Diplomacy & Commerce Magazine - #87 August

RADOJKA NIKOLIĆ MONEY HAS BECOME MORE EXPENSIVE

EVENTS

MOROCCANS AND GUESTS CELEBRATED THE 24TH ANNIVERSARY OF THE ENTHRONEMENT OF KING MOHAMMED VI

SERBIA GOES GREEN

ANA BOVAN

WE NEED TO STRIKE A WISE BALANCE WITH THE NATURAL ENVIRONMENT

SERBIA GOES GREEN

THE HARDER THE FIGHT, THE BIGGER THE VALUE OF FIGHTING IT

GREAT PROGRESS IN BILATERAL RELATIONS

REACHING FOR STARS WITH THE PIANO – WHEN DREAMS BECOME REALITY

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PRICE 350 RSD

Minister of Mining and Energy pianist

Ambassador of Korea to Serbia

investigative journalist, BIRN

THE ROMANOFFS FROM LENIN STREET

H.E. JAEWOONG LEE

DUBRAVKA DJEDOVIĆ

MINA KRAJNOVIĆ RUSCHÉ

SAŠA DRAGOJLO

TRAVELOGUE by ROBERT ČOBAN

FOLLOW US TO STAY UPDATED

7

AMBASSADOR INTERVIEW GREAT PROGRESS IN BILATERAL RELATIONS

H.E. JAEWOONG LEE Ambassador of Korea to Serbia

20 BUSINESS INTERVIEW MONEY HAS BECOME MORE EXPENSIVE RADOJKA NIKOLIĆ

Editor-in-chief of Biznis magazine and Ekonometar

FOCUS ON SERBIA GOES GREEN

28 FEATURED THE GOAL IS SUSTAINABLE DECARBONIZATION

DUBRAVKA DJEDOVIĆ

ROBERT ČOBAN Director robert.coban@color.rs

DRAGAN NIKOLIĆ Editor in Chief dragan.nikolic@color.rs

NIKOLA GUDELJ

Journalist nikola.gudelj@color.rs

ŽIKICA MILOŠEVIĆ Journalist zikica.milosevic@color.rs

Advertising DRAGAN VUČEVIĆ dragan.vucevic@color.rs

JELENA JAHURA jelena.jahura@color.rs

Photos

Goran Zlatković

Nebojša Babić

Dušan Reljin

Greg Williams

Shutterstock

Translation SNEŽANA BJELOTOMIĆ

TEODORA TOROMAN

NIKOLA GUDELJ

Prepress

Studio Lončar

Contributors:

Dragan Nikolić, Robert Čoban, Duška Jovanić, Hidajet Biščević, Nikola Gudelj, Žikica Milošević, Ivan Nikolić, Ivan Fece Firchi, Harry Markham, Kathrin Glösel

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Zemun, Atanasija Pulje 22

52 CULTURAL INTERVIEW REACHING FOR STARS WITH THE PIANO – WHEN DREAMS BECOME REALITY MINA KRAJNOVIĆ RUSCHÉ pianist

54 TRAVELOGUE THE ROMANOFFS FROM LENIN STREET by Robert Čoban

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Office: Braće Jugovića 23/2 11000 Belgrade Phone: + 381 11 4044 966

58 MEDIA INTERVIEW THE HARDER THE FIGHT, THE BIGGER THE VALUE OF FIGHTING IT SAŠA DRAGOJLO investigative journalist, BIRN

34 INTERVIEW

WE NEED TO STRIKE A WISE BALANCE WITH THE NATURAL ENVIRONMENT ANA BOVAN CEDEF FOCUS ON TRAVEL

42 JUBILEE ZLATIBORA GIFT TO FUTURE GENERATIONS

Great Expectations

In June 2017, more than six years ago, we were at the New York Hotel St. Regis, and that visit by a few of us from the Serbian media was supposed to announce the imminent opening of this hotel in Belgrade, more precisely in the Belgrade Tower of the BW complex. The brochure, still available on the BW website, announced 2020 as the opening year of the St. Regis in Belgrade.

In November last year, at St. Andrew’s Day whiskey tasting at the UK Ambassador’s Residence, I met Nigel Cook, who, since June 2021, has been the director of St. Regis Hotel in Belgrade (under construction). I told him that it would be great if the tram bridge over the Sava River was preserved as a pedestrian and bicycle bridge so that the people of Belgrade would keep their favourite symbol and the residents of BW would not be bothered by the noise.

A few days ago, I spoke with a friend who has been at the top of the HoReCa business in the region for a long time. I heard from him that the inspection of Marriott (the owner of the St. Regis brand) visited Belgrade and postponed the opening to the end of summer 2024. Apparently, they concluded that there are neither construction nor commercial conditions for the hotel to operate.

According to the same source, the fate of the „Viceroy” hotel on Kopaonik, which will probably soon become a

„Hilton,” is similar. Simply put, our region is still not up to the top international brands in many segments (market, workforce, purchasing power, political stability, etc.). „Aman” has been in international arbitration for three years because of St. Stefan in Montenegro.

However, for some seemingly „non-market reasons,” the presence of these brands is constantly insisted on here.

While we are talking, I understand that the situation is identical in the media sphere in which several top global brands have entered the market of the region in the past few years and, according to the available data, all but one of them are operating in the red with no prospect of anything changing. The announcement of the arrival of the brands „Vogue” and „Forbes” (which already left Croatia once in 2010) is part of the same matrix. No one understands that it is perfectly OK for a region like ours to have brands such as „Hyatt,” „Marriott,” „Hilton,” „Radisson,” „Falkensteiner” and even „Kempinski” and that the rest from Top 10 luxury hotels category will come along when there are market conditions for it. It’s the same with the media. Until that happens, we will witness „Great Expectations,” which, like in Charles Dickens’ novel, will remain unfulfilled.

Marriot / St. Regis Hotel

Robert Čoban

The growing interest in Korean culture in Serbia took our attention, so we asked H.E. Jaewoong Lee, the Korean ambassador in Belgrade, to speak more about bilateral relations between Korea and Serbia, new economic developments, cultural exchange and, of course, his life in the Serbian capital.

You have been living in Belgrade for several years. How does life in our country look to you? Is our way of life very different from that of Korea?

When I came to Serbia, I was highly impressed by the beautiful scenery of nature. I was also fascinated by the people of Serbia. Serbian citizens are generally very diligent, kind, and smart. Serbian people may look reserved and

Great Progress in Bilateral Relations

serious at first sight, but they are genuinely very kind and friendly to foreigners.

I find Serbia a very dynamic country that is overcoming its painful history and striving to make economic growth through cooperation. That is why I believe that Serbia has great potential for growth.

I personally think that despite geographical distance, the way of life of Serbia is not much different from that of Korea. People value highly family members and respect elders. They are all very creative and open to other cultures.

Korean culture is not so far from our people. Recently, especial-

ly among youngsters, there has been an increasing number of fans of Korean cinematography, music, and cuisine. How do you see it?

Korean culture can be a good starting point for Serbia’s young generation to become interested in Korea. As an Ambassador whose main task is to publicize Korea to the Serbian people, I can say that I am indebted to the Korean culture for my work.

Every time I join or organize Korean cultural events in Serbia, I get highly impressed by the level of interest and appreciation that the Serbian participants show. Last May, a book publishing event of “Solo Leveling,” a famous Korean

webtoon translated into Serbian, took place, and to my surprise, around 500 Serbian people joined to purchase the book. On July 1st, more than 400 people attended the Korean music performance of the Gyeonggi Sinawi Orchestra, which our Embassy prepared. In addition, “digital supporters” of the Korean Embassy or “Chingu (friends),” who are composed of 15 Serbian youngsters, are very active in making content on Korean culture and uploading them to their social media.

It is my task to organize more events to introduce various aspects of Korean culture to Serbian people and actively exchange with them. Our embassy has launched a series of card news through its social media since 2022, in which we introduce the language and culture of Korea every week. Furthermore, our Embassy is planning various cul-

KOREAN CULTURE CAN BE A GOOD STARTING POINT FOR SERBIA’S YOUNG GENERATION TO BECOME INTERESTED IN KOREA

Seven Korean companies have entered the Serbian market and created more than 8,000 jobs

H.E. JAEWOONG LEE Ambassador of Korea to Serbia

tural events on Korean food and movies. I hope that the events that our Embassy prepares will provide an excellent opportunity to Serbian people to entertain themselves, taste the true features of Korean culture and discover more about Korea.

Recently, how much progress has been made in the bilateral relations between our two countries? What challenges do these relationships face?

I think that bilateral relations between Korea and Serbia have recently made great progress, especially in the economic field. Currently, seven Korean companies have entered the Serbian market, including Yura and Kyungshin Cable, which produce automotive parts, and also Hankook Tire. The economic activities of these companies have led to the creation of more than 8,000 jobs in various cities, contributing to the local economic development of Serbia.

While I firmly believe that there is a high potential for further economic cooperation, some Korean business people are not aware of the huge business opportunity that they can have in Serbia,

mainly due to the lack of knowledge about Serbia and the West Balkan region in general.

Hence, it is one of my main mandates, as Ambassador, to make my colleagues in Korea know about Serbia and seek economic cooperation with their Serbian counterparts.

How do you evaluate economic cooperation? Is there progress, and in which economic areas do you see the possibility for future cooperation?

As I mentioned above, I believe that bilateral relations in the economic field have made great progress and have more potential for further cooperation. The benefits from bilateral economic cooperation are enormous, thanks to the highly complementary economic structure of our two countries. As a strategic foothold connecting the West and the East, Serbia provides an excellent investment environment to Korean investors. And if the valuable

and diverse knowledge that Korea has accumulated during its economic development can be shared with Serbia, the quality of life of the Serbian people will be enhanced. This is why I firmly believe that economic cooperation between the two countries will provide us with more advantages and opportunities.

Among various fields, I think that the ICT field has a lot of potential for cooperation in the future. Various cooperation projects in this sector have already been accomplished. Last July, the second Korea-Serbia Information Access Center opened in Nis after the first Center in Belgrade, which was inaugurated in 2017. The Information Access Center is Korea’s representative cooperation project in the ICT sector aiming at improving information accessibility and thereby enhancing the quality of life of the citizens. In addition, Knowledge Sharing Programs (KSPs) in ICT fields are being carried out successfully, too. Last year, the Korean

Development Institute, in cooperation with the Ministry of Public Administration and Local Self Government of Serbia, prepared a master plan for the development of smart cities in Serbia. The preparations for the Program of Smart City Development have been implemented this year in the City of Novi Sad as an ICT Hub of Serbia.

In addition, our Embassy is regularly organizing, together with KOTRA (Korea Trade-Investment Promotion Agency), business forums and export road shows in Serbia. KOTRA is also hosting several events in Korea in which many Serbian business partners participate.

Hereby, I would like to emphasize that Korea and Serbia are working hard to strengthen bilateral economic cooperation institutionally and systematically. Last April, the two governments reached a tentative deal to sign a bilateral investment treaty aimed at promoting mutual investments. Further efforts to build more free environment for trade and investment. I believe that legal frameworks for better economic relationships will certainly contribute to an increase in the

AS

A CENTRAL COUNTRY IN THE BALKAN REGION, SERBIA IS OF IMPORTANCE TO KOREAN INVESTORS

Information Access Center Opening in Nis this year

volume of trade and investment between the two countries.

Is there interest of Korean tourists in visiting Serbia, and what do you think could Serbia offer them?

I believe that in order to nurture the ties of friendship between Korea and Serbia, a formal network at the level of Governments and institutions is not enough. Our two countries must meet in the minds and hearts by enhancing people-to-people connectivity. This is why promoting tourism is one of the key areas for enhancing mutual understanding and connectivity.

I think that Serbia has a strong potential for the development of tourism. Serbia already possesses precious resources for tourism to be proud of, from modern urban surroundings like, first of all, its vibrant capital Belgrade, where the Sava weds the Danube, which has too many attractions to mention to offer, and other big cities, to impeccable pristine nature as found on the Tara Mountain, captivating meanders of Uvac, untouched Golija nature park, sunny Kopaonik Mountain massif with a famous ski resort… just to name a few. Only one hour away from Belgrade, you can see the beautiful Golubac fortress, Djerdap National Park and the Iron Gate, archaeological sites of Viminacium and Lepenski vir; or you go northwards to beautiful Vojvodina to Fruška Gora national park, Sremski Karlovci, Novi Sad, Sirmium… southwards to Topola, Ovčar-Kablar gorge… In all parts of Serbia, you can visit unique medieval monasteries and churches, like Studenica, Manasija, Žiča, spas, vineries, rivers and lakes, attend a festival throughout all year – music ones like EXIT, Guča, Nišvil, film festivals like FEST, Kustendorf, Palić Lake, art festivals like October Salon, BITEF, Dance Festival; you can enjoy well-known hospitality of Serbian people, traditional food, products, and customs in ethno villages of rural areas…I am sure that these tourism resources that Serbia has are very attractive to Korean tourists.

As COVID-19 no longer qualifies as a global emergency and travel restrictions implemented to control

the spread of the virus have been lifted, an increasing number of Korean people are traveling to other countries, including Serbia. Several Korean social media influencers have traveled to Serbia and shared their experience and information about Serbia. I can say that a favourable environment for more Korean tourists to visit Serbia is being created.

Can we expect in the near future that Belgrade and Seoul will be connected by a direct air link, and is there even a need and eco-

for World Specialised Expo 2027. As the ambassador working in Serbia on behalf of the Republic of Korea, I would like to sincerely congratulate Serbia for winning the bid to host the World Specialised Expo 2027. Expo 2027 in Serbia will serve as an opportunity to show to the world the potential for Serbia to make sustainable economic development.

Although there has been no discussion about the direct air link so far, one can safely argue that favorable conditions and envi-

you suggest any Korean dishes for us to try? Additionally, what is your opinion of Serbian cuisine?

I think that Serbian food is characterized by its diversity and richness. While I personally find Serbian meat very delicious, Serbian food consists not only of meat but also of a variety of vegetables, which certainly is good for health. Furthermore, I also find Serbian fruits such as blueberries and strawberries very tasty.

nomic justification for such an undertaking?

As a central country in the Balkan region, Serbia is of importance to Korean investors who are interested not only in the Serbian market but also in that neighboring countries such as Montenegro. Furthermore, the awareness and importance of Serbia in the international community, as well as in the Balkan region, will be heightened thanks to Serbia’s successful bid

ronment for relevant discussions may be created in the future, considering the importance of Serbia as a central country in the Balkan region and the hosting of World Specialised Expo 2027.

The popularity of Korean cuisine across the globe and its reputation as one of the most fascinating cuisines has led to the widespread recognition of kimchi and mandu (Korean dumplings) in Serbia, along with the emergence of many Korean restaurants. Can

Many Serbian dishes use pepper and hot paprika as ingredients. The spicy taste of some Serbian dishes is similar to that of Korean food. A good example is hot ajvar, which many Korean people enjoy eating. I personally like Gibanica, a Serbian home-style cheese pie.

There are of course, many Korean dishes that I would like to introduce to you, but if I have to choose one, I recommend Bulgogi (literally “fire meat”) the most. Bulgogi is a grilled dish made of thin, marinated slices of beef or pork. You can easily buy ready-made sauce at a Korean supermarket in Belgrade. Bulgogi is one of the most popular Korean dishes among foreigners visiting Korea.

EXPO 2027 IN SERBIA WILL SERVE AS AN OPPORTUNITY TO SHOW TO THE WORLD THE POTENTIAL FOR SERBIA TO MAKE SUSTAINABLE ECONOMIC DEVELOPMENT

Webtoon publishing event

The Biggest Wine Producers in the World

The “drink of gods” has been produced for thousands of years, and the fermentation of grapes and wine is one of the world’s most profitable and popular industries and funs. It is interesting that only 4 countries - France, Italy, Spain, and the United States of America—produce more than 50% of all the wine in the world, and a full 85% is produced by a small group of just 28 of the world’s 193 (+ Vatican and Palestine as the UN observers) countries. The top 10 Wine-Producing Countries in the world in 2021 in million of hectoliters

are as follows: 1. Italy, the world champion and the undisputable world’s favourite wine producer, produces 44.5, closely followed by yet another giant, Spain, with 35, and France with 34.2. The “Big Three” are all in the Mediterranean region, and it is interesting that the country that was a champion in the 50s and 60s was another Mediterranean giant –Algeria, but only before 1962. The USA comes

4th with 24.1, followed by another “newcomer” Australia with 14.2, Chile 13.4, Argentina 12.5, South Africa 10.5 (all “new stars” in the club) – and the “old star” producers of Riesling and Port are occupying places No. 9 and 10 – Germany with 8.8 and Portugal with 6.5. Surprisingly, no Greece on the list, and the superb wines coming from Georgia, Ukraine, Moldova, Romania, N. Macedonia, Serbia, Croatia, Austria, Hungary, or Russia also failed to reach the quantity needed for the Top 10.

JAPAN Akira Imamura Appointed as Japan’s New Ambassador to Serbia

The Japanese government has announced the appointment of H.E. Akira Imamura as the new ambassador of Japan to Serbia, further solidifying the longstanding diplomatic ties between the two nations. H.E. Imamura, aged 63, is no newcomer to the intricate realm of international diplomacy. Before this latest appointment, he served with distinction as Japan’s ambassador to Georgia. His extensive career has also seen him perform diplomatic roles in some of the most significant Japanese embassies globally, namely in Moscow, London, Canberra, and Ottawa. Just last year, the two nations commemorated the 140th anniversary of their friendship, reflecting on their long tradition of cooperation and mutual respect.

DR CONGO

Joseph Kalala Mulamba: DRC’s Bridge to Serbia

His Excellency Mr. Joseph Kalala Mulamba has been appointed by the Democratic Republic of Congo (DRC) as its Ambassador Extraordinary and Plenipotentiary to Serbia. Appointed by Head of State, Mr. Félix Antoine TSHISEKEDI TSHILOMBO in March 2023, Mulamba, a former key figure at the Direction Générale des Migrations (DGM) and educated at UCNW, Bangor, now aims to strengthen DRC-Serbia ties and attract Serbian investors.

CHINA

Chen Bo Concludes Tenure as China’s Ambassador to Serbia

H. E. Chen Bo, the face of Chinese diplomacy in Serbia since 2019, is concluding her tenure as the Ambassador Extraordinary and Plenipotentiary of the People’s Republic of China to Serbia. Born in January 1970, Ambassador Bo took on her role in Serbia in February 2019. Prior to her posting in Serbia, Ambassador Bo showcased her diplomatic prowess in Bosnia & Herzegovina, where she held the position of ambassador from 2015 to 2018. In recognition of her dedicated service and contributions, Chen Bo was conferred the Order of the Flag of the Republic Srpska with a gold wreath ribbon, an esteemed award symbolizing appreciation and respect for her diplomatic efforts.

BOSNIA AND HERZEGOVINA Bosnia and Herzegovina Appoints H. E. Aleksandar Vranješ as New Ambassador to Serbia

In a move signaling a continued commitment to strengthening ties between neighboring nations, Bosnia and Herzegovina has appointed H. E. Aleksandar Vranješ as its new ambassador to the Republic of Serbia. Vranješ is no novice to the intricacies of diplomacy. Before stepping into the Serbian ambassadorial role, he notably started his diplomatic journey as the ambassador of Bosnia and Herzegovina to Croatia. Both nations have expressed a mutual commitment to sustaining and deepening the political dialogue. This appointment is yet another testament to the region’s dedication to unity and progressive political relations.

PALESTINE Palestinian Diplomat Appointed Ambassador to Serbia

Veteran Palestinian diplomat Muhammed elNamur has been appointed as the new Palestinian ambassador to Serbia. He has over 30 years of experience serving in Palestinian missions across Europe and the Middle East. He has since helped open several Palestinian embassies around the world. As ambassador in Belgrade, el-Namur will aim to boost ties between Serbia and Palestine. He will discuss areas in which cooperation can be strengthened, such as tourism and sports.

