to provide them our support and advice.

Of course, we find endangered monuments and sites everywhere in Europe, not only in the Western Balkans. We therefore see it as our duty to use our “European Voice” to make such cases public in order to sound the alarm to prevent their damage or loss. However, our list is not a list of

“blame and shame”. Its aim is to place a spotlight on such cases, wherever they are in Europe, before it’s too late. Humanity has already lost too much of the legacy from our past, we must do better now.

The list of Europe’s Most endangered heritage sites, which has been published annually for the last 10 years, also includes the Visoki Dečani Monastery complex, which was visited by a Europa Nostra delegation last summer. How would you explain the apparent lack of understanding among the Pristina authorities regarding the threat to this monastery, which – as Europa Nostra has recalled – is also fea-

tured on the UNESCO List of world heritage in danger?

Visoki Dečani Monastery - built in the 14th century - is a heritage gem of importance to the whole of humanity and especially for the whole of Europe. As a living monastery of the Serbian Orthodox Church, it also has special significance to the cultural and spiritual identity of the Serbian people. The monastery also forms part of the rich multicultural heritage of Kosovo and, as such, ought to be respected by all citizens and communities who live in Kosovo today and tomorrow. By including this Monastery on our 2021 List of the 7 Most Endangered sites, we wished to launch an appeal to all institutions concerned, both locally and internationally, to jointly find a solution to ensure due protection of the integrity and authenticity of this living monastery, including its surrounding landscape. We are convinced that the stunning cultural and natural setting of this monastery can again become a haven of peace and a place of dialogue and encounters for all people of good will, for the benefit of present and future generations. Of course, this can only be done with appropriate respect for the rich history of this site, and also due respect for the rule of law, and with the necessary political will of all parties concerned.

As a historian, you are a specialist in the culture of the Scythians. You have received worldwide recognition for your work, everywhere from Europe and Russia to the U.S. Do you wonder about what will remain as key symbols of our time for some future historians who will deal with the legacy of today’s society in the next century?

This indeed is very difficult to say. We are now living in the digital age and what will remain from this period as physical hardware is still unknown. Perhaps we also have to change our understanding of what the meaning of this legacy is. Legacy and heritage are not only made from bricks and stone. It is possible that, after many centuries, our period will be remembered as the epoch when the understanding of our heritage shifted, becoming a turning point in our conception of heritage. Regardless, it is our duty to ensure that our time shall also be remembered as a period of maximum care and responsibility – both individual and collective – towards the protection and safeguarding of our shared cultural and natural heritage.

We very much hope that the European Union will soon decide to also open the European Heritage Label scheme to EU candidate countries. Once this happens, the Belgrade Fortress would be the ideal candidate to receive a European Heritage Label!

Prof. Paolo Vitti (Italy), Board Member of Europa Nostra, Sneška Quaedvlieg-Mihailović, Secretary General of Europa Nostra, Prof Parzinger & Prof. Hrvoje Potrebica (Croatia) representing the European Association of Archeologists, during their visit to the neolithic site of Belo Brdo in Vinča, May 2023

GLOBAL DIARY

NEW YORK CITY IS SINKING

New York City is sinking in part due to the extraordinary weight of its vertiginous buildings, worsening the flooding threat posed to the metropolis from the rising seas, new research has found. This sinking is exacerbating the impact of sea level rise which is accelerating at

EU COUNTRIES SEEK TO RECLAIM LAND FROM THE MAFIA

According to a report, more than 19,000 properties in Italy have been confiscated from groups like the Sicilian Mafia, the Calabrian ‘Ndrangheta and the Neapolitan Camorra to date, and there are 991 nonprofits running social reuse projects across the country. But increasingly other European countries have begun to implement social reuse of confiscated property. As many as 19 nations have to some degree, including Spain, Belgium, Bulgaria, Romania and the Netherlands, according to a report by CHANCE, a European civil society network. “Social and public reuse of confiscated assets is one of the most important political and social innovations of recent years,” it concluded.

Tens of thousands gathered in the center of Belgrade on May 26th in support of Serbian President Aleksandar Vucic in a show of power following big antigovernment protests over two mass shootings that killed 18 people earlier this month. Hungarian Foreign Minister Peter Szijjarto and secessionist Bosnian Serb leader Milorad Dodik were among the speakers at the “Serbia of Hope” rally which drew busloads of people from around Serbia and neighbouring Bosnia and North Macedonia.

Source: Reuters

around twice the global average as the world’s glaciers melt away and seawater expands due to global heating. The water that flanks New York City has risen by about 22cm, since 1950 and major flooding events from storms could be up to four times more frequent than now by the end of the century.

“The best way to find yourself is to lose yourself in the service of others.” – MAHATMA GANDHI

TENS OF THOUSANDS GATHER IN BELGRADE TO SUPPORT VUČIĆ

KING CHARLES AND QUEEN CAMILLA CROWNED IN HISTORIC CEREMONY

Tens of thousands of opposition supporters, streamed into the rain-drenched streets a day after the president’s followers staged an equally big rally in the capital. Outside the RTS TV headquarters, the crowds blew whistles and booed loudly. They say that according to the laws, state TV should be unbiased as a public broadcaster, but that it has been openly pro-government. Held for the fourth time since the early May shootings, the opposition-led protests appear to be shaping up into the biggest revolt against Vucic’s rule. The rallies initially erupted in response to two back-to-back mass shootings earlier this month that left 18 people dead and 20 wounded, many of them children from an elementary school.

SEVEN SWIDISH MUNICIPALITIES RUN ON FOSSIL-FREE FUELS

In southern Sweden, cities in the Skåne region such as Malmö and Lund have committed themselves to eliminating fossil fuels and reducing CO2 emissions across a number of municipal services. Thanks to the production of biogas and the use of wind power, polluting

THE BIGGEST TECH COMPANIES ARE CUTTING COSTS

fuels such as petrol, oil, coal and natural gas have been minimised. Decarbonising transportation has been a top priority. Among the various initiatives taken, the municipality of Lund has developed a groundbreaking system for business travel. City employees now have access to a fleet of green vehicles via a booking system. Depending on their needs and the distance to be covered, the platform offers commuters cars running on biogas and electricity, but, more importantly, it offers bicycles.

King Charles III (74 was anointed and crowned on Saturday in Britain’s biggest ceremonial event for seven decades, a sumptuous display of pageantry dating back 1,000 years. In front of a congregation of about 100 world leaders and a television audience of millions, the Archbishop of Canterbury, the spiritual leader of the Anglican Church, slowly placed the 360-year-old St Edward’s Crown on Charles’ head as he sat upon a 14thcentury throne in Westminster Abbey. Queen Camilla (75) was officially identified with her new title for the first time on the invitation for King Charles III coronation.

Facebook’s parent company Meta axed 11,000 jobs in November, about 13 per cent of its workforce at the time. Meta and other tech companies have been hiring aggressively for at least two years and in recent months have begun to let some of those workers go. Early last month, Meta posted falling profits and its third consecutive quarter of declining revenue. Mark Zuckerberg’s Meta to axe another 10,000 employees in a fresh round of job

cuts

In February, it said a downturn in online advertising and competition from rivals such as TikTok weighed on results. Last month, Amazon also paused construction on its second headquarters in Virginia following the biggest round of layoffs in the company’s history and its shifting plans around remote work.

“Innovation distinguishes between a leader and a follower.”

– STEVE JOBS

RALLY IN BELGRADE TO PROTEST AGAINST GOVERNMENT

CHARLES III CROWNED KING AT FIRST UK CORONATION IN 70 YEARS

How influential is cultural diplomacy in times of crisis?

Building Trust Through The Power Of Culture

In times of global economic crises, conflicts and tragic events, like the one that recently befell Serbia, cultural diplomacy has the potential to remind us of our shared human and societal values, while fostering mutual cooperation and support. Even if it has to stay silent at times, the values that we share are in our thoughts and hearts

Terrible tragedies, like the ones that struck Serbia recently, leave us contemplating the loss of societal values and our collective human failure. As we seek avenues to rebuild trust, understanding, compassion, and

inspiration to build better societies, cultural diplomacy emerges as a rich resource, providing valuable insights into ways to build bridges of understanding, foster empathy and nurture a shared sense of humanity.

H.E. CHRISTOPHER HILL

U.S. AMBASSADOR TO SERBIA

H.E. ANNIKA BEN DAVID

SWEDISH AMBASSADOR TO SERBIA

MUTUAL UNDERSTANDING IS THE BEDROCK OF COMMUNITY RESILIENCE

CRISES REMIND US TO LISTEN AND BE KIND TO ONE ANOTHER, TRANSCENDING DIVISIONS LIKE POLITICS AND EMBRACING OUR SHARED HUMANITY

Anycrisis is a reminder that we should all take more care to listen to one another, and above all to be kind to one another. No matter what divides us, including politics, we can always find unity in our shared humanity. But first we have to understand one another, and that’s where cultural diplomacy can play a role.

That’s why the United States’ cultural diplomacy efforts –from our professional and academic exchange programmes, via cultural heritage preservation efforts, to visits by star athletes – are all ultimately focused on building mutual understanding. Mutual understanding is the foundation of a community’s resilience, and resilience is what ultimately helps us emerge from crisis stronger than we were before.

THE UNITED STATES’ CULTURAL DIPLOMACY EFFORTS ARE ALL ULTIMATELY FOCUSED ON BUILDING MUTUAL UNDERSTANDING

FREEDOM AND INCLUSION STRENGTH SOCIETIES

CULTURE EMPOWERS THE DYNAMIC INTERPLAY OF DIVERSITY, HUMAN RIGHTS AND BOTH SOCIAL AND ECONOMIC COHESION, DRIVEN BY THE CREATIVE AND CULTURAL INDUSTRIES AS DRIVERS OF GROWTH

Cultureis inclusive. Culture is a kind of capital that helps us shed light on both the path we take in Sweden and the image we convey around the world.

Cultural promotion is a central and strategic tool in our foreign policy. It is anchored in Swedish values that are, in turn, entrenched in international law: human rights and the principles of democracy, inclusion, transparency and diversity. Our basic premise is that societies grow stronger when there is freedom and inclusion.

Culture strengthens the interplay between cultural diversity, human rights and social and economic cohesion, on the basis of the creative and cultural industries as drivers of growth.

AT A TIME WHEN WAR IS ONCE AGAIN RAGING ON THE EUROPEAN CONTINENT, LEAVING DEVASTATING DESTRUCTION AND DESTROYED LIVES AND SETTLEMENTS IN ITS WAKE, CULTURAL RELATIONS MUST MORE THAN EVER BE DEPLOYED AS A TOOL FOR DIALOGUE, PEACE AND SAFEGUARDING THE FUTURE

Sweden is a country that ranks very highly on indexes for human development, quality of life, health, education, human rights, competitiveness, equality and economic prosperity. We have experiences and best practices that we are ready to share.

At a time when war is once again raging on the European continent, leaving devastating destruction and destroyed lives and settlements in its wake, cultural relations must more than ever be deployed as a tool for dialogue, peace and safeguarding the future. Sweden supports investigative media and civil society here in Serbia, both of which provide the oxygen that democracy requires.

How influential is cultural diplomacy in times of crisis?

H.E. RAÚL BARTOLOMÉ MOLINA SPANISH AMBASSADOR TO SERBIA

CULTURAL CONNECTIONS FOSTER LONG-TERM RELATIONSHIPS

CULTURAL DIPLOMACY OPERATES ON THE BASIS OF THE BELIEF THAT SHARED UNDERSTANDING CAN BE NURTURED THROUGH THE PROMOTION OF CULTURAL EXCHANGE AND DIALOGUE, THEREBY RESOLVING MISUNDERSTANDINGS AND PREVENT-

ING CONFLICTS

as a country with a foreign policy that dates back centuries, is no newcomer when it comes to cultural diplomacy. In fact, in 2021 we celebrated the centenary of the establishing of the Office of Cultural Relations within the Ministry of Foreign Affairs, representing the first step towards the institutionalisation of culture, as an essential part of our foreign policy.

Spain,

Spain’s cultural diplomacy is today at the forefront of our international activities and is pursuing two core objectives.

The first is to promote Spain’s unique cultural heritage, which is the result of an incredible diversity of historical influences and regional differences. This includes, for example, promoting our language (the second most spoken native language in the world), our heritage (as the country with the third most UNESCO World Heritage sites) or our gastronomy, with Spanish cuisine ranked among the best in the world. Our culture also includes many intangibles, like our personality, character, ingenuity and creativity, which form the very foundations of our national identity and traditions and have given birth to an endless list of influential international figures in all the arts and crafts, both classical and contemporary.

The second is to explain that Spain is much more that all this; much more that fiesta, siesta, bulls, paella, sea and sun. Forty years after the end of military dictatorship, Spain is today a modern, solid, pluralistic democracy committed to advancing key issues like social and gender equality, development and inclusivity. It also has a strong and stable economy and is at the forefront of digital transition, renewable energies, creativity and innovation. Spain is also an active, reliable and fully committed member of both the EU and the UN-centred multilateral system, and it is supportive of world peace and stability. This is something that people wouldn’t normally think of when Spain is mentioned.

CULTURE BUILDS TRUST THROUGH EXCHANGE PROGRAMMES, COLLABORATIONS AND EDUCATION, FOSTERING PERSONAL CONNECTIONS THAT PROMOTE DIALOGUE AND LASTING RELATIONSHIPS

In this context, it is easy to understand how cultural diplomacy refers to the use of cultural elements, such as the arts, language, tradition and values, to shape and promote our country’s image, reputation and influence on the global stage. However, cultural diplomacy is much more than this.

Cultural diplomacy operates on the premise that promoting cultural exchange and dialogue can lead to the finding of common ground, the resolving of misunderstandings, and the mitigating and avoiding of conflicts. It is therefore easy to understand how culture quickly becomes an indispensable instrument of any foreign policy. It enables exchanges of ideas, values, experiences and perspectives between peoples. By learning about and appreciating different cultures, nations can develop better mutual understanding, overcoming stereotypes and prejudices that are generally the source of confrontation.

Culture is one of the best instruments to build trust through cultural exchange programmes, artistic collaborations and educational projects that offer opportunities for people from different cultures and countries to interact and establish personal connections. These connections help build trust, promote dialogue and foster lasting relationships. They even open channels of communication between nations that can serve as a foundation for resolving problems and even avoiding future conflicts.

H.Е. PIERRE COCHARD FRENCH AMBASSADOR TO SERBIA

PERSISTENCE IN UPHOLDING CHERISHED VALUES

ALTHOUGH THE LEGACY OF THE ENLIGHTENMENT, AS A CULTURAL PERSPECTIVE, CURRENTLY FACES CHALLENGES, INCLUDING FROM WITHIN THE EUROPEAN UNION, FRENCH CULTURAL POLICY REMAINS MORE COMMITTED THAN EVER TO ENDORSING A GLOBAL ORDER PREDICATED ON LAW, MULTILATERALISM, AND RESPECT FOR CULTURAL DIVERSITY

Overthe past two years, the French Embassy in Serbia has organised debates to focus on two critical subjects: the geopolitical issues central to Europe, with conferences led by essayist Jean-François Colosimo and Philosopher Michel Eltchaninoff; and gender, through a series of discussions entitled “What is Gender?”. These debates have reinforced our support for civil society in combating discrimination and advocating for the rights of women and minorities. Esteemed guests participated in these discussions, such as sociologist Eric Fassin, political scientist Françoise Vergès, philosopher Marc Crépon, as well as writer and academic Camille Kouchner.

The French understanding of culture that we disseminate in Serbia is deeply rooted in our history and is particularly strongly influenced by the legacy of the Enlightenment and the principles established in 1789. Our cultural impact also draws from the experiences and lessons of the 20th century.

This cultural perspective is currently facing challenges, including from within the European Union. Nevertheless, French cultural policy remains more committed than ever to endorsing a global order predicated on law, multilateralism, and respect for cultural diversity. In line with this, we will persist in upholding the values that we cherish: justice, gender equality, freedom of expression, and solidarity with the most vulnerable.

WE AIM TO USE THE UPCOMING BELGRADE INTERNATIONAL BOOK FAIR TO PROMOTE FRENCH LITERATURE IN ALL ITS FACETS, RANGING FROM COMICS AND ART BOOKS, TO ADULT AND YOUTH LITERATURE, EDUCATION, AND SCIENCE

These topics will feature prominently in the upcoming Belgrade International Book Fair, which is this year scheduled to take place from 21st to 29th October, with France as the guest of honour.

This fair represents a significant opportunity for our cultural diplomacy in Serbia. The participation of acclaimed authors and notable figures from the fields of sport, science and gastronomy, including Mathias Enard, Eric-Emmanuel Schmitt, Thomas Piketty, Pierre Assouline, Catherine Cusset, Marguerite Le Huche, Toni Valente and Barbara Cassin, is expected to attract a large audience.

Through this fair, we aim to promote French literature in all its facets, ranging from comics and art books to adult and youth literature, education, and science. The event will also showcase both traditional and innovative forms, including audiobooks and digital books, while introducing the comprehensive offerings of the French Institute in Serbia to the public and professionals.

How influential is cultural diplomacy in times of crisis? Focus

H.E. TOMÁŠ KUCHTA

CZECH AMBASSADOR TO SERBIA

NEW SPACES FOR CULTURAL EXCHANGE

WE ARE DELIGHTED THAT PART OF THE PREMISES OF THE CZECH HOUSE WILL SOON BECOME THE OFFICE OF THE CZECH CULTURAL CENTRE IN BELGRADE, WHICH WILL HELP RAISE CULTURAL DIPLOMACY BETWEEN OUR COUNTRIES TO A NEW, HIGHER LEVEL

Cultural diplomacy does have great potential and our embassy carefully prepares the agenda in this field every year. We try in particular to find the best way and meet the needs and interests of local people in order to bring Czech culture closer to them. That is why the Czech Film Festival is one of the traditional cultural events that we organise annually. The Serbian public is very familiar with Czech cinematography, so every year we try to introduce them to some new films.

Apart from the Film Festival, we independently organise concerts and exhibitions, but we also try to support cultural institutions and other organisations in some of their projects.

We always try to prepare something interesting for the youngest too. We’ve organised some very fun and entertaining exhibitions for children over the past several years, and last year we started organising Czech Children’s Day. It is conceptualised as a full day event that gives children an opportunity to read Czech children’s literature and see Czech cartoons, play games or participate in various artistic workshops, and often we like to prepare numerous gifts and rewards for those who participate. Immense potential also lies in scholarships that are part of our educational programme. The young people who return to Serbia after completing their studies in Czechia play a very significant role in terms of spreading the good image of our country in Serbia. Until recently, students from Serbia could apply for the full scholarship programme in the Czech Republic. Today there are yearly grants available for summer school programmes, grants of the Visegrad Fund, but also a number scholarships and grants that are offered by Erasmus, Ceepus etc.

I WOULD LIKE TO ONCE AGAIN EXPRESS THE DEEPEST REGRET OVER THE TRAGEDIES THAT HAPPENED AND OFFER MY HEARTFELT CONDOLENCES TO THE FAMILIES OF THE VICTIMS AND TO ALL CITIZENS OF SERBIA. WE ARE WITH YOU IN OUR THOUGHTS AND HEARTS

We also take part in activities organised by the EU Delegation to Serbia. This year, in the context of commemorating Europe Day, there was a plan to participate in the Belgrade Night Market together with colleagues from other embassies and to present some of our national products.

I must take this opportunity to express our great pleasure and gratitude for the fact that the Republic of Serbia returned the building of the Czech House in Belgrade to the possession of the Czech Republic. This building has been fully restored and the opening ceremony took place in January, during the official visit to Serbia of President Miloš Zeman. We are delighted that part of its premises will soon become the office of the Czech Cultural Centre in Belgrade, which will help raise cultural diplomacy between our countries to a new, higher level.

Nevertheless, in the context of the tragic events that befell Serbia recently, it is questionable how much cultural diplomacy can be of any assistance in this extremely overwhelming situation. Following the tragic events, everything fell silent, and so did we. We’ve postponed the organising of Czech Children’s´ Day, while the Belgrade Night Market has also been postponed.

How influential is cultural diplomacy in times of crisis? Focus

H.E. CHEN BO

AMBASSADOR OF CHINA TO SERBIA

CULTURE IS THE BRIDGE TO OUR HEARTS

Justas an old Chinese saying goes, friendship, which derives from close contact between the people, holds the key to sound bilateral relations. Culture is precisely the bridge that brings our hearts together. As economic globalisation makes exchanges between cultures increasingly convenient and frequent, cultural exchange plays a more prominent role in promoting people-to-people understanding and friendship, as well as state-to-state relationships.

The world today is far from tranquil, having entered a new period of turmoil and transformation that is characterised by frequent regional conflicts, sluggish economic recovery, the spreading of extremism and the exacerbating of global problems. At this crucial juncture in history, we need more than ever before to uphold humanity’s common values of peace, development, equity, justice, democracy and freedom, as well as to confront risks and challenges together with unity, inclusion, coexistence, dialogue and mutual learning. In this context, cultural exchange will definitely make an ever more important contribution to maintaining world peace and stability, and to achieving wellbeing and progress for humankind.

China has always attached importance to, and actively promoted, cultural exchanges with the rest of the world. Enhancing people-to-people bonds constitutes one of the important objectives of the Belt and Road Initiative. This March, President Xi Jinping presented the Global Civilisation Initiative, which advocates pushing forward equal dialogue and exchange among civilisations and facilitating the advancement of humanity through inclusion and mutual learning.

The enhancing China-Serbia cultural exchange has become a significant bond of our friendship. The Serbian people are increasingly interested in learning the Chinese language and seven Chinese universities have established Serbian faculties. We have set up cultural centres in each other’s capitals. The celebration of Orthodox Easter was held by the Serbian cultural centre in China, which introduced the Serbian tradition and culture and taught Chinese people to make Easter eggs. The event was widely welcomed. Celebrating Chinese New Year together has already become a routine in our bilateral cultural exchange. This year we organised the “Happy Lunar New Year: Caravan of Friendship Along the Silk Road” celebration in five Serbian cities and received warm welcomes. China has participated as the leading guest in the 44th Belgrade International Fair of Tourism. I believe that, with the accelerated recovery of tourism, our people-to-people exchange will be further promoted.

AT THIS CRUCIAL JUNCTURE IN HISTORY, WE NEED MORE THAN EVER BEFORE TO UPHOLD HUMANITY’S COMMON VALUES OF PEACE, DEVELOPMENT, EQUITY, JUSTICE, DEMOCRACY AND FREEDOM

ENHANCING PEOPLE-TO-PEOPLE BONDS CONSTITUTES ONE OF THE IMPORTANT OBJECTIVES OF THE BELT AND ROAD INITIATIVE

AENGUS COLLINS, Head of Economic Growth and Transformation, World Economic Forum

New Realities Of The Less Globalised World

Businesses and policymakers have to question many of the assumptions that have underpinned strategic planning in recent years and decades. One of them is giving more weight to resilience over efficiency. That’s a disruptive process, but it can also be a catalyst for innovation, adaptation and improvement

The latest IMF World Economic Outlook report forecasts a decline in global growth from 3.4% in 2022 to 2.8% in 2023, followed by a recovery to 3.0% in 2024. However, it doesn’t rule out the possibility of further decline. The IMF is certainly not alone in trying to understand the underlying trends in the world economy, which is facing many unknowns in times of gloomy global political and economic developments. Indeed, the latest World Economic Forum Chief Economists Outlook Report 2023 indicates that the experts they surveyed are too divided on the likelihood of a global recession. We turned to Aengus Collins, Head of Economic Growth and Transformation of the World Economic Forum for further explanation of such rift.

“I think the key thing to take from the spread of opinions about the short-term health of the global economy is how uncertain things currently are. There is less confidence than usual about how to interpret and weigh the latest economic developments and policy decisions. This is perhaps clearest at the moment in relation to inflation, where the data continue to confound expectations and where central banks are struggling to bring the pace of price rises back down to target without causing adverse effects elsewhere in the economy. But it also relates to the bigger-picture factors that you mention: it is very difficult to predict the future impacts of global political and economic developments that are unusually volatile at the moment” says our interlocutor. “All in all,” adds Collins, “this is not an easy time to be making decisions that rely on predictions about the future of the economy.”

Do you anticipate any potential alleviation of the negative impact arising from global geoeconomic and geopolitical events throughout 2023?

- There is no doubt that the last few years have been very challenging across much of the world, hitting the most vulnerable hardest. A lot of important work is going on to try to ease or reverse some of the current global disruptions, but if you are asking just about 2023, then unfortunately it looks clear that tension and conflict are going to persist over that timeframe. But there are reasons to be positive about the alleviation of negative impacts. Humans are adaptable, and we can see processes of adjustment and alleviation in things

like responses to supply chain disruptions. This highlights a key issue that the disruptions of recent years have brought to the fore: resilience. Resilience is the ability to absorb and even learn from shocks rather than being upended by them. And for organisations and communities of all sorts, I think people are recognising much more clearly the value of investing in resilience, and also the risks that come from underinvesting in resilience.

Another important point here relates to the level of ongoing cooperation and interaction that continues despite the challenging global backdrop. We should not underestimate the amount of global exchange that still takes place every single day: flows of goods, services, people, ideas, technologies, finance and so on. And nor should we underestimate the continuing commitment to global cooperation in responses to truly global challenges like climate change. There is room for cautious optimism.

How likely it is that inflation and disruptions in global supply chains will impact the philosophy of lean manufacturing embraced by companies across the globe?

- This is the question of resilience again, and as I mentioned before, I think people are paying a lot more attention to the importance of resilience than they were a few years ago. The pandemic is probably the single biggest driver of that shift, because of the supply shocks that it triggered, but other global trends are pointing in that direction too. To give an indication of the kind of changes to expect, in the latest edition of our Chief Economists Outlook, 90% of our survey respondents said they expect businesses’

prioritisation of resilience over efficiency to be one of the drivers of changes to global supply chains in the coming years. Businesses and policymakers are having to question many of the assumptions that have underpinned strategic planning in recent years and decades. That’s a disruptive process, but it can also be a catalyst for innovation, adaptation and improvement.

With almost three-quarters of chief economists expecting the increasing prevalence of industrial policies aimed at enhancing the role of the state in national and global economic development, is it likely that the globalisation we are familiar with is taking a back seat?

- To refer back to what I was saying earlier, I think this is a very good example of an area where there is a lot of uncertainty about what precisely the future is going to look like. Yes, we are seeing a sharp increase in the prevalence of industrial policies that see governments taking a proactive role in economies. But in terms of implications, the devil is in the detail. There are familiar risks that can result from an increased government role. For example, our survey of chief economists highlights the risks that competition will be stifled and geopolitical tensions exacerbated. But some of the most ambitious industrial policy interventions of recent years have been directed towards accelerating investment and innovation related to the climate crisis. If industrial policy can help us reach our global climate goals, that would be an important success. All of this is going to impact the shape or character of globalisation, but I don’t think I would say that globalisation is going to be “taking a back seat”. It will be different, but don’t underestimate the tenacity of processes of global exchange and interaction. Flows of people and goods and ideas and capital will still be central to the global economy.

As noted by the IMF, Social Europe, the Brookings Institute, and many others, this shift is causing instability in regions that were once hubs of mass production, thereby exacerbating the gap between advanced and developing economies. Are we unintentionally sowing the seeds of even more pronounced global disruptions by pursuing the aforementioned industrial policies?

- We maybe need to distinguish between causes and effects here. In some cases, particularly where national security is concerned, industrial policies are being introduced as a response to heightened geopolitical tensions. Those tensions would still be economically disruptive even in the absence of the shift to a new wave of industrial policy that we’re seeing. However, as mentioned above, there is a danger of a feedback loop arising, with some industrial policies exacerbating global tensions which then creates a demand for more assertive policies, and so on. More generally, the shift to more widespread adoption of industrial policies will require careful balancing. Governments are keen to increase growth rates and to incentivize the kinds of investments needed for that, but it will be important to ensure that industrial

of diversification and localisation strategies, as well as the greater prioritising of resilience and environmental sustainability. Predicting the structure of the world’s supply chains in a few years’ time is subject to numerous caveats, but the regions highlighted as being most likely to benefit from supply chain changes in our latest Chief Economists Outlook were the U.S., South Asia, East Asia and Pacific, and Latin America and the Caribbean. At the other end of the spectrum, China was seen by the vast majority of our respondents as being most likely to be adversely affected. So, for the moment, Europe is not being seen as among the most affected. But this is perhaps an issue to watch, as one of the drivers of industrial policy in Europe is the desire not to be squeezed out by the evolving policy dynamic between the U.S. and China.

Now that it appears the war in Ukraine is likely to persist for an unknown duration, how probable is it that this conflict will further impact the widening gap in economic outlooks between the U.S., EU, China, and other nations in the foreseeable future?

policy does not come at the price of competition, innovation and resilience. And it will be crucial to strike a balance between protecting domestic interests and fostering global collaboration.

In the latest survey of Chief Economists, a third of respondents said they expect significant changes in the structure of global supply chains over the next three years, with the remaining two-thirds expecting limited changes. From that perspective, how will the new global supply chains map look in 2025 or 2026? How do you see the position of this part of the world in this global reshuffling?

- The twin pressures of deepening geopolitical tensions and intensifying industrial policy mean that further adjustments in supply chains are almost inevitable in the coming years. This reconfiguration is likely to be driven by a mix

- The ongoing war in Ukraine is certainly among the numerous factors contributing to exceptional levels of uncertainty around the prospects for the global economy. While the initial strains on food and energy markets have eased, the war and its knock-on effects—such as escalating sanctions—remain a source of disruption. More broadly, the war in Ukraine is also a sobering example of how quickly tensions can turn into kinetic conflict, and I think that is contributing to wider nervousness about the implications of various other global tensions. In economic terms, Europe has proven more resilient than expected to the energy shock triggered by the war, but I don’t think the war is likely to have the key influence over the economic outlooks that you mention, for the U.S., Europe and China in particular. Geopolitical and geoeconomic tensions will certainly play an important role, but so will numerous more positive factors, such as the domestic policy environment, the vibrancy of business innovation ecosystems and how well businesses and policymakers respond to major global trends like energy transition or the ongoing technological disruptions of the Fourth Industrial Revolution.

We are seeing a sharp increase in the prevalence of industrial policies that see governments taking a proactive role in economies, but we have to ask ourselves whether these shifts will stifle competition and exacerbate geopolitical tensions

IOSIF VANGELATOS, INOS BALKAN GENERAL MANAGER

Need For Raw Materials On The Rise

The Serbian secondary raw materials industry has undergone a series of transformations over the course of the past 20 years. As the country is approaching European Union integration, new opportunities for direct foreign investments in the Serbian secondary raw materials market will be created

As Serbia approaches EU integration and the country’s legal and financial framework harmonises with the European aquis, new opportunities for direct foreign investments will be created on Serbia’s secondary raw materials market. We discussed this, but also the rapidly changing competitive landscape, with Inos Balkan General Manager Iosif Vangelatos.

Considering that the Viohalco Group has been present in Serbia since 2003, we trust that you are able to provide a good assessment of how much the secondary raw materials market has changed over the course of the last two decades?

- As I mentioned in a previous interview with CorD Magazine, the acquisition of Inos Balkan in the early 2000s was part of an integrated strategic plan of our group to expand in the Balkan area. Our Steel segment - Sidenor Group - is the biggest recycler in the region and we are always trying to support our productive investments with efficient supply chain networks.

Over the course of the last 20 years, the Serbian secondary raw materials industry has undergone a series of transformations.The competitive landscape is changing rapidly. Large European recycling firms did invest in Serbia, but they disinvested in a very short period of time, as they were unable to tackle the challenges facing them on the Serbian business environment. During the same period, we have witnessed the successful privatisation of

Serbia’s major steel producer, while a new mini steel mill was established in the country. We are pretty confident that, as the country is approaching European Union integration and the country’s legal and financial framework is closing the gap with what we call the European acquis, new opportunities for direct foreign investments in the Serbian secondary raw materials market will be created.

Do you have the impression that the pandemic and the latest economic and energy crises have helped accelerate our acceptance of the principles of the circular economy? Were we lagging behind in coming to the realisation that waste is a valuable commodity and a precious resource?

- Lots of words have been said and written about the transformation of the linear business model to a circular economy model, and indeed the pandemic and the latest economic and energy crisis placed a lot more emphasis on our need to adjust our way of doing business by adopting the circular economy model.

Global policymakers, along with important think tanks and organisations, have already set the path in that direction. We are today in a position to identify five major megatrends, or five transformative forces that can change the trajectory of the global economy by shifting the priorities of societies and redefining business models. Shifting economic power (between developed and emerging markets), climate change, technological breakthroughs, demographics and rapid urbanisation are already influencing and transforming our world.

The more our civilization will be looking for ways to cope up with the five megatrends, the need for raw materials will be increasing, leading to scarcity. In simple wording, there is no space for waste. The reuse / refurbishment of products after their end of life, the recovery of valuble raw materials from waste streams or even the energy recovery from waste are of vital importance.

Given that demand for secondary raw materials is set to increase exponentially, could we expect a comparable increase in the demand for an adequate workforce? Do you not have a problem with that?

- That is the million-dollar question, I guess. Your assumption is correct. The increasing demand for secondary raw materials is leading to a corresponding demand for an adequate workforce. The secondary raw materials industry is a demanding sector and, judging by my own experience, may offer challenging career paths for all kind of employees, i.e., production and environmental engineers, financial and risk managers, commercial and logistics executives and specialised workers and heavy machine operators. The availability of such a workforce is a problem for our organisation and allow me to say that this is a rather regional problem, or even a European one, that’s inextricably linked to the aforementioned five megatrends. An ageing population and economic emigration are already reshaping the labour market in Serbia and across the whole region.

 You’ve tripled the amounts of secondary raw materials that you process

industry by providing them with efficient waste management services.

We are adopting a step-by-step approach in order to select the appropriate equipment, considering our desire to reduce our dependence on fossil fuels and create an adequate financial and logistics capacity.

It was a full ten years ago that you and your family moved to Serbia, because you believed in our potential. How does that decision look to you from today’s perspective – on the business front, but also from the aspect of your private life? Is Serbia a good place to live and work?

- Thank you for that question. It gives me the opportunity to express my gratitude for those ten years to all my colleagues, friends and, of course, my family. Serbia is a wonderful country and the Serbian people are warm and friendly. They are innovative, resilient, vigorous, dedicated and persistent, and that has enabled me to form a strong team within Inos Balkan, one that carries out its mission and overcomes any potential obstacle and difficulty.

over the course of just the past six or seven years. What kinds of plans do you have when it comes to expanding your capacities, investing in new facilities and equipment etc.?

- We consider Serbia as a home market both for our products and for sourcing secondary raw materials. We are executing our investment plan, which consists of a plan to increase our mechanical treatment capacity of secondary raw materials and a marketing plan to increase our supply basis. We would like to further develop our industrial scrap collection and serve the local

Moreover, our children have found a balanced social and school environment in Serbia, which allows them to flourish and develop their skills and character. Despite the latest horrible shooting incident in a Belgrade primary school, our opinion is that Serbia remains a safe place for a family to live.

Finally, with your question I have the chance to publicly express my gratitude to the medical personnel of Serbia, who literally saved our daughter’s life when she was at risk. Excellent scientists provided her with state-of-the-art treatment at Belgrade’s Dr Vukan Čupić Institute for Mother and Child Healthcare of Serbia.

We would like to further develop our industrial scrap collection and serve the local industry by providing them with efficient waste management services

Proud Of Generator ZERO Project

OTP banka awards two million dinars to Fragment Panels, the New Winning Solution of the 2023 Generator ZERO Competition. Some of the solutions that have been seen in the finals of the Generator will help to create a more responsible and sustainable environment

Project Fragment Panels coming from startup company Fragment Incorporated that deals with the production of innovative and sustainable construction materials made of 73% recycled glass, is the winner of this year’s Generator ZERO Competition by OTP banka. With a record 116 applications, compared to the previous cycle where 72 projects applied, this year’s competition was the second competition in a row dedicated to solutions for reducing the carbon footprint. The winning team was awarded by the Bank with two million dinars and strategic support in further project development and promotion, along with awards by two partners.

“The tradition and reputation that the Generator already has is the greatest recognition for our commitment to enhancing the circular economy and needs of the local community. The number and quality of applications that increases every year, is an even better indicator of the general social importance of this topic. This was precisely the reason why we dedicated this year’s cycle to reducing the carbon footprint. The Generator ZERO Project, because of which we have gathered here today, best illustrates OTP banka’s strategic commitment to sustainable business and innovative thinking in the direction of green economy development, which justifiably became one of our most important projects over the course of seven years. We hope that some of the

solutions that we have seen in the finals of the Generator will help us create a more responsible and sustainable environment“, stated Predrag Mihajlović, President of the Executive Board of OTP banka Srbija when announcing the winner.

The idea for Fragment Panels occurred in the course of preparations for one of the numerous exhibitions by artist Marija Marković. Pavle Milošević, an entrepreneur and sustainability advocate, joined Marija in further development of the idea. They discovered that glass and cement are incompatible materials by nature and are not bound easily. This phenomenon intrigued them and further research led them to scientific works of professors from the Faculty of Technology and Metallurgy in Belgrade. The result of this fusion of artistic instinct, scientific experience and business orientation is the Fragment Panel, a new material for a new generation of consumers.

