Diplomacy&Commerce 72

February 2021 | ISSUE No. 72 | Price 350 RSD

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VOJVODINA IN 2022

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SERBIA IS A PRIORITY COUNTRY FOR THE BANK MATTEO COLANGELI

EBRD Director for Western Balkans

MODERN UNITY OF OLD AND NEW IN ARCHITECTURE National Theatre in Belgrade

DIGITALIZATION IS THREAT TO PERSONAL DATA PROTECTION MILAN MARINOVIĆ

Commissioner for Information of Public Importance and Personal Data Protection

SWEDEN WILL CONTINUE TO SUPPORT SERBIA'S REFORM AGENDA

THE BRAVEHEART OF THE CAUCASUS

H.E. ANNIKA BEN DAVID

Ambassador of Sweden to Serbia and Montenegro

Reportage by Robert Čoban

HUMAN RESOURCES IN SERBIA 2022

SERBIAN INSURANCE MARKET

DARIJA KISIĆ TEPAVČEVIĆ Minister of Labour, Employment, Veteran and Social Affairs

JORGOVANKA TABAKOVIĆ Governor of the National Bank of Serbia

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Never Say Never Again FOLLOW US TO STAY UPDATED

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TANJA BANKOVIĆ Editor in Chief tanja.bankovic@color.rs ILIJA PETROVIĆ INDIGOCHILD Art director indigochild.ilija@gmail.com NATAŠA NEŠIĆ Advertising director natasa.nesic@color.rs JOVANA MARKOVIĆ Advertising manager jovana.markovic@color.rs DRAGANA RADOVIĆ Advertising manager dragana.radovic@color.rs JELENA RANĐELOVIĆ Advertising manager jelena.randjelovic@color.rs MAJA POPOVIĆ Journalist maja.popovic@ diplomacyandcommerce.rs RUŽA VELJOVIĆ Magazine director ruza.ristanovic@color.rs ROBERT ČOBAN Director robert.coban@color.rs

Photos GORAN ZLATKOVIĆ SHUTTERSTOCK Translation SNEŽANA BJELOTOMIĆ Print ZLATNA KNJIGA Jagodina Bagrdanski put bb

FOREWORD

ROBERT ČOBAN Director

n mid-January this year, it was exactly 30 years since the first issue of the student newspaper Index was published, which later gave birth to the Color Press Group in 1992. We will celebrate this jubilee after the pandemic, because this year, we are also celebrating the anniversary of the launch of the Independent Index (April 1992) and the Novi Sad Index (October 1992).

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CONTENT

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MATTEO COLANGELI

MILAN MARINOVIĆ

EBRD Director for Western Balkans

Commissioner for Information of Public Importance and Personal Data Protection

SERBIA IS A PRIORITY COUNTRY FOR THE BANK

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WE ARE CONTINUING TO IMPLEMENT SIGNIFICANT PROJECTS NENAD IVANIŠEVIĆ Provincial Secretary for Economy and Tourism

”Color Media Communications” LTD, 21132 Petrovaradin, Štrosmajerova 3 TIN 107871532 Matriculation number 20887303 Phone: +381 21 4897 100 Office: Braće Jugovića 23/2, Belgrade Phone: 011 4044 960 CIP - Katalogizacija u publikaciji Biblioteke Matice Srpske, Novi Sad 33 Diplomacy & Commerce / glavni i odgovorni urednik Tanja Banković, 2016, br. 1 (mart)-.Novi Sad: Color Media Communications, 2016 - , -33cm Mesečno.

ISSN 2466-3808 = Diplomacy & Commerce COBISS.SR-ID 303269895

To mark the launch, back then I gave an interview to the Student Television in Novi Sad and said that I hoped that "all the wars are now behind us" and that “we are entering a period of peace and prosperity”.

Three months later, the war in Bosnia and Herzegovina started, the entire editorial office of the Index was replaced and expelled from the office and somebody threw a bomb in the yard of my parents’ house in Bač after our colleagues were called “foreign mercenaries” in a TV programme. The war in Bosnia and Herzegovina lasted four years, followed by huge inflation in Serbia, which

had not been seen since the one in Germany in the 1920s.

Three decades later, I was walking down the streets of Sarajevo and somewhere near the Eternal Flame monument, I noticed the graffiti that read "No more war", a touching cry of the citizens of this city hoping that what happened thirty years ago would never be repeated. We live in a region where, unfortunately, we must never say never because here, scenarios that we did not dream of in our darkest nightmares are possible.

To sum up this editorial, in the jubilee year for our company, I can only quote Marshal Tito: "We live and work as if there will be peace for 100 years and we prepare as if there will be a war tomorrow!".

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SWEDEN WILL CONTINUE TO SUPPORT SERBIA'S REFORM AGENDA H.E. ANNIKA BEN DAVID Ambassador of Sweden to Serbia and Montenegro

DIGITALIZATION IS THREAT TO PERSONAL DATA PROTECTION

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THERE IS A CONTINUOUS GROWTH OF REGISTERED EMPLOYMENT DARIJA KISIĆ TEPAVČEVIĆ Minister of Labour, Employment, Veteran and Social Affairs

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GREAT CHALLENGES LIE AHEAD OF THE HR SECTOR

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MEDIA IN DIFFERENT CORNERS OF THE WORLD IGOR BESERMENJI N1 TV journalist

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PHILANTHROPY CONTRIBUTES TO A BETTER WORLD MARIJA MITROVIĆ Philanthropy and Partnerships Director at the Trag Foundation

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GREAT WOMEN OF SERBIAN CULTURE Exhibition

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IVANA DAMNJANOVIĆ TRIFUNOVIĆ

FOOD IS DIPLOMACY

Human Resources Director at CCIS

Chargé d'Affaires, Embassy of Malaysia in Belgrade

KHAIRUL TAZRIL TARMIZI

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BORIC ACID OR PLACID?

How Radical Will Gabriel Boric, Chile’s New President, Turn Out to Be? The former student leader has promised to end “neoliberalism” eftists Cheered and investors trembled when Gabriel Borić, a former student protester whose political coalition includes the Communist Party, won Chile’s presidential election on December 19th. Contrary to expectations, he beat José Antonio Kast, a hard-right candidate, by a hefty 11 percentage points. When Mr Borić is inaugurated in March, he will be, at 36, Chile’s youngest president in two centuries. Preliminary analysis suggests that much of his vote came from younger people, particularly women, who feel fed up with establishment politics (see chart). But how radical will he be when in office?

Despite his grand plans to change Chile, for much of his first year Mr Borić will be constrained by three forces. He will govern alongside an assembly that is rewriting the country’s constitution, a process that started in response to violent riots against inequality in 2019. He will be limited by Chile’s Congress, which is fragmented among 22 parties. And he will pay a price if he spooks markets too much. The relationship between the presidency, the constitution-writers and legislators will determine how far the country lurches to the left.

When he started out in politics, Mr Borić made a name for himself railing against the centrist parties that have governed the country since the end of Augusto Pinochet’s military dictatorship in 1990. He called the former centre-left president Ricardo Lagos a “producer of discontent” and claimed the Christian Democratic party had done little but “torpedo transformations”, ignoring the fact that such centrist parties oversaw years of impressive growth and a big reduction in poverty. The country grew at an average of 5% per year between 1990 and 2018, and poverty fell from 36% in 2000 to 9% in 2018.

(Poverty now stands at 11%.)

Since becoming a national deputy in 2014 Mr Borić has ruffled Congress by showing up with

have let Chileans withdraw 10% of their pension savings for the fourth time in a year. This would have caused long-term damage to pension pots and increased inflation—which, at 6.7%, is already more than double the central bank’s target.

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GROWING PAINS

SOME HOPE THAT HIS GOVERNMENT WILL BE SIMILAR TO THAT OF BRAZIL’S LUIZ INÁCIO DA SILVA, OR LULA, WHO MOVED FROM THE LEFT TO THE CENTRE WHEN PRESIDENT FROM 2003 TO 2010 a mohawk, tattoos and—most shocking to some—without wearing a tie. More worryingly, in 2018 he visited a former Communist paramilitary exiled in France who is charged with assassinating Jaime Guzmán, the author of the country’s dictatorship-era constitution (he later apologised for the visit). His initial presidential manifesto included proposals to revise free-trade agreements and require companies to give half their board seats to workers. On the campaign trail he promised that “If Chile was the cradle of neoliberalism, it will also be its grave.”

But after losing the first round to Mr Kast, Mr Borić tempered his tone. He began to work with the centre-left parties and tweaked his manifesto after consulting a group of centrist economists. He promised to be tough on crime and recruited Izkia Siches, the popular head of the doctors’ un-

ion, to lead his campaign. He smartened up with a suit and new haircut. Having won, he vowed to be the president “of all Chileans” and to implement reforms “with fiscal responsibility”.

Many are unconvinced. His platform remains radical. He vows to raise taxes by 8% of GDP over two four-year terms and abolish private pension funds. He makes grand promises, such as free public transport for all and universal health care funded by a 7% levy on all workers, but shows less enthusiasm for fostering the economic activity that might help pay for such things. His original manifesto, which declared itself to be a feminist document, mentions “gender” 90 times but “economic growth” only ten.

On December 20th he promised to cancel a big mining project on environmental grounds. He also supported a policy that would

Much depends on the two political bodies that could limit Mr Borić’s plans. The constitutional convention already skews to the left, although it will choose new leaders on January 4th that could temper its radicalism. The institution that is most likely to constrain him is Congress. A general election in November left the Senate split evenly between parties of the left and right; Mr Borić’s coalition commands only five seats.

The lower house is also almost tied, and Mr Borić’s coalition has only 37 of 155 seats. This should force him to seek broad support for his proposals.

Mr Borić claims he is different from old-guard leftists in the region. He calls himself a social democrat and has criticised leftist dictatorships in Cuba, Venezuela and Nicaragua. Some hope that his government will be similar to that of Brazil’s Luiz Inácio da Silva, or Lula, who moved from the left to the centre when president from 2003 to 2010. Moderates are holding their breath.

From The Economist, published under licence.

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

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INTERVIEW

by Maja Popović

Serbia is a Priority Country for the Bank We work towards building more competitive and sustainable economies in Serbia and in the rest of the Western Balkans

MATTEO COLANGELI EBRD Director for Western Balkans

n his interwiev for the magazine Diplomacy&Commerce Mr Matteo Colangeli EBRD Director for Western Balkans talked about current state of the Serbian economy and EBRDs plans for Serbia and Western Balkans. He explained the significance of economies which are powered by greener energy systems and investments in digitalization. He also said that the Serbian economy has shown resilience in time of uncertainty.

EBRD invested well over a billion Euro in the Western Balkans last year, evenly spread between private and public sectors and across a total of 89 projects.

Around 35% of this amount went to investments in environmental

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infrastructure, renewable energy, circular economy, and resource efficiency. A major landmark project in Serbia was to build sanitary landfills and increase recycling, as well as investments in rolling out broadband in rural areas and upgrading irrigation facilities

the Bank, consistently among our top ten in terms of business volume, and a country where we have ambitions to grow our presence and activities further. As such, it is an honour for me to be leading our team in Belgrade. During my short time in Serbia, I have

THE OVERARCHING PRIORITY FOR EBRD ACROSS THE WESTERN BALKANS WILL BE ACCELERATING THE GREEN ECONOMY TRANSITION, BOTH AT THE LEVEL OF INFRASTRUCTURE AND ENERGY SYSTEMS What are your impressions of Serbia after spending almost a year in the position of the Director of the EBRD Office for the Western Balkans and Serbia?

— Serbia is a priority country for

been impressed by the resilience of the economy during the crisis and by the depth of ongoing investments in upgrading the country’s infrastructure. I think there are exciting opportunities for Ser-

bia in the years ahead. At EBRD, we are committed to support our partners in the public and private sectors to make the most of them.

After you were appointed to this position, you said that the EBRD’s focus would be on the economic recovery in the post-pandemic period. However, given that the pandemic has been lasting longer than originally anticipated, what are your current plans? What are the EBRD’s plans in Serbia and the region?

— We work towards building more competitive and sustainable economies in Serbia and in the rest of the Western Balkans. Economies which are powered by greener energy systems, which are more efficient in the way they use and recycle resourc-

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es, and which are inclusive in creating opportunities, particularly for younger generations. Supporting investments in digitalization will certainly be an important enabling factor in reaching these objectives, as it will be nurturing the promising technology ecosystems that are developing in the region, and particularly in Serbia. But the overarching priority for EBRD across the Western Balkans will be accelerating the green economy transition, both at the level of infrastructure and energy systems, and in terms of investments by the private sector. We are committed to continue working with authorities and business communities across the region to deliver on this agenda, by making available finance and know how. In the years ahead, I expect a growing share of our public sector investments to be in environmental infrastructure, railways, and energy efficiency.

We also want to expand our direct financings to corporates, both local entrepreneurs and foreign direct investors, again with a view to greening their businesses. And, of course, we will work to scale up renewable energy, including by creating supportive regulatory frameworks and competitive processes to allocate capacities and deliver the most efficient outcomes for the energy systems of the region.

Do you think that the Serbian government is coping well with the challenges posed by the pandemic?

— The Serbian authorities adopted a range of measures over the past two years to help shield the economy from the impact of the pandemic. In my view, the support was timely, broad and sizeable, delivering strong support to businesses and households. This softened the economic contraction in 2020 and supported the robust recovery last year. Importantly, authorities also raised public capital investments, as part of the response to the crisis. Addressing infrastructure gaps not only supports the immediate recovery, but also helps boost longer-term growth of the economy. Going forward, the policy mix will need to continue being fine-tuned to reflect the changing economic realities, such as narrower fiscal space, and strengthen the resilience of the economy to future shocks, but also to take advantage of transformational trends that have come to

OUR CURRENT FORECAST PROJECTS 6.5% GDP GROWTH IN 2021 ON THE BACK OF CONSISTENTLY STRONG RECOVERY THROUGHOUT THE YEAR the forefront during the pandemic such as the digitalisation and the re-organisation of global supply chains.

What is the current state of the Serbian economy?

— The economy has shown resilience in time of uncertainty, recording stronger than initially expected output growth over the last year following a relatively mild contraction in 2020. Recovery has been broad-based, led by activity in domestic trade, construction and manufacturing sectors. Private consumption has also been recovering strongly and so have investments and exports.

Overall, the economic output is growing at a robust rate. However, Serbia is not immune to global vulnerabilities such as elevated inflation, tightening of the fiscal space on the back of large interventions and uncertainty related to the future dynamics of the pandemic and external environment conditions.

What is Serbia’s position in relation to other Western Balkan countries?

— Serbia has been among the countries in the region that weathered the pandemic better, by virtue of the structure of its

economy and the effective measures deployed by the authorities. What really stands out, in my view, is the country’s continuing success in attracting foreign direct investment, with Serbia accounting for the lion share of the Western Balkans total, particularly in manufacturing and services.

I believe Serbia and the entire region are to benefit materially from closer economic integration and from better transport connectivity among the countries. The investments Serbia is making in roads and rail are highly important in this respect. On a broader level, the region’s approximation to the EU remains the main catalyst for economic development and better living standards. Serbia’s opening of negotiations on new EU accession chapters last year is a noteworthy success and positive news for the entire region.

Could you tell us more about the EBRD's investments in the Western Balkans in 2021?

— We invested well over a billion Euro in the Western Balkans last year, evenly spread between private and public sectors and across a total of 89 projects. Around 35% of this amount went to investments in environmental infrastructure, renewable energy, cir-

cular economy, and resource efficiency. The marked increase in green investments relative to 2020 underscores our commitment to the region’s green economy transition, which remains our first priority. The year was characterized by a number of landmark projects. In Serbia, these included a major regional waste management program to build sanitary landfills and increase recycling, as well as investments in rolling out broadband in rural areas and upgrading irrigation facilities. In Albania, we financed an innovative floating solar power plant, as well supported the resilience of the financial and energy sectors. We continued to support major road links in Bosnia and Herzegovina, Montenegro and North Macedonia, as well as much needed environmental infrastructure in Kosovo. Across the region, we strengthened our network of green cities with a number of projects in energy efficiency, district heating, and local transport. The majority of our business in the private sector continued to be primarily channeled through local banks, including with risk sharing, trade finance, and facilities supporting green investments by SMEs, residential energy efficiency, and access to finance for female entrepreneurs. The EBRD’s cumulative investments in the region reached nearly 15.3 billion euro to date.

What is your forecast for the Serbian economy?

— Our current forecast projects 6.5% GDP growth in 2021 on the back of consistently strong recovery throughout the year. We expect economic growth to moderate to 4.3% in 2022, moving closer towards the long-term growth rate. Foreign direct investments have been robust in the past decade, which bodes well for future growth, and risks to the forecast remain balanced. Overall, Serbia is in a good place to advance the structural reforms which would boost long-term growth and ensure its sustainability. These include reducing the economy’s energy intensity and increasing the share of renewables, as well as accelerating digitalization and deepening access to finance for business through capital markets development. Continuing to improve the governance of stateowned enterprises would also support resource efficiency and rising productivity in the economy.

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INTERESTING FACTS

NATIONAL DAYS

What Can We Learn From the Past 130 Years? hether history is really "the teacher of life" or is it just a waste of time, since the future is unpredictable is one of the most commonly asked questions? Here is a map of Europe that may not be perfectly accurate in every aspect (data from 1890 can come from different sources), but it pretty well outlines who was rich then, and we know who is rich now. It is striking to see that the UK was by far the richest country in Europe at the time, due to rapid industrialization, as was Belgium - the two countries were the first to embrace new technologies. The UK is now poorer than the newly created Republic of Ireland, which has adopted new digital technologies faster than anyone. Belgium was de-industrialized and was demoted from its high position. The moral of the story is - a) be the first to embrace new technology to become rich, b) don't give up on it and improve it, and c) having colonies at this time is not acceptable, but we must not forget the riches of the British Empire, the Belgian Congo, and the Dutch colonies. On the other hand, we can see that Switzerland, a country that did not exist before the war, as well as the Scandinavians, are among the richest today (the latter were not even close to being wealthy

FEBRUARY

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IRAN

Islamic Revolution Day

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VATICAN

oundation of Vatican F City

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LIBYA

Revolution Day

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JAPAN

ational Day N (Emperor's Birthday)

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ESTONIA

Independence Day

130 years ago) and that the countries of Southeast and Eastern Europe are either still poor or poorer than before, which again brings us to the following conclusions - a) it takes many years of peace to accumulate wealth and b) only a few years of war are enough for a country to fall into poverty. See you in 130 years, to paraphrase Mayakovsky.