DEPARTURES

UNITED ARAB EMIRATES

Bidding Adieu to UAE’s Ambassador Al Dhaheri

H. E. Mr. Mubarak Saeed Burshaid Al Dhaheri was born on May 18, 1970, Al Dhaheri is a father of five with advanced degrees from Strayer University, USA, and the National Defense College in Abu Dhabi.

Al Dhaheri’s distinguished career includes roles as Advisor to Abu Dhabi’s Executive Affairs Authority and Under Secretary of the UAE’s Ministry of Labor. He has also been prominent in many crucial conferences across the Gulf and Arab nations.

INDIA A Farewell Salute to Sanjiv Kohli

As Sanjiv Kohli concludes his term, we look back at the journey of this electronics engineer-turned-diplomat. Joining the Indian Foreign Service in 1988 after roles in the industry and Indian Railways, he served in pivotal missions from Kuwait to Russia. As India’s High Commissioner to New Zealand and Tanzania, he left indelible marks of his stewardship. Fluent in languages like Hindi, Punjabi, Arabic, and English, Kohli’s personal life is enriched by his spouse, Dr. Ruma Kohli, and their three children. As he bids adieu, his legacy of fortifying Indo-Serbian ties shines bright.

© BETAFOTO / Amir Hamzagić

14 JULY 2023

Over 1.000 Guests at the French Bastille Day Reception

July 14, 2023, marks France’s national holiday, known as Bastille Day. The day commemorates the Storming of the Bastille. In Belgrade, the French Embassy organized several events to celebrate the occasion. The day began with a wreath-laying ceremony at 10 am at the Monument of Gratitude to France on Kalemegdan. The ceremony was attended by Ana Brnabić, Prime Minister of Serbia, representatives from the Serbian Ministry of Defense, the Ministry for Labour, Employment, Veterans and Social Affairs, and the City of Belgrade. French Ambassador H. E. Pierre Cochard presented the Legion of Honor award to Colonel Pierre Desjeux, the Defense Attaché at the French Embassy in Serbia. Later in the evening, the French Embassy hosted its traditional Bastille Day reception at the ambassador’s residence, with over 1000 guests in attendance. The evening reception featured French cuisine, wine, and music in a festive atmosphere. The Bastille Day celebrations showcase the continuing vibrant ties between France and Serbia.

14 JULY 2023

Egypt National Day Celebrated in Belgrade

The Embassy of Egypt to Serbia hosted a reception on Wednesday, July 12, 2023, to celebrate the National Day of the Arab Republic of Egypt. The reception was held at the Crowne Plaza Hotel in Belgrade and was attended by Prime Minister Ana Brnabić, senior state officials, representatives of the Serbian government, religious communities, and the diplomatic corps. H.E. Mr. Bassel Salah, along with Madam Maha Baraka, orchestrated an event that encapsulated the spirit of the Egyptian people – resolute, festive, and welcoming. As hosts, they underscored the shared bonds and reciprocal respect between Serbia and Egypt, strengthening the diplomatic ties that bind the two nations. The reception was a vivid illustration of the bilateral relations between Egypt and Serbia, celebrated in the heart of Belgrade. With an assortment of diverse guests and the cultural exchange that unfolded, the event reflected the mutual appreciation between the two nations and marked another milestone in their long-standing diplomatic journey.

Democracy Triumphs – July 15th Commemorative Event Celebrates Turkish Resilience

A special event titled “July 15: Türkiye’s Victory of Democracy” was held at the Hilton Belgrade Hotel this past weekend, gathering esteemed academics, policy-makers, and thought leaders from both Türkiye and Serbia. The occasion was marked by enriching dialogues and reflections, as the assembled guests paid tribute to the resilience of Turkish democracy. The Turkish Embassy in Belgrade organized the event in coordination with the Directorate of Communications of the Republic of Türkiye on Saturday, July 15, 2023. It aimed to commemorate the historical significance of this date and underscore Türkiye’s commitment to the principles of democracy. The event began with the opening remarks delivered via a video message from Prof. Fahrettin

Altun, the Communications Director for the Presidency of the Republic of Türkiye. Prof. Altun offered sharp insights into the current state of Turkish democracy and shared his visions for the future. Following him, H.E. Hami Aksoy, the Ambassador of the Republic of Türkiye, took the stage to address the audience. The speakers reflected on the harrowing events of July 15, 2016, when factions within the Turkish military attempted to overthrow the government. They also discussed the implications for Turkish democracy and stability in the years since. The event was a potent reminder of the strength and resilience of democracy, especially as experienced and championed by Türkiye.

17 JULY 2023

Similarities Between Belgrade and Madrid at the Exhibition Applied Nostalgia

The photo exhibition “Applied Nostalgia: Belgrade – Madrid” was opened at the Institut Cervantes in Belgrade. The exhibition consists of 40 photographs by two photographers – one from Serbia and the other from Spain which best illustrates everything that brings Belgrade and Madrid closer together. Zoran Ilić, a photographer from Serbia, stayed in Madrid for seven days and photographed places and people that reminded him of Belgrade. “I felt very nice and safe in Madrid. There are

many similarities between the Serbian and Spanish people, and you can see it very well in the photos – we have a similar spirit, and we are pleasant and hospitable”, emphasized Ilić. At the same time, a photographer from Spain, Virgilio Hernando Vañó, visited Belgrade and photographed the city and its inhabitants, who reminded him of Madrid. “The people in Serbia and Belgrade are extremely friendly. I didn’t manage to understand a single word in Belgrade, but I can still say – Belgrade, I love you”, he said to Vanjo. The photographs taken by Virgilio and Zoran make up the Applied Nostalgia exhibition, which will be open until September 3. The Applied Nostalgia Belgrade – Madrid exhibition is organized by the Ministry for European Integration, in cooperation with the Embassy of the Kingdom of Spain and the Cervantes Institute.

21

Libya-Serbia Friendship Fair Opens in Belgrade

On Tuesday, July 18th, the first Libyan-Serbian Fair of Friendship and Libyan Products opened at the Galerija Shopping Center in Belgrade. The fair aims to promote stronger economic and cultural ties between Libya and Serbia. The opening ceremony was attended by H. E. Mohamed O. A. Ghalboun, Ambassador of Libya to Serbia, as well as senior Serbian government officials, religious leaders, and members of the diplomatic community in Belgrade. In his opening remarks, Ambas-

sador Ghalboun emphasized the importance of the growing friendship between the Libyan and Serbian peoples. He expressed hope that the fair would lead to increased bilateral trade and investment. The Libyan Export Promotion Center organized the fair to showcase high-quality Libyan products, from foodstuffs to handicrafts. Over 50 Libyan companies are represented in the exhibition hall. Both Libya and Serbia see potential for growth in areas like agriculture, pharmaceuticals, energy, and infrastructure development. This Friendship Fair represents an important step in realizing this potential. The Libyan-Serbian Fair of Friendship and Libyan Products will remain open to the public until July 25th at the Galerija Shopping Center.

02 AUGUST 2023

Swiss Embassy in Serbia Marks National Day – A Celebration of Unity and Diplomacy

The Embassy of Switzerland in Serbia recently marked the National Day of the Swiss Confederation 2023, celebrating the 732nd anniversary of the birth of the Swiss Confederation, a union that dates back more than seven centuries. The historic event was marked with a grand reception that mirrored the strength and unity built-in into Swiss identity. Presided over by H.E. Urs Schmid, the Ambassador of Switzerland in Serbia, the ceremony celebrated the signing of the alliance by the first three Swiss cantons – an event that established a nation grounded in common interests and shared values. To this day, the spirit of that initial pact remains at the core of Switzerland’s identity, underlining the principle that they are indeed stronger together. The grand event attracted representatives from various societal and political spheres. In attendance were members of the Serbian Government, representatives of the Orthodox and Catholic Church in Serbia, foreign diplomatic missions in Serbia, as well as distinguished figures from the Swiss and Serbian business communities, media, and cultural sectors. H.E. Mr. Urs Schmid, in his capacity as Ambassador, addressed the attendees during the official segment of the reception.

02 AUGUST 2023

Moroccans and Guests Celebrated the 24th Anniversary of the Enthronement of King Mohammed VI

The Embassy of the Kingdom of Morocco in Serbia held a distinguished reception to celebrate the 24th anniversary of the enthronement of His Majesty King Mohammed VI. he ceremony, hosted by H.E. Mr. Mohammed Amine Belhaj, the Moroccan Ambassador to Serbia, symbolized the enduring bond between Morocco and Serbia. In his heartening speech, Mr. Belhaj welcomed the gathered dignitaries and guests, including Jelena Begovic, Minister of Science, Technological Development and Innovation. The ambassador took the opportunity to outline the core principles of the kingdom, such as national unity, territorial integrity, and identity unity, reiterating the King’s role as the guarantor of these values. Mr. Belhaj also noted the occasion as an opportunity to review Morocco’s significant strides and future challenges. Under the monarch’s enlightened leadership, the kingdom has taken several initiatives aimed at enhancing sovereignty in crucial sectors like food, energy, and health. Moreover, to create a more favorable environment for foreign investors, a new investment charter has been put in place, establishing Morocco as a prime investment destination. Speaking of the thriving relations between the Kingdom of Morocco and the Republic of Serbia, Mr. Belhaj highlighted the two nations’ mutual respect and convergence of views on various subjects. He commended Serbia’s support of Morocco’s territorial integrity, condemning secessionism and separatism. Looking ahead, the ambassador mentioned the third joint economic commission and the first business forum scheduled to take place in Belgrade later this year. The events aim to translate excellent political relations into economic opportunities for the mutual benefit of both nations. The National Day of the Kingdom of Morocco thus not only celebrated the kingdom’s progress but also hailed the growing bond between Morocco and Serbia, with Ambassador Belhaj concluding his speech with a heartfelt toast to the enduring Moroccan-Serbian friendship.

15 AUGUST 2023 Celebration of the Independence Day of India

Embassy of India in Belgrade celebrated the 77th Independence Day of India on Tuesday 15 August 2023 in the Chancery premises. Cd’A a.i. Mr. Sandeep Kumar hoisted the national flag and read out the Hon’ble President’s address to the Nation. Since the last two years, the Embassy has organized a series of events to showcase India’s rich cultural heritage and its glorious history, as part of the celebrations under Azadi ka Amrit Mahotsav. Azadi Ka Amrit Mahotsav is a nationwide and people centric initiative to commemorate 75th anniversary of India’s Independence and the glorious history of its people, culture and achievements. On this occasion, the Embassy also organised an exhibition on Indian Freedom fighters and Indian handicraft items. Video screenings on the villages of India and its rich cultural & artistic traditions under “MERA GAON MERI DHAROHAR” campaign was also organized in the Embassy. The ceremony was attended by about 100 guests comprising Indian nationals, PIOs, and friends of India in Serbia.

ABOUT THE SERIAL

This serial is based on the intriguing book “Diplomacy at the Table,” written by the Croatian diplomat Hidajet Biščević, who reviewed and edited the original manuscript and selected the most interesting records, especially for our magazine.

As of this issue, you will read many interesting stories from real diplomacy that were told at the tables brimming with interesting food and surrounded by even more interesting politicians and diplomats from around the world.

His Excellency, Mr. Biščević, is the ambassador of the Republic of Croatia to Serbia. He lives with his family in Belgrade.

FOURTH CHAPTER

Bosnia in Buzara Sauce...

“Hey, you like to cook. You’re always spinning some recipes”, said Ico.

He came unexpectedly and sounded like he couldn’t wait to see me. Ico, Ismet, a good man, my landlord in Sarajevo, one of those people in Bosnia who remained nice and kind even after all the suffering they went through.

“Okay, but why did he start by mentioning cooking and recipes?”, I wondered. Usually, we would drink brandy or beer, and it hardly took five sips to get to politics. But, indeed, we never got into much details or comments over food and recipes. That’s why he surprised me. And indeed, he did not waste time. “You know that recipe about Bosnian lamb with octopus?” he asked, laughing out loud.

“Lamb with octopus? You must be kidding,” I waved it off.

But he insisted… listen, I’ll tell you how it is prepared, just be patient, listen. And he got down to teach me…. you see, you start by cleaning the octopus, and put it to boil, for at least two hours, whilst you also boil peeled potatoes, cut into large pieces, separately. Mean-

while, in another bowl, you cook the lamb with all the vegetables and spices you could think of. As he was talking, he kept laughing whilst I couldn’t help thinking that he was up to some trick, a trap. But he went on… when the octopus is done, take it off the heat, take out the potatoes, put the octopus aside, discard the water, take out the lamb, and serve it with boiled vegetables and potatoes at the large table in the corner of the garden, under the shade...

“Okay, but what with the octopus?”, I jumped into the trap.

Ah, octopus…yes, you chop the octopus into pieces, then throw it to the corner of the yard, to cats, dogs, and, most important, to the flies…so you can enjoy your lamb in peace, without the flies’ attacks. And, of course, don’t forget rakija and cold beer!

Stupid me, a fool!

Nice man from Bosnia, wasn’t he? Bosnian lamb with octopus!

After we had a few rounds of laughs, Ico left. And I was left with a strange feeling that there was so much of a broader met-

aphor about Bosnia in that impossible recipe. You add this or that, let it simmer, take away, mix, combine the incompatible, discard anything that disturbs or interferes, learn to deal with the nagging flies, don’t get annoyed if you want to survive, manage the contradictions…Ico, you devil, where did you come up with this one?

Ico went, with his recipe comment of the then ongoing peace negotiations and I immediately remembered another dish that, in its way, also told the story of this country.

It’s a simple one - mussels in Dalmatian buzara sauce. On that occasion we tasted it in Dubrovnik, hosting the US Vice President Cheney. It was the first major American visit ahead of the crucial decisions on our NATO membership, a kind of fact-finding visit and direct personal assessment ahead of the invitation to the White House, which would follow a little later. Cheney was sitting, a bowl of mussels in buzara sauce in front of him, the smell reaching the sky, the walls of Dubrovnik under the night lights as if in the palm of your hand...idyll, pure idyll! Except that Cheney was interested in Bosnia, that in-

...Cheney with “briefly please,” and Paddy with a napkin

explicable country. He leaned on his elbows, stuck his head over half of the table that was narrow anyway, looked at us over that large buzara bowl, and then focused right on the Prime Minister: “Come on, please, could you briefly explain that Bosnia?”. Jesus, briefly?

In his right hand, Chaney unwraps and stirs the served mussels, they fall and turn over, over each other, they mix and separate, the membranes crackle, a colorful mosaic of black, white, smooth, rough shells formed a messy pile…Bosnia, the metaphor again. But Cheney was waiting, persisting…Bosnia, briefly, please! In no time it seemed that it would be enough to simply point to that bowl, to that messy pile…what maps, what history, what analyses! Dear Dick, there is Bosnia, right on your plate.

The Prime Minister starts simply, in basic terms. He knows that Cheney watches the entire globe from satellite heights, the entire world is his battlefield, the entire globe, so how would he ever know the details of situations in Zenica or Mostar or Bihac. But, alas, Bosnia is not an easy geometry, Bosnia is not something that you will master in three minutes, it is not a plate of clear soup, it is a bowl of mus-

sels in buzara sauce, Mr. Vice President, it is a labyrinth, the deeper you go, the more you get lost. The more our Prime Minister tried, the less it becomes clear to the American Vice President. Then, suddenly, as if he remembered that he is standing on top of the world, he doesn’t need to know all these riddles and puzzles of Bosnia, his head is in Iraq anyway, and some Shias and Sunnis are fighting against each other, so Chaney, suddenly, unexpectedly asked, in a somewhat mild tone, as if apologizing: “And tell me, these Bosnian Muslims, are they Shia or Sunni?”

Dear God, whichever! There was the Prime Minister, struggling to explain all the layers and dimensions, all the nooks and crannies of Bosnia, and there was this Vice President, as if sitting on the flying carpet over the entire Islamic world, thinking that this Shia and Sunni distinction is the most important thing in Bosnia!

On both sides of the table, heads turn to each other, in complete silence. How and why, I don’t remember, but all of a sudden, I heard my voice: “Mr. Vice President, most of them are Sunnis ... but, until the war broke out, until they were attacked, they hardly knew they were Muslims!”. The laughter relieves.

President Bush’s foreign policy adviser, Tom, taps my knee under the table: “Listen, for this answer you have free seven days on my ranch in Texas, whenever you’d want! This clarified everything!”. I should have told him that I’ll bring Bosnian lamb with an octopus with me to that Texas ranch!

Not much later after that Dubrovnik night, on another occasion, I remembered that “final solution” formula that never solved anything, but prolonged conflicts or stagnant agonies – it was the time when all the media in Europe were recycling the story made public by Paddy Ashdown, the then High Commissioner in Bosnia, whereby he allegedly witnessed that President Tudjman, at one of their lunches, draw a line through the center of Bosnia and allegedly proclaimed that this kind of division could be a final solution. The affair became known as “Tudjman’s napkin”. I never believed in this story, although I knew that there were indeed dividing lines, from the Baltic to the Adriatic, dividing lines among peoples and religions, dividing lines between identities, cultures, etc., etc. But, drawing on napkins, drawing the lines of division…. that would be far below the level of Tudjman’s skills.

Anyway, Ashdown called to seek a meeting in Zagreb. After the conversation in the Ministry, we went for lunch. I asked him how things really are in Bosnia, he is now the High Commissioner, and he is now at the very source of “things” ... Paddy starts to explain, from the broad, overall picture to the details, and there he was, within minutes, in the labyrinth and gaps, like then the Prime Minister with Cheney. Good God, if Cheney would have listened to Paddy…well, he surely would have fired him!

And, when he had already sunk into Bosnia’s buzara, I chose to “suddenly” ask Paddy how he would organize Bosnia?! Directly. And Paddy grabs the bait…well, it could be this way, and it could be that way, and this entity, and the cantons and districts, he draws with the edge of the knife on the table cloth, the patterns go one over the other. At that moment, I noticed that they were bringing a bowl of mussels in buzara sauce, a warm appetizer, and I noticed two waiters approaching me and Paddy from behind, with a large white napkin, to save our shirts from buzara sauce accidents.

But Paddy is in Bosnia, and he doesn’t notice the chin napkins, he is still drawing “the final solution” patterns with the edge of his knife. I suddenly said, loudly: “Paddy, I’m sorry, but we have nothing to do with this provocation. Look, please, see what these waiters tried to do, they read newspapers obviously, and they want to set you up… see, you started with Tudjman and that alleged small napkin and his alleged drawings and now they have given you a huge napkin, half a square, it must be some kind of provocation, I’ll have to look into it later!”.

The High Representative suddenly became agitated, stiffened, and then burst into laughter. “No one has ever turned me on like this,” he admitted in the end. Just like Ico turned me on with his comment about the peace process.

Bosnian lamb with an octopus! Mussels in Bosnia’s buzara sauce! Oh, come on!

It’s a Big Victory, But the Fight Continues

People in need are left to suffer and potentially die because they do not have access to specialist medicines

by Harry Markham/Scoop.me

South Africa will soon begin production of the groundbreaking HIV-prevention drug, long-acting cabotegravir (CAB-LA), finally making the life-saving treatment affordable within the African continent. The treatment, which must be injected every two months, almost entirely eliminates the risk of becoming infected by HIV through sex. This development is expected to help millions of people at risk within Africa.

Following a collaborative agreement between the developers of CAB-LA, ViiV Healthcare, and the United Nations-backed Medicine Patent Pool (MPP), an HIV-preventative will be produced in South Africa for the first time.

This has great implications for Africa as a whole, with an affordable solution to a problem that has long been a source of pain for the continent.

A patent-free, highly effective HIV-prevention drug

A branded version does exist, and in the USA just one injection costs $3,500. But thanks to this new agreement which was announced in March 2023, a generic version of the drug can finally be produced. A generic drug is a pharmaceutical drug that contains the same chemical substance as a drug that was

originally protected by chemical patents. This is important as it drastically cuts the cost involved for governments looking to obtain the treatment for their populations. While there are already free of cost HIV-prevention drugs available across much of Africa, they must be taken daily and are not as effective as the long-lasting cabotegravir injection, which must only be taken every two months. The drug almost entirely eliminates the risk of becoming infected by HIV through sex.

