USA 2024

Bilateral Rising

Wild Beauties

Mustangs are descendants of Spanish, or Iberian, horses that were brought to the Americas by Spanish explorers in the 16th century. The name was derived from the Spanish word mustengo, which means “ownerless beast”. Once escaped, these horses evolved without the influence of man and through survival of the fittest, evolved into the incredibly durable and tough breed we know today.

Marko Đurić Serbian Minister of Foreign Affairs

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

DESIGN

Slađan Radosavljević

Zoran Perović design@aim.rs

PHOTOS Zoran Petrović

COPY EDITOR Mark Pullen

PROJECT MANAGERS Biljana Dević b.devic@aim.rs Mihailo Čučković m.cuckovic@aim.rs

OFFICE MANAGER Svetlana Petrović s.petrovic@aim.rs

FINANCE Dragana Skrobonja finance@aim.rs CEO Ana Novčić a.novcic@cordmagazine.com

PUBLISHER Ivan Novčić i.novcic@aim.rs PRINTING Rotografika d.o.o. Segedinski put 72, Subotica USA 2024 Published by: alliance international media Prote Mateje 52, 11111 Belgrade 17, PAK 125806, Serbia Phone: +(381 11) 2450 508

H.E. Christopher R. HILL U.S. Ambassador to Serbia

E-mail: office@aim.rs;

www.aim.rs; www.cordmagazine.com

Nothing Succeeds Like Success

Long gone are the days when bilateral relations between the U.S. and Serbia were steadily improving while economic cooperation lagged behind, often explained by the high level of development of the U.S. market and its distance from Serbia. For years now, good political and economic relations have gone hand in hand. In the words of U.S. Ambassador to Serbia H.E. Christopher Hill, “Everywhere I look in our bilateral relationship, I see progress”.

Indeed, not all topics are equally straightforward to address. Serbia’s journey towards European Union accession remains a complex endeavor, with Washington actively supporting the country’s gradual progress in adopting reforms essential for EU accession, particularly in areas like democratic governance and the rule of law. Moreover, cooperation on regional stability across the Western Balkans and efforts to resolve historical disputes and enhance peace and security in the region represent ongoing and dynamic challenges. In contrast, economic relations between the U.S. and Serbia stand out as a notable success story.

Trade between the U.S. and Serbia has been increasing steadily, facilitated by the pervasive influence of the internet, which has enabled deeper collaboration. American companies are increasingly drawn to Serbia for investment opportunities, while Serbian IT services are finding fertile ground in the U.S. market. American investment across Serbia’s sectors of technology, manufacturing, and services has been substantial, boosted by economic assistance from the U.S. aimed

While this phrase may be overused, it aptly encapsulates the narrative of successful bilateral relations between Serbia and the U.S., especially in the fertile ground of technological innovation

at enhancing growth and stability. Bilateral agreements have further spurred economic cooperation, protected investments and facilitated trade, while Serbia’s efforts to improve its business climate have attracted more international businesses, strengthening ties with advanced economies like that of the States.

The energy sector presents promising collaboration opportunities, particularly in renewable energy and efficiency projects. The U.S. also supports entrepreneurship and innovation in Serbia, fostering startup ecosystems and facilitat-

ing access to the U.S. market. Education and workforce development are critical areas of cooperation, with scholarships and programs preparing talented Serbians for modern economic challenges, complemented by initiatives from organizations like AmCham to cultivate business leaders who are aligned with U.S. standards.

Despite challenges like regulatory barriers and the prolonged EU accession process, significant opportunities

exist to expand economic ties, contingent upon regional market integration with EU standards. The future of U.S.-Serbian economic relations appears promising and poised to experience increased trade, investment, and collaborative projects. As Ambassador Hill emphasized in his interview for this special edition, regardless of the outcomes of U.S. elections, the overarching strategy of supporting regional political and economic stability and growth will endure, ensuring continuity in U.S. engagement.

Bilateral Rising

The U.S. has continuity of policy on many issues, regardless of the person heading the administration there, and Serbia will endeavor to also maintain its continuity in cooperation with America, regardless of whether a Democratic or Republican president occupies the White House. However, we live in a time of dynamic international happenings, in which it is certain that Washington will also lead a more flexible policy in order to find the right answers to the challenges of the moment, and it is there that Serbia should seek its chance ~ Marko Đurić

By Ljubica Gojgić

Marko Đurić, Serbia’s new head of diplomacy, is convinced that further progress will be achieved in bilateral relations between Serbia and the U.S. On the topic of political divergences with Washington, such as the recent case of the vote in the UN on the Srebrenica genocide resolution, Đurić, who until recently served as Serbian ambassador in Washington, says that Serbia has taken note of the way countries have defined their stance on this issue, but that “it is neither the end of history nor the end our cooperation with those countries”.

You took on the post of foreign minister at a time when there’s lots of talk about Serbia having to choose a side in the geopolitical sense. What will form the essence of Serbia’s foreign policy during your mandate?

— Our side is the Serbian side. Your question is based on the deep-rooted belief that small states and nations have no choice but to be mere pawns in the games of the great powers. With our successes in the process of building Serbia into a modern democracy and an economy with a perspective, the greatest credit for which belongs to President Aleksan-

dar Vučić, we have shown that we’re not so small after all, and that we can build a policy to protect our own state and national interests without endangering anyone, and that we can be an exporter of stability. Serbia will always choose the side of Serbia, and we will continue to lead a multi-vector foreign policy based on libertarian principles, on autonomy and independent decision-making that’s in our own interest. We will nurture our traditional friendships and create new ones, but we will also improve existing partnerships, as well as partnerships with those with whom we haven’t always had com-

COMMITMENT

Full EU membership remains the central commitment of our strategy, while having the best possible relations with the U.S. will also be one of our priorities

pletely harmonious relations. In this approach, full membership in the EU remains the central commitment of our foreign policy strategy, while having the best possible relations with the U.S. will also be one of our priorities.

You arrived in the position of foreign minister directly from Washington, D.C., where you served as Serbia’s ambassador. What would you say about the current level of bilateral relations between Serbia and the U.S.? — Serbia and the U.S. have been writing a new chapter in their shared history over the past decade, and I’m happy to have been part of the team that contributed to that in various ways. Our relations – political, economic, cultural, educational –are now at a much higher level than they were ten years ago, but I’m hopeful that they’re also at a much lower level than the one we’ll reach at the end of the coming decade. I can say that numerous obstacles to normal diplomatic and political communication were removed over the previous period, which is a consequence of our mutual willingness to abandon some old practices and enter into the process of improving cooperation with more goodwill. Serbia is today a country that has doubled its GDP in the last decade and a country that attracts over 65% of all investment across the entire region. America is today Serbia’s top export market for services in the ICT sector, and ranks fourth among our global foreign trade partners. We are much better able to hear and understand each other today than was the case in the past, both on issues that we manage to find agreement on and on issues around which we don’t agree.

Are influences on changing Serbia’s position regarding Ukraine, or more specifically the introduction of sanctions against Russia, and future distancing from China among the core issues of bilateral relations with Washington?

EXPORT

America is today Serbia’s top export market for services in the ICT sector, and ranks fourth among our global foreign trade partners

— Over recent years, Serbia has managed – with its credibility and readiness to participate in the world’s political and diplomatic processes in a constructive way – to carve out a kind of special position for itself, because our interests are specific and start from our desire to develop as a free and independent state. We listen to the pulse of international relations very carefully, and are very well aware of what we’re doing. Regardless of the global circumstances, we will always take a principled approach to pursuing the best interests of our country and our people. This is a postulate from which we do not deviate. We certainly won’t be rigid and inflexible, as we were in some difficult mo-

The threats to the Dayton architecture of Bosnia and Herzegovina don’t come from the U.S., but rather primarily from some European centers of power that are working openly on the unitarization of the country

ments of our past, and we certainly won’t be a country that creates problems for the environment, but rather one that creates opportunities for development.

In which areas do you think bilateral cooperation between Serbia and the U.S. has achieved the most progress? — I would say that cooperation with the U.S. is advancing across all fields. It is crucially important to this cooperation that Serbia has positioned itself as a credible partner, with whom it is possible to cooperate in a stable and predictable way.

COOPERATION

Establishing the American-Serbian Business Council crowned previous efforts towards the forging of even closer economic ties between our countries

This has resulted in the American side having more willingness to listen to our views, which is a prerequisite for us to identify common or close future positions on some issues that we didn’t agree on in the past. We can learn a lot from the U.S. about how to build a successful society – this refers to a dominant military force and impressive world economy, and Serbia can only benefit from having higher quality relations with America. Our armed forces have been participating for 18 years in the State Partnership Program with the Ohio National Guard, within the scope of which we don’t only have cooperation between our soldiers, but also between civilians: economists, educators and priests. Moreover, last year’s establishing of the American-Serbian Business Council crowned previous efforts towards the forging of even closer economic ties between our countries. That’s why I’m particularly hopeful of the intensification of economic cooperation with the U.S., which is expanding year on year, especially in terms of the exchange of services and when it comes to investments. In short, the development of Serbian-American cooperation has unlimited potential.

How have relations between Serbia and the U.S. been impacted by Washington’s strong support for the recent Resolution on the Srebrenica genocide, which was adopted by the UN General Assembly at the proposal of Germany?