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KUWAIT

ational Day and N Liberation Day

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ARRIVALS & DEPARTURES

EGYPT

MILAN GRUJIĆ The new president of the AHK CEO of ZF Serbia, Milan Grujić, has been appointed President of the AHK and his term will last until 2024.

He is a member of the Chamber of Commerce and Industry of Serbia's Board of Directors and the Chairman of the AHK Dual Education Working Group. Mr Grujić has built a successful managerial career in the automotive industry. He has been working for ZF for 19 years, i.e. since the inception of the Serbian branch of the ZF Aftermarket Division. Now, he is the CEO of ZF Serbia, the biggest direct greenfield German investment in Serbia so far. The company

Independence Day MARCH

currently employs over 1,100 workers.

Mr Grujić's contribution and influence on the economic development of Serbia has been recognized and acknowledged, so in 2018, he was declared an honorary citizen of the town of Pančevo. In 2019, on the occasion of the Serbian Statehood Day, he was awarded the Gold Medal of Merit.

Mr Grujić was born in 1974. He graduated mechanical engineering from the Faculty of Mechanical Engineering in Belgrade.

He is happily married to his wife Snežana and has three children.

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OSNIA AND B HERZEGOVINA

Proclamation of Independence 1992

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BULGARIA

Liberation Day

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HUNGARY

1848 Revolution Day

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IRELAND

ANNINO DE VENEZIA New President of the Italian-Serbian Chamber of Commerce The Managing Board of the ItalianSerbian Chamber of Commerce has elected engineer Annino De Venezia as the new President.

The Managing Board has accepted unanimously the candidacy of the Italian manager.

Annino De Venezia has succeeded Giorgio Marchegiani, President of the Executive Board and until now CEO of DDOR Insurance Unipol Group, who has led the Chamber since 2016 and who will return to Italy in a next days, where he will take on a new business role.

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Mr. De Venezia has been working in Serbia since 2015 as the Chief Operating Officer, and since March 2017 as the General Manager of AUNDE SRB D.O.O. from Jagodina, part of the AUNDE Group, which produces covers for the automotive industry.

The company has more than 800 employees and has launched a dual education program for high school students. In Serbia, he has always made a significant contribution to the promotion of Made in Italy, as he is a faithful supporter of the Italian business and managment skills.

St. Patrick's Day

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TUNISIA

Independence Day

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NAMIBIA

Independence Day

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GREECE

Independence Day

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MALTA

Freedom Day

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INTERVIEW

by Ivana Rajinac

We are Continuing to Implement Significant Projects By increasing the budget of the Vojvodinian Secretariat for Economy and Tourism in the new fiscal year under the new convocation, more opportunities have been created for implementing better support measures for businesses

ture in Vojvodina through its own measures aimed at supporting the SME sector?

— By careful analysis of the SME sector, we concluded that this segment is becoming increasingly important in the overall economy, i.e. in regard to its share in the economic structure, as well as that it has a growing impact on gross value added and turnover and, very importantly, is strongly export-oriented. With regard to employment in the tourism sector, as well as in the economy and entrepreneurship sector, the Provincial Secretariat is trying to influence this phenomenon by creating special terms and conditions in competitions. For instance, one of the prerequisites for their participation in competitions is that they are not allowed to lay off their permanent employees for six months, so we can save as many jobs as possible.

NENAD IVANIŠEVIĆ Provincial Secretary for Economy and Tourism

e have talked with the Provincial Secretary for Economy, Dr Nenad Ivanišević, about the activities that the Vojvodinian Secretariat for Economy and Tourism carried out last year and the implementation of measures under the new convocation of the Vojvodinian government.

"Given that 2021 was a pandemic year and considering the relevant prevention measures, most of the economic indicators, especially in tourism, were conditioned by the current situation, with a significant decline in the number of overnight stays of foreign tourists, which, usually, generate significant financial revenues. On the other hand, the Secretariat tried to promote domestic travel destinations as

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much as possible, as did the other relevant institutions and organizations, so that tourism still generated income from domestic tourists, through internal migration tourism,”, said Dr Ivanišević.

Significant funds were allocated to the aforementioned economic branches in the form of subsidies, but also refunds. Which sectors will receive the biggest investments?

— That’s right! Before the budget review in September 2021, the Secretariat provided additional support to the tourism sector by sub-

sidizing the costs of machinery and equipment, but also upgrading and constructing tourist superstructure and the organization of events in Vojvodina, with about 150 million dinars. Plus, we allocated the additional 20 million dinars to female entrepreneurship and co-financed the programme of development and activities of local socio-economic councils with a total of 2.5 million dinars, as well as the activities and establishment of local tourist boards with 5 million dinars.

How did the Secretariat influence the overall economic struc-

VARIOUS ANALYSES AND OUR INTERNAL RESEARCH HAVE SHOWN THAT THE CITIZENS OF VOJVODINA, AS WELL AS THE REST OF THE REPUBLIC OF SERBIA, ARE SLOWLY BECOMING AWARE OF VOJVODINA'S TOURIST POTENTIAL

Last year, you were especially focused on preserving traditions and cultural landmarks also thanks to launching a public competition for old arts and crafts.

— The competition for old arts and crafts, which was launched in July and which is extremely important for the preservation of history, tradition and cultural features in Vojvodina, is another form of financial assistance to small business owners and micro and small enterprises intended for the purchase of equipment or raw materials. In this way, the Provincial Secretariat awarded five million dinars worth of grants in order to improve and preserve the production process, in a way that does not endanger the traditional technology used in old arts and crafts or home-made production.

The goal of allocating funds for this purpose is to increase competitiveness and thus improve entrepreneurship and the economic climate in Vojvodina.

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Old crafts, as well as handicrafts and works of art, are another generator and driving force behind tourism, attracting a large number of domestic and foreign tourists who are prepared to spend more than they planned at a certain event.

You also had important cooperation with social partners in the public sector. What is the extent of this cooperation?

— We have successfully established a network of social partners with whom we pool resources and capacities, with the aim of defining and creating an infrastructure based on the given guidelines conditioned by the market policy.

With this approach, I believe that we will significantly contribute to the development and regional uniformity, boost the economy by supporting and encouraging small business owners to participate in public competitions, while actively reducing negative population trends related to demographic structure. In this regard, the Secretariat subsidizes the costs of loan application processing fees and interest rates related to the competitions launched of the Development Fund of Vojvodina for long-term loans for the development of tourism and especially rural tourism. The Secretariat also allocated 10 million dinars to co-finance the users of the Fund's credits that are allocated to support the development of tourism which are used for upgrading the equipment in tourist facilities, creating conditions for increasing quality and expanding the tourist offer, boosting competitiveness and increasing employment.

Many issues have been opened and challenges created which we have to overcome by providing an adequate institutional response through our support measures aimed at guiding the economy into a new direction that can help with its recovery.

What does the relaunch of the Best of Vojvodina product quality label bring?

— The re-launched quality label, which bears the already recognizable name "The Best of Vojvodina", speaks about the quality of the product, where and how it was created, and thus promotes a certain area in the best possible way. So far, this quality signed has been mainly assigned to food, industrial and craft products, while the new concept has extended

this label to include tourist services and destinations. The label is used to mark natural, agricultural, craft, industrial and domestic products, and the fact that it was awarded to a particular product or for the quality of tourism service, thus confirming that the product or service has now become a member of 'the club' of the highest quality products and services. However, much more should be done regarding the greater use and practical value of the product that bears this label.

Under the auspices of this project, we have been recognizing

tory Serbia and AP Vojvodina.

While we are on the topic of event organization, which important trade fairs did the Secretariat take part in last year?

The Secretariat opened "the season" by organizing an online Entrepreneurship Fair at the Novi Sad Fair. We also participated in the 88th Agricultural Fair in Novi Sad, where we promoted a campaign called "Vojvodina Lunch Irresistible Tastes of the Plains" with the Vojvodina Tourist Board.

The idea was to present the advantages of this endeavour to the ca-

UNTAPPED POTENTIALS ARE FOUND PRIMARILY IN RELIGIOUS, CULTURAL, RURAL, WINE, BUT ALSO HUNTING AND CYCLO TOURISM and awarding the best product, service and business since 2004, when the label was established.

All awarded products meet European product quality standards they have a HACCP certificate and ISO standard. With this project, we will certainly move the line of establishing product quality, focusing on the domestic economy and production, as well as on the service activities of Vojvodina-based businesses.

According to the latest batch of received applications, the largest number of applications refers to the organization of events, which is one of the indicators that life is returning to normal, while, of course, we carefully monitor the spread of the coronavirus, as well as the immunization in the terri-

tering facilities that had been assigned 'The Best of Vojvodina' quality label through 'The Best of Vojvodina' campaign and the 'Vojvodina Lunch' campaign, while promoting serving the traditional Vojvodina lunch, for example, at noon on Sundays.

Will you continue to invest in untapped capacities that certainly exist on the territory of AP Vojvodina?

— Various analyses and our internal research have shown that the citizens of Vojvodina, as well as the rest of the Republic of Serbia, are slowly becoming aware of Vojvodina's tourist potential. Therefore, together with the Vojvodina Tourist Board, we are trying to combine and invest funds in dig-

ital marketing, i.e. the promotion of local tourist boards, and thus increase the visibility of their tourist offer. The idea is to establish local tourist boards in local self-government units where they do not exist as yet, as well as to boost the capacity of existing local tourist boards.

We should include as many wineries, national restaurants, farms, religious and cultural heritage, the benefits of Fruška Gora, the City of Novi Sad with Petrovaradin Fortress, all the features of Sremski Karlovci, the town of Vršac with its Vršac Hills, nearby Bela Crkva lakes and Deliblato Sands, Danube, Tisza, Sava and the network of internal canals, which make the lifeblood of Vojvodina. Untapped potentials are found primarily in religious, cultural, rural, wine, but also hunting and cyclo tourism. Religious tourism is a great capacity that Vojvodina has at its disposal, bearing in mind that all major religions are represented in Vojvodina. Furthermore, Sremski Karlovci is certainly a special gem of Vojvodina's tourist offer. Hunting tourism in Vojvodina has been doing well for years, but the public is not sufficiently aware of it.

What's the next step in the implementation of the Green Trail project which is funded together by the Vojvodinian and Serbian governments?

— I recently signed a contract worth 21,600,000 dinars, which the Ministry allocated to the Provincial Government, more precisely to the Provincial Secretariat for Economy. This money is intended for the preparation of a project, namely drafting technical documentation regarding the project implementation procedure and implementation of project activities on the corridor of the former Petrovaradin-Beočin railway. This trail, 17.5 kilometres long, is planned to become a special-purpose area, more precisely a tourist route known as a "green trail". In order to achieve this, there is enough interest to turn the railway section into a "green trail" for pedestrians and cyclists. This endeavour is the result of the joint work of the Provincial Government and the Government of the Republic of Serbia, as well as a result of a joint concept implemented by the Head of the Provincial Government, Igor Mirović, and Construction, Transport and Infrastructure Minister, Tomislav Momirović.

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INTERVIEW

by Tanja Banković

Sweden Will Continue to Support Serbia's Reform Agenda We strongly believe that EU membership is not only beneficial for Serbia, but also important for the European Union

H.E. ANNIKA BEN DAVID Ambassador of Sweden to Serbia and Montenegro

ew ambassador od Sweden to Serbia and Montenegro, H.E. Annika Ben David in her first interview for the magazine Diplomacy&Commerce talks about her first impressions, priorities and development cooperation between Sweden and Serbia.

You were recently appointed the Ambassador of Sweden to Serbia.

What are your firstimpr essions?

— My first couple of months as an Ambassador of Sweden to Serbia and to Montenegro have been very interesting and intense. Belgrade, my adopted hometown has so far shown its most charming side. I enjoyed the summery weather that lasted until the end of September, something that we northerners particularly enjoy.

The city is full of history, eclectic architecture and many landmarks showing how East and West meet here. This gives the city a special vibe which I think that newcomers find very interesting and attractive.

It has been very interesting to learn more about Serbia. As Ambassador one has the possibility to get to know a country, its people and customs in a way that is difficult if you are a tourist.

People living in Serbia are very friendly, generous and hospitable and I am enjoying myself. I feel welcome in Serbia wherever I go.

What will be your priorities in further work and cooperation with Serbia?

— My mission is to further broaden and deepen the relations between Sweden and Serbia. The bilateral ties stand on very solid pillars. One of them being Sweden’s continued support to Serbia on its EU path. We strongly believe that an EU membership is not only beneficial for Serbia, but

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Photo: Dobrica Mitrović

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MY MISSION IS TO FURTHER BROADEN AND DEEPEN THE RELATIONS BETWEEN SWEDEN AND SERBIA. THE BILATERAL TIES STAND ON VERY SOLID PILLARS also important for the European Union. Another strong pillar in is the Serbian diaspora in Sweden, who over the years have contributed a lot to the development of the Swedish society and economy.

The diaspora is today helping us

to build bridges between Sweden and Serbia, in areas such as business and culture.

What will development cooperation focus on in the coming years?

— Sweden has been supporting Serbia since 2000 through development assistance. Recently the Swedish Government adopted a new reform strategy for the Western Balkans and Turkey for the coming seven years. That means that Sweden will continue to support Serbia's reform agenda towards EU integration through partnerships with various Serbian actors, allocating about 12m euros a year for various types of projects and programs. This is an expression of our long- term commitment to Serbia’s EU path.

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Sweden is one of the three largest donors to Serbia. Our development cooperation focuses on institutional and economic development, environment and climate change, rule of law, democracy and human rights. Up until now we have supported Serbia with more than 280 million euros .

We will now intensify our efforts for increased respect for human rights, strengthening democracy and the rule of law, gender equality, inclusive economic development, environment and climate change. The Swedish support shall also focus on peaceful and inclusive societies.

What do you consider to be the biggest obstacles on the path to Serbia's accession to the EU? — The European Commission’s last annual progress report on Serbia concluded that progress has been made in the last year. In some areas it is limited and leaves room for intensified work, such as the fight against corruption and organized crime, judicial reform, freedom of expression and harmonization with the common foreign and security policy. In conclusion, a new cluster in Serbia’s EU accession process was opened.

There are several reasons why no chapter was opened for two years before that, primarily due to shortcomings in the field of the rule of law. We hope that the recent opening of cluster 4 in the EU accession process will help to boost the reform process. 2022 will be the year of implementation and we will follow closely Serbia’s continued reform efforts.

What are the most important reforms that Serbia needs to implement to meet the criteria for EU membership?

— Every country that aspires to join the EU is expected to agree and promote the basic values of the union - the rule of law, democracy and justice. Serbia needs to continue and deepen reforms in these areas and also in the field of freedom of expression, which is a human right. The fight against organized crime and corruption is also very high on the agenda.

Sweden is one of the largest donors in the field of environmental protection. What is the situation in Serbia like in regard to that issue?

— Sweden is one of the largest donors generally with ap-

THE SWEDISH COMPANIES CREATE JOBS IN SERBIA BUT THEY ALSO BRING CORPORATE SOCIAL RESPONSIBILITY, A COMMITMENT TO SUSTAINABLE BUSINESS, TRUST, OPTIMISM AND FAITH IN THE FUTURE proximately 12 million euros per year, but in the field of environment Sweden is in the lead on EU environmental reform, Chapter 27. In both Sweden and in Serbia the EU environmental reform is about improving the quality of life for citizens, having access to clean air and water, to have a healthy life. But quality of life is also about having access to information about the environmental situation, and to be able to participate actively as a citizen in decision-making. We work with the Government, with municipalities, industry, CSO and citizens to improve the quality of life of the citizens of Serbia.

In the field of environment, we cooperate very much with the European Union. I was pleased to represent my country when the Government of Serbia recently launched the Project "EU for the Green Agenda in Serbia – Get Started, Take Action, Scale Up“.

This s a new two year initiative by the EU and the United Nations Development Program (UNDP),

implemented in cooperation with Sweden and the European Investment Bank (EIB). The goal is to help Serbia improve strategies and policies, take concrete action and making increased investments for green transformation, especially in the areas of decarbonization, reduction of air, water and land pollution, circular economy, agriculture and food production and biodiversity protection.

We believe that this initiative will contribute to the kick-start of the green transition in Serbia.

However, we all need to engage, not just the national and local authorities, but also public and private companies, civil society organizations, scientific and research institutions, and citizens.

Over 100 Swedish companies operate in Serbia. What do you think is the advantage of doing business in Serbia and what Serbia still needs to do to attract more investors from your country?

— I’m pleased that the number

of Swedish companies of all sizes and industry sectors is growing. We already have more than 100 Swedish companies in Serbia employing close to 10 000 workers. Trade between our countries is constantly growing. Despite the pandemic it has grown with 30 percent.

Serbian companies are increasingly exporting goods and services to Sweden. The Swedish companies create jobs in Serbia but they also bring corporate social responsibility, a commitment to sustainable business, trust, optimism and faith in the future. They are an important part of the business society in Serbia contributing to the society as a whole.

I meet with the representatives of the Swedish business community in Serbia on a regular basis in order to discuss how the business climate in Serbia can be improved.

Generally, Serbia has taken some important steps toward improving its business environment and increasing the competitiveness of its economy. Still, a lot remains to be done for a truly competitive economic environment, where the private sector leads on growth and job creation. Competitiveness is one of the key areas where further improvements are needed to align with best practices from the European Union, which Serbia aspires to join.

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Quality Products and Care for the Planet The winning spirit, passionate approach to work and unity have been associated with Oriflame in the most wonderful way from the company’s very beginning, and these are exactly the values that are nurtured in the company to this day

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stands for in the best possible way. The Serbian market is very developed and very competitive.

At the same time, women in Serbia are beautiful, well-groomed, have their own style and know what they want. In conclusion, we can say that Oriflame has topnotch products and a great approach thanks to the support of our brand partners in finding our way to the hearts of many women in Serbia. The direct sales industry is growing rapidly worldwide. We expect to see the growth of direct sales companies in Serbia this and next year, compared to retail.