It is rare for medicine to be produced within Africa, despite certain drugs such as HIV-pre-

ventatives being in higher demand there than anywhere else. In fact, only 38 countries across the world have any drug manufacturers, and even less than that actually develop new drugs. The new availability of this highly effective drug is expected to help millions of Africans who are currently at risk of HIV infection.

Cooperation on producing generic drugs saves lives

The company which will produce the drug, an Indian group called Cipla, received permission to do so back in March through an agreement between its developers and the United Nations-supported MPP. The MPP state that:

“Our mission is to increase access to, and facilitate the development of, life-saving medicines

for LMICs. We do this through an innovative approach to voluntary licensing and patent pooling.”

To achieve this goal, they work hand in hand with civil society, international organisations, industry, patient groups and governments. Between 2012 and 2021, through partnerships with 18 patent holders and 56 generic manufacturers, they provided 26.91 billion doses of treatment, saving at least 18,000 lives.

The work of groups such as the MPP is essential to ensuring that low-income nations can give essential and life-saving care to their populations. Often, people in need are left to suffer and potentially die because they do not have access to specialist medicines. The developers of the medicines themselves are usually guilty of financial gatekeeping, driving for profit as opposed to producing medicine for the common good.

The gatekeeping of essential and lifesaving drugs by pharmaceutical companies has long been a problem. This problem really came to attention during the COVID pandemic, when rich nations were able to buy up billions of doses of the vaccine – more than they needed – while low-income nations were left to suffer.

Allowing Cipla to produce the vital drug in South Africa is a big first step, but there is still a lot more that could be achieved through further cooperation with drug producers. Firstly, allowing more companies to produce the same drug will improve availability and help to negate future shortages, as long as the companies which receive access to the knowledge are ready to produce in the quantities required. In addition to this, increased competition means lower prices. The US based Food and Drug Administration showed in one report that products with six or more generic producers were on average 95% cheaper than when only a single branded option was available.

Regardless of the imperfect situation, the ability to produce a generic version of CAB-LA in South Africa will save countless lives and is a victory in the ongoing struggle to make lifesaving drugs available to all in need.

Portugal Launches a 4-day Week Field Trial

by: Kathrin Glösel / Kontrast.at

during the test to determine the economic, social and environmental impact of the four-day week.

“The future belongs to those who can attract the best workforce”

Last week sees the launch of a pilot trial of the 4-day week in Portugal. Thirty-nine companies are taking part, including 12 that have previous experience with shorter working hours. The aim of the project is to measure the impact of the 4-day week on employees’ physical and mental health, as well as the economic impact on companies.

The companies have committed to reducing weekly working hours while maintaining full pay. Specifically, the 100-80-100 model will be used: Employees receive 100% of pay if they work 80% of

organization 4-Day-Week-Global, which is contributing its expertise and supporting implementation.

Companies from production, trade, research – including daycare center and nursing home

The participating companies come from various industries. They include companies from the manufacturing sector, the retail trade and non-profit organizations. A daycare center, a nursing home, a research and development center and a stem cell bank are also part of the pilot project.

“So much has chan-ged in society in the last 30 years: the technology we use, the speed at which we communicate, the types of jobs we do, the length of our lives or the role of women in society. But we still organize work in exactly the same way. We believe that the four-day week is a more efficient and sustainable way to organize work in the 21st century, and that it brings mutual benefits for workers, companies and the economy,” the project’s coordinators, Dr. Pedro Gomes and Dr. Rita Fontinha, explain the field trial.

the time and perform 100% of the time in return. Companies have volunteered for the program without receiving financial compensation. They can also reverse the measure at any time if they wish.

Participation was open to all private companies in Portugal. The project is now being carried out in collaboration with the non-profit

The main reasons for participating were to reduce stress and burnout risks among employees and improve employee retention. The project is coordinated and supervised by Dr. Pedro Gomes, professor of economics, and Dr. Rita

Fontinha, professor of strategic management. They will follow the companies’ experiences

“Portugal is taking another step into the future of work. The fourday workweek pilot project is based on the premise that worklife balance is crucial to attracting employees and improving productivity and innovation. The best companies are those that guarantee to provide space for talent and fulfillment for workers. This is just the beginning – a promising start – of one of the many changes we are implementing in the labor market of a country that has historically high employment levels and strives to attract and retain talent. The future belongs to those who can attract the best workers with strong skills and higher levels of satisfaction in a globally competitive marketplace where talent and people are the best resources.”

The future belongs to those who can attract the best workforce

EMPLOYEES RECEIVE 100% OF PAY IF THEY WORK 80% OF THE TIME AND PERFORM 100% OF THE TIME IN RETURN

Money Has Become More Expensive

RADOJKA NIKOLIĆ Editor-in-chief of Biznis magazine and Ekonometar

We spoke with Radojka Nikolić, editor-in-chief of Biznis magazine and Ekonometar, about the subject of inflation as a current global phenomenon and its peculiarities in Serbia.

We have to start with inflation. It seems that the situation has been out of control for quite some time now.

Inflation has been the biggest global problem for two years now and we know how it came about - massive financial aid was disbursed to citizens and businesses in 2020 to help them overcome the pandemic, then broken supply chains in 2021, which brought about disrupted supply and demand, and finally, the Russian-Ukrainian conflict in early 2022 that caused a crisis in the energy and food supply. All these circumstances directly affected the amount of money that was in circulation and the global inflation that almost the entire world was facing. The fight against inflation started when the American FED and the European Central Bank raised their interest rates and for now, it is yielding results because inflation is decreasing in both Europe and the USA. But at the same time, the inflation has resulted in reduced produc-

Raising benchmark interest rates is a logical consequence of the intention to reduce the amount of money in circulation and, thus, inflation

ECONOMIC INDICATORS ARE LIKE FACTS - YOU CAN USE THEM AS YOU SEE FIT

tion, because both corporate and retail loans have become more expensive. This is why the fight against inflation has been lasting for such a long time. We need to be persistent in lowering prices, but not stopping economic activity, i.e. avoiding a recession. That is why elastic adjustments are needed, a little tightening here, then a little loosening here so as not to stifle the economy and reduce the population’s purchasing power.

Serbia is one of the European countries with the highest price growth. Why is that so?

Yes, Serbia is one of the countries with the highest price growth in our region, because in June, for example, inflation was 13.7%, while, at the same time, inflation in the European Union in the same month dropped to 6.3%. Serbia has two problems. The first is that in 2023 and 2024, it has to increase the prices of energy sources - electricity and natural gas - as per the agreement with the IMF and that price increase is incorporated into all other prices. Another problem is that there are high retail margins, especially in the food sector, and that the agri-food sector is very dependent on weather conditions, which also determine food prices. Food and energy prices in Serbia have the greatest impact on inflation, which is still high, as it is in double digits.

EU countries have recorded very significant and even surprising declines in inflation in the past year. For example, in July of last year, Estonia had inflation of 23.2% and in July, it was reduced to 6.3%. Or, Greece, for instance, had inflation of 11.3% a year ago and only 3.4% in July of this year, Spain, which reduced inflation from 10.7% in July last year to only 2.1% this year, Slovenia, which curbed its inflation from 11.7% in July last year to 5.7% this July, and so on. We must also mention neighbouring Bulgaria, which decreased its inflation from last year’s July 17% to the current 8.7%. But, there is one neighbouring country, which is an EU member, which is infamous for its inflation just like Serbia and that is Hungary, which has had double-digit inflation for more than a year. In June 2023, it was 19.9%, and in July 17.6%. It’s bad

for both countries to have such high inflation, but our economic authorities have promised that we will have single-digit inflation by year-end. It remains to be seen.

Why are economic indicators interpreted in so many different ways and adapted to the needs of the person speaking about them? The government has its data which show that everything has been going great while the political parties in opposition dispose of disastrous data.

Economic indicators are like facts - you can use them as you see fit. You can take only the part that proves your point, and skip everything that doesn’t work for you in favour of what you want to prove. You can take only a piece, one month or one week for instance, which, for example, shows that a certain parameter has gone up, which, in turn, proves that there is economic growth. Or to take the moment when the state budget is brimming with the revenue from VAT and excise tax collection, because these are the main revenue sources that fill the budget, so you

ter life and have been constantly leading the people towards it, last much longer.

Loans are becoming increasingly expensive. How much will this affect the growth or decline of the economy? This is best evidenced in the domestic real estate market, which is almost paralyzed due to more expensive loans. What is the situation with the business sector that is crying out for capital?

Yes, loans have become more expensive and they will be even more expensive next year because the European Central Bank’s benchmark interest rate will go up. It surpassed four percent in late July. Bear in mind that eight or nine years ago, Euribor was in the negative zone. The National Bank of Serbia’s benchmark interest rate stood at 6.5 percent in July 2023, while only two and a half years ago, in January 2021, it was one percent.

Such an increase in the benchmark interest rate, that is the interest rate at which banks trade with each other, naturally raises

Euribor goes up. Although that is a burden for the debtors, because they have to pay more money for their loan instalments, it fills the banks’ coffers. Today, banks have more money than ever.

However, since it is not good for banks just to “sit on money”, but rather use it, this will force the bankers to lower interest rates in the coming period. You just have to wait. It happened in the past, so we will soon see a similar situation in our country too. Bankers worry when they are full of money, just as they worry when they have very little money.

Are you optimistic about the economic situation in Serbia this year? Is there anything encouraging to look forward to?

can say that you have a budget surplus. The public does not know that the state has not fulfilled its obligations towards the budget beneficiaries to whom it owes money and that there will be no surplus when all those owed by the state are paid. The only thing that the public hears is that there is enough money in the budget! By saying so, politicians achieve their goal - to show the public that they are successfully managing the economy and the state, which, by the way, is the dream of all politicians and their main occupation. Of course, they also want to stay in power as long as possible. If they show both sides of the coin, i.e. the good but also the bad sides of certain facts, maybe people will remember only the bad and that does not go in politicians’ favour. That’s how it was and will be. Politicians who pointed out the dangers lasted a short time and those who have been promising a bet-

overall interest rates. All the more so, as bank costs, fees and interest rates are added to that in accordance with the interest policy of each bank. Raising benchmark interest rates is a logical consequence of the intention to reduce the amount of money in circulation and thus inflation. As far as businesses are concerned, whoever needs money for development will have no problem getting it, if they are solvent. It’s just that money has become more expensive, as have the products manufactured by the business sector. It’s a closed circle. As for the banks, especially those that operate in Serbia, they will certainly not falter. The first six-month report for this year proves that - the net income from fees and interest rates of some banks jumped up to 80%. Namely, about 90 percent of loans in Serbia have a currency clause, which means that the loan instalment in Dinars increases as

Of course, there is! The current crisis will not be too drastic for the Serbian economy. We have had worse days, but let’s not dwell on the recent and distant past. Of the positive things, there is certainly the circumstance that in 2023, we will achieve economic growth of two to three percent, which is better than being in a recession or having a negative balance. However, our main problem is that we cannot achieve high economic growth for a long period of time, which is necessary for Serbia to join the economically developed European countries. For example, it would be good if Serbia could sustain annual economic growth rates of seven percent for a decade. That would be a solution for Serbia and that is not even in sight yet. In late April this year, when I asked the director of the World Bank office in Belgrade, Nicola Pontara, when would Serbia bridge the gap with the developed European countries if annual economic growth rates are around 3 percent, he answered that, in that case, Serbia would reach the European level in 2070, i.e. have a living standard that is closer to that of the EU Member States. “If that growth doubles and amounts to 5% to 6% annually, then bridging the gap with the living standard in the EU would be possible even earlier, in 2040”, said Mr Pontara. I’m sure the World Bank has good approximations, but that doesn’t mean we should stop being optimistic.

LOANS HAVE BECOME MORE EXPENSIVE AND THEY WILL BE EVEN MORE EXPENSIVE NEXT YEAR

by Ivan Nikolić, an Economics

MACROECONOMIC ANALYSIS AND TRENDS

Positive Effects of the EXPO 2027 International Exhibition

In cooperation with the Economics Institute and the Chamber of Commerce and Industry of Serbia, Diplomacy&Commerce magazine publishes MAT Brief, an excerpt from the Macroeconomic Analysis and Trends newsletter. In addition to articles from The Economist magazine, the new MAT Brief will round off our offer of top-quality economy-related articles and analyses essential for the operations of every large company, which will assist top managers with making the right decisions for their company and employees.

There is no doubt that the multiplied impact of the economic effects of EXPO 2027 on Serbia will be outstandingly positive

In May, industrial production recorded a year-on-year growth of 1.5%. In the last four months, the year-on-year growth of total industrial production is contributed exclusively by the electricity production. However, the above stimulus source to overall industrial production

has been exhausted. In foreign trade, the data show a reduction in dynamics, with the fact that,

unlike exports, which continue to grow, imports are falling, which has a favorable effect on the

THREE MILLION PEOPLE FROM 120 COUNTRIES ARE EXPECTED TO VISIT THE SPECIALIZED INTERNATIONAL EXHIBITION EXPO 2027

deficit narrowing. Lower energy imports had the most substantial impact on the decline in total merchandise imports. The deficit of the current account of the balance of payments in JanuaryApril is insignificant, only 20.5 million euros or by 99.0% less compared to the same period of

the previous year. The year-onyear slowdown continued in May, and its even more intensive reduction is expected in the coming months.

In June, Serbia was elected the host of the specialized international exhibition Expo

It is not easy to accurately determine and quantify the expected economic effects at the moment because the results of the exhibition business, apart from the immediate ones, are, as a rule, difficult to measure and poorly visible. Again, there is no doubt that their multiplied influence is formidably positive, and this is precisely the greatest effect that Serbia will get from this organization.

The effects of the organization of such a manifestation are defined as socio-economic changes that occur as a result of activities in the field of the exhibition industry. However, the positive effects do not emerge exclusively under the influence of the undertakings that will take place under the roof of the exhibition. They also arise from other types of consumption that affect another industries directly or indirectly related to the exhibition. Therefore, the economic effects should be viewed more broadly as activities originating from sectors such as: construction, transport, tourism, catering, retail and wholesale, services for building and equipping stands, forwarding and storaging of goods, advertising and communication and the like.

by organizers, exhibitors and visitors, sale of goods and services offered in the pavilions and exhibition space and all other income generated as part of holding such an event); generating new added value; new fiscal revenues; and higher employment.

Indirect effects are generated within supporting activities, and this category implies economic changes that will occur as a consequence of consumption in other related industries. In other words, the initial spending during the EXPO will provide direct income for hospitality facilities, the tourism sector, the airport and the national airline Air Serbia, freight forwarders and sports companies, the telecommunications sector, recreational and tourist sites, etc. This category of impact includes the subsequent economic consumption of goods and services of local suppliers,

food, transportation, rent and housing and the realization of numerous other needs. Induced economic impacts, in fact, represent the re-consumption of income generated by holding the exhibition itself. These are the multiplied effects of the exhibition participants’ spending on the economy of the entire country. These effects, in fact, arise as a consequence of successive rounds of consumption, and they tend to weaken with each new turn. In the literature, induced effects are also called “Keynesian multiplier effects of consumption.”

Three million people from 120 countries are expected to visit the specialized international exhibition EXPO 2027. The total direct economic effects are estimated to exceed one billion euros.

In addition, it is good that only a minor portion of the exhibition space and pavilion will be

2027. The event will have comprehensive economic consequences, not only in terms of the immediate positive effects of the organization of this event, which will last May 15 to August 15, 2027, but also for a wide range of stakeholders who participate in the realization that will precede the event in terms of engagement of the citizen operative and that will remain as a legacy of the exhibition.

In general terms, economic effects can be broken down into: direct, indirect and induced.

Direct effects arise as a result of the immediate performance of activities and activities aimed at this exhibition realization. The presented programs, initiatives and events will attract international and domestic visitors. That’s why we mean here:

growth of income from the sale of goods and services (space rental, profit generated

which occurs precisely as a consequence of the initial activity of the exhibition.

Induced effects mean changes in economic activity that occur directly or indirectly resulting from the participants’ consumption at the exhibition and which, in a broader context, affect the local and national economy. In this sense, EXPO participants will spend their income in the local community on unrelated goods and services, such as:

repurposed after the end of the event. The rest will become a more modern exhibition space of the Belgrade Fair, which will transfer to the location of this exhibition. Therein lies the essential economic justification for the large capacities construction that would probably remain without a sufficient number of users after the end of the EXPO. At the same time, the freed space of the previous Belgrade Fair location will now be used for other residential and commercial facilities.

THE TOTAL DIRECT ECONOMIC EFFECTS ARE ESTIMATED TO EXCEED ONE BILLION EUROS

© Shutterstock

© Shutterstock / Art installation in the form of sculptures symbolizing the countries of the world / Astana, Kazakhstan, World Specialized Expo 2017

© Shutterstock

“Responsible and careful – we take care of ourselves and others” Campaign Launched

It is important to adopt a culture of responsible consumption. Serbian Chamber of Commerce and The Serbian Brewing Association, which includes the 3 largest companies on the Serbian market, today announced the start of the campaign “Responsible and careful – we take care of ourselves and others” at a formal event at the Serbian Chamber of Commerce. “ In the next stages, the support of health institutions follows.

This campaign aims to educate the young population and consumers on a long-term level about the importance of adopting a culture of responsible consumption of beer products.

In 2023, the campaign will include the education of experts – psychologists, general practitioners, and experts of various profiles, who in the next stages of the campaign will comprehensively work with the young population and consumers in the form of public events, forums in student dormitories and the like.

Nada Filipović, director of the Association of Brewers of Serbia, pointed out: “Just as we celebrate the business successes of the member companies of the Association of Brewers of Serbia, namely Heineken, Molson Coors (Apatinska brewery), Carlsberg and Sladara Souflet, we prioritize communication with our consumers about the importance of

responsible consumption. Today, more than ever, the awareness of the importance of adopting a responsible and healthier lifestyle is growing. Our industry has responded to the challenge by offering a diverse range of brewing industry products in search of that balance. As leaders in our industry, we understand our role in advocating for education and encouraging our fellow citizens to make responsible and informed decisions.”

14

Banca Intesa once again named the best bank in Serbia

Banca Intesa, a member of international banking group Intesa Sanpaolo, has won international financial magazine Euromoney award for the best bank in Serbia in 2023. The expert jury of the renowned magazine, comprising editors, journalists and researchers, selected the best banks in 100 countries across the globe as part of traditional annual contest “Awards for Excellence”, focusing on institutions that have demonstrated an

Nada Filipovic, Miroslav Lutovac, prof. dr Jelena Pejin

Photo: © Dušan Milenković

Photo: ASV Photography

Milšped Commences Construction of a New Logistics Center

Milšped has initiated construction for a new storage and business facility in Krnješevci, covering an impressive area of approximately 30,000 m2. This spacious complex will complement the existing storage capacity of over half a million square meters within the Milšped group. The new warehouse will be equipped with the most innovative technology and automated storage systems tailored for e-commerce with the potential for regional distribution of shipments. Out of the total area of the new logistics centre, 3,500 m2 will be designated for office space, while the remaining part will be allocated to storage capacities. Additionally, a planned extra area on the construction site is reserved for heavy-duty vehicle parking, providing up to 100 parking spots, including five refrigeration unit charging stations. The complex will also feature an integrated weighbridge designed for heavy cargo vehicles weighing up to 60 tons, along with a control facility.

18 AUGUST 2023

Slow Shopping: the Future Concept Presented by #VremeZa Portal and Ava Shopping Park

04 AUGUST 2023

Air Serbia and Jetblue Announce New Codeshare Agreement

Air Serbia and JetBlue have established a code-share agreement thanks to which JetBlue flights will be available to passengers of the Serbian national airline on their website. Beginning 26 July 2023, Air Serbia added “JU” airline code to 25 destinations throughout the JetBlue network, while JetBlue placed its “B6” airline code on Air Serbia-operated nonstop flights from New York’s John F. Kennedy International Airport (JFK) and Chicago’s O’Hare International Airport (ORD) to Belgrade Nikola Tesla Airport (BEG). Additionally, JetBlue plans on placing its “B6” code on other flights between Belgrade and points in Europe in the near future. “We are very pleased with the future collaboration with JetBlue and believe that this significantly enhances the travel possibilities between the United States and destinations within the Air Serbia network, especially those in the broader Balkan region,” said Jiri Marek, Chief Executive Officer of Air Serbia. “We continuously look to expand our partnerships to offer more options to our customers. Air Serbia has been a successful interline partner since 2016 and we see great potential with this new codeshare,” said Robin Hayes, Chief Executive Officer, JetBlue. “We welcome customers from Air Serbia aboard our flights, so they can experience our low fares and great service.”