— As can be deduced from your question, the U.S. did support this resolution, but it did not take the lead in advocating for it. Serbia, as a country that jealously protects its military neutrality and independence in making political decisions, is understandably targeted by those who want a clear positioning and the taking of sides on something that threatens to become more than a conflict between two states in Eastern Europe. We expected Serbia to be pressured to abandon its

position, and there is also certain to be more such pressure in the future. This doesn’t mean that we will destroy the bridges of partnership and cooperation built with those who want to entice Serbia to their side in an increasingly perilous geopolitical conflict. However, diplomacy is a process that’s based on a tactical approach and long-term thinking, not on affect and passion. The noted resolution was supported by many countries from our region and many EU member states, including those that are the sources of the largest investments in Serbia. It is to be understood that we made a note of how certain countries determined their stance on the issue of the resolution on Srebrenica, but that is neither the end of history nor the end of our cooperation with those countries.

Considering the reactions of American ambassadors around the region, the U.S. doesn’t look favorably on the national gathering established in June as the All-Serb Assembly, which is seen as a response to the aforementioned Resolution. How did you respond to your American colleagues who evaluated the messages of that gathering as an attack on the Dayton Agreement? — If you’d listened carefully to U.S. Ambassador Christopher Hill, you would have heard a stance that coincides with Serbia’s political positions, and that is the position that the U.S. and Serbia are jointly committed to respecting the Dayton Agreement. The All-Serb Assembly was a large and important event for us, because it demonstrated the unity of the Serbian people, and we live in times in which all collectives, including ours, are striving to achieve the greatest possible cohesion in order to be able to handle various modern challenges. This has nothing to do with Serbia’s attitude towards the Dayton architecture of Bosnia and Herzegovina, because we support our neighbor’s territorial integrity sincerely and consistently, but also other aspects of the Dayton Agreement that guarantee the existence and jurisdiction of Republika Srpska within the country. It is clear that there is a fear of our region’s destabilization in the international community, due to the broader geopolitical context, but that stability is primarily required by Serbia if it

is to realize its development plans. And, quite frankly, the threats to the Dayton architecture of Bosnia and Herzegovina don’t come from the U.S., but rather primarily from some European centers of power that are working openly on the unitarization of the country, and thus working against the letter and spirit of the Dayton Agreement. But let’s return to the All-Serb Assembly and its messages. If you objectively and dispassionately read the contents of the declaration adopted, you won’t find a single element that anyone could perceive as a threat to the stability of the region or the integrity of Bosnia and Herzegovina, and the fact that messages of Serbian unity are received unfavorably by those who want a weak Serbia and a fragmented Serbian people is also to be expected and logical.

It is tough for me to imagine our citizens supporting the idea of EU membership if is conditioned by our recognition of the unilaterally declared independence of our southern province

We recently heard two statements of American diplomats related to Kosovo. The U.S. ambassador in Belgrade, Christopher Hill, stated his belief that “recognition of Kosovo’s independence will not be a condition for Serbia’s EU accession”, but rather the normalization of relations. At the same time, the U.S. ambassador in Pristina, Jeff Hovenier, stated that the U.S. expects the normalization process to end with “mutual recognition”. Which of the statements do you think represents a more faithful reflection of the U.S. stance? — The messages of the U.S. ambassador in Belgrade are certainly more relevant to us than the statements of America’s diplomatic representative in Pristina. We share with Ambassador Hill a desire for relations between Serbia and

the U.S. to improve in the coming period and for them to return to the level of quality that we had prior to the disintegration of the former Yugoslavia. Serbia will not antagonize the U.S., despite us obviously having conflicting views on the Kosovo issue, because there is very wide space to build trust and cooperation between our two countries, and this could perhaps lead to the future convergence of positions on this issue. But the most relevant factor when it comes to Kosovo is what Serbian citizens think about our southern province, because at the end of the process they will have the final say in deciding on our country’s EU accession. It is tough for me to imagine our citizens supporting the idea of EU membership if is conditioned by our recognition of the unilaterally declared independence of our southern province.

The U.S. presidential election will be held this November. Do you think there is a difference between Democratic and Republican administrations when it comes to priority national issues for Serbia?

— It wouldn’t be appropriate for me, as the foreign minister of a small country, to express any desires or forecasts regarding the upcoming U.S. elections, because someone malicious could interpret that as interference in the internal affairs of another country. We’ve previously had both good and bad junctures with both Democratic and Republican administrations in Washington, and we worked with dedication, during the period I spent as Serbian ambassador to the U.S., to establish connections and productive relations with influential people in both parties.

The U.S. has continuity of policy on many issues, regardless of the person heading the administration there, and Serbia will endeavor to also maintain its continuity in cooperation with America, regardless of whether a Democratic or Republican president occupies the White House. However, we live in a time of dynamic international happenings, in which it is certain that Washington will also lead a more flexible policy in order to find the right answers to the challenges of the moment, and it is there that Serbia should seek its chance.

Progress Everywhere

Everywhere I look in our bilateral relationship, I see progress…Serbia is taking a leading role in promoting regional economic integration as well, as the region makes its case for EU membership, which is a priority for the United States ~ Christopher Hill

By Ljubica Gojgić

In this year that will be marked by the U.S. presidential election, America’s ambassador to Serbia assures us that, regardless of the outcome, we shouldn’t expect a change in Washington’s attitude towards Serbia.

Your Excellency, as we are in the year of the American presidential election, one frequent question is whether a change in administration could impact U.S. policy in the region?

— U.S. policy is ultimately rooted in U.S. national interests. Many things change from administration to administration, but our core national interests endure. Among those are a Balkan region that is stable, prosperous and secure, and part of a Europe that is, as President George H. W. Bush put it, “whole, free, and at peace.” Our polices for the region are aimed at that goal, and I don’t expect that to change, no matter the outcome in November.

Serbia’s youth are extremely talented and very savvy. They know that Serbia’s future is in the West, and that the United States is a partner for Serbia’s continued development

Speaking in a recent interview, you agreed with the assessment that bilateral relations between the U.S. and Serbia are on an upward trajectory. In which areas is this progress most evident? — Everywhere I look in our bilateral relationship, I see progress. Our security cooperation continues to improve, and U.S. and Serbian forces now serve alongside one another in peacekeeping

missions around the world. We’ve done a lot with Serbia, as with our other European partners, to help Ukraine cope with Russian aggression, and we’ve seen Serbia commit to continue that support even after this horrible war ends and Ukraine finally begins to rebuild. More and more U.S. companies are expressing an interest in investing in Serbia, in areas like IT services and green energy. Serbia is taking a leading role in promoting regional economic integration as well, as the region makes its case for EU membership, which is a priority for the United States. We’d all like to see more progress on the normalization of relations with Kosovo, but the lack of progress in the Dialogue is not due to the lack of a constructive approach on Serbia’s part.

Are you concerned by the results of surveys on the attitudes of Serbian citizens, especially the youth, which suggest that 40% do not consider the U.S. a friendly country (ref. Annual Survey conducted by the Institute for European Affairs)?

— Survey responses are one thing, but I think young people’s actions speak louder than words. When they want to study abroad, young people in Serbia think of American universities first. When they apply for a job, they’re excited to work for American companies. When they watch movies or listen to music, it’s American pop culture that they’re drawn to. Serbia’s youth are extremely talented and very savvy. They know that Serbia’s future is in the West, and that the United States is a partner for Serbia’s continued development.

You recently spoke about the aligning of the positions of Belgrade and Washington with regard to the war in Ukraine. The Serbian government maintains that imposing sanctions on Russia is not in the national interest. On what grounds do the U.S. and Serbian policies converge? — Sanctions are one part of the unified Euro-Atlantic response to Russia’s horrific aggression against Ukraine. They are an important part, but there is so much more to it. Serbia has shown tremendous support to the Ukrainian people, including through its votes in the UN and the provision of humanitarian assistance, as they fight

INTEREST

More and more U.S. companies are expressing an interest in investing in Serbia, in areas like IT services and green energy

RECOGNITION

It’s long been the policy of the US that we want to see a future where all the countries of the Western Balkans recognize each other

SANCTIONS

It’s important to remember that Serbia has consistently said that it will harmonize its foreign policies with the EU, which includes sanctions

back against Russian aggression and stand up for democratic values and the right to determine their own future. We’ve recently seen Serbia and Ukraine deepening their diplomatic relationship as well, and I know President Vučić and President Zelensky have a relationship built on mutual respect. It’s important to remember that Serbia has consistently said that it will harmonize its foreign policies with the common policy of the EU, which includes sanctions. To focus narrowly on the sanctions question, however, is to miss the forest for the trees. When it comes to Ukraine, Serbia is unquestionably on the right side.

You recently puzzled the public in Serbia by stating that you believe recognition of Kosovo’s independence will not be a condition for Serbia’s EU accession, but rather the normalization of relations will be sought. At the same time, your colleague in Pristina, Ambassador Hovenier, stated that mutual recognition is expected at the end of the normalization process. Whom should we believe?

— I think if you look closely at our statements, you’ll see that there is no contradiction between them. Our immediate focus is on support for the EU-facilitated Dialogue, which aims at normalization. It’s long been the policy of the United States that we want to see a future where all the countries of the Western Balkans recognize each other and live side by side in peace and prosperity, and as members of the European Union. None of this is new, but the media like to look for controversy. If you look closely at U.S. policy, however, you’ll find it’s been consistent on these questions for years.

It has been noted that your assessment of the recent All-Serb Assembly was milder than that of your colleague from Sarajevo, who dubbed the event, organized by the President and Government of Serbia, “an attack on the Dayton Agreement”. Do you differ in your assessments or are you more diplomatic in your expressions?

— Again, I think if you look carefully at all our public statements, there are no contradictions. No one has criticized the event itself as an attack on Dayton.

In an interview with weekly news magazine NIN, you said that you would never ask people in Serbia to forget the NATO bombing, but that “for the sake of our children and our children’s children, we really need to try to spend more time looking forward than looking back.” Could this principle have been applied when deciding that the U.S. “proudly sponsors the Resolution on the Genocide in Srebrenica”?