KOSOVKA TIČIĆ General Manager of Oriflame Western Balkans

n an interview for Diplomacy&Commerce, Kosovka Tičić, General Manager of Oriflame Western Balkans, speaks about beauty the Swedish way and becoming a member of a successful team.

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Oriflame was founded in 1967 and has been operating for 55 years in 60 countries worldwide as an international cosmetics company. How has your industry changed over the decades and what is the secret of its success?

— The winning spirit, passionate approach to work and unity have been associated with Oriflame in the most wonderful way from the company’s very beginning, and these are exactly the values that are nurtured in the company to this day. In 1967, the company’s founders, brothers Robert and Jonas af Jochnik, chose a new way of doing business for that time - direct sales.

Oriflame was one of the first foreign companies to come to Serbia in 2001. Our key focus, which made the difference in the market, is on great people, quality products and care for the planet.

The current situation in the world, where humanity has been dealing with a pandemic, has been a challenge and an opportunity for Oriflame as well. Our Swedish attributes of accessibility, progressiveness, innovation and naturalness have preserved us even in these challenging times because digitalization has been one of the company’s strategic goals since 2016. The online tools were ready and active and in March 2020, we bravely set off.

The entrepreneurial spirit of all of our team members has helped us to be flexible and adapt quickly.

Our community has over 3 million brand partners. They are the

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WE NEED FEMALE LEADERSHIP IN ALL SEGMENTS OF SOCIETY AND I WOULD LIKE TO INVITE EVERYONE TO GIVE WOMEN A CHANCE. I AM SURE THEY WILL USE IT TO THE BEST OF THEIR ABILITIES AND JUSTIFY YOUR TRUST greatest wealth and strength of the company which brings me back to the three key focuses that define our diversity in comparison to other cosmetic companies on the market – they are people, quality products and the preservation of our planet.

Swedish brands have always been conveying a different message. What does your company’s main message – “Beauty by Sweden” – convey and what is exactly beauty the Swedish way?

— "Beauty by Sweden" conveys the message that the company nurtures a holistic approach to beauty. For us, beauty is not only how we look, but also how we feel, work and live, namely striving to be confident and have a balance in life that comes from beauty inside and out and gives us the strength and power to react in the right way regardless of the chal-

lenges that life sends our way.

Beauty by Sweden also means beautiful skin and we all deserve to have healthy skin. That's why our team of 150 scientists from the research centres in Stockholm and Dublin has been working on formulations that combine the best natural ingredients and the power of innovative science, whilst creating safe and effective facial skincare products for all skin types and needs.

How do you adapt your message to different markets and how would you rate the Serbian market?

— We are all unique and love to be experienced differently. Adapting the Oriflame message to the local mentality and culture is superbly done by our brand partners. In Serbia, we have about 20,000 brand partners who represent everything that Oriflame

Oriflame is also known for encouraging female entrepreneurship. Why are encouragement and support for women and their empowerment important and what does support for women look like in Serbia?

— Society is changing as does the need for the type of society’s leader. Flexibility, empathy, loyalty and attention are all associated with female energy. Women run businesses and families in a similar way. You will agree that they are masters at that and in multiplying income. They use their smiles to create a warm atmosphere and motivate. I am confident that the time will come when women will lead more than they will be led. I'm looking forward to it. We need female leadership in all segments of society and I would like to invite everyone to give women a chance. I am sure they will use it to the best of their abilities and justify your trust.

I am proud of our quality products which number 1,000. However, very few people know that Oriflame offers another product besides cosmetics called business opportunity. Compared to the Swedes, we, in Serbia, still have room to work on ourselves, bravely progressing and making great strides in recent years. I look forward to that and support it with all my heart.

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A Winning Year for Telekom Srbija During his first year at the company’s helm, its CEO Vladimir Lučić signed agreements stipulating the formation of the most prestigious international partnerships, Venture Capital Fund was launched, expansion in the region continued, the number of subscribers, revenues and EBITDA all went up, and in 2022, the revolutionary 5G network will be launched he European Investment Bank’s EUR-70-million investment in the implementation and development of the 5G network marked the end of 2021 for Telekom Srbija, which was a winning year for the company in every sense.

The cooperation with the EIB is also the latest in a series of international partnerships that Telekom Srbija forged with the largest global brands in the past 12 months.

In the mentioned period, Telekom launched the Euronews Serbia information channel together with the renowned European media company, Euronews, to provide viewers with objective, balanced and timely information from the country and the world, in line with the highest international standards.

Then, at an outstandingly competitive tender, Telekom Srbija won six-year rights to TV broadcasts of English Premier League matches in the entire region.

Thanks to that, top-notch football from the Champions League, Europa League, Spanish Primera, Italian Serie A, Italian French Ligue 1, Portuguese Premier League, alongside the American NBA Basketball League, will be broadcasted on Arena Sport channels. This will significantly contribute to the further increase of the subscriber base in the entire region and generate substantial marketing revenues.

Also, Telekom Srbija has partnered with the world's largest media company known for business and finance news to launch the regional multimedia network Bloomberg Adria this year.

Bloomberg Adria is expected to play a significant role in the eco-

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TELEKOM SRBIJA’S FUTURE IS CLOSELY LINKED TO THE DIGITAL FUTURE OF THE COUNTRY, AND THE COMPANY IS FOCUSING ITS EFFORTS ON ACCELERATING THE DIGITAL TRANSFORMATION OF THE SERBIAN ECONOMY AND SOCIETY nomic integration and economic progress of the entire region.

The exclusive regional partnership with Vodafone, the largest telecommunications company in Europe and Africa, is crucial for the development of Telekom Srbija. This cooperation has two di-

mensions - one which will lead to improved digital services, products and communications, and the other that will lead to the increase in the efficiency of the procurement process.

Vodafone is also a global leader in the development of the 5G

network, so their technologies, know-how and experience will be of great importance for a strong breakthrough of the Fourth Industrial Revolution in Serbia via Telekom.

Telekom Srbija’s future is closely linked to the digital future of the country, and the company is focusing its efforts on accelerating the digital transformation of the Serbian economy and society.

Following that, in 2021, Telekom Srbija established the Corporate Venture Capital Fund (CVC) for startup ideas, intending to invest 25 million euros in startups in the next five years. In 2022, Telekom will invest heavily in sectors such as AI, Big Data, FinTech, e-commerce, IoT, media and telco, AdTech, B2B / B2C, SaaS and blockchain through its CVC Fund.

What is especially interesting to the general public are investments in media content, and in addition to sports, Telekom has invested in the most popular feature programmes, such as the TV series "Besa", "Crna Svadba", "Kalkanski Krugovi", "Tajna Vinove Loze" and "Državni Službenik”, which is a real hit in South America.

In 2022, Telekom Srbija will remain committed to increasing its share in a highly competitive and fast-growing market, as well as nurturing strong financial indicators. The company ended last year with almost 1.2 billion euros in revenue, and since 2018, it has recorded an annual growth rate of 5 percent. Also, the EBITDA margin increased by 13% and now stands at 38%. At the same time, the subscriber base continues to grow year on year and Telekom Srbija currently has about 11 million subscribers in Serbia and abroad.

THE NUMBER ONE IN SOUTH-EAST EUROPE Telekom Srbija is Serbia’s largest telecommunications and multimedia provider and a market leader in South-East Europe with strong growth potential. Today, the company is proud to provide content in Serbia, Bosnia and Herzegovina, Montenegro and North Macedonia under the MTS and m:tel brands. Also, Telekom Srbija is present in Austria with

impressive business results. This was a trigger for the company to record growth in the German and Swiss markets too, where soon it will open 30 shops. As a joint-stock company, Telekom Srbija operates under a twotier system with a Corporate Governance Code under EU best industry practice and OECD principles.

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INTERVIEW

by Ruža Veljović

Digitalization is Threat to Personal Data Protection Adoption of the Strategy is of crucial importance for better and more efficient realization of this right in Serbia MILAN MARINOVIĆ

al data, lack of regulation of some important types of personal data processing such as video surveillance, biometric data processing, non-compliance with the provisions governing legal remedies that may be submitted to protect personal data and more.

Commissioner for Information of Public Importance and Personal Data Protection

bout current situation and new Strategy for Personal Data Protection in Serbia Milan Marinović, Commissioner for information of public importance and personal data protection gives his opinion in interwiev for our magazine.

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What is the current situation when it comes to the protection of personal data in Serbia and what can be improved?

— I would say that the situation here is similar to other European countries, meaning that the same challenges/problems appear in practice before all institutions dealing with this right. The most characteristic is accelerated digitalization, increased new technologies use, rapid AI development, and other new age challenges. Besides the good sides that all of the above brings, it also leads to a greater threat to personal data protection. Bearing in mind that the wheel of civilization is unstoppably pushing forward in the described direction, it is up to us who deal with this right to constantly point out the new age dangers in terms of privacy and propose solutions to protect this human right. The fact that in 2021 we received 3,366 cases in this area - which is a significant increase compared to 2,952 cases received in 2020, shows that the situation is not yet at a satisfactory level. One of the reasons for that is the insufficient level of knowledge, both of those who process personal data and of the citizens whose data are processed. Hence, we will launch a series of activities: an initiative to make personal data protection a part of the curriculum in primary and secondary schools, education of citizens and personal data processors on the need to protect these data, and ways to achieve that protection, establishment of offices out-

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side Belgrade so that all citizens in Serbia have almost the same opportunities to protect their data and communicate with the Commissioner, as well as many other activities.

The law in this area has been applied for a bit over two years. Has it improved the exercise of rights and how is the implementation going?

— The Personal Data Protection

Law has undoubtedly improved the exercise of the right to personal data protection, which is expected for it is practically a compilation of the GDPR and the Police Directive used in EU member states. The law’s implementation, however, is not going well and due to the fact that it has left many open questions, e.g. insufficiently precise definition of the competent bodies that process special categories of person-

THE FACT THAT IN 2021 WE RECEIVED 3,366 CASES IN THIS AREA - WHICH IS A SIGNIFICANT INCREASE COMPARED TO 2,952 CASES RECEIVED IN 2020, SHOWS THAT THE SITUATION IS NOT YET AT A SATISFACTORY LEVEL

A new Strategy for Personal Data Protection is currently being drafted. What is expected and to what extent is it harmonized with similar documents in the EU? — Adoption of the Strategy is of crucial importance for better and more efficient realization of this right in Serbia. I expect that the implementation of the Strategy will lead to a more complete and harmonized normative framework and fuel raising the awareness of all social strata about this right's importance. One of the priorities of the Strategy is to amend the current Law and harmonize all laws dealing with personal data processing with it, providing unity of the legal system in this area.

What else can Serbia do regarding strengthening the Commissioner's institution and what do you think, is the situation improving or stagnating from year to year?

— In recent years, a lot has been done on this issue and the situation is constantly improving.

However, although the Commissioner, with the adoption of the new Personal Data Protection Law and then the Law on Amendments to the Law on Free Access to Information of Public Importance, has been given expanded powers, there is still a need for additional empowerment, through increasing the number of staff, and institution's spatial/technical equipping. This is a precondition for the Commissioner to be able to respond to all the challenges and demands posed by a significant expansion of his competence and to be able to protect the citizens' rights in the way that is expected of him.

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We Can Boast of Responsible Politics Sustainable management and environmental protection are key values that we nurture in Dijamant while being aware that by working together we can change society for the better

longer suitable for retail as food from large supermarket chains in Serbia, which are then sent to biogas plants for further processing.

VLADIMIR MILOVIĆ CEO of Dijamant and Oil Group Fortenova Grupa

e spoke with Vladimir Milović, CEO of Dijamant and Oil Group Fortenova Grupa, about the importance of environmental protection and in which way Dijamant, a food industry leader, generates 85% of the energy it uses in production from its own resources.

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How important is environmental protection for the future?

— Sustainable management and environmental protection are key values that we nurture in Dijamant while being aware that, by working together, we can change society for the better. We believe that, as a company with a long tradition, we have the role of initiator of ideas while being obligated to offer a solution and be a good example of socially responsible business. Our task is to assess and view all the activities that have a negative impact on the environment and to act preventively concerning them while developing public awareness of this topic's importance. Certainly, environ-

IN THE NEXT PERIOD, WE PLAN TO USE SOLAR PANELS TO REACH 100 PERCENT OF ENERGY CONSUMPTION FROM SUSTAINABLE SOURCES mental protection is becoming increasingly important for societies and companies, while the ways to more effectively contribute to environmental protection are becoming an integral part of their business strategy.

How does the Dijamant Company contribute to environmental protection?

— As both representatives and leaders in the food industry, product quality and, of course, safety are of primary importance to us, while we are also putting effort into keeping our production waste on premises so it can be used further. Raw materials, as a byproduct of our production process, become animal feed, fertilizers and biomass used in energy production. A source generated in this way is the basis for the implementation and adherence to the circular economy and sustainable development, which ends one cy-

cle and starts another. On the other hand, the issue of water and responsible behaviour towards this precious resource in Dijamant has been solved by having special and improved management systems in place, which ensure a better treatment of organic materials that end up in those waters. To reduce the release of pollutants into the environment as much as possible, we use a system of electrostatic precipitators for the purification of flue gas from powdery substances in boilers.

We are proud of the fact that we are implementing a responsible policy which we have been upholding in this segment because in addition to byproducts that are created from the regular work process, products that are given the waste status are also a valuable source of organic matter for energy generation. Dijamant withdraws its expired products and those that for any reason are no

How important is environmental protection for your brand image?

— Every modern company, that wants to be seen as socially responsible, must be the initiator of campaigns that change the environment. The topic of environmental protection is an important segment of market presence and provides added value to the consumer, the brand and the company itself. A responsible brand uses its strength, influence and position in society to point to and offer a solution through social engagement. Dijamant has a decades-long business tradition during which it has developed trusted brands, which gives us the credibility to open important topics in society. Today, consumers are more environmentally aware than ever before and want brands and companies that will stand out and with which they will connect and share common values.

What are Dijamant's plans regarding the implementation of the Green Agenda?

— We view the implementation of the Green Agenda as an opportunity for new investments that will improve the company's results in the environmental segment. In addition to continuous control of the entire production process, and adhering to the sustainable development policy, we are working on reducing the weight of our plastic packaging. Currently, Dijamant uses over 85% of the energy for production from its own resources by utilizing boilers that operate on sunflower husk, which is a byproduct of our work process. In the next period, we plan to use solar panels to reach 100 percent of energy consumption from sustainable sources. Of course, environmental protection and doing business in accordance with relevant environmental regulations are our company’s main priorities and our market presence.

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Information Security is Key to Business PULSEC's top engineers have a rather thankless task - to be one step ahead of potential new malware, which can result in not only the loss of money but also the damaged reputation of customers it entails, affects the flow and protection of data and makes it difficult to identify their misuse.

Therefore, we should bear in mind that solutions must be systemic, well-organized and integrated, to ultimately give results and that we must adapt to all these trends and circumstances.

MARKO MARTINOVIĆ Director of the PULSEC Company for the Belgrade area

he IT world is developing increasingly faster and with it a challenge related to information protection. Marko Martinović, Director of PULSEC for the Belgrade area, is in charge of the company's work organization and functioning, contracting and implementation of projects, as well as ensuring, together with the company's team, that the customers are safe and satisfied.

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Could you tell us more about the PULSEC Company and its mission and vision?

— PULSEC is a technology company specializing in the implementation and maintenance of advanced cybersecurity solutions, which can protect various businesses from any type of cyber attack. What sets our company apart from others who have the same service in their portfolio, is that we are the only company that closely specializes in security, which makes our expertise one-of-a-kind. We have been operating since 2018, and considering continuous and rapid changes in all segments of life, as well as specific needs and challenges that our customers face, we started this year under a new company name, with improved staff and

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strong business strategy to remain the No 1 partner of many companies regarding cybersecurity.

What kind of services that PULSEC provide to its clients?

— PULSEC's top engineers have a rather thankless task - to be one step ahead of potential new malware, which can result in not only the loss of money but also the damaged reputation of customers. That is why cybersecurity

ference between the rest of the IT world and cybersecurity is that we are not allowed omissions - therefore, we respond to many challenges with customized solutions, specially designed and made for a particular client and industry, all with the help of an experienced team of experts that possess unique skills.

How important is information security for a company's operations?

OUR MAIN ASSET IS THE MIX OF KNOW-HOW, EXPERTISE AND EXPERIENCE, AS WELL AS PARTNERSHIPS WITH THE LARGEST GLOBAL CYBERSECURITY COMPANIES does not only entail engineering but also consulting and education. Thus, in addition to developing, implementing and maintaining specific IT solutions and methodologies, we work to ensure that clients understand the dangers and most common threats to their business.

Our main asset is the mix of know-how, expertise and experience, as well as partnerships with the largest global cybersecurity companies. We approach everything with strong commitment, responsibility and expertise while creating quality solutions and always listening to the specific needs of our clients. The dif-

— Information security is key to business. For instance, almost all companies store data about their business on certain servers, and unfortunately, we are witnessing that numerous attempts to break into those servers occur daily. While being mindful that every omission can mean big losses for our client's business, our job is to thwart and prevent such attempts.

Furthermore, we have been witnessing a shortage of IT staff, and on the other hand, the growing process of digitalization and process automation, as well as the development of cloud services. At the same time, remote work due to the pandemic, and everything

What are your company's plans for 2022?

— For us, the year started dynamically. As we are always ready for timely response and prevention of cyberattacks, and we continuously and committedly listen to the pulse of the modern business environment and market, thus we came up with a new idea, visual identity and name – PULSEC. With an even stronger focus on quality, we are continuing to implement good practice while monitoring changes in organizational, systemic, legal and educational activities of corporations and protecting their business.

The fact remains that the list of clients who work with us has been growing every day, which means that they recognize the importance of cyber protection. Thus, to implement everything in the best possible way, our priority is to develop internally and invest in our people. At the junior academy we founded, we nurture the tradition of training all our cybersecurity engineers to become top experts who will help us to remain leaders in this segment.

While monitoring the internal development, we also plan to open offices in the region, bearing in mind that the Western Balkans is full of potential and that we, as a company, can certainly contribute to the development of this segment and related solutions. In addition to numerous new projects, I would like to point out that we are working on creating a single system, which will enable all clients for engineers to have 24/7 monitoring and analyzing their systems and network, in order to solve potential problems in real-time.