At the LADIES DAY organized by the SlowLiving&Loving portal www. vremeza.com and AVA SHOPPING PARK, representatives of print and digital media experienced the concept of slow shopping with the partners of the portal who provided them with useful advice on choosing suitable clothes for yoga and sports, how to use decoration for a feng shui concept, what makeup products to use and how to prepare for a gluten-free vacation. The unique shopping of AVAnture was rounded off in the Balkan restaurant, where they welcomed us with a selection of menus for vegetarians as well as national dishes that are the signature of this restaurant. Interior in warm details and tones, tastes that provided enjoyment and perfect service, completed the beauty of this gathering and connection. “In nature, at the foot of Avala, we watched the clouds parting and laughed at how beautiful and easy it is to enjoy the beauty and believe in the power of good energy to always bring the Sun.” We took with us the catchphrase of this gathering: #TimeFor (#VremeZa) you is the best time spent,” said Aleksandra Kožul, communications director of the Novaston company, which manages AVA Shopping Park.

FOTO: Milšped

FOTO: Air Serbia

FOTO: AVA Shopping Park

Houses Made of Prefabricated Materials as a Growing Trend

During the four days of the first European fair of prefabricated and modular houses, Modular Homes Expo 2023, held in Arena Zagreb (May 4-7), almost 30,000 interested buyers in attendance confirmed just how successful the exhibition was, which has already become a new meeting place for the industry and market.

The numerous visitors are certainly the best reward for all of us who make up the Expo for the enormous effort we put into implementing this very ambitious plan, which has already successfully passed the test on its very first step.

On January 1, 2023, Croatia adopted Euro as its national currency and thus joined the Schengen area, successfully completing its journey to Europe. Strong institutional support for sustainable development and new technologies, a clean environment, low taxes, respect for property rights and a progressive regulatory policy make Croatia one of the most desirable destinations for any investor.

Construction occupies a very important place in the Croatian economy. In 2022, there was a rapid increase in real estate prices driven by Croatia’s entry into the Schengen area and the Eurozone. The customer structure has additionally changed by the influx of digital nomads and the free European labour market, which both have

MODULAR HOMES EXPO 2024

changed life dynamics.

Houses made of prefabricated materials are a growing trend in the Croatian market. They are purchased as residential homes in the continental part of Croatia, and more and more as houses for tourism purposes on the coastline. Due to its favourable geographical position and good climate, the Republic of Croatia is one of the most visited tourist destinations in Europe and the world. Only fast, effi-

The new Croatian Expo is scheduled for April 19-21, 2024 and the information about the project concept will be publicly revealed in autumn of 2023.

cient and affordable construction can meet the market’s demands for investment in real estate, which is still considered one of the safest forms of investment in Croatia. On the other hand, climate change is here to remind us that awareness of reducing energy consumption habits is our responsibility.

Modular Homes Expo came at the right time because apart from offering customers the opportunity to familiarize themselves with a wide range of products, it also gave them the opportunity to learn about the

basics of prefabricated construction technology and assess the class and quality of the offer themselves.

The model of living presented by MODULAR HOMES EXPO 2023 significantly contributes to a greener and more sustainable future. The President of the Republic of Croatia, Mr Zoran Milanović, who opened EXPO Zagreb, and the Prime Minister of the Republic of Croatia, Mr. Andrej Plenković who opened EXPO Bale, both recognized this.

MHE represents 100 leading European manufacturers of prefabricated houses, of which regional manufacturers are the most preferred by customers.

For this reason, we are already quite confident that the Modular Homes Expo has a serious potential to change interactions in this fast-growing branch of the construction industry in the entire region, which is not negligible as the region is a potential construction site with a population of over 20 million who speak the same language. The response of buyers and producers from Slovenia, Serbia and Bosnia and Herzegovina was significant, as well as the balancing out of the visitors’ interest in the entire region, which was not the case in the earlier period, as the buyers were mainly focused on domestic companies.

The success of the project itself and the strength of the region’s industry are indicated by the many invitations from distant markets to present and connect this industry united under MHE to exchange experience and innovation.

ONLY FAST, EFFICIENT AND AFFORDABLE CONSTRUCTION CAN MEET THE MARKET’S DEMANDS

MODULAR HOMES EXPO is the first European project focused on the topic of prefabricated structures and green, energy-efficient living

Katarina Antešić, Modular Homes Expo Director with Zoran Milanović, president of Croatia

FOCUS

ON Serbia goes green

DUBRAVKA DJEDOVIĆ Minister of Mining and Energy

THE GOAL IS SUSTAINABLE

Decarbonization

Serbia’s new energy policy, oriented towards the future, to ensure energy supply and energy independence under the most favourable conditions for our citizens and businesses and sustainable, efficient and economical management of the decarbonization process.

The key goals will include increasing the share of RES in electricity production to 45%.

It is up to the Ministry of Mining and Energy to continue to improve the regulatory and investment framework, as it did with the Law on the Use of RES, as well as with the amendments to the Law on Energy. We will work to stimulate the development of RES and continue having a dialogue with the business sector on how to overcome and prevent the challenges related to the Carbon Border Adjustment Mechanism.

On 13th July, Color Media Communications organized the conference in Belgrade titled “Serbia Goes Green.” We are bringing you the opening speech of the Minister of Mining and Energy in the Republic of Serbia Government, Dubravka Djedović.

The question of ensuring energy security and energy independence, and at the same time, preserving and improving the environment, is a question that is crucial for the future of both Europe and our region. Economy and ecology are now more than ever connected and intertwined, so just as nature provides minerals and other resources from which we get electricity, everything that is done related to energy must be evaluated from the standpoint of environmental impact.

Serbia, as a country striving to become an EU member, shares Europe’s vision when it comes to its vision for the future of the energy sector, primarily in terms of striving for its decarbonization. The road to

achieving that vision must be financially sustainable and socially just and must protect the industries and workers most affected by the energy transition.

With the integrated national plan for energy and climate of the Republic of Serbia, covering the period until 2030 with projections until 2050 and the drafting of INEKP (Integrated National Energy and Climate Plan), which is currently being discussed by the national MPs, Serbia put its money where its mouth is when it comes to blazing our trail in the energy transition, i.e. setting are our priorities, defining the steps and sequence of activities, determining required funds, etc.

Together with the Energy Development Strategy, which covers the period until 2030 with projections until 2050, this will be the framework of

To achieve the targeted goals by 2030, we have defined a total of 156 measures that INEKP contains, of which 68 pertain to reforms. We have also defined priority areas for investments in new production capacities, which envisage the construction of around 3.4GW of solar and wind power plants, as well as the construction of a new gas power plant.

Our investment priorities related to the process of decarbonization, but also to all other segments of the energy sector, are stated in the baseline of the plan for the development of energy infrastructure and energy efficiency for the period up to 2028 with projections up to 2030, which was adopted by the Government of Serbia and includes, among other things, construction of the Bistrica reversible hydroelectric powerplant, overhaul and revitalization of the Djerdap 2 hydroelectric power plant, consideration of the financial and technical profitability of the Djerdap 3 reversible hydroelectric power plant project, construction of the Kostolac wind farm and solar power plants of 1GW capacity.

In September, the public call for market premiums for the new 450MW capacity for the production of sun and wind-generated energy will end and our three-year plan foresees 1,300 MW of new capacity generated by RES. Through subsidizing energy efficiency measures in households and stimulating citizens and small businesses to become their own electricity producers, we want to encourage as many citizens as possible to become active participants in the energy transition.

Our will and willingness to work towards accomplishing energy and climate goals is firm and unquestionable. We believe that our goals are both ambitious and realistic when we know what our starting position is regarding the participation of coal in the energy mix and when we know that we do not have available funds that the EU provides to its members in the energy transition process.

In order to have successful decarbonization and green transition, it is very important that, like the EU members, we have strong and continuous support from the European Union, international partners and financial institutions.

IT IS UP TO THE MINISTRY OF MINING AND ENERGY TO CONTINUE TO IMPROVE THE REGULATORY AND INVESTMENT FRAMEWORK

Our will and willingness to work towards accomplishing energy and climate goals is firm and unquestionable

SERBIA MOVED From Words to Actions

On Thursday, July 13, the “SERBIA GOES GREEN” conference organized by Color Media Communications was held in the full hall of the Hyatt Hotel in Belgrade, dedicated to protecting the environment and preserving the nature that surrounds us

The guests were greeted at the beginning by the host, Robert Čoban, president of Color Press Group, saying that for most people in Serbia, this is an important topic and that’s why we deal with it every year and we hope to contribute to raising awareness and new ideas in solving environmental problems that are our everyday life.

The conference was opened by Dubravka Djedović, Minister of Mining and Energy in the Government of the Republic of Serbia, saying that Serbia has moved from words to actions in the field of energy and energy efficiency.

“This week, the Ministry of Mining and Energy presented the National

Plan for Energy and Climate of the Republic of Serbia until 2030, with a vision until 2050. The key goals we

have set are to increase the share of renewable energy sources in electricity production to 45%, which will make renewable energy sources, in addition to coal, an equal domestic source of electricity, a significant increase in energy efficiency without which we cannot achieve the energy transition, as well as a reduction in gas emissions with by the greenhouse effect by 44% by 2030. With the state subsidy, we will stimulate citizens to invest in energy efficiency”, concluded Djedović.

The gathered were addressed by H.E. Emmanuele Giaufret, Ambassador and Head of the European Union Delegation to the Republic of Serbia, who said at the beginning of his presentation that the European Union had set a high goal for the future that Europe will become a climate-neutral continent by 2050 and that 57% of the goals will be reached by 2030.

It is no longer important only what we do but also how we do it and what benefit and impact it has on society

THE IMPACT ON THE COMMUNITY IS SEEN AND HEARD, AND CAUTION IS NECESSARY

“The European Union wants Serbia to become its member, and we are helping it prepare for its membership. This is where the Green Agenda is very important, and we are ready to help with the infrastructural changes that must take place in the green transition”, Giaufret added.

Tatjana Matić, director of the Fund for the Development of the Republic

trepreneurship, we have paid special attention to projects related to the green transition. Thus, in previous years, and mostly in 2022, the fund approved investment loans for the installation of solar panels, equipment for solar power plants, and biogas plants. A total of 202 million dinars in loans and 25.4 million dinars in grants were approved for such jobs”, Matić added.

cijalna Banka, Maja Vukadinović, Special Advisor for Energy Efficiency at the Ministry of Mining and Energy, Radman Šelmić, Ph.D., adviser to the President of the Serbian Academy of Sciences for Green and Circular Economy and Digital Transformation, and Mia Zečević, owner and general director, Novaston. The moderator was Teodora Pasulj, ESG manager, PwC Serbia.

sustainable operation of the bank itself. All the electricity we used in 2022 came from renewable sources, reducing our carbon footprint by more than 6,000 tons. We have implemented a paperless procurement process, by the end of the year, we will put into operation our first solar power plant on the roof of the central building, and we are also planning a gradual replacement of the fleet with hybrid and electric cars”, said Dejan Janjatović, Deputy Chairman of the Executive Board of NLB Komercijalna Banka.

“Those companies whose projects are not aligned with ESG standards will have a different risk assessment, it will be more difficult for them to borrow, get a development loan or a development investment – in general, they will have wor-se financial conditions,” said Mia Zečević from the Novaston company.

“It would not be wrong to say that the application of ESG principles is particularly important in the real estate industry. In our market, this implies a kind of investor education”, added Zečević.

The second panel was “Planet First – Projects and Actions That

of Serbia, also greeted the audience and pointed out that sustainable use of resources and energy, reduction of negative impact on the environment, application of innovations and digital tools and, above all, knowledge, has become the umbrella criteria by which the Fund is guided when awarding of funds to the economy.

“I must point out that up until now, within the line for investment loans and loans for the promotion of en-

After the official opening, panel discussions began where we heard from people from the profession and business what is being done and planned in the field of environmental protection.

The first panel at the conference was “Focus on ESG – Environment, Society and Management at the Center of Business,” in which participated Dejan Janjatović, Deputy Chairman of the Executive Board of NLB Komer-

ESG is a topic in its infancy in Serbia, and we have yet to discuss it and see how companies comply with these standards.

“NLB Komercijalna Banka has placed the principle of sustainability at the center of its business actions and banking decisions. We took a significant number of steps in 2023, which contribute to both society and the environment, and ensure the

Protect the Environment for Future Generations” and was attended by Milica Begenišić, ESG manager, Yettel, Olga Gavrić, Ph.D., teaching associate, Faculty of Agriculture in Belgrade, Majda Adlešić, owner and director, Ekokoncept Pogon, Nevena Djukić, director of CEEFOR and Dragana Korica, executive director, Green Building Council of Serbia. Marina Lučić, sociologist and PR expert, moderated the panel.

THOSE COMPANIES WHOSE PROJECTS ARE NOT ALIGNED WITH ESG STANDARDS WILL HAVE A DIFFERENT RISK ASSESSMENT

Many actions and projects to improve the ecological situation in the country are being developed and implemented. We are becoming more aware that we must start with ourselves to change society. The transition must start with individuals, companies, and interested target groups.

“Yettel company collected and recycled 133 tons of plastic and 64 tons of paper, and for 10 years, we have not used plastic bags in our stores, and we offer users the option of an electronic receipt instead of a paper one. We have set an ambitious goal of having one million recycled mobile devices by 2025.”, stated Milica Begenišić, ESG manager.

The last panel was “Sustainable Development in Serbia – Challenges, Reporting and Business by the Principles of Sustainable Development,” and the speakers were Tijana Koprivica, Director of Sustainable Business, Delta Holding, Svetlana Popović, Senior Media Buyer & QMS Representative, Direct Media United Solutions, Jovan Protić, national coordinator of the International Labor Organization (ILO) for the Republic of Serbia and

Milan Veselinov, founder and director, CirEkon. The moderator was Ana Bovan, president of the Central European Development Forum (CEDEF).

It is no longer important only what we do but also how we do it and what benefit and impact it has on society. The impact on the commu-

nity is seen and heard, and caution is necessary. And greater involvement of all interested parties is also necessary.

“Delta Holding has many socially responsible projects, and we try to make them development-oriented projects that contribute to the community because we link this

with our sustainable development. We want to transfer our knowledge to others and help small entrepreneurs, especially farms, where we teach them how to make their businesses sustainable”, said Tijana Koprivica, director of sustainable business.

“Direct Media is a company that takes great care of its employees and follows all world trends that contribute to the sustainability of the system. The certificates we receive are only a confirmation of our work and values that are a key part of our system. We have just received a silver medal from the international agency for evaluating corporate social responsibility – ‘Ecovadis’, we are the first domestic media agency to have a full ‘Family Friendly certificate’, which indicates that this company creates and nurtures a family-friendly environment, and at the end of the certification for Socially Responsible Employer, which will make us the first company in Serbia with this certificate”, stated Svetlana Popović, Senior Media Buyer & QMS Representative, Direct Media United Solutions.

“SERBIA GOES GREEN” once again gathered the most invited people to talk about environmental awareness, sustainable development, circular economy, and ESG standards and confirmed the leadership position in the organization of environmental and other events in the region.

The event was supported by Coca-Cola HBC Serbia, NLB Komercijalna Banka, Direct Media United Solutions, Yettel, Delta Holding, and Novaston.

YETTEL SET AN AMBITIOUS GOAL OF HAVING ONE MILLION RECYCLED MOBILE DEVICES BY 2025

by Dejan Janjatović

The Evolution OF THE ESG CONCEPT FROM A REPUTATIONAL OPPORTUNITY TO A LEGAL OBLIGATION

Global investors are paying more and more attention to ESG criteria and billions of dollars are being invested in companies that prioritize sustainable and ethical practices. As the British economist John Elkington said: “Profitability does not have to be at the expense of the planet and people.” It is proven that companies that successfully integrate ESG into their strategies often achieve better financial results in the long run.

The reputational element of the ESG concept, which was the basic motive in the 1980s and 1990s, has now been somewhat overcome. An increasing number of individuals and organizations are understanding the essence of the problem - to secure and preserve their business in the long term, but not at the cost of affecting the health and well-being of the community and the planet. As Thomas Fuller once wrote: “We never know the worth of water till the well is dry.” Similarly, the value of ESG in business is becoming increasingly clear as we face growing social and environmental challenges.

On the other hand, regulatory bodies are insisting more and more on the implementation of ESG standards.

As issues such as climate change and social inequality become more pressing, governments around the world are introducing laws that oblige companies to address these issues. As the famous American politician Al Gore said: “Continuing doing business according to the old model is no longer sustainable, neither economically nor environmentally”.

The trend is set in such a way that the demands of investors and regulators are becoming stricter and more exclusive. More and more companies are expected to report in some form the impact of their operations on the environment and society. Carbon taxes will be prescribed for everyone who contributes to increased gas emissions through their business. This will encourage all companies to invest in solutions aimed at reducing them.

The European Central Bank has already identified climate change as one of the biggest risks for the economy and the financial sector and accordingly prescribed that banks must analyze climate and environmental risks, based on the Instructions on Climate Risks and Risks Affecting the Environment. The document set 2024 as the year by which all banks in the Europe-

an Union must adapt to the rules prescribed in the Instructions.

Accordingly, our parent NLB Group, as a leading banking and financial group with its headquarters and exclusive strategic focus on the region, formalized the principle of sustainable development in 2011, and confirmed it in 2020, placing it at the centre of its business.

NLB Group, and thus NLB Komercijalna Banka, are signatories of the Principles for Responsible Banking of the United Nations, as well as the Net-zero banking alliance. These initiatives oblige the bank to become Net-zero by 2050, i.e. that the quantity of greenhouse gases emitted thanks to its own operations be equal to the quantity of gases that, through various initiatives, have been removed from the atmosphere.

The bank has committed itself to defining gas reduction targets until 2030, as well as targets for every five years between 2030 and 2050.

All the electricity we used in 2022 (about 10gwh) came from renewable sources, which reduced our carbon footprint by more than 6,000 tonnes (thanks to purchasing electricity from renewable energy sources), which is 64% less compared to the previous year.

We have implemented a paperless procurement process, which means

that procurement in the bank is done exclusively electronically and with no paper in all steps. Sustainability as a criterion in the procurement process is very important to us, which is why we give preference to suppliers who contribute to the protection of the environment and society or promote these values.

We will soon put into operation our first solar power plant installed on the roof of our office building. The plan is also to gradually replace our vehicles with hybrid and electric cars, plus to get our employees to start using electric bicycles for shorter distances.

We are proud of the projects thanks to which we have been raising public awareness of the importance of sustainability and helping the communities in which we operate, and I am primarily referring to Organik, Support Framework and Housing Loans for Young People. We firmly believe that with projects like this, we encourage thinking and discussion about a sustainable future.

The road to a sustainable future is neither easy nor short, but we must undertake it, not only for our sake but also for our children and generations to come. Let’s work together to create a better future and make our country Serbia and planet Earth a great place to live and for new generations.

The ESG concept is not new, but its importance has grown in recent years, driven by increased awareness and concern about climate change, social inequality and corporate abuses

Deputy Chief Executive Officer of NLB Komercijalna banka

“CONTINUING DOING BUSINESS ACCORDING TO THE OLD MODEL IS NO LONGER SUSTAINABLE, NEITHER ECONOMICALLY NOR ENVIRONMENTALLY.” – AL GORE

by Nikola Gudelj

the Natural Environment WE NEED TO STRIKE A WISE BALANCE WITH

ANA BOVAN CEDEF

What is the current level of awareness of energy consumption in Serbia in the general public and companies?