The Fragment Team is proud that post-industrial glass that would otherwise end up in a landfill, is used to produce the Fragment

The winning team was awarded by the Bank with two million dinars and strategic support in further project development and promotion

Panel, slowing down thereby the filling and accelerated creation of new landfills. Each construction of a new landfill has a high carbon footprint and leads to the destruction of biodiversity and the environment.

“This year’s final exceeded our expectations, given that the topic was repeated, but it is also proof that our country is oriented towards a sustainable business model and innovations in that domain. Therefore, choosing the top ten was not an easy task at all. We are proud of everything that the Generator ZERO project has produced so far, and we hope that the creativity of this year’s finalists will be another incentive for the entire economy to affirm and promote green projects and

sustainable business, as we do at OTP banka. First of all, we as individuals believe that the only right path is this common one, where we join forces and act for the common good, and for this reason I once again thank our partners for their support and engagement”, said Vuk Kosovac, member of the Executive Board of OTP banka for retail and digital development, and the president of the jury.

The project was also supported by numerous partners, namely: ICT HUB, Blic, Mastercard, Serbia Innovates Project supported by USAID, Digital Serbia Initiative, Belgrade Business School (BOŠ), Netokracija, Schneider Electric, MPC, and Supernatural – an association engaged in environmental protection.

Launched by OTP banka, this project has since 2017 up to now supported almost 100 innovative original ideas that have made it to the finals. The program was also one of the first to help small and medium-sized businesses to introduce digital changes in their operations, but also one of those that helped entrepreneurs overcome the crisis caused by the Covid-19 pandemic in 2020. The last cycle that was implemented last year, is dedicated to reducing the carbon footprint, and is a unique competition of its kind. The significance of the Generator for small businesses and the entire innovation ecosystem is testified by a record number of applications received this year, and the project itself has won four awards to date.

PEŠIĆ, ALMA QUATTRO CEO

Leaders For A Full Three Decades

Next year will be marked by the 30th anniversary of the founding of company Alma Quattro, which enriches its network of advertising media and renders that network dynamic and diverse in accordance with market growth, new clients and new business offers

Our company and OOH (out-of-home) advertising itself have passed the test of time and all the challenges of digitalisation, while at the same preserving a relevant market position by combining the old and the new - says Alma Quattro CEO Sanja Pešić in this CorD interview, before emphasising that everything the company does is done thoughtfully and with a view to the long term.

How has your portfolio expanded over the three decades that you’ve been doing business and what comprises that portfolio today? Has it grown in parallel with the list of clients, and their demands and expectations, but also the growth of your team and the company’s ambitions?

- Everything began with illuminated media, which was then still an expensive investment. We started with public city transport stops and small media displayed within the scope of those stops, and with a large one of 12m2. The printing was done on a screen printing, an advanced technology for that time, so we sent pre-print materials to Italy and imported the finished materials. And we were doing all this while the country was under sanctions, and the economy and advertising sector were facing major problems. We emerged from everything triumphantly, with domestic printing houses growing alongside us, and we expanded our portfolio with the inclusion paper billboards in order to respond to the appearance of competition. We also entered the segment of large advertising media exceeding 50m2, thereby completing our offer.

And given that keeping pace with the development of modern technologies it is an imperative for every business, we entered into the digitalisation process. Over the years of work and with

Digitalisation has accelerated in recent years and online channels and social media are the fastest growing segments of the advertising market as a whole

the introduction of additional services, we earned the trust of domestic and foreign clients, because out-of-home advertising is the oldest mass media and an excellent accompaniment to the media mix that has a quick and large impact on the public.

 Digitalisation has brought huge competition your way in the form of

electronic media and social media platforms, but it has simultaneously also enabled you to advance your operations, right?

- The digitalisation process has indeed accelerated in recent years, and the internet, i.e., online channels and social media, are the fastest growing segments of the advertising market as a whole. However, with a high-quality media plan, which includes both out-of-home and other forms of advertising, one can achieve a greater impact when they are mutually dependent. Clients recognise this and increasingly utilise the advantages of both. And we started digitalising our network ourselves as of 2018. With legally unpopular decisions, the City of Belgrade has slowed down our company’s growth, but we hope that a solution will be reached very soon and that we will continue to expand and advance this segment of our portfolio.

Alma Quattro is part of Switzerland’s APG SGA, but also part of France’s JCDecaux Group. What have you learned from the Swiss and French business models, in which areas do you look to them?

- It’s really nice to be in such good company, with a world-class leader like JCDecaux and with APG SGA, which is committed and as precise as a Swiss watch. The greatest benefit of this affiliation is that we have adopted the mindset nurtured by these companies that have resulted in them enduring and having good business practices, or knowhow, thereby enabling us to constantly improve our work and set industry standards. Everything we do is done thoughtfully and with a view to the long term. Our strategy is long-term oriented, with decisions that always look to the future and solutions that could also be implemented 30 years from now.

SANJA

COCA-COLA SYSTEM INTRODUCES NONSEPARABLE CAPS IN SERBIA

After introducing caps with an innovative design on Next juices at the end of last year, the Coca-Cola system in Serbia also applied nondetachable or attached caps to the rest of its portfolio. Non-separable caps are designed with the aim of enabling more efficient collection and recycling of plastic from drinks, in accordance with the legal obligation prescribed by the European Union with the Directive on single-use plastics. With this Directive, manufacturers are obliged to market exclusively packaging with non-separable caps from 2024 to ensure that caps and bottles are collected together and recycled more efficiently. After opening, the cap remains attached to the bottle. You should not try to separate the caps from the bottle, highlighted on the packaging itself. The new cork solution is completely hygienic, practical and functional, and the safety standards for preserving the quality and taste of beverages have been respected.

OTP BANKA AWARDS TWO MILLION DINARS TO FRAGMENT PLOČE

The Fragment board project of the startup Fragment Incorporated, which produces innovative and sustainable construction material from 73% recycled glass, is the winner of this year’s Generator ZERO competition of OTP bank. With a record 116 applications, compared to the previous cycle, where 72 projects were applied for, this year’s competition was the second in a row dedicated to solutions for reducing the carbon footprint. The winning team won two million dinars from the Bank, strategic support in further development and promotion of the project, and prizes from two partners. OTP banka, apart from being the leading creditor of the economy

and the population, is also the leader of the green transition in the banking sector, but also the first bank in Serbia to develop systems support programs for innovative and green entrepreneurship. The fact that Generator ZERO is the most awarded project of this bank further demonstrates this.

JAPANESE COMPANY NIDEC OPENS ELECTRIC MOTOR FACTORY IN NOVI SAD

The Japanese company Nidec (Nidec Electric Motor Serbia and Nidec Elesys Europe) opened in Novi Sad, in the presence of the President of Serbia, Aleksandar Vučić, ministers in the Government of Serbia, as well as representatives of the Japanese company, a factory of driving electric motors for vehicles. The total investment is worth around 250 million euros, and the Government of Serbia provided a subsidy of 8.9 million euros. In the first phase, 250 workers will be employed, and the number of employees will increase to more than 1,000. Investment in Serbia, as previously announced by Nidec, is part of the company’s long-term strategy, and the opening of the factory in Novi Sad is the first step towards the formation of the European industrial park Nidec.

“Our mission is for Serbia to become an even bigger part of the European economy while it is on the path to European Union integration” – EMANUELE GIAUFRET, HEAD OF THE EU IN SERBIA

“The new IPARD program will be a great chance for cities and municipalities to gain funds for both wastewater treatment and road construction, water supply systems, biogas plants and production heat energy” – VIOLETA JOVANOVIĆ,

REGIONAL CONFERENCE BUSINESS WITH PURPOSE

On 22nd May the Business with a Purpose Regional Conference was held at the Mona Plaza Hotel in Belgrade, organised by D.R. Gilbert Center Group and the Slovenian Business Club. The organisers’ vision was that networking and friendship of top authorities can create a better market for all, a more responsible society, and at the same time, improve the quality of business and life. The mission is that in the short term, these regional conferences should gather as many outstanding authorities and leaders from the entire region and all industries, who share the same or similar values, to work together on the same mission.

MEMBERS OF THE HELLENIC BUSINESS ASSOCIATION VISIT KLEEMANN LIFTS FACTORY

The Hellenic Business Association of Serbia, in cooperation with the member company KLEEMANN Lifts, organised a visit to the production facilities of traction lifts in Simanovci. A visit to KLEEMANN’s production facilities was organised in order to present one of the most successful Greek companies that has operated in Serbia for almost 20 years and which is also an active member of the HBA for more than a decade. On this occasion, the President of the Management Board, Mr.Nikolaos Sliousaregko greeted the members, stressing the importance of KLEEMANN’s contribution to the activities of the HBA and also thanked the company General manager, Mr.Odysseas Markakis, for his hospitality and event organisation.

PKS SIGNS AGREEMENT ON THE ESTABLISHMENT OF THE SERBIAN-SAUDI BUSINESS COUNCIL

The President of the Serbian Chamber of Commerce (PKS) Marko Čadež signed the Agreement on the establishment of the Serbian-Saudi Business Council with the Chairman of the Federation of Saudi Chambers of Commerce, Hassan Al-Huwaizi, with the aim of strengthening economic cooperation between Serbia and the Kingdom of Saudi Arabia (KSA). As reported by PKS, Marko Čadež said on that occasion that Serbian companies are “greatly interested” in cooperation with partners from Saudi Arabia, and that is why he will initiate the opening of the representative office of PKS and chambers of the Western Balkans in that country. In the coming weeks, the first meeting of the Business Council will be held to consider the possibilities of investment and joint projects of the two economies, especially in agriculture and investments in the livestock fund of Serbia, ICT, and spa and health tourism.

EXECUTIVE DIRECTOR OF NALED

MAJA MARIĆ, OWNER AND DIRECTOR, FINEXPERTIZA D.O.O.

Always Several Steps Ahead

FinExpertiza, which forms part of one of the world’s leading auditing companies, recently celebrated eight years of successful operations. Alongside auditing, accounting support, legal consulting and tax consulting services, an important segment of this company’s operations is represented by financial consulting, which encompasses a wide range of services

This is particularly important in our work, given that we have complete insight into the business of our clients. In that sense, provided trust is at the highest level and the importance of our work is recognised, our opinions, analysis and recommendations represent “added value” to clients, and sometimes clear guidelines to decision makers. We recently celebrated our eighth birthday and marked the occasion by compiling a small retrospective. We realised that many of our clients, which also include the largest international companies, have become our friends, and not just colleagues. What once began as business collaboration has developed into total synergy. Our relations with our business partners certainly extend beyond a simple business relationship, which is also the point.

Auditors aren’t “bad guys” who seek errors in documents and accounts and exacerbate business difficulties, rather they are quite the opposite. What are all the services that you offer in addition to auditing, accounting, legal consulting, tax consulting etc.?

From the very beginning of its work, this renowned company’s experts have positioned themselves as a reliable pillar of support for clients, and the most important thing for them is to ensure that this relationship never, not even for a moment, brings into question the professional independence that has

earned them clients’ trust and brought their dependability.

Your relationship with clients extends far beyond a simple business relationship. We assume that trust forms the basis of everything in your business?

- Trust forms the basis of every successful business.

- Auditing is our core business, and it’s true that what we actually do is an unknown to many people. It very often happens that silence descends when someone asks “what do you do?” and I answer “I’m an auditor”. People think an auditor is some kind of inspector, controller, interrogator, maybe even a police officer, but certainly not a popular person. Even those who know what an auditor is and cooperate with them often don’t know an auditor’s true role and importance in the operations of every company, but rather view them as a “necessary evil”. But that’s not really the case. Auditors are independent experts whose reports enhance the credibility of information contained in financial reports, and who possess knowhow and skills that can help companies resolve crisis situations, improve

their operations and the quality of financial reporting, disclosures and the monitoring of accounting standards and regulations.

Alongside auditing, accounting support, legal consulting and tax consulting services, an important segment of this company’s operations is represented by financial consulting, which encompasses a wide range of services. It is today unthinkable for an investor to purchase a company without first conducting comprehensive analysis of the business relayed in a due diligence report, which is our specialty. Tax savings and managing tax risk are just a couple of the great challenges on the road to success, and the active assistance we provide clients in this domain is one of the pillars of FinExpertiza’s good image and quality support.

Apart from the services you mentioned, we are also very proud of the GDPR segment, where we have advanced knowledge and expertise, because we all know that personal data protection is a hot topic in the operations of all industries. We can similarly highlight the fact that we are leaders in the area of business related to extremely important topics in the area of preventing money laundering and the financing of terrorism. We’ve also formed a team of experts that deals with capital valuations, as well as valuations of real estate, equipment and intangible assets.

What is significant, and will prove most important for our clients, is our knowledge of the ESG field. The goal of ESG is to acknowledge companies that achieve top results in the areas of environmental protection, social responsibility and corporate governance, and we are thus here to help clients understand and avoid the common mistakes that companies make in implementing ESG strategies. This is actually a topic that’s only just gaining importance on our market, but it’s well known to us because we’ve been living it for a long time in order for us to be able, in real time, i.e., today, yesterday and tomorrow, to respond to all the inquiries our clients have about this area.

 Even though everyone wants the same – timely, reliable, complete and accurate data, every client has their own story. You seek the best solution for each of them individually. How helpful is an interdisciplinary approach in this process?

- We have never worked with uniform offers and that’s what distinguishes us among the competition. Each client is indeed a story in itself and we’ve

treated them as such from the very beginning. This is also why we’ve retained our clients for many years. We are extremely proud of every extra hour we’ve invested in creating a “custom-made” offer for each client, or that we’ve provided a special approach to their problems, i.e., to their business situation. An interdisciplinary approach is certainly extremely important to us, consulting with our international collaborators, but also the fact that within the scope of our team we have experts from different fields who easily get to grips with all challenges. That’s how we always remain several steps ahead of the rest.

Your aim is to always offer the highest level of service and to grow continuously. Where do you see room for improvement? What forms the foundation of that progress?

- As a professional and as the director of FinExpertiza in Serbia, I can state happily that learning is a continuous process and that every day, time and again, there is something we can propose to our clients and can put that down as our additional knowledge. And FinExpertiza will continue to grow as long as this is the case. I’m very fortunate that my opinion is shared by my partners in the company, as well as by all other FinExperts with whom we work every day. And after so many years of intensive work, I’m honestly still amazed by my colleagues and the sheer amount of new ideas, new desires and new energy to time and again offer a completely new approach, acquire new knowledge, refine and additionally develop every segment of our business, all with the aim of bringing the client to the fore and focusing on their needs.

I’m completely certain that, as long as we cofounders, along with our great FinExperts, keep striding along that path, we will have wonderful options to advance as a company. We love our work and that’s our main advantage. Some might say that our work is boring, but if we didn’t do our job well, there’s no doubt that the work of our clients would be much more difficult and challenging. In this way, while we handle the more “boring” part of the work, our clients have the possibility to enjoy secure and stable long-term development.

Each client is indeed a story in itself and we’ve treated them as such from the very beginning. This is also why we’ve retained our clients for many years

DANILO SAVIĆ, CEO, DATA CLOUD TECHNOLOGY

Reliable Partner To Giants

The state data centre in Kragujevac isn’t the only such centre in the region, but it is among the most modern. It has much higher capacities compared to other such centres in the region and the latest cutting-edge technologies. It was designed and constructed in accordance with class 4 international classification standards, which represents the world’s highest recognised level

on the digitalisation of public administration. Our development index received a very high assessment, with a significant contribution to this result provided by the segment of telecommunications infrastructure – the decisive contribution to which was provided by the State Data Centre in Kragujevac.

Such a positioning would not have been possible without the application of state-of-theart technologies and the highest international standards for data storage, nor without the commitment and dedicated work of a team of young and ambitious experts. I wouldn’t separate the contribution to such results provided by the Data Centre and company Data Cloud Technology from the contribution of the Office for IT and eGovernment, because this relates to a synergy of teams whose activities made it possible to achieve results that are respected and assessed as excellent by UN experts.

Our Data Centre isn’t the only such centre in the region, but it is among the most modern in terms of technical and security standards. In what ways does it differentiate itself among other data centres?

We spoke with Data Cloud Technology CEO Danilo Savić to find out just how this company succeeded in positioning itself on the global map in just its third year of doing business, establishing cooperation with international giants like Oracle, IBM and Huawei, but also to discuss the construction of an innovation district, the future of the ICT sector and other issues that provide an optimistic view of the future.

 Thanks to the establishing of the State Data Centre, the IT industry has become the motor of our economy’s development over the past two years.

To what extent has this centre contributed to putting Serbia on the map of technologically advanced countries?

- In the UN’s unique assessment of the digital government landscape for last year (United Nations E-Government Development Survey 2022), Serbia positioned itself among the world’s top 10 countries when it comes to achieving progress

- Your question is suggestive, as it also contains an answer. It doesn’t just boil down to applying the highest standards, which places us on par with similar centres in the most developed countries. Our capacities are much higher than other centres in the region, and the technologies applied are cutting-edge and no one else in this part of Europe has them. We also distinguish ourselves from the rest in that our data centre was designed and constructed according to class 4 international classification standards, which represents the world’s highest recognised level. To

illustrate, our Data Centre can operate smoothly and at full capacity for at least 96 hours without taking power from the national grid

 Is the arrival of cloud computing service Oracle Cloud the best indicator that our experts – with their knowhow and commitment – have succeeded in outdoing the most developed European economies on the highly competitive and fierce IT market?

- When Oracle, with its unquestionable renown at the global level, placed its trust in us, it became clear to everyone that the State Data Centre in Kragujevac meets the strictest criteria and is able to compete with the best. We don’t need a better recommendation than that. Maybe everything happened too fast; maybe nobody expected us to position ourselves on the global map in just the third year of operations; maybe there were initial doubts about the very idea itself, and there are many more “maybes”. The facts are indisputable, the results say everything. I don’t consider this as being about victory, I prefer to use the word success, although some say that it is a major accomplishment. None of this would be possible without our partners. The centre was designed and built by local experts and companies.

 Does Oracle’s major investment in the regional centre create additional opportunities for the further development of Serbia’s ICT sector, but also for the training and hiring of personnel in this domain?

- With the results that we’ve achieved, and here I’m primarily referring to the cooperation with Oracle, we are recognised as one of the motors of the development of the ICT sector in Serbia. I believe that other giants of the global ICT market will soon also be included on our list of business partners. We have already seen the promoting of the innovation district project, which will be built in the immediate vicinity of the Data Centre in Kragujevac, and they will together represent a complete package. Also located there will be the state cybersecurity centre, a science and technology park etc. This naturally implies the hiring of a large number of young experts. I’m hopeful that this is just a drop in the ocean and that the ICT sector in Serbia not only has clear and beautiful prospects, but

rather will also experience accelerated development in that direction, which is something I see as being inevitable.

What does the fact that global ICT industry giants like Oracle, IBM and Huawei have decided to cooperate with you say about company Data Cloud Technology? Is that the best recommendation for DCT?

- These are, of course, the best recommendations. When you have cooperation with such companies, no one questions the quality of your services anymore, but rather they immediately focus on the opportunities that are provided by establishing cooperation. We are recognised and rated according to the results we’ve achieved; we do not need numbers in order to present our success. We are partners of the giants that you mentioned in your question, which undoubtedly implies that we are also a desirable partner for all others. When the biggest players extend

their hand towards you, then the smaller ones have no dilemma.

Do you expect your number of clients to increase and the portfolio of services you offer to expand? Do you have sufficient capacity to handle that? Of the three phases envisaged in the Centre’s construction project, how many have been realised to date?

- The project is divided into three phases. Considering that the capacities envisaged for the first phase are almost filled, we are working intensively to implement the second phase, with which we will double the existing capacities. We will thereby create the conditions for us to meet the needs of the numerous organisations and companies that have expressed interest and need to establish cooperation with the State Data Centre in Kragujevac.

Alongside the core colocation service that we provide to the largest number of users, ever more clients have also been utilising our Cloud services recently. We are convinced that ever more companies will relocate their ICT infrastructure to the Cloud in the coming period, thus more rationally managing their costs in this area, while simultaneously focusing more effectively on their own business. And is so doing they will entrust their information and communications resources to the care of experts. That’s where we see our big opportunity on the market.

Our Data Centre can operate smoothly and at full capacity for at least 96 hours without taking power from the national grid

“Together with the EU, we continue to support Bosnia and Herzegovina in completing the construction of Corridor Vc. The new highway has already improved transportation connectivity and business in the country” –

SLOVENIA TO DECIDE ON NEW NATIONAL AIRLINE THIS MONTH

The Slovenian government is expected to decide whether to establish a new national airline this month. An expert working group formed by the government has completed its work, and its findings will be reviewed by the Slovenian Ministry of Infrastructure in the coming weeks, after which they will be presented to the government. According to the “24ur2” portal, the review showed that the Slovenian market is too small for other airlines to step in and replace the former national airline Adria Airways, according to the Exyuaviation portal.

B&H: GRANT AGREEMENTS WORTH 43.8M EUROS SIGNED

The Minister of Finance and Treasury in the Council of Ministers, Zoran Tegeltija, and the director of the European Bank for Reconstruction and Development /EBRD/ Office, Manuela Naessl, signed three contracts on a grant from the European Bank with a total value of 43.8 million euros. By signing the contract, grants from EU funds were secured for works on sections of the Rudanka-Putnikovo Brdo interchange highway, the Putnikovo brdo-Medakovo interchange tunnel, and the water supply project in Visoko. Tegeltija said that 42.8 million euros of grant funds were directed to construct two sections of the “Pet ce” corridor, namely 30.8 million euros for the section in the Republic of Srpska and 12 million for the section in the Federation of B&H.

THE WESTERN BALKAN FOUR FOUNDED IN SKOPJE

The Minister of Foreign Affairs of North Macedonia, Bujar Osmani, announced on his Twitter account that the Western Balkan Four was established in Skopje, consisting of North Macedonia, Albania, Kosovo and Montenegro. As reported, Osmani stated that the platform of the Western Balkan Four is in accordance with the common foreign and security policy of the European Union, but also with democratic values and principles. Along with the announcement, Minister Osmani published a joint photo with the representatives of Albania, the so-called Kosovo and Montenegro, which launched this initiative together with North Macedonia.

MANUELA NAESSL, HEAD OF THE EBRD FOR BOSNIA AND HERZEGOVINA

“The world has been hit by multiple crises - pandemic, energy and geopolitical. Despite the above, and thanks to the joint efforts of regulators and commercial banks, the stability of the banking sector in Montenegro has been preserved” – RADOJE

ŽUGIĆ, MONTENEGRIN GOVERNOR OF THE CENTRAL BANK

U.S. SEES OPEN BALKAN AS AN OPPORTUNITY FOR MONTENEGRO

The U.S. views the Open Balkans initiative as an opportunity for Montenegro and the region regarding economic integration, said U.S. Special Envoy Gabriel Escobar and reiterated that America will support all initiatives that bring the Western Balkans closer to Europe. In an interview with the Montenegrin news agency MINA, Escobar said that he supports initiatives that bring the countries of the region closer together and that are open to all of them. “In other words, as long as the Open Balkans is fully aligned with the Berlin process, we support it and see no reason to oppose it,” said Escobar. That, he noted, does not mean that the U.S. is less supportive of the Berlin Process or the Common Regional Market.

CAPACITY OF OFFSHORE WIND FARMS IN CROATIA IS 25 GIGAWATTS

The action plan for renewable energy sources at sea in Croatia is the name of the study that identifies the optimal areas for the construction of offshore wind farms, which was prepared by experts from the Faculty of Mechanical Engineering and Shipbuilding in Zagreb (FSB), Oikon - the Institute for Applied Ecology and the Island Movement, and in the coordination of the Association Renewable sources of energy in Croatia, the portal Morski.hr reports. Thus, more than 29,000 square kilometres of area available for offshore renewable energy sources (RES) have been identified, including offshore wind farms, fixed and floating, and floating photovoltaic power plants.

Jubilee Year In The Spirit Of Investment In Business And Society

MK Group has announced large investments in business, as well as in social responsibility. This year, the company allocated one million euros for projects aimed at children and young people, their education and family support. Over 600,000 euros will be donated to kindergartens in the Adria region

Holding company MK Group is this year commemorating an important anniversary: 40 years of successful operations. A new three-year investment cycle has been announced to mark this occasion and will include investments of more than 1.6 billion euros in future projects in the fields of agriculture and the food industry, tourism and the real estate sector, and renewable energy sources, where MK Group has positioned itself among the regional leaders.

In addition to investing in the development of its operations, the company also invests continuously in the local communities in the areas where it operates throughout the region. It also has a particularly recognisable regional “Family Support” programme, which emerged out of a desire to help all employees who take on the role of being parents. As many as 790 families and more than 1,300 babies have to date been supported with a total of 400,000 euros. This programme was also expanded externally over the course of last year, when – together with AIK Bank – MK Group donated 700,000 euros to maternity wards across the entire Adria region, where approximately 16,000 babies are born each year. And this year will see donations provided for preschool institutions in the Adria region.

“We began commemorating the 40 years of MK Group’s operations in the most beautiful way: with gifts to children. In the spirit of the slogan “Celebrating the future”, we will this year donate more than a million euros through investments in children and the youth, who represent the future of the region. We have set aside 600,000 euros just for creches and nurseries in Serbia, Montenegro, Slovenia and Croatia, to pay for their renovating, equipping and the improving of conditions under which

“MK Group has built up its business over the course of four decades precisely on foundations of social responsibility and by caring for its 4,000 employees and local communities. Over the past five years, more than 500 projects have been implemented and five million euros has been invested in CSR activities. In this jubilee year, we are committing ourselves to allocating a million euros a year for these activities in the period ahead, because we believe that the best is yet to come,” says Aleksandra Stojanović

children from ages one to six take their first steps and acquire new knowledge for the future,” noted Aleksandra Stojanović, Chief Corporate Affairs Officer At MK Group.

Nurseries in Serbia will be allocated 200,000 euros, with a focus on the mu -

nicipalities in which MK Group operates: Vrbas, Bečej, Kovačica, Pećinci, Novi Sad, Raška, Golubac and Niš. In Montenegro, 100,000 euros will be donate to nursery schools in Podgorica and Budva, and in Slovenia, 150,000 euros are intended for nusery schools in Ljubljana, Maribor, Kranj, Koper, Izola and Portorož. A total of 160,000 euros will be allocated for Croatian nurseries in the cities of Zagreb, Umag, Šibenik and the municipality of Nerežišća on the island of Brač. The stage that’s currently underway includes the selection of individual nurseries and reaching agreement on specific purposes in accordance with high-priority needs, in order for the funds to be utilised in the best possible way. The goal of this humanitarian project, which MK Group is implementing together with AIK Bank, is to provide a happier childhood and upbringing for children in Serbia and around the region, through support to families – as the most important institution in today’s society.

Championing E-Commerce Development

Ananas is a complex ecosystem, the visible product of which is the first online marketplace in Serbia. It is precisely this ecosystem, alongside online sales and operations in areas like e-fulfilment, fintech and retail marketing, that also encompasses the indispensable tech segment that connects all these small and large components on our platform in order for everything to function flawlessly - proudly points out Ananas Chief Corporate Affairs Officer Marija Popović, before revealing some of the company’s plans.

Observed from the perspective of e-commerce, it was expected that this year would be marked by an improvement on 2022, given the upward trajectory of the online retail business in Serbia. What are the key elements that you would single out for the first half of the year?

I would first and foremost single out the absolute commitment of all of us at Ananas in our endeavour to build a giant of the region’s e-commerce sector. An innovative and flexible approach to our work has enabled us to record significant successes compared to the same period of last year. I would like to highlight the Ananas mobile application – as the best mobile app for e-commerce in this part of Europe, and the fact that we will soon also open the most modern e-fulfilment centre in the region, as well as launching Ananas’s official presence in North Macedonia. I’m proud of the fact that our team is multiplying and that I am able to point out that nine out of ten customers would recommend Ananas to their friends and family. By setting such high standards for e-commerce, we are certainly contributing to the better positioning of the online retail business in Serbia and around the region.

Consumers today demand reliability and fast deliveries; they want the option to choose collection and payment methods, to receive information about discounts, promotions etc. How difficult is it to meet their expectations?

When we first established Ananas, we conducted research in an effort to gain a better understanding of the main motivators of online shopping, and it actually turned

out that expectations were extremely low. People had grown accustomed to a poor service, to online shopping being something unreliable and even risky. From that starting point, we made it mandatory for couriers to ring customers’ doorbells, and the breakthrough factor was that we succeeded in delivering 97 per cent of all shipments from our warehouse to our customers’ doors by the next working day. This has all resulted in our customers’ expectations rising, which we are prepared for precisely because we aren’t only developing the marketplace, but also the entire business ecosystem.

Ananas isn’t just yet another online shop, but rather an entire e-commerce ecosystem. Where is the place of your ‘Click with Customers’ educational roadshow in that?

‘Click with customers’ is a project that we launched last year, in cooperation with Telekom Srbija and the E-Commerce Association of Serbia, and with the support of the Chamber of Commerce & Industry of Serbia. Its objective is to present the online retail business, primarily to the SME sector, as something that will reinforce and advance their business. The mere fact that we took it upon ourselves to visit a large number of cities and hold free workshops nationwide throughout Serbia says plenty about our commitment to developing ecommerce in the region. The plans that Ananas has are beyond ambitious. We have an ecosystem that encompasses retail and fintech services, marketing services and e-fulfilment, and these are just some of the areas covered by our operations, each of which has huge potential to develop and succeed. I am convinced that it is only by employing such an operational method that we can we justify the epithet of the largest regional project.

As a corporate start-up operating within the scope of Delta Holding, Ananas has the privilege of being able to constantly innovate, test and work swiftly to perfect solutions that will enable it to fortify its base of satisfied customers and partners who are motivated to operate via Ananas

MARIJA POPOVIĆ, CHIEF CORPORATE AFFAIRS OFFICER, ANANAS E-COMMERCE

I’m proud of the fact that our team is multiplying and that I am able to point out that nine out of ten customers would recommend Ananas to their friends and family

TIJANA ŠKORIĆ TOMIĆ, GORDA CO-FOUNDER AND CEO

A Way To Remember

adopting our views and learning from us.

We conducted research last year that shows that our consumers are among those who understand that you don’t have to travel far to enjoy yourself. These are people who know their roots, where they sprouted, what values they serve, and who still know best where they want to go. Our consumers expect high-quality and magic, they understand hedonism, but want it all in a bottle that suits the 21st century. Our people are also those who want to come here and familiarise themselves with Serbia, to climb Cvijić’s Peak, to get acquainted with Šumadija and the slopes of Rudnik, and to hear the history of our rebellious and hospitable people.

It is because of them that we redesigned our packaging after more than ten years. We wanted to thank them for their loyalty, leadership and orientation, both within and beyond the borders of Serbia. We owe them that.

Today’s world brings constant challenges in the form of new technologies. Innovations. Human lifespans are longer than ever before. Medicine is advancing. The stars are now closer than we could ever have imagined.

And yet, society is changing, just like life values, while the middle class is disappearing. The maturing generations are different. Changes are inevitable, and no one knows what they will bring. Great uncertainty and tension have been created and have become integral to the consumer

environment, which has overwhelmed us all in a way.

All this serves to make the environment in which we communicate with our consumers and the entire community even more complex. Accordingly, as business leaders, we have our own personal responsibilities, but also a business/professional responsibility, to serve as an example of values in our own field and to really remember, every single day, that we are also guardians of the pillars of society. We bear part of the responsibility for the new generations that are maturing by mirroring our actions,

This year, alongside Gorda plum, quince and apricot rakija, we also launched our apple rakija. This new addition is called Aron. Aron was Gorda’s husband.☺This product represents a hidden chapter in our story of Gorda. By combining the French style for the production of Calvados brandy and blending more than five varieties of our own apples, we are offering something completely different on the market. There will be more new additions before the end of the year, but we are extremely proud of this one. Our central focus is now on increasing our raw material base. It is in this direction that the logistics of our agronomists and technologists have been set. In contrast to other fruit crops, plums are planted without a great deal of organisation and planning, and almost every homestead has some

In order for Serbia to be branded as the home of ’rakija’ fruit brandies, we must all work together to establish qualitative standards for natural rakijas, combat the grey market and organise plum orchards, tourism content and, of course, communication itself

sort of grove. The plum, with its various uses, is an integral part of Serbian life. However, there are no large, organised orchards. And this is precisely what’s needed in the future. Each micro site has its own specificities and requirements. The reality is that these are small, widely dispersed orchards, and on the whole they belong to old rural homesteads.

We are happy that we are nonetheless expanding our cooperation and that the number of suppliers is gradually increasing, together with the initiative to plant specifically for our needs, as a secure buyer.

Furthermore, our team is developing a strategy for us to achieve more significant exports as a percentage of total sales, which we have established as a strategic five-year goal. Generating demand beyond the borders of Serbia is an enduring and demanding process that requires strategic state support.

In order for Serbia to be branded as the home of ’rakija’ fruit brandies, we must all work together to establish qualitative standards for natural rakijas, combat the grey market and organise plum orchards, tourism content and, of course, communication itself.

We are happy that willingness, desire and knowledge exist and that we can access them easily, both through cooperation with the Gornji Milanovac local government and through the support of the Faculty of Agriculture and the Fruit Research Institute in Čačak.

According to our internal estimates, the unregulated market is five to seven times larger than the market of organised and measurable income from rakija sales. The unregulated rakija market annually deprives the state of tens of millions of euros through unpaid duties.

In this land of fruit rakijas, you will be surprised to learn that excise duties on imported spirits, such as whisky or French cognac, were reduced recently. The assimilating of these excise duties renders those of us that produce a high-quality product from pure fruit less competitive.

The quality of Serbian fruit rakijas is better than that of strong imported spirits, but they cannot compete in terms of sales

Our country still ranks third in the world for plum production, while it is second in Europe for the production of quince. We believe that, with a good strategy to brand Serbia as the land of fruit rakijas, exports can achieve growth from last year’s total of just 12 million euros to 100 million euros over the next 10 years

on foreign markets, because imported spirits are backed by powerful corporations, while our small producers are only backed by small domestic enterprises.

Our country still ranks third in the world for plum production, while it is second in Europe for the production of quince. We believe that, with a good strategy to brand Serbia as the land of fruit rakijas, exports can achieve growth from last year’s total of just 12 million euros to 100 million euros over the next 10 years.

Scotland provides the best example of a tradition that dates back hundreds of years, and Scottish cellars hold a wealth of whisky that’s worth more than the gold

reserves of England.

On the flip side of that coin is Japan, an unexpected home of whisky that has succeeded in everything that we want to achieve in just a few decades, by creating a high-quality and recognisable product and becoming a world leader, launching a new tradition and writing its own story.

Micro distilleries have expanded unbelievably over the past decade and Serbia’s strength is that it really has an excellent offer of natural fruit rakijas.

We want to build a tradition whereby any mention of Serbia makes people think of fruit rakija.

After 20 years spent in a corporation, Gorda was a way for me to remember... A carefree childhood, days spent with grandma and grandpa, muddy feet, picking blackberries and elderberries, and summers that were seemingly endless. Children seek freedom, but the children that live within us are also striving to recall that they can once again be free.

In today’s times, there are no more homemade products even in homes that have the conditions required to live in such a healthy way. It used to be that the meadows of Rudnik that surround us were filled with shepherds, both children and adults, tending to their flocks. That is no longer the case. However, hope lives on, because some young people have returned to Čačak and helped to establish the small Moravian market that brings together local producers of food, knitwear and everything that’s old and new. We need all of this in order for us to really brand the Šumadija region. This is our Tuscany or Provence. And to me it’s even more beautiful to me.

Me and my team have allowed ourselves to believe that achieving success in business requires that you look into your heart. We together remembered that it is permitted to dream, to make mistakes, to build and to believe that we can offer our children at least the choice of a different way of life. And the freedom to choose is up to them.

The kids from Velereč who pick plums in our orchards bring a smile to my face. They are paid in ice cream. I want my son to believe that he can dream and live freely.

ELON MUSK SAYS HE HAS FOUND NEW TWITTER CEO

Elon Musk announced that he has found a new chief executive for Twitter but did not disclose the name. Musk tweeted that the new CEO for X/Twitter will start in mid-June, and he will transition to the role of chief technology officer of the social media platform within the next few weeks. The Wall Street Journal reported that talks were underway with Linda Yaccarino, an executive at Comcast’s NBCUniversal, for the CEO role at Twitter. Elon Musk, who became the CEO of Twitter after completing the company’s acquisition for $44 billion in October, had previously stated in December that he would step down from his CEO position once he found a suitable replacement. Musk added that he would oversee Twitter’s software and server teams once he transitioned.

META HIT WITH RECORD 1.2BLN EURO FINE OVER DATA TRANSFERS

Meta was hit with a record 1.2 billion euro fine by its lead European Union privacy regulator over handling user information. It was given five months to stop transferring users’ data to the United States. The fine, imposed by Ireland’s Data Protection Commissioner (DPC), came after Meta continued to transfer data beyond a 2020 EU court ruling invalidating an EU-U.S. data transfer pact. It tops the previous record EU privacy fine of 746 million euros handed by Luxembourg to Amazon.com Inc in 2021. The battle over where Meta’s Facebook stores its data began a decade ago after Austrian privacy campaigner Max Schrems brought a legal challenge over the risk of U.S. snooping in light of disclosures by former U.S. National Security Agency contractor Edward Snowden.

