Diplomacy&Commerce 70

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THE UNITED STATES AND SERBIA HAVE BEEN CLOSE ALLIES FOR 140 YEARS SUSAN FRITZ

USAID Mission Director in Serbia

WRITING IS A FORM OF SELF-HELP DUŠAN KOVAČEVIĆ

Director and screenwriter

FEARLESS FEAR MILAN ANTONIJEVIĆ Lawyer

SPECIAL EDITION

JAHORINA DEJAN LJEVNAIĆ Director of Jahorina OC

DJORDJE LEDERER’S BAROUCHE Reportage by Robert Čoban

WE ARE LOOKING TO IMPROVE OUR RELATIONS H.E. DANIEL EMERY

Ambassador of Australia to Serbia SPECIAL EDITION

CONFINDUSTRIA SERBIA 2021

PATRIZIO DEI TOS President of Confindustria Serbia

FOREWORD

The Power of the Brand ROBERT ČOBAN Director

hen I received the invitation to the World Media Marketplace magazine licensing fair in Dubai in December 2009, it came after a year of the severe economic crisis that shook the entire planet. Before that, we had bought various other licenses at WMM, such as those for Hello! and Brava Casa magazines and the like. However, 2009 did not seem to be the right time to do new business, many magazines were shutting down around the world and the media industry was stumbling under blows from two sides - from the economic crisis on the one hand, and the change in media consumption brought on by the advent of the first smartphone (iPhone 2007), on the other.

Nevertheless, my colleague Vajda and I went to Dubai purely to "stay informed" about what was happening. Towards the end of the last day, we had a meeting at the booth of The Economist magazine. Although we were quite tired by then, I didn't want to cancel the meeting at which we reached an agreement to launch the annual issue of this magazine - "The World In ..." - in Serbia.

Three years later, in 2012, together with The Economist magazine, we began organizing a conference at which we usually discuss the year that is ending and listen to the opinions of experts and decision-makers about what can we expect to see next year.

In 2016, we launched an English monthly in Belgrade called Diplomacy&Commerce, in which, among other things, we publish articles from The Economist. In 2017, we launched Diplomacy&Commerce in Croatia and in 2019, in Austria.

In 2019, we launched the annual edition of The Economist magazine in Croatia and held a conference which took place at the Croatian National Bank that year and in 2020, at the National and University Library. This year, on December 8, in Zagreb, we will hold the conference in the Lauba building.

Two years ago, we launched the same edition in North Macedonia, and as of this year, for the first time, we will work on the same edition and conference in Sarajevo and Ljubljana.

The success story of The Economist annual edition in our region, which started at the worst moment in the crisis year of 2009, testifies that if the power of the brand is present, then anything is possible. It is possible to launch the project in the year of the economic crisis and expand it in the second year of the global pandemic. Today, we have The Economist annual editions in Serbia, Croatia, North Macedonia, Bosnia and Herzegovina and Slovenia and Diplomacy&Commerce, in cooperation with The Economist magazine, in Serbia, Croatia and Austria.

At the end of the second year of difficult topics and pessimistic predictions, I wanted to end 2021 with this story, which testifies that miracles do happen even during the hardest of times.

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CONTENT

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THE UNITED STATES AND SERBIA HAVE BEEN CLOSE ALLIES FOR 140 YEARS SUSAN FRITZ USAID Mission Director in Serbia

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PEOPLE & EVENTS

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MILAN ANTONIJEVIĆ Lawyer

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WE ARE LOOKING TO IMPROVE OUR RELATIONS H.E. DANIEL EMERY Ambassador of Australia to Serbia

WRITING IS A FORM OF SELF-HELP

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WE WILL MEET THE EXPECTATIONS OF BEER FANS

DUŠAN KOVAČEVIĆ Film director and screenwriter

MILAN PERIĆ Marketing and Communications Director at Carlsberg Serbia d.o.o

JELENA RANDJELOVIĆ Advertising manager jelena.randjelovic@color.rs MAJA POPOVIĆ Journalist maja.popovic@ diplomacyandcommerce.rs VANJA KOVAČEV PR&Event support Nord Communications vanja.communications @gmail.com

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QUO VADIS, HUMAN RIGHTS? GORDANA ČOMIĆ Minister for Human and Minority Rights and Social Dialogue

DJORDJE LEDERER’S BAROUCHE

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Reportage by Robert Čoban

GROWING BUSINESS WITHOUT OBSTACLES

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MARKO TANAZEVIĆ

CULTURE NEWS

CEO of Delight Group

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S P E C I A L

HUMAN CAPITAL, AS A FACTOR OF ECONOMIC GROWTH

E D I T I ON

Belgium

SAŠA RANĐELOVIĆ Professor at the Faculty of Economics, University of Belgrade

FOCUS ON

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PANDEMICS AS AN EXCUSE FOR THE POOR PERFORMANCE DRAGAN NIKOLIĆ Editor-in-chief of Aviatica News Portal

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INTERVIEW

The United States and Serbia Have Been Close Allies for 140 Years USAID’s strategic goal for the next five years is to build on the achievements of our 20 years of partnership to support Serbia’s efforts to create more and better paying jobs and to build highly functioning government institutions that provide citizens with the services they need SUSAN FRITZ

ities more business friendly and were willing to put in the work to make that happen and to start attracting more investments. Finally, we started working with Government of Serbia institutions to help them to improve the overall business enabling environment.

To be clear, these accomplishments are all Serbia’s, but USAID is proud to have helped contribute to their realization. One of our key legacies is the National Alliance for Local Economic Development (NALED) which we helped establish to bring together all key stakeholders in the economy to keep driving the reforms necessary to unleash Serbia’s economic potential. NALED has grown in importance and stature over the years to the point where the current Minister of Finance often jokes that NALED is not easy to work with but that it’s definitely worth it - as they have accomplished a lot together.

USAID Mission Director in Serbia

or 20 years USAID invested more than 882 million dollars in Serbia. USAID is proud to have helped realization of growth. Progress of the private sector has been the most impressive, said Susan Fritz for Diplomacy and Commerce magazine.

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USAID is marking 20 years of its partnership with Serbia.

What were the major challenges during these two decades of partnership?

— Good partnerships depend on trust. It is easy to forget, as we now work in such close partnership with the Government of Serbia, Civil Society Organizations (CSOs), independent media and the private sector, that when we opened our offices in Serbia in 2001 there was a real hesitancy on the side of many of those actors to work with a U.S Government agency.

Given that hesitancy, our first task was to establish trust. We did this by launching a massive $200 million project called Community Revitalization through Democratic Action, commonly referred to as CRDA, that was all about establishing productive partnerships.

Our project staff engaged with local communities all over the country to address the challenges that communities had identified as the most pressing. Over six years, that project completed approximately 5,000 different activities, ranging from building schools, health centers and even bridges to helping small businesses to grow and create jobs.

Because citizens themselves decided on their priority activities and partnered with us to get them done - contributing labor, equipment, and materials - they saw that we could trust each other and that we could accomplish positive things for their communities by

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SERBIA WOULD HAVE ALREADY BECOME A FULL MEMBER OF THE EUROPEAN UNION working together.

The more joint successes we had, the more that trust grew. I think at this point there are no challenges that we can’t overcome together through our close partnership.

USAID invested more than 882 million dollars over the last 20 years in support of the country's economic and democratic development. In which areas do you think Serbia made the most progress?

— If we look at what has changed over the last two decades, I would say that the growth of the pri-

vate sector has been the most impressive. The economic transition from a planned economy to a market economy had already started in 2001, but there were just so many obstacles for aspiring entrepreneurs and investors on every level.

To help address this, USAID sought like-minded counterparts wherever we could find them.

At the local level, we identified small entrepreneurs who clearly had good ideas and were willing to work hard to accomplish them.

We then looked for local governments that understood the need to make their cities or municipal-

USAID has implemented thousands of activities to improve living standards, create new jobs and support Belgrade’s efforts to join the European Union. Where is Serbia right now on the EU path?

— I think we were all hoping that by now, Serbia would have already become a full member of the European Union. Our work at USAID has always been designed to support Serbia’s integration into Europe. Our reasoning behind supporting Serbia’s EU integration efforts was, and continues to be, two-fold. First, we firmly believe that the best possible future for Serbia’s people lies in the country joining the EU. We also believe that implementing the reforms that are required to move further along the path to getting there, will bring about tangible improvements in peoples’ lives.

Next year we will have elections in Serbia. What should be the priorities on the agenda of the

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new Serbian Government?

— It is not for me to tell the Serbian government what their priorities should be. Like all governments, they need to listen to what their citizens tell them are their concerns and work to find solutions. When you look at opinion polls, you can see that people consistently are concerned about the economy and jobs, while recent polls show that people have listed healthcare as a priority. Considering we’re still in the grips of the COVID-19 pandemic, this is not surprising. People are also increasingly concerned about environmental protection and pollution.

What should be done to help Serbia’s economy become more competitive?

— It has been clear for several years that developing Serbia’s digital economy ecosystem and helping companies to adapt would be necessary for ensuring the country’s medium- and long-term competitiveness. COVID-19 and its impact on all of our lives -- on how we shop, on how we do business and on how we communicate with each other and get our information - further accelerated the need to find digital solutions on all levels. Fortunately, the efforts of the Prime Minister's office, USAID, and the country’s tech-savvy entrepreneurs prior to the pandemic meant that Serbia was not caught flat-footed.

I think there is widespread recognition that, in addition to businesses needing to pivot to adapt to the new reality, schools need to adjust to equip youth who will enter the workforce with the tools they need to succeed. At the same time, companies and continuing education institutions need to help those already in the workforce to modernize their skillsets.

This year, USAID launched a partnership with ICT Hub called “Serbia Innovates” that is working to strengthen the innovation-driven Serbian economy, and to bolster its further development, competitiveness, and export potential. We’re also support-

IT HAS BEEN CLEAR FOR SEVERAL YEARS THAT DEVELOPING SERBIA’S DIGITAL ECONOMY ECOSYSTEM AND HELPING COMPANIES TO ADAPT WOULD BE NECESSARY FOR ENSURING THE COUNTRY’S MEDIUM- AND LONG-TERM COMPETITIVENESS ing the Prime Minister’s Digital Expedition Caravan initiative to help people around Serbia to learn more about how to connect with government institutions online and to improve their digital skills and online privacy awareness. We will continue helping Serbia in its digital transformation.

Serbia and the United States are marking 140 years of diplomatic relations this year. In which areas do you see positive change in our relations?

— For the vast majority of those 140 years, the United States and Serbia have been close allies. Now, with the 1990s well behind us, we’re again working together on common goals. I think our recent cooperation on COVID-19 is a great example. Primarily through USAID, but also through other parts of the U.S. Government, the Unit-

ed States helped Serbia with approximately $9.1 million in COVID-19 assistance on top of our already planned development assistance. Serbia also helped the United States by providing flights to get Americans safely home at the beginning of the pandemic. That is just one example, but it shows how our two countries are working in close partnership. For our 20th anniversary, we chose “20 Years of Partnership. Creating together...” as our central theme, because everything USAID has done in Serbia, we have done in partnership with our Serbian friends.

What can be the advantages of Serbia in the coming years?

— Having served in Serbia previously and recently coming back to work here again, I am constantly reminded of how resilient and creative the country’s entrepre-

neurs can be. The work USAID does to help Serbia’s companies improve their competitiveness has allowed me to meet so many incredibly smart and motivated businesspeople, ranging from those designing apps and video games to those who are working to get Serbia’s delicious foods onto dinner tables around the world. If Serbia stays committed to driving the reforms that bring the country closer to European Union membership and keeps working to improve its business enabling environment, these entrepreneurs can, and will, create better paying jobs here in Serbia.

Fortunately, Serbia’s schools help create smart young people. In order to reverse the brain drain, those young people need to be convinced that they can have a brighter future here in Serbia.

At the same time, the people who have already left Serbia need to be convinced that they can take what they’ve learned elsewhere and bring it back to Serbia and have a level playing field on which they can succeed. If Serbia can keep its best and brightest, it can attract more international and domestic investments and move beyond being a regional economic leader to becoming a global economic powerhouse.

FURTHER PLANS AND ACTIVITIES OF USAID IN SERBIA USAID’s strategic goal for the next five years is to build on the achievements of our 20 years of partnership to support Serbia’s efforts to create more and better paying jobs and to build highly functioning government institutions that provide citizens with the services they need. We will further increase our partnerships with the private sector, Serbian government, and civil society to assist democratic reforms, accelerate inclusive

economic growth, and mobilize public and private resources for Serbia’s development goals.

As we did during the past two decades, we will continue working with our counterparts at all levels to address the issues that the people of Serbia have identified as obstacles to democratic and economic growth and for creating a better future for their children. We will continue creating together.

Photo: I Believe I Can Fly / Shutterstock

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INTERVIEW

Fearless Fear Photo: Vladimir Živojinović

I will paint three pictures for you, far removed from the Christmas spirit that we should already be feeling providing that the state has already done several things on time MILAN ANTONIJEVIĆ Lawyer

n short, we would have more of that spirit and hope today, despite COVID, if there had been no systematic obstruction of the EU integration process in Serbia for years and if Serbia had tried to enter through the EU door while it was wide open, which was shown in the recently screened film about 20 years of the EU integration of Serbia, made by EWB.

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PICTURE ONE 'Mural and Morality' was the name of one of the episodes of the popular TV show OKO. In the episode, we talked about the historical context, the verdict against Ratko Mladić, The Hague Tribunal, the genocide in Srebrenica, but also about two opposing actions - actions to protect graffiti and attempts to remove graffiti. The graffiti that everyone calls a mural today is dedicated to Ratko Mladić and it is located in the famous Njegoševa Street, which many diplomats and foreigners use to go to Kalenić's market on weekends.

However, this graffiti of Mladić, painted on the background featuring FC Partizan's coat of arms, does not bother guests in our country, but also the victims, first of all, the families who have lost their members in Srebrenica, and then all the families of the victims on either side of the national fences during the 1990s and today. If Serbia does not take the right stance on the victims of the Srebrenica genocide and if it officially continues to equalize brave civil society activists with those who are trying to present to us Ratko Mladić, who was convicted of genocide, as a hero, Serbia will never have the right to ask official Zagreb or Sarajevo to condemn war crimes. It is up to historians and researchers to prove whether this is part of a joint, large regional plan that today suits all governing structures in the former Yugoslavia so that no one is held accountable

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tempts to allocate almost one million euros to organizations that were founded only a month before the Ministry launched the competition. We should not forget that, at that time, the prosecution rejected these criminal charges, be it out of fear or benefit, I cannot say with certainty. It is interesting to note that the same NGOs participated in the recent competition launched by the Ministry of Family Care, with Minister Ratko Dmitrović at its helm. There are too many coincidences, even for our public.

PICTURE THREE: PROTESTS

IN 21ST CENTURY EUROPE, RARELY THERE HAS BEEN AN OPPORTUNITY TO SAVE THOSE WHO ARE IN AN ALMOST SLAVE-LIKE POSITION for the crimes. Graffiti glorifying war criminals in our neighbouring countries, but also in Novi Pazar, to quote Serbian officials, are used as an excuse for not doing anything in Serbia and thus the circle closes.

At the SBC studio, conspicuously, there was no one from the state authorities present. But things were different on Prva TV, a very popular station, where in addition to me, Interior Minister Aleksandar Vulin and Ratko Mladić's lawyer were also guests on the Prva Tema show. For two straight hours, the two of them were deceiving viewers that Serbia did not adhere the verdict, while the Interior Minister also voiced his public support for Mladić.

‘Mural or Morality’ would be a more fitting name for the SBC show and for all shows that deal with Ratko Mladić, but I believe the media have fear that someone would be upset by such a title.

PICTURE TWO: EMBEZZLEMENT IN MINISTRIES Surprisingly, there is no fear of punishment or fear of the law in many organizations that received state grants worth millions of dinars and which, as BIRN discovered, do not exist. Their headquarters are located in houses on the outskirts of Belgrade. I would like to publicly ask here if, in the background of these topics like murals and war crimes in Serbia, huge amounts of money are being drained from the state budget from large-scale tenders launched by the state, which drew the attention of the State Audit Institution, to the aforementioned small BIRN's vignette, which is a link between criminal charges filed against persons from the Ministry of Social Welfare, then helmed by Aleksandar Vulin? We filed a criminal complaint on the account of abuses in the competition and at-

There are several reasons why a large number of citizens spontaneously took to the streets and these include the Law on Expropriation, Law on Referendum, pollution and of course, Rio Tinto.

We should not forget the human rights activists who fearlessly rescued the Vietnamese workers in Zrenjanin which certainly deserves recognition.

All these protests, including the roadblocks, speak of a voice that does not have its articulation in the current political situation, where there are no opposition MPs in the Parliament or a real debate in the most popular media, which Twitter has famously labelled as "the media cooperating with the Serbian government".

It remains to be seen whether all that can change on April 3rd, when elections are due to take place at all levels, including the presidential one.

We still do not have a brave enough prosecutor's office that would initiate criminal proceedings without fear, but I can write about it after the Constitution has been amended in the part that relates to the judiciary, when all that remains will be to enforce these amendments.

In the end, there is a common denominator between all these three pictures and that is fear. It is worth fighting against fear every day on the street, in all state bodies, in public companies, in daily activities, by filing criminal charges, but also by voting in elections set for 3rd April 2022.

For Serbia without fear!

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INTERVIEW

We are Looking to Improve Our Relations We believe that the progress Serbia makes towards meeting the criteria for entry to the European Union will also help to bring our countries closer together provides us with the opportunity for further cooperation. Australia offers a high standard of education at all levels, and I know that there are Serbian students who are looking to Australia as a favorable destination to study.

We are making steady progress on several other areas of bilateral cooperation. For example, we are close to finalising a bilateral Social Security Agreement. We are also strengthening our mutually beneficial law enforcement cooperation through our Australian Federal Police presence in Belgrade.

H.E. DANIEL EMERY Ambassador of Australia to Serbia

e spoke with Australian Ambassador to Serbia, H. E. Daniel Emery about overall relations between the two countries, the possibilities for stronger economic ties as well as his first impressions about Serbia.

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Before Serbia you served at in Zagreb, Ankara and Moscow. How well do you know the relations in Europe, as well as in the region of the Western Balkans?

— While I am new to Serbia and still very much learning about the country, some of my previous jobs have given me an understanding of some of the external influences on the region, both past and present. Certainly, Turkey and Russia have at different times played important roles in shaping the history of the region, and both have continuing interests here today.

My work in Zagreb gave me a good introduction to the more recent history of the region, some of the shared challenges facing countries of South-Eastern Europe, and the significance and value of membership of the European Union. My earlier work in Canberra over several years on bilateral relations with several larger EU countries with significant interests in the region has also provided valuable background.

What we need to do, both ways, to intensify contacts, in order to give an impetus to cooperation in various fields?

— The Serbian Australian community provides a sound foundation for our positive relationship, and contributes to strengthening ties. Although geographic distance has been a limitation, we have seen during the pandemic that so much can be done through digital communication. Most of our work in public diplomacy, and even our grants program in the last 18 months or so, has been

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conducted on digital platforms, and we have seen how it can be used to our advantage.

While trade volumes are currently modest, and the balance is strongly in Serbia’s favour, we believe there is considerable scope for expansion. Australia is far away, and out of mind for many

best ways to bring people closer together and allow them to learn more about different people, places and traditions. Over the years we have tried to present different aspects of Australian culture via exhibitions, films, or by bringing here renowned Australian artists. We’re very proud to have pre-

THE FURTHER DEVELOPMENT OF TRADE AND INVESTMENT TIES WOULD ALSO HELP TO BOLSTER BILATERAL RELATIONS Serbian businesses accustomed to looking closer to home. But many opportunities and an attractive business environment await enterprising Serbian entrepreneurs in Australia.

Culture also plays an extremely important role. It is one of the

sented an exhibition in Belgrade and later in Niš last summer. Our aim was to show Serbian audiences for the first time the unique and rich cultural heritage of people from part of northern Australia, the Torres Strait Islands.

Education is also an area which

Recently, you have pointed out that the interest of mining companies from Australia for doing business in Serbia is growing.

What kind of investment does this entail?

— The Australian mining footprint is growing as part of a general upturn in mining-related investment by foreign companies.

Serbia has a long history of mining and is a prospective investment destination. We believe that mining investment that is environmentally and socially responsible has the potential to make a significant contribution to Serbia’s development, including at the regional level. The products of key projects will also help with the transition to a greener economy in Serbia and across Europe.

Apart from the Jadar project of Anglo-Australian company Rio Tinto, Australian investment in the mining sector comes from junior mining companies that focus on early-stage exploration projects, and Australian mining equipment, technology and services providers.

In your opinion, what can be the sectors and where are the possibilities for stronger economic ties?

— The main basis for stronger economic links in the short to medium term is likely to be the resources sector. This is an industry in which Australian com-

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panies have a lot of experience and expertise. This potentially means more Australian companies on the ground, opening the door to additional investment and expertise in mining technology and infrastructure; environmentally sustainable mining practices; corporate social responsibility; and mine safety. Importantly, this would result in significant knowledge and skills transfer, and would generate highly skilled, highly paid jobs in communities across Serbia.

Another area where there is ample potential is the services sector. Several Australian companies, some of them globally-renowned corporations, have successfully been doing business in Serbia for a number of years.

Highly skilled Serbian workers are employed across Serbia to provide a wide variety of services to both local and international clients.

Represented industry sectors include: online software for aged care, infrastructure, environmental & social development advisory, retail and wholesale logistics/ pooling solutions, civil and traffic engineering, web design, implantable hearing devices, financial advisory, climate control systems, managed IT support and ticketless parking technology, to name just a few.

What are the major challenges for Australia today, when we are speaking about fighting against Covid-19 crisis?

— A key challenge for Australia, like most countries, is increasing the rate of vaccination to the point where transmission of the virus can be kept to a minimum and the most vulnerable people are well protected. Unlike Serbia, Australia was slow to start its vaccination program, and initially faced some supply constraints. But after a concerted effort from the middle of this year, some parts of the country have now achieved high vaccination rates, which has allowed us to progressively remove restrictions on international travel, lift quarantine requirements for vaccinated travelers, and return to a more normal way of living. We are currently working with Serbia on mutual recognition of our vaccination certificates.

Australia’s strict border control measures were successful in containing COVID-19, but came at an economic as well as social cost.