You can find out more about our current projects and solutions, as well as the company's team at www.pulsec.com

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INTERVIEW

by Maja Popović

A CONTINUOUS GROWTH OF REGISTERED EMPLOYMENT

Work health and safety has been and will remain one of the priorities of our Ministry DARIJA KISIĆ TEPAVČEVIĆ Minister of Labour, Employment, Veteran and Social Affairs

n her interview for Diplomacy&Commerce magazine, Serbian Minister of Labour, Employment, Veteran and Social Affairs, Darija Kisić Tepavčević, talks about the pandemic’s impact on the labour market, work health and safety and the position of women in Serbia.

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How did the pandemic affect labour relations and rights?

— During the two years of the pandemic, our state fought hard to repair the consequences caused by the COVID-19 pandemic, which are not unique to our country. One of our main goals since the onset of the pandemic was to preserve the lives of our citizens, but also to find solutions that will enable the smooth functioning of the health, economic and financial system.

In terms of the work process, we dealt with all the challenges that the pandemic brought with it, with remote work being one of the novelties.

Remote work, as one of the preventive measures implemented during the pandemic, has proven to be quite effective. We have developed a Guide to Safe and Healthy Remote Work, which has helped both employers and employees to create safe and healthy working conditions and has resolved certain concerns regarding the obligations and responsibilities of employers, as well as the rights and obligations of employees.

In order to prevent layoffs as a result of interruption or reduction of workload, the Labour Law allowed

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In the coming period, we expect to see further improvement of the situation in the labour market, employment growth and lower unemployment

employers to send employees on paid leave for up to 45 working days in one calendar year, and if necessary longer than 45 days. This legal possibility has contributed to the preservation of existing jobs due to the temporary suspension of work in certain business sectors, especially in the catering industry, during the pandemic.

We also extended annual leave days for employees. At the initiative of the Serbian Trade Union of Health and Social Welfare Workers, which they submitted to us in January 2022, the Ministry prepared a draft decree recommending that employers allow employees who did not use their annual leave in 2021 due to the nature of their job in the emergency services and the COVID-19 pandemic, or due to temporary incapacity for work because of suffering from COVID-19-related illness or due to the need to self-isolate in accordance the law, to use those annual leave days in 2022.

Most importantly, the disbursements related to the workers' rights during the pandemic went smoothly and we were not late with any of them.

The results we have achieved are very significant, as evidenced by the many new factories open in Serbia and new jobs created. We can be proud of the fact that in 2021, over 200,000 people from the National Employment Service records got a job, which is a 7.2 percent increase compared to the previous year. Even some more developed countries cannot boast of such a result.

Did the Ministry step up the inspection of work health and safety?

— Of course, we did. Work health and safety has been and will remain one of the priorities of our Ministry. For these reasons, in 2021, the Ministry was focused on improving the staff capacity and equipment of the Labour Inspectorate. I can proudly say that our inspectors have achieved significant results in the previous period, despite the difficult working conditions caused by the COVID-19 pandemic.

We have advertised 13 labour inspector vacancies, and in the upcoming period, we intend to boost our human resources by hiring additional 44 labour inspectors. Last year, we procured the necessary technical equipment - scanners and computers – for their work. We are currently in the process of buying vehicles, which are a required work tool for our labour inspectors and a prerequisite for efficient inspections.

The Labor Inspectorate will primarily focus on reducing the number of injuries at work and preventing the spread of the COVID-19 virus, by conducting inspections ex officio and making more emergency inspections, especially in high-risk activities like construction and industry, throughout the Republic of Serbia.

In 2021, labour inspectors performed 63,670 inspections related to labour relations and work health and safety, of which 32,920 inspections are carried out in the work health and safety segment. In 2021, the Labour

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Inspectorate issued 4,154 writs related to occupational health and safety, as well as issued 9,825 measures to eliminate the identified shortcomings and 492 writs banning work on-premises. Due to the established illegalities, the Labour Inspection submitted 1,442 requests for initiating infringement proceedings regarding work health and safety.

They made a special contribution in terms of inspection related to combating the spread of the COVID-19 virus, which were carried out in conjunction with other inspections. Since October 23, 2020, when the Working Group for Coordination of State Inspections began working on controlling the anti-COVID-19 measures, the Labour Inspection has performed 20,974 joint and coordinated inspections with other state inspections and inspections from local self-governments and other state authorities, in order to supervise the implementation of anti-epidemic measures.

What is your view on work health and safety during the pandemic?

— More efficient work and an increased number of inspections in 2021 resulted in the more consistent implementation of prescribed work health and safety measures. Also, in the previous period, we were committed to improving the legal framework related to work health and safety and drafted the Law on Work Health and Safety. I am confident that the new legal solutions will create conditions for a safer and healthier working environment, facilitate more productive work, encourage economic growth and employment and improve the functioning of the labour market, all of which will positively affect the economy.

lated by the National Employment Service indicate a continuous decrease in registered unemployment.

On the last day of 2021, there were 477,564 people on the unemployment register, which is 3,638 fewer than in the previous month, while compared to the same period last year, the number of unemployed decreased by 13,783.

The state has allocated 6.5 billion dinars towards the implementation of active employment policy measures in 2022, in accordance with the Republic of Serbia's Employment Strategy for the period from 2021 to 2026. Also, thanks to additional education and training programmes, subsidies for employment in public works will cover 20,165 employees (of which 2,285 are persons with disabilities).

In the coming period, we expect to see further improvement in the situation in the labour market, employment growth and lower unemployment. According to the projections published by the European Commission in the autumn of 2021, Serbia is expected to gradually reduce the unemployment rate to 9.2% in 2023.

What is the position of women in the labour market and does female entrepreneurship have a good future in our region?

— Female entrepreneurship is a very important topic, especially from the aspect of improving the

position of women in the labour market, which is our strategic commitment. In the past five years, the position of women in the labour market has improved. Although some progress is visible and significant processes have been set in motion, the relevant data show that women are still at a disadvantage in the labour market, i.e. that they continue to face the challenge of constantly trying to prove they are equally important actors in all segments of social, economic and political life.

The Republic of Serbia's Employment Strategy for the period from 2021 to 2026 recognizes women as a vulnerable group in the labour market and as beneficiaries of additional, intensive and integrated support, to adequately prepare them for efficient entry into the labour market and facilitate their sustainable economic empowerment.

We also expect a lot from the new Law on Social Entrepreneurship.

The Ministry of Labour, Employment, Veteran and Social Affairs has recognized the importance of the social entrepreneurship sector and its role in the socio-economic empowerment of socially vulnerable groups, including women. For the first time in the Republic of Serbia, the Law on Social Entrepreneurship will legally regulate this area and encourage women to be socio-economically empowered through an innovative approach. 

The results we have achieved are very significant, as evidenced by the many new factories open in Serbia and new jobs created

What is the current situation in the Serbian labour market and what are the projections for the next period?

— The labour market in the Republic of Serbia has managed to maintain stability, with the current unemployment rate standing at 10.5 percent. The presented year-onyear fluctuations of indicators show that the labour market is recovering, as the indicators are returning to the pre-pandemic level.

There is a continuous growth of registered employment. In the third quarter of 2021, Serbia had a total of 2,287,459 employees, which is an increase of 62,617 persons, or 2.8%, compared to the third quarter of 2020. At the same time, data col-

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WE, IN OTP BANKA, LIVE

BY INNOVATION AND BELIEVE IN CHANGE

Number one creditor of the corporate and retail in Serbia, and a leader in the market of factoring, leasing and e-commerce services SAŠA ŠKUNDRIĆ Human Resources Directorate director OTP banka Srbija

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uman Resources Directorate director OTP banka Srbija, Saša Škundrić, talks about how bank is coping with the pandemic-related challenges in the HR sector.

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What have been the biggest changes that the pandemic has caused in the HR sector?

— Certainly, the biggest change is the transition to hybrid work, but I think it is equally important that the aspect of developing the ability of employees to overcome many challenges and to come out stronger (resilience) has come to the fore. Caring for the mental health of employees is becoming the standard for every company that wants to be a role model as an employer, which OTP banka Srbija certainly is.

Could you tell us about the resilience and wellbeing activities you have carried out?

— At the very onset of the pandemic, we launched the campaign called ‘The hygiene of the Soul’ together with a renowned psychiatrist, where through thematic videos we informed our employees about tools and techniques they can use to maintain stability and mental health, prevent and amortize crises and strike a balance between work and life obligations. We also had several other useful activities while maintaining regular and timely internal communication.

What are the positive and negative aspects of the hybrid work model from the employee's point of view?

— We have asked this our employees. As the main advantages, they pointed out that this way of working is more economical for them, that they can easily organize themselves and strike a better balance between work and life and their obligations. The neg-

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ative aspects that our colleagues mentioned are the risk of alienation from colleagues and clients and a blurred line between work and private time during the day.

What are the main challenges for HR in this new reality, especially for your bank?

— The pandemic has only expedited certain processes and trends of digitalization and reliance on BI and AI solutions. As the largest creditor of the corporate sector and the Serbian population and a leader in many aspects of business, we are always focusing on the future. We want to be leaders not only in lending and market share but also in creating new and innovative solutions and services to provide our customers with the best possible experience. In achieving this goal, our values lead us to live by innovations and believe in change in our bank, as well as to create solutions that make the lives of those around us better and easier. That is why we are developing the concept of the employee life cycle in order to continuously monitor and improve the experience of our employees, but also to ensure that we demonstrate our company values equally to customers and within our company, among employees.

What innovative solutions you have been using to adapt to the changes and new demands of new generations of employees?

— The concept under which we create solutions is the implementation of digital culture. This is the source of numerous solutions and programmes in OTP banka Srbija that aim to support employees in upholding the company’s values. We use a digital platform to recruit new employees and a digital platform to introduce new colleagues through mentoring. We have developed a digital concept of learning and training. We have our development programme called

DARe, where the talent, via our digital platform, independently choose the dynamics, place and time for learning, thus further developing their competencies of the future digital, agile and resilience. Also, through the HR digital self-service model, we have a set of information and document available to our colleagues can use without having to contact any of the bank’s service departments. Furthermore, we have launched an innovative programme where our colleagues are invited to give suggestions related to innovative solutions. The selected solutions are then implemented and the colleagues who gave the best proposals are rewarded. In this way, we are conveying to our employees that each of us has a role and can contribute to the company’s development, both through the implementation and development of new solutions.

What approach and philosophy should a company adopt to be a leader in its business segment?

— A company that wants to be a leader must constantly evolve and grow, and this development and growth must rest on the development and growth of its people. We are leaders who have developed a culture and environment in which employees are constantly evolving and are ready not only to follow but also to instigate changes and create innovative solutions, all in collaboration with other colleagues and partners so that we can provide our clients with the best service and experience. I would like to mention here a pilot project that we have recently launched aimed at further developing our business through digital solutions and agile methodology. Thanks to this project, we will empower some employees with new competencies, and obtain certain competencies by hiring new team members from the job market. 

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INTERVIEW

by Tanja Banković

GREAT CHALLENGES LIE AHEAD OF THE HR SECTOR

The flexible forms of work should be considered from the aspect of potential challenges arising from adjusting employees to their new reality IVANA DAMNJANOVIĆ TRIFUNOVIĆ Human Resources Director at CCIS

n an interview for Diplomacy&Commerce magazine, Human Resources Director at the Chamber of Commerce and Industry of Serbia (CCIS), Ivana Damnjanović Trifunović, speaks about the effects of the COVID-19 pandemic on the global labour market, the most affected industries and challenges ahead.

People working in the education sector may serve as an example, as well as people working in the service sector, such as IT, communications and e-commerce. Measuring the work productivity of employees working from home should not be different from people working on company premises. The well-oiled teams who work from home can also be equally productive. Productivity should be measured by the work results based on measurable indicators, and not according to the time employees have spent online.

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How has the pandemic affected work productivity and quality?

— The outbreak of the COVID-19 pandemic has caused global health, social and economic crises. It has, inter alia, resulted in disruptions in the functioning of the labour market, has impacted not only the level of employment but has also led to changes in terms of how work is organized.

In order to protect the health of their employees, companies have implemented certain changes by sending their employees to work from home, on paid leave, shortening the working hours and the like. Working from home has certain benefits in terms of flexibility in the organization of work, working time, as well as behaviour and dress code. Furthermore, there is a higher level of freedom in interpersonal communication. There are also challenges associated with remote work. Firstly, work and private time overlap and people do their work in the presence of other family members who sometimes distract them. As for the employed women, working from home very often entails taking care of children, as well as the increased volume of chores.

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Working from home has inevitably resulted in the increased volume of work in some professions, as well as the qualitative changes in the work methods

How do you see the future in terms of workplaces, and will remote work continue?

— In the context of the COVID-19 pandemic, working from home is quite important, because as such it provides a high level of flexibility and is a good precautionary measure to prevent the spread of the virus. Given that the pandemic is not over yet, despite all the implemented measures, it is obvious that this form of work will continue in practice. Irrespective of the pandemic, the development of science, information technology, economic challenges, as well as the need for companies to make significant business decisions in a short period of time create increasingly flexible forms of work and employment such as working from home, remote work, and the like. Whether and how much working from home will be profitable in the future depends on many factors. In the first place, its application depends on the structure and type of

work. Working from home is not a viable option for the largest number of employees in the sectors such as production, public utilities, agriculture, healthcare and construction. Additionally, working from home is mainly reserved for highly educated workers and far less for those people with lower education levels. The introduction of remote work as a dominant form of engagement requires big changes in terms of business processes and significant human and material resources.

I believe that when deciding to allow remote work, companies will primarily be guided by financial motives and will take into account the satisfaction of their employees as an important factor affecting productivity.

How has remote work affected employment?

— The COVID-19 pandemic has affected the global labour market, which has resulted in a drop in the production of many sectors. Numerous companies were forced to stop their production processes and temporarily lay off their employees or resort to working in shifts with a reduced number of employees. In the long run, this has led to the reduction of the number of employees in the aforementioned sectors. On the other hand, where possible, companies changed their usual work forms and resorted to working from home, remote work, and the like. Working from home is dominant in the sectors of education, information, communication, scientific and technical ac-

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tivities. The employment rate has mostly remained at the same level in these sectors. Remote work has a positive effect on labour migration.

During the pandemic, many people have returned to their homeland from abroad, or they have migrated from big cities to smaller places. The phenomenon of labour migration has social and economic importance, particularly in the countries facing the brain drain.

Furthermore, remote work provides persons with disabilities easier access to the open labour market.

Although there are certain limitations to this form of work, this remains a dominant form of work among highly educated workers that have developed digital skills.

As such, it is unavailable and inapplicable for those workers with a lower education level who mainly belong to risky groups and vulnerable population categories who are at high risk of poverty, because of not being able to get a job. In order to avoid more serious polarization in the labour market, it is necessary to invest in additional training programmes to ensure that people from socially vulnerable groups, who are seeking employment, are given the opportunity to work from home.

Given that many sectors, such as tourism, hospitality, and transport, have almost been devastated by the pandemic, how has it affected the labour market?

— Due to the outbreak of the COVID-19 pandemic, the global economies have closed down to tackle the spread of the virus and protect the population, which has resulted in serious disruptions in certain industries, particularly in the service sector. Our country has implemented a set of measures to support the economy during the COVID-19 pandemic. This support has been granted in the forms of subsidies, tax benefits, subsidized interest rates for loans, deferred payment of payroll tax and contributions, subsidies for salaries for companies to avoid layoffs during the pandemic, as well as guarantees for loans under more favourable terms than the current market ones, short-term export insurance, and covering some of the fixed costs.

conditions, thus redirecting many employees to work from home. Remote work was used in almost all sectors where the structure and type of operations allowed it. However, people employed in healthcare, production, retail, agriculture, construction and public utilities, could not perform their work remotely. The workers who had to physically show up to work and were in direct communication with others were highly exposed to and at risk of being infected. Except for symbolic financial incentives, the living standard of these workers has not improved at all. On the contrary, it seems that the pandemic has further deepened the current social inequalities. This fragmentation and individualization of the workforce have led to new gaps in the labour market between those who work from home and those who cannot.

What should the HR sector take into account most in the upcoming period?

— Great challenges lie ahead of the HR sector. Given that the pandemic is still going on, our priority is to organize business processes in such a way as to provide the maximum level of health protection of employees while these business processes are smoothly carried out. The introduction of flexible forms of work has given results and raised many questions such as the issue of the formal

and legal stipulation of these relations, reimbursement of employee expenses and, occupational health and safety. It seems that due to the flexible forms of work, the employment status of employees has become “flexible”, which is an additional source of their frustration.

Also, there is the question of the operational organization of work, productivity and employee efficiency, as well as the evaluation methods of such work. In the post-COVID period, a certain number of employees will experience post-COVID symptoms like the prolongation of their absence from work or substantial reduction of their work efficiency and performance.

The flexible forms of work should be considered from the aspect of potential challenges arising from employees adjusting to their new reality. In addition to the benefits, the flexible forms of work also have certain disadvantages. Professional isolation has impacted the mental health of a certain number of employees. They complain of disruptions in their everyday life, loneliness, sleeping problems, depression, anxiety caused due to uncertainty of their job in the future and the anger they express towards their housemates. Many of them lack contact with other people. It is quite certain that mental hygiene is today a more important HR topic than ever before. 

To a large extent, the pandemic has changed work methods and conditions, thus redirecting many employees to work from home

How has the entire situation affected employees whose nature of work requires them to go to work and be in direct contact with people?

— To a large extent, the pandemic has changed work methods and

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WE HAVE LEARNED THAT DIFFERENT SOLUTIONS ARE POSSIBLE

Over the past two years, the circumstances have certainly had a significant impact on the mode of work in nearly all industries MARIJA KOSANOVIĆ Human Resources Manager, Gebrüder Weiss d.o.o.

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Have your employees at Gebrüder Weiss returned to their workplaces, and which challenges have you encountered in this process? If not, why not? What are the advantages of remote work?

— The majority of our employees have returned to their workplaces, as I previously mentioned, primarily due to the nature of our work. We still encounter situations where work from home is possible for certain positions and in cases requiring such type of work. From this perspective, we can safely say that returning to work has brought no new challenges.