VOLVO GROUP IN DEAL TO BUY HALF OF NEW SWEDISH WIND FARM’S POWER

Swedish manufacturer Volvo Group has signed a 10-year deal to buy half of the power produced by Sweden’s new Bruzaholm wind farm starting in 2025, the companies said. Swedish state-owned energy company Vattenfall will start constructing the wind farm with a capacity of 140 megawatts this summer. “The agreement signals our commitment to prioritise low-carbon investments, source renewable energy and take climate action across everything we do,” Volvo CEO Martin Lundstedt said in a statement. Volvo Trucks, a group unit, plans for 50% of its truck sales to be electric by 2030. Vattenfall operates over 1,200 wind turbines with a capacity of over 4 gigawatts in five European countries.

“We have seen historically that discussions on the debt ceiling in the United States have always been quite tense, but always resulted in solutions” – KRISTALINA GEORGIEVA, MANAGING DIRECTOR OF INTERNATIONAL MONETARY FUND

JAPAN’S MIZUHO EXPANDS IN U.S. BANKING

Mizuho Financial Group Inc will buy U.S. M&A advisory firm Greenhill & Co Inc for 550 million Euros, including debt, the companies issued in a statement, as Japan’s No. 3 lender eyes a bigger share of the world’s largest investment-banking fee pool. Greenhill shares more than doubled to close at $14.66 in the third week of May after the announcement, just below the offer price of 14 Euros per share. The boost helped Greenhill shares erase their losses accumulated over the last 12 months due to the impact of higher interest rates on deal-making. The stock was priced at $20 in its 2004 initial public offering. The Greenhill business will sit within Mizuho’s banking division, led by Michal Katz, head of banking in the Americas. Its chairman and CEO, Scott Bok, will become chairman of the M&A and restructuring advisory business.

MORGAN STANLEY CEO PLANS TO STEP DOWN

Morgan Stanley CEO James Gorman told shareholders that the company will likely appoint its next CEO in the next 12 months. Gorman, 64, said the board had identified three strong candidates to succeed him and that he will become executive chairman once a new CEO is chosen. “Gorman has been at MS for a long time now and was very much behind the purchase by MS of E*Trade Financial Corp and Eaton Vance Corp, both of which have been very successful for MS. Under his leadership, MS stock has been one of the best-performing financials, so I expect investors will be disappointed he is leaving and will see him as a hard act to follow.”

MALAYSIA TO END 5G MONOPOLY

Malaysia said it will adopt a dual network model for its 5G rollout next year following widespread concerns about pricing and competition over a single state-run network. The decision is the latest by Prime Minister Anwar Ibrahim’s sixmonth-old administration aimed at dismantling monopolies and promoting competition. However, it could create tension with Western countries that wanted Malaysia to stick with its original plan. In 2021 Malaysia unveiled a plan for a state-owned agency, Digital Nasional Berhad (DNB), to own the full 5G spectrum, with various carriers using the infrastructure to provide mobile services. Malaysia has now decided to allow a second entity after DNB’s coverage reaches 80% of populated areas.

“Increasing paid-in capital will give us the means to sustain such level of investment and step up our investment (in Ukraine)” – ODILE RENAUD-BASSO, EBRD PRESIDENT

A Successful Example Of CSR In Practice

Lidl Serbia has resolutely integrated a policy of corporate social responsibility into the core of its business. The company is guided by a sustainability strategy that was espoused to guide socially responsible activity along three axes. With the axes “good for the planet”, “good for people” and “good for you”, Lidl Serbia looks at the impact of its business not only on the planet we live on, but also on the communities on whose lives Lidl’s work has an indirect or direct impact and ultimately on each of us, on you

For this reason, Lidl’s practice is to display corporate social responsibility on a daily basis, with the ultimate goal of organising actions together with its employees to reduce its negative and increase its positive impact on the world around us. Lidl Serbia carries out many projects that turn into a tradition, surprising us all again and again, year after year.

“Najbolje u Srbiji 2023”, (Best of Serbia) campaign, Lidl Serbia was recognised as a “Dobročinitelj” (benefactor), receiving an award for engagement in the CSR category for the previous three years. This distinction was awarded by the association Moja Srbija in cooperation with the Consumer Centre as a recognition of successfully completed CSR projects that result in positive change.

The first project that should be mentioned is “Čisto iz ljubavi”, part of the Schwarz Group’s international REset Plastic strategy, which arose from the need to devise a response to the impact that plastic packaging material has on our environment. This strategy covers five activities: from reducing the use of plastic, recycling

it and removing it from nature, to encouraging environmental innovation and education in this field. “Čisto iz ljubavi” includes removing waste from nature and educating the youngest about the importance of a responsible attitude towards nature and the environment. Since the beginning of the project in 2020, more than 25 tons of waste have been collected in actions to remove waste from nature, and over 1,000 volunteers and almost 20 organisations have participated.

Lidl Serbia’s focus on environmental protection is also visible in the project “Dobro se reciklažom vraća”, which with its ecological and humanitarian character enables consumers to recycle PET and ALU packaging in three shops, two in Novi Sad and one in Niš. For each deposited piece of packaging, Lidl donates 5 dinars to the “Budi human” foundation, and in that way joins two useful activities and forms a kind of multifaceted CSR activity. In this way, the public are encouraged to be active participants in environmental initiatives, and to get involved in important underlying processes of saving energy and resources and at the same time protect-

ing the planet. The humanitarian aspect of this project contributes to the work of the “Budi human” foundation and its users.

When it comes to communityoriented activities, Lidl Serbia is implementing the following projects: “Mala dela su velika stvar”, “Hoćeš ta menjamo mesta? Pomeri se s mesta” and “Snažne. Hrabre. Važne.”

“Mala dela su velika stvar” is a project that Lidl Serbia implements with its consumers every year before the New Year and Christmas holidays, to support the Serbia Red Cross in providing meals for our fellow citizens. While the project lasts, Lidl’s consumers have the opportunity in all Lidl stores to buy the recommended basic groceries and personal hygiene products that are needed by beneficiaries of the Serbia Red Cross. By simply placing them in the designated places behind the cash registers, they may be sure that they will end up in aid packages intended for the vulnerable. Every year, as part of the campaign and as a sign of gratitude for consumers’ contributions, Lidl Serbia additionally donates equipment needed by the National Kitchen Programme, which, since 2019 when this project began, has amounted to equipment worth 30,000 euros, while more than 50 tonnes of foodstuffs were donated.

A slightly different Lidl project that attracted a lot of public attention under the name “Hoćeš da menjamo mesta? Pomeri se s mesta”, had a great impact last year in educating drivers to park their cars conscientiously. With several awards, it also carries a recognition from the marketing agency ADAM Studio, Disrupt awards 2023, for the initiative which in an original way draws attention to the problems caused by the irregular parking of arrogant

Under the Best in Serbia 2023 campaign, Lidl Serbia was recognized as a “Benefactor”, receiving an award for engagement in the CSR category for the previous 3 years. This distinction was awarded by the association Moja Srbija in cooperation with the Consumer Centre as a recognition of successfully completed CSR projects that result in positive change

drivers in parking spaces reserved for people with disabilities. In cooperation with NOOIS (The National Organisation of Persons with Disabilities of Serbia) and with the aim of raising awareness about the issue, Lidl Serbia designed and set up additional boards with a clear message indicating the purpose of these

places. Moreover, in the period between 10 and 30 October 2022, all vehicles illegally parked in places for disabled people at 28 Lidl stores were marked with flyers and hangers on their rearview mirrors, with the key message of the campaign. This was to show arrogant drivers that their behaviour threatens the rights of people with disabilities and that parking in these places does not take into account the needs of their fellow citizens. On top of this, four educational videos were made that address the topics of illegal parking, communication with disabled people and less visible disabilities, whose actors are people who know this from personal experience.

Another project that Lidl Serbia carried out last year is called “Snažne. Hrabre. Važne.” This was aimed at providing support to successful Serbian female entrepreneurs, through the short-term marketing of their products in the Lidl sales network. With this, Lidl Serbia contributed to the further empowerment and encouragement of female entrepreneurship in Serbia, and all consumers could try the selected products during a thematic week in 35 cities. The winners of the competition were able to increase the visibility of their product and gain experience in marketing the goods to retail. In 2022, 26 female entrepreneurs presented as many as 32 products to our fellow citizens throughout Serbia, which opened new opportunities for some of them, such as Marija Bojović, owner of the Zlatibor tradition that produces home-made brandy from wild pear. After cooperation with Lidl she recorded a greater demand and concluded new partnerships, so now she is preparing a new office space in Belgrade and expanding her sales network.

Product Quality Ensures Global Success

The Elixir Zorka Group is this year proudly commemorating 85 years of the existence of the Zorka chemical industry in Šabac. New investments, coupled with the decades-long tradition of production in Šabac, have put Serbia back on the map of European exporters of mineral fertilisers

In order to remain competitive against the world’s largest producers in terms of quality, it is essential to invest in minimising the company’s environmental impact, in advancing laboratories for product development and quality control, in the development of the circular economy etc. We discuss all of this, but also plans to conquer new products and markets, with Elixir Zorka General Manager Stefan Komazec.

 This great anniversary demonstrates the importance of this area of activity in Šabac. Elixir privatised the former Zorka back in 2012. How does the company look today and what has marked this period?

- The period since privatisation has definitely been marked by major investments and technological development. Apart from the initial investment of approximately 40 million euros, after which – in 2013 – the new, modern Elixir Zorka factory in Šabac for the production of mineral fertiliser was made operational, Elixir Group has continued investing in technology and this complex’s infrastructure, doubling the level of investment over the subsequent 10 years. Investments, coupled with the decades-long tradition of production in Šabac, very quickly put Serbia back

STEFAN KOMAZEC, GENERAL MANAGER, ELIXIR ZORKA

on the map of European exporters of mineral fertilisers, contributing to the development of domestic engineering capacities and enabling Elixir Zorka to master the production of over 40 different formulations, making it a unique factory anywhere in the world. The product range also includes microgranulated starter fertilisers, as well as special formulations from our Supreme line, where in terms of quality we compete with the world’s biggest producers.

Around 70% of your products are ultimately exported. What standards need to be met in order to successfully compete and win in a global competition?

- The simple answer to this question can be expressed in one word: quality. The production and use of mineral fertilisers is specific in that product quality must firstly meet agricultural production requirements, i.e., it must satisfy the nutritional needs of different crops in different types of soil. This is due, among other things, to the fact that almost every market has its own regulatory requirements in terms of contents and nutrient declarations, as well as complex procedures for registration and approving the import and use of new products. It isn’t even the case that all European Union member states have the same requirements, so some countries have additional and more stringent requirements than the EU’s umbrella regulations. Our presence on over 85 markets itself serves as a recommendation for both existing markets and the new ones that we plan to conquer with new products. Our focus on product quality is something that ensures success in the global competition, and that’s why – alongside technological investments – Elixir Group invests constantly in its laboratories for product development and quality control, which are undoubtedly the most modern in the region today.

 In such a complex industry, environmental protection represents vital aspect.

- All applied and proven technologies are known and available. That is licensed knowhow that we import today and that is paid for. The technology that we apply in the production of mineral NPK fertilisers is French and is based on phosphoric acid as the highest quality

source of the phosphorus component, which we produce ourselves. On the issue of environmental impact, the European Union has precisely defined, through a series of BREF documents, all applied technologies and the technological solutions that it is essential to apply in order for emissions to remain within prescribed limits. With this document, the EU provided a binding recommendation to apply the best available techniques (BAT), which have been implemented in the legislation of member states. Through its existing regulatory framework, Serbia also applies these EU recommendations and requires the application of BAT solutions, prescribing the same limits on environmental emissions. Our technology implies a closed process, the complete recirculation of liquids and solid matter, without wastewater and any kind of solid waste other than packaging, which is itself 100% recyclable. Over the course of 2021, Elixir Zorka invested three million euros to further improve its system for purifying water vapour that is emitted into the air, thereby achieving parameters for such emissions that are between 30 and 85 per cent lower than the permissible limits. We are continuing to monitor new developments in this area and investing in further minimising our environmental impact.

 What is meant by the circular economy concept and how does it contribute to achieving the Sustainable Development Goals?

- Applying circular economy principles is an integral part of the European Green Deal, as a solution for waste-free production, reducing the use of limited natural resources and the amount of waste discarded in the environment, with which the impact on the climate and greenhouse gas emissions are reduced. The Elixir Group began developing the circular economy in 2019 and has to date invested approximately 20 million euros in applying the concept of the circular economy to the business model of the chemical division. In this way – observed through the lens of the 5R hierarchy of waste management (RefuseReduce-Reuse-Recycle-Recovery), where the most desirable option is not to generate waste at all, and the least desirable is to dispose of waste in the natural environment – we also contribute with the concept we apply through the reuse of recyclable chemicals as raw materials (Reuse), but we also remain open to other methods of treating or recycling materials that our industry can reuse as raw materials. Long-term competitiveness on the European and world markets is inextricably linked to the applying of the circular economy, which is also an integral part of our decarbonisation strategy. Although this is a relatively new area in modern industry, it is already being applied in a big way and most of our European competitors operate according to the same principles. Elixir Group’s ambition is for us to become Europe’s first carbon neutral player in the industry of phosphoric acid and mineral NPK fertilisers by 2030.

I.D. CARD WORTHY OF ADMIRATION

With more than 1,900 employees across 12 member companies organised within the framework of three divisions, Elixir Group is a leader of the chemical industry in Southeast Europe. Representing the heart of the group is its Prahovo factory for the production of phosphoric acid, which is one of just six such plants in Europe. With a chemical division producing a million tons of products, Elixir Group is present on over 85 markets around the world and its exports account for 70% of total production. In terms of quantities sold, its most significant market is that of the EU, which is the final destinations for around 50% of the total exports of Elixir Group’s chemical division. It produces phosphoric acid at a level of 300,000 tons annually, with part of that total exported and part used for the production of complex mineral NPK fertilisers. Its factories in Šabac and Prahovo have a total annual production capacity of 600,000 tons. The chemical division’s development plans are to increase phosphoric acid production, master higher stages of processing and thus produce new products for the global market.

It’s Right To Be Back

Humankind finds itself at a kind of tipping point as a result of the tectonic shifts caused by the rapid development of artificial intelligence. Many industries will have to adapt to new trends

To find out how the PR industry envisages its “collaboration” with artificial intelligence and whether a good worker can be replaced by a computer system, we spoke with Miljan Perović, new Client Service Director at PR agency Right.

You’ve returned to PR agency Right, this time in the position of client service director. What does your return to the agency mean to you and do you see it as the start of a new era or the continuation of something launched previously?

This is definitely a new start for me, first and foremost because I’m no longer in an account position responsible for leading a certain number of clients in the agency, but rather an exceptionally responsible role that requires dedication, knowledge and skills, but also daily communication with all clients, in order to understand and fulfil their requirements in the best possible way. I’ve spent almost an entire decade working in the communications field, and during that time I’ve had an opportunity to find myself at the epicentre of the entire palette of situations brought by this dynamic job, and I consider this as being the ideal juncture to stride forward in my career and to do so precisely with this kind of leadership position, in the very place where I began my career in the PR industry eight years ago. I would also like to add that it is an honour and a pleasure for me that such fresh beginnings are happening in the year that sees agency Right celebrate an important jubilee in the form of its 20th anniversary.

Many industries fear the rapid development of artificial intelligence, which is predicted to consign many professions to oblivion.

How do you see AI in the scope of the PR industry; as a threat or an opportunity?

We are witnessing a major revolution when it comes to the future of numerous professions that could potentially be threatened by artificial intelligence. However, I con-

sider that AI should be viewed as an ally, not an adversary. One can initially get the impression that artificial intelligence will “upset the apple cart” in the PR industry, primarily because of AI’s ability to articulate meaningful texts, which can be used for direct marketing to the public practically without major corrections. And when I say “major corrections” I’m primarily referring to the aspect that AI does not possess, at least not yet, and that relates to emotions. Humans are emotional beings, and as such create messages based on emotional experiences, and are much better able to assess what kind of emotion they should induce in a certain target group than artificial intelligence. My view is that people in the PR industry now have a new tool at their disposal and that they can exploit its potential in a very wise way, achieving impressive results and establishing new global market trends through adequate “cooperation” with artificial intelligence.

What do you consider as being a PR agency’s most important resource?

I believe that employees represent the backbone in all industries, not just PR. They form the core of every organisation and – with their skills, knowhow, energy and dedication – achieve results that ultimately lead to a company’s success. I am not an advocate of the notion that every worker is replaceable, and testifying to that is the current state of the market, where real battles are being fought over high-quality candidates. That’s why I consider it essential to constantly nurture and motivate high-quality workers in such a way that they feel a sense of belonging and appreciation for their contribution to the company’s success.

My view is that people in the PR industry now have a new tool at their disposal and that they can exploit its potential in a very wise way, achieving impressive results and establishing new global market trends through adequate “cooperation” with artificial intelligence

When Loyalty Is More Than Just A Word

Competition among Belgrade’s shopping centres has been raised to a new level with the loyalty programme launched by Ada Mall. This shopping centre also won a prestigious digital transformation award for its pioneering Ada Mall Loyalty Club project

Ada Mall GM Alex Linchev didn’t hide his sense of satisfaction over his shopping centre having become the first to offer such a programme. We spoke with him to discuss all the details of this revolutionary project in Serbia.

Which of the huge number of convenient advantages that your Loyalty Club provides to shoppers, which would you single out as being the most significant?

The Ada Mall Loyalty Club was launched in early 2021 and is the first of its kind in the region. It represents a loyalty platform on two levels (Basic and VIP) and generates almost 14% of the shopping centre’s total turnover (excluding food and services).

The programme has attracted almost 70% of tenants, who have joined the programme with their discounts. Interestingly, membership in the Ada Mall Loyalty Club is free of charge, while an app is also available for iOS and Android devices.

The entire programme is driven by our strong conviction that shoppers who visit Ada Mall on a daily basis deserve to be rewarded for their loyalty. The more you buy, the more points you earn, and that also gives you a chance to win valuable prizes – for free!

You can dine, watch movies or go shopping, and every receipt that you scan yourself, or with the help of our kindly girls at the Info desk, earns you Ada Loyalty Club points that you can exchange for very valuable prizes.

Which part of the loyalty programme makes you particularly proud?

Firstly, apart from points, the Ada Mall Loyalty Club also offers gifts, vouchers with a total value exceeding 150,000 euros, customised discounts for basic

We invested our hearts and minds into creating the most convenient app possible, and the membership base of the Ada Loyalty Club has grown from 3,000 to over 45,000 users, launching a revolution in interactions between shopping centres and their visitors

and VIP cards, and even events organised exclusively for club members.

Secondly, we’ve rewarded our loyal shoppers by providing additional benefits with our partners, such as Air Serbia, Opera & Theatre Madlenianum, the MediGroup private healthcare system, Markoni bike rental and others.

Negotiations are also underway with several other friends of ours, including travel agencies, museums and resorts.

How would you comment on the digital transformation award that you received recently?

We are extremely proud that we are the only shopping centre in Serbia to have received this significant award and that we are recognised as a leader in digital transformation. We invested our hearts and minds into creating the most convenient app possible, and the membership base of the Ada Loyalty Club has grown from 3,000 to over 45,000 users, launching a revolution in interactions between shopping centres and their visitors. We will continue striving to improve our app, but will also listen to our shoppers and implement their suggestions, because the Ada Mall Loyalty Club was designed for them.

ALEX LINCHEV, GENERAL MANAGER, ADA MALL SHOPPING CENTRE

KAREN S. LYNCH / CVS HEALTH CEO

Combining Passionate Leadership And The Championing Of Change

Born in the Massachusetts town of Ware in 1963, this businesswoman’s career highlights include becoming the first ever female president of American managed healthcare company Aetna in 2015 and the highest-ranking female chief executive on the Fortune 500 list in 2021. Apart from being the

current president and CEO of CVS Health, she also serves on the boards of AHIP (a political advocacy and trade association of health insurance companies) and financial services company U.S. Bancorp, while she has previously held executive positions at Magellan Health Services and health insurance company Cigna.

At the root of all this business success, however, hides personal tragedy that turned the young Miss Lynch’s world upside down and instilled in her a burning desire to change the face of American healthcare for the better.

It was while she was attending Ware Junior School in 1975, at the age of 12, that her mother,

who had been raising her and her three siblings as a single mother, took her own life. This shocking event had a profound impact on the young Karen, but it wasn’t this tragic loss that compelled her to pursue a career in healthcare – that would come a decade later.

As she explains: “My journey in healthcare began when I lost my mother to suicide at the age of 12. My three siblings and I were raised by my aunt, who was a single mother with a son of her own. My aunt was my mentor, my role model and the strongest person I knew. In my early 20s, we lost her to a combination of emphysema, lung cancer and breast cancer, and that was the inflection point when I decided to dedicate my life and career to the pursuit of better healthcare.

“Ironically, I was motivated most by a sense of frustration and helplessness. I didn’t know what to ask the doctors, what to do when she was in physical pain or how to effectively navigate a confusing and complicated system of care. I wanted to prevent others from feeling the same, and the determination I felt to improve a broken system still drives me today. This early experience taught me that, through the most painful times in our lives, we often discover our strength and purpose.”

After her mother’s untimely passing, Karen continued to attend Ware Junior/Senior High School, graduating in 1980, and subsequently enrolled in Boston College’s Carroll School of Management, where she earned her bachelor’s degree in accounting and gained Certified Public Accountant (CPA) certification. Remaining in Boston after graduating, she took the first steps in her financial career at the Boston office of Ernst & Young, specialising in insurance. She would go on to spend nearly a decade working in insurance, before boldly opting to wipe the slate clean and head back to graduate school to enrol in MBA studies, citing a desire to broaden her financial background and gain more exposure to the business aspects of running a company.

“Like life itself, careers rarely run their course in a linear or logical way. While I was working as

an auditor early in my career, I learned a great deal about finding my voice in the business world, but I longed to bring my sense of empathy, purpose and desire to improve the lives of others to my professional life. By drawing inspiration from my aunt, I found the courage to pivot my career. It was a risk to pursue a different path, but one worth taking to follow my passion.

“Even then, healthcare was incredibly personal to me. After the loss of both my mother and aunt, I realised that healthcare needed to change, to become more accessible and inclusive of mental health. These experiences drove my passion to transform care to treat the whole person, not just the patient, throughout their entire health journey. Health is more than just the physical, and our health is greatly impacted by our mental health, as well as other factors like behaviour and environment, but in order to treat health effectively and comprehensively, we need to ensure people can access the care they need, when they need it.”

She had amassed both ample experience and the relevant qualifications required to rise through the ranks of the business world and achieve the impact that she so passionately desired, but little did she know that it would be her physical stature and personal style that would prove more of a hurdle than her business prowess and financial acumen.

“I knew climbing the ranks in my career wasn’t going to be easy, but I wasn’t expecting one of the obstacles I would face to be entirely unrelated to my work ethic or ability to deliver results. Early in my career, when I was being considered for my first senior position, I was told I didn’t fit the executive profile despite meeting all the qualifications. The hiring manager told me I was too short, too blonde, my voice wasn’t deep enough, and I wore too much pink. In other words, my femininity was a problem. But I didn’t give up. I was going to honour my aunt’s example of strength and perseverance. I told the interviewer I had no intention of changing and, ultimately, I landed the job. Being authentic and staying true to who you are is important, not just in your career, but in everything that you do. And, for the record, I still love to wear pink!”

Karen was appointed president of Cigna Dental in 2004, before being promoted the very next year to a new position combining the leadership of Cigna Group Insurance and Cigna Dental. She would remain with Cigna for another

I’m using my experience and knowledge to shift the healthcare system from “sick care” to holistic care… Health is more than just the physical, and our health is greatly impacted by our mental health, as well as other factors like behaviour and environment

Behind every successful businesswoman lies a unique story; a timeline of choices and experiences that propelled her towards pursuing a specific career; role models and guiding lights who helped her develop the fortitude and resilience required to endure tough times, and the drive to continue advancing with passion. CVS Health CEO Karen S. Lynch is one such woman

four years, before becoming president of Magellan Health Services in 2009 – a position she held for three years. She took on the role of executive vice president and head of Specialty Products at Aetna in 2012, and just three months later led the integration of Coventry Health Care, which was then the largest ever healthcare acquisition. She retained the position of Lynch company president, which she’d taken on in 2015, through the $70 billion acquisition of Aetna by CVS Health in 2018.

Having by then held a number of top positions in the sector, Lynch found herself in a strong position to champion the changes to the healthcare system that had first motivated her to enter the sector all those years ago. And still she drew inspiration from her late aunt.

“Among the many lessons learned from my aunt is the importance of giving back. I’m using my experience and knowledge to shift the healthcare system from “sick care” to holistic care

Business Accolades

through better care coordination at the local and community level. Ultimately, we need to understand that healthcare is human care. This means understanding people and their specific health needs where they live and work. That is why I’m pushing our company to be a closer, more trusted partner in individuals’ overall wellbeing, so that we can help them achieve their goals and live the life they desire.

Karen S. Lynch was included in 2021’s inaugural Forbes 50 Over 50 list of female entrepreneurs, leaders, scientists and creators aged over 50. She was awarded the 2021 Committee for Economic Development Distinguished Leadership Award and also ranked number one on Fortune’s Most Powerful Women in Business list. A former honorary co-chair of the Komen Connecticut Race for the Cure benefiting breast cancer research, she was listed among Fortune’s 50 Most Powerful Women in Business in 2022 and included on TIME Magazine’s 2023 TIME 100 annual list of the world’s top hundred most influential people

“Being a trusted partner in one’s health means understanding all aspects of health, including the impact of mental health on physical health. Knowing that mental health increases the risk of other medical conditions, it is important we treat mental health issues in tandem with physical illness. I continually advocate for greater awareness and education of mental health, so that those suffering have access to the services they need and the promise of a healthier future.”

Karen shares her passion to advance the treatment of mental health with her husband Kevin M. Lynch, who is the founder, president and CEO of the Quell Foundation, a non-profit that strives to remove the stigma around mental health and reduce the number of suicides, overdoses and incarcerations of those with mental illness.

Karen took the helm as president and CEO of CVS Health in early 2021, at the height of the pandemic, thereby becoming the highest-ranking female CEO on the Fortune 500 list. And she has never been in a better or more authoritative position to guide the historic changes taking place in the healthcare industry and the transformation of the healthcare experience for everyone. And she is convinced that she can see it happening in front of her eyes: “we are working to build a healthier world. It’s a noble and audacious goal; people can really rally behind it and we’re seeing that every day.”

As a self-professed change agent, Karen is also successfully juggling her leadership role with that of a veritable industry rabble-rouser. “I like to create change and execute on that change,” she says, “but in my view an effective leader is willing to listen to other people’s ideas before charging down the path of change.”

She is also keen to see more women rising through the ranks of executives, simply because that has today become a tried and tested element in doing business successfully.

“I am passionate about increasing the number of women in leadership roles, not only because high performing women deserve equal access to opportunity, but because the inclusion of women in these roles is proven to be better for business. If my own experience is an example, my interactions with healthcare have given me many insights into why and how we must improve the sector. Finally, I would encourage all women to be true to themselves; to refuse to settle, to follow their passion, and to bring their authentic selves to every role they have.”

Being authentic and staying true to who you are is important, not just in your career, but in everything that you do. And, for the record, I still love to wear pink!

ŽOLT LAZAR, DOCTOR OF SOCIOLOGICAL SCIENCES AND MASTER OF POLITICAL SCIENCES, TENURED PROFESSOR OF THE UNIVERSITY OF NOVI SAD FACULTY OF PHILOSOPHY; PRESIDENT OF THE SERBIAN SOCIOLOGICAL SOCIETY, MEMBER OF THE AMERICAN ANTHROPOLOGICAL ASSOCIATION (AAA), INTERNATIONAL MEMBER OF THE HUNGARIAN ACADEMY OF SCIENCES (MTA)

Iam a descendant of craftsmen and farm workers, the son of a lawyer and a teacher. I was born in the old urban core of Novi Sad, so being a Novi Sad native was, and remains, my primary collective identity. Behind the successes I’ve achieved in life stands, first and foremost, the love, understanding and support of my mother, as well as her ability to harmonise my interests and obligations in childhood and early youth with my age. She claims that I had already declared in my early teen years that I would deal with cultural anthropology. That didn’t prove completely successful for me, but I’m nonetheless satisfied: the sociology of culture and religion are certainly scientific disciplines in which I found myself. In my youth, the search for the that which isn’t plainly obvious often intertwined with

Serbian Society Can Transform Sustainably

I remain moderately optimistic despite this, and consider Serbian society as also having the capacity to make a sustainable transformation, especially if citizens manage to rein in the trend towards postmodern conceit, arrogance and egocentrism. They won’t be able to do so when it comes to the consumer mentality, which has long since broken free of any control, and not only in our country

an interest in esotericism, mysticism and secret societies, which resulted in some serious scholarly papers in my academic career addressing the areas of occultism, freemasonry, primitive magic and superstition. Nonetheless, my more serious professional engagement began in politics: as a member of the last ever convocation of the presidency of the League of Socialist Youth of Yugoslavia from 1988-90, while I also bore

Sociology could certainly do much more to increase our understanding of ourselves and the society in which we live, in the case that there was greater interaction with state institutions, primarily educational and political institutions, but also with the public

witness to the socio-political processes that inevitably led to the disintegration of the Socialist Federal Yugoslavia. And as a then member of the Yugoslav Forum for Human Rights, I was certain that we faced a long and arduous road to create civic individualism in post-Yugoslav societies. In accordance with that, social transition continues to be a sociological laboratory in which Serbian sociologists are also engaged, investigating problems ranging from the anomic and criminalised legacy of the 1990s to those leading to the recent tragic events that shook Serbia to its core. Serbian

sociologists, along with psychologists, in their scientific papers – which in the vast majority of cases are the result of work on projects actually funded by the state – have long indicated problems and processes that encourage increased violence, but also the social causes of fatal apathy towards that violence. Sociology could certainly do much more to increase our understanding of ourselves and the society in which we live, in the case that there was greater interaction with state institutions, primarily educational and political institutions, but also with the public. I remain moderately optimistic despite this, and consider Serbian society as also having the capacity to make a sustainable transformation, especially if citizens manage to rein in the trend towards postmodern arrogance and egocentrism. They won’t be able to do so when it comes to the consumer mentality, which has long since broken free of any control, and not only in our country.

I believe one can live a full and rich life even under modest economic conditions. I find satisfaction in my profession, in my work with students and in their success. Despite my age, I still strive to advance my abilities, skills and knowledge, and I still cultivate some useful habits from my youth, such as physical activity, enjoyment of the arts – particularly music – and reading. Reading... we are failing to pass on that most useful and civilising habit to the younger generations, and I must admit that this concerns me much more than political divisions in Serbia.

Europe’s 7 Most Endangered Heritage Sites 2023

The list of the 7 Most Endangered monuments and heritage sites in Europe for 2023 – which marks the 10th anniversary of this innovative programme – was announced by Europa Nostra, the European Voice of Civil Society Committed to Cultural and Natural Heritage, and the European Investment Bank Institute

The selection was made on the basis of the outstanding heritage significance and cultural value of each of the sites, as well as the serious danger that they

are facing today. The level of engagement of local communities and the commitment of public and private stakeholders to saving these sites were considered crucial added values. Another selection

criterion was the potential of these sites to act as a catalyst for sustainable socio-economic development as well as a tool for promoting peace and dialogue within their localities and wider regions.

KORTRIJK RAILWAY STATION, Kortrijk, BELGIUM

Built in 1839, following the European trend of Neoclassicism, the first railway station in Kortrijk was heavily bombed in 1944. The station was rebuilt in 1951 to a new design by the architect Pierre Albert Pauwels, one of the most important figures in Belgian contemporary architecture. The rebuilding of the station followed the Expo 58 style, a “discussion” between neoclassical and contemporary elements.

The iconic building is now threatened to be demolished to make space for the development of a new station. The local community has been campaigning against the demolition and for the sustainable conservation and development of this architectural landmark.

The Advisory Panel of the 7 Most Endangered Programme stated: “The Kortrijk Railway Station is a unique architectural piece and a well-preserved example of Belgian railway heritage. The recent reconstructions of other Belgian railway stations demonstrate that saving the existing architecture combined with modern additions and functions, go perfectly well together.”

The nomination to the 7 Most Endangered Programme 2023 was made by the Flemish Association for Industrial Archaeology, with the endorsement of Europa Nostra Belgium.

Europa Nostra Kortrijk Railway Station, Kortrijk, BELGIUM Credits: Courtesy of the Flemish Association for Industrial Archaeology

PARTISAN MEMORIAL CEMETERY, Mostar, BOSNIA-HERZEGOVINA

Designed by the famous Yugoslav architect Bogdan Bogdanović, the Partisan Memorial Cemetery is one of the largest anti-fascist monuments in the Balkans. Built in 1965 in the town of Mostar, it features some 700 tombstones as grave markers of freedom fighters from the Yugoslav Partisan movement.

The Partisan Memorial Cemetery has become one of the region’s contested heritage sites. This has resulted in repeated acts of vandalism up until June of 2022, which received widespread condemnation. This exceptional memorial site urgently needs a holistic plan for its conservation and maintenance with a corresponding funding.

The Advisory Panel of the 7 Most Endangered Programme commented: “(...) The Partisan Memorial Cemetery in Mostar is an outstanding example of the high-quality commemorative culture rooted in anti-fascist ideals within SFR Yugoslavia. At the time when Europe seeks to assert and put a much stronger emphasis on the vital importance of the shared values which form the very basis of the entire European project, this significant place of memory located in the Western Balkans should be restored with the support of local, national and European funds, and protected for present and future generations.”

The nomination to the 7 Most Endangered Programme 2023 was made by IDEAA Mostar with the endorsement of the Mayor of Mostar, the Galerija DESSA and Europa Nostra Serbia.

TCHAKVINJI FORTRESS, Zugdidi, GEORGIA

Located in the city of Zugdidi, the Tchakvinji Fortress was constructed between the 2nd and 5th centuries BC and remained in use until the 18th century. Since the Hellenistic period, the fortress has been related to the silk roads. The monument was a vivid part of the history of Georgia in the region, since it also served as a shelter for the locals during the pre-revolution period of Tsarist Russia.

Abandoned for over two centuries, the Tchakvinji Fortress has suffered from deterioration and has been exposed to severe weather conditions. The academic community of Georgia has been well engaged in activities around the fortress since excavations took place there in 1968-69. The excavations showed that there was continued habitation at the site since the Late Bronze Age, reinforcing the heritage significance of the landscape.

The rescue of this Monument of National Significance would act as a catalyst for sustainable socioeconomic development of the region.

The Advisory Panel of the 7 Most Endangered Programme agrees with the nominator that “the proximity to the historic city of Zugdidi and to the Black Sea Coast should be foregrounded as a source of international and local tourism”.

The nomination to the 7 Most Endangered Programme was made by the Georgian Arts and Culture Centre (GACC), Europa Nostra’s country representation in Georgia. It has the support of the City Hall of Zugdidi Municipality, owner of the site, and other local partners.

Partisan Memorial Cemetery, Mostar, BOSNIA-HERZEGOVINA © Urban house IDEAA (2022)

Tchakvinji Fortress, Zugdidi, GEORGIA © City Hall of Zugdidi Municipality

European Heritage

SISTERS’ HOUSE ENSEMBLE, former Moravian settlement in Kleinwelka, GERMANY

Built in the mid-18th century, the Sisters’ House Ensemble is located in Kleinwelka, a former Moravian settlement in Saxony, Germany. The Moravian community, founded in the early 18th century, originates from religious refugees from Moravia in today’s Czechia. The sisters lived together and shared their religious faith. They set up an education system and ensured substantial health care for themselves and locals. The sisters were also active in the wider community of Kleinwelka and the rural area beyond.

The Moravian settlement began to decline by the 20th century. Tenants started gradually moving out due to low housing standards. Since then, the abandoned ensemble of buildings has been hardly used and has fallen into decay.

The Advisory Panel of the 7 Most Endangered Programme emphasised: “(...) Once restored, the Sisters’ House Ensemble could present local history and serve a variety of social activities of local, regional and cross-border importance. A very committed support association strives to contribute to such development.”

Europa Nostra Germany nominated the site to the 7 Most Endangered Programme 2023 with the support of local and international organisations, such as the Friends of Schwesternhaus e.V., the City Council Bautzen, the State of Saxony, the Technical University Dresden and the Prussian Cultural Heritage Foundation.

MEMENTO PARK, Budapest, HUNGARY

The Memento Park is a history museum, artistic action ground and tourist attraction – the resting place of statues which used to symbolise communist ideology in the streets of Budapest between 1945 and 1989. During the change of the political system in 1989-90, the public in Eastern European communist regimes turned radically against reminders of that era. In Hungary, a unique political and societal compromise initiated the relocation of unwanted public propaganda statues. The design competition to relocate 41 artworks was won by the architect Ákos Eleőd. Opened in 1993, Memento Park is Europe’s first, and until today only, propaganda statue collection within a politically neutral setting.

The Advisory Panel of the 7 Most Endangered Programme highlighted: “(…) Have the monuments served their aim of reconciliation with the past? Certainly, their condition is beginning to fade with the memory. Is the curiosity of strangers sufficient? Should younger generations be reminded? Can artistic skills be objectively appraised without the associations of regime? Is the Hungarian approach to dissonant heritage a model for Europe? These are the challenges, and perhaps the opportunities, posed to Memento Park, one of 7 Most Endangered heritage sites in Europe for 2023.”