— As I’ve said in many different contexts, as a diplomat, I look to the future and what we can do to solve the problems and challenges still ahead of us. Looking to the past is something I try to leave to lawyers and historians. Your question is a hypothetical one—could things have been different? Here too I’ll stick to the diplomat’s perspective and leave alternative history to the novelists. I’ll continue to focus on what’s ahead.

The flagship of American-Serbian economic relations is the IT sector. You have also spoken on several occasions about the U.S. interest in participating in the reforms of the energy sector. What does this exactly mean? Which projects are particularly attractive?

— The need to create alternatives to an energy system built on burning dirty fossil fuels is the critical challenge of our time. Given its history of technical innovation and the talent of its people, Serbia is poised to ensure that the world’s green energy transformation benefits Serbian citizens not just through cleaner air and a healthier environment, but also through the provision of dependable, high-paying jobs that stay in Serbia and

We’d all like to see more progress on the normalization of relations with Kosovo, but the lack of progress in the Dialogue is not due to the lack of a constructive approach on Serbia’s part

build wealth here, not somewhere else. If doing all that also helps free Serbia from its dependence on Russian oil and gas, that’s an added benefit. It is for all those reasons that we’re always open to expanding our cooperation with Serbia, as the country continues to grow and develop its green tech and renewable energy sectors.

We Will Continue to be Serbia’s Best Possible Ambassadors

The American companies already doing business in Serbia are very satisfied with their investments. All our member companies have long-term strategies for investment in Serbia and, according to our findings, will continue in that direction in the future

AmCham President Stefan Lazarević considers cooperation between the business sector and the government as being crucial to the creation of an attractive business environment. The American Chamber of Commerce in Serbia gains clear insights into what’s important to the business sector for it to be able to operate successfully through research that AmCham regularly conducts, but also through its daily contact with member companies. This interview touches on many of these topics, such as the green

agenda, availability of labor, and the strengthening of regional integration. We also discussed the importance of Serbia continuing the European integration process and further strengthening its commercial cooperation with the U.S.

How satisfied are your members with Serbia’s business environment today and how do they rate their own operations in 2024?

— The latest Lap Time Survey, which AmCham traditionally conducts annually –and on the very topic of satisfaction with

the business climate and the business sector’s expectations for the period ahead –showed that companies were more optimistic at the end of last year than during the previous crisis years of the Covid-19 epidemic and the war in Ukraine.

This rising optimism points to the economy’s partial recovery and a strengthening of investor confidence. However, it is very important that we work long-term, together with the new Government of Serbia, to continue comprehensive reforms, firstly structural and institutional reforms.

Business forecasts for this year show that around two-thirds of AmCham members expect business growth and new investments, while half believe their number of employees will also increase.

Something that’s very important, and that we emphasize as a business association, is that all our member companies have long-term strategies for investment in Serbia and, according to our findings, will continue in that direction in the future.

What do the results of the Lap Time Survey, and the views of your committees presented in the ‘Reforms for Economic Growth and Business Resilience’ document, suggest to Serbia’s new government?

— On the basis of the Lap Time Surveys, and our daily contact with members regarding various topics of interest to business success, as well as the work of our 10 professional committees, AmCham has clear insights into what’s important for the business sector to be able to do business successfully.

It was precisely with all this in mind that the AmCham Board of Directors defined the priority areas that we believe must top the agenda of the newly formed government. They are, first and foremost: continuing the digital transformation of public administration; consistently implementing the Green Agenda, for a clean and energy-diversified Serbia; improving the healthcare system; ensuring a predictable and stable fiscal environment, alongside international economic links with a focus on advancing integration into the regional market and the European single market.

We firmly believe that reforms are the only way we can together ensure new investments in Serbia, higher employment, and an improved standard of living for us all.

A large part of this AmCham document is dedicated to recommendations enabling a green transition or the diversification of energy sources. How, at a practical level, do your members meet the standards in this field?

— AmCham members believe the consistent implementation of the Green Agenda is increasingly important to the improvement of the business environment – in our annual survey conducted five years ago,

the Green Agenda ranked 11th in terms of priorities, while it last year ranked 2nd, which is the biggest leap we’ve recorded since we started these surveys.

Given that Serbia generates 70% of its electricity from non-renewable resources, it is vital to increase the availability of energy from green sources. Since more than half of our member companies already address sustainability in a systemic way, and many of them have already pledged to achieve zero emissions at the global level, the number one priority is to reduce the carbon footprint of products. This is also achieved through systemic measures at the level of the state, and by incentivizing companies to invest their own funds in the greening of their own sources of energy. At the state level, investing in power system capacity building is essential, with the aim of diversifying sources of electricity and increasing

We firmly believe that reforms are the only way we can together ensure new investments in Serbia, higher employment, and an improved standard of living for us all

the share of renewables, but also developing capacities for storing and delivering the energy produced to consumers, which will enable improved energy system stability, as well as increasing the availability of energy and energy products. Considering that these are all long-term projects, in the short term, it is equally important to remove all regulatory and administrative barriers preventing companies from independently reducing the carbon footprint of their products – through the unrestricted installing of solar panels on roofs, enabling producers of renewables to supply consumers directly, waste-to-energy projects, and the like. In order to achieve that, it is necessary to improve infrastructure – from strengthening the power distribution network to developing waste separation infrastructure.

Our member companies have been addressing their own circularity and reduc-

ing the waste they generate for many years already, but it is impossible to achieve better results at the national level without a systemic approach. AmCham has for many years advocated the responsible introduction of a deposit system for the efficient management of packaging and packaging waste, which would contribute to that circularity.

Finally, although AmCham members and companies that export to the EU are largely familiar with the extensive regulatory requirements of the Green Agenda imposed by EU legislation, that is not the case among most SMEs in Serbia. In our survey conducted last year, only 6% of them reported that they address sustainability. AmCham members, through their value chains, suppliers and customers, are also striving to raise awareness of this segment among SMEs, but I believe we’re still in the infancy when it comes to this field and that we need to work on it.

AmCham pays great attention to educating young leaders and training in the field of HR. How much of a challenge is it for your members to hire high-quality workers today, and what do you do, as a Chamber, to facilitate their job? — This is a very important question. Alongside inflation and the efficiency of the state administration, it is precisely the availability of labor that our members recognize as one of the key challenges to doing business. The lack of available labor represents an obstacle for almost two-thirds of AmCham members, and has consistently ranked among the top two challenges in surveys conducted over the past 6 years. And we can agree that reform is the key to overcoming this challenge.

On the other hand, AmCham actively contributes to this important topic through the organizing and conducting of education in various forms. I would single out AmChamps, our annual educational and mentoring program intended for young managers from our member companies and students of state universities across Serbia. We launched this program in 2014, with the idea of using the synergy of the academic and corporate sectors to help further train and develop young talents - leaders who will one day lead Serbia’s business community.

After 10 years, we are proud of the success achieved. Through this program, many young people have had the opportunity to make acquaintances and gain practical knowledge and skills that have enabled them grow professionally and personally. There are numerous examples of managers advancing extremely rapidly both during and after this program. There is a similar situation with the students who receive internships and numerous employment opportunities at our member companies. I would emphasize the fact that three young managers who completed our program are now heading leading multinational companies in our country. In this way, AmCham Serbia not only supports its members in identifying and developing a high-quality workforce, but also contributes to creating a more favorable environment for the development of leaders who are truly leaders of positive changes in our society and country.

Serbia’s IT sector has made significant advances, while the crisis years have seen it change and turn to creating its own products, as opposed to just outsourcing its services. How significant is this sector to U.S. companies today, considering the big changes to the global market?

— The American companies already doing business in Serbia are very satisfied with their investments. These companies have invested more than four billion dollars in Serbia over the previous two decades, and they today employ more than 30,000 people. The level of the bilateral exchange of services has increased so much that the U.S. is now Serbia’s number one partner when it comes to this type of exchange, primarily in the IT services sector.

Over the past 15 or so years, Serbia’s IT sector has recorded dizzying development and growth. There’s no doubt that Serbia and the region have solid characteristics in the IT field, but also beyond, that can help position us as a kind of California within Europe.

And that’s not all. Major American companies are even more interested in investing further in Serbia. This primarily pertains to technology companies, followed by those from the infrastructure and energy sectors.

AmCham members, through their value chains, suppliers and customers, strive to raise awareness of the regulatory requirements of the Green Agenda among SMEs, but I believe we still have a lot more work to do on that

In its daily efforts, AmCham will continue endeavoring to be the best possible ambassador for Serbia, as an open, stable and competitive investment destination. In order for the planned investments to be realized, it is very important that we continue regional integration and aligning our regulations with those of the European Union, as well as excellent commercial relations with the U.S. And AmCham will always be a reliable partner in these processes.

AmCham gained dozens of new members in 2023 alone. What do you think makes joining your Chamber a good choice and what will you offer your members in future?

— The American Chamber of Commerce in Serbia ended last year with its highest membership numbers since its establishment. AmCham today brings together more than 260 international and domestic companies employing over 112,000 Serbian citizens.

I believe that the AmCham Board of Directors, together with the Executive Office, has brought a new dynamic and approach to supporting the creation of a predictable and stable business environment over the previous two and a half years. We have worked systematically to improve economic relations between the U.S. and Serbia, and tried to encourage the region to work together on projects that focus on further integration into the regional market and the European single market.

The most important fact is that the strength of AmCham lies precisely in its members, and everything we’ve achieved in the previous period has been thanks to our members.

We will remain focused on what it’s essential for us to do, as a society and state, for Serbia to become a more attractive place for existing and new investors, and on the areas where reforms are essential and how to implement them.