The current situation is polarized. The world is going through an energy crisis and experiencing high energy prices, and together with

the unpredictability of geopolitical influences, all of this has negatively affected inflation in a huge number of economies. We still do not feel the drastic nature of these global changes. The awareness about energy consumption in Serbia differs in relation to the importance of energy consumption for users. Companies are far more interested

and monitor consumption, prices and even geopolitical events. This is logical because the production and final product price include the

cost of energy sources. An example of an industry that is relevant to us is the production and processing of food and beverages, where en-

THE PURSUIT OF ECONOMIC GROWTH CONFLICTS WITH ENVIRONMENTAL PRESERVATION, JUST AS THE PURSUIT OF SOCIAL JUSTICE MAY HAVE IMPLICATIONS FOR ECONOMIC EFFICIENCY

It is not easy to maintain a balance between human needs, the civilization we are developing and the living environment

ergy products account for about 20% of the production price, while in the construction and chemical industries, the percentages are up to three times higher.

As far as individual users go, the electricity here has a relatively low price, while fuel costs cause somewhat more attention in terms of consumption. In general, we have had a fairly stable supply for about three decades, while our awareness of consumption and savings has not been fully developed. Our awareness level cannot be compared to the awareness in markets where the supply is unstable and depends directly on the upheaval in the global market.

In what ways can the circular economy contribute to the fight against climate change?

My view is that the circular economy plays the main role in preserving natural resources and environmental protection. It is not easy to maintain a balance between the needs of man, the civilization we are developing and the living environment, both the one we inherit and the one we should leave to the next generations. These conflicting goals require balancing social, economic and environmental goals, which always leads to compromises and even conflicts in practice. The pursuit of economic growth conflicts with environmental preservation, just as the pursuit of social justice may have implications for economic efficiency. These are all real problems. However, in Serbia, we must all work much more to actively reduce air, land and water pollution, because it most directly affects the health and quality of life of people today and here, as well as of future generations. The circular economy provides solutions in that direction.

How does CEDEF, as an expert organization, contribute to the promotion of the circular economy and sustainable development in Serbia?

CEDEF focuses on the topic of sustainable development in Serbia and the region and during the last 20 years, we have implemented numerous research projects, and education programmes for students and energy managers, especially through the creation of MEMS, the first network of energy managers in Serbia ever. We have placed special

emphasis on cooperation with local governments because concrete important environment-related projects take place locally. Cities and municipalities are the main places where the strategy is implemented and it was important to open the topics such as sustainable development and replacement of old technologies and fossil fuels. Truth be told, energy efficiency is not a particularly attractive topic for local elections and it does not attract votes. Nevertheless, with brave and prudent local governments, we have done a lot on these strategic programmes.

Have you noticed that public interest in energy efficiency and renewable energy sources is growing?

During the activities we have carried out in the last twenty years, we saw a substantial increase in the interest of the public, especially among experts. The topics of efficient use of energy, sustainable development and circular economy inevitably intertwine and there is a growing interdisciplinarity in the approach. During the implementation of many concrete projects that gather researchers and practitioners, we have worked with energy experts, biologists, physicists and climatologists, but also economists, lawyers,

We certainly need more knowledge and a reliable education and information system, which comes under the domain of the state and the education system. We need an education that highlights the importance of a healthy environment that we should take care of, without shutting down everything that consumes energy and creates waste, i.e. all factories, mines, traffic, construction activities, pharmaceutical companies, petrochemicals, steel plants, cement plants and others. That’s not easy and it takes a lot of effort at various levels and across the entire connected ecosystem to seriously address it. Educating staff who have the ability to balance importance and interests, both in the economy, science, legislative and executive authorities and who can work together for the benefit of long-term interests of people today, but also of new generations, is a huge task, I would add, the patriotic job of the highest rank.

What role does energy efficiency in times of crisis, when cutting costs is a priority, play?

When I participated in a panel discussion on energy issues with Germans, Norwegians and French at the Economic Forum in Poland in 2011, my colleague from Paris,

as shocks and disruptions in the energy market. This is especially relevant if a country is an energy importer like us. Since we have not been exposed to serious energy crises for several decades and we have not developed a significant awareness of savings and alternatives, I see a big untapped potential in encouraging the implementation of energy efficiency measures through education and concrete action plans.

How is the intergenerational justice concept reflected in the circular economy?

communicators and IT specialists. We see this as a positive development.

How much effort did the state and the media invest in informing the public about the importance of the circular economy, that is, the rational consumption of energy?

We need a little more alarmism. The media report on uninteresting topics only when an alarming situation arises. Although we generally blame them for such a modus operandi, I think that we lack a bit of dramatization here. To clarify, I am not referring to alarmism about the supposed doom of the planet in a year or so or neo-pagan extreme movements and the uproar they create. We need an improvement in the quality of life through progress, but also to strike a wise balance with the natural environment.

Marc, mentioned the term „negawat” as a new concept implemented by the Schneider Electric Company. This was the right expression for energy efficiency, which we normally call „the first fuel” and a good representation of how important the concept is and accessible to everyone. It is one of the fastest and most cost-effective options for reducing energy bills and boosting energy security. Together, energy efficiency, electrification, changes in behaviour and digitization shape global energy intensity, i.e. the amount of energy needed to produce a unit of GDP, which is a key measure of an economy’s energy efficiency. We need security as well as efficiency.

Any seriously-minded organization, including the state, has its own strategic plans for continuity and resistance to macro shocks such

Despite technological progress, we still depend on the environment and natural resources. Our philosophical theories of justice, however, falter in trying to address the normative questions raised by environmental problems and resource depletion. Sustainable development and circular economy embrace the concept of intergenerational justice. Priority should be given to policies and practices that will not jeopardize the safety and environment of future generations. The time frame for planning our „ecological footprint” should be at least 300 years. We should also not jeopardize growth and shut down the economy, but we should be careful about external effects, everything we consume from natural resources, everything we pollute or poison by our activities related to land, water and air and be mindful of the environmental debt that we leave to 10 generations after us.

How can investments in new development projects and new technologies support the transition to a circular economy?

We are living in a century when we as, a specie, will decide whether we want sustainable or unsustainable development. I’m an optimist. After awareness and education, finances are crucial. But they will not be activated if the awareness of the importance and urgency of sustainable development is not developed in parallel. We need to invest more in science and research, in new technologies, processes and materials, but also in learning about circular business models. We are only at the beginning of the century when we need to implement this approach to development needs in practice.

THE MEDIA REPORT ON UNINTERESTING TOPICS ONLY WHEN AN ALARMING SITUATION ARISES

Protecting the Environment IS EVERYONE’S RESPONSIBILITY

We talk with Milica Begenišić, ESG manager at Yettel, about the reasons and manner of working, the most significant projects and the public’s reaction to their initiatives.

Which of Yettel’s projects would you highlight as the most significant in terms of environmental protection?

First of all, I would like to say that this topic is not a “project” for us, but represents the way we think and work in all spheres of our business. Large companies have the power to initiate positive changes, and we, as a leading mobile operator, have taken that role seriously.

The most important topic for us is device recycling because it has been going on for over two years. We have over half a million recycled devices and are constantly adding something new.

Last year we also became the first 100% green network because we use only electricity from renewable sources for our base stations. In addition to base stations, green energy also powers 31 Yettel stores.

In the advertisement for the green network, we presented the phenomenon of the flowering of Tisa Mayfly. Tisa mayfly is an insect older than dinosaurs. It lives as a larva for three years in the river mud. One day in June, it comes to the surface to prolong its species. It lives only in clean waters, and when it disappears from the river due to pollution or other factors, it never returns. Tisa is the only river in Europe where this unique natural phenomenon still exists, and it is essential to preserve it and to know more about it. That’s why we also supported the event “When Tisa Blossoms,” which takes place every year in June, and nature lovers could follow the phenomenon of flowering live on the Yettel YouTube channel because we

broadcast the flowering through the Yettel network.

Can you tell me how people have responded to your initiatives, particularly the program for recycling old mobile phones?

The response from users to our mobile phone recycling program has been exceptional. Over a period of two years, we received over half a million old devices for recycling, which amounts to more than

45 tons of electronic waste that we recycled together. This initiative enabled us to dispose of and reuse 12 kg of gold, 7.8 tons of copper, 170 kg of silver, and 7 kg of palladium. The overwhelming response from users demonstrates that people are becoming increasingly environmentally conscious and are eager to participate in preserving the environment when provided with a simple solution. As a result, we decided to reward the users who recycled the most devices and the

one who recycled the half-millionth device.

Recycling of electronic and paper waste is a significant aspect of environmental protection. Can you explain what are the specific measures of Yettel in this area?

Due to the positive feedback from our customers, we have decided to expand our recycling program. And now, any item purchased from Yettel stores can be brought in for recycling and safe disposal. With their help, we are confident that our goal to recycle one million devices by 2025 is easily achievable.

Aside from electronic waste, plastic, and paper waste also pose a significant threat to the environment, and all citizens who want to recycle their municipal waste are aware of this. Waste separation containers may not be readily available in all areas or may be located far away, and people usually do not possess adequate knowledge about recycling processes. We aimed to provide a practical solution to this issue, which led us to introduce the Eco Bonus digital service. By activating this service, our users choose to have 4.6 kg of plastic and 2.2 kg of paper/cardboard waste recycled on their behalf, which is the amount of waste that the average resident of Serbia generates every month.

It’s important to note that this amount of waste isn’t typically included in Serbia’s quotas or those of national recyclers - we insisted that additional amounts be recycled in Serbia, so it really makes a difference. We give customers the option to help us reduce paper use by receiving an e-bill, and more than 64% of individual customers have used this option. We are always looking for new ways to expand our green initiatives and, naturally, involve users, partners, and the community.

Ecology is becoming more and more important for large companies. As relatively new brand, Yettel has already stood out in Serbia for its contribution to the environmental protection and customers’ involvement

LAST YEAR WE ALSO BECAME THE FIRST 100% GREEN NETWORK BECAUSE WE USE ONLY ELECTRICITY FROM RENEWABLE SOURCES FOR OUR BASE STATIONS

ESG manager Yettel

In a world where sustainability is becoming a central theme, Delta Holding stands out as a pioneer in this area. We spoke with Tijana Koprivica, Delta Holding’s Chief Business Sustainability Officer, about how innovation and cooperation with local suppliers are leading this company to a brighter, greener future.

How important is sustainability reporting for companies like Delta Holding?

Sustainability reports are of great importance to all companies. Thanks to this non-financial report, customers, suppliers, banks, insurance companies and employees gain insight into whether the company acts responsibly towards its stakeholders and cares about employees, the environment and the community in which it operates.

How informative the reports will be depends on the methodology used by the particular company. We have been reporting in accordance with the Global Reporting Initiative methodology since 2010. This internationally recognized methodology clearly defines what the business should report on and how the information and data should be presented. It also requires the company to ascertain the so-called double materiality, which determines how certain aspects of sustainability affect the company’s operations on one side, and stakeholders and the environment on the other.

TECHNOLOGY IS CHANGING THE FACE OF AGRICULTURE AND CREATING a Better Future

Innovation, ethical suppliers and education as pillars of sustainable development

How are technology and innovation used in your company to improve sustainable business, especially in agriculture?

Digitization of agricultural production greatly contributes to the optimization of resource consumption - fuel, water, fertilizers and pesticides. It allows us to give plants and soil only what they need. In this way, the land is preserved for future generations. We also implemented an innovative fruit protection method, so in 2020, Delta Agrar was certified for its use of the Zero Residue process in apple production. Thanks to that, we officially became the first company in Serbia to grow apples without pesticide residue for three varieties - Gala, Red Delicious and Granny Smith.

How does your company manage its environmental impact, particularly in terms of greenhouse gas emissions, water use and waste management?

The environmental protection strategy is part of our ESG strategy, which is part of all of our business strategies. For years, we have been monitoring and measuring our impact and planning improvements accordingly. We have devised plans to get 60% of our energy from renewable sources by 2030. We currently use solar energy at 10 locations and in the next few months, we will install solar panels at another 15 locations. By switching to renewable energy sources, we will also reduce emissions of harmful gases. Also, we have plans to reduce

the amount of generated and market waste and packaging and fully utilize waste as a raw material in producing new products. For example, in our Seme Sombor and Dunavka factories, we use corn husks, sunflower husks and soybean straw as energy sources.

In which way do you cooperate with local suppliers and how does this affect your sustainable development strategy?

We primarily choose suppliers according to the quality of the product/ service, as well as the way they do business. This means that all suppliers must respect business ethics and workforce rights, and have a responsible attitude towards the environment. Throughout the year, we send suppliers detailed questionnaires through which we want to learn about their plans for fur-

What are your plans for the future related to the sustainable development of Delta Holding?

In addition to plans related to environmental protection and reducing the impact of climate change, we will continue to invest in employees and the community. In terms of employees, the most important thing for us is to continuously improve and develop the corporate culture, which creates a stimulating environment for the development of people, creativity and innovation. We have also created a unique Tangram Academy at which every employee attends an education programme, some of which are necessary for a specific job, while others are chosen by employees according to their own preferences and desire to develop in a specific area. We will continue to provide support to the community primarily through the Naše Selo (Our Village) and Digitalno Selo

ther improvement of all sustainability aspects. We are also dedicated to educating small producers, our subcontractors and suppliers about sustainable agriculture. Among other things, we teach them how to incorporate the GlobaGap standard into their business and thus make their product acceptable for export.

(Digital Village) projects. These projects aim to create opportunities for easier, more efficient and sustainable production, higher income for agricultural producers and a more attractive life in the countryside, especially for young people, through the modernization and digitization of agricultural production

DIGITIZATION OF AGRICULTURAL PRODUCTION GREATLY CONTRIBUTES TO THE OPTIMIZATION OF RESOURCE CONSUMPTION - FUEL, WATER, FERTILIZERS AND PESTICIDES

Chief Business Sustainability Officer, Delta Holding

COMMENT

by Dragan Nikolić

THE SECOND BATTLE

of Cer

In August, the Pocerina region commemorates the famous Battle of Cer, which took place at the very beginning of the Great War in 1914. It was the first victory for the weak Serbian army, tired of the recently ended Balkan wars, over the powerful Austro-Hungarian army.

mining corporations allied with the Serbian administration.

This article’s author, who himself is from these regions where the Second Battle of Cer is taking place, looks from his childhood home at the route on which the Second Serbian Army led by General Stepa Stepanović arrived at the site of the biggest battle under Cer. On that same road, new and different ‘rifle barrels’ could soon appear, with which the enemy will drill through the blood-soaked soil in order to get to the lithium. Wars always happen for the sake of conquest, and

THE SERBIAN GOVERNMENT DECLARED CER MOUNTAIN AN AREA OF EXCEPTIONAL NATURAL FEATURES

A lot of blood was spilled in fertile and colourful Pocerina. Almost all villages in this area have their own Hungarian cemeteries, which speaks of a large number of fallen enemy soldiers. The losses on the Serbian side were also huge, and the extent of the suffering of this region is also indicated by the fact that Šabac lost half of its population, which is why it was called the Serbian Verdun and was awarded three orders of merit - the French War Cross, the War Cross of Czechoslovakia and the Star of Karadjordje.

The Battle of Cer is still called the Battle of Jadar in historiography because it took place on the southeastern slopes of Cer in the Jadar river basin. Today, these very areas are fighting a new but equally dangerous battle which, like the original one, threatens to cut the local population in half again. It is a battle for a healthy environment, waged by equally heroic local people despite a much superior enemy, this time embodied in global

the goal of every conqueror is not just gaining territory but gaining the riches found there. And that is why today’s fight against lithium mining is also a war against conquerors and enslavers who are ready to sacrifice other people’s lives for their own benefit, just like it was a century ago.

The lives of all of us will be at risk if lithium mining is started, and Šabac could be divided in half again. The water-rich Podrinje and Mačva, which literally float on an underground thermal pool, will be exposed to pollution of such proportions that all large cities on the Drina and Sava rivers, upstream of the Jadar River, could be left without healthy drinking water.

After substantial activities were carried out in the Jadar Valley, where exploratory excavations had already begun, there was interest in a new exploratory area that would include villages in the area of the City of Šabac and the neighboring municipalities. Exploratory wells pose a threat to the 14th-century Kaona monastery, the 15th-century church of Krivaja, as well as the land that produces the sweetest strawberries and raspberries in the world and where top-quality grapes and gorgeous roses thrive. The public found out about these plans only when the local Šabac administration rejects the request from the mining exploration company. Shortly after the panic ensued due to the announced research, the Serbian government declared Cer Mountain an area of exceptional natural features.

After the initial enthusiasm about the government decision, people had a hunch that this was just pulling the wool over the eyes of people who care for a healthy environment and wheth-

er this would actually open the door to lithium research and mining in the areas of Pocerina and Jadar that are not bordered off by the protected area.

The fight for a healthy environment continues, perhaps even harder than before, because it is essential. We cannot know what will happen next and whether our actions will endanger the survival of our children. We won a very important first victory, just like the Serbian army during the Battle of Cer, but later we lost many others before finally winning the war.

If our ancestors, whose bones are buried in the land that covers the lithium deposits, had known that the Battle of Cer would be continued a century later, would they have started the battle with the same motive, or would they have said - why am I doing this when everything will be repeated in a similar way? We have to believe that our battle is final because one of many that will come would be. Only those of us who pick the right side will be perceived as heroes.

Only those of us who pick the right side will be perceived as heroes

© Dragan Nikolić

by UNWTO

Investing in

PEOPLE, PLANET AND PROSPERITY

World Tourism Day 2023 will be a call to action to unite around a new tourism investment strategy

The overall disruption in the tourism sector brought about by COVID-19, provides an opportunity to redefine and recalibrate the direction and narratives of tourism investments with the objective to better support the successful implementation of the Agenda 2030 and the Sustainable Development Goals. Therefore, UNWTO has identified investments as one of its key priorities for tourism’s recovery and future growth and development.

UNWTO highlights the need for more and better-targeted traditional and non-traditional investments are required for People, for Planet and for Prosperity, to enable tourism to deliver on its massive potential to

provide opportunities for people, to build resilient, to accelerate climate action and greater sustainability for the planet and deliver inclusive prosperity around the pillars of innovation and entrepreneurship.

UNWTO has identified investments as a key priority for the sector, serving as the bridge between its Member States, destinations, businesses and investors, culminating in World Tourism Day 2023, which will be a call to action to the inter-

national community, governments, multilateral financial institutions, development partners and private sector investors to unite around a new tourism investment strategy.

The international observance day for tourism will highlight the vital need to deliver investment for projects that work for People (by investing in education and skills), Planet (by investing in sustainable infrastructure and accelerating green transformation) and Prosperity (by

THE CRISIS HAS REVEALED THE NEED TO RETHINK THE STRUCTURE OF TOURISM ECONOMIES TO IMPROVE COMPETITIVENESS AND BUILD RESILIENCE

investing in innovation, technology and entrepreneurship).

Investing in People: Prioritizing Education and Upscaling Skills

“Education is a fundamental human right. It’s the bedrock of societies, economies, and every person’s potential. But without adequate investment, this potential will wither on the vine” - Secretary-General of the UN, on the occasion of the International day of Education (2023).

The crisis has revealed the need to rethink the structure of tourism economies to improve competitiveness and build resilience and accel-

erate the implementation of SDG 4 (quality education). To that end, the sector should invest in education and skills development, including for women, in all areas to promote added value jobs and resilience. We cannot build a more sustainable tourism without the right talent.

Tourism is one of the world’s leading employers. In 2019, the sector employed one in 10 people worldwide and has proven to be a tool for economic diversification and a major employment engine with a multiplier effect on other sectors that contribute to rural development. Furthermore, tourism in rural areas can particularly benefit traditionally disadvantaged groups such as women - who make up 54% of the workforce in the tourism sector compared to 39% for the whole economy - youth and Indigenous people. Tourism is also an easy access sector for micro and small enterprises and for the self-employed, who make up a significant part of the tourism sector and community-level entrepreneurship in general.