Like most countries, Australia had to increase government spend-

to Australia to study. Australia remains an attractive and welcoming destination for international students. Our education system has recently been disrupted by COVID-related measures, but Australia now looks forward to welcoming international students back to our classrooms, campuses and communities in the near future.

WE HAVE GIVEN A HIGH PRIORITY TO COOPERATION WITH NEIGHBOURS AND PARTNERS IN THE PACIFIC AND SOUTH-EAST ASIA TO COMBAT THE VIRUS ing to limit the impact of the pandemic on vulnerable sectors of the economy, and individuals directly affected. We hope there will be a sustained recovery as border and other restrictions are relaxed.

The numerous Serbian community in Australia has an important role in connecting the two countries. What kind of policy does your government have regarding immigrants?

— Serbs and people of Serbian descent in Australia have found success in many fields, and made a valuable contribution of our society. Australia has programs for both permanent migration and temporary work visas. Both programs are open to people from all over the world on a non-discriminatory basis. They focus on the contribution a person can make to Australia rather than their nationality, ethnicity, or religious affiliation.

Australia’s Temporary Skilled Visa Program is underpinned by skilled migration occupation lists, which are regularly reviewed to ensure that migration is targeted

at Australia’s changing economic needs. The demand driven nature of Australia’s temporary visa system provides us with the flexibility to be highly responsive to the economic, social and political needs of the country, as well as broader global trends. Australia also has a separate Refugee and Humanitarian Program, which includes resettlement of refugees through UNHCR. Young people from Serbia still consider Australia a possible destination to relocate to. Does Australia still encourage their arrival?

— We would encourage Serbs who meet the skills criteria, along with people from other countries, to consider Australia as a place to work. Although they would be far from home, they would find there a well-established and integrated Serbian community, and a good quality of life. Using their knowledge of Serbia, they could also play a role in building commercial links between the two countries.

We would also welcome interest from young Serbs in coming

In previous years Australia has assisted in the work of organisations dealing with human rights and gender equality in Serbia.

What will be the main projects on your agenda?

— The Embassy has been providing support to local community organisations and NGOs in Serbia for many years through a grants program (Direct Aid Program - DAP). Promoting human rights and freedom of expression has been a constant DAP priority along with gender equality and empowering women and girls. Our special focus this year will be on fostering inclusiveness for people with disabilities, and small-scale projects that support environmental sustainability Promoting human rights and freedom of expression has been a constant DAP priority along with gender equality and empowering women and girls. Our special focus this year will be on fostering inclusiveness for people with disabilities, and small-scale projects that support environmental sustainability.

To respond to challenges many vulnerable groups have been facing, we have been providing support to projects that mitigate the social, health and economic consequences of the COVID-19 pandemic. Supporting programs that aim to end violence against women is another important part of the Embassy’s work. We work together with the government and civil society to raise awareness of domestic violence. The Embassy is proud of the many partnerships we have developed through our DAP program and the inspiring projects we have been able to support.

We are happy to see that many of these projects continue after our financial support ends.

FIRST IMPRESSION What is your first impression of Belgrade and Serbia?

— Belgrade seems like a very energetic and lively city. It has a reputation for a rich and diverse cultural life, but in the short time I have been here I haven’t had the chance to see much of it because of COVID-related restrictions. I’m looking forward to enjoying some of that when the situation improves. I find the architecture of the city, which includes buildings from many different eras and traditions, really fascinating. People here have been friendly and welcoming, which I have greatly appreciated

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INTERESTING FACTS

NATIONAL DAYS

G-7 of the Past and Present? Better Think About the G-10 of the Future! e all know that the G-7 was a former group of the 7 largest economies in the world and that their meetings were always followed with great attention and razzmatazz. At the time when Boris Yeltsin was in power in Russia, from 1997 until deep into the 21st century, until 2014, and the escalation of the conflict about Ukraine, the group turned into the G-8, as Russia became its 8th member. But, if we go all the way back, to the time when the organization was created, we will notice that the idea of the G-7 originated during the oil crisis of 1973. At first, ‘the club’ consisted of 5, then 6 and finally 7 countries: the USA, the UK, Canada, Japan, Italy, France and West Germany which back then, made up a huge part of the world's wealth as they do today too. In 2018, the G7 nations made up close to 60 per cent of global net wealth ($317 trillion), 32 to 46 per cent of global

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gross domestic product, and had a cumulative population of 770 million or 10 per cent of the world’s population. However, ideas about enlargement have often been circulated, and G-20 summits have emerged as a fairer reflection of the world wealth – that is 90% of world GDP, 75-80% of international trade and two-thirds of the world's population. But which direction will this dynamic take in

UNICEF Day

the future? The UK’s Standard Chartered estimated which 10 countries will be the world’s largest economies in 2030 by using the PPP exchange rates as the parameters. These are - China (64.2), India (46.3), the USA (31), Indonesia (10.1), Turkey (9.1), Brazil (8.6), Egypt (8.2), Russia (7.9), Japan (7.2) and Germany (6.9). In 9 years, the world as we know it will have differently distributed wealth..

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HE T NETHERLANDS Kingdom Day

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KAZAKHSTAN Independence Day

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QATAR

ARRIVALS & DEPARTURES

National Day

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H.E. PIERRE COCHARD Ambassador of France

As of November 2021, Mr. Pierre Cochard is the new ambassador of the Republic of France to Serbia.

After graduating from The Nation-

al School of Administration, Pierre Cochard worked in the central administration in the Directorate for Strategic Affairs and Disarmament, and then served as a political adviser in several bilateral diplomatic missions. Upon his return to Paris in 2001, he was appointed Deputy Director for Eastern Europe, after which he worked at the French Embassy at the Holy See, where he was Chargé d'Affaires for a time. In 2008, he was appointed an inspector of foreign affairs, and then as Assistant Director General

LIBYA

of Foreign and Strategic Affairs. In 2016, Pierre Cochard was appointed to the position of Consul General in Jerusalem, which he held until September 2019. After leading the French delegation at the 74th United Nations General Assembly, he worked for some time in the Foreign Affairs Inspectorate.

Born in 1962, Pierre Cochard is a holder of the Legion of Honour and the Medal of the National Order of Merit. He is married and has three children. Mr. Cochard speaks English and Persian.

National Day

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SLOVENIA

I ndependence and Unity Day JANUAR

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CUBA

Liberation Day

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SLOVAKIA

Independence Day

H.E. OSVALDO MARSICO New ambassador of the Argentine Republic After graduating from the School of Law of the University of Buenos Aires (Argentina) in 1981, Mr Marsico started his diplomatic career and subsequently also graduated from the Institute of Foreign Service of the Ministry of Foreign Affairs, International Trade and Worship of Argentina. Ten year later, he earned his Master’s degree in International Law from Georgetown University in Washington DC. In 2009 do 2012, he worked

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at the Embassy of the Argentine Republic in the United Kingdom and was Deputy Permanent Representative of the Argentine Republic to the International Maritime Organization (IMO) in London. After that he was appointed Chargé Affairs (a.i.). of the Embassy of the Argentine Republic to the European Union (Brussels) for two yers. After that he was the Deputy President of the National Commission on the Outer Limit of the Continental Shelf

of the Argentine Republic, National Director of the Malvinas and South Atlantic Islands Department, and from January 2021, he has been a Member of the Consultative Council on South Atlantic Affairs.

Mr Marsico is Associated Professor of International Law at the School of Law of the University of Buenos Aires and Visiting Professor of International Law at the Austral University.

He is fluent in English and French.

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INTERVIEW

Quo Vadis, Human Rights?

Let us stop for a moment and recognize that human rights are the one and only tool that can give us hope that we will not regress

GORDANA ČOMIĆ Minister for Human and Minority Rights and Social Dialogue

t looked pretty simple back in 1948 when the Universal Declaration of Human Rights was adopted by the UN General Assembly or even earlier, back in 1789 when the world got the look at the Declaration of Civic and Human Rights proclaiming the natural, unalienable and sacred rights of men, passed by the representatives of French people. Back then, it was obvious that the solution to stop the inequalities, wars, killings, hatred, injustice, atrocities, genocides and sufferings is to establish the rule that all people are equal facing the law and that all people are to enjoy the same rights. Because we all are members of the humankind, born to be equal.

Every year on December 10, the world marks the International Human Rights Day, chosen after an event that marked the milestone in the historical development of human rights - adoption of the Declaration of Human Rights by the General Assembly of the United Nations. Most countries in the world of different socio-economic or democratic de-

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velopment growth salute to the universal rights of every citizen in the world, acquired by birth, inalienable and indivisible, inherent in all people, regardless of citizenship, residence, sex, nationality or ethnicity, origin, color skin, religion, language, or any other trait.

The states are the ones responsible for implementing rules and laws that protect human rights.

Those words witness the deaths of many who have fought to ensure the policies for human rights.

Human rights are the fabric of every society and govern for every state. They permeate all segments of society and are embedded in all daily interactions within a family, at work, school, on the street, from birth to death. The key moment becomes when, through freedom of expression and the struggle for human dignity, the right was given the human face.

So, where are we now, 73 years later, with at least two generations born with human rights?

IT WAS A HISTORIC MOMENT WHEN HUMANS FINALLY SAID “THIS IS GOOD FOR ALL PEOPLE”.

BECAUSE RESPECTING, BUILDING AND IMPROVING POLICIES OF HUMAN RIGHTS WERE, ARE, AND WILL BE GOOD FOR ALL They were also in complete harmony with all religious and sacred wordings preserved in numerous books from the dawn of civilization.

It was a historic moment when humans finally said “this is good for all people”. Because respecting, building and improving policies of human rights were, are, and will be good for all.

We live in a time of confusion and destruction. Extremist movements base their ideology by denying human rights, equality, respect for diversity, and we are witnessing that human rights are not only relativized, but also abused. We doubt the values. We undermine most of the sacrifices made in order for human rights to be adopted and well received. We

hesitate to stick to the principles and we are again – willing to negotiate about human rights.

Well, human rights are not negotiable. If they become negotiable, then the answer to the question “Which direction are we taking when it comes to further development of human rights policies?” has a clear answer and an ugly face that feels very familiar.

We live in the epoque of uncertainty and in the times that are changing faster than ever before.

Yet we show oblivion that human rights are a necessity that has to follow the one-size-fits-all principle. For we are created equal.

Let us not go there. Let us stop for a moment and recognize that human rights are the one and only tool that can give us hope that we will not regress. Let us respect the individuals who believe that human dignity is inviolable and that no one should endanger or destroy it. Let us reintroduce the policies of human rights in the same way as they were wisely proposed and warmly welcomed in the past.

Any other path would take us to places where the humankind has already been.

And those places are not nice, to say the least.

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Human Capital, as a Factor of Economic Growth A decisive step forward is needed in terms of the rule of law, efficiency of state administration and quality of institutions for domestic private investments to grow SAŠA RANĐELOVIĆ Professor at the Faculty of Economics, University of Belgrade

n the previous two decades, the Serbian economy grew at an average annual rate of 3.6%, which is close to the average growth in Central and Eastern European (CEE) countries.

However, 15 of the 23 CEE countries have achieved faster GDP growth than Serbia in that period.

Observed by sub-periods, Serbia achieved above-average growth rates in the period from 2001 to 2008, while in the period from 2009 to 2019, this growth was slower, due to the quality of economic policy, the dynamics of systemic reforms, as well as exogenous factors, such as the global economic crisis (2008), the Eurozone crisis (2011) and the floods (2014). In 2020, the Serbian economy experienced a much smaller decline compared to the vast majority of European countries, due to three groups of factors: less relative importance of sectors severely affected by the pandemic crisis (tourism, transport, etc.), a large package of fiscal and monetary stimulus, as well as less stringent non-pharmacological epidemiological measures during most of the past period.

In 2021, the Serbian economy has also been recording solid results, with an economic growth rate of about 7%, which is a consequence of the low base effect (recession in 2020), the recovery of European economies, as well as domestic policies. In order for Serbia to move closer to the CEE average in terms of economic development, the Serbian economy needs to grow at an annual rate of between 4 and 6% for a longer period. To accomplish that, we need to have effective policies that will foster development of the main factors of economic growth physical and human capital and technical progress.

Physical capital is a consequence of investments during

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ESTIMATES OF INTERNATIONAL INSTITUTIONS SHOW THAT SERBIA'S POPULATION WILL DECREASE BY 15% BY 2050, AND THE VOLUME OF WORKFORCE BY ABOUT 20% the previous period. In comparison to CEE economies, the total investments in Serbia have been relatively low in the last decades, mostly due to low public and domestic private investments, while the results in terms of foreign investment influx have been solid.

Since 2019, public investments in Serbia have increased significantly, which is viewed as positive.

However, in order for this to affect faster economic growth and better living standard, public investments need to be at a level of over 5% of GDP in the long run. Also,

the system used in selecting projects to be financed by the government needs to improve (assessments of economic profitability of projects using standard methodology), as do the transparency and efficiency of the contracting system (on a tender basis) and supervision over their implementation.

On the other hand, for substantial and sustainable rise in domestic private investment a strong step forward in terms of the rule of law, the efficiency of administration and the quality of institutions are needed.

Human capital, as a factor of economic growth, is shaped by demographic and migration trends, as well as the education system. Estimates of international institutions show that Serbia's population will decrease by 15% by 2050, while the workforce is expected to drop by 20%, of which 2/3 of the decline is due to negative birth rate, and 1/3 due to net emigration trends. The pandemic-induced crisis could further exacerbate these trends. In terms of education, although in previous decades, we have seen a formal improvement in the educational structure of the population, substantially this step is smaller, given the proliferation of educational institutions that offer low-quality education, as evidenced by the fact that out of 17 Serbian universities only one ranked relatively high on international lists.

Substantial investments in physical capital can contribute to the development of the country to a certain level (medium level of development), while to cross that limit and join the club of more developed countries, growth must be based not only on investments, but also on development and dissemination of innovation, thus exploiting the benefits of technical progress.

Based on the aforementioned, and for Serbia to be able to achieve higher economic growth in the long run, it is necessary to maintain macroeconomic stability, with the focus of economic policy on financing productive investments in infrastructure, environmental protection, education, science and innovation promotion. Moreover, sustainable investment growth, mitigation of negative birth rate and migration trends require building up inclusive institutions, namely, an efficient judicial and administrative system, combating the shadow economy and corruption, and creating a social system based on positive selection.

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Post Offices of Serbia – a Trusted Business Partner One of the most important state institutions, the Post Offices of Serbia, will enter the new year with new ideas and innovations in its business activities, while the ongoing digitalization will benefit both users and employees

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ZORAN DJORDJEVIĆ Acting Director of PE Post Offices of Serbia

he Post Offices of Serbia is facing a great challenge to transform itself from a neglected company to a leader in postal and logistics services. In his interview for Diplomacy&Commerce magazine, Zoran Djordjević, the Acting Director of the public enterprise the Post Offices of Serbia, says that he approached the company as if it is his own and started his term in the office in the manner of a good host.

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What innovations did the company implement in order to better meet the needs of its customers? Do you have insight into

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customer satisfaction? Are there plans in place to improve postal services and if they are, could you tell us more about them?

— The Post Offices of Serbia is

ers, as well as improving performance in the online shopping market. Our goal is to become a regional champion in the provision of postal and logistics servic-

THE FACT THAT OUR NET PROFIT AMOUNTED TO 2.8 BILLION DINARS IN THE FIRST NINE MONTHS OF THE CURRENT YEAR IS A VALIDATION OF HOW MUCH OUR USERS APPRECIATE OUR EFFORTS AND SERVICES a trusted business partner, fully committed to the meeting needs of its users. With a lot of enthusiasm and ambitious plans, we are focusing on better positioning in the market, winning over new us-

es in addition to having the leading position in the country.

From a not so favourable starting position in March, we have managed to achieve very good results and introduced numerous

novelties. We have established new digital platforms and services, started a comprehensive modernization of business and postal network, opened new post offices and counters, extended working hours of over 150 post offices, successfully dealt with delivering goods bought online and increased the number of our Post Express deliveries. We have achieved all this while maintaining the high quality of services that we provide following the ISO 9001:2015 quality management system.

Could you tell us about the Post Offices of Serbia's new services?

— We launched the first e-commerce service in the company, i.e. an E-filatelija online shop, and

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started issuing digital green certificates, as well as EU-compatible green certificates in about 720 post offices across Serbia. Our users will soon be able to use our postal and financial services from the comfort of their homes. We also provide services under the auspices of the Smart Delivery System, in addition to e-archiving, e-telegrams and e-greetings.

Another important novelty is related to natural and legal persons and small business owners, who can now open post offices or postal counters by concluding a contract with us with favourable terms and conditions. The plan is to open 300 new branches, mostly through this project, especially in less developed and less accessible areas.

Another novelty is that our customers will have 20 days to pick up their parcels and packages from a post office, instead of five working days as it was before. This, however, does not apply to court parcels, documents and packages. This was one of the main objections of our clients, based on which we changed the rules that will take effect on January 1st next year. We have conducted extensive research to improve the services that the Post Offices of Serbia provide.

The company is not lagging behind the latest trends, including digitalization. What has been done so far and what are your plans regarding digitalization?

— The development of digitalization and the information society, which is a goal set by the Government of the Republic of Serbia, obliges the Post Offices of Serbia to apply new technologies faster.

We have started a comprehensive modernization and business reform, which is based on the latest information and communication services, innovations and highly educated staff. We have also established significant partnerships and received support from the Office for Information Technology and Electronic Governance of the Government of Serbia, start-up companies that operate in the Science and Technology Park in Niš, the E-Commerce Association of Serbia, the Austrian Post and others.

One of the projects that we are implementing is parcel machines, which are simple to use and thus can be used by everyone, from the youngest to the oldest customers.

Parcel machines are a completely new technology. Users will have

cation. In this way, recipients will be able to pick up their parcels when it suits them best. There will also be an option to rent or buy a parcel machine, which can be installed in companies or residential buildings. Moreover, as of next year, postmen will carry with them devices that will help them to perform services related to receiving and delivering all types of mail and packages, as well as to provide payment services with the cashless payment and invoicing option.

Everything takes time, even good ideas. While developing the company, we strive to develop all segments, from the working conditions of employees and customer satisfaction to digitalization, which is extremely important. We need to follow trends. In order for the Post Office to fully utilize its capacity, I expect that the process will take one or two years, i.e. that it will last until 2024.

OUR EMPLOYEES HAVE A GREAT RESPONSIBILITY TO PERFORM THEIR JOBS AS PROFESSIONALLY AS POSSIBLE. THEY ARE SUCCEEDING IN THAT TO A LARGE EXTENT, AND THANKS TO THEIR DEDICATION, WE WERE ABLE TO ACCOMPLISH THESE ENVIABLE RESULTS the option to register via the app or leave a phone number. When the courier puts the package in the parcel machine, the recipient automatically receives information on the location of the parcel

machine and instructions and the code needed to pick up the parcel. If the user is not registered through the application, they will only receive a text message with information about the parcel's lo-

PROCUREMENT OF NEW VEHICLES IS ALSO UNDERWAY How many vehicles does the company have? Are you planning on buying new vehicles?

— Our fleet currently has over 1,600 vehicles – delivery, passenger and trucks. We plan to replace some of the vehicles we use now and increase the share of electric and hybrid vehicles. Procurement of more than 1,000 new mopeds and over 800 standard and electric bicycles is in progress

The Post Offices of Serbia has about 15,000 employees. What are the benefits of working at the company? How has the company improved working conditions and employee satisfaction?

— As a business system of strategic national importance, our employees have a great responsibility to perform their jobs as professionally as possible. They are succeeding in that to a large extent, and thanks to their dedication, we were able to accomplish these enviable results. Working in such a prominent company, which is one of the largest in the country, is a matter of prestige and reputation, while our employees have the full support of management for every issue and help they need.

The concrete results we have achieved concerning improving the working conditions and financial position of our employees include payroll stimulus, better evaluation of work performance, and acquiring new vehicles and official uniforms. Also, we take special care of women employees so those female colleagues who have children starting the first grade of elementary school have flexible working hours.

We are also going to increase salaries early next year. We also plan to continue the ongoing negotiations with our founder the Government of the Republic of Serbia, trade union representatives and employees, to constantly improve the financial standing of our employees.

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Business Power Grows With the Growth of Trust Whatever advanced technology we use, we should always look at the essential marketing and communication postulates

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ty as a human (technological and media) environment.

Therefore, whatever advanced technology we use, we should always look at the essential marketing and communication postulates. The future of marketing has always been and will always be in monitoring changes and meeting human needs.

Companies that, despite the intensive and rapid technological (r) evolution, remain on a strategically thought-out path with a focus on "human", which focus on recognizing true insights from real-life stories, human values, emotions and personal motives and communication which perceives the essence of the human being, will also succeed in maintaining market success, build a reputation and leave a mark with purpose.

BOJANA RUDOVIĆ Marketing Director of Bekament

n an interview for Diplomacy&Commerce magazine, Bojana Rudović, Marketing Director of Bekament, talks about the importance of marketing and creating positive social changes that lead to the success of the company.

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As a person who has had a long career, what is your definition of a successful company?

— Extremely dynamic and oversaturated market, unstable macroeconomic climate, as well as growing awareness of socio-political issues, impose a responsible task on companies to commit to understanding the increasingly demanding needs and meeting high public expectations but also facilitate an increase in profitability.

The company's success is no longer measured only by market indicators, but also by the level of awareness of one's own responsibility, i.e. the influence it has in creating positive social changes.

A successful company demonstrates a higher form of commitment, clearly expresses its attitude and shows that it cares. As such, a successful company is also aware of its own evolution and business power, which grows with the growth of trust. By committing to transparency and consistency in its operations, fulfilling the given promising and facilitating thoughtful communication, the company builds a stable platform for future sustainable growth.

What do you think is most important when creating a marketing strategy?

— Regardless of the level of complexity and specificity of the industry in which a company operates, the creation of a marketing strategy should always be approached strategically and me-

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THE FUTURE OF MARKETING HAS ALWAYS BEEN AND WILL ALWAYS BE IN MONITORING CHANGES AND MEETING HUMAN NEEDS thodically in order to see the real market potential, and then in an innovative way, create a strong core, i.e. a product/service that has the capacity to speak for itself.

So, before investing, it is necessary to understand the complexity of creating a business and put marketing at the very forefront while setting the business model, namely to understand it as an investment in the longterm growth and development of the company/brand. If there is such a solid foundation, there is enough fertile ground for market differentiation.