How much has the rising digital solutions trend changed the way AmCham communicates with members, and the way it operates?

— AmCham supports the digital agenda strongly in all areas – from public administration, via the optimizing and digitalizing of regulations, to business flows, everyday communications, etc. And we, as a business association, utilize all the advantages of digital solutions to exchange information, insights, recommendations, best practices and recommendations with our members in real time, which we subsequently share with the Government of Serbia, as a form of support. And we also work together on continuing comprehensive reforms to create an even more attractive business environment for new investments.

When it comes to digital solutions and their impact on operations generally, I believe the next significant step in raising Serbia’s attractiveness as a work environment is the complete digitization of labor law documentation.

EMBRACING OUR PATH TO ZERO EMISSIONS

Climate change is the existential crisis of our time, and we must act today to solve it.

DestinationZero™, is our strategy to reach zero emissions and the core of our PLANET 2050 sustainability strategy. It fulfills our mission of powering a more prosperous world.

Cummins is working to transition customers to products that eliminate carbon emission.

Cummins has already significantly reduced carbon through innovation of its current powertrain products. We all play an important role in ensuring our strategy is successful. We have innovated for over 100 years, and we won’t stop now.

Pioneers of Socially Engaged Campaigns

Propulsion is a dynamic, full-service agency known for its innovative and socially engaged campaigns. With a diverse range of services and a strong presence in multiple markets, Propulsion is committed to fostering positive social change through strategic communication and impactful projects

Founded in 2011, Propulsion has grown into a leading alliance of businesses and non profits in innovative, socially engaged campaigns and projects. Under the strategic direction of Darko Soković, Managing Partner of Strategy & Development at Propulsion, the alliance of businesses and non profits collaborates with global companies, UN agencies, and international organisations to drive positive change. Its team of over 200 experts operates from four offices, offering comprehensive services ranging from strategic communications and digital solutions to community engagement and educational programmes. With a presence across Central and Eastern Europe, the EU, Turkey, Central Asia, and

Our work is particularly impactful in Central and Eastern Europe

the US, Propulsion is dedicated to creating transformative campaigns that inspire action and foster societal improvement.

Propulsion is a dynamic, full-service alliance of businesses and non profits known for its innovative, socially engaged campaigns. What services do you offer, and which markets do you cover?

— Propulsion is a dynamic and ever-growing organisation with a strong foundation in innovative, socially engaged campaigns and projects. As a leading supplier of engaged communications

Photo Danijel Rakic

and social impact campaigns across Central and Eastern Europe, we strive for positive social change through transformative campaigns with brands, development partners, and governments. Our services include strategic communications, social impact campaigns, community engagement, digital solutions, creative services, event management, and educational programmes. These services enable us to craft comprehensive communication strategies, create impactful campaigns, foster community development, leverage AI-driven IT solutions, ensure high standards in visual communications, organise high-profile events and enhance media and digital literacy through training and e-learning. Operating across our home countries, the EU, Turkey, Central Asia, and the US, Propulsion impacts diverse communities globally.

With four offices and over 200 experts, how do you successfully create campaigns and projects for around a hundred partners, including companies, UN agencies, embassies, and international organisations?

— Founded 2011 in Belgrade and Sarajevo, our global headquarters is now in Bratislava, with an additional office in Zagreb. We are a truly European organisation, and our partnerships with global companies, international organisations, and state bodies, including USAID, UNDP, UN Women, and the European Commission, allow us to channel millions of euros annually into projects that promote social good. At Propulsion, our mission is to create compelling narratives that captivate audiences, inspire action, and drive tangible results, believing in the power of strategic communication and innovative solutions to build a better, more equitable society.

Propulsion excels in improving societies while ensuring client satisfaction. Do you believe communication can transform our region and relationships? What are your current priorities?

— At Propulsion, our unwavering commitment to creating communication projects that enhance societies in our region sets us apart. We believe narratives can transform societies, enhance lives, im -

prove democratic values, and create safe media and digital and technological environments. We aim to drive meaningful, positive change within our communities, focusing on social good and community development to ensure a better, more equitable future for all.

Our transformative campaigns address critical social issues, promote digital and media literacy, and inspire civic engagement, improving people’s lives. We believe communication can transform societies and enhance relationships, particularly in Central and Eastern Europe. Guided by principles that place people at the centre of digital transformation, we ensure technology promotes democracy, protects rights, and acts responsibly and safely.

We aim to create a fair online environment where individuals can safely and effectively engage with new tech -

Our

services include

strategic

communications, social impact campaigns, community engagement, digital solutions, creative services, event management, and educational programmes

nologies, like AI. Our focus is on fostering solidarity and inclusion by ensuring all communities have access to the internet, digital skills, and public services, bridging the digital divide, and promoting social equity. We emphasise digital literacy, equipping individuals with the skills to navigate the digital world safely and responsibly, including understanding data privacy and combating misinformation.

We are dedicated to promoting sustainability in our digital initiatives, supporting the green transition, and educating people about the environmental impact of digital consumption. Our projects create safe and secure digital environments, protect-

ing users of all ages and promoting data security. Our work is particularly impactful in Central and Eastern Europe, where digital transformation is rapidly unfolding, and addressing issues from media literacy and digital transformation to health literacy and anti-hate initiatives has specific value. This is particularly true considering rapid geopolitical shifts in Ukraine, the Middle East, and elsewhere.

How do you implement multi-million euro corporate social responsibility programmes for the region’s largest companies through your Propulsion Fund, creating a new generation of leaders?

— By focusing on media and digital literacy, health literacy, and innovative leadership, we equip exceptional individuals and teams with the skills and knowledge they need to become effective change-makers in their communities. Our initiatives are not just about immediate impact but about building sustainable frameworks that empower people to lead and inspire future generations. Through strategic partnerships with US and global brands and organisations, we ensure that our programmes have a lasting, positive impact on society, nurturing leaders who can guide their countries toward a prosperous and equitable future.

Propulsion is a founder of the Serbian Philanthropic Forum, a member of AmCham and the French-Serbian Chamber of Commerce, with top managers in the Serbian Association of Managers. Always among the best? — Our affiliation with leading minds and organisations underscores our dedication to fostering a culture of excellence, innovation, and social responsibility. By aligning ourselves with the best, we enhance our own capabilities and demonstrate our belief that significant change can only occur through great partnerships. This collaboration contributes to the broader goal of societal advancement, ensuring we are always at the forefront of positive regional change and development. This commitment to partnership is one of the greatest values we learn from our American friends, connecting us with the world and enabling us to help transform it—for the better.

Powerful Development Impetus

Good economic relations with the U.S., alongside regional and European integration, are crucial to attracting new investments and maintaining existing ones, and it is this direction that we want to maintain

Among the companies that we’ve surveyed, 84% have developed their own ESG strategies

he previous year has been marked by intensive communication between the U.S. and Serbian governments in working on important documents aimed at improving cooperation and strengthening the interests of American companies in the Serbian market. “For us, it is crucial that the current U.S. administration provides a strong impetus to the development of economic cooperation with our country,” says AmCham Executive Director Vera Nikolić Dimić.

TAccording to our interlocutor, the American companies already operating in Serbia are very satisfied with their investments, especially those operating in the technology sector, infrastructure and energy, and they are increasingly interested in investing in Serbia. They have invested more than four billion dollars over the last two decades and currently employ more than 30,000 people, while the exchange of services has grown to such a level that the U.S. is now Serbia’s number one partner when it comes to this type of exchange, primarily in the sector of IT services.

“To conclude, good economic relations with the U.S., alongside regional and European integration, are crucial to attracting new investments and maintaining existing ones, and it is this direction that we want to maintain,” explains Nikolić Dimić.

One of the areas of focus at AmCham Serbia is strengthening regional initiatives for the creation of a Balkan single market. What has been achieved on this front and which institutional and logistical shifts are the most important to you in the period ahead?

— Connection through the opening of the region’s borders represents an immeasur-

able advantage for investment and business development, which enables current and potential investors to access a larger market.

We consider regional integration as being the key driver of economic change and the right path to the European Union. It is for this reason that AmCham is committed to supporting all initiatives to connection the countries of the region in an economic sense, including the Open Balkan initiative, CEFTA and the Berlin Process, with the end goal of the entire region integrating into the European Union. When we add good economic relations with the U.S. to this, we get the real potential to attract new investments and maintain existing ones.

We will focus in the coming period on the reducing of regional trade barriers, alignment with the rules of the EU, the mutual recognition of certificates and the introduction of a “one-stop-shop system” and electronic customs clearances, all of which will facilitate access to the single market and further improve economic cooperation around the region.

You launched the ESG Champions Initiative during the course of last year. What does it mean for your members, and especially for the establishing of these standards in Serbia?

—That’s right, AmCham conducted research among its members on the application of ESG principles, in cooperation with consulting firm Kearney. Our aim was to identify the best results and practices in these areas, but also to open discussion of mistakes made in the implementation of ESG strategies.

This is a very important topic for our members, 70% of which are multinationals, while 30% are local companies, with 60% comprising large companies and 40% representing SMEs. The results showed that 94% of survey respondents consider ESG as being key to attracting investment, while 84% have developed their own ESG strategies.

Larger companies exert stronger efforts in the implementing and reporting of ESG strategies. All major companies have developed these strategies, while this is only true for a lower percentage of small and medium-sized enterprises (45%). This points to a need to raise awareness of the

We will focus in the coming period on the reducing of regional trade barriers, which will further improve economic cooperation around the region

importance of alignment with EU regulations among SMEs.

One important part of your work relates to gender equality and the empowering of women to enter the IT sector. What would you single out as the greatest successes on this front?