However, in emerging destinations, 50% of young people are unable to work in tourism due to lack of opportunity, resources or access to academic training. Furthermore, current education and training opportunities are unbalanced, with a heavy emphasis on hotel management. Looking ahead, the global tourism workforce will require millions of hospitality graduates annually between now and 2030 and a further 800,000 jobs a year will require specific vocational training.

For these reasons we need to invest in people as they are the foundation of tourism and his is why UNWTO is dedicated to empowering them and placing investments into the heart of our future actions.

Investing in Planet: Supporting Tourism’s green transition

We need to ensure that the tourism sector delivers on its responsibilities as a solution to the climate emergency, as one of the most urgent and pressing risks and challenges of the next 10 years, according to the Global Risk Report 2023, prepared by the World Economic Forum.

The green transformation of the tourism sector is very much needed, not just for the planet, but also for tourism itself, for boosting competitiveness and increasing resilience, and green investments and innovation in the tourism sector must play a leading role to support this transformation and the implementation of the green goals of the Agenda 2030 and the SDGs.

Within this context, hotel investment has a crucial role to play and represents as one of the biggest parts of traditional investments, as the global hotel investments volume increased 131% year to year, totaling US$ 66.8 billion in 2021, as the pandemic opened up various opportunities, especially related to green buildings and retrofitting.

Looking into the future, the need to reduce emissions provides an investment opportunity of $24.7 trillion in the green buildings sector of emerging market cities by 2030, in which hotels, resorts and restaurants account for $1.5 trillion. In

addition, tourism faces a lot more investment opportunities related to new solutions and technologies to decarbonize the sector as well as to ensure climate resilient infrastructure through adaptation solutions. Tackling all these opportunities will help bridge the $4 trillion annual investment gap for achieving the Sustainable Development Goals in the developing world.

Hence, it is time rethink the existing frameworks and approaches vis a vis tourism investment for accelerating the sector’s green transition. We have an opportunity presented by the pandemic to develop global and regional partnerships and green investment frameworks and innovative financial initiatives for the tourism sector to support the global commitment to halve emissions by 2030 and reach Net Zero as soon as possible before 2050.

Investing in Prosperity: Fostering Innovation and Entrepreneurship Digitalization and innovation programs are a strategic priority to

support particularly young people and women, which are critical to upskill the tourism sector’s workforce. Moreover, the global need to increase the level of investments in programs which support and incentivize entrepreneurship and generate opportunities for innovations are highly need it in the tourism sector.

Furthermore, women’s empowerment are fundamental components of just, equitable societies. Tourism has been proven to provide pathways to empowerment, and that the opportunity for tourism to make a difference in this area should be maximized. According to UNWTO’s Global Report on Women in Tourism Second Edition, 54% of people employed in tourism are women while 39% of people employed in the broader economy are women. Therefore, we must put more emphasis on support for female entrepreneurs. World leaders need to act now and act decisively to invest in policies that promote more and better jobs for women and equal pay at work. Female entrepreneurship is on the rise globally and has proven its ability to drive economic growth and poverty reduction. However, with less than ten years left to meet the targets set out by the 2030 Agenda, the full potential of women-led businesses has yet to be unleashed. Investment in women entrepreneurs is an investment in change because they bring so much to the table: innovation, competitiveness, new values.

Therefore, investments in innovation and digitalization and its cross-sectorial impact have a multiplier potential to not only strengthen strategic large global and regional projects, but also stimulate the tourism recovery and safeguard jobs by supporting the survival of MSMEs, mitigating the economic systemic impact, sustaining employment, and creating the conditions needed for future growth, post pandemic.

THE GREEN TRANSFORMATION OF THE TOURISM SECTOR IS VERY MUCH NEEDED

- A GIFT TO FUTURE GENERATIONS Zlatibor

Aceremonial academy in the Zlatibor Cultural Center and a concert by the RTS Symphony Orchestra and Choir in Zlatibor, in the presence of Minister of Internal and Foreign Trade Tomislav Momirović, Director of the Tourist Organization of Serbia Marija Labović, Director of the Tourist Organization of the Republic of Srpska Miodrag Lončarević, numerous restaurateurs and hard-working Zlatibor residents, marked the anniversary of 130 years of organized tourism on this most visited mountain in Serbia. The late poet Mihajlo Ćupović and the

painter Božidar Kovačević, as well as the poet from Zlatibor Ljubivoje Ršumović, received awards for their contribution to the development of tourism in Zlatibor, and special recognition went to Arsen Djurić, the former director of the Zlatibor Tourist Organization and today the president of the Čajetina Municipal Assembly.

Addressing the audience, the president of the municipality of Čajetina, Milan Stamatović, pointed out that Zlatibor, located in a small but proud local community, has been striving to become a world-famous tourist destination from ancient times until today. „If you love your place and believe in what you do, success will not be absent. For

people from Zlatibor, the criterion is that they are friendly and not selfish. With our example, we show that we want to change something, that we don’t keep Zlatibor for ourselves, but give it to our tourists and investors who are always welcome here,” emphasized Stamatović.

He added, „The Zlatibor gondola showed that we had a bit of that mountain audacity and courage, that we pushed through that project, and that we will not stop there.” I am glad that our ministries and government recognized what we want to do, and Zlatibor should be the starting point of those gondolas we will build in the future, from Tornik to Priboj and Čigota. Earlier, we had the idea to build towards Mokra Gora as well, and I hope that all of this will be able to be realized in the coming years and that the entire Zlatibor district will develop in this way from Zlatibor.”

Director of the Tourist Organization of Serbia, Marija Labović, stated that Zlatibor contributes as much as 10 percent to Serbia’s tourist traffic. „The long-term effort certainly paid off because Zlatibor has become one of Serbia’s most important tourist destinations. I will tell you how significant it is that last

On Zlatibor, the jubilee of 130 years of organized tourism was marked on this most visited Serbian mountainon the Adriatic

WE HAVE CREATED A MODERN TOURIST ZLATIBOR, PRESERVED NATURAL BEAUTY, WITH IMPRESSIVE BUILDINGS AND A WEALTH OF CONTENT

year was a record year in Serbian tourism. We had 3.8 million tourist arrivals and even 12 million overnight stays, and two billion 438 million euros in foreign currency inflow. For the first six months of this year, we can already see that these results will be exceeded because we already have over 5.5 million overnight stays”.

„This is an opportunity to congratulate our hosts in Zlatibor for their brave vision when it comes to developing this destination. Now we have the longest cable car in the world, a destination that has hotels of all categories, and so many additional facilities that every tourist has something to offer. Also, I would like to take this opportunity to thank my colleagues from the Zlatibor Tourist Organization for all the projects that we jointly implemented to promote Zlatibor and the whole of Serbia,” added Labović.

The President of the Čajetina Municipal Assembly, Arsen Đurić, emphasized that „it is a great honor and pleasure for him that everyone in Zlatibor is a part of that long and rich history, the bright pages of which were written by many famous

REPRESENTATIVES OF THE DIPLOMATIC CORPS AND INTERNATIONAL ORGANIZATIONS VISIT ZLATIBOR

The tourist organization of Zlatibor hosted representatives of the diplomatic corps and foreign chambers of commerce, who, organized by Color Media Communications and Diplomacy&Commerce magazine, attended the celebration of 130 years of organized tourism on the „golden mountain.”

In the period from August 18th to 20th, ambassadors and representatives of Romania, Israel, the European Union, North Macedonia, and others, as well as representatives of the Croatian Chamber of Commerce and the Croatian Economic Club, visited Zlatibor. They were joined by the director of Color Press Group, Robert Čoban, and the editor of Diplomacy&Commerce magazine, Dragan Nikolić.

About 20 representatives of foreign countries who visited Zlatibor had the opportunity to see for themselves the prestigious title of tourist leader among the mountains of Serbia. The tourist organization Zlatibor introduced them to the diverse tourist offer of this tourist center. On that occasion, they visited the famous speleological facility, Stopića Cave, got to know the symbols of Zlatibor on the restored King’s Square, and found themselves at the place of the beginning of organized tourism on Zlatibor, next to the King’s Fountain, while a ride on the longest panoramic cable car in the world „Gold gondola” attracted their attention. As they say, the gondola appeared as a „crown” in the period when Zlatibor celebrates 130 years of organized tourism, which put this mountain on the map of world destinations.

Natural beauty, investments, work, and tourist commitment led to the fact that Zlatibor is better organized, more visited, and stronger than ever, celebrating the 130th anniversary of organized tourism as a meeting place for representatives of the diplomatic corps and international organizations, numerous tourists, representatives of the media, the tourism industry and others...

people from Zlatibor with their creations, skillfully incorporating new values - hotel and other buildings, valuable projects and various contents - to the beneficial nature and unrepeatable beauty of the most visited mountain in Serbia. Behind this air spa is 130 years of tourism, a demanding and long journey through time, in which we have also left a valuable mark, leading our region on the paths of development for two decades. Through

that Zlatibor is today on the pedestal of Serbian, regional, European, and world tourism.

„Let me mention Sekula Knežević, an engineer whose work is gold worth for our mountain, Čedomir Petrović, the biggest restaurateur of Ribnica, in whose time, according to the press of the time, every activity moved to the foot of Tornik during the hot summer days. Then Mijail Jevremović and his mechanic, Aleksa Popović, the famous Beg of Ribnik, Jovanka Jeftanović, Panto Mijailović, Miladin Pećinar and other great people of our Zlatibor. Those names, as well as the surnames of Pećinar, Smiljanić, Djenić, Tucović, and other famous Zlatibor families, worthy of respect and respect, oblige us today to improve and develop our Zlatibor even more with our work, and to selflessly share its benefits and beauties with to our guests,” he pointed out Živanović.

„Also, today is the right day to remember the Transformation of 2015, when we, led by our municipal president, Mr. Milan Stama-

tireless work and will, constant investments in modernization, bold visions, and brave decisions. Thanks to that, from a small place with beautiful nature but a modest offer and accommodation, we have created a modern tourist Zlatibor, preserved natural beauty, with impressive buildings and a wealth of content. To the pride of the generations of the Zlatibor region”.

Vladimir Živanović, the current director of the Zlatibor Tourist Organization, reminded those who are among the most deserving

tović, gathered above the Zlatibor market and started bravely and decisively in the struggle that will usher us into a new era of development in Zlatibor tourism. And then, right there, at the starting station of the gondola, we wrote: „A gift to future generations. Today we are at the beginning of a new era, grateful to those who brought us here, and proud that we have the chance to be a part of this mountain beauty. All to leave a legacy to the new generations of our small town with our actions,” concluded Živanović.

THE

LONG-TERM EFFORT CERTAINLY PAID OFF BECAUSE ZLATIBOR HAS BECOME ONE OF THE MOST IMPORTANT TOURIST DESTINATIONS IN SERBIA

A PLACE TO BELONG Luštica Bay -

Destination of an Unparalleled Lifestyle for a Prolonged Summer on the Adriatic

The scent of the sea brought by the sea salt infused breeze from the Adriatic, the crystal blue sea, open restaurant terraces transforming into galleries of flavor, gatherings, and a capella songs echoing through the air—this is the summer longed for. It’s not just a season; it’s the place to belong. Nestled on a peninsula adorned with olive groves and embraced by the azure Adriatic, Luštica Bay embodies the essence of coastal heritage. A place where summer extends its embrace into September and October, offering a longer and more enchanting escape.

The culinary tapestry of Luštica Bay is a splendid fusion of flavours lining the Marina Village promenade. The journey here is not complete without savouring the taste of Boka Bay’s

delicacies, all while gazing upon the Adriatic horizon—a view as exquisite as the freshly caught local fish or the finest lobster. A collection of restaurants, trattorias, and bars, each embracing their uni-que concepts, yet united by a shared commitment to organic ingredients, harvested

paints a portrait of a serene Adriatic destination. Here, fa-milies and individuals alike can bask in the fullness of life.

A weekend by the coast or the destination for an extended stay on the Adriatic—Luštica Bay is all this and more. A range of rental

EXPERIENCE THE ESSENCE OF BELONGING AT LUŠTICA BAY, WHERE THE ADRIATIC SUMMER NEVER TRULY ENDS

from farms or the sea and brought straight to your table.

A myriad of events designed to delight even the most discerning artistic souls, alongside a lineup of music, culinary experiences, sports, and children’s activities,

apartments, from cozy studios for two to spacious three-bedroom penthouses for family getaways, offers the ideal retreat for a weekend escape or an extended Adriatic adventure.

The lifestyle of this coastal com-

munity, where life unfolds leisurely by the shore, leaves an indelible impression of late summer and early autumn on the Adriatic. Experience the essence of belonging at Luštica Bay, where the Adriatic summer never truly ends.

BEACHES –THE BLUE SEAL OF DESTINATION

For years, Almara Beach has become the very essence of this coastal resort town - a unique shoreline that can be exclusively reached by a boat taxi from Marina Village or by the path through the olive groves of the Luštica Peninsula. Almara beach exudes an air of leisure, blending well-chilled wines and world cuisine flavours to

craft the perfect Luštica Bay beach experience.

Marina Beach, with its Zen Sea Lounge and Garden Sea Lounge, nestles gracefully within Lustica’s landscape. It serves as a stage for light bites, dancing, and sunset cocktails against the backdrop of the azure sea just a stone’s throw away. Crystal clear waters, fine sand, sheltered by the Velja Špilja cave –these are the hallmarks of Ramla Beach, a hidden gem until recently. Preserving a part of its untamed nature, Ramla Beach’s bar, bamboo sunshades, bamboo sunbeds, and sea swings have become the favorite haven for all visitors.

Piazza Centrale –A new place to discover

Piazza Centrale, nestled within the Centrale neighborhood of Luštica Bay, is the new gathering spot for all generations – a nexus that seamlessly intertwines the realms

of gastronomy, music, theater, and sport. The events calendar at this locale spans a spectrum of art performances, concerts, children’s programs, and a weekly local produce market, all complementing the leisurely everyday life in this vibrant hub.An array of cafes,

a national cuisine restaurant, a premium pub, a modern beauty bar, and other shopping outlets converge to craft a fresh rendezvous point for both friends and those who are destined to become friends at Luštica Bay. The Piazza, spanning an impressive area of 1,085 square meters, draws inspiration from the captiva-ting ambiance of Mediterranean squares. It stands as a cove-ted destination, attracting both residents and guests alike. This vibrant hub exudes an energetic atmosphere, fostering a sense of liveliness throughout the year.

LIFE.ELEVATED

Luštica Bay is poised to redefine leisure with its upcoming world-class golfing destination, adding yet another layer of excitement to the experiences it offers. As the anticipation for the first swings at the Driving Range grows, golf enthusiasts are eagerly awaiting the launch of the Golf Academy next year, which promises to be a hub for honing their skills.

Fueled by a global demand for real estate, the elegant golf residences within the exquisite premier collection, featuring 7 villas, 12 townhouses, and 39 apartments, have swiftly been claimed by those seeking luxury living.

The momentum is set for a dynamic surge in rental and tourism options, further elevating the allure of Luštica Bay.

ALMARA BEACH EXUDES AN AIR OF LEISURE, BLENDING WELL-CHILLED WINES AND WORLD CUISINE FLAVORS TO CRAFT THE PERFECT LUŠTICA BAY BEACH EXPERIENCE

For Flying TO BE SUSTAINABLE

Achieving Net-Zero Carbon Emissions by 2050 is aligned with the Paris Agreement

The International Air Transport Association (IATA) 77th Annual General Meeting approved a resolution for the global air transport industry to achieve net-zero carbon emissions by 2050. This commitment will align with the Paris Agreement goal for global warming not to exceed 1.5°C.

“The world’s airlines have taken a momentous decision to ensure that flying is sustainable. The post-

COVID-19 re-connect will be on a clear path towards net zero. That will ensure the freedom of future generations to sustainably explore, learn, trade, build markets, appre-

ciate cultures and connect with people the world over. With the collective efforts of the entire value chain and supportive government policies, aviation will achieve net

GOVERNMENTS MUST BE ACTIVE PARTNERS IN ACHIEVING NET ZERO BY 2050

zero emissions by 2050,” said Willie Walsh, IATA’s Director General.

Achieving net zero emissions will be a huge challenge. The aviation industry must progressively reduce its emissions while accommodating the growing demand of a world that is eager to fly. To be able to serve the needs of the ten billion people expected to fly in 2050, at least 1.8 gigatons of carbon must

be abated in that year. Moreover, the net zero commitment implies that a cumulative total of 21.2 gigatons of carbon will be abated between now and 2050.

A key immediate enabler is the International Civil Aviation Organization’s (ICAO) Carbon Offsetting and Reduction Scheme for International Aviation (CORSIA). This will stabilize international emissions at 2019 levels in the short-to-medium term. Support for this was reaffirmed in today’s resolution.

Industry-wide Collective Efforts

The path from stabilizing emissions to emissions reductions will require a collective effort. All industry stakeholders, including governments must each individually take responsibility to address the environmental impact of their policies, products, and activities. And they must work together to deliver sustainable connectivity and ultimately break aviation’s dependence on fossil fuels.

“Achieving sustainable global connectivity cannot be accomplished on the backs of airlines alone. All parts of the aviation industry must work together within a supportive government policy framework to deliver the massive changes that are needed, including an energy transition. That is no different than what we are seeing in other industries. Road transport sustainability efforts, for example, are not being advanced by drivers building electric vehicles. Governments are providing policies and financial incentives for infrastructure providers, manufacturers and car owners to be able to collectively make the changes needed for a sustainable future. The same should apply to aviation,” said Walsh.

The Plan

The strategy is to abate as much CO2 as possible from in-sector solutions such as sustainable aviation fuels, new aircraft technology, more efficient operations and infrastructure, and the development of new zero-emissions energy sources such as electric and hydrogen power. Any emissions that cannot be eliminated at source will be eliminated through out-of-sector options

such as carbon capture and storage and credible offsetting schemes.

“We have a plan. The scale of the industry in 2050 will require the mitigation of 1.8 gigatons of carbon. A potential scenario is that 65% of this will be abated through sustainable aviation fuels. We would expect new propulsion technology, such as hydrogen, to take care of another 13%. And efficiency improvements will account for a further 3%. The remainder could be dealt with through carbon capture and storage (11%) and offsets (8%). The actual split, and the trajectory to get there, will depend on what solutions are the most cost-effective at any particular time. Whatever the ultimate path to net zero will be, it is absolutely true that the only way to get there will be with the value chain and governments playing their role,” said Walsh.

The resolution demands that all industry stakeholders commit to addressing the environmental impact

Technology exists, but production incentives are needed to increase supply and lower costs.

The resolution calls on governments through ICAO to agree a long-term goal equivalent to the industry’s net zero by 2050 commitment. In line with the longstanding approach to managing aviation’s climate change impact, the resolution also called for governments to support CORSIA, coordinate policy measures and avoid a patchwork of regional, national, or local measures.

“Governments must be active partners in achieving net zero by 2050. As with all other successful energy transitions, government policies have set the course and blazed a trail towards success. The costs and investment risks are too high otherwise. The focus must be on reducing carbon. Limiting flying with retrograde and punitive taxes would stifle investment and could limit flying to the wealthy. And we have never seen an environment tax

Electric and/or hydrogen aircraft for the regional market (50-100 seats, 30-90 min flights) become available

2040: SAF production is 229 billion liters (39% of total fuel requirement). Hydrogen aircraft for the short-haul market (100-150 seats, 45-120 min flights) become available.

2045: SAF production is 346 billion liters (54% of total fuel requirement).

2050: SAF production hits 449 billion liters (65% of total fuel requirement).

“SAF will fuel the majority of aviation’s global emissions mitigation in 2050. The recently announced US Grand challenge to increase the supply of SAF to 11 billion liters (3 billion gallons) by 2030 is a great example of the kinds of policies that will drive aviation sustainability. Similarly, the announcements from several big energy suppliers that they intend to produce billions of extra liters of SAF in the near term are welcome. But we cannot tolerate announcements with no follow-up. To be meaningful, fuel suppliers must be accountable for delivering SAF at cost competitive prices.

of their policies, products, and activities with concrete actions and clear timelines, including:

Fuel-producing companies bringing large scale, cost-competitive sustainable aviation fuels (SAF) to the market.