The Memento Park has been operated and maintained by a business organisation, with support of a public benefit foundation since 2007. The operators undertake general maintenance, but income is insufficient for expert conservation.

The nomination to the 7 Most Endangered Programme 2023 was made by the Monumentum Public Benefit Foundation and endorsed by ICOMOS Hungary and the Budapest History Museum.

Sisters’ House Ensemble, former Moravian settlement in Kleinwelka, GERMANY © C. Kumpe, Förderverein Schwesternhäuser e.V. (2009)

Memento Park, Budapest, HUNGARY © Premier Press Kft. / Monumentum KHA / Memento Park

WATERMILLS OF BISTRICA, Petrovac na Mlavi, SERBIA

The Watermills of Bistrica are a unique complex of historic mills for grinding grain and rolling cloth created between the 19th century and the mid-20th century, located in the village of Bistrica in Eastern Serbia. The architecture of the watermills presents the folk characteristics of Balkan rural structures, namely small-scale and wooden constructions.

“Together with other residential, spiritual and commercial buildings of vernacular architecture, the Watermills of Bistrica form a unique rural landscape, bearing witness to the important process of food production once present throughout Europe. Even though some watermills are still in function, the whole complex of Watermills of Bistrica is degrading due to natural factors, such as floods, and also due to lack of maintenance. With proper restoration, interpretation and a sustainable cultural tourism plan, the Watermills of Bistrica could become a great example of successful heritage revitalisation bringing multiple benefits to local community and economy”, said the Advisory Panel of the 7 Most Endangered Programme.

The Watermills of Bistrica were nominated to the 7 Most Endangered Programme 2023 by the local community – with the support of the local “Native Museum” and the Assembly of Millers of the Region, in collaboration with the Tourism Organisation of the Municipality of Petrovac na Mlavi – and with the endorsement of Europa Nostra Serbia.

CULTURAL LANDSCAPE OF SVETI STEFAN, Paštrovići, MONTENEGRO

Sveti Stefan is a 15th-century fortified town, built as the cultural and administrative heart of the Paštrovići region. The 1.2-hectare islet, with its stone houses, churches, streets, lanes, squares and gardens, is connected by a low bridge to the mainland in close proximity to Miločer Park.

The main threat to the cultural landscape of the Sveti Stefan and Miločer is the uncontrolled development of tourism and real estate facilities inside the site area.

The Advisory Panel of the 7 Most Endangered Programme noted: “Despite Sveti Stefan having National Cultural Heritage Classification (...), the Montenegro State has almost half privatised this national treasure and disenfranchised its own citizens from their own public domain. Unauthorised building and site changes are altering the whole aspect of the site. The popular and public summer theatre has been closed and dismantled. Public access to Sveti Stefan old town and other parts of the site has been forbidden, even during winter months when the hotel is closed, making it impossible for locals and non-hotel guest tourists to enjoy this cultural landscape. (...)”

The nomination to the 7 Most Endangered Programme 2023 was made by the group of citizens “Initiative for Sveti Stefan”. The authorities in Montenegro are urged to limit the development of tourism and real estate facilities inside the site area. The nominator suggests the creation of a cultural centre to host a local museum and cultural activities, in combination with certain existing hotel facilities.

Cultural Landscape of Sveti Stefan, Paštrovići, MONTENEGRO © Ivan Cucuk

Watermills of Bistrica, Petrovac na Mlavi, SERBIA

Photo: Courtesy of Tourism Organisation of the Municipality of Petrovac na Mlavi

Enthusiasm, Dedication And Virtuosity

In the year that sees the Belgrade Philharmonic Orchestra celebrate its centenary, we look back at the wonderful maestros and artists who’ve woven their lives into the very foundations of this institution and talk to chief conductor Gabriel Feltz about his vision for the new century of the Belgrade Phil

Any overview of the beginnings of the Belgrade Philharmonic simply must start with one of the most important Serbian composers and conductors, Stevan Hristić, who initiated and founded the Belgrade Philharmonic Orchestra, and soon became its artistic director and chief conductor. The first official concert was held on 13th June 1923, but this institution initially recorded modest

results, though it was entirely dependent on the enthusiasm of volunteer musicians.

Hristić’s successor, conductor Lovro Matačić, contributed to raising the Belgrade Phil’s performance levels, and thus its reputation. During his tenure, the orchestra’s repertoire included Wagner’s Parsifal and works by Stravinsky, Shostakovich and other Slavic composers. It was also then that cooperation was established with orchestras in the

region: the Zagreb and Slovenian Philharmonic, and the Belgrade audience received its first opportunity to hear the Philharmonic perform under conductors Dimitri Mitropoulos and Josef Krips, with pianists Alfred Cortot, Carlo Zecchi, Nikolai Orlov and Nikita Magaloff, violinist Georg Kulenkampff, cellists Pierre Fournier and Enrico Mainardi, as well as vocal artists Zinka Kunc, Bahrija Nuri Hadžić, Melanija Bugarinović,

Photo Srdjan Stevanovic

Nikola Cvejić and Josip Rijavec.

Following the halting of operations during World War II, the Philharmonic held its first postwar concert on 7th November 1944, just eighteen days after the liberation of Belgrade. Respected and influential composer and conductor Oskar Danon took over the leadership of the ensemble, and the Belgrade Phil’s repertoire reflected important events of the time – ceremonies, congresses, anniversaries, but also various formal state events.

A new page in history was inscribed in the year 1951, when the orchestra gained official autonomy, was renamed the Symphonic Orchestra of the People’s Republic of Serbia and received a new chief conductor in Krešimir Baranović. During the decade of his tenure as artistic and administrative director, the orchestra solidified itself as an ensemble, established regular performances and performed in cultural centres, schools, cinemas, and even factory halls nationwide throughout Serbia, as well as making guest appearances abroad. It was during this period, in 1958, that Zubin Mehta, great friend of the Belgrade Philharmonic, conducted the Belgrade Philharmonic Orchestra for the first time, as the laureate of that year’s Liverpool International Conducting Competition.

Baranović was succeeded by Živojin Zdravković, whose name is associated with some of the most successful years in the century of the Belgrade Philharmonic, when it became the country’s most

PRIDE AND PRIVILEGE

I have been collaborating with the Belgrade Philharmonic for seven years and I’m very happy in Belgrade. As the chief conductor of this orchestra, I have one important message: the Belgrade Philharmonic is a cultural treasure of Belgrade and Serbia and it deserves all forms of support, at all levels. The orchestra’s musicians are special people who give their all, displaying every emotion and all of their talent in an effort to preserve their prowess that is of incalculable importance to the culture of a country. I also think the call to hire a new director of the Philharmonic should be implemented as soon as possible, because that will determine the future of this orchestra.

I am very proud of the concert season under the heading ZAuVek [FORaCENTURY / FOREVER], dedicated to commemorating the jubilee, during which we will celebrate the centenary from

important ambassador of culture and a bridge between East and West. It was during this period that the Belgrade Phil hosted great artists, such as conductors Rafael Kubelík, Igor Markevitch, Sir Malcolm Sargent, Karl Böhm, Leopold Stokowski, Kirill Kondrashin, Gennady Rozhdestvensky, Zubin Mehta, John Barbirolli, Rudolf Kempe, Charles Dutoit, Neeme Järvi, Aaron Copland, violinists Yehudi Menuhin, David Oistrakh, Isaac Stern, Henryk Szeryng, Leonid Kogan, Gidon Kremer, cellist Andre Navarra, pianists Arthur Rubinstein, Maurizio Pollini, Sviatoslav Richter, Aldo Ciccolini, Gina Bachauer, Emil Gilels, Yvonne Loriod, flutist Jean-Pierre Rampal and others. Next came more international guest appearances and tours, while significant recordings were made by the orchestra for local record labels, and subsequently for world-renowned record labels like Philips, Decca and Electrola.

The wars of the ‘90s represented one of the darkest and most difficult periods in the history of the Belgrade Phil, but the new millennium brought this institution under the leadership of Ivan Tasovac, as director, who would soon elevate its status to that of a symbol of high artistic quality and modern organisation. His most important collaborators along the way were his chief conductors, firstly Uroš Lajović, then Dorian Wilson, Muhai Tang and, since 2017, Gabriel Feltz. Outdoor concerts, the highest-attended classical music concerts in the Balkans, have served to demonstrate that the modern, reformed ensemble of the Belgrade Philharmonic Orchestra is one of the most successful institutions of culture in the country and around the region.

A large number of renowned international artists perform with the Belgrade Phil today, such as conductors Jiri Kout, Zubin Mehta and Bruno Weil, pianists Nikolai Lugansky, Denis Matsuev, Nicholas Angelich, Elisabeth Leonskaja and Barry Douglas, violinists Ivry Gitlis, Sarah Chang, Renaud Capuçon, Vadim Repin, Sergei Krylov and Nemanja Radulović, cellists Gautier Capuçon, David Geringas, Sol Gabetta, Mischa Maisky, Maja Bogdanović and Narek Hakhnazaryan, as well as many other artists, while the orchestra’s repertoire continues to be expanded and enriched constantly.

September 2023 to June 2024. It is particularly important that we will also be celebrating this century of the philharmonic’s pride in the most important European centres, because one of the main events of the centenary jubilee is a European tour of Austria and Germany. The Belgrade Philharmonic will perform in Vienna’s famous Musikverein, which is a great success and a privilege reserved for the best orchestras, then subsequently in Stuttgart, Viersen and Wiesbaden, from 4th to 10th November. At a time when even the greatest orchestras aren’t touring, this is a great success for the Belgrade Philharmonic and I joyously look forward to leading this tour, during which we are performing together with our wonderful Nemanja Radulović.

From the celebratory season, I would single out the first performance on 15th September – the concert “For Tasa” and the performance of Gustav Mahler’s monumental Symphony No. 3, which runs for a hundred minutes. Ever since I arrived at

the Belgrade Phil, I’ve wanted us to perform one great work in Belgrade, and that will happen on 19th January, 2024, with Johann Sebastian Bach’s Mass in B minor, the Hohe Messe, and the guest performer will be the famous Czech Philharmonic Choir of Brno. The Philharmonic performed an entire opera for the first time this season – Puccini’s Tosca – and next season, on 7th June, that will be Puccini’s Madama Butterfly. Last year’s philharmonic marathon, during which we performed all Beethoven symphonies in Novi Sad and Dortmund in just one day, turned out to be a fantastic idea, which is why we will have mini festivals in the new season - all Rachmaninoff’s concertos for piano and orchestra will be performed by the Belgrade Phil on 15th December, together with pianists Marie-Ange Nguci, Olga Scheps and Anna Fedorova. Another exclusive is that the Belgrade Phil will perform all four Brahms symphonies, for the first time that’s been done in the world, on 5th April.

MAESTRO GABRIEL FELTZ, Chief Conductor of the Belgrade Philharmonic

IN HISTORY, THE BEST TOLD STORY WINS

He was aged just 15 when he became the youngest student of the University of Belgrade, a record he still holds to this day. Having become a doctor of historical sciences in his 30s, he has long been the director of the Institute of Contemporary History and the most popular professor at the Singidunum University Faculty of Media and Communications. The author of around a dozen books that interpret and explain, in an interesting way, some chapters of contemporary history, he is often invited as a guest in televised debates, as a reliable witness of the times. He is currently among the vice presidents of the Socialist Party of Serbia

By Radmila Stanković

Predrag J. Marković (1965) was born and raised in Belgrade, where he grew up as the middle child of three (he has an older sister, Danica, a professor at the Faculty of Veterinary Medicine in Belgrade, and a younger sister, Milena, a playwright who lectures at the Faculty of Dramatic Arts and won the NIN award for the novel Children, which the jury declared as being the best novel in Serbia in 2021).

“My family and childhood are among the best known imaginable. That’s because my sister Milena described our childhood in painful detail. She exposed the life of my family so much with that unusual novel that she wrote that I don’t know what I would add.”

He describes his family as having belonged to the new socialist middle class. His father, Jovan, hails from a rural family, while his mother, Milka, was born into ‘the most terrible Lumpenproletariat family’, as he describes himself. His mother had a career as a Russian language teacher, while his father was, and remains, a devoted cinephile, screenwriter and the first private producer in Yugoslavia.

“I grew up in New Belgrade. None of my friends’ parents were from Belgrade. They were mostly lower ranked officers or employees in culture and various federal institutions... New Belgrade was no ghetto, which is also a lie. New Belgrade was a fortress of the socialist middle class. I only met upper echelon urban families for the first time when I married in old Belgrade, and they were really something different. There were several different types of middle class at that time, and I would divide them into at least two: the old middle class, as remnants of the pre-World War II period; and the new middle class raised under socialism.”

This historian cites numerous examples and scientific knowledge to show how much socialism created opportunities for education. He also exposes some misconceptions that still exist today when people talk about ‘old Belgrade families.’

“Only the elites leave tracks behind. What we know about those families we know from the books of Stevan Jakovljević, Svetlana Velmar Janković or Slobodan Selenić, and that is the very cream of the crop of several hundred

families of the society of that time. And yet we know nothing about those families that lived in hovels, with an outdoor squat toilet behind their house. Most Belgraders lived in courtyard houses, with a drinking fountain in the yard and a squat toilet in the middle. And alongside it was obligatory to plant geraniums that would neutralise the stench.”

When it comes to the great fortunes made in the interwar period, and generally after every war, Marković says that they are war profiteers and that there hadn’t been many very wealthy people in the Kingdom of Serbia, as can be seen in the buildings erected at that time.

“Belgrade only ‘exploded’ in the 1920s and ‘30s, when a lot of money came into the city

and many people got rich. And it seems that the most common investment was in buildings that yielded a return on the investment in five or six years, which was an incredible opportunity to generate wealth. The real boom began in 1918, with people constructing building after building, and Belgrade grew much more in the interwar period than it did after World War II.”

Predrag lectures in several subjects at Singidunum University’s Faculty of Media and Communications, and the ‘History of Family’ subject is one that also implies students talk to their grandmothers about their youth and life. And, according to him, grandmothers mostly lie. They describe what was not. They create an idyll that people want to believe in retroactively. Of course, there are families that raise children with better manners than others.

“You also have that which psychologists call resilience, hardiness. Some children are like kittens – no matter how you throw them, they will land on their feet. Some children can survive any trauma and remain decent people. And some end up broken, like this demon child at Ribnikar” [in reference to the recent mass school shooting at Belgrade’s Vladislav Ribnikar Primary School].

He describes himself as having been an unhappy, frustrated teenager who resorted to

I went through the best course in modesty, because I was in big cities where nobody knew me. All budding youngsters should go to some bigger city to slightly temper their selfadoration

My life Predrag J. Marković, historian

the useful tactic of ‘fleeing upwards’. And that meant enrolling in college at the tender age of 15, after completing just the first year of high school. He insists that it wasn’t difficult. He figured that Lenin and some guy from Kopaonik who tended sheep had enrolled in university without having completed secondary school. He explains that it’s easy to pass entrance exams, but you have to try, which people don’t tend to do. He took seven subjects, which he found much easier than if he’d had to spent three more years sitting around in secondary school. He doesn’t see that as being something special, but rather considers himself as representing a continuation of the Marković family tradition.

“My father, like every rural child, was left to his own devices, so he wandered around the village and sat down at a school desk at the age of five. Sitting in the classroom together were children from the first to the fourth grades, and he knew the answers to every question. He is thus the initiator of that schooling ahead of schedule, because he was a year and a half younger than his generation. And I perfected that method.”

Predrag is nine years older than his younger sister Milena, while Danica is 12 years her senior. The two elder siblings were thus like Milena’s second parents, even attending her school parents’ meetings and taking care of her.

“It seems that we underestimated her somewhat, as she was the youngest. When that great talent of hers manifested itself, things changed. My older sister and I now believe in Milena’s authority. She is actually the wisest of us. You see how a dynamic system it is; how relationships between people change constantly.”

Women were the key to everything in the Marković family. Predrag was born as the lightest baby to survive at the time. He weighed just 900 grams. And he had hemiparesis, the partial loss of movement in one part of the body. His cousin, famous writer Dobrica Ćosić, managed to get hold of an incubator that wasn’t in Belgrade at the time and had to be brought from Zagreb. The doctors told his mother: ‘let go, you are a young woman, you’ll bear another child’. But Milka ignored them all, deciding that her son wouldn’t only survive, but that all his functions would also

restore themselves. She was helped by Cvetko Brajović, a former Goli Otok inmate and one of the first speech therapists. It was Cvetko that gave him the name Predrag. The long and often torturous exercises that his mother took him for every day helped.

“I pulled through. Some consequences remained, but I lived a more or less normal life thanks to my mother’s fierce efforts. My mother was like a Šarplaninac [a devoted and

stubborn mountain dog]. She would have jumped out of the window at a nod from my father. And she might even have asked if she was allowed to open it first. When you look at the stories of various successful people, you see the great importance of the role of mothers. Those were mothers in staunchly patriarchal societies who sacrificed everything for their children. Many successful children were raised on the sacrifice of their mothers.

“Fathers are today much better for their children than they once were. That was also noted, for example, by my favourite writer, Norwegian Karl Ove Knausgård, who – just like my sister Milena – described his life down to the most unpleasant details. He is a true Scandinavian father, looking after the children, feeding them, preparing their lunch and dinner. When he comes across Japanese tourists they take pictures of him, because that kind of emancipation has yet to arrive in Japan. You have that witty remark about Scandinavian crime shows, when the inspector comes home in the evening exhausted and has a glass of wine, while her husband has

I increasingly believe that stupidity is one of the greatest forces in history; stupidity that is greater than any conspiracy. The problem with drawing lessons from history is that you don’t know which lesson to draw

prepared dinner. Fortunately, that trend of caring fathers is expanding and today’s fathers are much more dedicated than father used to be. For instance, today you don’t have the model of a father who relaxes after work, after lunch, but rather one that takes care equal of the children as the mother.”

Vukan and Miona are the son and daughter of Predrag and Sara, and they are rightly proud of their children. Miona is a successful 27-year-old actress who is due to get married in a few months. Vukan is 29 and is completing his Ph.D. at Cambridge University. He didn’t want to be his daddy’s boy, so instead took the more difficult route of making his own way in a world where no one could help him in any way. And he succeeded in being true to himself, in dealing with what could be called the philosophy of history, something between philosophy and history. He works at the Institute for Philosophy and Social Theory.

“My children grew up in a patriarchal cooperative. I was a lodger residing with my in-laws, and that turned out well for the children. If anyone suffered, that was my wife. I

lived like a student; my mother-in-law was a strict teacher of maths and my father-in-law was an extremely industrious man. They helped in raising the children to an incredible extent. The grandparents took them to school and waited for them afterwards, prepared lunch for them, and what was a frustrating situation turned out to be very good. When you are lucky enough to have grandparents who are interested in learning and are ambitious, that extended family doesn’t have to be a miserable solution. Thanks to some circumstances that were initially unfortunate, my family was more efficient in terms of educating the children than it would have been if I’d had a better living standard.

“Many cultures have shown extended families to be pretty effective. The middle generation goes to work and the older generation looks after the children. It can be seen in many cases that this network of grandparents doesn’t have a negative impact. You have the Chinese and the Vietnamese, among whom this principle of raising children functions well, and they are known as being the most successful people on

Yugoslavia was an incredibly complicated country. More complicated than the Soviet Union. Not to mention Czechoslovakia. In Yugoslavia there were many similar sized nations, with terrible shared wounds. The Soviets didn’t have a tradition of fratricidal war like us

the planet. In America, many of them are even more successful than the Jews!”

It was around a year ago that actress Miona Marković wrote a social media post dedicated to her mother Vladislava, who goes by the nickname of Sara, has been married to her father for three decades, works at the Belgrade City Library and successfully avoids the limelight. Her statements are touching: “My mum is a better parent to her parents than they ever were, and I won’t even mention us. My mother’s greatest success is us, her children, but she was never an ambitious parent. The success of her children was never a primary priority for her, and I guess that’s precisely why we wanted it. So, young parents, be like my mum, don’t pressure yourself or your children, they will find their own way to that which interests them.”

Our interlocutor says that its fortunate that everyone close to him does what they love.

“We are privileged people, several generations in the family do what they love. That is a combination of fortunate circumstances. Of course, in that there is also some work, talent, energy...”

There is one interesting detail from the biography of CorD’s interlocutor that is remembered by multiple generations. As a student, he was a winner in the most successful and popular Yugoslav TV quiz, “Kviskoteka”, which was broadcast by Television Zagreb. Speaking in 2017, the man who came up with that show concept and some other television quizzes, the late Lazo Goluža (1936-2020) said

WITH PARENTS AND SISTERS

My life Predrag J. Marković, historian

in 2017: “The greatest class in Kviskoteka was Belgrade history student Predrag Marković. May none of our people get angry, but that is the truth. He was phenomenal.”

Predrag gained enormous popularity across Yugoslavia during his time participating in this quiz, proving more popular even than the most famous stars of film and music of that time. He today talks about that time as a fond memory of Mr Goluža and presenter Oliver Mlakar (1935), with an explanation that’s seemingly inherent in him to provide justification whenever his successes are mentioned.

“That was in 1990, on the very eve of the war, and everything that happened prior to the war acquired an aura of nostalgia. You should know that that was a big country with just two television channels and so few programmes that everyone watched everything that was broadcast. The prize for Kviskoteka was a language course

in Washington. And I also received a scholarship for England and was in London. So, I basically disappeared at the peak of my media popularity, spending more than six months in countries where I was nothing and nobody. I went through the best course in modesty, because I was in big cities where nobody knew me. All budding youngsters should go to some bigger city to temper their self-adoration.”

He recalls where he was when war broke out in Yugoslavia, and responds in the affirmative when asked if Yugoslavia really had to disintegrate.

“It probably did have to, but it didn’t have to happen like that. Yugoslavia was an incredibly complicated country. More complicated than the Soviet Union. Not to mention Czechoslovakia. In Yugoslavia there were many similar sized nations, with terrible shared wounds. The Soviets didn’t have a tradition of fratricidal

German diplomatic documents that have now been published show that Germany actually only broke when the war spread to the areas around Vukovar and Dubrovnik.

Prior to that, both Germany and America were actually in favour of somehow preserving Yugoslavia. Attacking Dubrovnik and Vukovar was an unbelievably stupid decision

war like us. As a Srbijanac [meaning a Serb from Serbia], I knew nothing of the traumas that the Bosnian Serbs have. I saw that when the war erupted, because they couldn’t bear to live in a new NDH [a reference to the WWII Nazi puppet state of the Independent State of Croatia]. And that was obvious. Slavko Goldstein wrote about that in his book 1941: The Year That Keeps Returning. They restored the former name of the currency, restored the name of the army from the era of the Ustaše [WWII Croatian fascist and ultranationalist organisation], and the Croatian regime did nothing to appease the Serbs. Their ideal was obviously ‘Croatia without Serbs’, and that’s what they ultimately achieved.”

Many experts are of the opinion that Germany undoubtedly played a role in the collapse of the then Yugoslavia, which Marković explains in his capacity as a historian.

“That doesn’t seem to be entirely true. German diplomatic documents that have now been published show that Germany actually only broke when the war spread to the areas around Vukovar and Dubrovnik. Prior to that, both Germany and America were actually in favour of somehow preserving Yugoslavia. Attacking Dubrovnik and Vukovar was an unbelievably stupid decision. So many stupid moves were made that only the attack on Ukraine is stupider. You attack Dubrovnik, one of the world’s most beautiful cities, for no reason and that is unfortunately attributed to the Serbs, although it was assaulted by Montenegrins and the future darling of the Americans and the European Union, Milo Đukanović. And then you also attack Vukovar, that’s like Mariupol in Ukraine. You destroy a city with a national composition that’s actually predominantly Serbian.

“I increasingly believe that stupidity is one of the greatest forces in history; stupidity that is greater than any conspiracy. The problem with drawing lessons from history is that you don’t know which lesson to draw.”

As a professor at the Faculty of Media and Communications, he has the rare privilege and satisfaction of receiving the highest ratings among students year after year, and they enjoy attending his classes. He lectures on Media History, the History of Family, the History of Propaganda and Intercultural Communication. He says that he makes an effort around his

students, because students love enthusiasts.

“I’ve had various experiences in teaching. I spent a long time going to Petnica [the Petnica Science Centre], which is attended by the best possible students, and I taught at the Teacher Education Faculty when the dean was Aleksandar Jovanović, a wonderful man. It was delightful to lecture at Petnica. Those are inquisitive children who write papers better than the majority of much older researchers. The most important pedagogical experience for me was represented by the lady teachers. Those are girls who don’t really have much love for history, because history is still preferred by men. I taught them in the evening slot, when they could hardly wait to go home, or to the dormitory, because most of them are from the heartlands. There I practiced all my skills to

arouse interest among an audience that was completely indifferent to the subject.

“The practise is very different at the Faculty of Media and Communications. There is an overabundance of information on offer today and there are multiple canons. On the other hand, some canons that were valid for a long time have since been destroyed. For instance, the literary canon has been destroyed, the hierarchy of writers, and the fact is that more books are being sold than ever before. Today there are more copies in circulations and more titles. You could say that this is scribomania, as is the case in historiography. Computer-based writing has made writing easier for various scribomaniacs. That is a worldwide trend. Something that was once mandatory isn’t any longer. You can now complete literature studies without reading Chekhov.”

When it comes to his position as a vice president of the Socialist Party of Serbia, he says that party president Ivica Dačić utilised him very intelligently.

“He is a very wise man who allowed me to be a more or less independent intellectual, because it is better for people to simultaneously recognise the socialist and independent intellectual in me than for me to be some party soldier. And that gives me ample opportunity to primarily speak and interpret as a historian.

“My son taught me that, in history, the best story wins; the best told story leaves the strongest mark. The only problem is that there are a lot of stories.”

Computer-based writing has made writing easier for various scribomaniacs. That is a worldwide trend. Something that was once mandatory isn’t any longer. You can now complete literature studies without reading Chekhov

SON VUKAN MARKOVIĆ, PH.D. AT CAMBRIDGE UNIVERSITY DAUGHTER MIONA, ACTRESS

CHILL OUT

Harrison Ford Accepts Cannes Palme d’Or Award

The US actor was awarded an honorary Palme d’Or for lifetime achievement at the Cannes Film Festival ahead of the premiere of his latest and last Indiana Jones film. It’s been quite the week for octogenarians in the headlines, and much has been written and said about Harrison Ford’s appearance ahead of his final Indiana Jones film screening. The much-anticipated premiere of “Indiana Jones and the Dial of Destiny”, the fifth in the series, 15 years since Ford last played the adventurous archaeologist. “I’m very touched. I’m very moved by this. They say when you’re about to die, you, you see your life flash before your eyes. I just saw my life flash before my eyes,” he said after a clip reel of his career was played.

Serbia Presents “Electronic Nose” For Robots

The Research and Development Institute for Artificial Intelligence of Serbia (IVI) has created an “electronic nose” which allows the robot to “sense smells”, which will be widely used in the medical and food industries. The IVI Institute presented projects and research teams at this year’s technology fair, from May 16 to 19 in Belgrade, and junior researcher Savo Ičagić explained to Tanjug the characteristics of a device called the “electronic nose”. “It is a device that allows the machine to smell smells and has a large application in the medical and food industry,” explained Ičagić. He stated that the entire cycle of products, starting from production and processing, as well as the flow of transportation to the end consumers, can be monitored with “nomes”.

Japan Cherry Blossom Season

The largest factor in determining the timing of the cherry blossoms is geographical location, On Japan’s southern, subtropical islands of Okinawa, cherry blossoms open as early as January, while on the northern island of Hokkaido, they bloom as late as May. In most major cities in between, including Tokyo, Kyoto and Osaka, the cherry blossom season typically takes place around late March or early April. Furthermore, the timing of the blossoms differs from year to year depending on the weather. If the weather during the weeks preceding the cherry blossom season is mild, blossoms will open early. If it is cold, blossoms will open later.

46% More Foreign Tourists Visited Belgrade Than Last Year

According to the data of the Tourist Organization of Belgrade, the number of foreign tourist arrivals in the capital of Serbia in the first three months was 46 per cent higher than in the same period last year. From January to March, Belgrade was visited by 237,965 guests who spent 513,252 overnight stays and the largest increase in tourist arrivals was recorded from Greece, 212 per cent, and Bulgaria, 132 per cent. In the first three months of this year, the most numerous were tourists from Russia (28,009), who made 114,648 overnight stays, followed by guests from Turkey, followed by tourists from Croatia, Montenegro, Greece, Bosnia and Herzegovina and North Macedonia.

Swedish Singer Wins Eurovision Song Contest For 2nd Time

Swedish singer Loreen won the Eurovision Song Contest with her power ballad “Tattoo” at a colourful, eclectic music competition clouded for a second year running by the war in Ukraine. The diva from Stockholm beat acts from 25 other countries to take the continent’s pop crown at the final of the competition in Liverpool. Finnish singer Käärijä was second in a close-fought battle of the Nordic neighbours. Loreen, 39, previously won Eurovision in 2012 and is only the second performer to take the prize twice, after Ireland’s Johnny Logan in the 1980s. It’s Sweden’s seventh Eurovision victory, matching Ireland’s record.

Exit Second Among The 12 Most Popular European Festivals

According to research by the British platform Savoo, Exit is in second place among the 12 most popular European festivals, comparing the price of festival tickets with the ticket prices of individual concerts of the biggest stars performing at the festival. “Taking into account the headliners of Exit, including Wu-Tang Clan, The Prodigy, Skrillex and many others, as well as the prices of festival tickets and tickets for their individual concerts, Exit offers its visitors the opportunity to hear the world’s favourite stars with savings of up to 50,000 dinars”, according to the announcement published by Exit. As stated, the famous Glastonbury is in first place as the most profitable festival for visitors in Great Britain, and below Exit on the list are Primavera Sound, Tomorrowland, Mad Cool Festival, Sziget and others.

READY, SET, SUMMER

RALPH LAUREN PURPLE LABEL

SILK POLKA-DOT TIEV

Ralph Lauren Purple Label focuses on the finer aspects of life, from classic designs to highquality fabrics and high-calibre craftsmanship.

ISAIA

STRIPED COMO SHIRT

Not only do sharp lines and clean silhouettes define Neapolitan tailoring as a whole, but they’re also the pillars that set family-run ISAIA apart.

AGNONA LINEN TAPERED TROUSERS

These linen tapered trousers pay homage to the brand’s strong textile history, with an exceptionally lightweight base woven from premium fibres for luxuriously soft wear.

CHURCH’S LEATHER GATESHEAD PENNY LOAFERS

Church’s Gateshead model offers a traditional loafer silhouette complete with a penny slot to the front.

ALAÏA

BELTED SHIRT DRESS

This shirt dress is made from crisp cotton poplin and cinched at the waist with the brand’s signature corset-inspired leather belt.

BALMAIN

MINI EMBELLISHED 1945 SOFT SHOULDER BAG

The vintage appeal of Balmain’s 1945 Soft shoulder bag is entirely intentional – after all, it’s modelled after mid-century styles taken directly from the Maison’s vast archives.

ALAÏA

BOOTCUT JEANS

Although featuring a simple bootcut fit, the high waist cinches in the frame and the resulting hourglass figure is emphasised by the smart seams at the lower back.

JIMMY CHOO

INDIYA

70 LEATHER MULES

The Indiya mules are the label’s latest offering; set atop a medium-sized heel and detailed with delicate straps that are held together by an embellished heart, the pair boasts instant must-have status.

Vasil Hadzhimanov And Big Band RTS

21 June – Kolarac – 20.00

Extraordinary concert in which the celebrated jazz pianist, keyboardist and composer Vasil Hadzhimanov will perform as a soloist, celebrating 30 years of career on the music scene. Meet the top performer whose music is defined by critics as “the harmony of tradition, roots and the most valuable musical heritage with the music of today.” On the program is the original music of Vasil Hadzhimanov, which will be performed in completely new arrangements for this occasion. We’ll see you on 21 June, in the Great Hall of the Kolarc Endowment, at 8 p.m.

Yasmin Levy

22 June – Belgrade Waterfront – 21.00

Yasmin Levy is a deep female vocal surrounded by Sephardic music inspired by flamenco. Yasmin sings about love in the Spanish Jewish language Ladino. From an early age, she was exposed to Ladino culture and singing because her father (Yitzhak Levy) was a very important figure in the circle of people researching and preserving Jewish-Spanish culture, whose tradition has its roots in 15th century Spain. To this day, ladino remains one of the most poignant and romantic musical traditions. In her deep and poignant singing style, Yasmin Levy simultaneously preserves and resurrects the most beautiful songs of her Jewish-Spanish Ladino heritage, fusing them with Andalusian flamenco.

Wine Garden

3,4 June – Botanička bašta

For the fifth year in a row, during the first weekend of June 2023, the Botanical Garden “Jevremovac” will become a wine garden - the Wine Garden will be held. Since its first edition, one of the most popular events in the capital has gone beyond the scope of wine events that visitors are used to. This manifestation is not only dedicated to wine but has grown into an event where lovers of nature, music and excellent food also gather. Wine tastings are unlimited and free; for better enjoyment, every visitor will receive a wine glass at the entrance. Jazz, evergreen, foreign pop and film music, the most beautiful pieces of classical music will be played, and swing and rockabilly will be played. Lazy beds and mats for sitting will be placed on the large green areas, so everyone can find their own corner to enjoy.

Scorpions

25 June – Štark Arena – 20.00

The legendary rock group Scorpions will hold an exclusive concert in Belgrade on 25 June in Štark Arena. After five years since the previous spectacular performance in Belgrade at the same place, and after numerous calls from fans, Scorpions decided to expand the already contracted tour and add this one concert in Belgrade for the audience of the Balkans. Scorpions’ concerts are a real rock spectacle in the full sense, thus confirming their reputation as one of the few bands that stands out today in original performances and quality sound. Their songs “Still loving you”, “Wind of Change” and “Send me an Angel” became timeless hits that are still playing on numerous radio stations today. Still, despite the incredible success of these ballads, Scorpions are primarily a hard rock band that brings fierce energy on stage with songs like “Rock You Like An Hurricane”, “Blackout”, “Dynamite” and others.

Just Like You

Nick

Hornby

1741 rsd

On an average Saturday morning in a butcher’s shop in North London, Lucy and Joseph meet on opposite sides of the counter. She is a teacher and mother of two, with a past, she is trying to forget; he is an aspiring DJ with a wide-open future that maybe needs to start becoming more focused. Lucy and Joseph are opposites in almost all ways. Can something life-changing grow from uncommon ground? Nick Hornby’s brilliantly observed, tender and brutally funny new novel gets to the heart of what it means to fall headlong in love with the best possible person - someone who may not be just like you at all.

More Fool Me

Stephen Fry

1457 rsd

In his early thirties, Stephen Fry - writer, comedian, star of stage and screen - had, as they say, ‘made it’. Much loved in A Bit of Fry and Laurie, Blackadder and Jeeves and Wooster, author of a critically acclaimed and bestselling first novel, The Liar, with a glamorous and glittering cast of friends, he had more work than was perhaps good for him. What could possibly go wrong? Then, as the 80s drew to a close, he discovered a most enjoyable way to burn the candle at both ends and took to excess like a duck to breadcrumbs. Writing and recording by day and haunting a never-ending series of celebrity parties, drinking dens, and poker games by night, he fooled all those except those closest to him in a ludicrous and impressive act of bravado.

Sabotage: The Hidden Nature of Finance

Anastasia Nesvetailova

1295 rsd

The fundamental motive for financial innovation is not to improve the system but to avoid regulation and oversight. This is not a bug of the financial system but a built-in feature. The president of the US is not a tax avoider because he is an especially fraudulent financier; he’s a tax avoider because he is a wealthy man in a system premised on such deceit. Finance is an industry of sabotage. This book is detective story that traces the origins of financial sabotage, starting with the work of a prescient American economist who saw the capacity for banks and businesses to dissemble and profit as early as the 1920s. With each financial bust, people expect to hear who the culprit was, and cynically know to not expect much punishment to ever reach them. But the innovation of this book is to show that each individual gaming the system isn’t a crook-the whole system is sabotage.

Tech Boss Lady

Adriana Gascoigne

971 rsd

The founder of Girls in Tech offers first-hand accounts of the realities of startup life, with the very best advice from top women entrepreneurs. You know startups are hard, but what is it like to fail, have a falling out with your co-founder, or to go through hundreds of pitches in an effort to get funded? In Tech Boss Lady, Adriana Gascoigne dives into the gritty, raw side of startups. She shares her story of defying Silicon Valley’s boy’s club and founding the largest organisation for female entrepreneurs in the world and candid true tales from more than 20 leading women in tech. The result: a no-nonsense guide for the entrepreneur, intrapreneur and Tech Boss Lady within each of us.

Time For Socialism

Thomas Piketty 1903 rsd

As a correspondent for the French newspaper Le Monde, world-renowned economist Thomas Piketty has documented the rise and fall of Trump, the drama of Brexit, Emmanuel Macron’s ascendance to the French presidency, the unfolding of a global pandemic, and much else besides, always from the perspective of his fight for a more equitable world. This collection combines those articles and is prefaced by an extended introductory essay. Piketty argues that the time has come to support an inclusive and expansive conception of socialism as a counterweight against the hyper-capitalism that defines our current economic ideology. These essays offer a first draft of history from one of the world’s leading economists and public figures.