— AmCham has for years been working with dedication to implement the “Women in Technology” mentoring program, primarily in technology companies, which has produced excellent results. However, this is not enough. Education must start much earlier, as early as elementary school, with the aim of overcoming prejudices according to which women can only be teachers, hairdressers or caregivers. They should be encouraged to become top inventors, engineers and leaders.

The current focus is on the initiative to empower women in the business environment, and in June we are launching the “SHE knows” [ONA zna] project, in cooperation with partners such as Impact Hub, ERSTE Bank and the Development

Center of the Jablanica and Pčinj Districts. After conducting research among member companies, as well as across Serbia generally, we decided to use a media campaign to additionally direct the attention of the public towards this topic.

There is a visible need for systemic support from companies, society and family, because the careers of women often suffer after they become mothers. It is necessary to raise awareness of this fact and provide full support to working mothers, especially those with young children, in order for them to be supported in the workplace and encouraged to accept important roles without feeling guilty.

Chambers and business associations play an increasingly important role in providing initiatives and in working with the Government of Serbia when it comes to economic growth and digital transition. What are your priorities in these areas?

— AmCham Serbia has, for 22 years already, been cooperating consistently with the Government on the creating of a Serbia that is an attractive investment destination and on the harmonizing of regulations with the EU. Taking into consideration the global crisis, the Serbian economy faces numerous challenges. That’s why it’s important for us to work on improving institutional capacities, such as digitalization and the transformations of public administration, the implementing of the Green Agenda, the improving of the healthcare system, the establishing of a stable fiscal environment and economic connection with a focus on integration into the EU market. These are also defined priorities and AmCham will continue supporting these reforms, as it has to date.

AmCham Serbia currently has a record number of member companies, with over 260 American, international and domestic companies that collectively generate a turnover of over 20.2 billion euros and employ 112,000 people. AmCham’s mission is to improve the business climate in partnership with the Government, promote the best business practices and values, and provide a platform for the professional development of members and the improvement of education in accordance with the needs of the business community.

Smarter Cities for a Better Tomorrow

G4S Serbia successfully developed the Smart City project in Pančevo and expects improvements to transportation, energy efficiency, and public services through the deployment of its smart solutions

Serbia has been evolving rapidly in recent years, embracing the concept of smart cities and thus entering a new era of innovation and technological advancement, says MD Dawid Sold, before explaining that smart infrastructure is a natural spin-off of the traditional electronic security systems that represent the main area of G4S’s expertise.

Could you elaborate on how smart cities are impacting Serbia positively?

— Smart cities leverage technology and data to enhance quality of life for residents, improve efficiency in resource management, and promote sustainability. Recently, G4S Serbia successfully developed the

such as air pollution, temperature, or wind speed that enables proactive safety protocols. The sewage control system monitors and prevents potential flooding, CCTV allows for the integration of all of the above,

The implementation of smart traffic management systems aims to reduce congestion and air pollution, thus improving the overall livability of these urban spaces

Smart City project in Pančevo. We expect significant improvements in areas such as transportation, energy efficiency, and public services, through the deployment of smart solutions. For example, the implementation of smart traffic management systems aims to reduce congestion and air pollution, thus improving the overall livability of these urban spaces. Weather stations enable the control of multiple factors,

and provides for the fast and timely video verification of potential threats.

How have smart buildings contributed to the evolution of smart cities in Serbia?

— Smart buildings play a crucial role in the overall ecosystem of smart cities by optimizing energy consumption, enhancing occupant comfort, facilitating efficient

operations by AI-driven analytics, and reducing maintenance costs. Our sister company, Beveco, specializes in the integration and automation of building systems for security, safety, and comfort. The great advantage of Beveco solutions is that they allow for the optimization of existing and new installations with multiple vendor support. We are developing the first projects in Belgrade and hope to have the first pilots implemented soon.

When it comes to AI, how has it influenced the development of security?

— G4S Serbia, together with one of the major banks, launched an AI-based security solution that analyzes vast amounts of data collected from various sources, such as CCTV, IoT devices, and other sensors. This allows AI to deploy proactive security measures instead of the old-style reactive approach. Our solution enables real-time analysis of security threats and two-way communication from a remote monitoring center. All of this happens with the highest standards of data privacy and GDPR compliance.

How do you see the future of smart infrastructure evolving in Serbia?

— EXPO 2027 will serve as a catalyst to boost the development of smart cities and smart infrastructure initiatives in Serbia. The infrastructure and technological investments made for hosting the Expo will leave a lasting legacy. This will include new transportation systems, sustainable energy solutions, digital infrastructure, and other improvements that contribute to the development of smart cities across the country.

Ball Packaging Europe, a leader in the production of aluminum packaging, is marking the 4th of July – U.S. Independence Day – in cooperation with the U.S. Embassy in Serbia, by preparing a special series of aluminum cans for water featuring the motifs of the Victor Monument, the triumphal monument of Belgrade’s Kalemegdan, and New York’s State of Liberty.

With their unique appearance and positioning, these two monuments symbolize and call for freedom and independence.

This specially designed series of aluminum cans, which contain water, was prepared for the occasion of the celebrating of U.S. Independence Day at the American Embassy in Serbia.

Small Steps to Big Changes

McDonald’s Serbia has launched a platform called “Small Steps to Big Changes,” which encompasses all of the company’s projects and initiatives related to climate action, natural resource conservation, waste reduction, the transition to sustainable packaging and toys, as well as various volunteer and community support actions

As one of the world’s largest quick-service companies, McDonald’s knows that it has the power to drive real changes that address social and environmental challenges. This is a responsibility it takes seriously and embraces, seeing it also as an opportunity for progress.

When the company says “billions served,” it’s not just about burgers; it’s about the support provided to the community, partners, employees, and suppliers, because McDonald’s understands the difference between being in a community and being part of one.

On its journey to positively impact the communities it serves, McDonald’s already has a significant advantage: ITS EMPLOYEES. All McDonald’s employees who have joined the “McVolunteers” volunteer club are utilizing their person-

al desire and passion to create changes in the world around them, to inspire colleagues and share successes.

McVolunteers aren’t just participants in various activities initiated by

cares for youth with developmental disabilities, to participating in the “Children’s Day of Activities in Nature” and many others – but rather often suggest activities that McDonald’s can support. #mcvolunteers #mcdvolunteers

The company is also active in the area of generating energy savings. Restaurants have an equipment activation plan to turn on equipment gradually and only when needed, thus reducing electricity consumption. Additionally, maintenance plans, such as cleaning condensers on refrigeration units, impact energy consumption. Restaurant climate systems have energy recovery units that utilize exhaust air to heat or cool incoming air depending on the season and outside temperature, thus saving energy.

The oil used for frying French fries is later converted into fuel, while glycerin is used to prepare household products – from cleaning agents to cosmetics. Over the past 10 years, more than a million kilograms of used oil has been processed, saving over 3,200 tons of CO2.

Since 2019, the Happy Readers program has offered books on various topics as part of the Happy Meal menu for children – over 350,000 books have been chosen by parents for their children over the past five years. Research shows that reading is important in stimulating the imagination, learning, and understanding.

The actions implemented by the company – together with its partners and suppliers worldwide – support local communities despite unforeseen global

Since 2019, the Happy Readers program has offered books on various topics as part of the Happy Meal menu for children – over 350,000 books have been chosen by parents for their children over the past five years. Research shows that reading is important in stimulating the imagination, learning, and understanding

McDonald’s – from planting trees and reducing CO 2 in urban areas, or spending time and making jewelry, decorating Christmas trees with members of the Creative Educational Center that

challenges. Only together, through support, can we make the world we live in a better place for us and for future generations. Only together, with small steps, can we achieve big changes.

Save Energy, Boost the Economy, Protect the Environment

With the support of USAID, Better Energy has identified the barriers that obstruct investments in energy efficiency and renewable energy, especially in the residential sector

Here we discuss how to raise people’s awareness of how they can save energy in their buildings, and how much, but also engineering solutions and energy efficient technologies, with USAID’s Lena Bratić, who announces the continuation of regular training for building management professionals and help in the structuring of financial support.

Serbia is struggling with a number of challenges right now – economic, social, and environmental. Is USAID’s Better Energy initiative in any way positioned to help Serbia overcome these challenges?

The Serbia Better Energy project is working to raise the efficiency of energy use in both heating supply and building energy consumption

— The energy sector is a connective tissue that ties economic, social and environmental problems. It also ties into competitiveness, import independence, infrastructure resilience and many other developmental objectives. Serbia’s soaring energy prices, heavy reliance on fossil fuels, and resulting environmental externalities – both local and global pollutants from burning fossil fuels – are all challenges that the country faces. These issues were exacerbated by the pandemic and Ukraine war. Theoretically, if a product is both expensive and damaging at the same time, its use should be very limited, rational and efficient. Yet the efficiency of energy use in Serbia is very low – particularly in buildings – with the average building using roughly twice the thermal energy required for heating according to current construction norms. The Serbia Better Energy project is working to raise the efficiency of energy use in both Serbia’s heating supply and building energy consumption.

When it comes to raising the efficiency of energy use, people normally imply the use of new technologies. Is this what you are proposing?

— No. Engineering solutions and energy efficient technologies have been around for a very long time. The problem is with their market uptake; with people’s awareness and willingness to change and invest in improvements that will benefit them partially, but will also create a major public good. With USAID support, Better Energy has identified the barriers that hamper investments in energy efficiency and renewable energy, especially in the residential buildings sector, and provides direct technical assistance that will help eliminate these barriers and create systemic change: reform policies, raising public awareness of how and how much energy they can save in their buildings, showing them technical solutions, building the capacities of the various stakeholders, helping banks offer appropriate financing solutions, and supporting integrated pilot projects that demonstrate the viability of the model for the most underserved sector – multi-apartment residential buildings.