Governments and air navigation service providers (ANSPs) eliminating inefficiencies in air traffic management and airspace infrastructure.

Aircraft and engine manufacturers producing radically more efficient airframe and propulsion technologies; and Airport operators providing the needed infrastructure to supply SAF, at cost, and in a cost-effective manner.

The Role of Governments

The energy transition needed to achieve net zero must be supported by a holistic government policy framework focused on realizing cost-effective solutions. This is particularly true in the area of SAF.

actually fund carbon-reducing activities. Incentives are the proven way forward. They solve the problem, create jobs and grow prosperity,” said Walsh.

Milestones

The combination of measures needed to achieve net zero emissions for aviation by 2050 will evolve over the course of the commitment based on the most cost-efficient technology available at any particular point in time. A base case scenario as follows is the current focus:

2025: With appropriate government policy support, SAF production is expected to reach 7.9 billion liters (2% of total fuel requirement)

2030: SAF production is 23 billion liters (5.2% of total fuel requirement). ANSPs have fully implemented the ICAO Aviation System Block Upgrades and regional programs such as the Single European Sky

2035: SAF production is 91 billion liters (17% of total fuel requirement).

“The way forward for all means of carbon mitigation will be scrutinized. We will match commitments to achievements in reporting that makes it clear how we are progressing. Engaging with travelers, environmental NGOs and governments based on transparent reporting will ensure that our flightpath to net zero is fully understood,” said Walsh.

Ambition

“There will be those who say that we face impossible numbers and technical challenges. Aviation has a history of realizing what was thought to be impossible—and doing so quickly. From the first commercial flight to the first commercial jet was about 35 years. And twenty years on we had the first jumbo jet. Sustainability is the challenge of our generation. And today we are launching a transition that is challenging. But in 30 years it is also within reach of human ingenuity, provided governments and the whole industry work together and hold each other accountable for delivery,” said Walsh.

SUSTAINABILITY IS THE CHALLENGE OF OUR GENERATION

THE UNIQUE TOURIST COMPLEX in Croatia

MK Group and Aleksandar Group’s investment in Croatian tourism worth over 100 million euros

Petram Resort & Residences, a unique hotel-residence complex with integrated premium facilities and services that guarantee a five-star vacation experience, was officially opened in Savudrija, in the presence of a large number of dignitaries from social and public life. Petram Resort & Residences represents MK Group’s investment in Croatian tourism, the value of which is more than 100 million euros, which was realized in partnership with Aleksandar Group.

The complex covers almost 85,000 m2 and contains 55 villas and 197 apartments of modern design, built according to the highest standards of green construction.

In addition to accommodation facilities available for rent or purchase, within the resort guests have access to three restaurants, two swimming pools, wellness and sports facilities, as well as property management with 24hour support. Petram’s trademark is the longest infinity rooftop pool in Europe, 105 meters long.

Nebojša Tatomirov

On behalf of investors MK Group and Aleksandar Group, Mihailo Janković, general director of MK Group, addressed the gathered guests. “This project is a synergy of the rich experience that Aleksandar Group has in construction with over 2 million built square meters, and the expertise of MK Group, which has been operating in the luxury hotel industry for 15 years. We entered this project believing in the potential of Savudri-

direction of the development of Croatian tourism. The Government of the Republic of Croatia will continue to create an encouraging and safe investment environment in tourism,” said Nikolina Brnjac, Minister of Tourism and Sports of the Republic of Croatia.

The official opening of Petram Resort & Residences was attended by Vili Bassanese, the mayor of Umag. “The benefits that Petram

Resort brings – the impact on employment, the use of top indigenous products, the impact on gourmet and sports tourism, are the benefits of the entire community. I am glad that another valuable investment was realized in the area of Umag and I thank everyone who participated in the realization of this project”, said the mayor of Umag.

More than 100 construction companies, over 60 suppliers of various equipment, and more than 1,700 workers participated in the Petram Resort construction project over the past two years. This is MK Group’s second major investment in the area of Savudrija, where the Kempinski Adriatic hotel, which is owned by this company, is already successfully operating.

ja, and Petram has become a symbol of the new, cosmopolitan Istria for us. The development of this destination while preserving its values is one of the promises that MK Group makes in the year of the great jubilee, when we celebrate 40 years of creation,” said Janković.

“Such investments in Croatian tourism contribute to the quality and diversification of the destination, and I believe that they will further enrich the tourist offer of Istria.” I am glad that this premium tourism project respects all the principles of sustainability, because it is the main strategic

Longest Gondola in the World

The Zlatibor Gold Gondola Lift, the longest such panoramic lift in the world, is a new tourist attraction. At nine kilometers long, this state-of-the-art air route connects the center of Zlatibor with the ski center of Tornik via Ribnica Lake, where a stopover station will be located. The gondola lift can transport 1,200 passengers every hour, and the journey takes about 25 minutes.

Photo: © Zlatibor tourism organization

Life as a great smile

I’ve never written a Eulogy, and I am not feeling like doing it now because even though its meaning is one of blessing, dedication, and celebration, somehow it always meant something sad to me - and Tony Bennett’s life was not gloomy. On the contrary, it was a great smile.

I had the honour and privilege to meet the gentleman, and even though I was no stranger to being in the presence of great men, with him I had an unusual trepidation. It helped a lot that I had been friends with his daughter Antonia for years, but I still trembled.

During my quarter of a century in New York, I had the opportunity to meet many great people, and I was always impressed by the „old guard” to which Mr. Bennett belonged.

People will always write and talk about his music for eternity, and I was most impressed by his immediacy and openness that made you feel like you were old friends and the tremors would soon disappear.

My father loved Sinatra very much, but he used to repeat what everyone knew - Sinatra said that Tony Bennett was the best singer in the business. Antonia often told me various anecdotes, and what was always most impressive to me was the amount of

talent she inherited from her dad and how much he always supported her.

I have read many eulogies dedicated to Tony Bennett, but I was particularly moved by the one written by Lady Gaga, who would often sing and record with him. That is perhaps the best indicator of how great someone washe marched with Martin Luther and wanted to sing with a diva 50 years younger.

Someone who forgot faces and names but never, not once, a single text, a single melody. All the way to the end. He didn’t leave his heart in San Francisco but in all of us. May he rest in heaven’s glory!

Ivan Fece Firči

TONY BENNETT (1926-2023)

Singer Tony Bennett performs on the main stage at Key Arena in Seattle during the September 2, 2012, Bumbershoot music festival

Tony Bennett’s star on the Hollywood Walk of Fame

Reaching for Stars with the Piano – when Dreams Become Reality

Mina Krajnović Rusché graduated from musical high school in the class of Professor Olga Jovanović, finished her undergraduate studies in the class of Nevena Popović and got her Master’s degree in the class of Professor Vladimir Milošević at the Faculty of Music in Belgrade. She collaborated with many eminent musicians. During her education, she won 57 awards at both national and international competitions. Mina also performed in 5 solo concerts at the Serbian Academy of Sciences and Arts, Kolarac Gallery, ArtGet and Progres and performed at over 100 music festivals and concerts, as a soloist or as a member of chamber ensembles. She was a regular member of the ‘Chosen for the Chosen’ cycle, run by Vladimir Stojnić. Mina is also the brand ambassador of Strauss Rottman musical instruments. In addition to classical music, she also arranges and composes pop and film music and is a full-time professor at the Marko Tajčević Music School.

Could you tell us something about your upbringing in a musical family and when exactly did you fall in love with the piano?

I grew up in a family that always listened to good music, but still, when it comes to working professionally, I was the one who ‘broke the ice’. The piano is my first and greatest love and my ‘longest relationship’. I knew without a doubt that that was what I wanted when at the age of six, I heard the pianist Aleksandar Dujin play. That was it! My parents soon made my wish come true. My eyes were set on the piano and nothing else. That’s how it was then and that’s how it is now. I have invested my whole being into playing the piano.

The virtuoso pianist talks about her love for the piano, role models, plans and challenges in the world of classical music

MINA KRAJNOVIĆ RUSCHÉ pianist

by Nikola Gudelj READ THIS ON WEB

During your studies, you won numerous awards at prestigious international competitions. Which award would you single out as the most significant and what do those victories mean to you?

When I was still in school, and depending on the period and my life stages, awards had different meanings. Competition is like racing. Sometimes I entered competitions knowing that I would be judged by a professor who sometimes knew how to annoy and challenge me (perhaps that was the reason), sometimes because of the competition and sometimes out of spite. Whatever the reason was, love was always at the base of it. I cried countless times playing the piano, just because a thought of how important the piano is to me entered my head. The most important awards for me are the ones that confirmed my resolve to accomplish something I thought I could never accomplish.

to create and enjoy. As in life, I “complicate” things in music, making my own rhapsodies on the subject, but that’s my personal signature. I like to joke that my arrangements are my childrenI shape and nurture them every day.

What is the position of women in the world of classical music today? What challenges do talented pianists like you face?

I grew up in another world and then I suddenly became ‘exposed’ to this one, which I have a lot of objections to, especially as a girl walking on a trail that she blazed for herself. But I’m that crazy girl who continues to clear her path and dodge obstacles, and along the way, I like to thank myself for never giving up on little Mina’s dreams.

What was your collaboration with Stefan Zdravković like? How did

the idea of playing in his music video for the song “Divna” come about?

Stefan is a wonderful human being, a great musician and a colleague with whom I would always collaborate again. When he invited me to participate in the recording of his song and another guest appearance, I told him that I was building a solo career and that I would not like to appear as a piano accompaniment or a member of a band. But there are only very few people I want to play with today and he is one of them. Fun fact - Stefan and I were born on the same day, September 29th!

What motivates you the most in music? Which artists are your role models?

Inspiration is all around us. It is all about how we absorb and how much we ‘feel the feelings’. I feel everything on the tenth degree. As for musical role models, there were quite a few over the years, not only from the world of classical music. I am a huge fan of Freddie Mercury, a real fan, the kind that would turn back time, only to touch him and then not wash my hands for the next three years. Queen’s songs catapult me into space and give me zest and confidence when I need it.

You collaborated with eminent musicians during your career. What were your experiences like? Did any of them particularly influence you?

I met and collaborated with many eminent musicians, performers and professors, but no one left such a big mark and seal on me as my teacher from elementary and high school, my „musical mother“, as I like to call her - Olga Jovanović. I could write three books about her, but all I am going to say is that every emotion I give while playing, would not have been able to find its way out if she had not taught me that. Other teachings were merely ‘academic’.

In addition to classical music, you are also involved in more modern genres. What does the process of creating and arranging pop and film music look like?

It’s a wonderful process that gives me all the freedom in the world

What advice would you give to young musicians who are just starting their journey in the world of music? How can they stay committed to realizing their dreams despite the challenges they may encounter?

I beg the new, young generations to never become ‘indifferent’ because it is not the same and despite the trends that dictate that you have to be ‘cool’, to never become ‘cool’. That would be my appeal. When you love and want something, be aware of it, own your desire and fight for it as if your life depends on it because it does.

What are your plans and wishes for your career? What are you currently working on and what are you most looking forward to?

I think I am on the threshold of a new chapter and I hope or rather I believe that I will bring the best of myself now. And I am extremely happy about that.

OWN YOUR DESIRE AND FIGHT FOR IT AS IF YOUR LIFE DEPENDS ON IT BECAUSE IT DOES

from private archive

from private archive

from private archive

Unlike other national minorities (Hungarians, Croats, Slovaks, Romanians...), the Roma from Vojvodina do not have a home country that is an EU member and therefore possess no EU passports. They are much less likely to move to a city for studies, they have a significantly higher birth rate than the others and are slowly becoming the majority in several Vojvodina villages. Our society, however, does very little for their inclusion and this threatens to become a huge problem in some areas.

In the village of Pivnice in Bačka County, the majority of residents are Slovaks, so the local elementary school has had two Slovak classrooms and one Serbian in each generation. In the Serbian

The Romanoffs from Lenin Street

classroom, Roma students have been the majority for years. In recent years, it became a regular occurrence for some parents to enrol their children in a school in the neighbouring village of Despotovo, where there is almost no Roma. A similar worrisome phenomenon has been observed in some urban areas, in the Novi Sad neighbourhood of Klisa for instance, where for this reason there are two almost completely ethnically clean elementary schools - one “Serb” and one “Roma”.

In the village of Vajska in the Bač municipality, the Roma population has grown from 20% to over 50% in 20 years (from the 2002 census to the 2022 census). In the Aleksa Šantić elementary school in this village, Roma children have been the majority for years. While cycling in the village of Radojevo in the municipality of Nova Crnja, right on the border with Romania, we stopped at a local store where the Stanko Krstin Elementary School graduation board was on display. Of the five young graduates - four of them were Roma

children. There are only a few employees in the village who work at the school, local administration, shop and clinic, and all other residents live on welfare. A similar thing has happened in other villages like Deronje, Tovariševo, Bogojevo, Bački Monoštor, Popinci and Beočin, where Roma make up a significant percentage of the population. According to the 2022 Census data, the percentage of Roma is highest in the municipalities of Nova Crnja (11.46%), Beočin ( 8.9%) and Novi Kneževac (8.6%). Where Roma make up over 10% of the general population, their children make up an average of 50% of school students and where members of this community make up over 20% of the general population, the little Roma children make up around 80% of school

In half a century, the number of Roma in Vojvodina has increased fivefold and their share in the population has gone up by six times, while the number and share of members of other national minorities has been constantly decreasing

THE INADEQUATE INCLUSION OF ROMA HAS LED TO THE VAST MAJORITY OF THEM BEING LEFT OUTSIDE THE ECONOMIC, CULTURAL, EDUCATIONAL AND OTHER SOCIAL SEGMENTS

House in Romani settlement in Vajsa village © Robert Čoban

students. These data depict a real situation about which representatives of state bodies and NGOs in charge of “Roma inclusion issues” know little and speak even less.

This state of affairs came about for several reasons. The first is that the Roma, unlike other minority groups in Vojvodina (Hungarians, Croats, Slovaks, Romanians...) do not have a home country that is a member of the EU, and therefore do not have the possibility of easily obtaining an EU passport, which inevitably limits their employment opportunities in developed European countries. Some see the reason in the large repatriation of Roma from EU countries that happened more than a decade ago. The third reason is, of course, the birth rate, which is significantly higher among Roma than in the average population. The fourth reason is that a very small number of Roma decide to attend high school (28%) and a negligible 1% go to universities, which is why they continue living in rural areas while most young members of other national communities go to study in big cities or abroad.

All this led to the fact that in half a century, the number of Roma in Vojvodina increased fivefold and their share in the population increased sixfold, while the number and share of members of other minorities has been constantly decreasing. It is interesting to note the trend in the number of Roma in Vojvodina and their share in the population - from the 1971 Census to the 2022 Census, their number increased from 7,760 to 40,938. Although between the 2011 and 2022 census, the number of Roma decreased slightly, their share in the population increased because the total number of inhabitants in Vojvodina declined much more. Between the last two censuses, Roma in Vojvodina overtook Slovaks and Croats and became the third largest national community in Vojvodina, right behind Serbs and Hungarians. It is believed that there are more Roma than the results of the census indicate, because some of them living in western Bačka traditionally declare themselves as Romanians (they immi-

grated from Romania at the beginning of the 19th century), and a large number of them are also cited under census categories as “undeclared” and “not known”.

Even in areas where the contribution of local Roma is undeniable - like music – they are still frequently denied. That’s how I got to know the story of Black Steva (Crni Steva) last year in Silbaš.

Silbaš was mentioned in one of the most popular songs by Zvonko Bogdan called “An Old Double Base”. This is a staple at almost every string orchestra concert. A particular lyric from “An Old Double Base” goes like this – “a gypsy from Bačka, Crni Steva from Silbaš, took an old double bass under his wing and polished it like a horse carriage. He took off the old wire, changed the keel, greased

all the wedges and made the old double bass smile”.

The former Branislav Nušić Street in Silbaš, where Stevan Nikolić, a.k.a. Crni Steva, the famous tambourine player, was born, is today called the Crni Steva Lane, still the houses bear the old street signs. Today’s residents of this street, mostly inhabited by Roma, barely remember Crni Steva, whose also famous son, Moma Nikolić, the last of the “Eight Tambourine Players from Petrovaradin”, recently died in Canada. Due to the high costs of transporting the body to his homeland, the family decided on cremation. Because he was cremated, the Serbian Orthodox Church refused to perform the burial ceremony, although there are known exceptions to this rule, like Nikola Tesla, for example.

Unfortunately, the monument erected in honour of Crni Steva, the tambourine player who made Silbaš famous, is not located on the Petrovaradin Fortress or in his native village, but in front of the Zvonko Bogdan Winery, where in 2018, it was unveiled by Zvonko Bogdan, together with the statue of Janika Balazs and the statues of the other “Eight Tambourine Players from Petrovaradin”.

When you visit the Roma segment of the cemetery in the village of Deronje, you will notice a smiling image of a tambourine player on almost every other monument. Every morning, especially on weekends, a dozen vans with sleeping tambourine players who entertained guests all night in bars in Novi Sad, Sombor or even Osijek still return to this place.

According to research conducted by UNICEF in 2019, which I had access to, the Roma population (83%) is drastically more exposed to the risk of poverty than the rest of the population (25% of the total population). Only 7% of Roma children go to preschools, while 61% of children in the total population attend preschool. In terms of elementary schools, which is mandatory, Roma (92%) are close to the percentage of the total population (99%), but when it comes to attending high school, the difference is quite drastic - only 28% of Roma children attend, while

THE MAJORITY OF ROMA IN THE VILLAGES OF VOJVODINA ARE ON WELFARE AND MANY OF THEM DO NOT EVEN HAVE PERSONAL DOCUMENTS

Lenin Street in Debeljača

the percentage of high schoolers in the total population is 94%. Even more worrying is the fact that the average life expectancy of Roma women in Serbia is 48 years. The average life expectancy of women in Serbia is 78 years, so 30 years more. Only every hundredth Roma in Serbia lives to be 60 years old.

Hence, the inadequate inclusion of Roma has led to the vast majority of them being left outside the economic, cultural, educational and other social segments. On the other hand, due to the chronic lack of workforce, Serbia massively imports workers of various profiles from Nepal, India, Bangladesh, Pakistan, Vietnam and Cuba.

On the other hand, the majority of Roma in the villages of Vojvodina are on welfare and many of them do not even have personal documents.

Last but not least, here is a completely different Roma story from Vojvodina. While cycling through the village of Debeljača in the Kovačica municipality, we heard from our hosts Klara and Nada that Roma from Russia moved to this place after the October Revolution. Most of them have the surname Romanoff or Ivanov. They chose Debeljača because of the traditional tolerance of the Hungarian Protestant population there (the largest Protestant church in the former Yugoslavia is located here). Hungarian Protestants in Debeljača were significantly more tolerant towards Jews than Orthodox and Catholics, so before the Holocaust, this is where the high-

est Roma concentration (in percentages) was in Vojvodina. Igor Karanović, a priest in the local Orthodox Church of the Transfiguration of the Lord, showed us a prayer book in Russian that these Orthodox Roma from Russia had brought with them.

Klara and Nada told us that the Romanoff family has been running a feather pillow and quince workshop for 70 years here and that some scenes from the film “I Even Met Happy Gypsies” were filmed here in 1967. When we reached the house of the Romanoffs, which also houses the workshop, I realized that they live in Lenin Street, the title of this article immediately sprung to my mind. Roma who took the surname of the Russian imperial family lives in a street named after the person who overthrew that family and ordered their execution.

Katarina Lehart Romanoff (Romanov in Serbian) is a Slovak from Kovačica. She married into the Romanoff family and with her husband, who recently passed away, continued to produce feather-based products. “We collect goose feathers all over Banat County. The pillowcases

must be made of pure cotton and the stuffing must be made of pure goose feathers”, Katarina explains to us while her hand is full of incredibly soft down that she takes out of a bale while, at the same time, showing us the entire production process. She tells us about how her father-in-law told her that during the filming of “I Even Met Happy Gypsies”, actors Bekim Fehmiu, Mija Aleksić, Olivera Vučo, Gordana Jovanović, Bata Živojinović and others slept in their house.