The Lubetkin Legacy

Marina Lewycka

1174 rsd

North London in the twenty-first century is where a son will swiftly adopt an old lady and take her home from the hospital to impersonate his dear departed mother rather than lose the council flat. A time of golden job opportunities, though you might have to dress up as a coffee bean, work as an intern at an undertaker, or put up with champagne and posh French dinners while your boss hits on you. A place rich in language - whether it’s Romanian, Ukrainian, Russian, Swahili or buxom housing officers talking managementese. A place where husbands go absent without leave and councillors sacrifice cherry orchards at the altar of new builds. Marina Lewycka is back in this hilarious, farcical, tender novel of modern issues and manners.

FACES PLACES&

25/4/2023

Anzac Day Commemorated

The Embassy of Australia in Serbia paid respect to all who served in all wars and those who continue to serve. It is also a time for Australians to remember the fallen. The Commonwealth War Cemetery in Belgrade is the final resting place for 28 Australian and 11 New Zealand soldiers who died in the First and second world wars. They were remembered on this occasion that gathered members of the New Zealand Embassy in Rome, the Embassy of Italy, the Embassy of Turkish, the Serbian Ministry of Defence, the Ministry of Labour, Employment, Veteran and Social Policy, among others.

27/4/2023

King’s Day Marked

The Embassy of the Kingdom of Netherlands in Serbia, headed by Ambassador H.E. Joost Reintjes, hosted a reception at Kalemegdanska Terasa, marking King’s Day. The event commencing the 56 th birthday of King Willem-Alexander was attended by Serbian Government representatives, members of the diplomatic corps, and representatives of civil society and businesses. King’s Day is a Dutch ‘Orange-day’, the colour referring to the family name of the Royal House, Orange-Nassau.

12/5/2023

Farewell Reception For The Ambassador Of Cyprus

Ambassador H.E. Demetrios Theophylactou hosted his farewell reception at the residence before they departed from Serbia. Guests from various fields attended the reception, including many members of the diplomatic community. At the reception, Ambassador Theophylactou delivered a farewell speech expressing his gratitude for the cooperation between Serbia and Cyprus. He expressed that our two countries need each other and his confidence in further developing bilateral relations between Cyprus and Serbia.

16/5/2023

France Awards The Order of Arts and Letters To Bora Babić

Bora Babić, director of the publishing house Akademska knjiga from Novi Sad, was awarded The Ordre des Arts et des Lettres (‘Order of Arts and Letters’) for her enormous contribution to the discovery and publication of translations of francophone authors. Ambassador of France to Serbia H.E. Pierre Cochard, presented the award to Ms Babić. Thanking for the recognition, Bora Babić said: “I am extremely honoured that the Ministry of Culture of the French Republic recognised my work on connecting French and Serbian cultures and my role in promoting French writers and theoreticians in Serbia and awarded me with this high recognition.”

FACES PLACES&

16/5/2023

Italian Fashion In Belgrade

Italian Ambassador H.E. Luka Gori opened the exhibition “Italy is in fashion” at the Ethnographic Museum, which was designed and prepared by Stefano Dominella, president of the fashion house Maison Gattinoni Couture and the Section for Fashion, Design and Furniture of the UnIndustria Lazio association. The exhibition is part of the IFIB - Italian Fashion in Belgrade initiative, dedicated to the Italian fashion industry and organised by the Embassy of Italy, the Italian Institute of Culture and the agency Fabrika Vesna Mandić. At the exhibition, 50 dresses that are famous worldwide and contributed to the “Made in Italy” were exhibited for the first time in Belgrade.

16/5/2023

The Working Woman: Her Rights And Heritage

The Embassy of Sweden and the Center for Cultural Decontamination hosted the opening of the event The Working Woman: Her Rights and Heritage Tuesday on 16th May 16 in Paviljon Veljković, Belgrade. The event aimed at connecting the experiences of the women’s movements in Sweden and Serbia. The Swedish institute’s exhibition Her Rights, Money, Power and Autonomy was opened, followed by a panel discussion on documenting the women’s movement, art and activism. The panel discussion featured Anno Tosho Larsson, Director of the Stockholm Museum of Women’s History and representatives of Serbian civil society for gender equality.

17/5/2023

Norwegian Constitution Day Celebrations

The Embassy of Norway in Belgrade hosted a reception for their Constitution Day at the Residence on 17 May. The day commemorates the signing of the Constitution of Norway at Eidsvoll on 17 May 1814. The Constitution declared Norway as an independent nation, which laid the foundation for the country’s independence. Ambassador of Norway to Serbia, H.E. Jorn Gjelstad, delivered a speech on this occasion and said he is proud to see so many guests in attendance.

18/5/2023

FEFA Celebrates 20th Anniversary

The FEFA University celebrated twenty years since its establishment on 18th May at the premises of the Hyatt Regency Belgrade. On this occasion, leading experts in the field of education and economy gathered, headed by Christian Ketels, a professor at Harvard Business School and one of the world leaders in the field of sustainable competitiveness, members of the FIC Serbia and numerous other partners and friends of this respected institution.

18/5/2023

The Youth of Europe With The Youth Of Serbia - Concert Of Solidarity

The Youth of Europe with the Youth of Serbia - a concert of solidarity “We are better together - The youth of Europe together with the youth of Serbia” is the title and slogan of the concert of the Orchestra of Young Musicians of the European Union, which was held last night at the Ilija M. Kolarc Endowment in Belgrade. The concert hosts were the EU Delegation in Serbia and the Europa Nostra organisation. During the event, messages of solidarity were sent to the families and friends of the victims of the recent tragedies in Belgrade and Mladenovac and to all citizens of Serbia.

FACES PLACES&

20/5/2023

Italy A Partner-country At The International Agricultural Fair

The 90th International Agricultural Fair in Novi Sad featured over 1,100 exhibitors from 26 countries. Italy served as the partner country this year, and their collaboration with other organisers made this event truly memorable. Jelena Tanasković, the Minister of Agriculture of Serbia, and Francesco Lollobrigida, the Minister of Agriculture, Food Sovereignty, and Forests of Italy, inaugurated the jubilee fair. Italy’s involvement as a partner country added significance to the occasion. The event provided a platform for exhibitors to showcase their products, technologies, and innovations related to agriculture.

25/5/2023

National Day Of Azerbaijan

Serbia and Azerbaijan are bound by traditional friendship, strategic partnership, and agreement on the principled commitment to respect all states’ territorial integrity and sovereignty. This is the message from the Ambassador of Azerbaijan in Serbia H.E. Kamil Khasiyev, at the celebration of the National Day of the Republic of Azerbaijan held in Belgrade, which was attended by the Minister of Labour, Employment, Veterans and Social Affairs issues and co-chairman of the Joint Committee for Cooperation with Azerbaijan Nikola Selaković, President of the Parliament of the Republic of Azerbaijan Sahiba Gafarova.

29/5/2023

The Day Of Serbian Diplomacy Marked

At the ceremony marking the Serbian Diplomacy Day and the establishment of the Office of Foreign Affairs of the Principality of Serbia in 1839, Deputy Prime Minister and Minister of Foreign Affairs of the Republic of Serbia Ivica Dačić spoke about the diplomatic service of Serbia, but also about the international relevance of the issue of Kosovo and Metohija.

06 H.E. LUCA GORI, AMBASSADOR OF ITALY TO SERBIA ENTERING A NEW PHASE OF ECONOMIC RELATIONS

14 MARKO ČADEŽ, PRESIDENT OF THE CHAMBER OF COMMERCE & INDUSTRY OF SERBIA NEW HIGH-QUALITY COOPERATION

10 FABIANA URBANI, HEAD OF THE ECONOMIC AND COMMERCIAL OFFICE OF THE ITALIAN EMBASSY TO SERBIA UNTAPPED BILATERAL POTENTIAL

16 PATRIZIO DEI TOS, PRESIDENT OF CONFINDUSTRIA SERBIA ENCOURAGING CHANGES MADE

18 ROBERTO CINCOTTA, DIRECTOR OF THE ITALIAN CULTURAL INSTITUTE OF BELGRADE BEAUTIFUL FEELING

20 GALENIKA FITOFARMACIJA PILLAR OF SUPPORT TO DOMESTIC AND EUROPEAN FARMERS

12 ANTONIO VENTRESCA, DIRECTOR OF THE ITALIAN FOREIGN TRADE AGENCY (ITA) OUR FUTURE IS BRIGHT

IMPRESSUM

EDITOR IN CHIEF Neda Lukić n.lukic@aim.rs

ART DIRECTOR Branislav Ninković b.ninkovic@aim.rs

PHOTOS Zoran Petrović

COPY EDITOR Mark Pullen mrpeditorial@mail.com

17 ANNINO DE VENEZIA, DIRECTOR OF THE ITALIAN-SERBIAN CHAMBER OF COMMERCE (ISCC) KEEN INTEREST IN THE SERBIAN MARKET

PROJECT MANAGERS

Biljana Dević

b.devic@aim.rs

Mihailo Čučković

m.cuckovic@aim.rs

Renata Šteković Zagorac

r.zagorac@aim.rs

OFFICE MANAGER

Svetlana Petrović s.petrovic@aim.rs

FINANCE Dragana Skrobonja finance@aim.rs

21 GIACOMO BOSISIO, MANAGING DIRECTOR OF DAMM CONSULTING GROUP THE RIGHT PLACE TO DEVELOP BUSINESS

EXECUTIVE DIRECTOR

Maja Vidaković m.vidakovic@aim.rs

DIRECTOR Ana Novčić a.novcic@aim.rs a.novcic@cordmagazine.com

PUBLISHER Ivan Novčić i.novcic@aim.rs

PRINTING Rotografika d.o.o. Segedinski put 72, Subotica

ITALY 2023

Published by: alliance international media Prote Mateje 52, 11111 Belgrade 17, PAK 126909, Serbia Phone: +(381 11) 2450 508 E-mail: office@aim.rs; office@cordmagazine.com

www.aim.rs; www.cordmagazine.com

ISSN: 2560-4465

All rights reserved alliance international media 2023

The views expressed in this publication are those of the presenter; they do not necessary reflect the view of publications published by alliance international media THIS PUBLICATION IS FREE OF CHARGE

Belgrade 21st March 2023

“Counting on the contribution of all components of “Sistema Italia”, we will renew our economic presence in Serbia focusing on innovative sectors such as sustainability, artificial intelligence, and advanced technology.”

ANTONIO TAJANI, Deputy Prime Minister and Minister of Foreign Affairs and International Cooperation

Entering A New Phase Of Economic Relations

We have a very strong economic presence on this market, particularly in the most traditional sectors. Our core aim now is to focus on more innovative fields: agri-tech, infrastructure, green and energy transition, but also IT, clean-tech and smart mobility ~

Luca Gori

Since arriving in Serbia precisely a year ago, Italian Ambassador Gori has been devoting great attention to what he calls his “top priority”: strengthening economic links between Italy and Serbia. The Italy-Serbia Business and Science Forum that was held in March brought together 400 companies from the two countries, in an effort to encourage them to both cooperate more in traditional sectors of the economy and branch out into new areas. Speaking in this CorD Magazine interview, Ambassador Gori announces an “immediate follow-up” to the forum: a major new event in autumn dedicated to start-ups.

Your Excellency, you stated recently that Serbia holds the place of a strategic partner in Italy’s policy of renewed interest in the Western Balkans. What does that mean specifically?

Italy has always looked at Serbia and the Balkans as a strategic region. The new Italian Government, on the impulse of Deputy Prime Minister and Minister of Foreign Affairs and International Cooperation Antonio Tajani, has renewed Italian engagement in this area. Italy organised its National Conference on the Balkans in January, while we later hosted a meeting of ministers of foreign affairs from the Balkan region in Rome. On the bilateral side, Prime Minister Giorgia Meloni met with President Aleksandar Vučić in both Tirana and Verona. Minister Tajani came to Belgrade twice, once in November, together with Defence Minister Guido Crosetto, and once on the occasion of the Business &

H.E. LUCA GORI, AMBASSADOR OF ITALY TO SERBIA

COOPERATION

Peace and stability in the region, migration flows, growth and economic development, technological innovations: these are the fields where Italy and Serbia are cooperating

Science Forum in March. It was also in March that we received the Minister of University and Research, Anna Maria Bernini. A few weeks ago, Minister of Agriculture, Food Sovereignty and Forests, Francesco Lollobrigida, opened the International Agricultural Fair in Novi Sad. We believe Serbia is the key partner in handling some crucial challenges. Peace and stability in the region, migration flows, growth and economic development, technological innovations: these are the fields where Italy and Serbia are cooperating.

Are you satisfied with the dialogue within the scope of the Business and Science Forum held in Belgrade recently?

Yes, indeed. The Business and Science Forum we held on 21st-22nd March was very successful: we gathered more than 150 Italian companies and 250 Serbian companies; we held more than 450 B2B meetings; we signed 13 agreements. Nevertheless, we consider this event not as an ending point, but rather a starting line. We are monitoring very closely all the follow-ups that arose from the B&S Forum; the dialogue with the Serbian authorities is continuous and we hope to soon finalise some interesting collaborations. Now is the time to deliver, after having paved the way for our companies to establish stronger business relations in Serbia. Our Credit Export Agencies, SIMEST and SACE, are also about to open their representative offices here.

The Business and Scientific Forum in Belgrade was announced as marking the opening of a new phase in economic relations between Italy and Serbia. What represents the core of this new phase?

The revival of economic relations with Serbia represents a “top priority” for Italy. We have a very strong economic presence on this market, especially in the most traditional sectors. Our core

TRADE

Italy, by itself, is the third largest trade partner of Serbia and the second among EU countries

INVESTMENTS

We are working to bring to Serbia Italian investments with increasingly innovative content and high added value, including in areas like AI, digitalisation, agri-tech and cleantech

aim is now to focus on more innovative fields, starting from the pillars of the B&S Forum: agri-tech, infrastructure, green and energy transition, but also IT, clean-tech and smart mobility. In this framework, just to mention a few initiatives: 1) Italy was the Partner Country of the 90th International Agricultural Fair in Novi Sad (20th-26th May), attended by Italian Minister of Agriculture, Food Sovereignty and Forestry Francesco Lollobrigida; 2) We signed three more MoU between the Italian National Research Council (CNR) and, respectively, BioSense, the Institute for Artificial Intelligence of Novi Sad and the University of Belgrade, on the occasion of Italian Research Day; 3) The next session of the Forum, in 2024, will take place in Trieste. We are strongly committed to reinforcing our presence

Serbia has been negotiating with the EU for nine years and there is a risk of indulging in the fatalism generated by the accession steps (not always clear to the public) and by the timeframe (objectively long) demanded by the enlargement process

in the B&S Forum’s focus sectors and in order to do that it is important to work in synergy with all actors in so-called “Sistema Italia” in both Serbia and Italy.

You’ve mentioned that the future of economic cooperation is in striding towards areas with “high-tech content”. Do you have any specific industries in mind?

Italy is one of the world’s leading countries in IT and the creative industries. We are working to bring Italian investments to Serbia with increasingly innovative content and high added

value, including areas such as artificial intelligence, digitalisation, agri-tech and cleantech. As an immediate follow up, it is our intention to organise a major event this autumn dedicated to startups, which traditionally belong to the aforementioned sectors.

Is the purpose of dedicating one day of the Forum to science linked to the goal of increasing economic relations and cooperation in the high-tech sector?

Indeed, both Italy and Serbia recognise the role of research and innovation in driving sustainable development and socio-economic transformations. A strong academic and research system is key to feeding innovative companies with new ideas, advanced skills and capacities. On the occasion of the Business & Science Forum, we brought together representatives of our main research organisations, at the highest level, to present the national programmes on scientific and technological priorities that we share. On that occasion, we signed a new cooperation agreement that will provide the framework for long term collaboration between the national R&I initiatives by means of joint research projects, education and mobility schemes. We expect to fund up to 15 new research projects by the end of this year. Meanwhile, five new scientific cooperation agreements have been signed between Italian and Serbian research organisations.

To what extent are economic relations between Italy and Serbia dependent on Serbia’s European integration status?

The EU remains the first trade partner and investor in Serbia. The total exchange between Belgrade and EU Member states in 2022 reached 39,1 billion euros, with growth of +27.7% compared to 2021. Italy, by itself, is the third largest trade partner of Serbia and

the second among EU countries. These figures show how integrated and interdependent our markets already are today, and we are working to further strengthen these ties. Economic relations between Italy and Serbia are not dependent on Serbia’s European Integration status. However, on the other hand, there is no doubt that Belgrade’s accession to the common market, without barriers, would boost the trade exchange even more.

As the ambassador of a country that has strongly supported Serbia on its journey to EU membership from the outset, how do you currently view the state of this process?

Italy continues to be a staunch supporter of the European path of Serbia and we appreciate the efforts of the Belgrade authorities to adopt important reforms, starting from the one in the field of justice being implemented during recent months. A lot remains to be done. Serbia has been negotiating with the EU for nine years and there is a risk of indulging in the fatalism generated by the accession steps (not always clear to the public) and by the timeframe (objectively long) demanded by the enlargement process. Italy understands the Serbian public’s frustration and is committed to speeding up the exercise.

When discussing current political events, you insist that the normalisation of relations between Belgrade and Pristina represents an important process in ensuring the stability of the region, but is also one of the conditions for progress on EU membership. However, there is a question over how one interprets normalisation: is it, in your opinion, a long-term process or a demand that Serbia recognise Kosovo’s independence?

Normalisation of relations between Belgrade and Pristina remains fundamental for regional stability, in order to preserve peace and create prosperity. Italy has always supported the Dialogue facilitated by the EU and contributes on the ground by supplying troops to the KFOR and EULEX missions in Kosovo and ALTHEA in Bosnia-Herzegovina.

role

innovation in driving sustainable development and socio-economic transformations. A strong academic and research system is key to feeding innovative companies with new ideas, advanced skills and capacities

We believe it is up to the two parties to decide the contents and timing of the normalisation agreement. After the recent agreement reached in Brussels in February, and the implementation annex adopted in Ohrid in March, Belgrade and Pristina are at a decisive juncture. Despite the discouraging outcome of the High-Level meeting between President Vučić and Prime Minister Kurti on 2nd May, both parties still have an obligation to show their full commitment to the process. All agreements must be fully implemented, starting with the

establishment - without further delay - of the Community of Serb Municipalities.

Serbian officials often express their gratitude to members of the Italian army serving in Kosovo for their efforts aimed at preserving Serbia’s cultural and religious heritage from attack and destruction. Considering that you hail from a country that pays special attention to cultural heritage, do you think there is sufficient understanding in the EU for appeals to preserve the rich heritage of Serbs, which is imperilled to a great extent?

We are proud of the work carried out by the Italian troops that have, through the years, been ensuring the protection of some of the most important orthodox religious sites, such as the Visoki Dečani Monastery. Italy contributes 900 members to the KFOR international military mission, which is also led by an Italian Commander, and 25 officers to the EULEX mission. Our country has always been very active in the field of the protecting cultural heritage at the multilateral level. The European Union is also committed to safeguarding and enhancing Europe’s cultural heritage through a number of policies and programmes, which Italy supports fully.

You are continuing the tradition of Italian ambassadors who have engaged in promoting Italian cuisine and fashion, as a special form of diplomatic activity. In a world that often seems to be dominated by high politics, how important is this aspect of promoting your country around the world?

I feel really honoured to be in the position to promote Italian culture in Serbia. Italy boasts more World Heritage sites (58) than any other country in the world. Cuisine, fashion and design, cultural heritage and natural beauty are the excellences that made Italy the “Bel Paese” all around the world. We are the world’s 5th most popular tourism destination. My goal is also to highlight our amazing tradition in science, technology and innovation. The extraordinary results that Italy has

Both Italy and Serbia recognise the

of research and

achieved in these fields are sometimes underestimated abroad.

Do you think Serbian citizens are a good audience for these topics, considering the popularity enjoyed by Italian brands in Serbia?

I’ve noticed a great passion for Italy in Serbia, and for Italy’s popular brands in fashion and design. Serbian people enjoy visiting Italy, they really appreciate our culture and we share very strong social ties. We would like to present a more complete offer of our tourism destinations in future, as Italy has so many treasures to discover. We have very good cooperation with Air Serbia and the number of direct flights and destinations from Belgrade to Italy has increased significantly. It is now possible to fly directly from Belgrade not just to Rome, Milan, Trieste and Venice, but also to Florence, Naples, Bari, Bologna, Palermo and Catania. Holidaying in Italy is an opportunity to experience a real 360-degree experience, comprising culture, art and, of

course, good food and excellent wines. I believe that many Serbian citizens are nowadays increasingly willing to listen to this kind of proposal. Moreover, we launched the initiative “IFIB – Italian Fashion in Belgrade”, which has been a great success among the public, as well as ’Italian Design Day’. And in November we will have the traditional Week of Italian Cuisine… I invite you to stay tuned to find out more about all these social and promotional events. I am sure you will be amazed!

You utilised the promotion of Italian cuisine to discuss the rise in cooperation between our two countries in the agriculture and food sector. Having been a partner at May’s International Agricultural Fair in Novi Sad, what are your impressions of, and plans for, this traditional event?

Italy and Serbia boast a very good exchange in the agri-food sector (our bilateral trade in the sector had a total

value of 585 million euros in 2022), a relationship that we intend to strengthen by promoting the excellence of Italian knowhow in a sector that represents over 9% of Serbian GDP. We can work together to guarantee the quality of our products, food safety and supply chain trackability, as well to exchange best practices and promote technology transfers for farm mechanisation. We do believe there is great room for mutual collaboration in this field. That’s why one of the pillars of the Business and Science Forum was sustainable agriculture and agri-tech, a sector that has significant development potential between our two Countries. On the same occasion, we signed important memoranda on improving cooperation in agriculture, agri-tech and the food industry sectors. Italy was present at this year’s Fair in Novi Sad with 21 companies, in a pavilion covering 5,000m2. Working together will help Serbia better exploit its potential in this fundamental sector.

FABIANA URBANI, HEAD OF THE ECONOMIC AND COMMERCIAL OFFICE OF THE ITALIAN EMBASSY TO SERBIA

Untapped Bilateral Potential

Serbia may benefit strongly from leveraging advanced Italian academic resources and the knowledge and expertise of the Italian industry in the fields of Economy 4.0 and digitalisation

Italy pays special attention to the further development of economic and scientific cooperation with Serbia, particularly with regard to new sectors such as IT, digitalisation and artificial intelligence, says Fabiana Urbani, Head of the Economic and Commercial Office of the Italian Embassy in Belgrade.

Indeed, innovation was one of the pillars of the Italy-Serbia Business and Science Forum held on 21st-22nd March and resulting in the signing of different agreements in this field, starting from the one on cooperation in research and innovation.

New sectors, such as IT, digitalisation and artificial intelligence, are gaining prominence in the further development of economic and scientific cooperation with Serbia

“We have been encouraging collaboration among Italian and Serbian Institutions (CNR, CREA, BioSense Institute, Institute for Artificial Intelligence, universities), as well as among private companies, in an effort to unveil the untapped potential of bilateral collaboration in Economy 4.0,” says Urbani.

In the context of our bilateral cooperation, how are traditional and new industries, such as the green economy, ICT and digital agriculture, being prioritised and nurtured between Serbia and Italy?

EXPERTISE

With the highest recycling rate for total special and urban waste in the EU, Italy has great knowhow to share with our Serbian counterparts

INVESTMENTS

We already count more 1,200 Italian companies registered in Serbia and many more are interested in investing in the country

FOCUS

The Western Balkans – and Serbia in particular – represent a strategic region for the international growth of Italian companies

Let me share some figures that few know: Italy is the European Country with the highest recycling rate for total special and urban waste (83.4%), much higher than the European average (53.8%); the world’s largest renewable energy operator is Italian (ENEL); 531,000 Italian companies have invested in green products and technologies over the last five years. We thus boast great knowhow to share with our Serbian counterparts.

The recent Business and Science Forum provided a striking example of our commitment to enhance bilateral cooperation in these sectors. It was indeed focused on three pillars: sustainable infrastructures, agri-tech and green and energy transition. In that context, we signed, among other agreements, a Memorandum of Understanding on agricultural research and cooperation between CREA (Council for Agricultural Research and Economics) and the BioSense Institute. Italy has been the Partner Country of the International Agricultural Fair in Novi Sad, bringing 21 companies and organising two seminars on applied technologies in agriculture. We will also organise a festival on innovation and start-ups in autumn.

We do believe that these sectors are the trump card for renewing our already excellent cooperation.

To what extent are Italian investments in Serbia influenced by nearshoring processes?

Serbia has always been a privileged market for Italian firms. We already count more 1,200 Italian companies registered in Serbia and many more are interested – in the wake of the success of the Business and Science Forum – in investing in this country.

make the investment process even easier for our entrepreneurs.

How do SIMEST and SACE support cooperation between our countries, and are these resources sufficiently utilised in collaboration between Serbia and Italy?

The nearshoring process, rapidly accelerated by the Covid-19 pandemic and the current war in Ukraine, is bringing new opportunities for internationalisation. Serbia, with its constantly growing market, is a natural choice for “Made in Italy” positioning. We are confident that the remarkable progress the country is making on its infrastructures, in its bureaucratic procedures and in the overall improvement of the business environment, will

As Minister Tajani stated during his visit to Belgrade in March, the Western Balkans – and Serbia in particular – represent a strategic region for the international growth of Italian companies. And the support of Cassa Depositi e Prestiti, SIMEST and SACE is crucial for them to expand further. They signed, respectively, an MoU with the Serbian Ministry of Domestic and Foreign Trade during the Business and Science Forum, thus boosting Italy’s financial and capacity-building support to Italian companies in Serbia. SIMEST will soon open its first office abroad, right here in Belgrade. SIMEST and SACE will make available a series of financial tools aimed at supporting the internationalisation of Italian companies. In addition, the dialogue between Cassa Depositi e Prestiti and the Serbian Ministry of Finance is progressing in a positive direction. We are certain that these new important tools will substantially help to expand Italian investments in this market.

The recent Business and Science Forum provides a striking example of our commitment to enhance bilateral cooperation in sustainable infrastructure, agri-tech and green and energy transition

ANTONIO VENTRESCA, DIRECTOR OF THE ITALIAN FOREIGN TRADE AGENCY (ITA)

Our Future Is Bright

After enduring challenging times due to the pandemic, Italy and Serbia are intensively seeking new avenues for commercial and industrial collaboration, whether through the establishment of Italian-Serbian joint ventures or Italian direct investments in new production and technological processes

Italy has long been one of Serbia’s largest trade and economic partners. According to 2022 data, about 1,200 Italian companies are currently registered in Serbia and have created a combined total of as many as 50,000 jobs. Credit for this cooperation is recognised as belonging to the Italian Foreign Trade Agency (ITA), which has been operating in Serbia for 25 years and presents a link between Italian companies and all major stakeholders in the Serbian market.

“The main purpose of the ITA is to promote Italian industry and disseminate the most modern Italian technologies and design in Serbia; to foster - through economic missions of Italian companies

- not only the development of trade relations, but also new patterns of industrial cooperation,” says Italian Foreign Trade Agency (ITA) Director Antonio Ventresca.

How consolidated are Italian companies in the areas of infrastructure development, green energy and agriculture in Serbia? In which sectors is it possible to identify the scope for expansion?

After the challenges of the last few years, we believe that there are significant opportunities for future commercial and industrial collaboration: whether through processing under contract (production of semi-finished products and components, drying

services, turning etc.) or through the establishment of Italian-Serbian joint ventures or Italian direct investments associated with new production and technological processes. Lastly, there are also other forms of collaboration based on the provision of machinery, equipment and new technology.

With regard to green energy, Italy is the most prominent foreign country in Serbia, particularly with regard to wind power, while several Italian companies play important roles in other renewable energy sectors. We therefore believe firmly that green energy is one of the sectors that offers the greatest potential for cooperation between the two countries.

POTENTIAL

Ambassador Gori also mentioned the investment potential of Italian companies in agriculture and food safety. Have You received inquiries from interested investors? What specific sectors of agriculture interest them?

The agriculture and food sectors are always among our office’s priorities when it comes to new initiatives and activities. Among the many Italian companies that seek our assistance in inquiring about Serbian agriculture, there is an increasing number of requests pertaining to standards, food safety, labelling, import and export legislations, issuance of quality certificates. But we also receive more advanced questions regarding the latest technologies and the possibility of applying them in Serbia.

Could You provide more information on the resources and expertise that Italian companies possess in this sector, and how they could be used in the case of Serbia?

Italian companies excel in the latest, cutting-edge agricultural technologies: ranging from precision agriculture, to new breeding techniques, to advances in genomics and optimisation, thanks in part to Italy’s world-renowned tradition of machine building.

The recently concluded International Agricultural Fair in Novi Sad and workshops were a great starting point to promote cooperation at all levels, from scientific institutions to foreign trade companies, to new opportunities in various fields that intersect with agriculture-engineering, IT, start-ups and so on.

Italy traditionally participates in the Novi Sad International Agricultural Fair, which this year

PRIORITY

FOCUS

Italy wants to continue strengthening economic relations with Serbia starting with the agri-food sector, focusing strongly on agricultural technology and exports of agricultural machinery

Italy wants to continue strengthening its economic relations with Serbia, starting with the agri-food sector, focusing strongly on agricultural technology and the export of agricultural machinery, a sector in which we are Serbia’s second largest supplier, with exports having exceeded a value of 50 million euros in 2022, up 26.6 per cent compared to 2021. Italian participation in the Novi Sad Fair, in addition to including two seminars dedicated to food quality and safety and new technologies in agriculture, was this year enriched by the Week of Italian Culture in Novi Sad, organised by the Italian Institute of Culture in Belgrade.

The Serbian agribusiness sector’s exports to Italy are currently 10 times lower than imports. What measures should be taken to at least partially reverse this trend?

We are confident that, through the advancement and modernisation of the agricultural and food sector – in terms of the improvement of machinery, adoption of standards, development and implementation of the latest technologies in food processing and packaging – as well as the increase of sustainable production based on the latest scientific trends, Serbia will be able to drastically increase its exports to EU Countries, including Italy.

celebrated its 90th anniversary. How did you prepare for this anniversary?

The Agricultural Fair, which this year took place from 20 th to 26 th May, was attended by 21 Italian companies in the sector, which had an exhibition space of 500 square metres inside Hall 1.

Our main goal, besides helping and supporting Italian companies, is to provide Serbian companies, institutes and institutions with all information pertaining to what Italy has to offer, and to facilitate this transition on both sides. Italy and Serbia are, in our opinion, very compatible countries when it comes to food production, and I’m sure that the future is very bright and that we will very soon see the results of our recent activities.

We are confident that, through the advancement and modernisation of the agricultural and food sectors, Serbia will be able to drastically increase its exports to EU Countries, including Italy

We firmly believe that green energy is one of the sectors that offers the greatest potential for cooperation between our two countries

The agriculture and food sectors are always among our office’s priorities when it comes to new initiatives and activities

New High-Quality Cooperation

Bilateral economic relations between Italy and Serbia are characterised by the large volume of exchanges, which reached a record value in 2022. Counting on the continuation of these trends, Chamber of Commerce & Industry of Serbia President Marko Čadež predicts that we are awaited by yet more record-breaking results

Despite the fact that Italy is already among Serbia’s most important trade partners, with a record-breaking €4.6 billion achieved in last year’s goods exchange, as well as more than 500 million euros in exchanged services, and that it is one of the top source countries for investments in Serbia, with total Italian investments in the country (initial and during operations) estimated at around four billion euros, Marko Čadež, president of the Chamber of Commerce & Industry of Serbia (CCIS), is convinced that we can take even greater advantage of the potential for cooperation. This means that Italian companies want to expand their existing operations on the markets of Serbia and the region, under the scope of the process of internationalising the Italian economy and the strategic plan to strengthen Italy’s presence in the Western Balkans, and that Serbia can thus receive new and even better Italian investments based on high and green technologies, innovations, and cooperation between science and business, which will increase the volume of trade and elevate it to a higher level of quality.

We regularly witness exchanges of opinion between representatives of the government and the business sector, while this time the joint discussion also included the academic community. What were your impressions of the Italy-Serbia Business and Science Forum and what opportunities exist for the Serbian academic community to monetise its research via coopera-

tion with companies?

We opened a new chapter in our cooperation with this forum and are giving new quality to our economic relations, thanks to the interest of investors that’s expanding beyond traditional sectors of cooperation - the automotive, textile and footwear industries, and the mechanical engineering, electrical, metal processing, wood and food industries - into the fields of the green and energy transi-

tions, agri-tech, e-mobility etc. We expect these sectors to entice a new wave of Italian investment. As important as it is for us to attract capital, it is just as precious to us to have transfers of business and financing models, high technologies, machinery and equipment; for us to connect our scientific communities and innovative companies and place them in the function of making the operations of our economy even more successful.

For example, Italian investments in new processing capacities in agriculture and the food industry, and the modernisation of existing ones, through applications of cutting-edge technologies, machinery and equipment, innovations and scientific achievements, in cooperation with our domestic IT sector and top faculties and institutes, will result in products with higher added value and mutual benefit: in terms of an improved export performance for Serbia, and higher profits for Italian investors, particularly on markets where Serbia enjoys duty-free trade.

Apart from agriculture, both energy and infrastructure were also in the forum’s focus as areas in

MARKO ČADEŽ, PRESIDENT OF THE CHAMBER OF COMMERCE & INDUSTRY OF SERBIA

TURNAROUND

We expect a new wave of Italian investment in the fields of the green and energy transitions, agri-tech and e-mobility, as well as transfers of business and financing models, high technologies, machinery and equipment

which cooperation can be expanded. What specific opportunities exist in these sectors, considering the current economic context?

It is estimated that we should invest more than 15 billion euros in the energy sector alone by 2030, in priority projects for energy production, RES infrastructure and storage capacities, energy efficiency and regional connectivity projects. No less space exists for investments in projects for the treatment of all types of waste and wastewater. That potential has already been recognised by Italian companies. For example, the joint venture of Italy’s Fintel Energia and Serbia’s MK Group [MK Energy] has already built three wind farms and is completing a fourth, while it is also planning investments worth more than a billion euros over the next five years, including an investment in the first agrosolar project in the Balkans.

The Italian construction industry also has undisguised interest in engaging in major infrastructure and transport projects that Serbia is implementing with EU support, such as the high-speed railways from Belgrade to Niš and from Niš to the border with North Macedonia. Serbia, as the centre of the region and the logistics hub of the Western Balkans, provides major opportunities for investment

ENDEAVOUR

Our intention is to entice to the fair in Belgrade the maximum possible number of the approximately one thousand so-called “super buyers”, importers and distributors who were present in Verona, and to thus secure business for our wineries

in industrial and logistics facilities, office space and residential buildings.

It is particularly significant that, apart from banks, the business forum also included the participation of insurance companies, investment funds and leasing companies that already operate in Serbia, as

start of last year.

BENEFITS

Italian investments in new processing capacities in agriculture and the food industry, and the modernisation of existing ones, will result in products with higher added value and mutual benefit: an improved export performance for Serbia, and higher profits for Italian investors

IT, as Serbia’s fastestgrowing sector, represents a great pillar of support to high-tech companies from around the world, including Italian companies that will invest here. Apart from people who are top experts, the package of R&D investment

well as other major Italian financial institutions that are prepared to support future investments.

With a focus on cooperation in the area of new technologies, there is no waning of interest in traditional sectors of cooperation, while the importance of IT is also on the rise.

Mutual interest in the expansion of operations and additional investments continues to be present in the automotive, metal processing, textile, food, wood and furniture industries, testifying to which is the expansion of capacities and the modernisation of existing factories and plants, as well as investments in the construction of new ones, but also the fact that more than 130 new Italian businesses have been registered in Serbia since the

incentives certainly also provides additional motivation for them to invest and for the Italian and Serbian IT sectors to cooperate on the creation of joint products.

Serbia, North Macedonia and Albania jointly presented the “Wine Vision by Open Balkan” regional wine fair at April’s Vinitaly wine fair in Verona. How much courage, knowledge and skill did that require? What are the most important conclusions to be drawn when it comes to the further promoting of our wines on demanding markets?

Our stand at Vinitaly was among the most prominent, positioned at the very centre of events, and that wasn’t only because the three leaders of the Open Balkan countries were in attendance, but also thanks to the support of

Prime Minister Meloni and the importance it was afforded by the visits of Italian Foreign Affairs and International Cooperation Minister Antonio Tajani and Veneto Region President Luca Zaia. The Open Balkan, as a new wine destination, as well as the wines produced by wineries from the region that we presented, generated great interest among attendees, including members of the expert public and, first and foremost, professional buyers, which was our goal. Our intention is to entice to the fair in Belgrade the maximum possible number of the approximately one thousand so-called “super buyers”, importers and distributors who were present in Verona, and to thus secure business for our wineries. They are the ones who buy wine for the whole world, for the best restaurants and retailers, and who determine whether or not you will succeed on the world market.

At the same time, Vinitaly’s experience in organising the wine fair is invaluable to us, and we are expecting their delegation to arrive in Belgrade as early as June, with the aim of agreeing on further cooperation. We also participated in the fair in Düsseldorf as part of our promotion of this year’s wine fair, while we are also planning presentations in other wine capitals, such as Vienna and Paris, in the period ahead.

We opened a new chapter in our cooperation this March. And we were further convinced of this by the Italy-Serbia Business and Science Forum, at which we hosted the largest delegation of Italian companies to arrive in the last ten years

Encouraging Changes Made

Serbia should focus on the further development of infrastructure and the development of the energy sector, with a focus on renewable energy resources, as well as the digitalisation of the economy. This is the only way to grow together!