It was far more challenging to create conditions for remote work, but that was something we dealt with at the beginning of this pandemic.

hat kind of solutions Marija Kosanović, HR Manager Gebrüder Weiss d.o.o. have found during the pandemic, you can learn in her interview for magazine Diplomacy&Commerce.

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After nearly two years of pandemic and change in working conditions, what conclusions have you reached about work from home?

— Given that we are a company engaging in logistics and transport and that the nature of our work requires human presence (warehouse, forwarding, etc.), work from home was a novelty for us and somewhat of a challenge. Since transparency and equal treatment of employees are something we pay special attention to, we were on a quest to find a model that would protect the health of our employees but at the same time have no influence on our business processes. We concluded that the optimal solution was to have some of the employees at work and some working from home at all times, depending on the sector, nature of their work and the possibility to organize remote work. We also introduced hybrid models of teamwork and division of work, given that certain processes require presence only in some parts, while other activities may be safely executed from home. The results we achieved over the past two years, combined with the preservation of health and satisfaction of our employees, indicate that we have succeeded.

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We use the available digital solutions and the myOC platform for employee learning and development to the largest extent possible

Are you of the opinion that the circumstances have forever changed the mode of work, and are there things that will never return to how they used to be?

— Over the past two years, the circumstances have certainly had a significant impact on the mode of work in nearly all industries. We have learned that different solutions are possible; work from home is no longer seen as a benefit but a normal circumstance. Flexibility at work and process creation, accelerated digitalization, focus on finding quicker and easier-to-achieve solutions, complete adjustment to the clients' requirements, with particular emphasis on the employees' health. Furthermore, the pandemic has brought logistics and transport to a segment of specific importance. Availability of the goods, the openness of borders, home deliveries to satisfy the needs of both commerce and individuals have quickly introduced us as a company to the process of digitalization through the creation of simple and useful tools.

For example, we are distinguished by

our myGW portal, successfully implemented in 2021, which allows our clients to easily communicate, track the consignment from the starting point all the way to the final delivery while combining all the required documents in one place - this is a crucial benefit that makes the work of our employees much more straightforward.

How have the changed work conditions affected the processes in the HR sector?

— HR sector found itself in the spotlight at the beginning of the pandemic, and I would have to say that the lights are still on. Indeed, the biggest focus was on keeping track of the regulations and guidelines. Still, it was also essential to adjust our mode of work, in particular when it comes to recruitment and onboarding of employees. The labor market has undergone significant changes over the past few years. The candidates are willing to explore more, to carefully select the employers, while a positive experience of a candidate in the selection process directly affects the desirability of the employer in the market. Our reaction was quick - we have adjusted and shortened the selection process, introduced online interviews - now it takes not more than a week from the first interview to final feedback. Furthermore, when it comes to onboarding, we use the available digital solutions and the myOC platform for employee learning and development to the largest extent possible.

The platform hosts various presentations, video materials, and interactive content designed to introduce new employees to our values, work mode, and business model. Furthermore, there are also training sessions for programs and tools we use, from the basic ones, like e-mail, portal, Office suite, to specific programs explicitly developed for Gebrüder Weiss. 

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LIDL SERBIA IS „TOP EMPLOYER“ FOR THE SECOND TIME Companies that are certified as best employers are those that put the wellbeing and development of employees in the focus of their business activities

he prestigious Top Employers Institute, with a tradition of 30 years in the field of human resources, awarded Lidl Serbia with the „Top Employer Serbia“ certificate for 2022. As an institute that rewards the world's best employers, Top Employers Institute has recognized Lidl as the most desirable employer in 24 other countries as well, so Lidl Serbia is also the holder of „Top Employer Europe“ certificate.

Executive Director of the Human Resources Department at Lidl Serbia, Ivana Markovic, pointed out that for this company, creating an attractive work environment means providing opportunities for all employees to develop in accordance with their potential, but also to achieve the desired balance between work and personal life. „We are aware that employees are the bearers of our success in all fields.

Active care for their professional development and satisfaction is what brings us, for the second time in a row, to the very top of this prestigious list. One of the key points this year, besides permanent growth of our team and employment of a large number of new colleagues in our new Logistics Center in Lapovo, will be the development of employee competencies", said Markovic.

Companies that are certified as best employers are those that put the well-being and development of employees in the focus of their business activities, while providing them with a safe and fair working environment.

Top Employers Institute assesses the

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practices of companies based on the answers received through a questionnaire containing more than 350 questions associated with all processes related to human resource management, in addition to which it is mandatory to provide evidence of their implementation. A detailed analysis of all processes related to human resource management is divided into areas such as work environment, employee relations, leadership, ethics, employer brand promotion and employee development. „Given the challenging year, which, like the previous one, affected the business of companies around the world, Lidl Serbia shows that the application of good practices in the field of human resources is a priority. They continue to face all the challenges brought on by changes we are surrounded by every day, working tirelessly to positively impact

the lives of their employees. We are pleased to support and promote organizations that are certified as the best employers in their countries", said Executive Director Top Employers Institute David Plink.

Creating an attractive work environment means providing opportunities for all employees to develop in accordance with their potential

ABOUT TOP EMPLOYERS INSTITUTE Top Employers Institute is a global certification institution for companies that provide their employees with excellent working conditions.

The certification program allows companies to evaluate and improve existing practices as well as working conditions. Founded 30 years ago, Top Employers Institute this year recognized over 1,857 top employers in 123 countries / regions on five continents. Together, these certified best employers have a positive impact on the lives of more than 8,000,000 employees worldwide. 

LIDL SERBIA INCREASES SALARIES FOR EMPLOYEES The modern retail chain Lidl Serbia announces that from the new business year, which in Lidl starts on the 1st of March, it will increase the salaries of employees on all levels. For employees in the position of salesman in 57 Lidl stores throughout Serbia, this means a salary increase of about 10%.

Since the arrival of Lidl in Serbia, employees of this company have had competitive working conditions, and the mentioned increases are coming regardless of the recent change in the minimum wage in Serbia. In addition, Lidl Serbia is a retail chain characteristic for the practice that it guarantees employees in operational positions in Sales and Logistics an annual salary increase for the period of up to four years in a given position.

Lidl Serbia provides its employees with additional benefits, such as private health insurance with yearly routine medical check-ups and suitable benefits on important dates (gifts for school-age children, gifts for children for the New Year, gift cards for shopping at Lidl on New Year's holidays, etc.). Benefits and all other conditions that Lidl Serbia provides to its employees make it one of the most desirable employers in Serbia.

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We Now Have the First International HR Standard TMS is the exclusive holder of the license for a highly advanced HR concept, which exists only in very few far more advanced markets

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BOŠKO GAVOVIĆ CEO of TMS CEE d.o.o.

n an interview for Diplomacy&Commerce magazine, Boško Gavović, CEO of TMS CEE d.o.o., talks about human resource management and international standards and certifications, as well as the most important novelties from TMS.

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What role does HR play in standards and management systems today?

— Today, we have the most comprehensive requirements for human resources even in the most basic management system standards like the ISO 9001. An organization itself determines and should ensure the proper competencies, awareness, and communication with and between the employees. That may sound easy to do but the most advanced HR tools, techniques and practices should be in place to ensure effective and efficient processes.

We now have the first international HR standard – the ISO 30414:2018/Human Resource Management — Guidelines for internal and external human capital reporting. This standard covers most of the relevant HR areas, like compliance and ethics, costs, diversity, leadership, organizational culture, organizational health, safety and well-being, productivity, recruitment, mobility and turnover, skills and capabilities, succession planning and workforce availability.

Even the most successful organizations can have an issue with the robustness, sustainability, and durability of their good results. Great results, that took a year to accomplish, can be compromised very next year due to the high layoff rate, staff turnover, disloyalty, or any other HR issue, which are considered the most sensitive issues in any company.

In today's competitive econo-

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IN TODAY'S COMPETITIVE ECONOMY, EMPLOYEES ARE MORE MOVABLE THAN EVER. THE BATTLE FOR TALENT IS ONGOING my, employees are more movable than ever. The battle for talent is ongoing. During the pandemic, the HR world got only more complex, with the limitations regarding travel, physical contacts and meetings in place, sometimes mandatory remote work and many other issues.

How can TMS help organizations deal with HR issues in the best possible way?

— TMS is the exclusive holder of

the license for a highly advanced HR concept, which exists only in very few far more advanced markets. I am talking about the wellknown Family Friendly Enterprise (FFE) certification model, which enables the organization to implement adequate measures for Work-Life Balance (WLB) of all employees.

In addition to 20 big organizations which already implemented this model, like A1, Telekom Srbija, Generali Osiguranje, Roam-

ing, Tehnomanija, Mercator S and Apatinska Pivara, to mention just a few, there is growing interest from smaller organizations (10-50 employees) too. This proves that the FFE is one of the best tools for retaining valuable employees and creating a great working atmosphere.

Also, TMS is one of only 6 certification bodies worldwide that has the GSES (Global Sustainability Enterprise System) certification, which also covers corporate governance HR issues, GRI and the social responsibility of the organizations (https://gses-system. com/strategic-partners/ ).

There can be a lot of HR issues within the Corporate Security System (CS). People are sometimes a weaker link than the technology for the security of the organizations. TMS performs a whole range of CS services – from audits and GAP analysis to studies and training sessions, and helps organizations to prevent losses caused by weak security. The University of Belgrade’s Faculty for Security, a renowned state security educational organization, is our partner in providing these services.

Of course, TMS provides other, more common CSR and HR certification platforms to its clients, making them more valuable and efficient on the market.

D&C has been reporting about TMS for quite some time now.

Are there any novelties in the company that you would like to share with us?

— TMS celebrated its 20th anniversary last year and has forged a new strategic partnership with TÜV Nord Group, the organization which operates in over 100 countries. This partnership will ensure that our clients have access to an even broader portfolio of certification and inspection services.

That is a good way to mark the jubilee year during the company also recorded the best business results ever.

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INTERVIEW

by Maja Popović

Media in Different Corners of the World As much as Britain is in a contrast to Serbia, so much is the Middle East in a contrast to everything else you can imagine In terms of the British media scene, it seems to me that it can be quite brutal towards the authorities, the opposition and public figures in general. We definitely cannot compare media freedom in Britain and Serbia, because there everything that is in the public’s interest is broadcasted. Journalists are not afraid to do their job as they should, regardless of their personal position or the position of their editors. I was there just when they were facing great challenges like Brexit and terrorist attacks, and I saw the responsible attitude that the media representatives had towards their work.

IGOR BESERMENJI N1 TV journalist

e hosted a television show for the first time in his teenage years, which gave him the opportunity to later get his first job as a journalist on the Panonija TV, right at the beginning of his political science studies. A scholarship from the British Government took him to the centre of England for postgraduate studies which translated into one of the most beautiful experiences for him. As he was itching to travel and at the same time have financial security, he moved to Qatar, where he worked as a flight attendant for three years. He returned to his homeland at the onset of the pandemic that "stopped the world". Today, Igor Besermenji works as a journalist for the N1 TV station, which, as he says, is one of the most professional media outlets in Serbia.

After staying in various countries and going from destination to destination, in his interview for Diplomacy&Commerce, Igor Besermenji talks about the Serbian and global media scene.

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You have been a news anchor, hosted morning programmes and political shows and conducted interviews with more than a hundred people from all walks of life. What was the situation in the media like in 2009 when you started working for the Panonija TV? — My position was quite different back then because I worked for a local media outlet, the Panonija TV, which soon gave me the opportunity to cover the topics that interested me the most at the tender age of 19, namely society and politics. However, the local media in Serbia have had a rather unfortunate destiny and I have witnessed the disintegration of one of them. The lack of understanding on the state’s part, but also from ordinary people, about the

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WE DEFINITELY CANNOT COMPARE MEDIA FREEDOM IN BRITAIN AND SERBIA, BECAUSE EVERYTHING THAT IS IN THE PUBLIC’S INTEREST IS BROADCASTED. JOURNALISTS ARE NOT AFRAID TO DO THEIR JOB AS THEY SHOULD importance local media that comprehensively cover local topics, has made me realize that we, as citizens of Serbia, do not understand what democracy actually means. Civic consciousness was then and still is at a low level. People are directed by their inertia.

However, there was much more freedom then than today. While doing the show ‘Bez Cenzure’ (‘Uncensored’), we interviewed people in power and the opposition, both on my own and my editor’s initiative. I remember on the eve of the Serbian Progressive Party coming to power in 2012, they got a lot of airtime in our programme, as did the Democratic Party. At that time, you couldn’t tell which political option a me-

dia outlet was favouring, unlike today when everything is polarized, and you know exactly which TV channel to switch to if you want to hear from a certain political option.

You stayed in England for a year, studying for your master's degree. What was that experience like and what was the situation in their local media back then?

— In England, I first learned about a different way that the education system operates which encourages your creativity, the ability to think for yourself and gives you the courage to present your ideas to others. I liked that the most in Britain, i.e. a kind of freedom that was completely new to me.

Staying in Qatar has given you a better insight into the Middle Eastern media scene. How would you rate it?

— As much as Britain is in a contrast to Serbia, so much is the Middle East in a contrast to everything else you can imagine.

There are several newspapers in Qatar in the Arabic and English language which mainly report on topics related to society, economy and business. Qatar has experienced fantastic economic and business growth in the last two decades and is considered one of the very economically prosperous countries. Therefore, it is only logical that the media mostly cover topics that best present the country to the domestic and foreign public, especially considering that Qatar is preparing for the 2022 World Cup and expects a large influx of tourists.

North America is the only inhabited continent you have not set foot on yet. Out of the many destinations you have visited in other parts of the world, which have left the strongest impression on you?

— I applied for a job at Qatar Airways in September, and got the job in October, soon heading to the other side of the world. Quite surprisingly and unprepared, I was given the opportunity to work

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rience, I feel free and my self-confidence has grown.

Now I see myself as someone who could create an atmosphere in which I would live halfway between Serbia and the rest of the world. The freedom to be able to travel and return at any time is very important to me.

IF IT WEREN’T FOR N1, I DON’T BELIEVE I WOULD RETURN TO MEDIA. NOW I HAVE THE OPPORTUNITY TO WORK IN WHAT IS PROBABLY THE MOST PROFESSIONAL ENVIRONMENT IN SERBIA

After a few-year-long break, you are back in the media. How did you decide on that?

— In fact, I had no break because I continued to write articles for Danas daily and the Autonomija website, while working as a flight attendant. I have also launched my podcast and have had different interlocutors. My passion for journalism has survived despite the years I spent outside of Serbia doing various other jobs. Probably because of that I was lucky to get a job at N1.

In my opinion, the overall situation in which the Serbian media find themselves today is quite gloomy, and I sometimes wonder how colleagues from other media manage to survive in such collectives. I have matured, grew up and realized that I should not judge anyone, because everyone has their own motives and reasons why they go through certain situations in life and have to tolerate the environment in which they work. However, if it weren’t for N1, I don’t believe I would return to media. Now I have the opportunity to work in what is probably the most professional environment in Serbia.

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What motivated you to return to Serbia?

— I came back because of the situation with COVID. I planned to stay for a few more years, but as you know, the pandemic hit the aviation industry quite hard. The industry still hasn’t recovered and probably won't for a few more years. Today, the situation in aviation is quite different, as the crew is forbidden to leave hotels in destinations, so a significant part of the beauty of that job is lost as

you no longer have freedom of movement.

That job meant a lot to me, I made a lot of contacts. I consider myself wealthy because I am confident that that I can go anywhere in life and I will manage just fine, find a job and have friends nearby.

After Qatar and that kind of expe-

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on the Airbus 380, the largest commercial aircraft in the world, and I flew mostly to Asia, Africa, Australia and Europe.

I think I could live in Sydney if it wasn’t so far away. The city is very cut off from the world to be an option for me. In general, I really like Southeast Asia, Thailand, the Philippines, Indonesia and Australia, as well as some African countries like Namibia. I enjoyed my time spent there. However, since we are Europeans, European destinations are important. I found Spain and Malta to be the most fun. Brazil was perhaps my most exotic experience, and we had the longest break there. Each country is special in itself.

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INTERVIEW

Philanthropy Contributes to a Better World The number of nominations increases every year, which shows us that the VIRTUS Award has gained a significant reputation in society MARIJA MITROVIĆ Philanthropy and Partnerships Director at the Trag Foundation

or fifteen years now, we have been seeking philanthropists who, with their altruistic deeds, helped people in need and thus contributed to solving problems of the communities in which they live and work. Our goal is to support and highlight philanthropists and inspire others to initiate similar philanthropic activities in the future. Experience so far also shows that philanthropy plays a significant role in pointing out problems and raising awareness so that they can be solved systematically", said Marija Mitrović, Philanthropy and Partnerships Director at the Trag Foundation, which, this year, will give away the VIRTUS Award for Philanthropy for the fifteenth time.

This year you are marking an important jubilee – the 15th anniversary of the VIRTUS Award for Philanthropy. Have you achieved the main goal been?

— We are very proud that the VIRTUS Award for Philanthropy has been recognized as a prestigious acknowledgement for all the good people and the business sector representatives. In that way, one humane idea grew into a tradition. The number of nominations increases every year, which shows us that the VIRTUS Award has gained a significant reputation in society. The importance of this award has been recognized and supported by a large number of international organizations, including the European Union, USAID and the Balkan Trust for Democracy. We want to believe that the VIRTUS Award has also contributed to the philanthropy development in Serbia and the creation of a better world for us all.

How does philanthropy contribute to societal development?

— The greatest importance of

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Photo: Nemanja Knezević

"F

THE CALL FOR NOMINATIONS FOR THE VIRTUS AWARD WAS LAUNCHED ON JANUARY 13 AND WILL LAST UNTIL FEBRUARY 10, 2022 philanthropy lies in helping vulnerable individuals and groups - those who are most in need. At the same time, representatives of the private sector strongly believe that significant progress can be made through socially responsible business activities in the field of, for example, ecology or public health - topics of the public interest. In addition to this, philanthropy has an important role in pointing out problems in the communities and raising their visibility, so that they can be addressed systematically. However, looking at the bigger picture, philanthropy is predominantly perceived as a kind of a corrective mechanism and a contribution to systemic practices, or the "first aid" in the situations of major crises or inadequate systemic response. In order to achieve greater effectiveness of philanthropic actions, we need to have strategic planning, continuous, dedicated work, a collaboration of different actors, and their coordinated efforts towards a common goal.