Can you break down for the average Serbian citizen what technical solutions you’re recommending?

— The average Serbian citizen can save 40% on their energy bills if thermal insulation is applied to their building’s roof, façade and basement; if heat metering is introduced, and if windows and lighting fixtures are replaced with more efficient alternatives in common spaces. If the project is combined with a rooftop solar PV system, the benefits will be even greater. This means that the investment quickly pays for itself.

This sounds promising, but for a multi-apartment building with many families that don’t

With Better Energy support, financially solid project proposals become loan applications that have the potential to generate the financial savings required to help repay the loans

know which insulation is necessary, or where to find the money, how can they organize implementation?

— This is what we call a “lack of institutional capacities” – which is essentially one of the biggest barriers. Homeowners and homeowner associations often know little about the technicalities of construction, financing or implementation. They don’t have the facts or figures required to convince them that it is worth investing in saving energy in their building. That is normal. To help them with this, the Serbia Better Energy Initiative has developed tools and offers technical assistance that helps make it all much easier to understand. For example, Better Energy created a user-friendly phoneapp that allows any citizen to assess their building’s energy possibilities and select possible measures that would lead to the greatest financial savings.

Assuming they use the app and decide that insulating walls and roofs would be good for their building, what to do next remains a major mystery to them. What should they do?

— Indeed, the road isn’t straightforward. As the next step, if households think they could benefit from implementing whole-building renovation, they need to start talking to their neighbors, hold an assembly of homeowners, engage the building manager and provide instructions on what the

The average Serbian citizen can save 40% flon their energy bills if thermal insulation is applied to their roof, façade and basement, and if heat metering is introduced...

Photo Paola Felix Meza

building owners want. Better Energy has a number of capacity building platforms through which the chairpersons of homeowners’ associations and private building managers are being trained to understand every element of a building energy renovation project, from decision-making, identification, organization and energy audits, to the development of a project feasibility study, attracting financing, hiring the construction contractor, etc. For example, Better Energy has trained the Chamber of Commerce & Industry of Serbia to offer a comprehensive training program to professional building managers, which provides every graduating trainee with the full range of skills and reference materials needed to support homeowners on this pathway.

Both the state and municipalities often budget funds that can help homeowner associations invest in building renovations

It’s good to know that building managers are well prepared. However, most building managers have a background in business or the legal sector, and rarely in engineering. How can a building manager initiate what is ultimately an engineering project that leads to energy savings? — Indeed. While there is a common mix of measures that is generally applicable to nearly every residential building in Serbia built more than 25 years ago, it is advised to conduct a detailed energy audit to ensure that investments pay for themselves. The Better Energy project prepares detailed ener-

gy audits for interested multi-apartment residential buildings, including detailed financial analysis that ensures a reasonable return on the investments. Furthermore, the Better Energy team will ensure that proper designs are developed on the basis of the energy audit, and that the procurement will be competitively organized for the lowest cost bidder for the best services offered. Technical assistance helps oversee projects from initiation to commissioning, making sure that the right technical solutions are properly executed to deliver the estimated energy savings and ensure the costs are offset by those savings. To simplify this work, Better Energy has developed the “BEST Energis” software, which building managers are being trained to use to screen and select energy efficiency interventions without substantial external support.

It is reassuring to know that all the right players will have the right technical skills to ensure that projects are implemented properly, but we are avoiding the “elephant in the room”: how do households pay for all of this?

— The repair and maintenance of privatized multi-apartment housing is the legal responsibility of homeowners. Nonetheless, both the state and municipalities often budget funds that can help homeowner associations invest in building renovations. The Better Energy project has partnered with the Ministry of Mining and Energy, Ministry of Finance, and many municipalities to help structure the financial support towards high-quality projects with proper technical solutions. Better Energy has also exerted significant efforts to help banks recognize and understand the potential of lending for building renovation

Building Energy Retrofit

Photo Magic Frame

– this is a 20-billion-euro investment market. With the support of Better Energy, financially solid project proposals become loan applications that have the potential to generate the financial savings that will help repay the loans. So far, three banks – Postal Bank, Procredit and Erste Bank – have designed their own loan products that are open to homeowner associations to undertake common space, capital investments. This closes the project value chain, from decision-making to project identification, development, financing and execution.

This is an impressive process in which Better Energy seems to have addressed every phase of the project. However, with all this effort and thousands of buildings in Serbia that need such renovation, is the system developed by Better Energy ready for scaling up?

— This is ’the’ big challenge! We work daily to develop broader elements that will enable systemic change. Since the formula is in place and is working, we need to ensure that the policies, capacities and financing can achieve scaling up. Our team is working with the government to promote the digitalization of building energy data documentation and analytics, as well as the development of de-risking mechanisms for financial institutions so that banks can expand their lending operations. In the meantime, Better Energy continues to implement public awareness measures and the regular training of building management professionals, and to showcase the success stories, so that more buildings embark on this journey, while the state, municipal and private partners are there to facilitate the implementation of building renovation projects.

Alleviate pain. Restore health. Extend life.

Si x po wer fu l w o rd s t h a t i ns p i re u s t o engineer t h e extraordinary, innovate life-transforming technologies, and c re a te b e t ter ou tc o mes f or o ur worl d

Photo Magic Frame

Creative Energy in the Heart of Belgrade

Hotel Moxy Belgrade, part of the world-renowned Marriott International chain, represents a modern revolution on the Serbian capital’s hotel scene. Opened just over a year ago, Moxy Belgrade has used creativity, interaction and the expressing of the dynamic and authentic spirit of Belgrade to set new standards in the local hotel sector, proving especially attractive to the younger population, but also to all those who remain young at heart

GLOBAL BRAND, LOCAL CHARM

Is one of more than 150 Moxy hotels worldwide, while it is the first in Southeast Europe. The hotel concept proved a perfect fit for the urban culture of the city and led to it very quickly becoming a meeting place in this part of Belgrade, present-

ing its unique charm in an inclusive and unique way. The hotel’s community space includes various zones that are each specific in their own way. Thus, Plug & Play represents the ideal space for relaxation or business meetings, allowing guests to connect and create new opportunities in a unique setting equipped with the latest

generation computers that are at the disposal of guests, and, of course, high-speed internet connections.

TOP CLASS LOCATION & MODERN AMENITIES

Located at 2 Njegoševa Street, or on the corner of Njegoševa and Svetozara Mark-

ovića streets, Moxy Belgrade offers 131 modern and uniquely named rooms in five categories, so you can stay in the Queen Serene room, which offers a serene view of the courtyard, or the Drama Queen room, where you can see the famous Yugoslav Drama Theater from the window. Playful Twin rooms face the bustling street, while Booster Twin rooms are spacious and located at the building’s corners, providing extra comfort. For those requiring more space and comfort, Moxy Sweet suites are the perfect choice.

The hotel offers extremely flexible options for meetings. Its ground floor meeting room can accommodate 8-10 people, while its two larger modular conference halls on the floor above are available for larger conferences. These rooms can be merged with the bistro area if required, providing the capacity to accommodate up to 250 guests, across an area of as much as 230m² (2500sqft).

Moxy Belgrade also includes the Gastro bar Park a la carte restaurant, serving as a versatile spot for both meetings and socializing. Here you can start the day with

a hearty breakfast, enjoy a delicious lunch or a relaxing dinner, as well as indulging cocktails once your working day is done. Whether you’re seeking a quiet corner for your morning coffee or a lively and relaxed venue for socializing in the evenings, Gastro bar Park is the right choice. It also hosts a Friday Happy Hour and occasional live performances. Apart from this restaurant’s excellent offer, Moxy Belgrade also offers its guests the self-service Grab & Go option, available 24/7, a fully equipped fitness center and an underground garage. The hotel’s friendly team is always on hand to reveal local attractions and Belgrade’s hidden gems, contributing to your stay in Belgrade being an unforgettable one, fueled by the city’s vibrant energy. And that’s why Moxy Belgrade is not just another city hotel – it’s a place where memories are created, and where you’ll feel like you are part of an infinitely interesting local community.

U.S. PRESIDENTIAL ELECTIONS

Entering Stretch the Home

By Dr. Milan Igrutinović, Research Associate, Institute for European Studies

On June 27th, CNN’s Atlanta studio became the stage for an unprecedented event in American politics: the earliest presidential debate in history, featuring the oldest candidates ever to run for the highest office. Joe Biden and Donald Trump, representing the Democratic and Republican parties, respectively, faced off months before the November election, setting a new precedent in the electoral calendar

The debate, devoid of the usual live audience and stripped of props or prewritten notes, allowed only a pen, a notepad, and a bottle of water for each candidate. This format, agreed upon after the chaotic 2020 debates, saw two CNN journalists moderating with the power to cut the microphone of any candidate who strayed too far from the question or engaged in excessive vitriol. This sanitized approach aimed to bring order and decorum back to the presidential debates.

Since their previous electoral clash, Biden and Trump have epitomised the deep-seated polarization in American society. While speculation occasionally surfaces about the emergence of other viable candidates from either major party, Biden and Trump have come to symbolize more than just personal rivalries. Their ongoing adversarial relationship highlights the profound divisions that extend well beyond individual animosities, encapsulating the broader societal rifts that define current American politics.

LOOMING QUESTIONS

Despite legal challenges hitherto unseen in U.S. electoral history, with charges ranging from misappropriation of campaign funds to insurrection during the January 2020 riots, Donald Trump remains broadly popular with Republican base. As court rulings are unlikely to bar him from running in the election, he will be on the ballot in all states. As such, his team is focused on reducing the impact of court proceedings on undecided voters and on soft supporters that might sit the elections out.