Both the Covid-19 pandemic and global economic slowdown imposed numerous challenges on the world, such as supply chain disruptions, fluctuating demand, financial strain and inflation, particularly for SMEs. “Notwithstanding the aforementioned, our association did a great job under these challenging circumstances,” says Confindustria Serbia President Patrizio Dei Tos.

Confindustria Serbia has a clearly defined strategy that encompasses several key aspects and has been yielding results its members for years. “First of all, our interaction with Confindustria Italy and Confindustria Eastern Europe is at a very high level. On the other hand, operating on the territory of Serbia gives us the possibility to cultivate excellent relations with the Italian Embassy in Serbia. However, in order to create business for our members, me – in my capacity as president of Confindustria Serbia – and my team are more than happy to promote very close cooperation with Serbian institutions,” says our interlocutor, adding that this sends a strong message to all new potential investors that they can expect flexible support for their business from Confindustria Serbia.

What key initiatives or strategies will you prioritise during your presidency in an effort to enhance human resources and education, the agricultural industry, transport and logistics, and supply chains in Serbia?

On the margins of the Italy-Serbia Business and Science Forum held this March, Confindustria Serbia signed a MoU with the Chamber of Commerce & Industry of

Serbia that committed us to promoting dual education and enabling young people to acquire the work placement practice they need at Italian companies, while still studying.

I must add that our association participates in the SMEs Open Doors Day initiative every year. We had a major event in Subotica last November, at which our members showed the practical value of the dual education system, and I am pleased to announce that we are already preparing this year’s event.

We have also established collaboration with Third Belgrade Gymnasium [High School], with the aim of promoting the concept of entrepreneurship among the youth. Through a series of gatherings, we endeavoured to illustrate the realisation pathway for a business idea. From my perspective, wherever there is business, there are also innovation and development, but also the creation of wealth and welfare. And this is the reason why we, as entre-

preneurs, are clamouring for adequately prepared human capital just in order to be able to confront the changes together.

We organised a very successful conference last September, together with the Slovenian Business Club and the Chamber of Commerce & Industry of Serbia, on the future of global supply chains. This conference provided for an open dialogue on the overall impact of the pandemic and current geopolitical events on worldwide logistics. The relevant speakers also discussed issues relating to new rules in business and infrastructure, the current HR management approach, new technologies and specific situations confronting industry. Considering the topic’s positive impact and importance, we decided to make this an annual event and are now preparing a new edition for October 2023.

How do you perceive the current business environment in Serbia?

As far as I’m concerned, the situation has improved significantly over the past few years. Serbia has implemented various economic reforms with a view to creating a more business-friendly environment. This includes simplifying the tax system, reducing bureaucracy and improving access to credit for SMEs. The government has introduced many incentives to encourage foreign companies to invest in Serbia, such as tax breaks and streamlined procedures.

PATRIZIO DEI TOS, PRESIDENT OF CONFINDUSTRIA SERBIA

The industrial sector in Serbia needs to overcome several challenges in order to remain competitive and sustainable. Companies must invest in technology and skills in order to internationalise their operations

ANNINO DE VENEZIA, DIRECTOR OF THE ITALIAN-SERBIAN CHAMBER OF COMMERCE (ISCC)

Keen Interest In The Serbian Market

We aim to continue fostering exchanges between Italian and Serbian companies, and we take pride in having established a strong network of relationships at all institutional levels in both Italy and Serbia

Serbia and Italy have a long history of economic cooperation, and Italy is one of Serbia’s major trade partners. The historical bilateral trade volume includes intensive exchanges in agricultural products and machinery, infrastructure, green energy and sustainability, and tourism, as well as cultural and academic projects. Those were the main topics of the recent Italy-Serbia Business and Science Forum, which was held in Belgrade this 21st and 22nd March. Since the staging of the Forum, the Italian-Serbian Chamber of Commerce (ISCC) has been contacted by several Italian companies from different sectors and fields, says ISCC Director Annino De Venezia.

How does the ISCC adapt its activities to support its members and promote economic exchange between Serbia and Italy?

Our mission is twofold. On one side, we are promoting the MADE IN ITALY concept on the local market, spreading the quality and values of the Italian economy and production, while at the same time, hopefully, we are building some even more favourable business and working conditions for local companies. Bringing together the realities of Italian and Serbian business, by considering the best possible matchmaking between them, is among our top aims. Potential Italian investors are all interested in learning more about the Serbian market and the quality of services that the country can offer.

Could you provide some examples of initiatives or programmes that have proved successful in this regard?

Our programme is very intensive and varied. As I said, we are bringing our two countries closer from a more economic

perspective, so our main activities are concentrated in the domain of organising missions and bilateral business gatherings. On the occasion of the last Roadshow, organised by Assocamerestero, the network of Italian Chambers of Commerce abroad, we were able to present the opportunities to participate in Serbian fairs to around 80 companies from the Italian region of La Marche.

In June we are taking a delegation of the most prominent Serbian start-ups to Rimini, to attend the festival We Make Future, where these Serbian start-ups

will have a chance to pitch their projects to investors.

We are also taking part in June’s Annual World Convention of the Italian Chamber of Commerce, which will this year be held in Ascoli Piceno, while it is also in June that we celebrate the national holiday of the Republic of Italy and we will contribute to the national celebrations with a small cultural event called ‘Encounter in Naples’ (APPUNTAMENTO A NAPOLI), at which we will celebrate the songs and traditions of Naples.

In parallel with all of these activities, we are constantly providing webinars and seminars on the most relevant business and legal issues, as well as promoting the interests of our members through tailored activities.

We will have two entrepreneurial missions in October and November, when we will take 10 Serbian engineering and construction companies to two fairs in Bari.

Towards the end of the year, we traditionally organise our MADE IN ITALY fair, which is dedicated to promoting the best Italian food and beverage producers. This year’s event will be our fifth edition, and to date we have had more than 150 exhibitors and more than 1,000 B2B meetings.

How does the ISCC prioritise the needs of SMEs in its activities and initiatives?

We are increasingly turning to even those micro businesses that need our support and our network of connections. Our aim, according to our statute, is to facilitate exchanges between Italian and Serbian companies. We are honoured to be able to say that we have a network of excellent relationships at all institutional levels, in both Italy and Serbia.

Bringing together the realities of Italian and Serbian business, by considering the best possible matchmaking between them, is among our top aims

ROBERTO CINCOTTA, DIRECTOR OF THE ITALIAN CULTURAL INSTITUTE OF BELGRADE

Beautiful Feeling

A large audience always attends our events, and that demonstrates that the public could hardly wait to again enjoy the concerts, exhibitions, shows, conferences and all other kinds of cultural events that we offer

wait to again enjoy concerts, exhibitions, shows, conferences and all other kinds of cultural events.

You have pledged your support to publishers, translators, production / distribution / synchronisation and subtitling institutions, as well as cultural institutions in their efforts to promote Italian culture. What themes and topics have proven to be the most popular among the Serbian public?

We have been confronted by a series of crises over the past few years, including the Covid-19 pandemic, economic calamities and climate change. During the pandemic, the Italian Cultural Institute of Belgrade shifted its cultural offer, events and Italian language courses to an online format. Those were difficult times, but it was still possible to provide a valid and engaging programme to our public - says Italian Cultural Institute of Belgrade Director Roberto Cincotta.

“We interpreted the needs that emerged from such circumstances as an opportunity to reach a broader audience.

Appreciation for this approach is proved by the fact that Italian language courses are still available online even after the lifting of health restrictions, alongside in-person courses. As to the future, we want to continue offering the public a large number of high-level events in all cultural sectors, even in cooperation with Serbian and European cultural institutions,” explains our interlocutor.

We find ourselves in a vastly different atmosphere this year compared to previous years, when the fear of the pandemic loomed large. How does it feel to breathe freely and move around without

restrictions, particularly when it comes to your inperson programmes and the audiences they attract?

It’s definitely a big turnaround and a beautiful feeling. The entire Serbian cultural panorama has experienced the recovery with great euphoria and a desire to do things. The Italian Cultural Institute has also organised a huge number of events, most of them in collaboration with Serbia’s public and private cultural institutions. We have also recorded a significant increase in cultural proposals involving Italian artists: musicians, dancers, writers and more. A large audience always joins our events, and that demonstrate that the public could hardly

Cinema is among the most popular and appreciated sectors among the Serbian audience. That’s why the Institute collaborates on the organisation of festivals and exhibitions throughout Serbia, including the Cinema Italia Oggi initiative, a special Italian cinema festival that’s realised in collaboration with Cinecittà Studios. Music is also highly appreciated, from classical to jazz and from pop to opera. Painting exhibitions, such as the one of the works of late 17th century painter Jacopo Bassano in Novi Sad, photographs and comics have also been able to count on broad public participation. Our Institute’s participation in the Belgrade Book Fair was highly appreciated and the meetings with Italian and Serbian authors were warmly welcomed by visitors. The Italian Cultural Institute cooperated with Serbian

publishers on the publishing of the Serbian edition of Daniele Meucci’s graphic novel on Nikola Tesla, another one on Pasolini by Davide Toffolo and the essay by Francesca Rolandi on the influence of Italian mass culture in Yugoslavia (1955 -1965). Last, but by no means least, comes Italian fashion.

This year marks the launch of the IFIB – Italian Fashion in Belgrade programme. Could you provide us with more details about the programme’s inception, previous events and what we can expect in the future?

The first edition of the IFIB is an “umbrella” event, a set of initiatives dedicated to Italian fashion. It is having great success. We cooperated with the Embassy to organise fashion shows, live shows, workshops on the excellence of Italian tailoring and an exhibition of iconic dresses created by the most famous Italian fashion designers and worn by great cinema stars. Fashion is indeed one of the sectors of Italian culture that generates enthusiasm among the public around the world, and in Serbia in particular. We will continue to dedicate a lot of energy to Italian fashion events.

With the spring season of concerts and exhibitions having now come to a close, what events would you recommend to our readers for the summer season?

We will have an event in early June on the great Italian families of fashion and art, Versace and Donà dalle Rose. Starting on 16th June, the Italian Cultural Institute will host an exhibition of paintings on canvas by Vittorio Bianchi at the Institute,

Italian fashion events continue to generate enthusiasm among the global audience, particularly in Serbia, highlighting the significance of fashion as a vibrant aspect of Italian culture. We remain committed to dedicating substantial efforts to further promote Italian fashion in the region

and later also another one focused on two stars of Italian and Serbian football – Paolo Rossi and Siniša Mihajlović – will be inaugurated on 5th July, hosted by the Museum of Applied Arts in Belgrade, with very precious football memorabilia like the golden ball and boot. In addition to film screenings at various locations across Serbia, we will promote Mauro Sigura’s jazz band at the Nišville Festival and the literary café at the Institute with Eugenio Berra. And finally, to conclude the summer programme, the lat-

est edition of the Italian and Serbian Film Festival, which is being organised together with Gabriella Carlucci and hosted by the Yugoslav Cinematheque Film Archives, will get underway on 25 th September.

Among the many Italian language courses offered by the Institute, two have piqued our interest: courses for young pupils aged four to seven, and bespoke courses tailored for companies. Could you elaborate on these courses and the

level of public interest they have generated?

The Italian language is undoubtedly much loved in Serbia and is studied at all ages, not only for reasons related to passion for Italy and its culture, but also for the professional opportunities provide to those that speak it. This is why the Institute organises courses at all levels, for groups and individuals, targeting companies, both in-person and online. It is also possible to obtain CILS linguistic certification at the Institute, which is aligned with the Common European Framework of Reference for Languages. There is always a tailor-made course available for those wanting to study Italian.

It is during this period of the year that many young people begin considering their options for studying, either at home or abroad. How frequently do you receive inquiries about studying in Italy from Serbian students?

We constantly receive requests of information from Serbian students who want to study in Italy. We collaborate on the organisation of promotional events of the most important Italian universities and each year award scholarships granted by the Italian Ministry of Foreign Affairs and International Cooperation to a select number of Serbian students and young researchers. We receive a high number of requests every year and the selection process is difficult, given that all the projects submitted are incredibly valuable. The Institute additionally advertises calls for scholarships from Italian universities and cultural institutions, especially in the fields of linguistics and music.

GALENIKA-FITOFARMACIJA

Pillar Of Support To Domestic And European Farmers

With 16 registered products that are harmonised with European legislations, phytopharmaceuticals company Galenika-Fitofarmacija a.d. (JSC) is present on 28 markets, 19 of which are in the European Union. Its annual sales on EU markets exceed a million litres of finished products

Galenika-Fitofarmacija a.d. is the leading manufacturer of plant protection products in Serbia, with 70 years of dedicated work and experience. Expertise and high-quality products form the foundations of success, and the company’s primary goal is to continuously supply domestic and European farmers with safe and high-quality products for protecting plants

ThThe experts of this leading producer of plant protection products in Serbia have dedicated themselves to creating high quality products that satisfy the specific requirements of farmers while at the same time taking care to protect human health and preserve the environment.

Galenika-Fitofarmacija a.d. is the leading manufacturer of plant protection products in Serbia, with 70 years of dedicated work and experience. Expertise and high-quality products form the foundations of suc-

cess, and the company’s primary goal is to continuously supply domestic and European farmers with safe and high-quality products for protecting plants. Galenika-Fitofarmacija a.d. simultaneously advances its operations in accordance with the industry’s highest standards. With 16 registered products that are harmonised with European legislations, this leading domestic producer of plant protection products is present on 28 markets, 19 of which are in the European Union. Its annual

sales on EU markets exceed a million litres of finished products.

In the period since 2016, it has received 99 national registrations in EU. Producing registration files for products that are manufactured in accordance with EU legislations is GalenikaFitofarmacija’s absolute development priority and strategic goal.

T he company will continue investing ever more resources in the future, but will also invest in the knowledge, experience and expertise of its employees, in order to achieve a stable position as a regional leader of agrochemical markets.

GIACOMO BOSISIO, MANAGING DIRECTOR OF DAMM CONSULTING GROUP

The Right Place To Develop Business

Damm Consulting Group is renowned for its personalised consulting services, high professional standards and extensive network of professional associates. They represent the best guarantee that we provide a top service

Financial and tax consulting, bookkeeping and administrative support and human resource management represent our core business, but the scope of action is not limited to those. We offer much more than that.

Our typical clients are foreign, mainly Italian, companies who choose to seize the opportunities Serbia offers in terms of human capital, competitive costs and geographical and cultural proximity. They seek support from consultants who can help them better understand the local

business environment and guide their staff through the peculiarities of the Serbian legal framework. I want my clients to feel reassured that they have picked the right

place to develop their business and that Damm is a reliable partner to identify a solution for each of their needs.

It is crucial to adapt to the specific needs of each client. Thanks to the experience we have gained in over 15 years of activity in Serbia, we can address the most varied requests, taking advantage of the wide network of local professionals we have been cooperating with since our foundation.

We assist to foreign companies in adapting to the local reality, finding the right location and people, and securing funding. In the longer run though,

they need to identify reliable professionals ensure that the administrative part of the job is flawless, and accounts and tax position are in compliance with local legislation.

Our new partners, two major players in the consulting field located in Italy and in other Eastern Europe countries, will grant us a set of tried and tested professional tools and solutions. Our customers will benefit from comprehensive knowhow and an increasingly structured organisation that is also capable of offering assistance at an international level.

Bilateral Cooperation On The Rise Once Again

The business communities of Serbia and Italy enjoy the full support of the highest institutions and officials who have prioritised the economy at the top of their agenda, as was confirmed at the Italy-Serbia Business & Science Forum that was held in Belgrade at the end of March and included the presenting of plans for advancing cooperation between the two countries

There are around 1,200 registered companies in Serbia with majority Italian capital, Italian financial institutions and enterprises that collectively employ approximately 50,000 people, while the goal is to deepen this bilateral cooperation, primarily in the fields of food production, green transition, e-mobility and infrastructure development.

The Italy-Serbia Business & Science Forum, held in Belgrade on 21st and 22nd March 2023, was jointly organised by all members of Sistema Italia - comprising the Embassy of Italy, the Italian Trade Agency, Confindustria Serbia and the Italian-Serbian Chamber of Commercein cooperation with the Serbian Chamber of Commerce & Industry.

Speaking at the forum, Italian Foreign Minister Antonio Tajani and Serbian President Aleksandar Vučić emphasised the importance of relations between the two countries, particularly in support of the further development of bilateral economic relations, while other speakers at the forum included Serbian Chamber of Commerce & Industry President Marko Čadež, Ambassador

TRADE BETWEEN OUR COUNTRIES IS ON THE RISE

It was noted at the forum, which was organised under the scope of the visit of an Italian state-economic delegation led by Foreign Minister Tajani, that the business communities of Serbia and Italy have the full support of the highest institutions and officials who have placed the economy at the top of their agenda.

In his opening address, President Vučić said that Italy is a sincere friend of Serbia and that it has never been among the countries that have exerted undue

Lorenzo Angeloni, Italian Trade Agency President Matteo Zoppas and many other distinguished guests.

It is expected that the production of Stellantis’s electric car in Kragujevac will significantly improve the trade exchange between Serbia and Italy

pressure on our country, but rather has opened the door to cooperation.

“For us, Italy is a sincere friend that we’ve always been able to count on when it comes to our path to Europe and our cooperation on all important, and not always easy, issues,” noted Vučić, before stressing that Italian entrepreneurs are more than welcome in our country.

“I invite all Italian companies to come to Serbia,” he said, adding that Serbia offers a secure environment for investment.

The Serbian president emphasised Italy’s ranking as the second largest foreign investor in Serbia, noting that the value of the total goods exchange between the two countries reached 4.6 billion euros last year, which was 10.5 per cent higher than in 2021; that Serbia’s exports to Italy are worth two billion euros, while imports from Italy have a value of 2.6 billion, and that Italy represents Serbia’s third most important foreign trade partner.

There are almost 1,200 companies with majority Italian capital, Italian financial institutions and enterprises that are registered and active in Serbia, and that collectively employ approximately 50,000 people.

REVIVING THE WONDERFUL COOPERATION OF THE PAST

Foreign Minister Tajani noted that Italy wants to have a greater presence in Serbia and the Balkans, which he said are of strategic importance to Italy.

“We started with a large Balkan country that is an EU membership candidate. That is Italy’s political determination, to once again be present in Serbia and all parts of the Balkans. We want to continue cooperating in the future with the people with whom we cooperated in the past,” said Tajani.

He also expressed thanks to President Vučić and the Government of the Republic of Serbia in response to efforts aimed at establishing peace across the Balkans.

“As a financially developed country, Italy has four million small and mediumsized enterprises. We are impressed by the number of businesspeople attending the business forum, which for me is a sign that the will exists to cooperate and work together. Both Serbian companies and goods are welcome in Italy, as we want

to cooperate even more in our shared interest,” stressed Tajani.

CCIS President Čadež explained that this was the largest bilateral forum held over the last 10 years, which included the participation of more than 250 Serbian and 150 Italian business leaders. He thanked Vučić and Tajani for prioritising the economy on their agenda.

“We are here today to do business,” said Čadež, before reiterating that Serbia

significantly improve the trade exchange between Serbia and Italy.

The forum included three panel debates dedicated to energy and green transition, agriculture and infrastructure, while an additional over 450 or so B2B meetings were organised and included the participation of more than 150 Italian companies and approximately 250 Serbian ones, which represents the best indication of the importance and potential of cooperation between Italy and Serbia. The B2B meetings held represented an added value of the Forum and will certainly contribute to the further development of economic cooperation and the creation of new business opportunities.

A networking cocktail reception was held at the Embassy of Italy in Belgrade

is an excellent investment destination that has to date attracted two thirds of total investments across the region.

B2B MEETINGS REPRESENT AN ADDED VALUE OF THE FORUM

This gathering aims to improve overall economic relations between Serbia and Italy, to expand cooperation in the field of high technologies on the basis of innovations and scientific achievements, and to present new opportunities for Italian companies to invest in Serbia. According to President Vučić, Stellantis’s electric car that is set to be produced in Kragujevac, with production scheduled to be launched next year, is expected to

on the eve of the forum, 20 th March, and brought together representatives of companies from both countries, as well as other important guests. The reception provided an opportunity for forum participants to get acquainted and exchange ideas in an informal environment, which contributed to promoting additional networking and the forging of new business contacts.

The forum served to show that economic cooperation between Italy and Serbia is developing in a positive direction and that great potential for further growth and development exists, primarily in the field of innovation in food production, green transition, e-mobility and infrastructure development.

The value of the total goods exchange between the two countries reached 4.6 billion euros last year, which was 10.5 per cent higher than in 2021

Important Collaboration For Both Countries

The 90th International Agricultural Fair in Novi Sad featured more than 1,100 exhibitors from 26 countries, with Italy as partner-country, which – together with other organisers – helped make this event memorable

Trade between Serbia and Italy in agricultural and food products amounted to 583.5 million euros last year, 20% more than in 2021. There is great potential to further improve cooperation in the agricultural sector, and this is the reason Italy, already at March’s Business & Science Forum, chose agri-tech as one of the main themes.

The jubilee 90 th International Agricultural Fair in Novi Sad took

place from 20th to 26th May and was opened by Jelena Tanasković, Minister of Agriculture of the Republic of Serbia, and Francesco Lollobrigida, Minister of Agriculture, Food Sovereignty and Forests of the Italian

Republic, which is this year’s partner country of the fair.

The largest agricultural event in this part of Europe was attended by 1,100 exhibitors from 26 countries around the world.

“I would like to congratulate the organisers and hosts on their birthday, not a small one, with a centenary of the existence and the jubilee of the 90th international agricultural fair”, said Minister Tanasković. “The partner country of this year’s

In Hall 1, covering an area of 500 square metres, 21 Italian companies were present, half of them for the first time in Novi Sad

fair is Italy, which in recent times has proven to be an exceptional friend of the Republic of Serbia, especially in agriculture. This is also demonstrated by the trade of agricultural and food products between our countries, which amounted to 583.5 million euros in 2022, 20 per cent more than in 2021. The potential to improve our cooperation is great and it is certain that we will head in that direction.”

She mentioned that Italy was partner country of the agricultural fair in 2016 and 2019, while in 2015 it was a friend of the fair.

THE FAIR IS AN OPPORTUNITY TO DISCUSS THE FUTURE

Italian Minister of Agriculture, Food Sovereignty and Forests Francesco Lollobrigida emphasised that attending this event is an opportunity to discuss the future of both countries, and above all cooperation in the field of agriculture and agri-tech.

that are among the leaders in their fields. Half of them presented themselves for the first time in Novi Sad at the Agricultural Fair.

THE ITALIANS CAREFULLY PREPARED THEIR ARRIVAL

That nothing less should be expected was known even before the Fair, when Antonio Ventresca, director of the Belgrade office of the Italian Foreign Trade Agency, said that as a partner country they are not only bringing companies. He went on to announce a rich cultural programme - organised by the Italian Cultural Institute - that will cover the entire city of Novi Sad and two seminars during the fair.

Italian Minister Lollobrigida and President of the Italian Foreign Trade Agency Matteo Zoppas attended the first seminar, which is perhaps the best demontration of how important this fair is for Italy.

“I would especially like to thank the Embassy of Italy, which has made the greatest effort to bring us a large number of visitors from their country. We have the opportunity to learn about innovations in agriculture, the organisation of production and opportunities to exchange experiences, but also to establish partnerships and cooperation,” said the Secretary of State.

INHABITANTS ENJOYED A WEEK OF ITALIAN CULTURE

On the occasion of the 90th International Agricultural Fair, the Italian Cultural Institute in Belgrade in cooperation with the Italian Embassy presented a rich cultural programme called Week of Italian Culture in Novi Sad. A large number of initiatives dedicated to Italian culture were organised by the IIC in the areas of music, dance, theatre, film, art, linguistics...

“It is an honour for me to be here visiting for the first time a country to which we are linked by history and culture”, said Lollobrigida. “I hope there will be a connection in all other areas as well. I will talk with Minister Tanasković about the future of both countries, about the promotion system in the field of agriculture. I expect many positive results in research and production of high quality agricultural products, especially in this era of globalisation.” He emphasised that mutual support is very important because he is certain that cooperation will be mutually beneficial and that we will all benefit from it.

In Hall 1, covering an area of 500 square metres, some 21 Italian companies were present. These are commercially excellent companies

Director of the Novi Sad Fair Slobodan Cvetković expressed his satisfaction with the partnership with Italy and emphasised Italy’s importance in the foreign trade exchange with our country. He emphasised that the way Italy participates in the organisation of the fair as a partner country has been a trailblazer for all other future partner countries, which will want to have the same prestigious status at the Novi Sad Fair.

Otherwise, there is no need to talk much about the importance of mutual cooperation between Italy and Serbia, because the Serbian market is very interesting for Italian companies, especially because agriculture is an important sector in Serbia. That is why both countries are trying to cooperate as much as possible, to develop and exchange technologies and knowledge, because both in Italy and Serbia there are small and medium-sized agricultural companies that need high-quality solutions.

Dušanka Golubović, State Secretary at the Ministry of Agriculture, sent special thanks to Italy.

A tribute to Italian art was organised at Petrovaradin Fortress with the exhibition Italian Art at the Fortress. It included eight paintings from the foreign art collection of the Museum of the City of Novi Sad. An international conference entitled Italian Language, Literature, History and Culture . Encounters in Real, Virtual and Imaginary Space was held at the Department of Italian and Ibero-American Studies of the Faculty of Philosophy of the University of Novi Sad, and the concert La Notte della Taranta– Rhythm and Passion of Apulia on the plateau in front of the Svilara Cultural Station. As part of the Italian Film Day at the Cultural Centre of Novi Sad, 11 films of contemporary production were screened in the original Italian version with Serbian subtitles, the Piano&Movies concert by the Italian pianist Roberto Turino was held at the Svilara Cultural Station, and a literary recital The Knight who Did Not Exist in Youth Theatre.

At the end of an eventful week, Serbia once again proved to be a good host and Italy, as this year’s title says, an excellent partner.

Italy has recently proven to be an exceptional friend of the Republic of Serbia, especially in the agricultural sector

Pearls Of Italian Fashion Presented In Belgrade

IFIB - Italian Fashion in Belgrade, an event dedicated to the promotion of Italian fashion in Serbia and organised by the Italian Embassy in Belgrade, the Italian Cultural Institute and the Fabrika agency, ran from April to June to the delight of all those who appreciate Made in Italy

Italian fashion lovers were treated to a gala concert dedicated to fashion designer Renato Balestra, an exhibition - curated by Stefano Dominella - of 50 legendary dresses and costumes worn by the Hollywood’s greatest divas of the 1950s and 1960s, workshops, seminars, film screenings and exclusive fashion shows.

The first IFIB - Italian Fashion in Belgrade event, dedicated to the

promotion of Italian fashion in Serbia and organised by the Italian Embassy in Belgrade, the Italian Cultural Institute in Belgrade and Fabrika Vesna Mandić, was inaugurated at the end of April with a press conference at the residence of the Italian ambassador and will last until June. During the opening it was emphasized that the IFIB intends to present the Italian fashion industry to the Serbian public

from a variety of perspectives: theatre and music, workshops and seminars, tradition and handwork, sustainability and innovation, fashion shows, women’s empowerment, design and film.

“The Serbian public is in love with Italian fashion”, said Italian ambassador Luca Gori. “The launch of the first IFIB - Italian Fashion in Belgrade will allow them to know even better the creativity, the quality and the many

facets of Made in Italy fashion, a sector that is constantly growing in the world, with over 80 billion euros of export in 2022.”

THE GREAT RENATO BALESTRA LOVED BELGRADE

As part of IFIB, a gala concert dedicated to designer Renato Balestra was held at the National Theatre, featuring

the original costumes he created for the Belgrade Opera.

Non-standard costumes and sets and a combination of tradition and moder-

nity in the opera Cinderella and the ballet Swan Lake are Renato Balestra’s contribution to our national theatre.

“Everyone knows that Renato was very sensitive, incredibly sensitive. He told me that he experienced some of the most beautiful emotions here. One of his last works was the ballet Swan Lake at the National Theatre in Belgrade. He was constantly thinking about Belgrade”, said conductor Jacopo Sipari di Pescasseroli.

Thanks to the quality and originality of Made in Italy fashion, it is growing steadily, with exports set to exceed 80 billion euros in 2022

Ballet stars and opera divas from the Belgrade National Theatre performed arias and excerpts from Rossini’s opera Cinderella and the ballet Swan Lake, with Balestra costumes designed especially for these performances.

“He worked with a lot more colours”, said ballerina Tatjana Tatić. “He took a lot of risks for a classical ballet, especially for Swan Lake which is kind of, some themes are mostly Gothic, some costumes are very similar, and he took risks and put all kinds of cheerful colours. At first, when the premiere came out, opinions were divided, but it was something new, something fresh. Jacopo Sipari di Pescasseroli added that Balestra spent a lot of time looking for the right music for his costumes.

“This is a very important aspect. Other designers create fantastic collections, while other take care of the music and its connection to the design. With Balestra, it was the opposite. He would choose the music first, and only then conceive the costumes.”

50 LEGENDARY DRESSES ARRIVE FROM SEOUL

There was great interest among the audience for the gala concert and the exhibition of original costumes and designs by Renato Balestra. The VII

Day of Italian Design at the Museum of Applied Art was also dedicated to fashion, when a seminar dedicated to fashion sustainability by Eugenia Morpurgo and Tamara Jarić was organised thanks to the Italian Cultural Institute in Belgrade. The exhibition of Italian iconic pieces of design will also be re-organised soon at the Italian Embassy, in collaboration with the Italian Trade Agency, Confindustria Serbia and the Italian – Serbian Chamber of Commerce.

The Italy in Fashion exhibition, conceived and organised by Stefano Dominella, president of the fashion house Maison Gattinoni Couture and of the Section for Fashion, Design and Furniture of the UnIndustria Lazio association, opened at the Ethnographic Museum in Belgrade on 17th May.

The exhibition was opened by Italian Ambassador to Serbia Luca Gori, with an opening speech by the curator of the exhibition, Stefano Dominella, and welcoming words by the director of the Fabrika agency, Vesna Mandić, and the director of the Ethnographic Museum, Marko Krstić.

For the first time in Serbia, visitors could admire pearls of Italian fashion that were previously inaccessible to

Italian fashion is presented through theatre and music, workshops and seminars, tradition and handwork, sustainability and innovation, fashion shows, women’s empowerment, design, film...

the public, from the archives of Italy’s greatest fashion houses. After being presented in Seoul, the Belgrade exhibition previews 50 legendary dresses and costumes worn by Hollywood divas, as a cultural symbol of the spirit and sentiment of the 1950s and 1960s.

Among these 50 exclusive exhibits are the little black dress worn by Anna Magnani at the Oscars, costumes worn by Audrey Hepburn and Anita Ekberg, the jersey dress worn by Lana Turner, Kim Novak and many others.

THE BEST CREATIONS ARE SIGNED BY THE GREATEST MASTERS

“These 50 iconic dresses that have become part of the collective consciousness have contributed in making the

Made in Italy style famous all over the world”, says Stefano Dominella, who recently held a workshop dedicated to students of the Faculty of Applied Arts in Belgrade.

The accompanying programme for the exhibition consisted of a review of films at the Yugoslav Cinematheque (Cactus Flower, La Dolce Vita, Imitation of Life, War and Peace, Europe 51, with a special screening of our classic Love and Fashion) in which the dresses and costumes were worn.

“To present Italian fashion in Serbia”, says Luca Gori, “we decided to emphasize our sartorial tradition and, exclusively for IFIB show in Belgrade, the legendary clothes worn by the greatest stars. We are talking about fabrics and designs signed, among others, by masters such as Gatinoni, Armani, Moschino, Versace, Max Mara, Etro, Missoni, who made the Made in Italy brand famous all over the world.

The IFIB program includes fashion shows by Patrizia Pepe and Dress for Success, as well as workshops dedicated to Italian tradition and craftsmanship. Among others, the Salon of Excellence, on the theme of Italian sartorial art, organised by Aleksandar Đorđević with prominent Italian masters of craftsmanship, such as Franco Puppato, and a seminar dedicated to the role of the Versace and Donà Dalle Rose families in fashion and art.

JELENA PETROVIĆ NJEGOŠ (IT. ELENA DEL MONTENEGRO, OR ELENA DI SAVOIA) 1873-1952

150th Anniversary Of The Birth Of The Last Italian Queen

Jelena Petrović Njegoš, aka Elena of Montenegro (It. Elena del Montenegro or Elena di Savoia), was a Montenegrin princess and an Italian queen, a caring mother, wife and grandmother, a great benefactor, versatile artist, painter, poet, photographer, archaeologist and patron of the arts. She was born in Cetinje on 28th December 1873, as the sixth child and fifth daughter of Prince Nikola and Princess Milena

Christened by Russian Emperor Alexander II Romanov, at the age of ten she was sent to be schooled at the Smolny Institute of Noble Maidens in Saint Petersburg, which was under the patronage of the empress. It was there that she discovered her talent for painting.

It was while attending the first International Art Exhibition of the Venice Biennale in 1895 that she met Italian Prince Victor, with whom she developed a close affinity thirteen months later, at a ball in Russia to celebrate the coronation of Tsar Nicholas II. Their rapport didn’t go unnoticed by Vittorio’s father, Italian King Umberto, who was troubled by his son’s disinterest in marriage and wanted to strengthen his lineage with “new blood”, as there were too many marriages between cousins in the dynasty.

Princess Jelena Petrović Njegoš strengthened the Savoy dynasty by providing it with five children, while her numerous acts of benevolence led to her becoming a favourite among the Italian people.

“I ask you if you will give me your hand and consent that you will take me, and I offer you mine. I want, and later we will ask my and your parents if they will give us permission and blessing,” – it was with these words, in 1896, that Italian Prince Victor Emanuel proposed to Princess Jelena, the daughter of Prince Nikola Petrović Njegoš, while the Italian prince was visiting the Montenegrin court in Cetinje. And he thereby resolved, with this short dialogue, an issue that the

diplomats of Montenegro and Italy had been working on for almost two years. Of his nine daughters, Prince Nikola Petrović Njegoš managed to have five of them married into imperial and royal courts (Princess Zorka was wed to King Peter I of Serbia).

Their civil wedding ceremony was held at the magnificent Quirinale Palace, while the church ceremony took place in the Church of Santa Maria degli Angeli, with many guests from across Europe in attendance. Princess Jelena took the surname Savoy and converted to the Catholic faith, in her firm belief that God is best served through love for one’s nearest and dearest.

A postage stamp entitled “Vittorio Emanuele III’s Wedding” was planned for issue to commemorate this event, but it was never distributed and today there are only 100 existing examples of this stamp.

In the year 1900, news of the assassination of King Umberto by an anarchist in Monza reached his son Vittorio Emanuele while he was cruising the Mediterranean with Jelena. The prince had hitherto considered his ascension to the throne as being a long way off, given his father’s age (56). The young king immediately got to work. Speaking just a few days after taking the throne, in his first address to the nation, he introduced a conciliatory policy by stating “Monarchy and Parliament go hand in hand”.

The ruling couple took up residence in Rome’s Quirinale Palace, which was surrounded by royal gardens and sports fields. A veritable oasis of happiness and joy for the royal couple, they spent years and decades of their reign in this idyll, together with their children.

The Italian people felt affection towards the new royal couple, and often also admiration. When an earthquake devastated the city of Messina in 1908, the king and queen risked their own lives by travelling to the area and spending more than 20 days helping the people of the city. The queen skilfully assisted the wounded, easing the suffering of the victims by her own hand. It was more than 50 years later, in 1960, that a marble statue was erected in Messina’s Seggiola Square, embracing the figure of the queen as a young girl who witnessed the devastating earthquake and responded as

the noble, courageous benefactor known as Elena di Savoia.

The Queen of Italy had five children with King Victor Emmanuel III: Yolanda, Mafalda, Umberto, Giovanna and Maria Francesca, all of whom married into European royal houses. Jelena went down in history as the last queen of Italy.

In 1939, three months after the Nazi invasion of France, Jelena penned letters to the six European queens who were then still neutral (Denmark, the Netherlands, Luxembourg, Belgium, Bulgaria and Yugoslavia). Victor Emmanuel III was arrested by Benito Mussolini in July 1943, but in September of

remained briefly in Egypt before relocating to France. There, in Montpellier, she was diagnosed with a severe form of cancer and died during an operation to treat it in 1952. She was buried, in accordance with her wishes, in a common grave at the Montpellier Municipal Cemetery.

Victor and Jelena hadn’t been parted from one another from 1896 onwards, even during their time in exile – 51 years of marriage, together with the Italian nation, in fortune and misfortune. Her charitable work and service to the people of Italy were so great that Catholic Bishop Ricard of Montpellier initiated the process of her beatification in 2001.

that same year, with the help of their allies, the royal couple managed to find refuge in the port city of Brindisi. Their daughter Mafalda was arrested by the Nazis and imprisoned in Buchenwald concentration camp, where she died in 1944. In a referendum held in Italy in June 1946, 52 per cent of voters gave their support to a republic over a monarchy. The formation of the new Republic of Italy was declared four days later, thus formally ending the House of Savoy’s rule in Italy.