The film “I Even Met Happy Gypsies”, directed by Aleksandar

Saša Petrović, won the Grand Prix at the Cannes Film Festival in 1967, the award of the International Association of Film Critics, was nominated for the Golden Palm in Cannes, an Oscar for the best foreign film in 1968 and a Golden Globe Award for the Best Foreign Language Film in 1969.

The English title of the film (“I Even Met Happy Gypsies”) is actually a translation of one of the lines from a soundtrack song “Đelem, đelem” - “Maladilem šukale romeja” (“I Even Met Happy Gypsies”). We also met happy Gypsies here in Debeljača.

Feather gatherers: Romanoffs pillow production familly workshop in Debeljača and scene from the movie “I Even Met Happy Gypsies”

The tomb of the famous musician Todor Jovanović in Deronje village

The Harder the Fight, the Bigger the Value of Fighting it

Being an investigative journalist even under perfect conditions and in the current era is a difficult and challenging job. Doing such work in Serbia and dealing with issues such as human and weapons trafficking and ties between the state authorities, the mafia and crime is nothing short of heroic. Saša Dragojlo is a role model and a source of pride for all honourable journalists and it was an extraordinary honour for us to speak with him. In this interview, he speaks about his profession, his current engagement and whether he is a little afraid of AI despite being known as a fearless journalist.

We live in a time when journalists (media) create the truth, instead of searching for it and revealing it to the public. What is your view,

as an investigative journalist, of modern journalism?

For me, journalism is reporting on reality in the public interest, giving a voice to the powerless, and a control mechanism in reining in the most powerful parts of society. In this sense, journalism is a dy-

from donors. At the same time, due to the servile attitude towards corporate-political interests, the trust that ordinary people have in the media has declined. With the advent of social networks, people become victims of fake news, their own media illiteracy and the echo chamber of their own ego.

AS SOON AS SOMEONE WANTS SO MUCH TO REMOVE YOU OR REDUCE YOU TO A HARMLESS LEVEL, IT MEANS THAT YOU ARE ON THE RIGHT PATH AND THAT YOU STILL HAVE AN EXTREMELY IMPORTANT ROLE TO PLAY

ing species. The paradox of journalism is that it lives off advertisers and all kinds of financiers, which it should, at the same time, control and “call out”. That, unfortunately, is its structural position in the global capitalism we live in, where most serious journalistic organizations live on crumbs

These are two sides of the same coin – (p)redeemed quasi-media and layman narcissism of social networks. The system wants to turn journalism into more or less open PR, however, that is exactly the charm of being part of the journalistic calling nowadays. As soon as someone wants so much

to remove you or reduce you to a harmless level, it means that you are on the right path and that you still have an extremely important role to play.

How difficult it is to be an investigative journalist in Serbia? I assume that you have never been as busy as you are today, but I am wondering if it is possible to do it well and safely?

Few newsrooms in Serbia do their work in a serious and quality manner. And they do it despite the stress of work, internal and external pressures and lack of money and time because let’s not forget - today speed and producing as many “products” as possible in as little time as possible are the only imperatives. Security is a complex topic. I think that local journalists are the most vulnerable because they are left at the mercy of the local bosses and

Most of the investigative articles end up in the historical archive and a study about a dishonourable period

SAŠA DRAGOJLO investigative journalist, BIRN

©

Goran Zlatković

their criminal helpers. Those of us who work in the media, who have contacts abroad and a global reputation among colleagues are doing better for now. The emphasis is on “for now”, because every government has its own violent phase when the power structure is falling apart, and everyone is hunting in the dark and grasping at the straw of salvation. That straw might as well be a weapon.

Threats to journalists and attacks on their property and lives do not happen only in Serbia. There are numerous examples of that even in the EU (Cyprus, Slovakia, Malta, the Netherlands, France...), but why is Serbia different in this regard?

Serbia’s peculiarity lies in the fact that the current regime is fundamentally important for the powerful in Euro-Atlantic circles and vice versa. Because of that stableocratic symbiosis, there have been no murders of journalists in Serbia for a long time. Still, journalist Milan Jovanović and his wife were almost burned alive. Also, investigative journalists were stalked, their apartments have been raided and tabloids have been engaged in constant satanization of journalists. Character and deed assassination is sometimes a much more effective means of elimination. Speaking of this topic, we should also wait to see what the final verdict will be in the case of Slavko Ćuruvija’s murder. The defendants were freed to defend themselves pending the final judgement. That’s very indicative.

Can we talk about the lack of media freedom in Serbia or is this, perhaps, a global phenomenon with local varieties?

The situation is very peculiar in Serbia because the current regime really does not tolerate any criticism. Controlling the narrative is one of their favourite activities. That is why they control the TV stations that have been assigned a national broadcasting frequency because that is what the majority of our long-suffering people watch. Of course, there are tabloids too – the cheapest and least demanding pile of paper with imprinted letters and pictures. Also, the meticulous persistence in monitoring every critical voice and the attempts to silence that

voice have entered the realm of pathology.

You have been reporting a lot on migrants and have cooperated with the media and colleagues from the region on that topic. How neglected is this topic in Serbia? Why is so little known and talked about shootings and conflicts in and around Subotica?

Migrants are always marginalized. They are the most endangered category on the planet. They do not have a territory that they can consider their own, they are not in the system, they have no documents that show they belong somewhere and they are left to the chaos of fate ruled by violent smuggling gangs and corrupt policemen with a license to beat them. They are invisible and in order for them to become media news, there has to be a shooting. However, we are not talking about migrants shooting each other, but rather a cruel reckoning between

lems facing our society or is it uninterested in them?

Two things are going on here. First, I think that many people are aware of the problem, however, our public is anaesthetized as a result of powerlessness, poverty and a deeply established hierarchy where the stronger one is oppressor and where justice is scarce. Our structural position in the global system put us in a semi-colonial state where our rulers are just another link in the chain of exploitation. After years of struggle, they realized that our political and economic situation will not improve no matter who is in power, if the system is not fundamentally changed. In this sense, it is rational for them to collaborate with the “winners”. Another thing is that a lot of information cannot reach the mainstream, because the major media outlets do not report on it. Serbian Broadcasting Corporation (RTS) never reports about the discov-

fidential report compiled by the Serbian Defence Ministry which shows that the state practically admitted its mistakes. Thanks primarily to the persistence of the Milivojević family, two factory managers were sentenced to 3 years in prison each. This is a rare example of someone being convicted in worker murder cases and I’m happy to have been a part of it. Of course, these results are not enough as most of my investigative articles end up in historical archives and are a study about a dishonourable period. State institutions are trapped and until the people working in those institutions wake up, we can hardly move forward.

What is your stance on using artificial intelligence in journalism? Is new technology a threat to our profession? Are we going to start seeing soon a footnote that says “This article was written by a human being”?

smuggling gangs over business and territory, and in some cases also injured egos. It is not even important to talk about it too much, because it can bring xenophobic cacophony into the ether that will fuel the fire of the current situation. Professional reporting is needed, with respect for ethical codes and with the bigger picture in mind.

However, the fact that the state of Serbia allowed a war between well-armed gangs on its own territory is proof of the deep corruption in which we are drowning. Serbia plays the role of EU border guard, while at the same time, also playing a double game - cooperating with smugglers, making money from the misfortune of others and creating an extremely dangerous situation on the border with Hungary.

Even with this kind of media image, Serbian society has many investigative journalists like you, but your voice is not heard far and loud enough. Is the public in Serbia deaf to the obvious prob-

eries of the investigative media, while PINK TV brands investigative journalists as “traitors of the state”. Solidarity and values of the community (unless they are rooted in nationalism) were destroyed during the war and transition and everyone is an enemy to everyone in the market of interests. But we should not give up on the awakening of our people. The harder the fight, the bigger the value of fighting it.

Can you give us at least one example from your work, where your findings triggered an investigation or action by the competent authorities against the culprits, or are their activities limited only to actions against the journalists who discover it?

I am proud to report on the accident at the Milan Blagojević Company where two workers died in 2017. I wrote about it for years and made a documentary for Insider called “Humans and (In)Humans”. There has been plenty of published evidence that was used during trial, primarily the con-

I think the use of AI is generally dangerous, even in our profession. And I am not saying that because of technology, but because of the ideological fabric of the world in which AI is created and perfected, a world in which corporations unscrupulously compete to see whose AI bot will be faster, stronger and better, without being concerned for the future and possible consequences. I think that regulating tech giants is basically a prerequisite for everything not to go to hell. Not just because of AI, but other things too. AI can be useful to journalists, but with the stage set like it is today, it can make them even more dull and irresponsible. Also, it can replace many. An AI bot can eliminate the media’s important intermediary role, as citizens will go directly through the bot to get information. We all know how often that information is inaccurate, misleading and can result in people becoming even more ignorant and have uncritical bias. There is certainly no need to worry about investigative journalists because AI cannot replace the persistence of digging for information on the ground, working with sources and establishing a relationship of trust with them. Also, it cannot spot holes in the documentation the way a quality journalist can. In this sense, AI as a tool YES, as a fetishism that sighs on the pedestal of human civilization - absolutely and resolutely, NO.

OUR PUBLIC IS ANAESTHETIZED AS A RESULT OF POWERLESSNESS, POVERTY AND A DEEPLY ESTABLISHED HIERARCHY WHERE THE STRONGER ONE IS THE OPPRESSOR

The List: People who change Belgrade

Belgrade a city with a soul, where every street and every person tells their own story. Throughout this city’s history, people have left their mark and influenced its appearance, architecture, gastronomic offer, and the habits of the people of Belgrade. But here’s the thing about being influential: it’s not for everyone. It takes a certain kind of person to stand out in a crowd and be heard. Let’s take a look at some of the men and women who have made their mark on Belgrade in a feature column by Duška Jovanić, which is out each month.

NOTE: The list is made in alphabetical order

Dandy 1

ALEKSANDAR DJORDJEVIĆ

Dandy – a man (unduly) concerned with looking stylish and fashionable.

“Hisfloppyhandkerchiefsandantiquecufflinks gave him the look of a dandy”.

Although the term dandy doesn’t require an explanation, in the case of Alex Djordjević it seems as if he has been a dandy since he was a child.

It all started with an old timer. With the money he got from his grandmother, he went to London in 1995 and bought an ‚85 Jaguar XJS. „Serbia was in a crisis back then and I was only twenty-five years old once in my lifetime.” It was his first classic car, which he still keeps in his garage. The rest is the ten-year history of the famous Belgrade exhibition of sophisticated luxury. His memories of Belgrade include certain legendary places and clubs, but also people who were taken away from us by drugs and wars. He refused to remember Belgrade in that light.

„My Belgrade is a big city with small circles of extremely cool people - world-renowned personalities gathered in our circles, which we internally categorized as BCBG/non-plus ultra”. He is glad that he had several stages in his life and parallel careers - from the media to the marketing world where he created „The Night of Advores” together with Goga Grubješić. Then he started focusing on eventful artisanship (but not on small-town luxury) through the prestigious 24 Hours of Elegance project, which put Belgrade on the global map in a completely different and unexpected way. The event, which focuses on collectors and aficionados, of not only old cars, but also tailor-made suits, shirts and shoes, brought this refined man back to Serbia and he has been here ever since.  Mr Degorsi has thus become not only a great master of elegance but also the best ambassador of his country and origin. It is no wonder that his view of the world is considered bespoke, in which he is truly a private customer.

Poet, novelist, essayist and translator. The first Serbian woman to receive a doctorate in literature from Princeton. The favourite personality of fashion photographer Marko Glavian. A style icon. World traveller. She lived in New York for decades and after her long trip to the Far East, she ended up writing travelogues called “The Jade Window”, which are a real literary gem. Despite the planetary adventures of this free spirit, she always carried Belgrade with her. She has unpacked her travel bags to stay a bit longer in her city, which, it seems to her, is slowly regaining its cosmopolitan charm, something that she always brought to Belgrade from her worldwide travels. Her book “Sketches for Portraits”, a kind of literary geography of unforgettable encounters, is a must-read for American literature students. Conversations with the greatest literary figures of our time (Harold Bloom, Saul Bellow, Allen Ginsberg, Joseph Brodsky, Jerzy Kosinski, Charles Simic, and Susan Sontag) came spontaneously, often in unusual circumstances, and

sometimes in the bathroom on New Year’s Eve. Her fabulous book “The Silk King” is a rare postmodernist thriller about a charismatic type of confidential biography. In “Search for Lolita”, a stream-of-consciousness novel with elements of a love drama and images from Maja’s emotional life, is a wonderfully layered homage to Nabokov’s naughty girl. Who was Nikola Tesla? “The Genius Who Gave Us Light” is an intimate biography about a lonely genius without a family, whose ideas and inventions truly changed the world. After Tesla, she gave us the touching story of “Ma Bella: Mabel Grujić, The First American Lady of Serbia”. To put an end to an intriguing artistic and female destiny worthy of a Hollywood script with she wrote „The Nine Lives of Milena Pavlović Barilli”. This year alone, Maja Herman received several literary awards and recognitions in India, China and Italy. It turns out that Goethe was right when he said that “the best poetry will be created when women start writing it”.

© Goran Popovski

MAJA HERMAN SEKULIĆ Society icon

In the era of general practice influencers, she remained just that – an “it” girl. Muse. Actress. Pianist. Art historian. Society etiquette nerd. Trendsetter. Ambassador of fashion house Tod’s. Her fashionable self wears a cashmere sweater, slim-fit trousers, a classic trench coat and boots resistant to everyday glamour. No makeup. Yes to the national costume. Her „former” life was like the best episodes of the Gossip Girl fashion soap opera, only in the European way. She was born in Paris. Her mother, Sonja Stojanovic, was a famous model for Yves Saint Laurent, and her dad Vlada, an undisputed Belgrade hunk from the 1970s, celebrated by Vogue and later becoming an acting partner of Isabelle Adjani. As a little girl, she often encountered Moravia, Belmondo or Delon in their living room. Those were the days! She posts sweet nostalgic memories of those days on Instagram. Then the famous photographer Peter Lindbergh saw in her the new Nastassja Kinski. She is one of the few

Serbian women who were recognized by the relentless Anna Wintour for her non-progressive taste and style. In Vogue, black on white, although Sara wore pink. She also appeared in the ad campaign with the irresistible, but not tall-enough Jude Low. When she suggested to him that she should take off her shoes, he said it was a great idea! She was and remains the queen of flat shoes. For a time, she was the head of a prestigious Event Department. This renaissance woman’s CV also includes a passion for furniture restoration and interior design. Today, she most looks forward to gastronomic weekends in Tuscany, where she got married elegantly and in sophisticated silence. She is adamant that Belgrade maintains its magic, bohemian spirit and authenticity, which are disappearing under the threat of globalization. She can be loud when she threatens - Belgrade, you mustn’t forget who you are! Dear women from Belgrade, be like Sara. Worth a try!

When you meet this tall, athletically built, long-haired guy on the street from the famous and often pejoratively called town centre, he won’t even say “hey”, much less “goodbye”, but „hello”, as if he comes from an analogue world that we left a long time ago. Despite this, you can’t view him only as a cultured, so to speak „golden” boy, because he doesn’t even try to be that. As a worker in the creative industry, he is interested in the magic of modern human existence and has had noteworthy experiences in this. He often writes sentences that keep you awake. He graduated from the Fifth Belgrade Gymnasium and the Faculty of Political Sciences. He earned his first money by getting a karate scholarship. Later he was the European champion in the sport but doesn’t wear a karate gi. He sees that as conceited. During his studies, Stefan was a beer server in pubs and at rave parties.

Today he is a journalist, editor, good at inspiring people and an instigator of good ideas.Although he waved to us from the cover pages of licensed magazines and business portals, he reckons that he is the strongest in @akcijanje-u-akciji. And in free climbing. During all this time, he has been a safe keeper of the DNA of the (un)forgotten Belgrade, its ladies and bad boys. „Belgrade is in my bloodstream. I once dreamed that I was kidnapped and that the kidnappers wanted to harm me. When they cut my right and left forearms, instead of blood, the Danube and the Sava flowed out of them. The rivers overflowed my executioners. I saved myself and continued sailing. Whenever I remember that dream, I know that Belgrade is as it should obviously be. It’s in the bloodstream. Goodbye!” Why is Stefan Tošović not like other guys? Because the world is full of other guys.

He is one of the most important visual artists of our time. His works are engaging, often loaded with historical references. He admits that he is always trying to expand his horizons and possibilities, thematically and technically, although they don’t leave his world and vision. It is impossible to imagine the spirit of Belgrade without this fifty-eight-year-old young man with slicked-back hair, slow gestures and a soft voice. He is like that when he gives a diagnosis of beauty: „It’s when you get that sudden blackout or enlightenment in your head.” This reaction to the inexplicable managed to shake him up last year. His biography is such that he feels relaxed and comfortable in it. Born in Belgrade in 1965. He graduated in architecture at the Ecole d’Architecture de Paris in 1991, with the project „Invisible Cities” inspired by Italo Calvino’s novel. He staged exhibitions of experimental architectural projects in Paris and Belgrade and was the director of the Serbian

Cultural Centre in Paris from 2012 to 2014. His other visual works include directing commercials and music videos in Serbia and France and designing covers for prominent Yugoslav bands in the 1980s and 1990s, primarily for the music band Ekatarina Velika (EKV). He was the artistic director of the campaign and ceremony of the reopening of the National Museum in Belgrade in 2018. Last year, he also published a book of analogue photographs titled “The Weird World”. „I collected them for years and put them aside because they were full of mistakes and irregularities and thus gained a dimension that other pictures do not have, which gives a distorted, but also a realistic representation of the world.” As he nonchalantly takes off his motorcycle helmet, it’s hard to believe that his style role models are old-school Hollywood hunks, Gary Cooper and Cary Grant. Or is that artistic representation just a part of his indisputable charm?

Privatna arhiva

© Nebojša Babić

STEFAN TOŠOVIĆ

The creative industry worker 4

VUK VIDOR Artist 5

APGRADE FESTIVAL

15-15

SEPTEMBER 2023

BELGRADE, LUKA BEOGRAD

SAMIT NESVRSTANIH FESTIVAL

7-10

SEPTEMBER 2023 BELGRADE

The Summit of the Non-aligned started as a skate competition. By riding on the streets and squares, we returned the skate to its initial urban spirit, and by celebrating the beauty of a successful trick, instead of an individual winner, we returned to the original sporting spirit. The Non-Aligned Summit is a gathering of skaters, artists, masons, and musicians. It is a summit where you will pass on the absorbed energy and thus encourage yourself and others to do what you love. In addition to “street” rides, which are the initial driver for the festival, this year’s program is designed in the form of film screenings, photo exhibitions, DIY, and film workshops. The festival is designed so that, for the first time in Serbia, the most current and most important art projects of skaters around the world are presented. The primary idea that includes these four days is to transfer knowledge and experience from each segment of skate culture to proletarians for whom skating is an unavoidable part of everyday life, but also to present this subculture to those who meet it for the first time.

Apgrade Festival heads back to Luka Beograd for the 2023 edition with two days of big names and even bigger sounds. The exclusive event will take place in the impressive industrial complex by the Danube River, following the path of last year’s edition that featured legendary performances by Sven Vath and Solomun. Apgrade is curating an es-

sential lineup that represents the diverse tapestry of global techno with plenty to enjoy from all corners of this constantly evolving genre. The festival firmly stands as a reinvigorating end-of-the-summer highlight, showcasing cutting-edge artists who prioritize innovation. Prepare to be transported through various layers and eras of the genre with headline sets from Richie Hawtin, Marcel Dettmann, Sama’ Abdulhadi, Curses, and an exclusive back-to-back set from Dr. Rubinstein & Tijana T. The festival goes above and beyond by featuring renowned European selectors, including Interstellar Funk, Sacha Mambo, and the debut performance by Berlin’s MSJY, ensuring a diverse and exhilarating musical journey. In an effort to showcase the diversity of the local scene, Apgrade has carefully selected Johana, Stellar Companion, Feloneezy, and Matej Rusmir to bring their unique styles to the stage.