However, neither the highest quality product nor the best service is sufficient if the public is not properly acquainted with it, i.e. if a directed, authentic, integrated communication is not developed, with emotions at its core.

How much have technological advances affected marketing communication?

— The last two decades have been marked by the globalization of the world economy and the rapid development of information and communication technologies.

This trend has conditioned the design of new marketing strategies and practices where too much attention and effort is invested in how to adapt to advanced digital platforms, and too little focus is on the very essence or the purpose of communication.

Communication has become technologically superior, but empty in content and devoid of emotion because it neglects the context of human needs. It has been forgotten that the basic motives and drivers of behaviour do not change with the same intensi-

In your opinion, which marketing trend has come to the fore in the last period?

— Looking at doing business in Serbia, and especially in the last two, in many ways, very particular years, I would say that we had the opportunity to learn a lot, especially when it comes to business communication and relations with stakeholders. Different organization of work, as well as the expansion of online platforms, have contributed to the development of new communication tactics that highlight personalization, i.e. providing a new, more relevant, personal experience to users of products or services. Strategically oriented companies have recognized this marketing trend and adapted communication to the interests and needs of both external and internal target audiences, giving them a sense of security, respect and appreciation.

Special attention is paid to the introduction of the B2E (Business-to-Employee) business model that puts the relationship between the company and employees in the foreground, which is, of course, one of the crucial elements of a successful business.

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Living in Harmony With Nature Architecture inspired by a modern concept of living is an ideal opportunity to make Fruška gora your home. Popovica Lux gives you living in harmony with nature iving in urban areas made us seeing greenery, clean air and nature as something unattainable. Erker Plus is a team of experts that decided to change this. They strive to provide top quality and unique conceptual solutions in the best locations, both in Novi Sad and beyond. The combination of excellent design, ultimate architecture and technology make the luxury residential buildings on Popovica an ideal home, on the slopes of the Fruška gora national park, which is recognizable as a form of an outdoor museum.

Popovica Lux is in a beautiful location in the settlement of the same name, between Fruškogorski put and Sokolska Street. The complex enjoys a kilometer-long view of the mountain environment, as well as an impressive view of the Danube and its Novi Sad, and it is only a few minutes’ drive from the city center.

Fruška gora is covered with forests with rich flora and fauna, pastures, vineyards, waterfalls and healing springs that flow to the thermal spa located in the vicinity. It is intertwined with kilometers of hiking and mountaineering trails, which you can use for recreation. With its position, vegetation and specific climate, Popovica strengthens the spirit and the body, and the air

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THE COMBINATION OF EXCELLENT DESIGN, ULTIMATE ARCHITECTURE AND TECHNOLOGY MAKE THE LUXURY RESIDENTIAL BUILDINGS ON POPOVICA AN IDEAL HOME, ON THE SLOPES OF THE FRUŠKA GORA NATIONAL PARK, WHICH IS RECOGNIZABLE AS A FORM OF AN OUTDOOR MUSEUM rich in oxygen and ozone, which bring the so-called "wind roses", is what especially contributes to this. This "fertile hill" or Alma Mons, as the ancient Ro-

mans called Fruška gora, is the largest area under the linden forest in Europe.

By being in Popovica, the mountain becomes your back-

yard. If you are a fan of long walks, running and hiking, you are offered endless opportunities to stay active or enjoy with family and friends. The most important local sports event, the Fruška Gora Trail (Fruškogorski marathon), starts at Popovica every spring.

The Erker Plus team made sure to provide your future home with the latest technologies, while respecting the requirements in terms of energy efficiency and staying connected with all the natural resources that Popovica has in abundance.

EVERYTHING A LUX HOME NEEDS Popovica Lux consists of 16 residential units in Fruškogorski put. Approximately 245m² of total usable area is at your disposal, of which 180m² is living space and 200m² is a yard with landscaped greenery and built-in irrigation system for your oasis. The selection of environmentally friendly materials in

the construction and installation of "Smart Home" intelligent systems enables modern management and significant energy savings while reducing environmental impact. Each residential unit has its own parking spaces, an entrance ramp for tenants, as well as a landscaped roof garden with a spa bath.

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LAND OF THE FALLING PRICE

The Case of Japan’s Curiously Quiescent Inflation Rate As consumer prices rise across much of the world, inflation in Japan stays stubbornly low inflation is surging around the world, with price rises now exceeding central banks’ targets. But Japan is a notable holdout. Although policymakers there have long sought to generate inflation, consumer prices still refuse to budge. In September they rose by just 0.2% year-on-year, and inflation, excluding fresh food and energy prices, actually fell by 0.5% in the same period. Analysts at Goldman Sachs, a bank, expect that measure to fall to -0.8% in the latest data, which was due to be published after this was written. By comparison, a “core” measure rose by 4.6% in America in October, 3.4% in Britain and 2.9% in Germany (see chart).

What’s going on? Japan is not insulated from global trends. In October producer prices rose by 7.9% year-on-year, the largest single increase since 1980. The pickup was overwhelmingly led by higher import costs, which rose by 38% in yen terms. The prices of petroleum products and lumber rose by 45% and 57%, respectively, compared with the same month last year.

These increases may in small part have been offset by an idiosyncratic factor. Tumbling mobile-phone fees, driven by a government campaign against carriers, are pulling down the consumer-price index as a whole.

The communications segment of the basket is down by 28% yearon-year. Yet even if fees were flat, inflation would still be below target. That suggests broader economic factors are an important part of the story.

Entrenched expectations built up through decades of little to no inflation play a big role in explaining why rising producer costs have not fed through to consumer prices. Domestic companies are notoriously unwilling to pass on increases in the prices of imports to consumers. At a press conference in October Kuroda Haruhiko, the governor of the Bank of Japan, attributed this reluctance to habits picked up during the coun-

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THESE HANDOUTS MAY WELL NUDGE UP INFLATION, IF THE MONEY IS ACTUALLY SPENT

BY CONSUMERS RATHER THAN SAVED. BUT FOR NOW JAPAN SEEMS TO BE THE PLACE THAT INFLATION FORGOT YET AGAIN try’s periodic bouts of deflation.

Companies have a good reason to resist increases. Last week Kikkoman, a producer of soy sauce, announced a 4-10% increase in its prices from February. Such an event might barely be noticed in America. But in Japan it made the national news.

Another crucial factor is the weakness of Japan’s consumer recovery. Private spending fell in the third quarter of the year, and is now 3.5% below where it was at the end of 2019. Spending on durable goods, the source of much American inflation, has been practically flat for the past eight years in Japan.

The Bank of Japan was an early adopter of zero-interest-rate policies and bond-buying programmes, tools that have since been used elsewhere in the rich world as interest rates hit rock-bottom after the global financial crisis of 2007-09. The ab-

sence in Japan of the same inflationary pressures apparent across other advanced economies once again makes the country a laboratory for economists.

Despite the Bank of Japan’s activism, inflation has persistently failed to reach its 2% target. Its assets ran to 103% of Japanese nominal GDP even before the pandemic, and bond and stock purchases since have pushed that share up to 134%. In the same period, the Federal Reserve’s purchases have risen from 19% to 36% of American GDP. The Bank of Japan’s policy to keep ten-year government-bond yields at around 0% is still firmly in place, even as a similar effort at yield-curve control by the Reserve Bank of Australia was abandoned after it came under market pressure in October.

This suggests that whatever is raising prices elsewhere in the world—whether supply-side constraints associated with the pan-

demic, demand-side stimulus, or some combination of the two— monetary easing alone is struggling to move the needle when confronted with decades of low inflation expectations. Kishida Fumio, Japan’s new prime minister, has vowed to deploy a fiscal-stimulus package that includes cash for poor families and the under-18s. Analysts at Barclays, another bank, expect new spending worth 3.7% of GDP. These handouts may well nudge up inflation, if the money is actually spent by consumers rather than saved. But for now Japan seems to be the place that inflation forgot yet again.

From The Economist, published under licence.

The original article, in English, can be found on www.economist.com

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We Will Meet the Expectations of Beer Fans Some of the world's major brands have been moving in this direction for years, and I must underline that I am especially proud that Carlsberg is one of them. The numerous activities that the company carries out globally relating to sustainable development are one of the important reasons why I joined the Carlsberg team manager, it is valuable when you get the opportunity to understand the needs of all segments of the organization, because that facilitates work with colleagues and a more efficient approach to your job.

I started my career in the confectionery industry, more precisely in Bambi, in the sales sector (in the controlling department).

There I learned from more experienced colleagues and worked together with them on large-scale projects. Since then, I have had the good fortune and pleasure to continue my professional development in some of the largest companies in our country such as Jaffa, Nestle, and recently Carlsberg Serbia.

From previous experiences, i.e. before coming to Carlsberg, I would like to single out a very important regional experience that I amassed at Nestle, where I had the opportunity to lead the markets of Southeast Europe. I worked over a year at the company's headquarters in Switzerland. Although it may seem that the markets of our region are similar, the reality is often very different. And yet, each idiosyncrasy of an individual market encourages you to come up with new ideas and inspires you to expand your business horizons.

MILAN PERIĆ Marketing and Communications Director at Carlsberg Serbia d.o.o

head of the upcoming holiday season, we spoke with Milan Perić, Marketing and Communications Director at Carlsberg Serbia, about his abundant work experience, starting to work for Carlsberg and his favourite campaigns and plans for 2022. "Trying to reach consumers today is a complex process that requires adjusting your efforts to new trends. Being among the market leaders gives a competitive advantage," says Mr Perić.

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EACH IDIOSYNCRASY OF AN INDIVIDUAL MARKET ENCOURAGES YOU TO COME UP WITH NEW IDEAS AND INSPIRES YOU TO EXPAND YOUR BUSINESS HORIZONS You have vast experience in the FMCG sector, from where you came to the position of Marketing and Communications Director at Carlsberg. Can you tell us more about your experience?

— When I look back on the last 15 years and all my professional experience, the most valuable

thing is that I had the opportunity to see the business from different perspectives of a commercial organization, starting with sales, finance, trade, and finally the brand.

Personally, I think that, not only in terms of expertise but especially in terms of maturing as a

How complex is the Serbian market given the different customer habits and where do you see room for Carlsberg brands?

— The beer market is, dare I say it, one of the most competitive markets in Serbia, and numerous beer brands sold at our supermarkets testify to this. I think that competitiveness is very good for the entire beer industry as it forces us to be constantly awake, to listen to consumers, to often start trends ourselves and to continuously develop.

Since coming to the Serbi-

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an market, Carlsberg has been known as a pioneer in innovation and we are proud of our abundant portfolio that has a wide range of beer consumer preferences. We always like to underline that our brands, in addition to top quality, each for themselves, have their own story that speaks to different generations and people with different interests, specific tastes and characters.

While, on the one hand, Tuborg is synonymous with the lifestyle of young generations, always present in the activities that young people do, from music to expressing themselves in specific branches of art, Lav, on the other hand, is part of festive family meals or going out with friends after a hard day at work. There is also Blanc as an indispensable "spice" of special occasions when you want to please dear people with refined food. Our chilled Somersby is perfect for celebrating special moments in your life or transforming ordinary moments into special ones. Last but not least, there is Carlsberg, the flagship of our portfolio, which is synonymous with a proud tradition and unparalleled quality.

In short, the answer to the second part of your question would be, we see ourselves in the beer market everywhere where there are fans of good beer and positive energy.

In addition to Serbia, you are in charge of marketing in Montenegro and Bosnia and Herzegovina. What connects these markets and how much does it make it easier (or harder) to do campaigns there?

— As part of a company that operates in over 150 markets worldwide, international brands such as Carlsberg, Tuborg, Kronenbourg Blanc, Somersby cider and others certainly play a major role in our portfolio. Therefore, campaigns for these brands can be largely created at the level of the entire Carlsberg Serbia Group (Serbia, Bosnia and Herzegovina and Montenegro).

On the other hand, each of these three markets has its own peculiarities that require an individual approach, especially in the so-called mainstream segment, and you should not ignore them.

If I add to that that, in each of these markets, every geographical region requires a special analysis and business plan, everyday challenges become quite complex.

AS FOR CARLSBERG SERBIA, OUR PLANS FOR NEXT YEAR ARE READY AND WE ARE VERY MUCH LOOKING FORWARD TO ALL THE CAMPAIGNS WE ARE WORKING ON However, diversity does not imply a lack of synergy, but it can lead to better results and a better team at the Serbia Group, of which we are very proud, by mutually complementing each other and sharing experiences.

You have been active in marketing and brand management for quite some time. How would you rate the current situation in your profession and how will marketing develop in the post-crisis period?

— Most big brands are already slowly contemplating the new generation called Alpha because it will certainly be the most educated generation ever as the first generation born into high technolo-

gy. Exposure to technology during their formative years and full digital literacy are likely to result in high expectations, shorter attention spans and other peculiarities.

Their marketing has already started. Just look at, for instance, Ryan’s World YouTube channel.

The famous 4P marketers are largely switching to 4E - Engagement, Experience, Exclusivity and Emotion. Emotional Branding is what helps a brand differentiate itself and changes the question from „How are we going to sell our product?“ to „Why are we selling our product?“ Today, the world's largest brands sell not only the product but also the experience, emotions and the story that goes with it.

Social networks have become a gold mine of information and in the coming years, they will help us all understand more about our consumers, their habits and aspirations.

Finally, I would like to mention another change that will colour marketing in the future and which the pandemic has only expedited - that is the socially responsible action of brands and directing marketing activities on issues of great social importance, among which environmental protection and reducing the human impact the pollution of the planet take precedent.

Some of the world's major brands have been moving in this direction for years, and I must underline that I am especially proud that Carlsberg is one of them. The numerous activities that the company carries out globally relating to sustainable development are one of the important reasons why I joined the Carlsberg team.

To be honest, this is a trend that is largely driven by consumers themselves. Today, people are paying more attention to the products they buy and numerous studies have shown that most of them prefer the brands of those companies that behave responsibly towards the community.

What are Carlsberg and your sector's plans for next year?

— In terms of the entire beer industry, 2022 will be a challenging year, because the consequences of the COVID-induced pandemic have only just begun to spill over into the global economy, and the beer sector will inevitably feel that as well.

As for Carlsberg Serbia, our plans for next year are ready and we are very much looking forward to all the campaigns we are working on, as well as how our consumers will react to the innovations that we will present to the domestic market.

I can't divulge the details now, but I'm confident that we will meet the expectations of beer fans.

THE FAVOURITE CAMPAIGN What is your favourite Carlsberg campaign?

I am a big fan of the actor Mads Mikkelsen, and the Danish way of life has always appealed to me. One of Carlsberg's new commercials with Mads in the leading role is my favourite at the moment. I like how Carlsberg is presented as a part of Danish culture. This is certainly deserving because when you visit Copenhagen and see for yourself the rich heritage that Carlsberg has left to the Danes and the whole world.

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CORPORATE

Growing Business Without Obstacles Two decades of hard work and dedication in serving our clients led us to today where we have a strong and prosperous regional company, and more importantly, where our results are constantly growing and our clients are more delighted

the Delight Group has reorganized and advanced its already initiated plans to lead us to the success story we have today. We optimized workflows and established collaboration practices, which brought us to the position where we continued to grow and expand despite the given situation faced by us all. With an ever-changing work environment, our set processes brought new value to customers, gave space to innovation, and increased our productivity to a record-breaking result.

As we reached our milestones of more than 10,000 clients from an array of industries and 50,000 unique customer cases, we are also getting ready to mark the most financially successful year to date, regardless of the last two challenging Covid-19 years and heavily affected economy and industry.

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MARKO TANAZEVIĆ CEO of Delight Group

n an interview for Diplomacy&Commerce magazine, Mr. Marko Tanazević, CEO of Delight Group, says that human capital, i.e. specialized and creative professionals, who have a systematic and customized approach to clients, are the Group's greatest forte.

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Could you tell us something about the Group’s path to success?

— In the initial years of the new millennium, we began developing our range of services and products. In most recent history, we became a regional fully integrated office solution provider.

We truly believe that we offer the best value for our client’s investment and deliver creative, innovative, and inspiring office solutions with high-quality products and services. The Delight Group is the only regional player in SEE in-office solutions with a comprehensive portfolio of leading global brands, exclusive partnerships, and best-performing associates.

With a business strategy based on acquiring, advancing and nur-

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OUR GROWTH WILL BE ENSURED THROUGH FURTHER DIGITALIZATION OF ALL PROCESSES ENCOMPASSED THROUGH CUSTOM-MADE SOLUTIONS AND BUSINESS MODULES turing long-established partnerships and collaborations, we have instituted a range of creative, architectural and technological solutions designed to advance and foster an improved work environment. For our clients and their teams, this means supporting them to reach their full potential while simplifying their daily work by delivering our solutions.

What is your greatest forte?

— Our greatest asset is human capital, and with more than 100 specialized and creative professionals, we, the Delight Group, have the competence and capacity to deliver complex project undertakings. Systematic and customized approach to clients, transparency, cost control and project management are just some of the Delight Group advantages and opportunities. Single point communication and methodology are

faster and quicker, therefore truly valuable to most businesses.

Integrated business operations, unified team decision-making process, and finally the delivery of a secured solution leads to the fulfilment of our client's needs and overcomes their expectations. Our centralized business operations system provides our client with the possibility for procurement at the highest and unified level of quality, service and professionals’ pool, regardless of their location.

How has Covid-19 affected your business operations and what has changed?

— Our corporate approach has brought us to where we are today, and at the core over the recent years was the digitalization of all operations and automation of main business processes. Regardless of the challenges and economic effects of the Covid-19,

Could you tell us more about your goals and plans?

— Our future is preselected by our core values, which we plan to respect and uphold, and our corporate strategy underlines this. In short, we aspire to keep on growing and offer the best possible service to our clients by nurturing our high-performing human capital and forever improving our innovative processes that deliver a better day @ work to our clients. Our growth will be ensured, through further digitalization of all processes encompassed through custom-made solutions and business modules.

Together with our partners and management, we recognized that one of the steps to achieve these goals is to expand our Adria presence even further onto Southeast Europe and position ourselves in eight countries, covering a market of 40 million people. Furthermore, our clients are our most valued ambassadors. If you combine this with a highly specialized and innovative professional team and inspiring leadership, and finally a superb and unsurpassed product, you are set for success and growth without obstacles.

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COMMENT

Pandemics as an Excuse for the Poor Performance Maybe pandemics and travel ban aren't the major causes for the collapse of airlines, but it appeared as a point of no return

By DRAGAN NIKOLIĆ Editor-in-chief of Aviatica News Portal

ust before the pandemics started Adria Airways filed for bankruptcy.

Someone might say that the Slovene national airline was saved from the historic industry crash.

One of the most challenging eras for the aviation has come, and the survivers have started to fight another struggling battle for air. The collapse of air travel was inevitable immediately after the pandemic outbreak, when the travel ban was introduced globally.

As soon as the world was stopped, being in red changed its meaning from "getting through "to "going to die”. Only a few airlines posted optimistic balance sheets with enough cash needed to survive, but most of them, including the largest ones, are stalled.

Costs in the airline industry are usually enormous, and they could only be covered with steady growth, which was (and still is) impossible to achieve.

International Air Transport Association (IATA) published many reviews claiming that the Covid-19 pandemics caused unprecedented crises in the airline industry. Consequently, a number of bankruptcies were seen all over the Globe with weak prospects for a recovery.

The situation in the Southeast Europe was no different. Difficult times didn’t come; they was here already, and the travel ban only froze local airlines in a cramped position.

But, contrary to other airlines elsewhere, regional ones took their chance with repositioning and reorganization. Well, at least some of them. Croatian Airlines is still finding its way, which is not any different than before Covid-19. The Croatian national air-

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line has been on the sidelines for a long time, unsuccessfully trying to define itself. It would be unfair to say that the pandemic cause their problems, but it is clear that problems emerged once the virus stopped the business. Both domestic and international travel was halted, and the already weak network from their Zagreb hub was simply shredded into pieces that are hard to glue again.

In August 2021, Croatia Air-

in good and bad circumstances, as a major segment of Croatia's transport infrastructure," states in their statement.

It was evident globally that airlines should act immediately and make impeccable and bold moves as soon as the travel ban was lifted. While Croats failed to be proactive and failed to anticipate the end of travel stoppage, their Serbian counterpart, Air Serbia, seems to do it properly.

THE MAGNITUDE OF THE COVID-19 CRISIS FOR AIRLINES IS ENORMOUS. OVER THE 2020-2022 PERIOD, TOTAL LOSSES COULD TOP $200 BILLION lines' Supervisory Board accepts the Post-COVID Strategy proposal and Croatia's flag carrier's new development path. "Croatia Airlines remains committed to its primary objective – connecting the Republic of Croatia with the World throughout the entire year, both

Although not recognized as the brightest in the class for many years before, Serbian national airline made some surprisingly clever moves and made some success in the crises. Let's go back to Adria Airways at this point. When Adria ceased its operations, Air

Serbia promptly reacted by introducing more flights from Belgrade to Ljubljana, grabbing stranded passengers, and showing its unlooked-for potential of seizing the new market(s). Yes, this was before the coronavirus spread, but when looking at that from this perspective, it was a kind of a probe that drafted an emergency response plan.

Air Serbia managed to turn the pandemic into leverage, at least in the SEE region, thanks to its ability to react quickly and without fear from any bureaucratic fine that might come from the Serbian and EU administration. As the European Common Aviation Area (ECAA) signatory, Serbia acts as a full member of the European Union when it comes to aviation.

Therefore, it is obliged to abide by all EU rules concerning air travel and market regulation, including rigorous protection of competition acts.

Let's imagine a scene where there are many hungry people

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with thin wallets inside the supermarket, and suddenly there’s a power cut. Those who never tried to steal anything or are just scared of sanctions are now tempted to grab just a piece of bread to survive. That's precisely the same in the EU (and ECAA) right now when the administration loosened up the usually rigid rules and turned off the lights in the store. Many airlines, including the largest ones like Lufthansa and Air France, embrace the chance to receive financial aids from their governments. European Commission decided to turn a blind eye to those so-called Covid-19 relief measures.

Both Croatia Airlines and Air Serbia received this aid which couldn't be possible without the pandemic. Some airlines disappeared in the past just because they received cash from their governments, but the EU insisted that it must be paid back. (Let's leave MALEV rest in peace).