Vittorio Emanuele III, who had abdicated in favour of his son Umberto II prior to the referendum, headed into exile with Jelena in May 1946. The royal couple retired to Villa Jela in Alexandria, as guests of King Farouk I of Egypt, who thus reciprocated for the hospitality that his father had previously enjoyed in Italy. Jelena remained by her husband’s side until his 1947 death. Left a widow, she only

In 1937, Pope Pius XI bestowed on her the Golden Rose of Christianity, the Catholic Church’s highest honour for a woman. In a telegram of condolence sent by Pope Pius XII to her son Umberto II following her death, he described Jelena as a “Lady of charitable work”.

In 2002, on the occasion of the 50th anniversary of her death, the Italian Ministry of Communications issued a commemorative stamp with her likeness that linked her personality to the fight against cancer. At the beginning of the 21st century (2001), with the opening of the diocesan process for her beatification, the late queen was accorded the title “Servant of God”.

In December 2017, 65 years after her death, Jelena’s remains were repatriated from Montpellier to the monumental Sanctuary of Vicoforte Church near Turin, where they were interred alongside the mortal remains of her husband.

Strade Dei Vini

There are few better ways to experience autumn in Italy than with a trip to its wine regions, visiting vineyards and cantinas, sampling artisanal cheeses and breads, and dining in rustic trattorias overlooking posterworthy landscapes. But Italy has some 140 wine roads (called strade dei vini) to sate most every oenophile’s taste, so how to choose one that’s best for you? Here are five of these amazing routes, ranging from the Veneto and Piedmont in the north to Sicily in the south for you to consider for your next fall getaway

PROSECCO ROUTE

(Strada del Prosecco, Veneto)

While prosecco has become one of Italy’s best known exports in the last decade, its wine road, the first such route designated in Italy, is now generating buzz beyond the country’s borders. Located in a hilly stretch of the Veneto in northeastern Italy, the Prosecco Strada runs from Conegliano (about a 50-minute drive from Venice) to Valdobbiadene, a 33-kilometer route weaving through wine villages and towns and rolling countryside dotted with vineyards, medieval fortresses, family owned cantinas, frescoed churches and castles (one you can stay is the Castel Brando in Cison di Valmerino). Roads are narrow and winding here so (as in any wine region) designate or have a driver if you’re going to be sampling along the way. On this route you’ll be able to try prosecco in three varieties--sparkling, semi-sparkling and still, the latter called tranquillo. The “grand cru” of prosecco, the DOCG Superiore di Cartizze, comes from the hillsides near Valdobbiadene, specifically a 106-hectare parcel of land that is among the most expensive vineyard terrain in the world.

THE BAROLO ROUTE

(Strada del Barolo e Grande Vini di Langa, Piedmont)

Piedmont produces some of the world’s most renowned wines, among them Barolo, the silky smooth red that’s been dubbed the “king of wines” and the “wine of kings;” and Barbaresco, which like Barolo is made from the Nebbiolo grape. There are routes you can drive that focus not only on visiting renowned cellars and seeing idyllic landscapes but also on the region’s historic art and architecture. One trip that encompasses a bit of everything starts in Alba, a foodie haven known for its white truffles and often called the “capital of the Langhe,” one of the sections of Piedmont (along with Roero and Monferrato) designated a UNESCO World Heritage site for its winemaking traditions. The route then curls through the countryside, down to Roddino and then back up to Castiglione Falletto. On the way you can explore nearby medieval castles (notably at Grinzane Cavour) and have access to Barolo vineyards and cantinas; at La Morra there are walking trails that take you into the heart of wine country. From Castiglione Falletto, the last stop on the route, it’s easy to reach the town of Barolo itself, about 5 kilometers away. You’ll want to arrange tastings of the famous wine at local vineyards (as in other areas, schedule an appointment), and visit the Castello Falletti, which dates from the 10th century. It houses a museum and enoteca where you can also sample some splendid Barolos.

THE ETNA WINE ROUTE

(Strada del Vino dell’Etna, Sicily)

Yes, there are vineyards on the slopes of Mt. Etna, Europe’s largest active volcano, which erupts from time to time, but that hasn’t deterred area wine growers, who produce highly regarded reds, whites and roses from its special terroir. An easy way to navigate the Strada del Vino dell’Etna is by a special wine train departing on Saturdays (for a minimum group of 10, reservations required; private tours can be arranged for smaller groups) from Piedimonte Etneo on the Ferrovia Circumetnea, built in the late 19th century. The route (which also includes travel in a dedicated wine bus) weaves through historic towns and past vineyards, citrus farms and farmhouses. Among the many fascinating wineries to visit is the Tenuta Tascante, owned by Tasca d’Almerita, a pioneering Sicilian vintner with four other estates on the island. When in the area sample such Etna specialities as Bronte pistachios, considered the best in Italy-they’re scrumptious in pistachio gelato and pistachio pestos.

CHIANTI CLASSICO WINE ROUTE

(Strada del Vino e dell’ Olio Chianti Classico, Tuscany)

Perhaps the best known wine road in Italy is the Chiantigiana that threads through the heart of Chianti country, spanning 69 kilometers from Florence to Siena. On this route you’ll come to such famous wine towns as Greve and Castellina, and by traveling nearby roads, to Radda and Gaiole. Set aside time to visit legendary wineries like Marchesi Antinori in Bargino (19 kilometers from Greve), which helped pioneer the development of Super Tuscans; Badia a Coltibuono (6 km from Gaiole), a gracious wine estate with cooking classes and lodging; and the Ricasoli family’s Castello di Brolio (11 km from Gaiole), the oldest winery in Italy. The castle can be visited and the property includes an Italian country-style farmhouse for vacation stays.

THE ETRUSCAN ROMAN WINE ROUTE (Strada dei Vini Etrusco Romana, Umbria)

Although the ancients Greeks brought grape varieties and winemaking methods to Sicily, the Etruscans upped the game, teaching the Romans how to better produce the elixir that has been a part of daily life on the peninsula for thousands of years. You can travel through Umbrian towns and villages settled by the Etruscans and Romans if you follow the Strada dei Vini Etrusco Romana from Orvieto to Narni (roughly 63 kilometers), where you’ll find an assortment of vineyards producing top Umbrian wines, like the Orvieto and Rosso Orvietano DOCs. Be sure to set aside time to visit the historic town of Orvieto, once a major Etruscan center and known for its Gothic-style Duomo, which dazzles with an elaborately carved marble facade. Another stop on the route is Amelia, on a beautiful hillside setting overlooking the Tiber, and famous for its polygonal-style stone walls believed to have been built by the Etruscans. At the end of this route you’ll be in Narni, a medieval hill town with a subterranean section (Narni Sotterranea), home to a 12th-century church with rare frescoes. While traveling this area, be sure to sample regional pastas like stringozzi with asparagus, or in season, tagliatelle with truffles, and bistecca Chianina, a luscious steak from the region’s white cows.

06 MATJAŽ HAN, SLOVENIAN MINISTER FOR THE ECONOMY, TOURISM AND SPORT COMMITTED TO TECHNOLOGICAL DEVELOPMENT AND INNOVATION

16 TILEN REBEC, DIRECTOR, SRC DOO BELGRADE A RELIABLE PARTNER FOR THREE DECADES

10 H.E. DAMJAN BERGANT, AMBASSADOR OF SLOVENIA TO SERBIA EUROPEAN IDENTITY ABOVE NATIONALITY

17 IGOR DODIĆ, LAWYER, LAW OFFICE DODIĆ-ĐURIĆ-DABIĆ

SOLAR IS NO LONGER THE FUTURE, IT'S NOW

14 MIHAILO VESOVIĆ, DIRECTOR OF THE CHAMBER OF COMMERCE AND INDUSTRY OF SERBIA’S DIVISION FOR STRATEGIC ANALYSES, SERVICES AND INTERNATIONALISATION GOOD POLICIES & ECONOMIC COOPERATION GO HAND-IN-HAND

IMPRESSUM

EDITOR IN CHIEF

Neda Lukić n.lukic@aim.rs

ART DIRECTOR

Branislav Ninković

b.ninkovic@aim.rs

PHOTOS

Zoran Petrović

COPY EDITOR

Mark Pullen mrpeditorial@mail.com

PROJECT MANAGERS

Biljana Dević

b.devic@aim.rs

Mihailo Čučković

m.cuckovic@aim.rs

Renata Šteković Zagorac

r.zagorac@aim.rs

OFFICE MANAGER

Svetlana Petrović s.petrovic@aim.rs

FINANCE

Dragana Skrobonja finance@aim.rs

EXECUTIVE DIRECTOR

Maja Vidaković m.vidakovic@aim.rs

DIRECTOR

Ana Novčić a.novcic@aim.rs a.novcic@cordmagazine.com

PUBLISHER

Ivan Novčić i.novcic@aim.rs

DANIJELA FIŠAKOV, PRESIDENT OF THE SLOVENIAN BUSINESS CLUB

18

CLEAR VISION FOR A PROSPEROUS FUTURE

23 BOGDAN GAVRILOVIĆ, MANAGING DIRECTOR, WORLD TRANSPORT OVERSEAS NEW ENERGY, NEW VICTORIES

19

ALEŠ LESKOŠEK, EXECUTIVE DIRECTOR, COMTRADE SYSTEM INTEGRATION SLOVENIA FIRST CHOICE IN THE ADRIATIC REGION

24 20 YEARS OF THE SLOVENIAN BUSINESS CLUB PILLAR OF SUPPORT AND THE PRIDE OF ITS MEMBERS

22 FRAGMAT INSULATION EXPERTS

28 ALPINE SKI MUSEUM

SLOVENIA: AT THE HEART OF THE HISTORY OF SKIING

30 250TH ANNIVERSARY OF THE DEATH OF ANTON JANŠA BEEKEEPING PIONEER IMMORTALISED BY A UN DAY

32 PREDJAMA THE WORLD’S LARGEST CAVE CASTLE

PRINTING Rotografika d.o.o. Segedinski put 72, Subotica SLOVENIA 2023 Published

Fostering Prosperous Relations: SERBIA AND SLOVENIA'S PATH TO MUTUAL SUCCESS

ThesuccessofrelationsbetweenSerbiaandSloveniacanbeattributed,amongother things,tobothcountries’progressinestablishingrobustpoliticalinstitutionsand marketeconomies,leadingtomutuallybeneficialpartnerships.Inordertofurther enhancetheircollaboration,SerbiashouldprioritiseacceleratingitsEUintegration processwithSloveniansupportandassistance

ambassador to Serbia, Damjan Bergant, has expressed Slovenia's willingness to assist Serbia on its path to EU integration. In order to achieve this end, Serbia needs to overcome obstacles that hinder its accession.

In the book Why Nations Fail, economists Daron Acemoglu and James A. Robinson argue that a nation's wealth and prosperity depend on its political and economic institutions, rather than on external factors like climate or geography. Strong and inclusive institutions, such as a well-functioning government and market system, facilitate investment and provide a sense of security. This leads to economic growth and development, as both domestic and foreign investors are encouraged to allocate resources efficiently. Transparent legal frameworks, property rights and fair market competition attract foreign businesses, as well as fostering collaboration and prosperous

relations between countries.

The success of bilateral relations between Serbia and Slovenia can be attributed to the establishment of mutually beneficial partnerships and collaborations based on their progress in creating good political institutions and market economies, albeit with varying degrees of success and at varying tempos. As a result, there has been a positive impact on trade, exchanges of knowledge and cultural understanding between the two countries.

However, there is still room to improve these successful collaborations. Various stakeholders offer insights into how to achieve further progress. Slovenia's

As suggested by other interlocutors, in terms of economic relations, Serbia can create a more favourable investment environment by reducing administrative barriers, streamlining procedures and clarifying laws. Furthermore, efforts aimed at strengthening the rule of law and the struggle against corruption, while enhancing personal and business legal security, will deepen bilateral cooperation between the two countries.

Additionally, increased investment in Serbia’s infrastructure would attract investors, while providing more support to small and medium-sized enterprises and enhancing Serbia's appeal as a business destination.

Serbia and Slovenia's successful relations are based on mutually beneficial partnerships, resulting in positive impacts on trade, exchanges of knowledge and cultural understanding

Committed to Technological

DEVELOPMENT AND INNOVATION

SLOVENIAN MINISTER FOR THE ECONOMY, TOURISM AND SPORT MATJAŽ HAN

Our objective is to foster a competitive business environment, promote entrepreneurship and innovation, and address challenges facing society. Achieving this requires integrating research, education and businesses. While that may sound simple, it is actually a challenging task to accomplish

Matjaž Han, Minister for the Economy, Tourism, and Sport of the Republic of Slovenia, recently announced significant interventions to ensure that Slovenia remains well-prepared for the changes to the structure of global trade and the transition to Economy 4.0. We therefore took this opportunity to discuss all of these long-term advancements in order to

better understand their scope and impact on the region, and Serbia in particular.

■ You’ve mentioned the reform of legislation as being one of the major lines of action for your Ministry. Can you provide examples of specific legislative reforms you

REGION CREDIBILITY BREAKTHROUGH

Given the Western Balkan countries’ status as important trade and investment partners, our objective is to further enhance economic relations and strengthen our mutual ties

The Slovenian Business Club is a trusted and valued organisation in the business community and a credible and highquality player on the business landscape

plan to undertake in order to improve the legislative framework for businesses?

- The Ministry of the Economy, Tourism, and Sport in Slovenia has a plan to support a favourable environment for businesses. One of our important actions is to update the Prevention of Restriction of Competition Act. This update will incorporate two EU regulations that aim to enhance transparency and fair competition in online intermediation services and the digital sector. This amendment will give more authority to our national competition authority, which will enforce these regulations and ensure that all businesses have an equal opportunity to succeed in these areas.

In addition, our ministry, along with other ministries and agencies, is actively working on two regulatory reforms. The first reform focuses on digitising our Company Law and simplifying registration procedures for businesses. By embracing digitalisation, we aim to streamline registration processes and enable the use of electronic identification and other digital tools. This reform seeks to enhance the Slovene business environment, rendering it more efficient and accessible for entrepreneurs. The second reform focuses on streamlining registration procedures for businesses in the primary and business registers. It includes digitising procedures, harmonising cross-border merger rules and allowing electronic and virtual meetings for joint-stock companies. These changes will encourage the digitalisation of business processes and promote fair competition.

In addition to our significant exports to EU member states, we are implementing additional measures to enhance our international reach by exploring new markets

Another approach to boost value added is investing in strategic national projects, particularly in the green and digital transformation of the automotive industry. For instance, the government recently pledged 200 million euros for the GREen MObility Mission, which complements other state investments in the automotive sector. These investments, combined with business innovation, are expected to contribute to higher value-added per employee in the industry.

■ What strategies will be implemented to place Slovenia among the group of countries that are innovation leaders? Do you see possible synergies in the region?

- I have already mentioned the Slovenian Industrial Strategy 2021-2030, which is all about making Slovenia an innovation leader. We want to create a competitive business environment and to foster entrepreneurship and innovation, as well as tackling societal challenges! We focus on going green, being creative and embracing digital development. This sounds simple and logical, but to stay ahead of the game in this rapidly changing world, you need to bring together research, education and businesses. As you know, this is far from being simple – it is a highly complex process!

The World Handball Championship, which was held in Slovenia last year, generated a remarkable economic return of 1.7 euros for every euro invested. Such sporting events not only have a significant impact on tourism through international promotion, but also align well with our portfolio

That is why we are supporting companies at different stages and levels with technological investments, encouraging new ideas and even helping with the employment of researchers. We are also offering various measures to support companies on their innovation journey. Overall, the ultimate goal is to ensure that businesses can thrive in this rapidly evolving world.

■ How do you envisage Slovenia achieving its objective of generating 100,000 euros of added value per employee by 2030? What steps will be taken to increase the ambition of the business sector?

- We have developed several strategic documents, including the Slovenian Development Strategy 2030, Slovenia’s Sustainable Smart Specialisation Strategy S5 and the Slovenian Industrial Strategy 20212030. Our main goal outlined in these strategies is to increase the value added per employee by improving productivity. To achieve this, the government is increasing funding for innovation and knowledge. We are committed to technological development and innovation, which is why our government has just signed a historic agreement for strategic cooperation with the Chamber of Commerce, independent research institutes and the Rectors’ Conference. Our common goal is to increase public and private funds for research and innovation to at least 2.8 per cent of GDP by 2027.

■ Could you provide more details about plans to strengthen internationalisation and economic diplomacy? How are your plans being impacted by current trends, such as the geographical repositioning of global value chains, rising tension between the U.S. and China, and other global developments? Where doe Serbia and the region stand with regard to this plan?

- It is a fact that global changes are impacting the Slovenian economy, as we are an export-oriented economy with high dependency on global trends. In order to adapt, we are focusing on diversifying our exports and increasing the value added per employee. While our exports to EU member states are already significant, we are taking extra measures to further internationalise by exploring new markets and establishing diplomatic missions accordingly. The objectives outlined in the Programme for the Promotion of Investment and Internationalisation of

the Slovenian Economy include enhancing the resilience and competitiveness of Slovenian companies, expanding exports to third-country markets and increasing the export focus of businesses, capitalising on high-tech niche markets. We are also attracting foreign direct investment, promoting Slovenian investment abroad and improving the visibility of the Slovenian economy in global markets.

Through various measures, we have been promoting investment and the internationalisation of Slovenian green, creative and smart products and services in specific breakthrough and priority areas. I believe this helps to improve the positioning of the Slovenian economy in high-value-added segments of resilient value chains.

The Western Balkan countries are our important trade and investment partners, which is why we aim to continue strengthening our economic relations through various projects and programmes.

We are committed to technological development and innovation, which is why our government has just signed a historic agreement for strategic cooperation with the Chamber of Commerce, independent research institutes and the Rectors’ Conference

We are actively implementing the Scientific Research and Innovation Strategy of Slovenia 2030 in order to position Slovenia as an innovation leader. We are also collaborating with neighbouring countries to leverage synergies in the region. These collaborations aim to promote joint research projects and exchanges of knowledge, and to facilitate the mobility of researchers. We have additionally established the Public Agency for Scientific Research and Innovation Activity, which actively supports technological development and facilitates knowledge transfers within the innovation sector.

■ Would you comment on the role of the Slovenian Business Club, which is this year commemorating its 20th anniversary in Serbia, when it comes to the development of the economies of both countries?

- The Slovenian Business Club is a trusted and valued organisation in the business community. It has grown significantly over the past decade and offers assistance with market implementation. The Club has a positive reputation and fosters strong cooperation and connections between countries. It contributes to the competitiveness of the economies and facilitates a joint presence on other markets through various events and meetings. In summary, it is a credible and highquality player on the business landscape.

■ In the field of tourism, how do you plan to increase the quality of services and subsequently added value? What measures are needed to enable the more efficient development of tourism and hospitality services?

- To put it short and sweet, the Slovenian Tourism Strategy 2022-2028 aims to enhance and benefit tourism through stakeholder cooperation. The vision is “Green boutiques. A smaller footprint. Greater value for all”. It focuses on five goals: quality and year-round offer; satisfied

residents, employees and guests; positioning tourism for value and sustainable development; decarbonisation and balance; and, lastly, efficient management. To achieve this, the Strategy includes 94 measures across 23 policy areas, supported by strategic and horizontal policies.

■ Sport became part of your portfolio as of January this year. Could you elaborate on the potential synergic effects between the economy, tourism and sport? How do you plan to leverage these synergies?

- As you know, Slovenia and Serbia signed a Memorandum of Understanding on cooperation in sport in 2015. Regarding the synergic effect, we can start at the end with sport, which, according to recent studies, is a multiplier for the economy. Each euro invested in the World Handball Championship that was held in Slovenia last year produced 1.7 euros of economic return. This kind of sporting event also has a high impact on tourism, by way of international promotions, as well as on the sports or sport-related industry, which in Slovenia particularly developed in medium-sized or small companies and entrepreneurs.

■ What specific actions will your ministry take to promote sports tourism and increase the construction of sports infrastructure?

- In the medium term, our focus is on three pillars. Firstly, the National Programme of Sport 2024-2033 will prioritise sports tourism, sustainability and green initiatives. Secondly, we have allocated 150 million euros through a special law for investment in sports infrastructure from 2023-2027, ensuring safety, sustainability and energy-saving standards. Lastly, we will introduce new legislation to organise and co-finance major sporting events, promoting tourism and health-enhancing activities.

European Identity

ABOVE NATIONALITY

H.E. DAMJAN BERGANT

Slovenia is ready to assist Serbia on all issues related to the European integration process, says Slovenian Ambassador H.E.

Damjan Bergant in this interview for CorD Magazine

Responding to the increasingly prevalent question of whether recognition of Kosovo's independence represents a precondition for Serbia's EU accession, he presents the view that it is essential “for Serbia to normalise relations with Kosovo”. In this context, Belgrade must endeavour to be as cooperative as possible and to act in good faith in order for the normalisation agreement to be implemented under the shortest possible timeframe. Understanding the idea of the EU means understanding that the individual is at the centre, and not the nation, says the ambassador, explaining his contention that “the worst enemy of the EU is nationalism”, which he also

recognises in Serbia, where “individuals are currently inclined more towards nationalism than the European perspective”.

■ Your Excellency, given that you arrived in Serbia almost three years ago, it could be said that you are approaching the culmination of your mandate. How would you rate relations between Slovenia and Serbia from your personal perspective?

- Slovenia and Serbia cooperate well and have excellent relations. This doesn’t mean we can’t further strengthen our cooperation, which is

AMBASSADOR OF SLOVENIA TO SERBIA

HOMEWORK RELATIONSHIPS EU

We want Serbia to advance on its path to EU accession, which means Serbia diligently doing its homework and resolving all issues that currently represent obstacles to its EU accession

I can say that relationships between states are the same as relationships between people. They require a transparent, two-way approach

actually our task, and one that I think we are performing well. We want Serbia to advance on its path to EU accession, which means Serbia diligently doing its homework and resolving all issues that currently represent obstacles to its EU accession. That would further deepen our bilateral cooperation. There should be no need to repeat that Slovenia is always ready to help Serbia on issues related to the EU.

■ You stated at the beginning of your mandate in Belgrade that you would also dedicate yourself to supporting Slovenes who live in Serbia. How would you rate their position?

- Slovenes in Serbia are generally very well organised. These are Serbian people with Slovenian roots, some of whom have Slovenian citizenship and work in individual companies. These associations are important because they secure the preservation of identity and promote the Slovenian culture and language. The embassy is in constant contact with all such associations and offers them assistance. There are also many Slovenians living in Serbia, most of whom work here as businesspeople. We are also a great pillar of support to them and offer to help them when required. In short, the Embassy strives to perform its tasks to the best of its abilities. I hope that is also seen and appreciated by Slovenians.

Serbian citizens still haven’t realised that being an EU citizen is an upgraded annex to being a Serbian citizen and that, as a result of Serbian becoming an EU member state, Serbian society, like every individual, will only gain and won’t lose anything

don’t differentiate between Serbs who live and work in Slovenia and Serbs who live and work in other EU member states. For example, there are many more Serbs living in Germany or Austria, and no questions or demands are being made of these countries regarding the recognition of the Serbian minority.

■ Slovenia is among Serbia's most important economic partners. The existing group of 1,500 Slovenian companies was recently joined by another one, with the acquisition of the Serbian glassworks in Paraćin. You’ve said that Slovenian business interests are currently directed towards construction. What are they interested in the most?

When Serbia is one day in the EU, and its neighbouring countries are also there, all Serbs will live under one flag – the European flag – and in a democratic environment based on the rule of law and respect for individual human rights

■ Does the space exist to improve the position of Serbs in Slovenia, who still haven’t been granted the status of a national minority that they desire?

- It is also necessary in this instance to clearly distinguish between two categories. One represents Slovenians with Serbian roots, while the other relates to Serbian nationals working in Slovenia. Regardless of status, Slovenia provides for the protection of the rights and freedoms of all individuals, in accordance with the Constitution and laws. Everyone can use their own language and practice their own culture. Young people with Serbian roots have the opportunity to learn the Serbian language in Slovenia, while at the same time they all represent a valued part of Slovenian society. According to the Slovenian Constitution, there are two autochthonous national communities in the country: Italian and Hungarian, who also have their own representatives in the Parliament. Apart from that, there is also a Roma community that is represented at the local level. All other nations and nationalities have, as noted, rights that are harmonised with international conventions. Serbs reside throughout the entire country of Slovenia and are not confined to a specific geographical area, as is the case with representatives of the Italian and Hungarian communities, who were already living in those areas before the creation of the independent Slovenia. In Slovenia, we

- That’s right, the legendary Paraćin glassworks – after many years of tribulations for that very important company; the only factory producing glass packaging in the wider region, and a factory with huge potential – has been taken over by international company Global Glass, which also owns Staklarna Hrastnik [glass manufacturer based in Hrastnik, Slovenia]. This holding company has serious customers and an ambitious business agenda, so it is planning major investments in the Paraćin glassworks, which could become the main engine of the holding company. We are very glad that Slovenian management and Slovenian knowledge and experience can once again elevate the Paraćin glassworks to the position it once held and which its workers deserve.

Alongside that investment, which is a de jure Swiss investment, albeit with Slovenian knowhow and management, there is also great interest in projects in the area of ecology and green energy – primarily in terms of the announced major and important projects to build waste processing and recycling centres, sewage systems, wastewater treatment plants and renewable energy sources, in which the Slovenian economy once again has a wealth of experience and knowhow, as well as capital to invest. We find it regrettable that this area is developing slowly, because these projects were announced three years ago, but plans were disrupted by economic cycles, the pandemic and other priorities. We hope that the Serbian market will recognise the added value of Slovenian companies that can be of great importance for the realisation of the noted projects, and that they will receive an opportunity to prove themselves.

■ How far have talks progressed on the announced joint modernisation of the Belgrade-Ljubljana railway?

- From our side, as far as I know, there are no obstacles to the development of rail traffic. However, I’m not acquainted with the situation in Serbia and Croatia.

■ Are you satisfied with the level of cooperation achieved in the areas of education and culture?

- I am extremely satisfied with what the two countries are doing in the field of culture. I’m happy that so many exchanges exist between artists and it delights me every time we are informed, for example, about the performances and concerts of Slovenian artists in Serbia. If they ask for help, we will happily help them as much as we can. In any case, it is necessary to continue cooperation on the cultural front at the same tempo.

■ You stated recently that the road from Belgrade to Brussels could go via Ljubljana. Referring to a possible partnership on the road to Europe, you added “but only on condition that they cooperate equally and without envy”. Could you elaborate a little on what you meant?

- Slovenia has supported Serbia on its path to EU accession from the very outset and intends to continue doing so. As I said, the question, of course, is how much Slovenian help Serbia will want. It is not proper or decent for Slovenia to impose aid. At the same time, Slovenia, as an EU member state, can always be a great advocate for Serbia in Brussels. Being well acquainted with Serbia and the other countries of the Western Balkans, Slovenia can contribute a lot to discussions in Brussels, in a positive sense. And my statement that the road from Serbia to Brussels could lead via Ljubljana was also made in that context. When it comes to the second part of your question, I can say that relationships between states are the same as relationships between people. They require a transparent, two-way approach. If we want to do business in such a way, there is no room to open issues that could harm relations.

It is essential for Serbia to normalise relations with Kosovo. In this context, it must endeavour to be as cooperative as possible and to act in good faith in order for the normalisation agreement to also be implemented under the shortest possible timeframe. Of course, not everything depends on Serbia

aren’t doing enough on this topic, while there are even individuals who often do the opposite. Statements claiming that the EU doesn’t want Serbia as a member are untrue and deceptive.

■ This July will mark 10 years since the launch of the Brdo-Brioni regional initiative, which was intended to strengthen ties in the Western Balkans and fortify the European perspective of the region. How do you see the reach of that initiative?

- That initiative has certainly helped, and continues to help, on cooperation between countries in this domain. It is good that Slovenia was the initiator of this initiative, as it is very familiar with the region and has a reputation in certain countries. Whatever the case, Slovenian President Nataša Pirc Musar wants to continue with the initiative and hopes that she will receive the support of all countries participating in this initiative. This isn’t a duplication of other similar initiatives, but rather something that can only help in terms of addressing unresolved issues in the region and can serve to assist in advancing the European integration aspirations of the countries of this region.

■ You assessed that “the biggest enemy of the EU is nationalism, and I’m afraid that individuals in Serbia are currently inclined more towards nationalism than the European perspective”. Where do you see that nationalism in Serbia?

■ You are among the diplomats who often say that Serbia will be a future part of the EU. How do you interpret the waning enthusiasm for that process among Serbian citizens?

- Serbian citizens generally aren’t familiar with what the EU actually offers or how Serbia’s EU membership would impact on them and Serbian society. They mostly have a mistaken idea that, by becoming an EU member, Serbia will have to give up certain things that mark Serbian statehood and transfer certain elements and sovereignty elsewhere.

They actually still haven’t realised that being an EU citizen is an upgraded annex to being a Serbian citizen and that, as a result of Serbian becoming an EU member state, Serbian society, like every individual, will only gain and won’t lose anything. When citizens grasp and understand this, support for EU membership will also increase. However, in order for that to happen it is necessary to launch a joint campaign by the EU and especially the authorities in Serbia. Unfortunately, in my opinion, others

- That is particularly so in the statements of individuals who directly or indirectly speak about the notion of all Serbs being within one country and the like. There is no place for such ideas in modern times. This also isn’t the European way of thinking, where belonging to Europe is considered as being above national belonging. The individual is the central point of protection, not the nation. The revival of the idea of changing borders on the basis of nationalism leads to collapse and further conflicts and wars. That’s why it is absolutely essential that we all fight together to achieve European standards. When Serbia is one day in the EU, and its neighbouring countries are also there, all Serbs will live under one flag – the European flag – and in a democratic environment based on the rule of law and respect for individual human rights.

■ Will Serbia have to accept Kosovo's independence if it wants to accelerate the EU accession process?

- It is essential for Serbia to normalise relations with Kosovo. In this context, it must endeavour to be as cooperative as possible and to act in good faith in order for the normalisation agreement to also be implemented under the shortest possible timeframe. Of course, not everything depends on Serbia.

MIHAILO VESOVIĆ, DIRECTOR OF THE CHAMBER OF COMMERCE AND INDUSTRY OF SERBIA’S DIVISION FOR STRATEGIC ANALYSES, SERVICES AND INTERNATIONALISATION

Good Policies & Economic Cooperation GO HAND-IN-HAND

Intensified political cooperation and the strengthening of mutual trust also has a favourable impact on the volume of economic cooperation, with Serbia ranking among the top countries in terms of the volume of Slovenian investments, while in recent times there has also been an increase in the flow of Serbian investments heading to Slovenia

The trade exchange between Serbia and Slovenia totalled 1.7 billion euros in 2022, which was up 292 million euros, or 20.7%, on 2021. Exports of Serbian products to Slovenia last year were worth 738.9 million euros, representing 54.1 million euros (or 7.9%) less than was achieved in 2021. The value of imports reached 957.1 million euros in 2022, which marks an increase of 237.8 million euros (or 33%) compared to 2021. The increase in goods imports from Slovenia in 2022 exceeded the increase in Serbia’s exports to this market, and thus the trade deficit with Slovenia stood at 218.2 million euros, after having totalled just 34.5 million euros in 2021.

Exports to Slovenia in the first quarter of the current year were slightly lower than the total recorded in Q1 2022 (down 2.6 million euros), while imports from Slovenia were up by approximately 3.6 million euros, thus the mutual trade exchange in the observed period of this year is almost the same as in 2022. These statistics were presented by Mihailo

Vesović, Director of the Chamber of Commerce and Industry of Serbia’s Division for Strategic Analyses, Services and Internationalisation, in this CorD Magazine interview.

■ How much has cooperation between the two countries proved resilient against the global economic crisis of the last few years?

- There has been a noticeable upward trend in the trade exchange between Serbia and Slovenia over the last five years, with just a slight decrease in that exchange recorded in 2019. Expressed in percentages, this exchange has grown annually by between five per cent and as much as 20 per cent. The foreign trade balance was positive for Serbia during 2018 and 2019, while Serbia has had a trade deficit with Slovenia since 2017. The Covid-19 pandemic showed that all companies that were able to reorient their operations to the markets closest to them geographically

SUPPORT ADVANTAGES OPPORTUNITIES

The Chamber of Commerce & Industry of Serbia, with its numerous activities, assists in the internationalisation of its members and their appearance on foreign markets, while it will soon have its own representative in Slovenia again

Serbia is the region’s most attractive investment destination, on the basis of its physical and geographical characteristics, market size, free trade agreements and investor support system

suffered the fewest shocks and recovered the quickest following the end of the crisis. A significant number of Serbian and Slovenian companies operated on both markets.

As an illustration of the volume of business cooperation between the two countries, we note that there were 4,409 Serbian companies registered as doing business with Slovenia in 2020, while that number increased to 4,502 during 2022.

Some 1,050 companies that are majority owned by registered enterprises or private individuals from the Republic of Slovenia were actively operating in Serbia during 2020, while in 2022 that figure rose to 1,066.

■ We often explain the success of joint cooperation between Serbia and Slovenia as being due to the fact that we once formed parts of the same country. How relevant to good cooperation is that shared past today, and how much can it be attributed to new relations that have been built by two independent countries?

- Trade cooperation between Serbia and Slovenia unfolds without major difficulties and is recording growth as a result of numerous factors, such as geographic proximity, a language barrier that’s only slight, brand recognition from the period of the shared country among consumers on both markets, and the significant Serbian labour diaspora in Slovenia.

Diplomatic relations between the two independent countries officially began to be established on 9th December 2000. Relations between Serbia and Slovenia are extremely good, friendly and intense, with cooperation unfolding in many areas and at multiple levels, while commercial and political contacts are frequent and regular.

Slovenia actively supports Serbia’s accession to the European Union. It was during the Slovenian Presidency of the Council of the EU that the Stabilisation and Association Agreement with Serbia was signed. Slovenia contributed significantly to visa liberalisation for Serbian citizens and was among the main advocates for a formal date to mark the launch of negotiations on Serbia’s EU accession.

■ Slovenian companies were among the first European firms to invest in Serbia’s automotive and food industries. Considering the large influx of powerful foreign players in these sectors, where are opportunities to improve cooperation emerging today?

- The number of Slovenian companies operating in Serbia’s automotive industry is not large, but they manage to represent a serious player in the market competition despite their small number. Over the last decade, the automotive industry has been marked by the advent and accelerated growth of the electric mobility trend. Serbia is unfortunately lagging behind in this trend, but that’s precisely why great space exists to advance and expand operations.

The state policy for attracting foreign investments was previously aimed at reducing unemployment, and it succeeded in that, while today it has shifting towards investments with greater added value

Serbia has a very well-developed metal processing sector and mechanical engineering industry, which have for years represented some of the leading industrial branches and the primary pillars of Serbia’s processing industry. Thanks to their quality and potential, they have become widely recognisable on the global market. That’s why this sector provides an unlimited array of possibilities to expand and improve cooperation.

The agriculture sectors that are favourable for investment include: the production and processing of fruits and vegetables; the production of alcoholic and non-alcoholic beverages; the confectionery industry, bakery and milling industry, meat and milk production and processing and fisheries.

■ When it comes to the EU’s average GDP, Slovenia has reached a level of 88 per cent, while Serbia stands at 42 per cent. Do Slovenian investors still view Serbia as a place with a competitive workforce or are we also something more than that?

- The cost of labour in Serbia is significantly below the European average, so that was among the factors that made our market attrac-

The sectors in which the Slovenian and Serbian economies are very well-connected and compatible are primarily agriculture and the food industry, the metal industries, the sectors of tourism services and information technology (IT), which can contribute to increasing economic cooperation between Serbia and Slovenia

tive to foreign investors. However, Serbia has a negative demographic trend and that represents a sustainability risk for the economic system, while cheap labour is not, and can no longer be, Serbia’s advantage. Many areas of business are marked by labour shortages, such as the manufacturing industry, while some service sectors in Serbia would be unable to function without temporary workers, such as construction, hospitality and transport.

The labour force problem cannot be solved by low labour costs coupled with the influx of foreign workers. We don’t see the competitiveness of the Serbian labour force as being reflected in it being inexpensive, but rather in its good price-quality ratio. High-quality labour must also have a reasonable market price.

We would also emphasise that Belgrade is not only the capital of Serbia, but also the economic centre of the region; that the influx of immigrants from Eastern Europe is a great opportunity for our economy and that ever more of our citizens are returning to Serbia.

A Reliable Partner FOR THREE DECADES

Withmorethan300experts,1,600completedprojectsand1,200clients,SRChas,forthreefull decades,beenhelpingcorporations,financialinstitutionsandthestateachieveefficiencyby digitalisingandautomatingbusinessprocesses

By establishing a comprehensive digital transaction management system, we help clients replace outdated and inefficient processes - says Tilen Rebec, explaining that this eliminates human error, ensures resource control and data security, and improves reputation and visibility.

■ Does the expression 'digitalisation of business processes' epitomise what SRC does?

- SRC helps users digitalise business processes – we focus on automating business processes, which brings immediate savings, speeds up procedures and reduces the possibility of human error. We help users in the complete digital transformation of the company, with the emphasis not on the digitalisation of old business processes, but on newly defined processes that are completely digital and based on the opportunities brought by modern IT technology.

■ Are the quality of its solutions and client satisfaction the best recommendation for SRC?