In this game, the incumbent president usually plays defense, but Biden has a problem when it comes to addressing Trump’s charges that inflation has reached as much as 50% over the past four years

Trump still hasn’t decided on his running mate. The pick will tell us a lot about his strategy. Whether he will look to strengthen his own base and choose someone who already endorses his positions (such as Senator J.D. Vance), or to broaden his appeal and choose someone who once challenged him (Governors Marco Rubio and Doug Burgum), or to try to make further inroads into demographics that largely don’t favor him (Elise Stefanik, Ben Carson), he needs to make a carefully measured decision.

Biden has different issues. He needs to persuade voters that the economy is in good shape, that macroeconomic numbers are enough for a population that’s concerned about its purchasing power and rising prices. In this game, the incumbent president usually plays defense, but Biden has a problem when it comes to addressing Trump’s charges that inflation has reached as much as 50% over the past four years. The economy is the broad front that Biden must engage on fully and persuasively.

The other front is the one in Gaza, where continued Israeli attacks against Hamas combatants and Palestinian civilians have caused a stir in the U.S. public, despite staunch pro-Israel positions among the vast and bipartisan political majority. Americans of Palestinian origin, and many Arabs and Muslims, were strong Biden supporters in the 2020 elections and have been major contributors to his wins in key battleground states like Michi-

gan, Pennsylvania, and Wisconsin. It’s practically impossible for Biden to win the election without also proving victorious in these states. He has to manage U.S. involvement in Israel’s operations and in the broader Middle East region, while trying to preserve any favorability that he still has among these voters.

June’s polls generally favored Trump slightly. He has a lead of one to five percentage points in

The other front is the one in Gaza, where continued Israeli attacks against Hamas combatants and Palestinian civilians have caused a stir in the U.S. public, despite staunch pro-Israel positions among the vast and bipartisan political majority

national polls, while holding a slight lead in several battleground states. Due to the state-centric logic of presidential elections, a Democratic Party candidate usually needs to record a slightly more convincing win to get enough electoral votes. Over the last quarter of a century, a Democratic candidate has won more votes and still lost the election twice, in 2000 and 2016, when Trump defeated Hillary Clinton. Whatever the case, we are probably set for a razor-thin margin of victory.

SPILLOVER EFFECTS

While the world has some experience of a Trump presidency, unease remains regarding what his possible second term would bring. Kyiv and Beijing are probably the most concerned about the outcome.

Kyiv’s predicament is clear: it relies heavily on continued financial support and arms deliveries from the U.S. and European countries to defend itself against Russia. Trump has a Ukraine complex, with the U.S. House of Representatives having impeached him in 2019 for abuse of power in response to his attempt to withhold aid to Ukraine as a way of pressuring Kyiv to investigate Biden’s team. He has been touting his ‘deal-making’ abilities and claiming that, with him in the White House, Putin would have never invaded Ukraine. His hostility towards military aid to Ukraine is now well documented. Thus, Kyiv and European states worry that he would seek to cut some deal with Putin without considering Ukraine’s interests or European security. For Ukraine and Europe, Biden is a trusted and preferred choice. The EU is trying to ringfence its policies in support of Ukraine and is wary of possible trade wars with Trumps’s administration.

A trade war is the first thing on Beijing’s mind when it comes to the possibility of a change in Washington. And it’s not as though the Biden administration has been soft: it continued some Trump sanctions (like those on Huawei) and has issued far more radical measures to hurt China’s microchip industry. Beijing is concerned that the Republican Party is far more interested in waging a trade war against China than the Democrats. The ‘new Cold War’ between the U.S. and China is now seen as a reasonable idiom to explain the current state of affairs.

The coming election lacks new, creative and inclusive solutions that could have global appeal, rather seeming to be part of a prolonged domestic cultural struggle. For us, as bystanders and onlookers, this presidential election seems to be more about analyzing and managing possible negative effects than about raising hope.

Serbian Software’s Top Import Market

While exchanges of services continue to grow and have surpassed the two-billion-dollar mark, consolidating the U.S.’s position as the top export market for Serbian software developers, the trade in goods, which is worth almost half as much, has begun to stagnate, in anticipation of the U.S. Congress’s extension of the preferential import status of around 3,500 Serbian products. This is why American and Serbian companies, but also embassies and organizations, are continuing to lobby for the urgent renewal of the Generalized System of Preferences (GSP) program, which expired back in 2020

In the meantime, American-South Korean consortium Hyundai Engineering, Hyundai ENG America and UGT Renewables has been selected by public tender as a strategic partner to install solar parks with a total capacity of 1 GW and a battery system for energy storage in Serbia by 2028, while American-Turkish consortium Bechtel-Enka is progressing seriously on the construction of the Moravian Corridor, Serbia’s first digital highway. Following the confirmed arrivals of biopharmaceutical companies Pfizer, Ginko Bioworks and Merck Sharp & Dohme at the future Bio4Campus, set to become the first biotech hub in Southeast Europe, the arrival of American manufacturer of

Future economic ties between the two countries will depend on past and future investments in traditional production sectors, such as the food and tobacco, automotive, mechanical and electronics industries

innovative and precise medical devices, Medrotnic, has also been confirmed through the signing of a memorandum.

Following the sale of popular drama Zlatni dečko [Golden Boy] to Amazon and the airing of the series Državni službenik [Civil servant] on Disney Plus, as well as the broadcasting of three more shows on the HBO Max platform, Telekom Srbija – in a co-production with Amazon Prime Video and Radiotelevisión Española – has started filming for the series Scar, which is expected to hit TV screens by the end of this year. It includes the performances of Serbi-

an actors and has also been partly shot in Serbia. These are some of the events that have marked U.S.-Serbian economic cooperation over the past year, between two issues of CorD’s regular annual USA Business Partner publication.

With the continued operations of American investors that are already present in Serbia, as well as the arrival of American energy and biomedical companies, there is no doubt that exchanges in the service sector will continue to be one of the main pillars of economic relations between the two countries over the years ahead. The value of exchanged services has doubled over the last three years compared to the total achieved in 2020, when it surpassed the billion-dollar mark for the first time. It increased by almost 500 million dollars last year alone, up from 1.6 billion dollars in 2022, to a record-breaking 2.1 billion dollars. Serbia’s exporters of services are recording ever-better results on the U.S. market, having generated more than 1.6 billion dollars in revenue and a surplus of almost 1.4 billion dollars in 2023. Serbia exports five times more services to the U.S. than it imports, and in 2023, like in the preceding year, the highest percentage of recorded services revenue (60%) was generated from sales of telecommunications and computer and information services, as much as 58 percent of which came from the export of computer services, i.e. programming services. In comparison, the goods trade between Serbia and the U.S. reached 1.14 billion dollars last year, recording a drop of approximately 10 percent compared to the previous year. This area of trade is burdened more by the distance between the markets and has been growing more slowly, though it is now fairly balanced, albeit with a deficit of around 30 million dollars on the Serbian side.

The list of the more than 600 companies with majority American capital that operate in Serbia is increasingly including American ICT companies and other high-tech companies and investors. After Microsoft, which has been present in Serbia for two decades and founded its development center in Belgrade back in 2005, representing the first such center in this region and the fourth worldwide, other major American and global players began arriving in Serbia’s ICT and international shared services sectors. The largest U.S. investment in this sector to date is the NCR technology campus, while

Serbia’s exporters of services are recording ever-better results on the U.S. market, having generated more than 1.6 billion dollars in revenue and a surplus of almost 1.4 billion dollars in 2023

the investment worthiness of the Serbian market has also been recognized by the likes of Florence Tech, HYCU, Telesign Mobile, Foundever, EBV Elektronik (now Avnet), Telesign, Groundlink, Nutanix etc. Other major American technology companies that have been present in Serbia and the region for many years, through various forms of business, include Oracle, IBM, Cisco, Motorola, Dell, Honeywell, and now Paypal and the e-Bay platform. founded in December 2022, The Serbian R&D centers of IBM and Rivian were also established in December 2022 and began operating last year.

Examples of mutual acquisitions in the IT sector have become increasingly common in previous years. The latest was announced in April this year, when U.S. software corporation Autodesk ac-

quired Serbian-American startup Wonder Dynamics, which was founded by Serbian VFX expert Nikola Todorović and American actor Tye Sheridan, and which is behind the Wonder Studio – solutions for 3D animation and visual effects.

Despite the attention of new American investors being increasingly directed towards high tech areas (ICT, clean technologies in the energy sector and environmental protection, biotech and biomedicine), as announced during the Trade Mission of the U.S. Government in late 2022, future economic ties between the two countries will depend on past and future investments in traditional production sectors, such as the food and tobacco, automotive, mechanical and electronics industries. According to American sources, investments of U.S. companies – including investments from their European subsidiaries and investments made after establishing operations in Serbia – are estimated to total almost five billion dollars.

The American companies that have invested here and are expanding their business operations, and that collectively employ more than 30,000 people in the country and contribute significantly to technology transfers and Serbia’s international export performance, include Philip Morris, Molson Coors, PepciCo, Coca Cola Hellenic, Ball Packaging, Cooper Tires (now Goodyear) and Cooper Standard Automotive, Van Drunen Farms, Johnsons Controls, West Pharmaceutical Services, Lear Corporation, Ametek, Adient, Aptiv etc.

Serbia has also been recognized as a prospective tourist destination by global hotel brands Hilton, Marriott and Radisson. Our country is also increasingly on the radar of tourists from America, with 26 percent more of them visiting last year than the year before, with a major contribution to that figure coming thanks to Air Serbia’s establishing of direct flights to Chicago.