Anyway, surviving the crisis seems easier for Air Serbia than for Croatian Airlines. They both got some perks from the European

administration lost inside a maze of strange decisions, but the Serbian airline company has beaten its path far off. When the travel bans around the Globe started to be released, Air Serbia discovered many new opportunities, which now show to be lucrative. That's how Russia became a significant market for the Serbian airline company. Several secondary airports in remote Russian provinces (Rostov, Krasnodar) were included in Air Serbia's network and dramatically raised the passenger

Bosnia, a small Bosnian startup backed by Turkish Airlines in 2017, was forced to land due to Covid-19 before it properly took off. While it is easy to blame the pandemic for all failures, the Bosnian attempt to establish its national airline, noone knows after how many tries, was destined to fail. The Turkish big brother has never been keen to do business there. It was just propaganda used

by Bosnian politicians, which has no foothold in economic reality.

Today, only a few years after the

WE CAN ONLY DISCUSS AND GUESS WHO HAS BETTER CRISIS MANAGEMENT, BUT THE OUTCOME WILL BE SEEN ONLY AFTER THE END OF THE PANDEMIC - IF IT EVER COMES numbers.

When everyone is drowning, the lighter ones will easily stay above the water. And just like that, smaller airlines in Southeast Europe are within seconds to death but can still take a breath. Fly-

promising beginning, the airline is grounded with no activities.

And, no, the pandemic has nothing to do with it. In fact, it helped!

Neighboring Montenegro experienced a crazy story. Their national airline, Montenegro Air-

lines, was overthrown in a blitzkrieg operation taken by the new government elected in December 2020. The old airline had a burden of corruption, debts, too many employees, political governance. The old establishment of the Democratic Party of Socialists (DPS) strongly opposed writing off Montenegro Airlines, but they were accused of destroying the airline through years of corruption and negligence. It was mission impossible to save it, after all. A new airline was born and was named Air Montenegro. Starting from scratch, literally in no time, the Montenegrin government set up flights despite the challenging times. From June 2021, Air Montenegro has been flying and trying to find its own safe place in the disturbed market. Despite the coronavirus!

The airline industry's future is unpredictable, though, and no one knows if those business ventures will eventually succeed.

There are some signs of recovery now when travel bans are being lifted. Vaccination helps a lot. The USA reopened its borders for all

CORPORATE

Trade Secrets are the Key to the Success of Digital Companies

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In addition to numerous advantages, digitalization has brought certain risks that companies and individuals have to face, and these are mainly related to the protection of personal data, i.e. the implementation of the GDPR NENAD CVJETIĆANIN Managing Partner at the Cvjetićanin&Partners Law Firm

he Cvjetićanin&Partners Law Firm has been providing legal assistance to highly digitalized companies that are leaders in their respective industries for more than a decade. The firm’s team is composed of young, innovative and promising people, who always try and succeed in offering their clients solutions tailored to their business models.

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What do you think is the most important factor for the success of a digital company in the Serbian market?

— I believe that trade secrets carry the greatest value for such companies. Hence, there is an overriding need to protect data that are the subject of a trade secret. In practice, this is most often done by concluding an NDA (non-disclosure agreement).

In addition to protecting their trade secrets,

what else is important to such companies?

— The protection of intellectual property rights is equally important. First and foremost, this is trademark protection, which provides the company with a market identity and makes it recognizable. Moreover, the possibility of protecting the company's Internet domain from common practices such as cyber squatting depends on the timely registration of the trademark. Unfortunately, there are a lot of such disputes, and we resolve them quite efficiently before panels such as the RINDS Commission for Domain Name Dispute Resolution.

Also, for IT companies, the protection of computer programmes (applications) that are their products is very important. Computer programme has copyright protection, but we also

YOUNG GENERATIONS OF LAWYERS FAVOUR DIGITALIZATION AND THE AREAS OF LAW THAT REGULATE THIS AREA OF LAW

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advise that the source code should be deposited with the Intellectual Property Office, for additional legal security.

Does digitalization have downsides?

— In addition to numerous advantages, digitalization has brought certain risks that companies and individuals have to face, and these are mainly related to the protection of personal data, i.e. the implementation of the GDPR. What do you think of the young, up and coming lawyers?

— Young generations of lawyers favour digitalization and the areas of law that regulate this by establishing a new department for studying this area of law. I think universities should recognize that. Our law firm strives to provide its modest contribution by organizing and conducting student internships over the years, in cooperation with universities.

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CORPORATE

Progress is Evident in the Entire Region ReSPA - ten years of joint endeavour of the European Commission and the Western Balkans governments in public administration reform

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RATKA SEKULOVIĆ ReSPA Director

ounded as a joint endeavour of the European Commission and the governments of the Western Balkans, ReSPA has been networking ministries and public administration institutions in the region and connecting them with the European Commission and experts involved in public administration reform in EU member states. The knowledge sharing and learning from best practices influence the formation of public policies and processes needed for the efficient public administration reform processes in the region by making them more efficient.

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What this means in practice, Ms Ratka Sekulović, ReSPA Director, who has been managing this institution over the last five years will explain.

— You briefly explained the role of ReSPA in the region and what our focus is. First of all, I would like to emphasize that public administration reform is a long and complex process not only in our region but also within the EU member states. At the same time, it is one of the key preconditions for the integration of the countries of the region into the mem-

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bership of the European Union.

It is clear that the European Commission itself, aware of the complexity of the reform processes ahead of the region 10 years ago, has expressed the need to establish ReSPA. During the first years of its work, ReSPA was a training center for civil servants

ministration reform? Is it possible to give a general overview?

— Progress is evident in the entire region, especially during the last few years. The processes are accelerating, the countries of the region are paying more and more attention to digitalization and transformation of services, which are now

RESPA HAS ORGANIZED MORE THAN 400 EVENTS WITH MORE THAN 6,000 PARTICIPANTS FROM ALL OVER THE REGION in the region, but also a unique opportunity for them to meet and share their experience. In 2015 we redefined the role and position of ReSPA and positioned it as a regional hub for networking actors involved in public administration reform and their connection with globally and EU prominent experts.

ReSPA has organized more than 400 events with more than 6,000 participants from all over the region who embedded the acquired knowledge and experience into the reform processes within their countries.

In your opinion, how is the region progressing in public ad-

much more focused on the needs of citizens, while at the same time the work of public administrations becomes more transparent and efficient. Also, a lot of work is being done on the harmonization of public policies and processes, so that the overall conclusion is that the region is progressing at a fairly uniform and stable pace in these reform processes.

What is the role of ReSPA in this progress? What specific activities and results can you single out and why?

— It is difficult to place ten years of work in one paragraph, especially when that work is related to complex thematic areas,

which is the case with our Programme of Work, and when they are not directly related to citizens but to empowering civil servants who further incorporate the acquired knowledge, skills and tools into the reform processes and institutional progress. Conducting more than 30 studies that include more than 150 concrete regional and country-specific recommendations (with clear guidelines for improving the employment process, digital transformation of public administrations, quality management and harmonization of public policies), introduction of European tools for improving the quality of public administration services such as the Common Assessment Framework (CAF) across the public institutions in the region, formation of a regional Quality Management Centre and Regional Network of Policy Coordinators are just some of examples of how ReSPA in practical way foster reform processes.

How do you rate the cooperation with ReSPA member countries and how does it reflect on their national public administration reform strategies?

— Again, it is a difficult task to specify and single out the results at the national level individually, but this is a good opportunity to present the In-Country Support Mechanism - a support mechanism that we introduced a few years ago and which proved to be a very practical and effective form of support. Through this mechanism, ReSPA has supported the optimization of public administration, influenced the drafting of the Law on Civil Servants, the Law on Internal Financial Control, the development of e-Learning systems, the development of digital transformation strategies and numerous other projects within member states.

Certainly, insisting on regional cooperation, good coordination with the European Commission and numerous program activities have a positive impact on the development and implementation of national strategies of our members.

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D I P L O M AC Y &

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JAHORINA SPECIAL EDITION

LOVE AS THE KEY TO SUCCESS

JAHORINA

INTRO

OLYMPIC QUEEN OF WINTER SPORTS

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SPECIAL EDITION

ahorina welcomes the new winter as a state-of-the-art ski centre in this part of Europe. The new Poljica gondola, first of its kind in this area, which was designed by the Italian company Pininfarina, is the most significant investment in a series of novelties. With an increased capacity to 3,600 skiers per hour, light effects and a warm link that connects it to the Olympic Bar, the gondola is available both for day and night skiing, as well as for panoramic sightseeing. Two brand new six-seater lifts and two new ski lifts complete the offer of this ski centre of a total of 24 ski slopes with a length of 47km connected into a single unit with 16 vertical transport installations and a total capacity of 28,800 skiers per hour. In addition to 47km of perfectly prepared alpine ski slopes, Jahorina has 10km of Nordic skiing slopes that correspond to the highest global standards.

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JAHORINA

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INTERVIEW

LOVE AS THE KEY TO BUSINESS SUCCESS DEJAN LJEVNAIĆ Director of Jahorina OC

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DESTINATION FOR EVERYBODY

WINTER

MORE THAN JUST SKIING

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TOURISM

SUMMER

MOUNTAIN FOR ALL SEASONS

TRADITION

OLYMPIC QUEEN

15 Photos: Marija Nišić, Jadran Ćilić and Aleksandar Arsenović

EVENTS

FUN AND SPORTS IN ONE PLACE SPECIAL EDITION

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INTERVIEW

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Before I was appointed the director of the Jahorina Olympic Centre, I had worked for ten years on the development of ski centres in Serbia, where I learned the trade, so to speak.

Together with my team, I adapted and implemented the experience gained on Jahorina, and now we are proud of the fact that we are managing the most modern ski centre in the wider region DEJAN LJEVNAIĆ Director of Jahorina OC

he director of the Jahorina Olympic Centre, Dejan Ljevnaić, a skier and visionary, is the recipient of the top European award - Jubilee Golden Plaque for Lifetime Achievement – and should be credited with making the Jahorina ski resort flourish. He managed to 'awaken' the Olympic mountain of Jahorina and position it on the map of European ski centres. Mr Ljevnaić also made a huge contribution to the development of the tourism business in Bosnia and Herzegovina, the region and Europe, and worked on developing friendship and cooperation in order to connect people and countries based on respect. In an interview for Diplomacy&Commerce, he told us what it was like to create the future of skiing in the Balkans and how a ski trip took him to faraway China.

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ALTHOUGH WE ARE IMPLEMENTING MANY LARGE-SCALE PROJECTS ON JAHORINA, OUR BASIC MOTIVE AND GOAL ARE TO ENCOURAGE CHILDREN TO LOVE NATURE AND MAKE ADULTS RETURN TO NATURE, BECAUSE NATURE IS THE ONLY INEXHAUSTIBLE SOURCE OF POSITIVE ENERGY Where and when was your love for skiing born, which you have successfully transformed into successes and great achievements in the last 15 years?

— It all started in Rijeka, the city where I was born and lived for some time. After Rijeka, I moved to Belgrade where I continued my studies and where I got involved in the ski business and managed the ski resorts of Kopaonik, all the way to Jahorina. I learned how to ski on Platak where I made my first tentative steps in the snow. I remember that we went to

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SPECIAL EDITION

Platak with the Vladimir Gortan Elementary School. It was on Platak that my great love and passion for mountains and skiing was born. Over time, I turned that love into a job that I make a living from and that I truly enjoy.

Before I was appointed the director of the Jahorina Olympic Centre, I had worked for ten years on the development of ski centres in Serbia, where I learned the trade, so to speak.

Together with my team, I adapted and implemented the experience gained on Jahorina, and now we are proud of the fact that we are managing the most modern ski centre in the wider region.

Of course, we have invested a lot in know-how and in our engineers because, after all, this is a peculiar activity that not many people do and are knowledgeable about. On the Kopaonik Mountain in Serbia, we built over 17 new ski lifts, we also built the entire Stara Planina ski centre, as well as the Tornik ski resort on Zlatibor and the Divčibare ski centre. We also worked on restoring the Brezovica ski resort.

We are currently working in the entire region – on the Popova Šapka in North Macedonia and in almost all ski centres in Montenegro (from Mavrovo, Žabljak and Kolašin to Cmiljača and Mojkovac). We also worked on the Bjelašnica in Bosnia and Herzegovina, on Sljeme in Croatia and almost all ski resorts in Slovenia.

Jahorina is currently a construction hub and you are building more than during the Olympics. A little over 4 years ago, you were appointed the director of the Jahorina Olympic Centre. Have you accomplished at least half of your plans so far?

— We have done a lot – on average 20 concurrent projects per year. We did a lot of hard work, had many sleepless nights, but have also successfully implemented projects that are

JAHORINA

now managed well. I can say that we have done even more than planned. Jahorina has experienced its complete rebirth.

Although, there is still room for improvement and I know that things can always be better. We have an abundance of ideas and with the help of our government and our supervisory board, success is guaranteed. We all function as one team and we do everything for the benefit of Jahorina and future generations that will benefit greatly from this project. We can already see the benefits in practice.

You are active on social media to promote skiing and spending time in nature.

— Although we are implementing many large-scale projects on Jahorina, our basic motive and goal are to encourage children to love nature and make adults return to nature, because nature is the only inexhaustible source of positive energy. I created social media pages with the goal to show all the natural attractions that I see here every day and to try to motivate people to spend as much time as possible outdoors and in nature.

I came up with the idea to create pages on social networks, and to use this medium, which currently has a huge impact on children and youth, to promote healthy habits, as well as to present the huge natural potential we have, but for educational purposes. Furthermore, I want to create a small encyclopedia about skiing. We have successfully realized the ’Be a child of Jahorina’ campaign and I must say that the interest exceeded all our expectations. Over 2,000 children applied and I am very happy to see this great interest.

Thanks to the years spent in the ski business and a lot of time and effort invested in acquiring knowledge, during your career you were involved in the construction of many ski centres throughout Europe. Is it true that you have now expanded your activities to the Chinese market?

— Now, after 15 years of work, and amassing knowledge and experience in the world of ski tourism, I am involved in the Winter Olympics in China, where, together with my partners, I am designing ski slopes, planning and building snowmaking systems and educating and training Chinese skiers.

My cooperation with China began four years ago. Namely, as a bourgeois sport, skiing has not been popular among the Chinese throughout history. However, when they won the bid to hold the Olympics, i.e. when it was announced that Beijing would host the Winter Olympic Games, China decided that they must build ski resorts, have 200 million skiers and encourage the population to practise this sport by 2022. In the run-up to the Games, 47 ski resorts are currently being built in China, and in addition to infrastructure, they are investing heavily in the development and promotion of skiing as a sport, with their athletes training around the world. Some are also training on Jahorina and Bjelašnica. Until now, China did not have an artificial snow system, nor cable cars. Now, they are building a complete infrastruc-

WE HAVE DONE A LOT – ON AVERAGE 20 CONCURRENT PROJECTS PER YEAR. WE DID A LOT OF HARD WORK, HAD MANY SLEEPLESS NIGHTS, BUT HAVE ALSO SUCCESSFULLY IMPLEMENTED PROJECTS THAT ARE NOW MANAGED WELL ture, which is a big thing for them and for the development of skiing in the country which is the largest market in the world due to the sheer size of its population.

Skiing is developing rapidly in China, and in addition to the Chinese investing heavily in ski infrastructure, they are also investing in the training of professional skiers. Thus, two years ago, more than 150 skiers were accommodated on Jahorina and Bjelašnica, where they trained and prepared for the Olympic Games. They were extremely satisfied with the conditions and expressed their desire to visit Jahorina again. This visit allowed us to present our new investments, which have now been successfully implemented.

ONE OF THE GREATEST RECOGNITIONS You have received many awards during your career and very few people know that you are a member of the prestigious Shanghai Ski Club?

- One of my biggest accolades is being nominated for a member of the Shanghai Ski Club which was founded ahead of the Winter Olympics to connect the Alps and China. I am now the club member, along with some of the biggest names in the ski world such as Erich Gummerer, owner of

TechnoAlpin, who invented and launched the artificial snow system, Austrian Olympic skiers such as Hermann Maier and Marc Girardelli and Michael Doppelmayr, owner of the largest cable car manufacturing company in the world. It is a great honour to find myself in this environment and I am happy because my work and achievements are recognized and appreciated in the world.

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TOURISM

DESTINATION FOR EVERYBODY If you want to go skiing, have fun or escape the summer heat, Jahorina is the right place for you. This mountain has activities for all generations and numerous accommodation facilities for travellers from all over the world ahorina is a must-see destination on the itinerary of snow and winter sports fans from every corner of the world. Up to 265,000 skiers visit the mountain during the winter season. In addition to domestic tourists, the largest number of foreign visitors come from Serbia, Croatia, Montenegro and Slovenia, but also from countries such as Turkey, China, Hungary, the United Arab Emirates, Germany, Austria, Italy, and even Russia, Singapore and Great Britain.

This mountain is suitable for absolutely every age, but it is mostly considered an ideal place for family winter vacations.

Most of our visitors are from ages 15 to 45, small children and seniors, who are very happy to spend their late working and retirement days in the fresh air and snow.

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Jahorina has ample accommodation, both hotel and private, which can comfortably take a quarter of a million visitors during each season in facilities that are exactly to their taste.

With the highest peak Ogorjelica standing at 1,916m altitude, this powerful mountain, part of the Dinaric mountain range, is located at the junction of cold continental and warm Mediterranean climate. Such a climate is conducive to large amounts of snowfall, so the average number of snowy days stands at over 145, and the height of the snow can go up to 5m. The ten-year average snow heigh in February is 106cm. The snow here starts falling in October and melts around May. During the summer, this mighty mountain has a very favourable climate with beautiful spring and summer, during which it is covered with green grass and various plants and trees, including beech, fir, spruce, maple and large vast pastures and meadows. Such a climate provides excellent conditions for athletes getting ready for competitions, and for guests suffering from respiratory diseases, as well as for anybody who wants to enjoy the magnificent, unspoiled nature and the intoxicating scent of the forest and its fruits.

Jahorina also offers a variety of activities for visitors who are not that fond of skiing. This ski centre is known for providing good fun, and hosting concerts of the biggest regional music stars, music festivals and performances. Jahorina is known for its good entertainment and hospitable approach to guests, excellent gastronomic and wellness offer. The mountain leaves nobody indifferent and most of the visitors come back, enchanted with everything that Jahorina has to offer.

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OLYMPIC BAR Olympic Bar is located at the very top of Jahorina and has a great view of the large lake and the surrounding mountains. Warmly tucked away, spanning 700 square metres, the Olympic Bar is a mountain spot with the best gastronomic offer. By pushing the boundaries of enjoyment, you can satisfy all your senses with excellent food made from locally sourced ingredients and a top-notch offer of drinks, refreshments and alcoholic beverages. You can reach the bar via a special warm tunnel from the new gondola, where friendly staff awaits you.

In the evening, the bar is the best place to spend time at, since you feel as you are on top of the world. Watching the mountain at night, which exudes strength and peace, is very a special feeling, as is riding on a gondola or a powerful snow grooming machine. Get ready to create new unforgettable memories!

RIDING ON A SNOW GROOMING MACHINE AND IN A VIP GONDOLA CABIN Don’t miss the opportunity to enjoy a ride on a snow grooming machine and feel the magic of the mountain at night. Choose an unforgettable ride to the top of the mountain from starting at Poljica, from 5 pm to 9 pm, or book a private ride lasting 20 minutes via email skipass@oc-jahorina.com .

If you decide to use one of the VIP cabins on the Poljica gondola or the Partizan gondola, you will create very special memories. Enjoy a romantic ride for two or celebrate a significant event with your friends or family, comfortably tucked away during this glamorous ride while enjoying complimentary mountain specialities and champagne.

CUISINE Clean air and physical activity will work your appetite, and the traditional cuisine found on Jahorina is ideal for satisfying your hunger. The homemade specialities here are turkey with kajmak (clotted cream cheese), proja (cornbread) and beef or bacon stew. The homemade pie that is prepared at the Olympic Bar is something is unique and prepared in a way that our mothers and grandmothers used to make them.

Every day, the cooks on Jahorina prepare homemade pie for their guests, for that warm and homely feeling.

Donuts with homemade kajmak, Jahorina cutlet and pork chop with cabbage are dishes that almost no one can resist, which a made with extra love in the unique ambience. You have to tray homemade baklava and pancakes, as the sweetest ending to every meal.

SOUVENIR SHOP At the top of Jahorina, at the very entrance to the Olympic Bar, there is a conceptual souvenir shop whose ambience and products are perfectly synchronized with Jahorina's tourist offer, which is based on local tradition and heritage.

Souvenirs are a special part of the tourist offer that emotionally connects the visitor to the place and reminds them of the time spent here. Souvenirs are ambassadors of tourism, an object that creates memories and very often we buy it intending to give it to someone we love or want to cheer up or we buy it as a reminder of our stay at a certain place.

TRANSPORT Sarajevo, the capital of Bosnia and Herzegovina, is also the nearest large city. You can get to Jahorina from Sarajevo airport in two ways. The first leads through East Sarajevo (31km long road) and the second through Pale (37km long road). Jahorina is 210km away from Banja Luka, 540km from Ljubljana, 260km from Podgorica, 400km from Zagreb and 320km from Belgrade.

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WINTER

MORE THAN JUST SKIING With almost 50 kilometres of different ski trails, Jahorina is a real oasis for ski lovers. Moreover, the mountain provides an opportunity to indulge in other winter sports, but also to have fun, relax and enjoy a variety of activities

ahorina has a total of 24 ski trails that are 47km long and connected into a single unit with 16 vertical transport installations of a total capacity of 28,800 skiers per hour. In addition to 47km of ideally prepared alpine ski trails, Jahorina has a total of 10km of Nordic skiing trails, built in line with the highest global standards.

The Poljica gondola, designed by the Italian company Pininfarina, attracts the most attention. With its increased capacity to 3,600 skiers per hour, light effects and a warm connection, the gondola is available for skiing during day or night, as well as for panoramic sightseeing.

Professional skiers choose Jahorina as an ideal destination for training for competitions, while as many as 11 homologated ski trails can be adapted to any of the largest worldclass competitions. This is the only mountain in the world

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THE ICONIC SKI SLOPE, OLYMPIC DOWNHILL, IS AGAIN AVAILABLE FOR SKIING AND BREAKING OLYMPIC SKI RECORDS AFTER MORE THAN 30 YEARS that has the privilege of one of its slopes being named after the most famous tennis player in the world, Novak Djoković.

Jahorina also has a total of 5km of slopes suitable for skiing at night. The iconic ski slope, Olympic Downhill, is again available for skiing and breaking Olympic ski records after more than 30 years.