Which areas need more wellplanned and coordinated philanthropic initiatives in the forthcoming period?

— For many years, certain topics that are extremely important for societal development have been less represented, in terms of both the number and amount of donations. Namely, in Serbia, less supported are topics such as environmental protection, economic development, sports, culture and art, animal care, human rights, independent media, preservation of cultural and historical heritage, science, social entrepreneurship, and many others. Therefore, raising awareness of the importance of these topics among the general public is something we need to strive for and invest our efforts in the upcoming period.

The Trag Foundation has been supporting the development of community foundations through special programmes.

What can you tell us about that?

— Since 2019, the Trag Founda-

tion has been implementing a programme dedicated to the development of community foundations movement in the Western Balkans region. This programme is being supported by the C.S. Mott Foundation and Porticus Foundation for three years now.

Heretofore, only six community foundations were registered and operated in the region, more precisely in Serbia, Bosnia and Herzegovina, and North Macedonia.

The idea behind this programme is to introduce to the wider population of this region the concept of community foundations and to inspire as many people as possible to join and actively participate in their development in the local communities region-wide.

These foundations are perceived as a point of connection and cohesion in the community they serve in and a community-led effort that will tackle numerous issues of importance in their surroundings to build a better place to live in for everyone. In Serbia, 3 groups - from Pančevo, Niš, and Stara Pazova - have been selected to participate in the programme, based on the criteria such as the composition of the group, community knowledge and expertise, access to resources, enthusiasm, and capacities to face and overcome all the challenges, become sustainable and resilient and address the emerging issues in their local community in the best possible way. These initiative groups will intensively work to establish the community foundation and to meet the challenge of raising at least 15,000 Euros from their community which will be doubled by Trag. Raised funds will be used for grant purposes once the community foundations are registered. In this way and through community foundations, people who have resources will be linked to those who wish to implement local initiatives, and collected funds in the community will be returned to that same community in the future.

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PEOPLE & EVENTS

20 JAN

THE GREAT WOMEN OF SERBIAN CULTURE

Serbian culture, but also to the entire Serbian history, influenced the development of Serbian thought and society in general. The exhibition will be open from January 20 to March 27, 2022. The Jevrem Grujić House is open on Thursdays and Fridays from 3 pm to 8 pm and on Saturdays, from 11 am to 4 pm with available guided tours.

At the Jevrem Grujić House in Belgrade, the exhibition titled „The Great Women of Serbian Culture“ was officially opened in the presence of many cultural figures and media outlets. The exhibition has been staged in cooperation with the Cultural Diplomacy Office. It features 18 famous women of our history who, with their actions, courage and contribution to

Maja Gojković, Deputy Prime Minister and Minister of Culture and Information

JAN

EMBASSY OF INDIA CELEBRATES 73rd REPUBLIC DAY

Ambassador unfurled the National Flag followed by the singing of the National Anthem. He also greeted the Indian diaspora, friends of India and read the President’s Address to the nation. The Ambassador also talked about the ever stronger historic bonds between India and Serbia. Indian workers from Modular Construction

Company also attended the celebration. On the occasion, the Indian Ambassador handed Dr Momir Nikić, Professor Aleksandar Petrović, PhD, and Ms Monika Maširević the Letter of Appreciation in recognition of their immense contribution in spreading knowledge on Indian literature, culture and history in Serbia.

H.E. Sanjiv Kohli, Ambassador of India

27 JAN

AINT SAVA DAY S CELEBRATED: TRADITIONAL SAINT SAVA ACADEMY AT KOMBANK HALL

Raising the flag

On the occasion of marking Saint Sava Day, the traditional Saint Sava Academy was held at the Kombank Arena, under the slogan "Treasure of Saint Sava" was held at the Kombank Hall. The Saint Sava Academy was also attended by the Serbian Patriarch Porfirije, the Prime Minister of Serbia Ana Brnabić, the National Parliament Speaker, Ivica Dačić and the First Deputy Prime

Serbian Patriarch Porfirije

Minister and Minister of Education, Science and Technological Development, Branko Ružić. Saint Sava Day was established as a school holiday in 1840, and it is also marked by the Serbian Orthodox Church and believers. Saint Sava is considered one of the most important figures in Serbian history. He was the first archbishop, educator and legislator in medieval Serbia.

Ana Brnabić, Ivica Dačić and Branko Ružić

Photo: Damir Dervišagić

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PEOPLE & EVENTS

27 JAN

AGRO BELGRADE GATHERS 500 EXHIBITORS

Ljupčo Nikolovski, Minister of Agriculture, Forestry and Water Economy of North Macedonia; Frida Krifca, Minister of Agriculture and Rural Development of Albania; Boris Pašalić, Minister of Agriculture, Forestry & Water Management of the Republic of Srpska; Branislav Nedimović, Deputy Prime Minister and Minister of Agriculture, Forestry and Water Management; Goran Vesić, City of Belgrade Deputy Mayor and Susan Fritz, USAID Ser-

Branislav Nedimović, Deputy Prime Minister and Minister of Agriculture, Forestry and Water Management;

Susan Fritz, USAID

28 JAN

INTERNATIONAL PERSONAL DATA PROTECTION DAY

bia Mission Director officially opened the third Agro Belgrade fair, the leading regional fruit, vegetable, and wine trade fair and conference at which more than 500 fruit, vegetable, and wine companies presented their products and services. Agro Belgrade is held with the support of the Serbian Ministry of Agriculture, Forestry and Water Management, the City of Belgrade Secretariat for Agriculture, and the USAID Competitive Economy project.

The International Personal Data Protection Day was marked in the Assembly of the City of Belgrade. On the occasion, the Commissioner for Protection of Information, Milan Marinović, spoke about the development and expansion of the Commissioner’s Office in the past period, as well as the perspective of further development of the Office in accordance with the expanded powers in both areas of human rights. He also spoke

Sanja Unković, Deputy Commissioner for Information of Public Importance and Personal Data Protection and Milan Marinović,Commissioner for Protection of Information

about his first 300 days at the Office’s helm and to the Office’s development during that period. The head of the OSCE Mission to Serbia, H.E. Jan Braathu, took part in marking the Personal Data Protection Day, as did the Deputy Head of the EU Delegation to Serbia Mateja Norčič Štamcar, Deputy Head of the Council of Europe Office in Belgrade Nadia Ćuk and USAID Mission Director, Susan Fritz.

Nadia Ćuk, Sanja Unković,Milan Marinovič, H.E. Jan Braathu and Mateja Norčič Štamcar

03 FEB

TOP 50 ONLINE THINGS IN 2021

In the ceremonial hall of the Belgrade City Assembly, the winners of the Top50 Online Things in 2021 were handed awards. For the 25th consecutive time, PC Press magazine is awarding the Top50 websites, web pages on social networks and applications in Serbia. The winners were announced in the following categories: News and Media, e-commerce, Business and Social Services, Education and Culture, Home and Entertainment, Sports and Tourism, Social Networks (Facebook, Instagram, LinkedIn, Twitter, YouTube, TikTok), Mobile Applications, and special awards.

The award ceremony was officially opened by Dejan Ristanović, Editor-in-Chief of PC Press, while Dr Mihailo Jovanović, Director of the State IT and E-government Office, gave an introductory speech.

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EVENT

Media and Digital Literacy Together, state institutions, international organizations, companies and interested individuals are working towards people acquiring the necessary digital skills n cooperation with the New Literacy Programme, implemented by the United States Agency for International Development (USAID) and Propulsion, the Ministry of Culture and Information of the Republic of Serbia held an online conference at the National Museum titled 'Digital Immunity for the 21st Century - New Media Literacy Concept'.

Slavica Trifunović, Assistant Minister of Information and Me-

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Slavica Trifunović, Assistant Minister, Ministry of Culture and Media of the Republic of Serbia

dia at the Ministry of Culture and Information of the Republic of Serbia, officially opened the conference.

The panel discussions that followed were moderated by Maja Zarić, Head of the Group for International Cooperation, European Integration and Media Projects, editor and co-author of the Handbook Media and Information Literacy for Parents and Goran Zarić from USAID New Literacy Program

Manager, Propulsion.

In the first panel, titled ‘Media and Digital Literacy on the Agenda of International Organizations’, we had the opportunity to hear about the activities of the OSCE, the Delegation of the European Union and UNICEF in this area of interest.

In the second panel, called ‘Media and Digital Literacy and the Family - A Handbook for Parents’, we had the opportunity to hear from the handbook’s authors

and how they prepare for writing it. Plus, the authors talked about how can parents navigate the digital world together with their children.

Representatives of the companies that currently implementing the highest number of projects related to digital and information technologies participated in the third panel called Media and Digital Literacy and the Business Community.

Maja Zarić, Ministry of Culture and Media; Ana Martinoli, Faculty of Dramatic Arts; Miša Stojiljković, Tata, Ti Si Lud TV Show; Ana Mirković, Digital Communications Institute, and Goran Zarić, Propulsion

Novi Sad Celebrates its Slava in Traditional Spirit t the very beginning of the year, on January 14, 2022, Novi Sad celebrated its title of the European Culture Capital by celebrating a unique custom – Slava. This is a Serbian family celebration of a patron saint day, and as a custom with many ritual and religious symbols, it is recognized by UNESCO and included in the world intangible cultural heritage list.

To that end, Novi Sad - the European Culture Capital, opened the doors of its Cultural Stations and invited representatives of the city government, clergy, high officials and citizens, to celebrate the glory of St. Vasilije Veliki together. The traditional part of the celebration ceremony, which includes a rich meal, consecration and breaking of the Slava cake in the presence of priests, was followed by new elements choir songs, tambourine music, but also an exhibition of photographs by the Vojvodinian photographer, Pavel Surovi, aptly called ‘Slava’.

In Vojvodina, celebrating Slava entails welcoming neighbours, friends, immediate and extended

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family members. Hence, Novi Sad, as a good host and an intercultural city, opened the doors of its cultural stations to all, so that, in a special, contemporary environment, together we could mark this traditional celebration. In all cultural stations, as tradition dictates, guests were welcomed by hosts and the representatives of the Novi Sad authorities.

On the occasion, the Novi Sad mayor, Miloš Vučićević, said that we started "to demonstrate our uniqueness that permeates our spirituality and our culture, the culture of our people and everyone from this area, in the right way" and added: „We started with Slava because we need to honour our roots because from roots the stalk, branches, petals and fruits emerge. I believe that this year, providing the pandemic allows, we will have a real spectacle in the city with over 3,000 events and 4,000 participants, of which more than 1,500 come from abroad."

The IDEA supermarket chain is the official partner of the Slava programme.

Viktor Varoš, European Capital of Culture, Father Stojan Bilić, Dalibor Rožić, member of City of Novi Sad’s Culture Council, Zoran Tadić, Honorary Consul of Austria

Miloš Vučević, mayor of Novi Sad and Bishop Damaskin, Bishop of Mohács

Traditional Serbian folk costumes

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BUSINESS NEWS

03

01

WA TAKES OVER SERBIAN MIXED FEED R COMPANY PATENT CO.

Austrian RWA Raiffeisen Ware Austria AG has taken over the Serbian mixed feed company Patent Co., based in Mišićevo. Following the approval of the competent competition authority, the deal was closed on 31st January 2022.

Patent Co. is an internationally established mixed feed company with modern infrastructure and research, high regional and international sales competence and a professional management team. In the mixed feed sector, the company distributes mixed feed, protein concentrates and premixes in the Balkan region. It has also successfully represented on the market with feed supplements in Europe, Asia and North, Central and Latin America. Patent Co. employs around 280 people and generated sales of EUR 64.8 million in 2020.

Patent Co. perfectly complements RWA’s portfolio in the animal feed and feed supplement sectors. In the spirit of high innovation, the company will work synergistically with Garant Tiernahrung and Agromed, which are excellently positioned on the Austrian and international markets.

BRD LOAN AND EU GRANTS E TO OTP LEASING TO SUPPORT SMES IN SERBIA

The European Bank for Reconstruction and Development (EBRD) is extending a €10 million loan to OTP Leasing Srbija doo Novi Beograd to support the competitiveness of small and medium-sized enterprises (SMEs) in Serbia.

The European Union (EU) is also providing €1.5 million in incentive grants for SMEs to make their investments more affordable.

The financing is being provided under the EBRD’s SME Competitiveness Programme, through which local companies can access well-structured finance, including incentive grants worth up to 15 per cent of their loan amount. The aim of the

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HILIP MORRIS SERBIA P WON THE “TOP EMPLOYER” CERTIFICATE FOR THE SEVENTH YEAR IN A ROW

For the seventh time in a row, Philip Morris Serbia has been awarded the “Top Employer Serbia 2022” Award from the Netherlands-based international independent Top Employer Institute.

This award is another confirmation of Philip Morris’ commitment to the constant improvement of the working environment through well-designed programs, aimed 02

“BISTRICA” SECURITY FOR DECADES TO COME

EPS has initiated a strategic project for storing energy.

This hydro power plant that enables storing energy is one of the EPS’ strategic projects, and it is particularly important because greater share of variable renewable energy sources, such as wind and sun is expected This hydro power plant that enables storing energy is one of the EPS’ strategic projects, and it is particularly important because greater share of variable renewable energy sources, such as wind and sun is expected. This is a case when hydro power plants of this type “jump in” and “cover” oscillations in operation of RES. The pumped-storage hydro power plant Bistrica could have four units, with total installed capacity of 628 MW, and the estimated production would be 1,100 GWh, or more precisely, about 770 GWh from the pumped-storage hydro power plant and about 320 GWh by taking from the hydro power plant Bistrica. The cost of this investment has been estimated to be about € 650 million.

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05

EW STUDIO AND N VISUAL IDENTITY OF SERBIAN BROADCASTING CORPORATION’S CENTRAL NEWS

The Serbian Broadcasting Corporation will air its central news (Dnevnik 2), the most-watched TV programme in Serbia, from a new studio with the help of the

programme is to support Serbian SMEs in upgrading their businesses to EU standards in areas such as environmental protection, worker safety and product quality. Participating small businesses will also be offered technical assistance to help prepare and implement their investments.

at empowering employees and providing them with outstanding opportunities for further development.

Top Employers Institute’s programme certifies companies based on results of research about the best practices in the area of human resources. This reputable international institute conducts research in 6 areas consisting of 20 segments, including employee engagement planning, working environment, talent recruitment strategy, wellbeing, inclusivity, opportunities for further learning and development of employees. latest technology. Thus, the public broadcaster now stands shoulder-to-shoulder with the European and global TV stations in terms of quality programming.

Studio 10 will have the largest multi-purpose video wall in the Balkans – where other informative programs such as Oko Magazin, Ovo je Srbija, Kulturni Dnevnik, etc, will be recorded too. “After ten years of working on television, it seems that I also started to notice the form and not just the essence, so I think it is extremely important that the show Oko will air from Studio 10, where I hope we will have the quality worthy of any global TV station,” says Gorislav Papić, editor of the show Oko. The challenge here is for the audience to get used to innovation while maintaining the top-notch quality of content which is imperative for any public broadcaster.

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BUSINESS NEWS

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06

NICREDIT AMONG U BEST EMPLOYERS IN EUROPE FOR THE SIXTH TIME IN A ROW

For the sixth year in a row, UniCredit has been officially certified by the Top Employer Institute for its extraordinary commitment to the well-being of its employees and for providing an innovative, rewarding and inclusive workplace. The European level Top Employer Certification was awarded thanks to the local Certifications achieved in six countries.

The Top Employers Institute pro-

gramme recognises organisations based on the results of their HR Best Practices survey. This survey covers six domains consisting of twenty topics, including People Strategy, Work Environment, Talent Acquisition, Learning, Well-being, and Diversity & Inclusion. In line with the new business strategy, the Bank will be investing heavily in the digital evolution of the organisation over the next three years, and will also be focusing on upskilling digital competences, continuing to retain best digital talents and experts as well attracting new ones.

ONATION TO THE D CHILDREN'S VILLAGE IN SREMSKA KAMENICA

Members of the Board of Directors of the Hellenic Business Association of Serbia when visiting a children's village "Dr Milorad Pavlović" in Sremska Kamenica, which is currently the home of almost 100 children and young people without parental care donated more than 800 products, including personal hygiene products, cleaning products, as well as many other products for the daily life of the children, worth 200,000 RSD. Part of the amount for this donation was collected at the traditional Christmas dinner of the members

in December 2021, during which a humanitarian lottery was organized, while the rest of the money was allocated from the Association’s budget.

Greek companies and members of the Association once again pointed out the humanity and importance of solidarity and care for the community through the activities they initiate and develop.

The children's village Sremska Kamenica belongs in a large family of SOS Children's Villages. It was established in 1975 as a 100th in the world and the 1st in the Eastern Europe. There are currently 200 children's villages in the world that operates according to the principles of the SOS Kinderdorf organization.

CORPORATE

The Real Opportunity to Live on Your Own Campaign Continues Moving-in gift from Komercijalna Banka - 30,000 dinars for 350 young people fter great interest shown in the Real Opportunity to Live on Your Own campaign, Komercijalna Banka, a member of the NLB Group, continues to support young people under the age of 40 to become homeowners, thus motivating them to continue working and living in our region.

The first 350 clients who submit a request by the end of March and are approved a housing loan by the end of May will be awarded 30,000 dinars as a moving-in gift. „The Real Opportunity to Live on Your Own is part of the NLB Group's strategic initiative to support young people to continue working and living in their homeland. As a systemic bank that has the capacity and strong motivation to improve the living conditions of the citizens of this region,

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Komercijalna Banka contributes to building a better future for all of us. By providing support to young people, we want to convey a message to them to continue to develop in the country and

the region that is our home," said Vlastimir Vuković, Chairman of the Executive Board of Komercijalna Banka.

The Real Opportunity to Live on Your Own is intended for

young people under the age of 40 and includes all formats of housing loans from the diverse offer of Komercijalna Banka - with and without insurance with the National Housing Loan Insurance Corporation, with at least 10 percent downpayment for the purchase of the first property and record fast realization.

Under the auspices of the campaign's first segment, Komercijalna Banka, together with NLB Bank, also a member of the NLB Group, has been rewarding young people from our country with moving-in gifts worth almost one million dinars, from December to February this year.