The intergovernmental investment promotion agreement, signed in January 2021, provides an additional tailwind for new investors and boosts security for existing ones. According to Serbian and American companies that have invested in Serbia and produce and export from the country, in addition to the renewal of the GSP program, the signing of a bilateral agreement on the avoidance of double taxation, as well as the announced agreement on strategic cooperation in the energy sector, would also contribute significantly to the better exploiting of the potential to strengthen economic cooperation between our two countries, while it would also motivate American investors to opt for Serbia and thereby increase mutual trade, given the great interest among American companies when it comes to investing in new, modern energy capacities in Serbia, primarily in the field of renewables.

REMEMBERING PAUL BENJAMIN AUSTER, WRITER, (3 FEBRUARY 1947 - 30 APRIL 2024)

Master Fate Fiction of and

Paul Benjamin Auster, the acclaimed American writer, passed away on 30 April 2024 at the age of 77 due to complications from lung cancer. Known for his profound exploration of solitude and isolation, Auster’s body of work includes 18 novels, as well as poems, translations, memoirs, essays, and screenplays created over a span of 50 years. He once described the novel as “the only place in the world where two strangers can meet on terms of absolute intimacy.” His unique realm of chance, mystery, wonder, and happenstance resonated deeply with readers, creating a sense of personal connection and admiration.

Auster’s writing, while often bizarre and uncanny, felt to his readers like truth-telling with mesmerizing force. He restored the realm of miracles and fateful catastrophes to American literature, frequently quoting philosopher Pascal’s assertion that “it is not possible to have a reasonable belief against miracles.” Despite his reputation as a postmodern sorcerer of prose, he was also a sociable figure in the New York literary scene, known for his warm storytelling and agile wit. For four decades, he lived in Brooklyn with his second wife, writer Siri Hustvedt, with whom he shared a close literary partnership.

Auster’s career was marked by the same element of chance that drove his stories. His breakthrough work, City of Glass (1985), part of the New York Trilogy, launched him to fame after 17 rejections. Despite being perceived as a cool cult author, his pseudonymous earlier work, Squeeze Play (1982), a baseball-based crime caper under the name “Paul Benjamin,” revealed another facet of his talent. Auster’s love for baseball and his childhood disappointment at missing out on an autograph from his idol Willie Mays highlighted his human side. “I had quick reflexes and a strong arm – but my throws were often wild,” he once reminisced, reflecting on his early passion for the sport.

Born in Newark, New Jersey, Auster’s early life and cultural experiences deeply influenced his work. His parents, Queenie (née Bogat) and Samuel Auster, were children of Jewish immigrants from Eastern Europe. They set him on a path of upward mobility through education, though they remained enigmatic figures to him. His memoir The Invention of Solitude (1982) was an attempt to understand his father’s impenetrable life. Ghostly fathers would become a recurring theme in his work. At the age of 14, Auster witnessed a peer struck by lightning, an event that became a paradigm for the unpredictable nature of life, and this theme permeat-

Oster restored the realm of miracles and fateful catastrophes to American literature, frequently quoting philosopher Pascal’s assertion that “it is not possible to have a reasonable belief against miracles”

ed his later novel 4321 (2017), which explores the concept of alternate realities.

At Columbia University, Auster studied literature and participated in the 1968 student protests before moving to Paris to work as a translator of French poetry. Living in a literal garret with writer Lydia Davis, he scraped by, returning to New York in 1974 with only nine dollars to his name. After marrying and subsequently divorcing Davis, with whom he had a son, Daniel, Auster continued to struggle financially. His memoir Hand to Mouth: A Chronicle of Early Failure (1997) captures these years of hardship.

In 1982, he married novelist and essayist Siri Hustvedt, who became his first reader and trust-

ed guide. Together, they had a daughter, Sophie. Their home in Brooklyn became a hub of literary creativity, with Auster writing in longhand before editing on his cherished Olympia typewriter. Hustvedt’s influence and support were instrumental in Auster’s prolific output.

The success of the New York Trilogy (Ghosts and The Locked Room followed a year after City of Glass) solidified Auster’s status, attracting both celebrity and new opportunities. He ventured into

Paul Auster’s literary legacy is one of a world where the magic of chance and the reality of human emotion coexist. His works continue

to resonate with readers, ensuring his place in the pantheon of great American writers

screenwriting for arthouse films like Smoke and Blue in the Face (both 1995) and even directed The Inner Life of Martin Frost (2007). His fiction, characterized by its enigmatic and hallucinatory aura, reached new heights with novels like The Music of Chance, Leviathan, and Mr Vertigo. Although some works leaned towards whimsy, stronger novels like The Brooklyn Follies (2005) continued to reflect contemporary American life with acute insight.

Auster was not only a literary figure but also an active participant in current affairs. He held office in the writers’ organization PEN, vehemently opposed the rise of Donald Trump, and often spoke about the core schism in American society between ruthless individualism and communal responsibility. His commitment to political engagement was evident in his writings and public statements.

Auster’s versatility as a storyteller was showcased in his editing of a Samuel Beckett centenary edition and his compilation of true stories from NPR listeners, revealing the strange forces at work in everyday life. His epic novel 4321 encapsulated his dual talents as a formalist and a social chronicler, sending a boy born in New Jersey in 1947 down four separate paths in life. This monumental work, along with his 2021 biography of literary prodigy Stephen Crane, Burning Boy, demonstrated his ability to blend personal narrative with broader cultural commentary.

The ferocity of fate that scars Auster’s work also marked his personal life. Diagnosed with cancer in 2023, he continued to be prolific, publishing an impassioned essay on America’s gun culture, Bloodbath Nation, and his farewell novel, Baumgartner, in the same year. His final works reflect his enduring engagement with themes of grief, loss, and the unpredictability of life.

Paul Auster’s literary legacy is one of a world where the magic of chance and the reality of human emotion coexist. His works continue to resonate with readers, ensuring his place in the pantheon of great American writers. He is survived by his wife Siri Hustvedt, daughter Sophie, grandson, and sister Janet.

of Coachella and EXIT Inside the Worlds

Photo Facebook/Coachella

Coachella and EXIT stand out as two of the most electrifying music festivals, each boasting its unique flair while sharing some striking similarities

wo names stand out like beacons in the expansive universe of music festivals: Coachella in the United States and EXIT in Serbia. These festivals, worlds apart in location, culture, and history, converge on a common goal: to celebrate music, art, and the collective spirit of humanity. Coachella and EXIT are not just festivals; they are cultural landmarks that have redefined what it means to experience live music.

TCOACHELLA: THE DESERT DREAM

Nestled in the sun-baked Coachella Valley of California, Coachella is a festival that has become synonymous with cultural zeitgeist. Since its debut in 1999, Coachella has transcended the boundaries of a traditional music festival, morphing into a cultural phenomenon that attracts the world’s biggest names in music and art. Coachella is famed for its eclectic and star-studded lineups, offering a genre-spanning mix from rock and indie to hip-hop and electronic dance music. Legends like Beyoncé, Radiohead, and Kanye West have graced its stages, making it a pilgrimage site for music aficionados. It’s not just a festival; it’s a statement. Beyond its musical allure, Coachella is an artistic haven. The festival is adorned with immersive art installations and avant-garde sculptures, transforming the desert into a vibrant playground of creativity. Fashion at Coachella is equally legendary, with attendees setting global trends with bold and eclectic styles.

COACHELLA

in California’s Coachella Valley, is a cultural phenomenon featuring eclectic, star-studded lineups and world-renowned art since 1999

EXIT: THE FORTRESS OF FREEDOM

On the other side of the globe, the EXIT Festival offers a unique yet equally enthralling experience. Set in the historic Petrovaradin Fortress in Novi Sad, Serbia, EXIT’s roots are steeped in activism and social change. Founded in 2000 as a student protest against political oppression, EXIT has blossomed into one of Europe’s most revered music festivals. EXIT’s lineups are a dynamic mix, featuring everything from rock and electronic to hip-hop and reggae. The festival has hosted iconic acts like The Prodigy, Guns N’ Roses, and David Guetta, drawing a global crowd. The setting within the Petrovaradin Fortress adds a layer of enchant-

ment, with stages nestled against ancient walls overlooking the Danube River.

EXIT’s genesis in activism continues to shape its ethos. The festival promotes social and environmental causes, urging attendees to engage in activism and community projects. This commitment to change has garnered EXIT numerous accolades, including the “Best Major Festival” at the European Festival Awards.

While Coachella and EXIT share global appeal and high-profile lineups, their atmospheres and cultural impacts are distinct.

Coachella’s desert landscape offers an open, expansive experience, transforming polo fields into a musical utopia. EXIT’s fortress location provides a more intimate, historical ambience, with stages woven into the ancient architecture, offering stunning panoramic views.

Coachella is a trendsetter, influencing global music, fashion, and art. Its proximity to Hol-

Festival, in Novi Sad’s Petrovaradin Fortress, began in 2000 as a student protest and now combines dynamic music lineups with activism

lywood ensures a steady influx of celebrities and influencers, making it a media spectacle. EXIT, conversely, is a bastion of inclusivity and social change, attracting a diverse crowd committed to activism and community engagement.

Both festivals attract international audiences. With its glamorous allure and high-profile acts, Coachella is a magnet for the elite. EXIT, known for its activist roots and inclusive spirit, draws a global crowd seeking entertainment and meaningful engagement.

Coachella and EXIT are more than festivals; they are cultural institutions. Whether you’re drawn to the sun-soaked, trendsetting vibes of Coachella or the historic, activist spirit of EXIT, both offer unparalleled experiences. The choice between Coachella and EXIT hinges on what you seek—the desert’s artistic dreams or the fortress of freedom’s call to action.