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While experienced skiers usually choose the black runs to get their adrenaline pumping, beginners have at their disposal three modernly equipped ski slopes. With professional ski instructors and the Olympic Centre snowboarding school, skiing and snowboarding will become your favourite sports in no time. Soon, you will be able to conquer even the black runs. Also, skiers can choose to ski on blue runs which are suitable for beginners or red runs, which are of medium difficulty.

The instructors from the Olympic Centre ski school teach future skiers or boarders in an interesting and exciting way, regardless of where they come from and what language they speak, with the view of amplifying the impressions these guests will take from their stay at the Olympic mountain. For this season, they have also prepared new training methods and various fast UPS courses which are available throughout the mountain. In addition to training absolute beginners, the Olympic Centre team is more than willing to share their skills with experienced skiers, in order to improve their skiing prowess.

Of course, there are special programmes for the youngest future skiers, which are learning to ski on a specially designed slope at the beginning of the Poljice trail. There is also a ski kindergarten in the Paradise Valley (Rajska Dolina) and the Trnovo kindergarten. Ski kindergartens have conveyor belts, a tubing track and fun props for the youngest skiers on which they can make their first ski steps and have endless fun on the snow.

Current tourist and recreational activities are suitable for

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NIGHT SKIING When the sun goes down, the re-arranged ski slopes are illuminated by special lights. Don’t miss this opportunity to indulge in night skiing while soaking in the great view of the mountain at night. Enjoy a night gondola ride and ski on as many as 5km of ski slopes. For the first time this winter season, skiers have at their disposal two cabin gondolas - Poljice and Partizan – that have lights installed in line with the FIS standards. The most popular new slope on Jahorina, named after the best tennis player in the world, Novak Djoković, is now fully lit.

all ages, but primarily for the younger population. There is also a specialized slope for tubing on a plastic surface. Both tubing trails are 10m long and are located in Poljice. There is also a 70m tubing trail in Rajska Dolina and a 150m-long tubing trail near the Trnovo kindergarten. Tubing is a great, year-round, adrenaline-packed activity.

Just as skiers have preferences when it comes to the slopes, they also have preferences when it comes to vertical transport, and the choice on Jahorina is really great. Visitors can choose a gondola, a six-seater or a ski lift anchor, while ski carpet is perfect for those skiers who are not too confident on their skies. A total of 16 ski lifts and gondolas can carry around 28,800 skiers every hour.

NEW GONDOLAS AND SKI LIFTS The Paradise Valley six-seater is located in the upper part of the mountain, i.e. in the eponymous valley. This six-seater can take up to 2,400 skiers per hour, which reduces crowding while skiers enjoy skiing in the most fabulous part of Jahorina.

The Trnovo six-seater also has a capacity of 2,400 skiers per hour and is located in the Trnovo resort. This part of Jahorina also has new ski slopes that will be covered in snow produced by the latest snowmaking system, but also a ski kindergarten with a conveyor belt and fun props for the little ones.

The most beautiful part of Jahorina, the famous Paradise Valley, also has two more ski lifts, called Javor and Spust, which transport skiers to the Spust slope, the place where the Olympic competition was held in 1984. The capacity of these two lifts is 1,950 skiers per hour.

THANKS TO THE SNOWMAKING MACHINE, THE JAHORINA OLYMPIC CENTRE WAS THE FIRST IN EUROPE TO OPEN A SKIING SEASON LAST YEAR

SNOWMAKING MACHINE FOR SAFE SKIING The area that the existing snowmaking machine on Jahorina covers has now been extended by 7km, which in turn, has increased the number of snow-covered slopes by almost 50 per cent. The first big change that the new management made was upgrading the ski slopes and investing in the snowmaking machine, knowing how important is for safety to have a reliable snowmaker.

Thanks to the snowmaking machine, the Jahorina Olympic Centre was the first in Europe to open a skiing season last year. At the moment, it is impossible to imagine a modern ski centre not having a snowmaking machine. Thanks to its cooperation with renowned companies, Jahorina also boasts the latest TechnoAlpin snowmaking system that covers 80 per cent of the Jahorina ski resort.

DON'T FORGET Skiing is not the only fun winter activity. Many restaurants and bars, concerts and shows will round off your stay on Jahorina.

The gondola creates a great atmosphere for everyone, while local gastronomic flavours, champagne and views of the mountain peaks add to the enjoyment.

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SUMMER

MOUNTAIN FOR ALL SEASONS At the end of the winter season, when the snow melts and with the first days of spring, nature begins to wake up, and the Jahorina Mountain turns into an increasingly pleasant location for a long-term stay. Jahorina abounds in unspoiled nature, coniferous forests, mountain springs, wild horses, mountain trails and numerous types of herbs and berries n times of extreme heat, many guests find moments of leisure in the activities that Jahorina offers: walks on marked mountain trails, cycling, mountain biking, panoramic views of mountain peaks, quad rides and activities for children. The mountain is especially popular with athletes for altitude training. Jahorina is for everyone and everyone's taste. Thanks to its abundant offer, it offers visitors leisure and relaxation for all the senses 365 days a year.

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JAHORINA IS FOR EVERYONE AND EVERYONE'S TASTE. THANKS TO ITS ABUNDANT OFFER, IT OFFERS VISITORS LEISURE AND RELAXATION FOR ALL THE SENSES 365 DAYS A YEAR 12

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The marked mountain trails are suitable for all fans of easy mountain walks and families, while some of the trails are intended for hikers who like a more demanding terrain and mountain biking. Choose one of the trails that suit your preferences and let the Jahorina adventure begin.

'The Love Trail' is the shortest and simplest trail, next to which there is a new outdoor gym with a rest area, as well as a football pitch with natural grass, basketball and volleyball courts. The sports and recreational trail is the longest trail here. It goes up and down the Olympic Mountain and its length stands at 13km, from the very foot to the highest peak of Ogorjelica, at 1,916m altitude. In addition, there is also the Olympic Trail, on which you will see diverse and authentic mountain cottages and facilities, as well as the Health Trail, which passes through dense forest landscapes.

'The Bicycle Descent' trail starts from the top of the mountain, which you can reach during the summer season by a six-seater cable car Poljica while enjoying a panoramic view of the mountain. The unspoiled nature and bicycle paths of Jahorina will delight every adrenaline junkie and fan of this type of extreme sport.

There is also the possibility to explore the mountain on quads, which you can drive through forest meadows and down the Jahorina slopes. Experience Jahorina in a different way, enjoy unreal landscapes, an unforgettable sunset and don't forget to take memorable photos!

If you want total relaxation and an escape from everyday life, take a walk through Jahorina in spring and summer and enjoy all its beauties. Add to this picking the medicinal herbs that this mountain abounds in, especially in fields of thyme, yarrow, mint and St. John's wort. Experience an abundance of scents and a multitude of colours of

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wildflowers. In addition to medicinal herbs, the mountain is rich in blueberries, cranberries and wild strawberries, which ripen in early August.

If you want to relax after an activity-packed day, you can go to one of the wellness centres with swimming pools, saunas, steam baths and massage parlours.

THE BIGGEST SUMMER ATTRACTIONS Jahorina has the longest summer toboggan (a type of bobsled on rails) in the region, which is also the biggest summer attraction here. The toboggan is 2.5km long, reaches a speed of 40km/h and is one of the 10 largest toboggans in all of Europe. This Alpine rollercoaster departs from a large lake at the top of the mountain and the Olympic Bar, which is located in the most beautiful spot on Jahorina, from where you can enjoy magnificent views of the mountain’s attractions. The lake has new walking paths, benches, a summer house and horse feeders.

Go on a ride on the Poljice gondola and experience Jahorina from another angle. Admire the landscape adorned with maple forests and embrace the whole mountain. Modernly designed gondola cabins have bicycle holders so you can take your bike all the way to the top of Jahorina and enjoy a downward adrenaline ride.

The X Racer provides a unique mountain driving experience. Its excellent design and uniqueness won it the German Design Award in 2017. It is intended for both children and adults, so they can experience an unforgettable ride down the marked trail in Poljice.

If you miss the snow, you can indulge in summer sledding. Tubing was created primarily for children entertainment, but adults can also enjoy it too. The trail is about 100m long. It has a plastic surface on which you put a specialized tire that you slide down on.

tain guests with an unreal view. The ZipLine will take you high up and all the way across a large lake.

Skydive is located near the artificial snow lake, at the top of Poljica, which is also the most attractive location on the mountain. An unusual ride over the lake provides a unique adrenaline experience, a panoramic view of the Jahorina peaks and a flight across the sky above the Olympic mountain.

Our summer offer is rounded off with the new adventure park and NauticJet and Butterfly attractions.

JAHORINA CREATES SUCCESSFUL ATHLETES Sports camps on Jahorina are ideal places for athletes preparing themselves for the upcoming competition seasons. Many famous sports teams have been coming here for years. Jahorina has an exceptional position and natural ambience for altitude training, but also a good accommodation for athletes and ideal altitude. The Jahorina Olympic Centre has an outdoor football pitch, basketball courts, a large number of hotels with swimming pools, the Wellness and Spa centre, and running, cycling and hiking trails.

FOR ADRENALINE JUNKIES The Tower is located on the Poljice plateau. You can climb this 9-metre-tall structure by gently pulling yourself up the rope. Once you get to the top, you can enjoy the panoramic view of the phenomenal mountain areas.

The Loopster is also located on the Poljice plateau and gives children, teenagers and adults fun rides and quite a unique experience.

ZipLine is a new adrenaline-packed activity, located at the top of Jahorina. This 250m long zip line is stretched across the most attractive part of Jahorina and provides the moun-

GOLD MEDAL As part of their preparation for the World Cup that took place in June 2018, the Serbian women’s volleyball team stayed on Jahorina. This year, they won a gold medal at the World Championship in Japan and proved that hard work and a stay on the Olympic Beauty yielded top results.

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TRADITION

OLYMPIC QUEEN The skiing tradition on Jahorina is almost a century old. It all started with the enthusiasm shown by a bunch of ski lovers, which will later result in building slopes and installing cable cars in line with the latest global standards. The Snow Queen, the term affectionately used for the Jahorina Mountain, was the host of the Winter Olympic Games, and by doing so, made history ack in 1984, Jahorina was one of the stages of the 14th Winter Olympic Games held in Sarajevo in February of that year. This event, showcasing youth and sports, made the history of the Olympic movement not only because of many Olympic records but also by the number of registered national teams, of which there were 49. A record number of participants (athletes and their companions), over 2,500 of them, came to Sarajevo.

The most famous skiers competed on the Jahorina slopes.

That year, Jahorina was a symbol of friendship and peace, a mountain that promoted all religions, cultures and traditions, which it does to this day. Its rich history that is nurtured and promoted, and the latest ski infrastructure, has placed this Olympic mountain at the very top of ski destinations in the wider region.

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BACK IN 1984, JAHORINA WAS ONE OF THE STAGES OF THE 14TH WINTER OLYMPIC GAMES HELD IN SARAJEVO IN FEBRUARY OF THAT YEAR. JAHORINA WAS A SYMBOL OF FRIENDSHIP AND PEACE, A MOUNTAIN THAT PROMOTED ALL RELIGIONS, CULTURES AND TRADITIONS, WHICH IT DOES TO THIS DAY The first cable car on Jahorina was opened in 1952. It starts near the Jahorina Hotel, at 1,660m altitude, and stretches to the top (1,885m) on Gola Jahorina. The length of the cable car is 1,050m, it’s a single-seater with 102 seats and a capacity of 360 passengers per hour. The ride from the depar-

ture station to the top takes 8 minutes. In the next two decades, two more cable cars were opened, and in 1972, a ski lift in the Paradise Valley (Rajska Dolina).

In 1971, the slopes, facilities and cable cars on Jahorina were upgraded to resemble the top international ski resorts, to make Jahorina a real winter sports and recreation hub. In mid-January 1971, the snow compactor arrived in Jahorina which upped the quality of the mountain’s snowy terrains.

In the 1970s, the ski trails on Jahorina were verified by the International Ski Federation (FIS), namely the 3,500m downhill slope, which starts at 887m altitude. Every season, four important competitions are held on Jahorina, with an average of 100 competitors. Jahorina was the host of the European and World Youth Criteria skiing competition, which at that time, was a great promotion for the mountain.

In 1933, the first independent ski organization called Ski Club Sarajevo was founded in Sarajevo, to accommodate the Yugoslav military and members of their families, as well as reserve military officers, who were interested in improving their skiing skills. The Jahorina Ski Club was founded in 1950 at the Yugoslav Military House in Sarajevo, which is credited with building the first ski lift.

However, Jahorina validated its quality in 2019, when the European Youth Winter Olympics Festival (EYOF) was held.

This was the largest and most important sporting event in Bosnia and Herzegovina after the Winter Olympics. During February of that year, Alpine skiers, both boys and girls, competed on Jahorina, following in the footsteps of the 1984 Olympians.

SIGNIFICANT INTERNATIONAL COMPETITIONS HELD ON JAHORINA • 1957 – 3rd Youth Championship of Alpine countries • 1 974 – 3rd European Youth Criterion competition and the World Downhill Championship • 1 975 - European Cup for men, as well as the World Championship for women, called The Golden Fox. The competition was held on Jahorina because

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there was no snow on the Pohorje Mountain (Slovenia) that year.

• 1 977 - the European Cup competition on Jahorina was included in the FIS official event calendar • 1 984 – 24th Winter Olympics •2 019 - EYOF - European Youth Olympic Winter Festival

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EVENTS

FUN AND SPORTS IN ONE PLACE Jahorina offers a multitude of events, entertainment, concerts, sports competitions, delicious and varied food, as well as the perfect environment for team building that will make your team better, stronger and more efficient he new winter season brings a lot of good time and fun. The first weekend of December is reserved for the Gala Ski Opening, when visitors can enjoy not only skiing and concerts by the most popular regional performers, but also the best kebabs in the region, be they the Sarajevo, Banja Luka, Leskovac, Travnik or vegetarian ones.

The Opening Gala is followed by two weekends of a music spectacle called the Balkan Music Festival. In two weekends, four days to be exact, four big concerts are waiting for you, something for everyone, thematically arranged, with 18 most popular regional performers.

For the New Year's Eve celebrations, the Jahorina Olympic Centre is organizing a special welcome on skis. The night ski slopes will be open to everybody who wants to see off the old and welcome the new year 2022 in a different and unforgettable way. Do not miss the unique opportunity to ski on New Year's Eve on the illuminated trails of Jahorina, and warm up with mulled wine at the Olympic bar.

This winter, the first Sky Snow competition will be held.

It is a new world discipline - running on beaten ski trails. In February, over 200 competitors from several countries will gather on Jahorina on this occasion. The route is over 15 kilometres long, and at 1,100 meters of ascent, these are the steepest trails, including the women's Olympic downhill track.

The Jahorina Ultra Trail is one of the most recognizable events that take place on the mountain. On July 23 and 24, 2022, Jahorina will be the Ultra Trail host for the third consecutive time. The Jahorina Ultra Trail is a large-scale event, but come July next year, it will take on an additional, bigger dimension, because for the first time, the race will connect mountains, cities and even countries, in this case Bosnia and Herzegovina and Serbia. The longest ULTRA race is 120km and it starts in the famous Drvengrad, on Mokra Gora.

As part of this event, there will be a competition held on

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three more tracks of different lengths, called MAXI, MIDI and MINI, suitable for runners of all fitness levels - from recreational competitors to professionals. MINI track is a short race that is adapted to recreationists and families who like to spend quality time together, in nature and sports, and it starts and ends at the top of Jahorina. All races have been verified and runners can win qualifying points for the World Cup in ultra trail running.

The 2021 World Gran Fondo Championship was recently held in Jahorina. The very fact that competitors and cyclists from all over the world gathered on this mountain is of great importance for the promotion of this destination. Also, various professional congresses, film festivals and many other events are held here.

JAHORINA ULTRA TRAIL IS A LARGE-SCALE EVENT, BUT COME JULY NEXT YEAR, IT WILL TAKE ON AN ADDITIONAL, BIGGER DIMENSION, BECAUSE FOR THE FIRST TIME, THE RACE WILL CONNECT MOUNTAINS, CITIES AND EVEN COUNTRIES

TEAM BUILDING FOR A STRONGER TEAM Build up your team, get closer to your colleagues, have fun and create beautiful memories… If you partake in team building activities with your colleagues, you are guaranteed to become more efficient in work, a better com-

municator, have more self-confidence and get rid of stress. With nature and the Olympic spirit that we cultivate on the Jahorina in mind, we will ensure that socializing with your employees turns into an unforgettable experience.

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Belgium DI PLOM ACY

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SMALL AND POPULATED Belgium covers an area of 30,689 km2 and has a population of more than 11.5 million, making it the 22nd most densely populated country in the world and the 6th most densely populated country in Europe, with a density of 376 per square kilometre.

BEER CULTURE This great tradition has been a way of life in Belgium since the Middle Ages. The country has about 1,500 types of beer and 261 breweries where brewing skills and techniques are passed on from generation to generation.

CUBERDON Possibly the best-known nonchocolate Belgian sweet is this cone-shaped, purplish candy with a firm shell. The original cuberdon recipe can be traced back to 1873, when a Ghent pharmacist by the name of De Vick discarded a batch of medicinal syrup.

33 BELFRIES The World Heritage List comprises 33 belfries located in Belgium. Built between the 11th and 17th centuries, they showcase the Roman, Gothic, Renaissance and Baroque styles of architecture. They are highly significant tokens of the winning of civil liberties.

FALCONRY Falconry is a method of hunting wild animals using birds of prey instead of weapons. Falconers breed, protect, and train hawks or eagles to catch game.This hunting tradition is a means of preserving a connection with nature and traditional culture.

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Multilateralism is Indeed Part of Belgian DNA Multilateralism allows for countries such as Belgium and Serbia to increase their impact on major international decision making, and avoid being just dependent on what major powers decide

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he Belgian Ambassador to Serbia, H.E. Koen Adam, believes that the UN values and multilateralism are very important, that they are in Belgium's DNA. The capital of Belgium is the host of the Belgrade-Priština dialogue, so he hopes that two governments will finally come to a ‘Brussels agreement’ that would open perspectives for addressing the peoples’ real needs.

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The meeting of Belgian and Serbian prime ministers took place in the margins of the 76th session of the UN General Assembly in New York.

How would you rate overall relations between the two countries?

— September was a very intensive month with many diplomatic contacts at the highest level, between both of our countries. The meeting in New York [24/09] took place in the margins of the UN General Assembly and allowed Prime Ministers Brnabić and De Croo to exchange views on the current regional and international diplomatic challenges and how our countries may best respond to this. A bigger part of the conversation was dedicated to Serbia’s EU integration path and the Belgrade-Priština dialogue. Earlier, the Serbian Foreign Minister Nikola Selaković was welcomed in Brussels

by Vice Prime Minister and Minister of Foreign Affairs Sophie Wilmès for an

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exclusive bilateral visit, marking 135 years of bilateral relations. On that occasion, a bilateral Memorandum of Understanding was signed, aiming to step up the frequency of bilateral consultations. This is a good illustration of the quality of the relations and our ambition to strengthen and amplify them.

They discussed, among other topics, the importance of the Belgrade-Priština dialogue. What are Belgium's views on this dialogue?

— Belgium is one of the many countries that have recognized Kosovo’s independence. We have always made clear that we see the future of Serbia, Kosovo and the other Western Balkan countries as part of the EU family. For that to happen, many conditions still have to be fulfilled, one of them being the normalization of relations between Serbia and Kosovo. The Belgian government fully supports the efforts of the European diplomacy, embodied by the EU Special Representative M. Lajčák, to come to a comprehensive agreement that would remove this obstacle on the road to the EU membership. Belgium’s capital city, Brussels, is host to the so-called BelgradePriština dialogue, and we hope that both governments will show determination and political will to finally come to a final ‘Brussels agreement’ that would open perspectives for ad-

H.E. KOEN ADAM Belgian Ambassador to Serbia

Serbia has some excellent laws, such as the EUcompatible procurement legislation, that need to be fully implemented without leaving room for backdoor arrangements

dressing the peoples’ real needs: socio-economic wellbeing, security, good education and job perspectives, a clean environment, good health conditions and generally the fulfilment and respect of their fundamental rights, including cultural and minority rights. I was recently in Kosovo, and I returned with the overall impression that this is indeed the focus that the Kosovar Albanian and Serbian people expect from their leadership. This requires trust and confidence in each other’s good faith in the process. Issues close to people’s hearts and minds, such as the question of missing persons, with families throughout the region still waiting for news about what happened to their loved ones, create opportunities for such an indispensable rapprochement. Let us not forget that we talk about peoples who will always remain neighbours who are both striving to be part of one European family, where borders evaporate in an almost natural way. Good faith has also to be reflected in the correct and complete implementation of past agreements, which are building blocks towards an overall agreement that is long overdue.

Belgium is a firm believer in the UN values, while multilateralism is in Belgium`s DNA. How important is to spread the word about multilateralism in diplomacy?

At Dubai Expo 2020, Belgium offers innovative solutions for more sustainable transport. What is Belgium's view on mobility?

— Belgium is one of the most densely populated countries in the world, and the efficient and sustainable organization of our mobility is a key area of attention of policymakers. We were the railway pioneers on the European continent, and we exported this know-how also to Serbia - at the end of the 19th century, the Belgian Société Générale constructed 82km of railway between Vrška Čuka and Radujevac.

These days modern public transport plays a crucial role in the decongestion of our transport infrastructure.

It is no coincidence that in this European Year of Rail the well-known Europalia Arts Festival in Brussels (open till May 15, 2022!) is dedicated to ‘Train

and Tracks’. Belgian regions pay a lot of attention and invest resources in the construction of bicycle highways, that, combined with generous fiscal advantages, promote the use of bicycles for commuting purposes. Noteworthy as well is the recent decision by Flemish authorities to stop registering all non-electric cars by 2029, i.e. 6 years sooner than required by the EU Commission. In this area, and in particular, in terms of the mobility-impact of lowemission-zones in urban areas, we will certainly be able to share our knowhow and good practices with countries such as Serbia, which is still in the initial phase of rolling out of the Green Agenda.

wind farm sector and the digital economy and have been expanding their activities. What business needs to increase its presence in Serbia is a predictable and transparent investment climate, where the Rule of Law prevails. Serbia has some excellent laws, such as the EU-compatible procurement legislation, that need to be fully implemented without leaving room for backdoor arrangements.