Just like before, clients can apply for a housing loan online or at Komercijalna Banka's branches. More detailed information is available at kombank.rs.

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CONFERENCE

Vojvodina in 2022

Panel: Vojvodina, a European region

Igor Mirović, President of the Provincial Government

Robert Čoban, President of Color Press Group and the conference organizer said, at the opening, that it gave him great pleasure to see that the conference was held for the fourth consecutive time and that the gathered participants would discuss crucial issues for Vojvodina’s development. “We are here not only to talk about

Conference participants

achieved results but also to try to forecast certain events that will take place this year and draw the attention of decision-makers to topics that concern all of us,“ Mr Čoban added.

Participants of the following panel discussions presented their observations and views: Vojvodina, a European region

- How experiences from other countries can aid the Province’s development?

Green agenda and green economy - Agriculture and environmental protection as the main trump cards of Vojvodina’s sustainable future.

Cities, villages, roads and bridges that we are building – How to make sure that the Province’s urbanization does not jeopardize cultural and industrial heritage?

Vojvodina is more than just farms - Minority communities in Vojvodina as a bridge of cooperation between Serbia and the region and an opportunity to instigate economic development in rural areas.

Vojvodina is female - Gender equality, gender-sensitive budgeting and women as potential.

Panel: Green agenda and green economy

A Vision for a Better Future in Serbia Multi-congress Serbian Visions is a multi-thematic conference with 30 online events in one week he Japanese proverb: “Vision without action is a daydream, Action without vision is a nightmare”, vividly conveys the message of the 7th Multi-congress Serbian Visions, organized by the German Serbian Chamber of Commerce, this year with 30 online events. In one week full of inspirational online events with various topics, 30 organizations had the opportunity to present their vision for a better future in Serbia.

The idea of this unique series of events is to encourage critical thinking, motivate, educate, present best practices and to inspire the wide audience of all participating organizations.

Germany is one of the main

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economic and one of the largest investment partners of Serbia, as well as its key partner in EU. It is providing support when it comes to employing reforms and measures within the process of negotiations on the EU acces-

sion. Having that in mind, certain industries have to be improved: educational and legal system, digitalization, environmental awareness, healthcare etc.

Since the multi-congress repre-

sents ‘’a vision for a better future in Serbia’’ it encompasses all segments of society and thus tackles following topics: innovations, sustainable development, green economy, digitalization, ecology, education, healthcare, culture, social responsibility, and other segments that are contributing to the improvement of a society as a whole.

The long-term support to the multi-congress Serbian Visions is provided by the company Tahograf BG, which has recognized this event as one way to contribute to the overall development of society. This year’s Serbian Visions in numbers: 5 days, 30 online events, 30 topics, 60 panelists and more.

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Photos: Mladen Sekulić

he Color Media Communications Company and Diplomacy&Commerce magazine held the traditional conference called Vojvodina in 2022 in the big hall of the Assembly of the Autonomous Province of Vojvodina. The conference was opened by Igor Mirović, President of the Provincial Government, who said that the conference’s goal of the conference was to present projections for 2022 for some of the most important segments of social life.

"Internal unity is the most important issue for us, in Vojvodina.

This is a prerequisite for overall economic and social development. We have been facilitating economic development for the last six years in a well-thoughtout way that has led to concrete results," Mr Mirović pointed out.

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CULTURE

Great Women of Serbian Culture These extraordinary ladies will tell their life stories to the exhibition visitors, the stories of their destinies and achievements. Let's not forget them, because they were truly great

ho are the women who paved the way for women's rights, freedom and creativity in Serbia? Do we know enough about their work, achievements and struggles they had to go through? What Serbian public knows about this part of our cultural heritage?

The Great Women of Serbian Culture exhibition is open at the House of Jevrem Grujić in Belgrade, 17, Svetogorska Street, until March 27. It was officially opened by the Minister of Culture and Information of the Republic of Serbia, Maja Gojković.

The exhibition presents 18 exceptional women of Serbian history whose professional background and personal achievements influenced Serbian culture and society. The exhibition is supported by the Ministry of Culture and Information of the Republic of Serbia, the Secretariat for Culture of the City of Belgrade and the Commissioner for the Protection of Equality. The authors of the exhibition are Branka

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Conić, the Director of the historic House of Jevrem Grujić, Gordana Bekčić, Director of the Office for Cultural Diplomacy and Ružica Opačić, art historian.

Branka Conić, co-author and Director of the House of Jevrem Grujić shared her impressions and idea behind the project: “Of-

Gordana Bekčić PhD, Director of the Office for Cultural Diplomacy, the exhibition’s co-author, said: “The patriarchal, traditional culture in which these women grew up made them not only great but also revolutionaries and heroines in their communities.

Most of them were born in the

Ružica Opačić, art historian, said that those great women also dedicated part of their lives to teaching and thus they shaped generations of young women, educating them to be a part of change and avant-garde, as well as the pillars of their families.

WHO ARE THESE LADIES?

OFTEN MARGINALIZED AND FORGOTTEN, THESE 18 WOMEN PAVED THE WAY FOR GENERATIONS OF WOMEN TO BECOME PAINTERS, WRITERS, DOCTORS, SCIENTISTS, PHILOSOPHERS, WOMEN RIGHTS ACTIVISTS ten marginalized and forgotten, these 18 women paved the way for generations of women to become painters, writers, doctors, scientists, philosophers, fighters for women’s rights. They were nurses and warriors, with medals and ranks, in many ways the first of their kind in their cities, countries and Europe.”

mid or late 19th century. In their commitment to their professional achievements, they had to fight against stereotypes and rejection.

Without these great women and others yet waiting to be presented and revealed we would not have the privilege to be free, independent, and equal with our male fellow citizens.”

Milica Stojadinović Srpkinja was the first Serbian poetess, whom Vuk Stefanović Karadžić called "my daughter from Fruška". Petar Petrović Njegoš said the following about her: "I am a poet, she is a poetess, if I were not a monk, she would be my princess of Montenegro".

Poleksija Todorović is the first woman to paint an iconostasis and together with her husband Steva, she painted many icons he would do the figure, and she would do the details.

Draga Ljočić is the first doctor of science in Serbia and also the first woman to enrol in college at a time when admissions were only allowed for men. When Dra-

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ga demanded to be paid as much for her work as her male colleagues, she was permanently dismissed from her civil servant job.

Beta Vukanović was one of our first cartoonists, who started the first painting school with her husband Risto, and brought the spirit of European painting to Serbia.

She continued drawing and painting for 75 years.

Unforgettable are the stories of painter Ljubica Cuca Sokić about her life in Paris at the time when Braque, Picasso and Matisse also lived there. She always used to say that she loved Dorćol more than Paris. Sokić was a good friend of Bela Pavlović, the lady-in-waiting of Queen Marija Karadjordjević from Jevremova Street, and the two of them shared a famous studio in the attic of the Ilija Kolarac Endowment along with Zora Petrović and Beta Vukanović.

Milena Pavlović Barili exhibited side by side with Frida Kahlo and conquered the world with her art, while in her country she unsuccessfully sought a job as an art teacher.

Isidora Sekulić was the first woman academic in Serbia, who spoke six foreign languages. Because she was unfairly criticized, she burned some of her work.

Jelisaveta Načić was in charge of the luxury and beauty of our capital. She was an architect who designed buildings that are admired to this day such as the Church of Alexander Nevsky, the King Peter the First Elementary School and the iconic staircase that leads to the Kalemegdan Park.

Because she advocated for all captured Serbs to be released after the Balkan wars, she was imprisoned in the Nežider camp, where she met her greatest love. Her desire for education was so strong that she spent all her dowry on it.

The destiny of the forgot-

ten Serbian painter Vidosava Kovačević was quite tragic. Her creative streak was interrupted at the age of only 24 when she died.

During eight years of painting, she crossed the path from realism to impressionism and expressionism, leaving a legacy that many

dignant when she heard that a monument was being erected in her honour in her hometown, so the authorities had to persuade her into thinking that the monument was actually dedicated to poetry, but only resembles her.

The music of the first Serbian

NUMEROUS LECTURES, PLAYS, PERFORMANCES AND THEMED EVENINGS, INSPIRED BY THE LIFE STORIES OF THESE WOMEN, WILL TAKE PLACE WHILE THE EXHIBITION LASTS artists have not managed to generate during decades of work. However, a prince saved her artwork from oblivion - Pavle Beljanski, a gentleman, a diplomat, an art lover and a collector, a keeper of hidden treasures.

Desanka Maksimović was in-

female composer, Ljubica Marić, was performed by the world's largest orchestras. She was also the first woman to conduct the Czech Radio Symphony Orchestra.

Soja Jovanović was the director of the first feature colour film, ‘Pop Ćira i Pop Spira’ and the

first theatre play after the Second World War. Maga Magazinović was often called ‘the Serbian Isadora Duncan’ and a woman who brought “freedom to Serbian culture”. She also opened the first dance school in Belgrade, from which the famous ballet dancer Luj Davičo later graduated.

Mina Karadžić was the inspiration for the famous poem by Branko Radičević - "Pevam Danju, Pevam Noću" and the author of the most important scrapbook in our history, which remained an important testimony of the cultural elite of that time.

Anica Savić Rebac was one of the most educated Serbian women. At only 12 years old, she translated the works of Byron, and actively corresponded with some of the greatest writers of the twentieth century, including Thomas Mann.

Nadežda Petrović worked as a nurse during the Balkan Wars and in the First World War when she tragically lost her life. She is one of the first contemporary painters to discover photography as a new medium of her work.

These extraordinary ladies will tell their life stories to the exhibition visitors, the stories of their destinies and achievements. Let's not forget them, because they were truly great. Numerous lectures, plays, performances and themed evenings, inspired by the life stories of these women, will take place while the exhibition lasts.

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CULTURE

by Tanja Banković

Modern Unity of Old and New in Architecture From the technical point of view, the National Theatre belongs to the best-equipped theatres, globally looking, with the top-notch equipment

n 1868, the year when the National Theatre in Belgrade was established, Serbia was populated with slightly more than 1,200,000 people and Belgrade had just over 25,000 inhabitants who lived in 3,444 houses. Belgrade was a big village, half way between Ottoman and European civilization. Nonetheless, there was a need for development of education, culture and science in a newly liberated country, as well as a striving to finish national liberation and uniting.

Attempts to establish a theatre were accompanied by attempts to find adequate building for it.

In the meantime, performances were given either in the Customs office’s warehouse (Theatre on Djumruk), in hotels (Theatre Kod jelena), in the Prince’s Brewery, in inns (Kod krune and Kod engle-

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AFTER ONE PERFORMANCES PRINCE MIHAILO SAID, “I AM GOING TO BUILD YOU A THEATRE AND YOU WILL BE CONTENTED”

ske kraljice). A first substantial attempt to build the theatre was initiated by the Board of Supporters of National Education Association and the Theatre Board that organized fund raising.

Three years later, there was another unsuccessful attempt to build at the same lot. During winter 1867-68, Serbian National Theatre from Novi Sad gave sixty-four performances in inadequate premises in Kod Krune and Kod engleske kraljice inns in Belgrade.

After one of these performances Prince Mihailo said, “I am going to build you a theatre and you will be contented.”

First adjustments and extensions have been done as early as in 1870. Relatively small stage required enlargement. The added part in the rear of the stage was lower and built of bad materi-

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al. Besides enlargement of stage, there were plans to build changing rooms for extras, storage for décor and furniture, and a painting atelier. First plans for extension of the building were elaborated probably by the contractor Vinter, but they were then again entrusted to Aleksandar Bugarski.

In the summer of 1912, the enlargement of the stage started. However, in autumn of the same year, the reconstruction was stopped due to start of the Balkan War, but it restarted in summer of 1913 when the reconstruction was mostly finalized. The following year, 1914, reconstruction of auditorium started, but the works were interrupted again due to the beginning of the First World War. In period between 1915 and 1918, many elements of reconstruction were destroyed due to bombing of Belgrade, as well as due to Austrian-German occupation.

Construction works on the Theatre continued in 1919, the plans of 1911 were somewhat changed, and the reconstruction finalized in 1922. In this reconstruction, the exterior architecture lost its unity of style and harmony of original design by Bugarski; it became a mixture of secession and baroque. Auditorium now had 700 seats, 33 loges (plus a royal one, somewhat bigger than others) and 66 standing places – totalling to 944 places.

The stage was enlarged in depth and a rotation round stage was

THE ONLY THING THAT REMAINED FROM THE PREVIOUS BUILDING WAS A MEDALLION THAT FEATURES A SIDE VIEW OF PRINCE MIHAILO, SITUATED ABOVE THE STAGE PORTAL, RENEWED

BY SCULPTOR ĐOKA JOVANOVIĆ

installed.

The only thing that remained from the previous building was a medallion that profile a side view of Prince Mihailo, situated above the stage portal, renewed by sculptor Đoka Jovanović. The Theatre was damaged again in bombing of Belgrade on 6th April 1941.

In 1986, the National Theatre and the City of Belgrade decided to start another, necessary extensive reconstruction of by then completely inapt building. Formal opening of the “new” theatre took place on 15 October 1989 and the first performance Aeschylus’ Oresteia was given on 10th November the same year. In this reconstruction, the old building restored its design from before the II World War and the total area got almost doubled by adding on the new modern construction where offices were situated on five floors above and two under ground.

The building now has 18,500 square meters out of which 17,000 square meters are floor area. It can be said that the National Theatre in Belgrade today represents a modern unity of old and new in architecture, and from the technical point of view, the theatre belongs to the best-equipped theatres, globally looking, with the top-notch equipment.

Written and organized by: Jelica Stevanović. Texts written by: Milica Jovanović, Aleksandar Radovanović, Mirjana Odavić

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FOOD PLANET

by Maja Popović

Food is Diplomacy By preparing dishes from available ingredients and adapting to the climate in which you live, you get a real mix of two completely different cuisines KHAIRUL TAZRIL TARMIZI Chargé d'Affaires, Embassy of Malaysia in Belgrade

r Khairul Tazril Tarmizi, Chargé d'Affaires of the Embassy of Malaysia in Belgrade played host to the Diplomacy&Commerce magazine team at his residence and thus allowed us to taste and smell Malaysia in the middle of Belgrade. The reason for this is the anniversary of his stay in Belgrade. During our visit, he shared his impressions of Serbia and the way he combines the tastes of the cuisines of these two distant countries.

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What are the main features of Malaysian cuisine?

— The variety of spices is what distinguishes Malaysian cuisine from others. However, let me first clarify that our meals consist of two dishes - the main meal and the dessert. The main dish is usually based on rice, in combination with meat or fish, vegetables and sauces. Most dishes are prepared with coconut milk. The dessert I decided to present to you today also contains coconut milk. It is very easy to prepare and you only need a few ingredients that can be found in Serbia, so I believe that everyone can make it.

In Malaysia, the family traditionally gathers for dinner. The time after sunset is when most of the family members are at home, after completing their daily errands. After sunset, sitting down to eat is also an occasion for socializing. Family trips are also part of the tradition. We spend time together and make up for the time apart, while we were at work or school.

What do you miss most about your country? Can you find all the necessary ingredients for the Malaysian dishes in Serbia?

— When you decide to work in foreign service, you, by nature of things, also agree to leave the country, so I was ready for a different climate. Regardless of how much I like it here, I still miss Malaysian food. So whenever I

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ĆEVAPI AND KAJMAK ARE SOME OF MY FAVOURITE DISHES. THESE WERE THE FIRST THINGS I TRIED WHEN I ARRIVED IN BELGRADE can, I bring some food like rice, coconut milk and spices with me to Belgrade. Here, you can find some basic ingredients needed to prepare Malaysian dishes, but there are many spices that we don’t have here or the ones that we have here are not the same as the ones from Malaysia. Still, it is a challenge for me to try different ingredients, to find something similar and to mix the Malaysian and Serbian cuisines in that way. Food is diplomacy! It’s a medium that requires tolerance and adaptation. By preparing dish-

es from available ingredients and adapting to the climate in which you live, you get a real mix of two completely different cuisines. So, for instance, I like to make uštipci (fritters or cekodok in malay) with spices from Malaysia and add hot ajvar instead of chilli.

Do you like Serbian cuisine and what is your favourite Serbian dish? Is there a Serbian dish that is hot enough for you?

— Ćevapi and kajmak are some of my favourite dishes. These were the first things I tried when I ar-

rived in Belgrade. I adore ajvar and I always have it in my fridge. I love prebranac and sarma, and tulumbe are my favourite sweets. Freshwater fish has a very interesting taste and I like it. And no, there aren’t Serbian dishes that are too hot for me. Nothing is so spicy as the toppings we have in Malaysia. Although everyone associates the spices of Asian cuisine with chilli, it is not the only hot spice we use.

How do you like life in Belgrade?

Did you manage to visit some other places in Serbia and what would you recommend to your friends?

— I travelled a lot, but even though I wanted to visit the Balkans, somehow I had been always putting it off. Then, on February 1 last year, I assume the office in Belgrade. I really like it here. I love the

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Serbian people and they are very similar to the Malays. They are very friendly and kind, especially towards strangers. I feel at home here because of that hospitality.

Also, family is very important to Serbs and Malays, and I like that.

My favourite places in the city are by the river, like rafts. Ada Ciganlija is amazing - having such a beach and the promenade in the city is great. The Sava and the Danube make Belgrade special. I also visited Novi Sad. It is a beautiful city, multiethnic, the food is imbued with different cultures and the architecture is impressive.

I also visited Kragujevac, Novi Pazar, Vrnjačka Banja and Srebrno Jezero. Orthodox churches and monasteries are beautiful and I am fascinated by 500-year-old frescoes. The next places I want to visit are Uvac and the mountains of Western Serbia like the Tara, Zlatibor. I would recommend my friends to visit every corner of Serbia and I sincerely hope that my family will have the opportunity to see everything I’ve been telling them about. One day, when my job takes me far from here, I’m sure I’ll stay in touch with the many friends I’ve made here.

Pengat Pisang (BANANAS IN SWEETENED COCONUT CREAM)

INGREDIENTS • 600 g bananas • 500 ml coconut milk • 150 g brown sugar

Instructions: 1. Bananas are peeled and cut into slanting slices (or any preferred shape).