- It is important to say that SRC has been on the market for more than 30 years, which gives customers a safe choice. Given the breadth of our knowledge in this domain, we offer clients much more than a specific project – a strategic partnership through which we help the company in its digital transformation, in understanding the role of the latest technologies and their impact on business, and in introducing new technologies into the client's environment in a way that gives them a competitive advantage and reduces costs.

■ Do your solutions have measurable business, technical and financial benefits?

- The advantages are perhaps easiest to measure in the financial sector, and this is where we have been most active in recent years. From a business perspective, we enable clients to use digital technologies to develop new business models, which bring new sources of income. The best example is precisely our banking solutions, the financial sector, which through digitalisation, process automation, improvement of existing and support of new processes, products and sales channels, provide our clients with much greater and easily measurable agility. This provides them with stability and long-term support in their business development and, crucially, with space for the development of new business ideas, without doubting whether they will be put into practice. In terms of technology, solutions and implementation of the right IT technologies, SRC enables users to conduct efficient and secure digital business, based on the principles of availability, security and privacy.

The digitalisation of existing processes and newly designed fully digital processes bring great savings on the cost of human resources and speed everything up because processes take place in minutes instead of days, costs are reduced by optimising existing processes and developing new ones. Digitalisation also provides competitive advantages, improves business agility and reduces inefficiencies by simplifying procedures and increasing operational efficiency, not to forget increasing customer engagement by improving the availability and visibility of data to assist in making decisions.

The emphasis is on newly defined and completely digital business processes that exploit opportunities brought by modern IT technology

Solar Is No Longer THE FUTURE, IT'S NOW

LawofficeDodić∙Đurić∙Dabićstrivesforlong-termcooperationwithclientstofind optimal legal and market solutions. They enjoy working together on legal issues and are sure that this is reflected in the quality of the service they provide

Based on rich experience gained in representing companies in the construction, energy, trade, IT and insurance sectors, our guest comments on market trends and speaks optimistically about the economic situation in the country

■ You represent leading companies in the fields of insurance, energy, construction, IT and trade. How do you see the economic situation in Serbia?

- Besides the stability we see in Serbia, partnership and cooperation are needed in all branches of industry. A real example is our clients in insurance who provide a huge help to industry by constantly adapting their products to the needs. For example, general and professional liability insurance in the IT sector is becoming ever more common, covering unforeseen costs and errors that may occur in business. In this way it provides protection to both the IT company and its clients. Cyber security and the protection of personal data are essential today, so cyber insurance is also necessary. That is why it is important that the insurance market is stable and growing.

■ How do you assess the state of the real estate market in Serbia?

- One of the main drivers of industry is the construction sector, so it is important it remain at the level of the previous two years to maintain economic activity. Inflation has had the greatest impact on the growth of real estate prices. On

the other hand, buyers have behaved rationally, because the best escape from inflation lies in buying real estate. In the previous year, there was a decrease in the number of building permits issued, an increase in the price of construction materials, energy sources, higher prices for loans and slower construction, so we

can expect prices to calm down. Real estate prices have not yet fallen. We expect price growth to stagnate, with a slight decline. There will not be a big drop in prices, because no recession is expected.

The demand for business space will remain high, because Serbia lacks business space both for sale and rent. It is the right time to invest in the building and purchase of office space because the demand for it is high and stable, as businesspeople from all over Europe are coming to the Serbian market.

■ Based on your experience, do you think that Serbia is a suitable place to build solar power plants?

- Solar power plants are no longer the future, but the present. Investing in a solar power plant is safe, and the risk is very low. The potential for using solar energy in Serbia is high as there are plenty of sunny days. It is possible to install solar panels on the roof of a building or to build a power plant on a separate plot. Solar panels have no moving parts and require little maintenance, and you can see how the prices of solar panels are falling from year to year. The investment return time is from five to seven years, and the lifespan of solar equipment is over 20 years. This is the cleanest form of energy produced today with no environmental pollution. Serbia has done everything necessary for the construction of solar power plants by passing laws, and state incentives are expected, so it is the right time to invest in solar.

The demand for business space is high and stable, as businesspeople from all over Europe are coming to the Serbian market

CLEAR VISION FOR A PROSPEROUS FUTURE

DANIJELA FIŠAKOV

The Slovenian Business Club (SBC) will continue, as it has over the past 20 years, to promote investments and business opportunities, and to provide support to its members in their business. It is set to become an even stronger and more influential business actor in Serbia, Slovenia and the region over the next 10 years, with a strong network of contacts and partnerships

The Slovenian Business Club is this year commemorating its 20th anniversary, which is undoubtedly an impressive achievement for any organisation. Over these two decades, the SBC has demonstrated many qualities that have contributed to its longevity and vitality.

“The essence of business clubs lies in the building of strong networks and the forging of connections between members. Open communication, exchanges of experience and the establishing of business connections contribute to increasing the SBC’s worth and significance. The Slovenian Business Club has succeeded in building a strong network of members who cooperate actively, support one another and provide a significant contribution to its vitality,” says Slovenian Business Club President Danijela Fišakov.

Over the course of its existence to date, the SBC has managed to regularly organise numerous interesting and useful events. The Club’s work encompasses various activities, ranging from “one-to-one” work all the way to the organising of extremely well-attended business conferences, seminars, workshops, panel debates, social events and other initiatives.

Throughout these 20 years, the SBC has worked with devotion to retain its members’ support and ensure their participation in its work,

PRESIDENT OF THE SLOVENIAN BUSINESS CLUB

COOPERATION IMPROVEMENT DEVELOPMENT

SBC membership today includes not only Slovenian companies that operate in Serbia, but significantly and increasingly Serbian companies that want to cooperate with Slovenian companies and also to invest in Slovenia

Improving the business climate in Serbia depends mostly on the state’s attitude to this matter and its focus on the creating of an environment favourable for investment. And room for improvement exists

constantly delivering value to its membership. These valued takeaways are varied and members find them through the obtaining of information and expert advice, the creating of business opportunities, access to resources or some other form of support.

“In order to remain relevant throughout all these years, the SBC didn’t only have to adapt its activities and programmes to changes in the economic and social environment, but also, I would emphasise, to the specific needs of its members. And the SBC proved very successful and innovative in making these adaptations,” adds our interlocutor

■ This year will also mark 10 years since you took the helm of the SBC. What is your vision for the next 10 years? How should SBC develop further?

- I am a great advocate for cooperation and connection between businesspeople from Slovenia and Serbia, and further afield. One important priority is to further develop the network of contacts and connections between business leaders and business organisations from Slovenia and Serbia, in order to strengthen existing business relationships and create new ones. It is to this end that we organise gatherings and events that provide businesspeople with an opportunity to meet, exchange ideas and establish new business connections. The SBC will play an increasingly important role in promoting investment opportunities in the region.

Cooperation with other business clubs and associations around the region will also strengthen. The SBC will focus on creating partnerships with other business clubs in the region and on exchanges of experience and best practices, in order to advance the business climate in the region and create a platform for successful regional cooperation. The Slovenian Business Club will continue to promote investments and business opportunities, as well as supporting its members in their operations. The Club will become an even stronger and more influential player in Serbian, Slovenian and regional business over the next 10 years, with a strong network of contacts and partnerships.

■ To what extent does the structure of your members today reflect the changes that occurred in the structure of the Slovenian and Serbian economies?

- The Slovenian economy has transformed itself over recent decades, which has also been reflected in the structure of SBC members in Serbia. Slovenian companies have become increasingly present in sectors like information technology, energy, pharmaceuticals, high-tech manufacturing and other fields. Serbia is an attractive destination for

There are great opportunities for joint R&D projects among Serbian and Slovenian institutions and companies. These kinds of projects will improve innovation and the competitiveness of both countries

foreign investors thanks to its geographic position, qualified workforce, stable macroeconomic climate and a series of other factors. However, the Serbian economy has also been undergoing a positive transformation at all levels over the last ten years. It is strengthening and expanding considerably to other areas, including the Slovenian market, which is open to foreign investments. Today’s SBC membership structure reflects, to a great extent, the changes that have taken place in the structures of the Slovenian and Serbian economies.

The SBC membership today includes not only Slovenian companies that operate in Serbia, but significantly and increasingly Serbian companies that want to cooperate with Slovenian companies and also to invest in Slovenia.

■ How well prepared are we, as two countries, to build a knowledge-based economy; what can we learn about that from one another and in which areas can we cooperate better?

- Serbia and Slovenia are already building their economies on the basis of knowledge to a great extent, but there is plenty of room for significant improvement in this area. In terms of learning from one

another, both countries have a rich tradition in the education and research fields, and there are tangible opportunities for cooperation.

Slovenian universities and institutes have vast research and development experience in various fields, and some Slovenian companies are leaders in their sectors. These companies could be mentors or partners to Serbian start-ups that are in the development or growth stage and could help them successfully position their products and services on the European market.

On the other hand, Serbia is a rich source of highly qualified workers, including experts in fields like information technology, engineering and other sciences. These experts could contribute to the operations of Slovenian companies.

In the area of exchanges of knowledge, both countries have significant potential at their disposal and can learn a lot from each other. There are great opportunities for joint R&D projects among Serbian and Slovenian institutions and companies. These kinds of projects will improve innovation and the competitiveness of both countries.

One of the key factors in ensuring the longevity of the Slovenian Business Club is its operational continuity, and the constant engagement and support of its members. Membership activities haven’t ceased since the very establishment of the SBC. Times of crisis have not represented an insurmountable obstacle

■ There’s no doubt that the needs of environmental protection, implementation of the European Green Deal and generally adapting to new business circumstances represent challenges for all economies, ours included. Where do you see room to improve cooperation on this front?

- The development of industry brought humankind not only progress, but also the essential need to protect the environment. Implementing the Green Deal and adapting to new business circumstances represent major challenges for all economies around the world, including those of Serbia and Slovenia. And, like all challenges, these ones are overcome more easily and successfully by working together. In this sense, there is lots of room in this area for better cooperation between the two countries.

First and foremost, there is room for cooperation between Slovenian and Serbian companies that produce and use sustainable materials, in the production of green energy, and in other areas that contribute to preserving the environment. These companies should exchange experiences and knowledge and join forces to develop new products and services. Slovenian and Serbian institutions in the research and development field have capacities to develop new technologies and, in particular, to make innovations that will contribute to better preserving the environment and implementing the Green Deal.

Given that Slovenia is an EU member state and that Serbia is well on its way to attaining EU standards, countless possibilities exist for cooperation on policy and strategy development, and on the implementation of environmental protection and sustainable development regulations.

railways, waterways and airports – would increase the attractiveness of the country to investors. Small and medium-sized enterprises are considered the main drivers of economic development, but they are often confronted by a lack of capital, which restricts their growth and development. As such, it is important to provide more support to these enterprises in order to ease their access to finance, training and consulting services.

Last, but by no means least, is investing in education and research. Advancing expertise and the quality of the workforce depends on these activities. Developing innovative technologies attracts foreign investors and increases Serbia’s attractiveness as a destination for doing business.

■ Judging by the forecasts of the IMF, World Bank and many other institutions, it seems that we won’t see an end to the difficulties plaguing our economies, both locally and globally, even during 2023. As a veteran of the business world, what are you optimistic and pessimistic about when it comes to this year and next?

Finally, education and environmental awareness are key factors in the successful implementation of sustainable development. Both countries can work together to raise awareness of the importance of environmental protection, through educational programmes, public campaigns and other activities. Cooperation in this field could bring many benefits for both countries, while also contributing to the preservation of living environment for future generations.

■ From the standpoint of these new opportunities for cooperation, where do you see additional space to advance the business climate in Serbia?

- Improving the business climate in Serbia depends mostly on the state’s attitude to this matter and its focus on the creating of an environment favourable for investment. And room for improvement exists.

It is firstly necessary to reduce administrative obstacles that make it difficult to do business in Serbia, such as the still excessively long procedures for issuing various permits and many unclear laws and regulations. It is essential to strengthen the rule of law constantly and more intensively, i.e., to improve the judicial system and make it more independent, and to intensify the fight against corruption and organised crime, which would ensure a sense of security both personally and in business legal terms.

The continuation of investment in Serbian infrastructure – in roads,

- My experience tells me that my view of the situation facing the global economy should be fairly cautious. The situation still seems very challenging, considering the numerous economic problems countries around the world are facing. However, on the other hand, there are also several factors that make me optimistic.

First, it seems that countries all around the world, including Serbia and Slovenia, implemented appropriate measures to address the challenges that were brought about by the pandemic. This includes increasing investments in healthcare and technology, but also supporting the economy through various fiscal and monetary measures.

Second, growth potential exists in some key sectors, such as advanced technologies, healthcare and renewables. These sectors have recorded exceptional growth and created new business opportunities over the last few years.

Third, huge potential for cooperation between Serbia and Slovenia exists, but also for other countries in the region. I think the countries of the region must connect and cooperate more in order to jointly overcome challenges and achieve better economic growth.

Despite the challenges we face, I believe many opportunities for growth and progress exist, and my long career in business has taught me that the key is to be optimistic and focused on identifying solutions

First Choice In The ADRIATIC REGION

Comtradeisknownasadynamicgroupoftechnologycompaniesthathavemadeexcellent achievementsinthefieldofinnovationandcontinuousdevelopment.Comtradeisalsooneofthe largestsystemintegratorsintheAdriaticregion,whileithasalsobeenoperatingonSlovenia’s systemintegrationmarketsince2019

Although the future is often a hot topic in the IT industry, in reality, technological legacy is commonly holding back the progress of many companies. At Comtrade, they see themselves as a bridge between the past and the future for such organisations.

■ Comtrade has been growing in Slovenia since 2019. Are there references testifying to that?

For over 20 years now, Comtrade System Integration has been using the best solutions from global IT vendors such as Microsoft, IBM, Oracle and others, adding its own solutions to create unique client-oriented systems. This department of the Comtrade Group today employs more than 500 IT experts in the region, more than 80% of which are software engineers. The main competence centres are in Slovenia, Bosnia-Herzegovina and Serbia.

The advantage of Comtrade is that it brings together different domains that are today collaborating more than ever before. Most of our customers in our region operate on international markets and therefore have similar challenges and standards as elsewhere in the Adriatic region. We are currently growing in Slovenia, which is also proven by the references we have received in all verticals, which means that the market needed a large and a recognised provider able to guarantee the financial stability of projects and the necessary personnel for the implementation of complex projects.

■ How did you use your experience to achieve the company's goals?

Both the company and I have over 20 years of experience. The business of IT companies is

shifting from large projects for large customers to small projects with many subscriptions to cloud services, with small specific services at the beginning and many opportunities for long-term growth. We think we have adapted well to this new economy and built a competitive advantage early enough.

■ Why is a regional system integrator so important?

Many companies still mainly do business in the Adriatic region. It is precisely these companies, among many others, that need a partner like Comtrade. The services of a

regional system integrator are also in demand by global companies that do not have their own major IT departments in this part of the world.

We have the skills to help companies on their digital transformation journey by deploying the tools available. A respected system integrator obviously needs to have great relations with global vendors, and we do exactly that – we have highest partner-status with companies such as Microsoft, IBM, Cisco, Dell, HPE, Oracle, VMware and many others.

■ Where do you see the systems integration division heading in the coming years?

At Comtrade System Integration, we see our advantage in the ability to analyse different technologies and acquire the knowledge to implement these technologies for the performance of our customers and their specific needs. Our range of services is also fairly wide: we offer everything from data and AI services, via document management systems, IT infrastructure and cloud services, including cyber security, all the way to custom development services and consultancy on clients’ complete digital transformation.

Of course, we will continue the planned growth path in the region. After the first three years on the Slovenian market, we are known as a good partner in the implementation of demanding projects in various industries. Our main value is the recognition of our customers, and we accordingly expect further growth and expansion to markets where we have not been present so far. At the same time, by expanding the range of services and acquiring new strategic customers, we will take care of maintaining our leading position on our traditional markets.

BUSINESS ALEŠ LESKOŠEK, EXECUTIVE DIRECTOR, COMTRADE SYSTEM INTEGRATION SLOVENIA

The advantage of Comtrade is that it brings together different domains that are today collaborating more than ever before

Insulation EXPERTS

Apartfrominourcountry,FragmatS–withitsofferofbitumenstriprollsfortheprotection ofbuildingsandfacilitiesagainstthepenetrationofgroundwater,atmosphericwaterorother water–hasforyearsbeenpresentinMontenegro,Bosnia-Herzegovina,NorthMacedonia, Romania,BulgariaandAlbania

tions almost 20 years ago, in September 2004, as a member of the system of Laškobased Tim d.d. A year later, following changes to the ownership structure, the Tim Izolirka factory was connected to the Fragmat system from Ljubljana.

The production process adheres to the ISO 9001 high quality standard, as confirmed by an official certificate, which –together with the professional training of workers – enables and ensures recognisable quality in operations and the product range, both on the domestic market and on other markets of Southeast Europe.

Bitumen strip rolls consist of a liner insert underlay that is coated on both sides with bituminous mass and protected with quartz sand, polyethylene film, talcum powder, shale or PE film. The bitumen strip’s characteristics are primarily determined by the type of underlay and the quality and amount of bitumen mass. The underlay regulates the physical and mechanical characteristics of the strip, while the bitumen mass regulates temperature consistency, waterproofing and resistance to ageing. The protection required determines the installation method for the strips, which are divided according to intended purpose into strips for secondary waterproofing, building foundation waterproofing, waterproofing for flat roofs, damp proofing vapour barriers and waterproofing bridge structures. Something for everyone.

T hanks to a favourable geographic location, knowledge and experience of the Fragmat system in the areas of thermal and hydro insulation, Fragmat S has become a leading factory for the production of waterproofing materials based on modi-

fied bitumen, bitumen emulsions, polymer modified bitumen for road surfacing and waterproofing bridge structures, as well as thermal insulation materials based on expanded polystyrene (EPS), special EPS products in the form of blocks and packaging polystyrene.

Fragmat S d.o.o., which hails from the town of Šid, officially launched its opera-

The Fragment S waterproofing bitumen strip is an indispensable inclusion in systems for greening flat roofs, to which special attention should be paid because green roofs have a positive aesthetic impact on the look of a buildings, but also on oxygen production, while they additionally reduce noise pollution levels by up to 50 decibels. That’s why the Fragmat S programme includes a green flat roof system with extensive vegetation that fully preserves the environment, which is also a commitment of this Šid-based company.

BOGDAN GAVRILOVIĆ, MANAGING DIRECTOR, WORLD TRANSPORT OVERSEAS

New Energy, NEW VICTORIES

With revenues of over 105 million euros, more than 45,000 TEUs and 88,000 cubic metresofgoodstransportedinLCLconsoleslastyear,WTOcarefullykeepsitsplace amongthemostsuccessfulfirmsinitsindustry

indicator for us still remains the main focus of our company's activities, LCL consoles, in which we transported more than 88,000 cubic metres of goods last year. This is the strongest indicator of our company's growth.

But however proud we are of these results, the most important for us are our people, and that's why we are happy to point out that we have almost 250 employees currently working in our offices in 12 countries, which makes WTO one of the most successful companies in the industry.

of work in the company. With energy, more staff, and new, much more modern and larger offices, our team is more than ready to respond to any client request.

■ Speaking of customers, are their needs, desires and expectations changing? How do you keep track of developments in your business?

Mr Gavrilović speaks to CorD Magazine about the fantastic business results from last year, the representative offices that were opened in accordance with the Vision 2030 strategy, the planned opening of an office in America, attitudes towards clients and staff

■ When we last spoke, you shared some of your plans for the coming period. Are you satisfied with how they have turned out?

- WTO Currently has more than 20 offices and representative offices in 12 countries, but it also has ambitious plans to expand. In accordance with our group's Vision 2030 strategy, we successfully opened a representative office in Albania in 2023, which was planned for this year, in addition to another office in Romania, more precisely in Constanta. Open-

ing an office in America is a big and demanding undertaking that remains our main priority for the coming period and we will work on it wholeheartedly, with the aim of realising our strategy and meeting the needs of our current and future clients.

■ We can see that implementation of your plans is proceeding as it should. Do the numbers show this when you draw the line under the previous year? Do you have reason to be satisfied?

- You are right... The numbers are clear and show that we have good reason to be satisfied and proud of what we have achieved. In fact, the group's results are more than impressive. With revenues of over 105 million euros and more than 45,000 TEUs transported, our targets for last year were successfully achieved. A more important

■ Do you expect the results of the Belgrade office to be even better after the changes in management?

- Following a decision by WTO's owner, there was a change in

- We recently returned from the logistics fair in Munich, where we had a stand. Here, clients and partners could talk with the owners of the company and with each country manager where the group has a representative office. Among others our stand hosted Mr Lars Jensen, one of the top experts in container transport. Talking with him about current topics

the general director and sector manager, so that both managerial lines are staffed with people who acquired their freight forwarding trade at WTO and have proven themselves through many years

was an important experience for each of us. That's why I think that such gatherings are extremely important for our business and in general for the development of the industry.

PILLAR OF SUPPORT AND THE PRIDE OF ITS MEMBERS

The Slovenian Business Club was created with the goal of easing the navigating of the Serbian market for Slovenian businesspeople, exchanging experiences and helping them overcome the difficulties they face. Today, with 20 years of operations under its belt, the SBC represents a significant and influential factor in both Serbian and Slovenian business circles

When it entered the business world back in 2003, there was practically no one – not even among the founders themselves – who believed that the Slovenian Business Club would become an organisation that lays foundations of future success on the Serbian market for Slovenian businesses. The SBC was created with the goal of easing the navigating of the Serbian market for Slovenian businesspeople, exchanging experiences and helping them overcome the difficulties they face. Those initial reasons to establish the association continue to be relevant today, with some variations. The inclusion of Serbian companies in the membership gradually began gaining importance, and those were the first companies to establish cooperation with representatives of the Slovenian economy in Serbia, followed by companies seeking to be

representatives of the Serbian economy in Slovenia. The membership’s multiplicity also constantly creates multiple challenges.

The SBC has grown over the years, developing its offer and activities, expanding continuously and adapting itself to meet the desires and demands of its members. Today, after twenty years of operations, it represents a significant and influential factor in business circles in both Serbia and Slovenia.

The SBC’s activities are wide-ranging and develop in two basic directions. One direction is reflected in the organising of events at which members gather, network, deepen their mutual acquaintances, exchange experiences and information, educate themselves and create opportunities for future business cooperation. In this sense, the club organises meetings with a multitude of contents, seminars and roundtables that

2004 JANUARY SBC members were guests at the Royal Palace. Hosts: Crown Prince Alexander and Crown Princess Katherine

2013 APRIL WORKING MEETING - Guest Ivan Simic, director of the Tax Administration of the Republic of Serbia on the occasion of the presentation of the electronic tax application

2014 MAY Business Forum Serbia-Slovenia on the occasion of the visit of Mr. Borut Pahor, President of the Republic of Slovenia

2014 OCTOBER Speed business meeting- SBC, Amcham and AHK

2013 OCTOBER Business Forum Serbia-Slovenia, on the occasion of the visit of Mrs. Alenka Bratušek, Prime Minister of the Republic of Slovenia

2010 DECEMBER WORKING MEETING

Tenth anniversary of business relations between Slovenia and Serbia - Vladimir Kravcuk, President of the Slovenian Business Club, mr Franc But, Ambassador of Slovenia to Serbia and Dmitar Polovina, Vice-president of the Slovenian Business Club 2

include the participation of eminent representatives – not only from Serbia and Slovenia, but also from further afield – while it also cooperates successfully with other business associations operating in Serbia.

The second basic direction of development encompasses activities aimed at establishing “one-on-one” contacts, i.e., the Club’s work with individual companies on finding solutions to specific problems confronting individual members that the SBC can contribute to overcoming, as well as providing support to companies in terms of identifying potential partners for cooperation. The SBC thereby also provides a bonus value to its members because, even in this age of advanced technologies,

finding the right person with whom you can reach agreement and do a good job remains the most difficult task. Ultimately, it is the individual person who creates and realises a business deal with another person.

Continuing in the same direction, albeit at a higher tempo and with greater energy and enthusiasm, the Club can note with pride that it is among the largest foreign business associations in Serbia in terms of membership numbers, while it is simultaneously one of the most successful Slovenian business clubs anywhere in the world. It is characterised by vision in setting goals, and by perseverance and dedication in reaching and immediately realising those goals. To its members, the SBC is a

2016 October Working meeting with MInister Vujović

2019 January Business Forum SLO-SRB

2018 October Martinovanje

2021 June Working meetng with MInister Momirović

2017 Sept Basketball tournament SBC_SAM_AMCham

2020 March Working breakfast JPM

2022 DEC NY meeting

pillar of support and a source of pride.

Friendly and interactive links between members, cooperation with state bodies in both Serbia and Slovenia, but also with chambers of commerce and business associations, sports-business-cultural meetings, education and counselling, the timely conveying of relevant information and morality in every decision made – all this serves to reaffirm and characterise the Club time and again.

The SBC expands on its business activities with additional contents that contribute to relaxing and entertaining its members and friends. The traditional Martinovanje celebration of St. Martin’s Day and New

Year cocktail party are events to which the words “irreplaceable” and “unavoidable” should be added as taglines. Led by the principle that it should never be completely satisfied with the results achieved, the SBC always strives to do more and better.

The Slovenian Business Club’s mission is to create success stories. It is always ready to assist companies in creating additional investment opportunities on the markets of Serbia and Slovenia. With its impeccable reputation and high-quality work, the SBC has established high standards for itself and sends a clear message that it is a trustworthy and dependable organisation.

2022 June Panel discussion

2022 September International networking coctail

2023 April Speed business meeting

2022 Sept Road to recovery conference

2023 April CEO networking

2023 February working breakfast

Slovenia: at The Heart Of The HISTORY OF SKIING

The Alpine Ski Museum is located in the town of Begunje na Gorenskem, Slovenia, just a short drive away from the famously photogenic Lake Bled and other charming locations. The tiny Begunje is famous for a handful of big things: a pair of castles (Ravensburg and Kamen); the home and museum of polka legend Slavko Avsenik; and world-renowned ski manufacturer Elan.

The Alpine Ski Museum is a branded affair, organised by Elan and housed alongside its outlet store. While the exhibited skis were made by the home brand, they’re also the very skis that won famous competitions. Elan is best-known for having invented carving skis in 1991, which are today the universal standard for recreational skiers, but the museum nonetheless presents an objective history of skiing, complete

with interactive displays. At this museum you’ll find a mechanical ski and snowboard simulator (think of skis and a snowboard on a giant metal spring), a digital slalom simulator and the material components of skis laid out so you can put them together and make like a master ski-smith.

Elan was founded in 1945 to provide skis for the Partisan soldiers of Yugoslavia, in order to enable them to better fight the occupying Nazis. However, the history lessons offered at this museum hark back to 10,000 BC, the approximate date of a cave painting of a hunter on skis carved into the rock of the Altai Mountains, along the border between China and Mongolia. A similar carving dating back to around 3,500 BC was found on Norway’s Rødøya Island, demonstrating that skis were used to hunt wherever humans lived in snowy conditions. Wooden components

This cutting-edge museum details the history of skiing, from its ancient origins to its modern status as an Olympic sport

of what experts consider to be proto-skis, dating back to between 7,000 and 5,000 BC, have been found at Vyg Lake in Russia. It seems that strapping wood to one’s feet to better glide over snow is an idea that has been around since time immemorial.

The sport of Alpine skiing was developed by Austrian Mathias Zdarsky in the 1890s, but back then most skis were just straight, smooth wooden planks, sometimes curled at the front, and with leather straps to hold your feet in place. The biggest technological revolution in skiing only occurred in 1991, the year Slovenia gained its independence, when

Elan created the Sidecut Extreme (SCX) ski, based on the principle that carving (making smooth, sharp turns) is easier on a ski that has more of an hourglass shape than a stiff, straight plank. This shape, referred to more generally as “carving skis”, has since become the industry standard.

250TH ANNIVERSARY OF THE DEATH OF ANTON JANŠA

Beekeeping Pioneer IMMORTALISED BY A UN DAY

wanted to improve knowledge of beekeeping across the empire and was seeking a teacher to work at the newly founded beekeeping school. This presented Anton with a dilemma over whether to continue with his studies or work in the field of apiculture that he had adored since childhood on. He ultimately decided that he would be able to contribute more by passing on his profound knowledge of beekeeping. An official imperial decree of 6th April 1770 made Anton the first imperially-appointed teacher of apiculture at the Augarten imperial gardens in Vienna. His work included travelling around Austrian lands to spread and promote beekeeping, while

Anton Janša was born to a simple, peasant family on 20th May 1734 in the village of Breznica in the region of Upper Carniola (then part of the Austro-Hungarian empire, today Slovenia). The house where he was born, positioned next to his apiary, was preserved until 1907.

Anton showed a great talent for painting as a young man, as did his younger brothers, Lovro and Valentin. They arranged a simple painting studio in a barn that formed part of their homestead. Despite being illiterate, all three brothers headed to Vienna in 1766 and enrolled in the Fine Arts Academy. Lovro and Valentin went on to become renowned painters in Vienna, while Anton found his calling in beekeeping, despite also proving very successful at the academy of arts. In 1769, Habsburg Empress Maria Theresa

Anton Janša is considered one of the fathers of modern beekeeping techniques and one of the global pioneers of apiculture

he gave practical lessons about new scientific findings and his own observations, as well as authoring professional books. He wrote two important books on apiculture in the German language: Razpravo o rojenju čebel (A Discussion on the Swarming of Bees), which was first published in 1771 and translated into Slovenian in 1906; and Popolni nauk o čebelarstvu (A Complete Guide to Beekeeping), which was published posthumously in 1775 and translated into Slovenian in 1792, becoming the first Slovenian book on beekeeping. Following Janša’s death, Empress Maria Theresa issued a decree ordering all teachers of beekeeping to teach according to Janša’s books. These two books, which have been translated into many foreign languages, continue to present mandatory basic reading for every new beekeeper. Janša died in Vienna on 13th September 1773.

His most important contributions to the development of beekeeping included changing the size and shape of hives to enable them to be stacked together like blocks and thus more easily moved to various meadows. His beekeeping methods were based on traditional knowledge from his father’s homeland. He introduced the autochthonous Slovenian bee – APIS MELLIFERA CARNICA – to the rest of the world, invented a couple of handy beekeeping tools and was the first to discover the role and importance of drones in the hive (Janša rejected the pre-existing belief that male bees were water carriers and assumed that the queen is impregnated

mid-air by drones). All of Anton’s new discoveries were later confirmed by science.

Writing in one of his books, he noted “Bees are a type of fly, hardworking, created by God to provide man with all needed

honey and wax. Amongst all God’s beings, there are none so hard working and useful to man with so little attention needed for its keep as the bee.”

Janša is considered the greatest Slovenian beekeeper. In an effort to honour his legacy and simultaneously raise awareness of the importance of bees and bee products, the Beekeepers Association of Slovenia, with the support of the Republic of Slovenia, launched the United Nations initiative for Anton Janša’s birthday, 20th May, to be commemorated as World Bee Day.

Writing in one of his books, he noted “Bees are a type of fly, hardworking, created by God to provide man with all needed honey and wax. Amongst all God’s beings, there are none so hard working and useful to man with so little attention needed for its keep as the bee.”

PREDJAMA The World’s LARGEST CAVE CASTLE

By John Malathronas

Predjama is one of the most extraordinary castles in the world, built in the mouth of a cave complex at the end of a valley in southwest Slovenia. Set halfway up a 400-foot (123-meter) vertical cliff face, it appears in records from 1202 and is listed by Guinness World Records as the world’s largest cave castle

With a Renaissance facade dating back to the 1580s, the word “majestic” doesn’t even begin to describe it. Yet for tour guide and historian Vojko Jurca, one of the highlights is, on first appearances, a little underwhelming.

“This is it,” he says proudly, indicating an outhouse toilet with a sloping roof and a boarded-up door.

It may look unremarkable, but the story behind it isn’t.

The story focuses on robber baron Erasmus von Lueg, a local Robin Hood hero who fled to the castle in the mid-1480s after

killing Count Pappenheim, Marshal of the imperial Habsburg Court, in a duel with disuputed legitimacy.

In retaliation, a siege was ordered on Predjama by Habsburg Emperor Frederick III.

But Erasmus stood firm, aided by a network of secret tunnels burrowed into the rocks that allowed him to bring in provisions and collect rainwater.

He mocked his opponents by sending them fresh cherries brought in from the Vipava Valley, 13 miles west, using those underground passages.

The end would come, after a year and a day, when Erasmus was betrayed by a servant.

As Jurca tells it, when Erasmus went to the outhouse located on a third-floor terrace, the servant lit a wooden torch as a signal. Moments later, a cannonball came whistling through the air, killing Erasmus in the middle of his last bowel movement.

The outhouse has clearly been rebuilt in the intervening years.

The manner of Erasmus’s death hasn’t escaped the attention of “Game of Thrones” fans who point at the similar, undignified end of Lord Tywin Lannister, who was shot with a crossbow while on his bathroom throne.

They also note that Predjama’s last owners, the Windisch-Grätz family, who used the castle as a hunting lodge until the end of World War II, have on their coat of arms a wolf, the seal of the Stark noble house.

As it happens, author George R. R. Martin visited the castle

one evening in June 2011, after a book signing event in Trieste.

“On the way home, we stopped at the most amazing castle, built into the mouth of a huge cave. Definitely have to model some castle in Westeros on this one, it was an eyeful, especially by night,” he says in a blog post.

Legend and history are only part of the appeal of Predjama castle. You really have to visit to comprehend how human enterprise was so organically bound to nature.

Approaching the castle from any direction, it’s almost completely hidden, only visible at the last moment – whereas sentries around

The story focuses on robber baron Erasmus von Lueg, a local Robin Hood hero who fled to the castle in the mid1480s after killing Count Pappenheim, Marshal of the imperial Habsburg Court, in a duel whose legitimacy was disputed

the castle would’ve been able to spot anyone coming immediately.

Once inside, it’s obvious that safety rather than comfort was the biggest concern in the Middle Ages – the castle is impregnable but the cold and damp make it almost unlivable.

The manner of Erasmus’s death hasn’t escaped the attention of “Game of Thrones” fans who point at the similar, undignified end of Lord Tywin Lannister, who was shot with a crossbow while on his bathroom throne

Nowadays, entering the castle involves passing through a drawbridge. The original entrance was higher up where two faint doors can be glimpsed. They were reached via ladders that could quickly be withdrawn.

Back in the day, visitors would first enter the courtroom, where rough justice was dispensed. Few of the ruler’s subjects would be allowed further than this, unless they were unlucky.

Behind a thick wooden door there’s a torture room, which, uniquely, is situated in an actual cavernous dungeon. The preferred punishments here were the rack, on which prisoners were stretched, and the horse, a painfully pointed triangular device they were made to straddle.

One of the most pleasant spaces follows. The dining room is insulated by walls that are nearly five and a half feet thick,

and warmed by the small but functional kitchen, in which a fissure doubles as a natural extractor hood.

You can also inspect an original latrine, a protruding seat over the cliff that allows gravity to do its dirty work. Erasmus would have used straw, dried moss and cabbage leaves instead of toilet paper, or at least he would have before he was blown to smithereens.

A climb up more stairs to the third floor reveals the gun loops, arrow slits and murder holes used to pour boiling oil or molten resin on to the besiegers.

That’s where the open terrace is located. Here there’s a view of the whole valley, as well as the most famous outhouse in Slovenian history.

Next to it is the bedroom. It’s the warmest room, as it’s the only one with a fireplace. Castle keepers lived here until the 1980s.

Upstairs is an attic that served as a barracks and a lookout. The views down the Lokva Valley are uninterrupted and gorgeous.

The barracks have been converted into an armory museum

showcasing medieval weapons like battleaxes, halberds, crossbows and flails.

Interestingly, a passage here leads straight to the torture room. Presumably anyone sleeping on duty could be unceremoniously dragged down into it.

From here you can also enter the innards of the cave, exploring until the light from the entrance dwindles to a speck, letting you contemplate the surroundings.

The extensive limestone cave system in southern Slovenia is called karst, after the Latin name Carsus given to the plateau above Trieste.

As it was the best-known limestone terrain for centuries, the word has become generic, describing any limestone terrain with cavities like a Swiss cheese with holes.

Beneath the castle, one large cave stretches for 8.7 miles, second in length to the nearby complex of Postojna.

There’s no tourist infrastructure at this large cavern, but it is possible to visit during the summer months, with proper caving

Beneath the castle, one large cave stretches for 8.7 miles, second in length to the nearby complex of Postojna. There’s no tourist infrastructure at this large cavern, but it is possible to visit during the summer months, with proper caving gear, lamps and a specialist guide

gear, lamps and a specialist guide. It’s closed in winter because a colony of Schreiber’s long-fingered bats uses it to hibernate.

Back in the castle, a one-way system leads back down to the knights’ room, notable for its Gothic niches and a ceiling painted with oxblood.

There are glimpses here and there of how the structure’s builders made efficient use of their rocky situation. One small shaft near the exit became a kennel for hunting dogs, while a cave mouth under the castle served as stables.

Leaving the castle, guide Vojko has one more stop on his tour – a nearby village where an ailing linden tree is being propped up in the cemetery of Our Lady of Sorrows.

The church was consecrated around 1450 by the bishop of Trieste, future Pope Pius II.

“Legend has it that this linden tree was planted on top of Erasmus’ grave,” Vojko says.

The tree was badly damaged by fire in 2001, but it meant so much to the villagers that tree surgeons were called in, and its trunk split and repaired.

It still proudly survives, like Predjama castle itself.