Belgian architects Dries Vens and Maarten Vanbelle visited Belgrade and shared their vision on how contemporary architecture can contribute to more sustainability. How important is cooperation in culture and art?

— I was impressed by the presentation of their work, held in my home town Ghent. The preservation of cultural patrimony creatively and sustainably contributes to the attractiveness of the urban fabric and hence its tourist potential. In Belgium, we have learned from past mistakes with regard to urban planning, having lost many beautiful and historical buildings to developers’ greed and concrete. I sincerely believe that cities such as Belgrade have no time to waste to avoid similar irreparable mistakes. Brussels region and Belgrade are finalizing a Memorandum of Understanding, which opens the way to expert exchanges in these and other areas of mutual interest. Besides this, it goes without saying that bilateral cooperation in the cultural area is of tremendous importance for the promotion of people-to-people contacts. I was particularly pleased that the last edition of BITEF theatre and BDF dance festivals awarded prestigious prizes to the Belgian contributions (Ultima Vez, Ehsan Hemat and Peeping Tom).

Photo: Maykova Galina / Shutterstock

— Multilateralism is indeed part of our DNA. It was not a coincidence that Paul-Henri Spaak, Foreign Minister of Belgium, was elected first President of the General Assembly of the United Nations on January 16, 1946. You will always find Belgium at the forefront of initiatives that aim to pool sovereignty in bigger, integrated formats that bolster our capacity to diplomatically project and protect our interests. Multilateralism allows for countries such as Belgium and Serbia to increase their impact on major international decision making, and avoid being just dependent on what ‘major powers’ decide. But there is of course an even more important dimension to this: the challenges the world is facing can simply not be effectively and efficiently addressed without multilateral cooperation. The health and climate crisis, migrants and refugee issues, but also the fundamental values and human rights transcend our national borders. That’s why Belgium invests a lot of diplomatic energy in being present in multilateral fora, including in the UN where we just concluded a two-year term (2019-2020) as a non-permanent member of the UN Security Council. For the same reason, the already mentioned bilateral MOU between Belgium and Serbia seeks to support each other’s candidates for multilateral positions. We Belgians, known for our art of compromise, which turns politics in our country into a quasi-permanent diplomatic conference, have definitely something to contribute to multilateral decision making: seeking consensus and building bridges is for Belgium a question of survival, a motivation we happily share with the rest of the world!

Economic relations between Belgium and Serbia are stable. In which areas do you see potential for improving this cooperation?

— There is no doubt that the three basic orientations of the 9 MIA € European Investment plan - regional interconnectivity, the digital and green agenda - are the areas where Belgian companies and research institutions can showcase large scale expertise and know-how, that could benefit Serbian counterparts, private and public institutions as well as local authorities. Belgian companies are eager to participate in the numerous infrastructure projects, be it in the transport sector, waste (water) treatment or renewable energy, provided the necessary business conditions are in place. Several companies are already active in the

The Serbian Foreign Minister Nikola Selaković was welcomed in Brussels by Vice Prime Minister and Minister of Foreign Affairs Sophie Wilmès for an exclusive bilateral visit, marking 135 years of bilateral relations

What connects you to Serbia and what do you like the most about Belgrade?

— A recent private tour in the region, through North Macedonia, Albania and Kosovo, culminated in a profound sense of ‘homecoming’, when we came back to Belgrade. The city has a ‘je ne sais quoi’-attractiveness and charm that distinguishes it from many other destinations I have visited in the Balkans. It is probably thanks to a mixture of the rich and profound historical layers, the abundant cultural life and the genuine kindness and hospitality of its people that my wife and I are so fond of Belgrade. We are also looking forward to resuming our pre-Covid discovery tour of the beautiful nature and cities elsewhere in Serbia and enjoying the quietness of the countryside and clean air.

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Economic Cooperation Between Belgium and Serbia The total trade between Belgium and Serbia is growing. Belgium mainly imports raspberries, acetic acid and iron and steel products from Serbia, while it exports mixed goods, COVID vaccines and tobacco of various types ccording to the latest available data from the Republic Statistical Office, total trade in goods with Belgium in the nine months of 2021 amounts to EUR 636.7 million and records a growth of 28% compared to the observed period in 2020. Our export amounts to 188.4 million euros and records a growth of 35% compared to Q3 of 2020. Imports amounted to EUR 448.3 million and increased by 25% compared to the observed period in 2020. The export/import ratio is 42%.

Total trade exchange with Belgium in 2020 amounted to 668 million euro and posted a 2% growth compared to 2019. Our exports amounted to 198.9 million euro and posted a 3% growth compared to 2019. Import amounted to 469.1 million euro and went up by 6%. The export/import ratio was 42.4%.

Serbia’s leading export products to Belgium in nine months of 2021 are: raspberries, frozen, no sugar added; Acetic acid; Flexible containers; Ignition conductor sets; Other iron or steel products; Tobacco cured and stripped; Wooden furniture; Fruit, cooked, frozen; Blackberries, no sugar added, frozen; (source: RZS) Serbia’s leading import products from Belgium in nine months of 2021 are: Unclassified goods according to CT - goods in storage; SARS coronavirus vaccines; Tobacco, cured, stripped; Polyethylene; Tobacco, stripped, light, air-dried; Medicines for retail purposes; Refined copper wire; Immunological products; Unclassified goods according to CT - goods in free zone; Tobacco, stripped, oriental, sun-dried. (source: RZS) Based on the information from the Ministry of Finance of the Republic of Serbia – Customs Administration, 2,509 business entities in Serbia did business with Belgium in 2020, of which 1,962 net importers from Belgium, 319 net exporters to Belgium, 228 entities established foreign trade in both directions.

According to information from the Business Registers Agency of the Republic of Serbia, 104 active business

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Photo: sashk0 / Shutterstock

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Total net investments of Belgian residents in Serbia in the period from June 2010 to June 2021 amounted to EUR 104.8 million

entities majority owned by the citizens of Belgium, i.e. legal entities registered in Belgium, were registered on the territory of the Republic by 02 October 2021. Most business entities were registered in wholesale and retail and repair of motor vehicles (20), in processing industry (20), and in Professional, Scientific, Innovation and Communication Activities (14).

Good quality finished products can find their place on the Belgian market, primarily food products, clothes and shoes, sports products, cosmetics, furniture, interior decoration products, electric appliances and toys. There is also a demand for some chemical products, computer technology products and services, as well as for tourist services.

Belgian companies interested in the Serbian market mainly offer their products, namely machines and industrial equipment, chemical products, textile products, various finished prod-

ucts, as well as transfer of knowledge and transfer of technology. They usually enter the market through a local importer or distributor.

This year, a B2B virtual webinar "Business Connections in the Agricultural Sector" was held, organized by Serbian Chamber of Commerce and the Trade Department of the Embassy of the Kingdom of Belgium in Serbia. 11 Belgian and 5 Serbian companies were present. B2B meetings were also held with Belgian pork producers, the Association for Livestock and Processing of Livestock Products of the Serbian Chamber of Commerce (PKS) participated, and we held online meetings in the field of pharmacy - 2 Serbian companies participated, as well as the Group of Pharmaceutical Wholesalers at PKS. There were also B2b online meetings on circular economy - 2 Serbian companies participated, along with PKS’ Centre for Circular Economy.

Source: Serbian Chamber of Commerce.

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ViaCalco® - a Product Fit for the Past, Present and Future

C O R P O R AT E

he Carmeuse Company, with a tradition that spans over 160 years, is a leader in the production of high-quality lime and limestone. The company is headquartered in Louvainla-Neuve, Belgium and is operates in 90 locations in 18 countries in Western and Eastern Europe, North and South America, Asia and Africa. The company produces more than 8 million tonnes of lime annually and delivers it to almost 13,000 customers.

While recognizing the potential of the Serbian market, since it came to Serbia in 2013, the company has invested over 10 million euros in its lime factory and the Jelen Do quarry.

It has also been constantly expanding its portfolio and has established cooperation with over 300 companies from Serbia and the surrounding area. The planned new investments in environmental protection, productivity growth and expansion of production capacities and introduction of new products validate Carmeuse's commitment and long-term plans to remain the leading producer in its segment on the Serbian and regional markets.

A particularly important aspect of the company’s investments is its continuous investment in safety and elevation of production, standards and environmental protection which have become comprehensive and long-term goals in Jelen Do d.o.o. In addition, we

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provide a high level of work and employee safety, as well as ensure their professional training and development, in order to meet the expectations of all our stakeholders. Also, following global trends, the company allocates significant funds for innovation and the use of new technologies that produce incomparably less pollution and CO2 emissions, as well as implements environmental projects that minimize pollution in its own and partners’ facilities.

In addition to the aforementioned, Carmeuse in the process of designing our Sustainability Vision 2030, carefully analyzed the United Nations’ Sustainable Development Goals and choose nine of these goals to contribute in a direct manner: • Good Health and Well-Being • Quality Education • Clean Water and Sanitation • Affordable and Clean Energy • Decent Work and Economic Growth • Industry, Innovation, and Infrastructure • Responsible Consumption and Production • Climate Action • Life on Land Carmeuse's products are used in the most important industries: steel production, production of non-ferrous metals, energy sector, environmental protection (processing of solid, liquid and gaseous waste), agricul-

A particularly important aspect of the company’s investments is its continuous investment in safety and elevation of production, standards and environmental protection

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ture and construction (building and civil engineering).

From its wide range, as a leader in the production of the top-notch lime and lime-based product, Carmeuse singles out a product for land treatment in infrastructure projects, which is already widely used in Serbia, called ViaCalco®.

Designers of infrastructure facilities are facing great challenges in reducing costs and using the new natural materials (gravel, sand and crushed stone) for earthworks in the construction of motorways, railways, airports, embankments, dams and industrial facilities. ViaCalco® provides just such a sustainable solution - it saves natural resources, time and money. It ensures efficiency and greater safety, while reducing costs and execution time, and at the same time, conserving natural resources and reducing the need for aggregates. The use of ViaCalco® binders avoids the disposal of otherwise unusable material and the destruction of nature, and it increases safety on construction sites by significantly reducing on-site traffic and thus emissions of harmful gases. It also reduces the number of required vehicles, and thus cuts down on load and damage to the transport routes used for the delivery of materials. Reducing traffic also has a positive effect on increasing safety for other traffic participants and preventing congestion on public roads during the works. Its fast and lasting effects on the soil, even if the moisture content is above the optimal, allow the unfavorable construction sites to continue according to the plan, even in case of unfavourable weather conditions, which contributes to meeting the set deadlines.

ViaCalco® is used for soil drying, soil modification and soil stabilization, depending on the specific requirements of the designer, geotechnical engineer, or project manager. When treated, it can become part of new construction.

Thanks to their mobile laboratory solutions, Carmeuse’s team of experts provides support for all ViaCalco® solutions, that everyone - from designers to contractors – can rely on. The benefits of ViaCalco® binders have been validated on numerous projects in our country and worldwide.

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From Adversity Often Comes Opportunities Despite the pandemic Belgium continued to see interest in Serbia, even with prospection and negotiation visits during the most difficult periods for travelling. Interest lay mainly in production cooperation or production in a Free Trade Zone with the shortest transport distance to Belgium

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n the interview for Magazine Diplomacy and Commerce, Hugo van Veghel, C h a i r m a n o f t h e B e lgian-Serbian Business Association said that even in most difficult period of pandemic, interest for starting business in Serbia is not declining. He explainded that The COVID-19 pandemic hited Serbian SMEs hard, but every disruptions can open new opportunity. Towards his opinion, the cost-effectiveness of Serbia as an investment destination is still a basic motiv for starting a business in Serbia, and the post-pandemic period will for certain show more expressed interest.

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The Belgian-Serbian Business Association (BSBA) was established more than a decade ago. How much has the business climate in Serbia changed during that time?

— Serbia’s investment climate has modestly improved in recent years, driven by macroeconomic reforms, greater financial stability, fiscal discipline and, not at least, an EU accession process that encourages legal changes that improve the business climate.

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HUGO VAN VEGHEL Chairman of the BelgianSerbian Business Association

The negative economic consequences of the pandemic are still to be counted and some sectors are more jeopardized than others

However, as always, challenges remain. Then we think of bureaucratic delays and corruption, loss-making state-owned enterprises, the informal economy and a efficiency lacking judiciary.

Under the business opportunities that are likely to continue to grow in the next years include mainly agriculture and relevant processing, waste management (solid and water), environmental protection, ICT, renewable energies as well as health care.

Economic relations are progressing every year. Did Belgian investors increase their interest in Serbia?

— Despite the pandemic we continued to see interest in Serbia, even with prospection and negotiation visits during the most difficult periods for travelling. Interest lay mainly in production cooperation or production in a Free Trade Zone with the shortest transport distance to Belgium. The post-pandemic period (whenever that will be) will for certain show more expressed interest.

What would you pointed out as a ma-

jor advantage to invest here in Serbia, and what should be improved?

— The cost-effectiveness of Serbia as an investment destination is still among the top appeals for expanding businesses. With a 15% flat rate of corporate tax and the lowest rate of salary tax and VAT among its East European counterparts, the cost of operating in Serbia is among the lowest in Europe.

The prices of electricity, gas, postal services, landline telephony, fax service and maintenance of motor vehicles are the lowest among 37 European countries.

According to the World Bank and International Finance Corporation’s (IFC) Doing Business survey, Serbia has improved its ranking significantly on many key indicators, such as starting a business and resolving insolvency.

Despite these improvements, the two organisations still rank it in 86th position in the world for ease of doing business (publication for 2020). Let’s see what the FIC White Book will tell us in its November 2021 publication.

Where do you see potentials for improving our cooperation, is it maybe

in SMEs sector?

— We cannot underline enough the importance of the SME sector. It can play a leading role in driving economic growth, while fostering social inclusion and cohesion, as well as sustaining the natural environment.

How developed is this sector in Serbia and can you compare it with the SME scene in Belgium?

— Surveys by the Economic Risk Management Group (ERMG) show that in Belgium revenue losses compared to a situation without the corona crisis will continue in 2021 and 2022. However, the outlook for 2021 looks more positive in the latest monthly survey in June 2021 (down 6%), after projected losses of 12% for the panel of companies surveyed in November 2020.

More than 99% of the Belgian companies are SME of which more than 83% are micro-enterprises (<10 employees).

Despite all difficulties, especially in financial reserves, the fluctuation in total numbers of enterprises is -0,01% for the total of all enterprises, +0,4% for SMEs in which + 0,01% for micros.

(Comparing 2019 IV /2020 IV). Although the Belgian SME sector is “only” good for 2/3 of the total employment it is a significant contributor to economic resilience and stability.

The growth and resilience of SMEs in Serbia have been challenged by a range of disruptions of different magnitudes and impacts in recent years.

Some of those are earthquake-like, such as COVID-19 pandemic, and some are more like a slow, but persistent erosion, such as depopulation. But, as the old proverb says, “when life gives you lemons, make a lemonade” — we are witnessing that those disruptions present both challenges and opportunities.

The COVID-19 pandemic hit Serbian SMEs hard. According to the COVID-19 Socio-Economic Impact Assessment more than two thirds of SMEs were interrupted, 20% of SMEs had to restrict almost their entire operations and as many as an additional 49% of these SMEs worked with significantly reduced capacity and lacked resources. While the pandemic exacerbated other existing challenges they face, such as access to finance

With a 15% flat rate of corporate tax and the lowest rate of salary tax and VAT among its East European counterparts, the cost of operating in Serbia is among the lowest in Europe

and markets, it also opened opportunities with the rise of nearshoring as a policy priority for many European states.

What are the BSBA plans for the period ahead and what will the main challenges after the Covid-19 crisis?

— The negative economic consequences of the pandemic are still to be counted and some sectors are more jeopardized than others, one should have in mind that from adversity often comes opportunities. Inevitably, business models will change, hopefully toward more resilient and more sustainable, a lot of processes will be redesigned driven by technological and social innovations, while digitalization is happening in a rate that could not be ever imagined before. A fact is for instance that 52.7%

of Serbs are online shoppers and this percentage is expected to reach 61.4% in 2025 (Statistica).

The BSBA will continue its endeavours, supporting development of SME and bi-lateral cooperation. As we could not celebrate our 10 years in 2020, we are investigating if we will support the the “Balkan Trafik de Culture” festival in Brussels in 2022, which is an opportunity to present Serbia, its artists and some of its products to raise interest in the country, not only as visitors but also as cooperants or investors. Everything in this world is said to be related to money, but we believe that it is most related to people. In this way we could support the improvement of the image of Serbia in Belgium and thus the bilateral understanding and cooperation in business.

BSBA is connecting — The Belgian Serbian Business Association is the heart of a growing network with access to a variety of companies and institutions directly involved with prospects and business in Serbia and in Belgium.

The BSBA wants to create a forum for the Belgian-Serbian economic community in the country. That is why thay are inviting relevant people according to two criteria. On the one hand all Belgian business people who live

and work in Serbia, whether as expatriates or as residents, and on the other hand those business people who represent or express Belgian business interests in this country, whether they are Serbian or have another nationality.

The Belgian Serbian Business Association is a business club which meets on a regular basis. The common language among us is English, so we conduct our meetings in English.

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We Value our Partnership With Our Customers, Employees and Partners In Puratos, we believe that a company cannot go wrong if it goes back to the basics of business and its main goal: to meet the expectations of consumers in the simplest term

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C O R P O R AT E

LJUBOMIR MILOŠEVIĆ Managing Director of Puratos Serbia

uratos headquarters are in Belgium, just outside Brussels, where the company was founded in 1919. A century later, their products and services are available in over 100 countries around the world and, in many cases, are produced by Puratos' network of local subsidiaries. Above all, the company aims to be ‘reliable partners in innovation’, helping their customers worldwide to deliver nutritious and tasty food to their local communities.

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Puratos marks 25 years of operations in Serbia. In two and a half decades, there must have been some changes in the market. What do you think of the Serbian market today and Puratos on it?

— In the last 25 years, the Serbian market went through changes that made the business environment so different that it is hard to make a comparison between now and then. Today, the Serbian market is similar and comparable to other markets in which Puratos operates and has similar challenges. Our market is heavily affected by the global situation and challenges that we cannot ignore, such as the Covid-19 pandemic and consequent global business disruption. This all is affecting Puratos Serbia also. Someone may say that we cannot do anything about it. On the other hand, I believe that it is a matter of personal outlook

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towards the events of the working environment - I am always an optimist and thus always look for the silver lining, the positive aspect which I believe exists in each situation. But that is a matter of attitude, personal motivation and the motivation of the team.

Honestly, I do not expect the following year to be any more special than the previous in terms of working environment, but it is a fact that everyone in business is a maker of their own destiny. We must be aware of the conditions in which we operate, adjusting expectations and making plans which will represent a challenge to accomplish, rather than a wish list. Although I do not expect a significant market growth or a significant increase in consumption in the next year, opportunities for success will arise and it is up to us to recognize and utilize these chances. If we put things like this, we will invest more effort into adapting to the current situation and market conditions as best as we can. In times of hardship, it is easiest to look for excuses and seek out justifications. In times of crisis, great individuals, leaders and companies increase their efforts, step up and stand out.

In Puratos, we believe that a company cannot go wrong if it goes back to the basics of business and its main goal: to meet the expectations of consumers in the simplest terms. This means a realistic assessment of key

‘Taste Tomorrow’ is the world’s largest ecosystem for consumer understanding in baking goods, patisserie and chocolate. This year we are celebrating its 10th anniversary

indicators of success - is distribution on the planned level, is our collaboration and our presence at our partners at a desirable level, are the products offered to our customers in line with the trends and expectations of the consumers and the market, etc.

It’s important to be agile and flexible despite the crisis.

This year, the global research on trends and habits of consumers of baked goods, confectionery and chocolate called ‘Taste Tomorrow’ was held online for the first time ever. How did it go and what are the results?

— Taste Tomorrow is the world’s largest ecosystem for consumer understanding in bakery, patisserie and chocolate. This year we are celebrating its 10th anniversary, while the event itself was conducted online, due to the pandemic. During the event, we have revealed the latest results of our unique research and welcomed leading keynote speakers from across the globe.

Through in-depth insights into global and local consumer behaviours, attitudes and choices, this research program offers a food step into the future by tracking the evolution of trends and unveiling new ones.

With Taste Tomorrow, Puratos continuously monitors trends by combining the latest digital technologies and semantic artificial intelligence techniques. We also question more than 17.000 consumers in 40 countries, talk with 80 foodies in trend-setting cities and interview both customers and industry experts.

Our 9 food steps into the future are taste, health, freshness, craft, ethical lifestyle, transparency, ultimate convenience, next-level experience and hyper-personal. For more information I invite you to visit www.tastetomorrow.com, while I will give here a quick overview of the key trend findings: Taste is above all related to con-

suming baking, patisserie and chocolate products, while consumer expectations around health continue to evolve. Highlighting power ingredients that provide health and taste is the key to success. Hygiene has also become an important focus, and consumers are looking for functional food to boost their immunity. Freshness defines the consumer’s perceptions of quality, while consumers are looking for craftsmanship, food with a human touch. Consumers increasingly want to make ethical food choices, taking into account their personal values, the planet’s interests and the people living on it. Locally sourced products are also considered to be more trustworthy. Consumers read the information on the packaging. Clear labels and information from the field to fork contribute to creating the necessary transparency. Also, with so little time and such busy lives, consumers demand the ultimate convenience. Today consumers expect easy, online ordering and delivery solutions. Consumers want to be amazed and surprised.

The total eating experience matters more than ever. Food is getting personal. Consumers now see food as an expression of self, so custom-made bread, patisserie and chocolate are highly appreciated.

Health & Wellbeing is the strategic commitment of Puratos. What does it entail?

— Nutritious food and a healthy diet are the basis of good health. Our aim at Puratos is to improve the Health & Well-Being of consumers while maintaining outstanding safety, taste and texture standards. We deliver products with more beneficial ingredients such as fruits, grains and seeds, and ingredients supporting gut health. We also offer solutions to reduce the level of salt, sugar and fat in bakery, patisserie and chocolate items.

Puratos continuously develops products that fit lifestyles contributing to people’s well-being such as the need for clean(er) labels, as well as organic, plant-based and gluten-free offerings.

Maintaining a healthy balanced diet (more fibre, less sugar, salt, certain fats) contributes to a healthy lifestyle that will make all bodily functions work better.