2. Dissolve the brown sugar in the coconut milk over medium-high heat and continue stirring until it is about to boil.

3. Put the bananas and let them simmer over medium-low heat for about 6-7 minutes (or to the preferred texture).

4. Serve as dessert.

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INTERVIEW

by Bojana Jakimov

We Want People to Love the Museum Like We Do We want to create the feeling of exclusivity and once-in-a-lifetime opportunities but we also want to create that for everybody Bryce Weinert

ryce Weinert, Creative Operations Manager at the Museum Hack and TeamBuilding, New York (USA) and Ali Ciuffini-Kemp, creative project manager for the Museum guide and tour guide at the Art Institute in Chicago give us a different point of view on museum tours and museum experience in general.

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Where did the idea about Museum Hack come from?

— Museum Hack wasn’t planned.

Our original founder Nick Gray didn’t like museums at first. He thought they were pretty accessible. Then, he was invited on a date to the Metropolitan Museum of art in New York City, and the woman who invited him really loved museums. She gave him the private tour, took him around, showed him cool stuff, told him stories. She, kind of, inspired Nick. So he started visiting the museum regularly and he would find his objects that he liked. He would research the stories. He’s an incredibly social guy.

He would give these private tours to his friends commenting on the objects, talking… One famous blogger was on one of his tours, he wrote about it hit the interwebs and suddenly Nick started receiving hundreds of requests in his email for his wacky museum tours. There he realized that there is a demand for this. A lot of people love museums but they don’t know how to approach them. You are either getting too much information from the material provided by the museums, or you’re not getting enough, you feel like you’re missing out. So these tours are based on cool stories, accessible stories and they really appealed to people. And that’s how Museum Hack was born.

Can you tell us about the pillars?

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Ali Ciuffini-Kemp

— Our four pillars were born out of us looking at what was working in our museum and naming them. Our first pillar is story-telling. We started with entertainment and passion and how people care about what people care about. They want to hear about what excites people. So every tour is an experience in itself. Even if I, as a tour guide, feel bored with a certain story, I will replace it with another. It gives us a lot of ownership over the content we create.

We want people to love the museum like we do. Our stories are fact-based and we have several sources to feel comfortable telling the story.

visit museums. Usually, you come to museum space to serve the need towards yourself. We want to create the museum as a social place. Museum visitors remember the social experience a lot better than the facts.

The fourth pillar is about creating a special experience for all guests. We want to create the feeling of exclusivity and once-ina-lifetime opportunities but we also want to create that for everybody. It also means creating a welcoming environment for different participants. It doesn’t necessarily mean laying the red carpet.

We want everybody to feel like an insider.

OUR STORIES ARE FACT-BASED, WE HAVE SEVERAL SOURCES TO FEEL COMFORTABLE TO TELL THE STORY, AND THE STORIES ARE ALL THERE WAITING TO BE TOLD

What do the other pillars represent?

— Our second pillar is reverent irreverence. We think that the museums need to be taken off of the pedestal in order to feel more accessible to the modern audience who hasn’t connected to traditional museums. We open our doors to people who have never been to the museum and try to make them feel welcome and ask questions.

Another important aspect of reverent irreverence is museums kind of constantly re-examining themselves. It’s acknowledging that museums and collections and the attitudes towards museums are changeable and that re-examination is necessary.

The third pillar is a social experience. There have been hundreds of visitor studies on why people

Which other cities do you work in?

— Washington DC, Los Angeles, San Francisco, Philadelphia, Boston. If anybody outside of the USA wants to invite, us we are coming.

Those are our home bases for public tours and our renegade tour guides.

How does someone become a renegade tour guide?

— We ask people to audition. A lot of people tend to be performers who also love museums. We invite people to an audition where we have a room with a bunch of random objects.

They each select an object from that pile and we give them 10 minutes to do factual research.

Then, they need to come up with a cool and interesting story about the object they selected.

If you select a candy bar, you can talk about chocolate, peanuts, candy… Renegade tour guide write their tour and we need to know if they are capable of that.

Can you give us some examples of theme tours?

— We do bachelor party tours.

In Chicago we have a drag queen tour, we have tours about the history of feminist art, we do pop culture tours. We have a Harry Potter tour, a Game of Thrones tour. These don’t last forever.

We’ll do them because they are interesting at the moment.

How did COVID affect the Hack?

— March 2020 was the hardest.

We had to lay everybody off. But since museums are still in the state of flex, we’re mostly having museums ask us to come and consult rather than doing a lot of tours. They would call us with the need to reinvigorate their tours.

Did you have the opportunity to visit any Serbian museums?

— We’ve been to a lot of museums but we also haven’t been to a lot of museums. We are really excited. I love national museums.

We’ve spent some time in the Museum of Yugoslavia. We also want to see the Tesla Museum and the Ethnographic museum. We’re super happy to be here and we’re honored that the US embassy brought us here with the partnership of the Museum of Yugoslavia.

We would love to come back with nothing to do, just so we can visit museums.

What can you recommend Serbian museums? How can they make their tours more interesting?

— Ask playful questions. You can experience museums the way that’s best for you. There’s no one right way to experience museums.

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INTERVIEW

by Robert Čoban

The Braveheart of the Caucasus In Svaneti, which was controlled by mafia gangs since the collapse of the USSR in 1991 until only 15 years ago, tourism has started to develop only recently - roads are being built, hotels and ski resorts are being opened, while the airport building in Mestia, named after a medieval Georgian queen Tamar, has made it to the BBC’s list of the 10 most beautiful airport buildings in the world

ONE OF THE TOP 10 MOST BEAUTIFUL IN THE WORLD ACCORDING TO THE BBC: Queen Tamar Airport in Mestia

huburhindzhi, the administrative crossing between Georgia and its breakaway province of Abkhazia, resembling our Jarinje, but with no barricades and stickers on license plates... Old women, dressed in black, are pulling bags and the policeman warns us not to take photos.

Abkhazia declared its independence from Georgia after the 1992-1993 war. To date, Russia, Nicaragua, Venezuela and Nauru, as well as South Ossetia and Transnistria, have recognized it as the independent Republic of Abkhazia.

International organizations such as the UN, the European Commission, the OSCE, the NATO, the World Trade Organization, the Council of Europe and most sovereign states recognize Abkhazia as part of Georgia.

A van carries a group of media representatives from Serbia who came to Georgia to see a natural beauty and abundant cultural her-

C

itage of this ancient European civilization, all before the imminent establishment of a direct flight to Belgrade.

Our driver is a refugee from Abkhazia, who was only a child when, in 1993, his family had to leave their house and flee to the south.

As he is driving along the Enguri Valley, on a road reminiscent of the ones in the Morača Canyon, the scenery around us is changing

and at times, resembles the Indian Summer in New England. A few minutes later it looks like a postcard from Switzerland or a picture on a Milka chocolate wrapping paper, featuring a cow grazing on a green slope while in the distance we can see the white peak of the Ushba Mountain (standing at 4,710 metres altitude).

It was already dark when we arrived in Mestia, the capital of the mountainous region of Svaneti.

Everything is reminiscent of any other mountain resort in Europe, except that there are dozens of stray dogs on the streets here. As in the rest of Georgia, stray dogs are all chipped, neutered and very tame, constantly wrapping themselves around your legs and wanting to cuddle.

To stretch our legs a little after a five-hour drive from Kutaisi, we decided to take an evening tour of the famous Svaneti Towers. The story behind these towers begins in the 8th century, when due to a foreign invasion, but also conflicts between family clans that often ended in blood feuds, stone towers were built next to every house in the Upper Svaneti region. There used to be 280 of them, but only 175 remain in the whole region.

The Svaneti Towers are unusually reminiscent of the ones in San Gimignano in Tuscany that we saw in 2009. Today, the Svaneti Towers are included in the list of the UNESCO World Heritage Sites and although the streets around them are steep and rocky, they are beautifully lit which made our night walk quite enjoyable.

Even in the dark streets of Mestia, you do not feel threatened by locals whose shadows appear every now and then on the illuminated walls of stone houses and towers. "There is almost no crime in this area. People here know that every incident would destroy the tourism they live off, so it nev-

SPECIAL AWARD OF THE KARLOVY VARY FESTIVAL: The film "Dede" ("The Mother"), which actors mostly "SALT FOR SVANETI": A controversial HIGHLANDERS: In front of the birth house of the famous alpinist come from the village of Ushguli, documentary from 1930 Mikhail Vissarionovich Khergiani where the film takes place.

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Defending against invaders and avalanches: Towers of Svaneti

er occurs to anyone to do anything bad to foreigners," Tina, a girl of small stature, with smart eyes, tells us. She was assigned to us as a tour guide by the Georgian Tourist Board during our seven-day stay.

The next day, after breakfast, seated in two SUVs, we set off for Ushguli, a community of four villages (Zhibian, Chvibiani, Chazhashi and Murqmeli) high in the mountains, under the Shar summit (5,193 metres). Ushguli in the local language of the Svan people means "braveheart". Parallels with the Scottish Highlanders draw themselves.

The 45-kilometre-long road to Ushguli leads through sharp, mostly completely unprotected mountain passes in several places, intersected by torrents.

The driver of our SUV, a local in the late sixties, plays a mix of local music and in skilful slalom, bypasses the cows that walk the road almost as if we were in India.

Today, Ushguli has a population of about 250, who work in agriculture and tourism. There are several hotels (one is called "NATO"), a couple of cafes and households that rent horses and hiking equipment for tourists.

Four villages share one school and five churches - the most famous of which is Lamaria (Church of the Mother of God).

The entire region was ruled by local mafia gangs since the collapse of the USSR until only15 years ago. After the arrest of their leaders, tourism started to develop in the valley began, as did the construction of roads and airports.

We arrive in front of the Church of Lamaria, from the 9th century, which is dedicated to the Mother of God, but its name derives from the ancient cult of the Svani people, who respected the pagan goddess of fertility.

According to local legend, the Church of Lamaria was the scene

ON THE UNESCO WORLD HERITAGE LIST: Towers in Ushgulia

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THE NATO HOTEL in Ushguli

of the murder of Puta Dackhelani a member of the Dadeshkeliani family of aristocrats, who tried to impose himself as a feudal lord on the local highlanders. The locals of Ushguli allegedly invited him to a feast to come to an agreement, got him drunk and then executed him in a way similar to the one described in Agatha Christie's "Murder on the Orient Express". Namely, the representative of each of the families in the village pulled the rope that was tied to the musket which killed the drunk and deranged guest. In this way, they shared the responsibility and avoided blood feuds against one individual family.

They say that Puta's shirt is still kept in the church. Next to it, there are a large number of icons, manuscripts and crosses, all of which were catalogued by the famous Georgian historian Ekvtime Takaishvili during his visit to Svaneti.

The cemetery in Ushgu-

li is made of plots, bordered by wrought iron fences, each one containing the graves of one family. After the harsh winter of 1981, which caused a lot of problems for the inhabitants of the four villages, the USSR authorities decided to displace about half of the population to the steppe part of Georgia.

It is not difficult to imagine what it was like for the Highlanders when they were transferred from 2,000-metres-altitude to the dry steppes. Some of them returned to Ushgura after 1990, and some remained to live in the steppes. The real reason for this relocation was the fear that the disobedient inhabitants of this part of Georgia would rebel, as well as that the displacement of certain ethnic groups was the common practice of the Soviet authorities.

The film "Dede" ("The Mother") from 2017, directed by Mariam Khatchvani, is being advertised in several places in Ushguli.

The film, whose director and most

FAMILY TREE: The owner of Chateau Chikovani talks about four centuries of turbulent history of his lineage

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of the actors come from the four villages, won a special award at the Karlovy Vary Festival. Stephen Dalton of The Hollywood Reporter wrote in his review of the film: "Feminism meets fatalism in this beautiful Georgian melodrama!"

This film is screened at a cinema in Ushguli, but also at the cinema in Mestia, where it is showcased (to tourists) several times a day.

Another film that celebrates this region is the Soviet silent film "Salt for Svaneti" from 1930.

It showcases the life in Svaneti, as the backward and inaccessible part of Georgia. The film puts special emphasis on the chronic lack of salt for both people and cattle, with the latter being allowed to “lick the sweat from people and drink urine" to ensure sufficient intake of salt.

The film was made for propaganda purposes in order to glorify the project of modernization of the USSR via its First Five-Year Plan. Despite that, the film was criticized because it highlighted the backwardness and primitiveness of the population in this area. The Svani later complained that the film director, Mikhail Kalatozov, invented some customs and details from their lives in order to portray them as "exotic" as possible. Because of this and his next film "The Nail in a Boot", Kalatozov fell out of favour with the Stalinist regime.

He continued to direct his war drama "Cranes Fly" from 1957, after Stalin's death, which was the first significant deviation from the propagandistic depiction of events in the Second World War. Kalatozov is also important as the author of the Cuban film "I, Cuba", which featured significant technical innovations in 1960s filmmaking. His son Georgi Kalatozishvili and grandson Mikheil Kalatozishvili are also renowned filmmakers.

Moving on… One of the ancient houses in the village was transformed into a small museum where we had the opportunity to see how families and cattle slept in the same room, which was not uncommon in our mountainous areas as well. The heat "produced" by cows, goats and sheep was not wasted, especially in the winter months. We also found the swastika motif in several places.

In the yard we pass by, a seventy-year-old woman is chopping wood. I jump to her aid and she happily hands me a big axe but refuses to be photographed.

Tina tells us how tourists are often confused by the frowning faces of the locals who rarely smile.

She explains that they are simply mountaineers who have been taught not to show their emotions, and only recently, since tourism started to bring them more money, they are known for giving an odd smile or two.

Exhausted by an almost twohour walk through the villages during which we tried to avoid the cow dung that littered almost all the cobbled streets of Ushguli, we arrive at the small hotel called Villa Lileo (Lileo is the name of a Svaneti song dedicated to the Sun). Here, the hostess shows us how to knead and bake small loaves of bread, after which we enjoy a tasty mountain meal.

On the way back to Mestia, we are stopped by road works (yes, the road are being paved, not asphalted). As we wait, we watch one of the workers level the holes in the fresh concrete made by the

ubiquitous cows passing by.

Mikhail Vissarionovich Khergiani (1932-1969) was a Georgian alpinist, seven-time USSR champion who was nicknamed "Tiger from the Rock" and was awarded the Special Order of Sport of the Soviet Union in 1963.

His birth house in Mestia was transformed into a beautifully decorated museum in 1981. The house also features a tower, the top of which we climbed with the help of several ladders and through the opening on the roof enjoyed a spectacular view of the other towers in Mestia. In front of the house, there were several locals dressed in traditional Caucasian costumes. They were extras in a movie that was being shot there. The local curator told us about Khergiani with such zeal so much so that we were so invested in listening about his life. Khergiani's uncle was also an alpinist, so little Mikhail started climbing mountains in his early childhood.

SUMPTUOUS CAUCASIAN CUISINE: Lunch in Ushgulia

THE SITE OF THE GEORGIAN VERSION OF "MURDER ON THE ORIENT EXPRESS": Cemetery next to Lamaria Church

After great successes in the USSR, Mikhail joined the British expedition to Mount Everest in 1953 at the invitation of Baron John Hunt. The news of the expedition’s success arrived in London on June 2, the morning before the coronation of Queen Elizabeth II. In the summer of 1969, in the Italian Alps, a fallen stone cut his climbing rope. As he did not have a spare rope, he fell from a height of 600 metres and died.

From the top of the tower in Khergiani's house, I saw an unusual building. It is the building that houses one of the highest airports in Europe - Queen Tamar Airport.

The building was designed and built in 2010 by German architect Jürgen Mayer Hermann and his company, J. Mayer H. and Partners. The BBC included it on the list of the 10 most beautiful airport buildings in the world. The design of this building, spanning 250 square metres, is an homage to traditional Svanetian architecture which features towers next to houses. It is located at 1,467-metres-altitude and is named after Queen Tamar from the 12th century (who is called "king" in Georgia because in their language the ruler is called "king" regardless of gender and "queen" is the king's wife).

Until the pandemic, the small airport served 9,000 passengers a year. The only airliner that uses this airport is Vanilla Sky, which L-410 aircraft take off and land only when the weather allows.

Occasionally, private planes, owned by wealthy people from all over the world, use this runway, which is only 1,200 metres long, as they are starting to discover the natural beauty of this part of the Caucasus.

We leave Mestia at dawn and on our way to Kutaisi, we stop at Chateau Chikovani, a building that is a cross between a castle, a winery and a restaurant. The heir of a family, who dates back to the mid-17th century, tells us about a history rife with turmoil from the time from the Kingdom of Georgia through the Russian Empire and the USSR to the newly independent Georgia. He has a big family tree hung on the wall which shows that his great-grandfather Dmitry had 16 children with one wife while he has only one son.

He complains about a shortage of workers and reminds me of one of the Serbian winemakers. His son was born in 1991, lives in Kutaisi and cares little for his father's business and family tree.

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CULTURE NEWS

04 FEB

Belgrade Philharmonic Hall, 20:00

Film Strahinja Banović opens FEST

Conductor: Daniel Raiskin Soloist: Nemanja Radulović, violin

25 FEB

Belgrade Philharmonic Hall, 20:00

Conductor: Gabriel Feltz, Soloists: Akiho Tsujii, soprano, Alexandra Yangel, soprano, Benjamin Glaubitz, tenor, Lucas Singer, bass, Czech Philharmonic Choir of Brno

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Stefan Arsenijević, about the premiere at the opening of FEST: It is a great honor to open a festival which formed both my taste in film and worldview24-27 February 2022 Stefan Arsenijević, about the premiere at the opening of FEST: It is a great honor to open a festival which formed both my taste in film and worldview24-27 February 2022 The film Strahinja Banović by Stefan Arsenijević will have its Serbian premiere on February 25th, in Komank dvorana, at the opening of the 50th, anniversary, FEST edition. The film had its world premiere at the 55th International Film Festival at Karlovy Vary, where it won as many as five awards, including Grand-Prix – Crystal Globe for the best film. This is the first instance in this century that a Serbian film triumphed at the competition in one of the most important, A-category, world festivals.

The film is an adaptation of a famous epic Banović Strahinja, in a contemporary setting of the immigrant crisis. The protagonist is a young African immigrant (Ibrahim Koma) who, wanting to adapt to the new environment, assumes the Serbian name Strahinja.

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