Through our R&D teams & innovation centres, through collaborations with start-ups & universities and Sparkalis, Puratos’ venture for the food tech changemakers (www.sparkalis. com), we commit to investing in the development of innovations that improve the health & well-being of consumers around the world.

Puratos is the only Belgian family-owned chocolate producer

Nutritious food and a healthy diet are at the basis of good health

You say that Belcolade is "a real Belgian chocolate". What does that mean?

In which way does it stand out from other chocolates?

— Belcolade is the real Belgian chocolate brand, produced exclusively in Erembodegem, Belgium. We are the only Belgian family-owned chocolate producer. Back in the ‘80s, when many of Belgium’s large flagship chocolate companies were taken over by foreign groups, Puratos decided to protect one of the most precious elements of Belgium's culinary heritage: real Belgian chocolate, helping to safeguard its rich tradition by investing in the production of real Belgian chocolate in Belgium.

The brand name Belcolade perfectly reflects what we stand for: Belgian Chocolate (or Chocolade in Flemish). To achieve our unique flavours, we asked the world's best experts to work intensively on developing an exceptional range of flavours, produced

by contributing positively to better lives, better health & education and a better planet. This unique sustainable programme focuses on delivering superior tasting chocolate thanks to mastering the fermentation and facilitates creation of value and superior business results for the customers, through its superior taste and unique sustainable approach.

Around the globe, close to 50 million people are dependent on cocoa for their livelihoods. On average, cocoa farmers earn an income below the poverty line. The Cacao-Trace program trains farmers and helps them to deliver cocoa beans of superior quality, increasing their revenue through a premium price and a chocolate bonus on top of conventional farm gate prices. Today the premium price and chocolate bonus add up to the equivalent of 3 to 4 extra months of salary. Since its creation in 2014 by Pura-

from carefully selected cocoa beans.

Every Belcolade chocolate is the culmination of over 30 years of expertise in superior tasting chocolate. During that time, we have become a trusted partner to thousands of professionals around the world, who share our passion for chocolate. Our chocolate is expertly made from carefully selected ingredients, professionally blended and tested. All of this is done with the utmost respect for tradition. This is why Belcolade is renowned for delivering top-quality products with superior taste.

tos, the Cacao-Trace program is active in many countries around the world and aims to increase its net positive social and environmental impact on the cocoa supply chain. Not only do farmers receive a quality premium for cocoa beans meeting Cacao-Trace standards, but the unique chocolate bonus program has already funded several projects which includes providing 500 educational scholarships for farmers’ children and building 3 water stations, 2 schools and 1 fully equipped maternity building. Puratos is strongly committed to sustainably sourcing cocoa, with continuous efforts to end deforestation related to cocoa and to strive for a living income for cocoa growers. By 2030, 100% of Puratos Group cocoa ingredients will be sustainably sourced.

‘Cacao-Trace’ is a Puratos programme aimed at supporting cocoa farmers.

What does this programme entail?

— The Cacao-Trace programme addresses the chocolate chain issues

About Puratos Puratos is an international group with a full range of innovative products, raw materials and application expertise in the bakery, patisserie and chocolate sector.

Its customers include artisans, industry, retailers and food services. For further information, visit www.puratos.com and www.puratos.rs.

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Belgium has a Lot to Share With Serbia

It makes us very satisfied to see the volume of external trade between the two countries increase year-on-year. I would agree with some reports stating that job creation and green transformation are common goals and challenges for all countries in the Western Balkans region

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educing pollution and greenhouse gas emissions, managing an energy transition, putting in place a circular economy, supporting the protections of biodiversity and advancing sustainable farming and food production-these domains can represent an excellent basis for the know-how and technology transfers

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Which agencies your office in Belgrade is representing?

— Our office represents three Belgian regional agencies specializing in trade promotion, so in a way we are the eyes and the ears of Belgian companies interested in Serbia. Although officially we are the representative office of the Brussels Agency for Business Support – hub.brussels https://hub.brussels/ en/, we also represent the Wallonia Export-Investment Agency -AWEX https:// www.awex-export.be/ and Flanders Investment and Trade https://www.flandersinvestmentandtrade.com/en. As Belgium is a small market, the three Belgian regions have come together to facilitate the task of companies that want to go international by implementing a network of contact points all over the world. The Brussels Agency for Business Support is the result of

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the union of Atrium, Brussels Invest & Export, and Impulse Brussels and it offers a wide range of free advice, services, and tools wheatear you want to start or develop your business, set up your company in Brussels or export your goods and services. Also, hub.

Brussels has made economic transition its overall objective, as we would like to ensure that the economy serves the citizens and represents an actor of positive social change.

Economic cooperation between Belgium and Serbia is very good. Where do you see room for the improvement of this cooperation?

— It makes us very satisfied to see the volume of external trade between the two countries increase year-on-year.

Even in 2020 the external trade between Serbia and Belgium remained steady, despite a global shock to the world economy caused by the covid19 pandemic. The same goes for this year.

Of course, there is always a room to improve and step up our economic cooperation. Belgium, despite its size, has developed an open, highly competitive, and internationally oriented economy. Belgian exports amount to more than 80% of national GDP. According to the latest WTO data, Belgium is the

MARIJANA MILOŠEVIĆTUFEGŽIĆ Economic and Trade Counsellor at the Embassy of Belgium

In December, we plan a webinar to present opportunities that environmental sector in Serbia can offer to Belgian companies

10th largest exporting country in the world. Currently, the most exported products from Belgium to Serbia are various chemicals, plastics as well as machinery and equipment, but there are many other areas where the cooperation can be improved. As a leader in a variety of sectors, Belgium has plenty to offer to Serbian companies. Following the EU- Western Balkan Brdo Summit, a detailed action plan has been agreed with the Western Balkan countries for the implementation of the ambitious goals of the Green Agenda: reducing pollution and greenhouse gas emissions, managing an energy transition, putting in place a circular economy, supporting the protections of biodiversity and advancing sustainable farming and food production. In all fields Belgium has a lot of experiences to share with Serbia, so these domains can represent an excellent basis for the know-how and technology transfers. Same applies for IT, innovative or creative sectors, that also offer room for further improvement of cooperation.

Business people from the two countries have met several times in recent years. When is planned the next meetings?

— Some of our main goals are to bring business communities of the two countries closer together, to increase the interest of Belgian entrepreneurs for the advantages of the Serbian market and to highlight various business prospects that exist here. Belgian companies sometimes need some extra encouragement to explore markets that are not directly nearby, so every year we organize events that help Belgian companies to learn more on Serbia as a business destination. Together with our local partners like the Serbian Chamber of Commerce or the Belgian Serbian Business Association or various Serbian institutions and ministries, we organize different events: incoming business delegations, B2Bs, presentations, seminar, and conferences etc. Of course, in these challenging

times with covid19 pandemic still not being over, we use the advantages of digitalization and organize a lot of online events. In 2021 we have organized very successful virtual B2Bs events in various sectors such as food and pharmaceuticals, we had a very successful online participation of the Brussels Regional Informatics Centre (BRIC) https:// bric.brussels/ at this year’s SmartCity Festival, but we also managed to have an ‘old fashioned’ offline visit of 5 Belgian horticulture companies that visited potential local partners. In December, we plan a webinar to present opportunities that environmental sector in Serbia can offer to Belgian companies and we also hope to have an incoming multi-sectorial business delegation in March 2022, offline or online, we will see.

Belgian investors are involved in various fields, such as metal processing, food processing, renewable energy, construction, retail, chemical industry, and IT

How satisfied are the Belgian investors with conditions for doing business; and what should be improved in Serbia to attract more investors?

— A predictable and stable business environment is a prerequisite for investment. In recent years, Serbia has taken important steps in creating a stable platform for the country’s economic development and stimulating investment environment. Belgian investments in Serbia are very diversified. Belgian investors are involved in various fields, such as metal processing, food processing, renewable energy, construction, retail, chemical industry, and IT. They are satisfied with the current situation, but there are also areas for improvement: strengthening the rule of law, increasing transparency, and reducing red tape. These improvements would not only increase the confidence of Belgian or other foreign investors in Serbia, but more importantly, they would bring benefits to local companies.

What kind of effect Covid-19 crisis will have on companies, including Belgian companies in Serbia, and what will be major challenges in 2022?

— The year 2020 was a pandemic year for the whole world, since COVID-19 affected everyone and resulted in an unprecedented economic contraction all over the world. Companies faced different challenges, and they had to re-adjust their business organization, to quickly adapt to the new "normal". The same situation was with Belgian companies in Serbia. They had to respond quickly to the crises, to be well-coordinated, and full of boldness and imagination. Even though covid19 had a significant impact on doing business, Belgian companies in Serbia managed to overcome various difficulties and continue working, sometimes even expanding their activities. In 2020, thanks to a robust fiscal stimulus program, Serbia experienced only a mild recession. According to the World Bank the growth rate is expected to reach 6 % in 2021 and about 4 % over the medium term.

However, risks related to recovery in Europe, and globally, as well as rising COVID-19 cases, could impact this positive outlook.

Export to Belgium Which products and services can Serbia offer to the demanding Belgian market?

— Largely open to foreign trade, Belgium has a sophisticated distribution systems and well-developed infrastructure, which has attracted many foreign companies. In return, Belgium has developed a highly competitive market. Serbia was the 77th supplier of Belgium in 2020, so there is a room for

improvement. Last year, the most imported group of products from Serbia to Belgium were food, textile, machinery and equipment, but I believe there are various other sectors that offer opportunities for Serbian companies. The Chamber of Commerce and Industry of Serbia has its office in Belgium and plays an important role in supporting Serbian companies in their appearance on the Belgian market.

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BELGIUM

Activities of the BelgianSerbian Business Association

Even in period of pandemic, the BSBA fulfills its mission to connect and grow opportunity for all who do business in Serbia and in Belgium, and organized numerius events

International Networking Cocktail

ONLINE PANEL DISCUSSION “GENDER PERSPECTIVE FROM THE EMPLOYER’S POINT OF VIEW”

Online panel organized by the Ana and Vlade Divac Foundation, the BSBA, Hellenic Business Association of Serbia and Croatian Business Club, was the last BSBA event in 2020. More than 35 participants had the opportunity to participate in a constructive discussion following the formal part of the panel, which was a step towards a continuous dialogue within the business community on the important topics.

WEBINAR “THE GUIDE TO SAFE AND HEALTHY WORK FROM HOME” AND “FINANCING CURRENT OPERATIONS – OWN VS. BORROWED CAPITAL”

First BSBA event in 2021 was organized in cooperation with its member - law office Živković Samardžić. The attendees could hear more about legal procedure, restrictions and problems in practice from the perspective of the Company Law when it comes to the current operations financing.

and the importance of networking as a skill. The second part was a brief lawyer’s guide to networking events in a virtual world.

MEMBER2MEMBER: BENEFITS & DISCOUNTS PUBLICATION 2021

This year's publication was realized with the aim of providing support to the member-companies during the Covid-19 pandemic and prepared jointly by the BSBA , Hellenic Business Association of Serbia, Swiss–Serbian Chamber of Commerce, Slovenian Business Club and Croatian Business Club. The 2021 edition featured a wide variety of special offers and discounts from 60 companies, grouped into 35 sectors.

DIALOGUE BETWEEN THE STATE AND BUSINESS

In May, 2021, an online working meeting of member companies of five bilateral business associations in Serbia with representatives of the Ministry of Finance of the Republic of Serbia and the Serbian Chamber of Commerce. Ognjen Popović, Acting Assistant Minister – Financial System Department, and Mihailo

Vesović, Director of the Sector for Strategic Analysis, at the CCIS addressed the participants and presented the current and the expected trends in the Serbian economy.

BENELUX NETWORKING COCKTAIL 2021

After more than a year, in June 2021, members of the BSBA and Dutch-Serbian Business Association finally had a pleasure of meeting in informal atmosphere at the Benelux Networking Cocktail “Catchup and Connect” at Mama Shelter. Around 40 representatives of member-companies attended the event, including the guest of honor – honorary President of the BSBA Board of Directors, ambassador of Belgium, H.E. Koenraad Adam.

4TH INTERNATIONAL NETWORKING COCKTAIL

The 4th traditional International Networking Cocktail organized by 11 bilateral business associations in Serbia, was held on September 16, 2021 at the Metropol Hotel. The event gathered around 300 representatives of the member-companies that had the opportunity to

NETWORKING FOR LAWYERS – NETWORKING DURING THE COVID-19 PANDEMIC

In April, the BSBA supported an event of its corporate member, law office Popović, Popović and Partners – Networking for Lawyers – AIJA. The attendees had the opportunity to hear more about the importance of networking for lawyers,

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Benelux Networking Cocktail

SPECIAL EDITION

Visit to Unifiedpost

share experiences and set ground for future cooperation.

VISIT TO BSBA MEMBERCOMPANY UNIFIEDPOST

Members of the Board of Directors and H. E. Koenraad Adam had a pleasure of visiting a BSBA member-company Unifiedpost in September, 2021. The visit included the tour of the Unifiedpost and New Image premises and a presentation of their services. The visit was followed by a BSBA Board Meeting held at the Unifiedpost premises.

WEBINAR "DIGITAL ECONOMY"

In cooperation with its members, the law firm Tasić & Partners and the company Unifiedpost, the Belgian-Serbian Business Association organized a webinar "Digital Economy", in October, 2021. The first presentation, "Digital Property", was held by Ivan Ćorović, a lawyer at Tasić & Partners. The aim was to acquaint the participants with the forms of digital assets, security, tax and accounting treatment, challenges and risks from the point of view of legal entities.

From Flemish Baroque to Tradition of the Balkans Belgium gives you a great opportunity to visit museums, art galleries and to enjoy cultural life by attending their many festivals. This time, Diplomacy and Commerce magazine chose something special.

You can meet one of most famous artists in their own house, but you can also feel the spirit of the Balkans. This will give you a real picture of this multicultural country

Source: www.balkantrafik.com

MEET RUBENS IN HIS HOUSE

C U LT U R E

THE BALKANS IN BELGIUM

There is a multi-artistic festival defined as a platform for cultural diplomacy. Balkan Trafik is the the meeting between creatives from South-Eastern European countries and from Brussels as multicultural European capital.

This Festival presents the creative energy of artists from Tirana, Skopje, Bucharest & Timisoara, Belgrade, Pristina, Sofia, Sarajevo, Zagreb, Podgorica, Athens or even Istanbul, which is still untapped for Western Europe.

The work of 1001 valises, through its flagship festival “Balkan Trafik” is indeed a traffic, a traffic in cultures and experiences offering keys for integration, communication, sharing and openness to others. This festival offers concerts, traditional dance performances, graffiti artists, films...

Balkan Trafik brings Belgian, European and Western Balkan artists together through residencies and creative projects, around common and unique compositions. A series of 10 documentaries of 27' called “Balkan, what!” was born from the passion of the creator and producer of the Balkan Trafik Festival, Nicolas Wieërs, for culture, adventure and people, and their mentality so close and yet so different, from the region of the Balkans.

The next Balkan Trafic will be held from 28 April to 1 May 2022. Enjoy the Balkans’ music, cinema, exhibitions, street art, food and much more

Peter Paul Rubens, a brilliant and versatile artist, invites you to his palazetto in the centre of Antwerp. The master lived here with his family for years and painted with his colleagues and assistants in a studio that he designed himself.

He created many of his paintings in this house. His work has inspired artists and art aficionados for over four hundred years. Here he received important patrons and cherished his unique art collection. This unique museum, the master's house, is the only place in the world where Rubens's presence is so tangible.

The outcome was magnificent: the old-Flemish home was extended with a semi-circular sculpture museum with a dome and a painting studio. An impressive portico connected the existing house with the new studio as well

as offering a beautiful view of the garden and the garden pavilion.

The building with its lavish decorations, which are inspired by Antiquity, has become a landmark in Antwerp.

Rubens's interventions - the semi-circular "Pantheon", the studio, the portico, the garden and the garden pavilion - have combined to turn his house into an Italianate "palazzo" in Antwerp.

In 1946, the Rubens House finally opened its doors as a museum. Only two elements of Rubens's original design have been largely preserved: the portico, which serves as an imposing gateway to the garden and the garden pavilion, the eye-catcher at the bottom of the garden.

The Rubens House has a lot to offer.

Besides the permanent presentation, the museum also hosts temporary exhibitions, there is also the building, its amazing collection...

Rubens is to Antwerp what Gaudi is to Barcelona Peter Paul Rubens was born in the town of Siegen in Germany in 1577. The family moved to Antwerp in 1587 where the young Rubens received an education and artistic training. He travelled a lot, but his decision was to live in Antwerp and build his own home, where he lived until the end of his life, 1640.

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57

BELGIUM

T R A DI T ION

One of the Oldes Belgian Traditions On the northwest Belgian coast, there is a little known tradition: shrimp fishing on horseback. This is pure Belgian tradition and from 2013 its on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity isit any good seafood restaurant in the country, and you’re bound to see gray shrimp on the menu. In the town of Oostduinkerke, in Koksijde, a small group of souwester-clad fisherman take to the frigid sea on horseback.

Fishing shrimp on a horse is exactly what its name describes. To do it, the fishermen drag the fishing nets behind them, picking up the shrimp from the sands while on horseback.

The fishermen train Belgian draft horses, with an average weight of 1000kg, and use special materials to capture the shrimp. The tools used for the activity have evolved significantly over time in order to improve the fishermen’s comfort through clothing and

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materials, as well as to increase the quantity of fished shrimp by using Belgian draft horses instead of mules or smaller horses.

Shrimp fishing takes place an hour and a half before and after the low tide times. The fishermen fish in one hour timeframes and eventually go out of the sea for the horse to rest as well as to throw back unwanted fished species such as crabs and small fish, and to gather the caught shrimp in baskets on each side of the horse’s back.

The activity is most productive during the warmer months (from April to October) which is also when the activity is open to the public; however fishermen can go at any time of the year as long as there is no ice cover.

The reason for the lack of awareness

Fishing shrimp on a horse is exactly what its name describes

of this tradition is mainly its near-extinction in recent centuries. In the 15th century, shrimp fishing on horseback was still practised on the North Sea coasts in France, the Netherlands and even the South of England. This activity represented an extra revenue needed for the household. Nowadays there is only one place in which it is still ongoing: Oostduinkerke, a sub-municipality of the municipality of Koksijde.

Listed, since December 2013, on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity because of the activity’s respect for the marine environment and the cultural heritage and promotion it provides to the local community among other reasons, shrimp fishing on horseback is currently only practiced by 15 fishermen who work as a community and are fully involved in keeping this tradition alive.

These 15 fishermen do it as a sideline activity, and therefore it does not constitute their main source of revenue. Their passion for the horses, fishing and sea is their main incentive. This passion to pursue this tradition is often transferred across generations but they also welcome new fishermen. The Oostduinkerke’s Fisheries Museum, known as Navigo, constitutes the activity’s main office, as well as the official history and knowledge keeper.

Shrimp fishing for tourist From a touristic point of view, this tradition represents one of the most promoted activities of the area. The municipality promotes this activity to the general public through a number of different activities. Shrimp fishing is open to the public, particularly from April to October. On specific dates, the

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fishing is followed by a shrimp cooking masterclass on site and a tasting. The Oostduinkerke’s National Fisheries Museum, Navigo, organizes pedagogic workshops for school groups who can also visit the fishermen’s family farms and observe the complete process.

Paradise for Nature Lovers

The Ardennes, situated in the south-east of Belgium, are one of nature's unspoilt areas, rich in fauna and flora, with vast forests of broadleaf and fir, hills and fast flowing rivers. Amongst the greenery lie the silent witnesses of the past of the Ardennes, such as castles, forts and citadels TOURISM

pringtime in the Ardennes is the season for walking, cycling, fishing, canoeing and kayaking. Horse riding, climbing and mountain biking are other examples of popular sports in the Ardennes. The keen mountaineer has an exciting choice of challenges.

In Winter, the Ardennes are a fun paradise for downhill and cross country skiers, or perhaps you prefer tobogganing and snow scooter racing. There is action, even underground. Some of the caves are certainly worth a visit.

Visitors can wander through the many picturesque villages nestling in the valleys where traditions and folklore still live on, and where the region's arts and crafts can be enjoyed.

Laforêt is rustic village, wild and full of charm, it concentrates small shale farms, coming from local quar-

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Perched on the side of a hill, there are admirable views over the Semois valley in a remarkable natural setting

ries, around two parallel streets surrounding the church. Village of mysteries too, of legends including those of Adrien de Prémorel. Besides, here is Pépé Crochet, sitting at the edge of the abrevoir. He's calling us, let's follow him!

The wide, very particular roofs, called "beams", cover a habitat with deep volumes and all of built-up shale.

A very Ardennes decor completes the picture: lucky hearts and protectors on the barns, shale bull's eye, wooden door and window frames. Wash-houses and drinking-troughs still exist at the ends of the village, as well as a few tobacco dryers, now reassigned to other uses. On the heritage side, let us point out the Church of St. Agatha decorated by the Namur artist Jean-Marie Londot. During the beautiful season, do not hesitate to put your courage to the

test by crossing the Semois via the astonishing “Pont de Claies”.

Gros-Fays is made up of traditional shale houses. Away from the main roads, the village breathes calm and you can admire its 17th century castle-farm, its church, its old brewery, its mill but also all the richness of its small heritage.

Perched on the side of a hill, it offers admirable views over the Semois valley in a remarkable natural setting.

Its forest where beech is present is one of its treasures. Under the village, a few shale quarries that were well exploited in the past have dug cavities that are still visible today. The cultivation of tobacco has also left a few dryers there. Located a few kilometers from Alle-sur-Semois, Gros-Fays is directly linked to the valley via networks of marked walks and thematic circuits.

SPECIAL EDITION

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PEOPLE & EVENTS

15 NOV

FOREIGN INVESTORS COUNCIL PRESENTS THE WHITE BOOK 2021

The Foreign Investors Council presented the White Book 2021 to the highest Government officials and marked its 19th anniversary. The presentation of this year’s edition was attended by numerous representatives of state bodies, embassies, as well as the stakeholder community. The White Book, written

by FIC members, is the major product by which, for almost two decades, FIC gives recommendations

Ana Brnabić, Prime Minister

17 NOV

Mike Michel, FIC President and Telenor CEO

DIPLOMATIC FRANCOPHONE DELEGATION VISITS NIŠ

Within the efforts to expand the cooperation between Serbia and Francophone countries, and following a fruitful visit to Province of Vojvodina and City of Novi Sad Month, Ambassador of Egypt in Belgrade Amr Aljowaily led a Diplomatic Francophone Delegation to Niš . The delegation of the Group of Francophone Ambassadors in Belgrade

Ivan Jovanović, Head of Department for French language and H.E. Amr Aljowaily

18 NOV

NINETH EDITION OF FRENCH WEEK IN SERBIA

Innovating Environment Conference

aimed at supporting economic growth and better living standard of Serbian citizens. The conference was opened with introductory address by FIC President and Telenor CEO Mike Michel, followed by insight into the White Book 2021 by Editor-in-Chief Miroljub Labus, as well as addresses by Head of EU Delegation in Serbia Emanuele Giofre and Prime Minister of the Serbian Government Ana Brnabić.

presided by Ambassador Amr Aljowaily met with Mayor of the City of Niš, Ms. Dragana Sotirovski at the seat of the city council, and visited University of Niš received by the Rector Prof. Dr. Dragan Antić and Dean of the Faculty of Philology, Ms. Natalija Jovanović, and Head of Department for French language, Mr. Ivan Jovanović.

Group of Francophone Ambassadors

This year, French Week started with a welcome reception for the celebration of the young French wine Beaujolais nouveau. About 300 guests, diplomats, business people and public figures attended the Beaujolais nouveau powered by Renault opening ceremony. Event was opened by the President of the French-Serbian Chamber of Com-

merce and Industry Dragan Stokić and the Ambassador of France in Serbia, HE Pierre Cochard. Besides Beaujolais Nouveau wine tasting, the guests enjoyed French cheeses and other specialties, and played for tombola prizes. During the whole week, the French-Serbian Chamber of Commerce and Industry organized a series of events.

Opening of the French week

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PEOPLE & EVENTS

22 NOV

ITALIAN CUISINE WEEK

The Embassy of Italy in Belgrade, with the Italian Cultural Institute, the Italian Trade Agency, the Italian-Serbian Chamber of Commerce and Confindustria Serbia, celebrate the Italian Cuisine week. The 2021 theme: “Tradition and perspectives of Ital-

H.E. Carlo Lo Cascio, Italian Ambassador

23 NOV

FAREWELL RECEPTION

ian cuisine: the awareness and enhanced appreciation of food sustainability”, combines the promotion of Italian agri-food products with enhancing appreciation of the Mediterranean Diet as a model of healthy and sustainable diet and lifestyle.

Mirjana Kojić, ISCC, Antonio Ventresca, ITA, H.E. Carlo Lo Cascio, Roberto Cincotta, Italian Cultural Institute and Irena Brajović, Confindustria Serbia

The Ambassador of the Republic of Korea H.E. Mr. Hyoung-chan Choe hosted a farewell reception at his Residence on 23 November, as he prepares to return home after three years as his country’s Ambassador to the Republic of Serbia. In his farewell speech, Ambassador Choe recalled his time spent in Serbia and expressed his satisfaction with the development of bilateral relations between Korea and Serbia which are on an upward trajec-

tory in all segments, especially in the field of economy. He also recalled an excellent cooperation between the two countries during the pandemic and many other activities and exchanges further strengthening ties and boosting friendship between the two peoples and thanked the guests gathered on this occasion for their cooperation and friendship, wishing everybody success and continued good health.

H.E.Hyoung-chan Choe, Korean Ambassador and Brankica Janković,Commissioner for the Protection of Equality

25 NOV

THE WIFE OF THE NORWEGIAN AMBASSADOR SUPPORTS SERBIAN BRANDS

Ms. Trine Ditlevsen, the wife of the Norwegian Ambassador, hosted representatives of the Association of Diplomatic Spouses at her residence in Belgrade. On this occasion, two innovative domestic brands were presented - BULKA (unique designer clothes) and KØØZMETIK (natural handmade cosmetics), as a sign of sup-

port to small and medium enterprises, continuing the Norwegian Embassy's activities in strengthening the circular economy in Serbia. The whole event was taken to another level with a vocal performance by Aleksandar Dend accompanied by pianist Stevan Milijanović, with a dance improvisation by Isidora Marić.

Ms. Trine Ditlevsen, the wife of the Norwegian Ambassador

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INTERVIEW

Writing is a Form of Self-Help

Photo: Slobodan Ivetić

According to a few major theories, there are seven great subjects in dramaturgy, death being one of the primary ones

DUŠAN KOVAČEVIĆ Film director and screenwriter

he new feature film of the legendary film director and screenwriter Dušan Kovačević, Being Human Is Not So Bad, had its premiere on December 7th at Kombank Dvorana. In an interview for Diplomacy&Commerce magazine, the director of blockbusters such as The Balkan Spy and The Professional, author of iconic classics The Marathon Runners Run a Victory Lap, Who’s Singing Over There, Underground, Radovan III, The Roaring Tragedy, speaks about his new film and big topics that his work has opened.

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The theme of your new film is the human relationship with death, but also the life that precedes it. Still, the film is uplifting and very funny. What led you to connect these two opposites?

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— I am tackling this story in most of my plays and films, starting with my first play The Marathon Runners Run a Victory Lap, which led me into the world of theatre, literature, and this business in general - from the story about a funeral home to this one, a story about the disappearance of two people.

Death is one of the key topics because it is still the greatest secret, and the greatest conscious or subconscious fear. What’s happening to us with this pandemic is actually at the root of that story - the fear of disappearing. I don’t like to say the word “death” because it is ugly in itself. It is ugly because, some-

YOU ARE YOUR OWN PATIENT AND PSYCHIATRIST. THAT’S WHY MANY PEOPLE WRITE WITHOUT ANY AMBITION TO BE MASTERFUL AT IT; IT JUST MAKES THEM FEEL BETTER According to a few major theories, there are seven great subjects in dramaturgy, death being one of the primary ones. There is also love, war, illness… When these themes intertwine, we get different genres, like the story of war and love, which is one of the most dominant ones since antiquity.

how, not accidentally, it consists of four consonants and no vowels.

Such words are quite rare, just like the word cross, which, in Serbian, has no vowels as well.

According to some myths, legends and traditions, when their life ends, a human being starts some kind of a new life. In certain

populous nations, certain animals are the reincarnation of their ancestors, and as such, they are protected and cherished. The point of this is a very practical matter – you must not kill the animals that you live off. This has deep sociological roots, topped with traditions, stories, myths and others.

Another very important thing, that is still a secret and that no one has managed to explain to this day, is the fact that we have no saying in our birth, we do not know what miracle brought us to this planet and we do not know where we go when we part with this life, as well as whether this eternity afterwards is a definitive ending. All of us ponder about such big questions every once in a while, out of a conscious or subconscious fear.

The story of death appears in my plays and films because, in my childhood, I was gravely ill twice.

When I was young, this caused me great fears, so it’s no wonder that my first play was the ‘Marathon Runners’ story, where I used humour to heal myself. Writing is a form of self-help indeed. You are your own patient and psychiatrist. That’s why many people write without any ambition to be masterful at it; it just makes them feel better.

Despite the difficulties that the protagonists face in the film, it is still called Being Human Is Not So Bad. Is this an indication of your optimism, despite all the difficulties that our civilization now faces?

— In general, and we heard this many times since our early childhood when someone sighs and says: “Well, it’s is not so bad to be human after all” or simply outright declares that it is not bad to be human as a fact, and in terms of honesty and honour and everything that a person achieves during their humanity, such person is branded as good. In this case, the title is slightly ironic; when you see the film, you’ll understand the title.

Being Human Is Not So Bad is a story about the fact that when you are brought into this world, you

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don’t have a say. No one asks you anything and you do not know anything about previous millennia.

And then, one day, you show up in this world and live out your destiny. However, just the same, you could have come as a grasshopper, a bird or a frog, and spend a lifetime croaking, hopping or flying.

In that sense, being human is not so bad; it is probably a bit better than being a frog.

What was it like to cooperate with actors during the shoot, i.e. with legends like Lane Gutović or Mira Banjac, whom you’ve known since the beginning of your career?

— I met Lane and Mira in person in 1972. Before this, of course, I saw them only in theatres. I saw Mira in the Serbian National Theatre in Novi Sad, while I was in high school there, and before she moved to Belgrade and Atelje 212.

Lane, too, I saw before we met during the preparations for the aforementioned ‘Marathon Runners’, where he played one of the main roles; the one that later, in the film, was played Bogdan Diklić. I met Mira in person the same year when we were getting ready to stage Radovan III, in which Mira plays Radovan’s daughter Katica.

We’ve been friends ever since; we either cooperated directly on my plays and films or during my managing the Zvezdara Theatre. There, we staged over 150 plays, and they often acted in them.

Lane and I were friends in a pleasant, relaxed way. We used to meet every once in a while, talk, and always laugh. Lane was one of the funniest people I’ve ever met.

He was endlessly charming and funny. This, unfortunately, is his last film. I dedicated a whole day of filming to him and Mira. We shot several scenes, which later made for two very nice segments of the film.

I was later told that I started walking by holding on to his coat. This dog stayed with me till I was about ten years old, and that was my first relationship with dogs. I had at least ten pets and gave home to countless stray dogs. I kept pi-

MY ENTIRE LIFE IS CONNECTED TO AND FILLED WITH ANIMALS AND TREES, WHICH ARE VERY IMPORTANT TO ME Your love of dogs is well known.

How do you transfer this love to the film? What are the main lessons in life that we learn from our relationships with dogs?

— In the village where I was born, I had a big, black dog called Gara.

geons, canaries, goldfinches, rabbits and cats. I have several cats now. I must have planted between 200 and 300 trees in my lifetime. My entire life is connected to and filled with animals and trees, which are very important to me.

Every week, at least once, I go to a pet shop and buy food for all those God’s creatures. This is a great, precious, beautiful, parallel world.

A dog is a beautiful, human-like creature because it has all human qualities – you can talk to them, and unfortunately, nobody is happier to see you than a dog. You could say that I’ve spent more time with animals than with people. My job is solitary; you sit alone in the room and write stories. When I go out in the yard, in the outside world, I like to be surrounded by creatures that are pretty, kind, and loving.

This is all I am going to divulge because the plot itself is also essential, but the fact that socializing with dogs and all the beings that surround you has healing properties is an important aspect of the film. One of the nicer acknowledgements that I’ve earned or deserved in my life is being named after an avenue at the Belgrade Zoo. The Zoo’s director, Vuk Bojović, named the avenue after me because I used to visit often when he started to renovate the Zoo. Of course, the story about animals in zoos is a controversial one but imagine how many species would be extinct if there were no zoos in our world? Animals feature a lot in my films. In Who’s Singing over There, the driver goes to the zoo to see the monkeys; they are his motive to drive.

Underground starts with the bombing of the zoo. In Dr Schuster, the dog is called Gara, like the dog from my childhood. I also acknowledged hunters in The Balkan Spy and other films. The truth is, I cannot stand them.

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REPORTAGE

by Robert Čoban

Djordje Lederer’s Barouche In the north of Banat County, in the little town of Čoka, there are the remains of the former business empire of the Jewish family Lederer who survived the Holocaust and settled in South Africa, where Magda Lederer (age 92) still lives with her descendants ederer Castle is located in an unrealistically beautiful but completely empty park in the centre of Čoka, in a former court garden. We left our bicycles next to the trees in the park and walked around the carpet of fallen leaves around the locked castle.

The castle was built after 1781 when Lerinc Marczibanyi bought the wasteland that was then Čoka.

The construction of the castle was completed only by the next owner, Karolyi Schwab, around 1870.

Arthur and Karolyi Lederer bought the property in the late 19th century. The Lederers, one of the richest Jewish families at that time, were the owners of this property until the Second World War broke out.

Although corroded by moisture, the building is in relatively good condition (compared to most other castles in Vojvodina) and is categorized as a cultural monument of great importance.

At the back of the castle, there is a marble plaque that reads: "Thanks to the Communist Party of Yugoslavia and Comrade Tito, the working collective of the Čoka Agricultural Estate received this property on September 8, 1950".

A woman who passed by literally cried with happiness when she heard that there was a project called "Castles of Serbia Protection of cultural heritage" which plan is to revitalize castles throughout Serbia: "From your lips to God's ears - you made my day! I have been watching this eyesore for years and my soul hurts when I see it." Locals say that it was easier to enter the castle in Lederer's time than it is today.

We continue our journey further out and enter the grounds of Čoka Winery. We ask an employee to direct us to someone who can tell us something about the history of the winery and show us the cellars and he points to the director’s PA in a cottage located at the far end of the winery’s grounds.

served, unlike those in the Erdevik Winery. With a few touch-ups here and there, this could become a first-class tourist attraction.

Historical archives testify that the Lederer family came from Budapest in the early 20th century when they bought a castle in the town centre and a winery.

Lederer's estate is described in superlatives in 1938 - 200 hectares of vineyards, huge pigsties with a 15,000-strong drove, thousands of oxen, 400 hectares sown with flowers, whose seeds are exported to England, wine cellars with over one million litres of wine, a power plant, a distillery and a meat processing facility. Lederer's wines reached the British court, of which there are historical records.

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A 67,000-LITRE-VESSEL While we are waiting for the guy who is supposed to take us

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Lederer Castle in the center of Čoka

THE CASTLE WAS BUILT AFTER 1781 WHEN LERINC MARCZIBANYI BOUGHT THE WASTELAND THAT WAS THEN ČOKA around the winery, I look at an unusual sight in a large glass box.

A huge stuffed bird is staring at us. It’s the Great Bustard, which is the heaviest flying bird in the world. It inhabits mainly the steppe regions of Europe and Asia.

Bustard males are 90-110cm long, with a wingspan of between 2.1 and 2.5m. They usually weigh 1016kg, although the largest recorded specimen weighed 21 kg. Today, there are only eight of them in northern Banat.

Nenad, a dark-haired guy in a white coat, arrives and takes us to the cellar of the Čoka Winery while telling us the story of its turbulent history. The first chapter of the story about the Čoka Winery begins in 1903 with the construction of a magnificent wine cellar. With the construction of the second part of the cellar, which housed concrete vessels, lined with tiles on the inside, the Lederer winery entered a new

phase of development in 1908.

One of the main attractions of this part of the cellar was the now-famous vessel that could hold more than 67,000 litres of wine. In it, Lederer played cards with other men, accompanied by gipsy musicians, with games lasting for several days.

The last and according to many the most beautiful part of the basement with a wooden barrel which is part of its famous seventh street was completed in 1912.

As the basement is located four metres below the level of the river Tisza, Lederer solved the problem with dampness by building a functional drainage system, based on highly hygroscopic sand, which is sprinkled on the bottom of the basement and is replaced several times during the day with a new batch which had been previously dried in the sun.

The cellar looks imposing and the huge barrels are well-pre-

THE WEDDING OF KING ALEKSANDAR A few days after our visit to the castle and winery and my posts on social networks, Dragan Komlušan from Čoka sent me a recording of a TV show in which he and other guests talk about the turbulent history of the Lederer family, as well as a dozen precious photos from the life of this important family. One photo features Magda Lederer (now 92 years old) with a big white bow on her head in the company of her mother and brother; the other photo shows children are riding in a "goat's carriage"; then there is her mother Magdolna dressed in the latest fashion from Paris, tennis courts in the park, Djordje Lederer on horseback, etc... There is also one colour photo among all these black and white photos - Magda with her grandchildren and great-grandchildren celebrating her 89th birthday in 2018.

How did it all begin? Paulina Schwab and Jacob Lederer from Budapest had two sons - Arthur and Karolyi. Arthur took over the property in Čoka and moved here. Married to Alice Levy, he had three sons: the eldest, Istvan, died on the Russian front in the First World War, his middle son, Laszlo, falsified documents and went to war as a minor, from which he

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returned alive but subsequently died of the Spanish flu after the war, while the youngest, György (Djordje, in Serbian) studied to be a banker and later took over Lederer's property. In 1927, György married Magdolna Reinprecht, with whom he had two children - Magda, who is still alive, and György Jr. Dragan Komlušan's grandfather worked as a cook at Lederers’ place, so he heard stories about the family from him: "They also took care of the poor - 150 meals would be cooked every day for those who had nothing to eat.

Also, at Christmas, Lederer would give gifts to his employees, which was practically half of the people in Čoka. It was mostly wine and brandy from his vineyards."

In 1929, Lederer's estate won the Grand Prix at the World's Fair in Lisbon. They say that Lederer had excellent relations with King Aleksandar Karadjordjević, to whom he always sent gifts. "At the wedding of King Aleksandar and Romanian Princess Maria, Lederer sent my grandfather and his brother to be the cooks at the royal feast,” says Dragan Komlušan.

In the park of the castle in Čoka’s centre, there were tennis courts and tennis coaches came regularly. There were several fountains and a greenhouse

THE CELLAR LOOKS IMPOSING AND THE HUGE BARRELS ARE WELL-PRESERVED, UNLIKE THOSE IN THE ERDEVIK WINERY. WITH A FEW TOUCHUPS HERE AND THERE, THIS COULD BECOME A FIRST-CLASS TOURIST ATTRACTION where Lederer grew tropical flowers. In 1960, a fire broke out after which destroyed the castle’s roof that was subsequently replaced.

In the same year, the fence around the castle and the park, which was made in the Art Nouveau style, was demolished and its parts were spread all over the country, most of them around some army generals’ villas in Belgrade. Since then, the park has been a public space.

In agreement with the Lederer family, the Korhec family came from Subotica to Čoka to start the meat industry that made this place famous, and today, as one of the many victims of the transition that ravaged many places in Vojvodina, the Čoka Meat Company had declared bankruptcy and closed.

Lederer's and Korhec's children, as the "golden youth" of that time, played together, practised tennis, and had private language teachers.

STEVAN RAIČKOVIĆ’S STORY In the short story titled “Mr. Lederer's Carriage”, which was published in the collection of short stories called “The Big Yard” (“Veliko Dvorište”), the book’s author, Stevan Raičković, describes an interesting episode from the life of the young Djordje Lederer. The new school year has begun. The children in the class all already know each other. One morning a black carriage stopped in front of the school. A large man came out of it, followed by a chubby boy. They both entered the school building. Shortly afterwards, a school attendant comes to the classroom and calls the teacher to come out for a moment. On the way back, the boy from the carriage entered the class with the teacher. His name was Djordje Djurika Lederer and he was a new student. He was the son of Mr. Lederer, a wealthy land-

owner from Čoka, a town across the Tisza River. He sat with the poorest boy in the class, Zeković, at the same desk.

Djurika shared his hearty snack with the boys from the first desk. As children do, they started to use Djurika soon after. Once, Djurika accidentally dropped a bit of ink on Zeković's cap which caused a general uproar, at which point Djurika swiftly went to the store and bought the little Zeković a brand new, beautiful cap. Since then, other children have tried desperately to have Djurika drop a bit of ink on their attire too. As it happens, he had to buy a boy whose surname was Ćeranić a new plaid jacket, after his coat was "accidentally" destroyed by the ink. A boy who went by the name Čamprag accused Djurika of spilling the entire content of an inkwell on his winter coat. This time around, the pupils took Djurika’s side and Čamprag was forced to wear a coat with an ink stain all winter. When the classes were over, everyone could hardly wait to gather around the carriage that came to pick up Djurika. Some would jump on its back end and thus rode all the way to the bridge over the Tisza. From there, everyone would leave for their homes.

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Magda Lederer (92) with grandchildren, in South Africa

"WAR PROFITEERS" Karolyi Lederer died suddenly in 1930, and the family collapse began there and then. In 1933, they sold a house in Budapest. In 1941, German troops entered Banat, and the entire property of the Lederer family was seized by the Nazi official Hermann Goering, who gave the previous owners four hours to escape. The Lederers went to Senta first, because, in Bačka County, which was under the control of Horthy's Hungary, the organized Holocaust against the Jews was not carried out, as was the case in Banat under the Germans and Srem, which was then part of Nazi Croatia. Only after the fall of Horthy and the Ger-

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man occupation of Hungary in 1944, Hungarian Jews were sent to Auschwitz.

The Lederer family managed to avoid such destiny because they fled from Senta to Budapest, where, hiding in the basements of the big city, they awaited the end of the war. In 1945, they returned to Yugoslavia, expecting that their property would be returned to

them as surviving Jews. However, the new authorities were only slightly more merciful than the Nazis - the Lederers were accused of war profiteering and sent to prison. Two years later, after being released from prison in 1947, they managed to escape to London and then in 1948, to South Africa, where the Lederer family still lives to this day.

IF YOU COME ACROSS THE LEDERER WINE IN A RESTAURANT, MAKE A TOAST TO THE PART OF THE FAMILY THAT LED THE ECONOMIC PROGRESS OF ONE PART OF OUR COUNTRY

Magda Lederer, now 92 years of age, visited Čoka in 2004, where she and her legal team began a restitution process, following which about 800 hectares of land were returned to her. When she visited the winery, she said, she was happy that at least something was left of her father's business empire, and she allowed the current owners to use their family name for the first line of their wines.

If you come across the Lederer wine in a restaurant, make a toast to the part of the family that led the economic progress of one part of our country. And yet, today, we are not even capable of slapping a bit of paint to the buildings they left behind.

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CULTURE NEWS

03 DEC

Grand Hall of the Kolarac Foundation, 20.00

Conductor: Leo McFall, Soloist: Kian Soltani, violoncello H. Berlioz Love scene from Romeo and Juliette, C. Debussy Peleas and Melisande, suite ,E. Lalo Violoncello Concerto, M. Ravel Bolero

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December 7 at 7 PM, 2021 ARTLINK COLLECTION EXHIBITION - PAINTINGS, CERAMICS, JEWELLERY

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Conductor: Cristian Mandeal ,Soloist: Guy Eshed, flute W. A. Mozart Serenata notturna K 239 L. Bernstein Halil for flute and orchestra, I. Stravinsky Petrushka (1947)

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Presentation of ArtLink festival promo film The exhibition is open until December 12, 2021

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December 13 at 8 PM PIANO RECITAL

Mohamed Shams, Egypt Program: Chopin, Rachmaninov, Liszt, Nawar Abas, Dvorak In cooperation with the Embassy of Egypt in Serbia

December 13 at 8 PM KOLARAC CONCERT HALL Studentski Trg 5

December 18 at 7 PM CULTURAL STATION EDJSEG

Antona Čehova 4, Novi Sad

December 22 - 23, 5PM - 8PM CHRISTMAS CHARITY BAZAAR Cultural Development Institute Rige od Fere 4

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