Diplomacy & Commerce Montenegro #4

EVENTS ACT NOW FOR A SUSTAINABLE TOMORROW THE SECOND ESG ADRIA SUMMIT WAS HELD IN PORTO MONTENEGRO

ADRIA REGION EMBRACES ESG STANDARDS: ENERGY TRANSITION AND INNOVATION KEY FOR SUSTAINABLE FUTURE

BILJANA BRAITHWAITE CEO and Founding Partner at Sustineri Partners, founder of ESG Adria Summit

JELENA OF SAVOY –MONTENEGRIN PRINCESS AND QUEEN OF ITALY

ADA BOJANA – A COMBINATION OF MAGIC AND REALITY

HANDBALL - A SPORT OR A LIFESTYLE?

TATJANA BRNOVIĆ & IVONA PAVIĆEVIĆ

WOMEN ON THE POLITICAL SCENE OF MONTENEGRO

ALEKSANDRA VUKOVIĆ KUČ

Member of the Parliament of Montenegro

ATLANTIC COUNCIL OF MONTENEGRO – AN EXAMPLE OF EFFECTIVE CIVIL SOCIETY ENGAGEMENT

MILICA PEJANOVIĆ – ĐURIŠIĆ Chairwoman of the Board of Directors of the Atlantic Council of Montenegro

FACING SUCCESS: ON CHALLENGES AND VISIONS IN THE BUSINESS WORLD

Jelena Šćepanović, entrepreneur

Handball players

The second ESG ADRIA SUMMIT was held in Porto Montenegro

ESG ADRIA SUMMIT: Act Now for a Sustainable Tomorrow

From April 24th to 26th, the ESG Adria Summit was held in Tivat for the second consecutive year, organized by Sustineri Partners and Porto Montenegro, in partnership with the Government of Montenegro and the President of Montenegro. This regionally renowned event brings together business leaders, high-ranking government officials, representatives of international organizations, civil society representatives, and sustainability experts from the Western Balkans region and beyond. This year’s summit slogan was “Act Now for a Sustainable Tomorrow,” aimed at identifying and discussing new solutions, initiatives, and investments that can help accelerate the transition to a more sustainable future and advance the ESG agenda in the Adriatic region and beyond.

Through panels and workshops, the focus was on real regional issues and practical solutions to empower companies to set and achieve their ESG objectives and regulatory compliance requirements.

Biljana Braithwaite

,

Executive

Director of Sustineri Partners and founder of the ESG Adria Summit, stated at the event’s opening that this year marks not only a milestone for the ESG Adria Summit due to its expansion to the Adriatic region but also a strategic expansion and even greater focus on key topics such as sustainable finance, green transition, significant regional investments, as well as expanding interest in the growing areas of artificial intelligence and startup development. Among the highest state officials of Montene-

gro, the summit was attended by and addressed by Jakov Milatović , the President of Montenegro, and Aleksa Bečić, the Deputy Prime Minister of Montenegro. Additionally, one of the panelists at the summit was Tamara Srzentić , former Minister of Public Administration, Digital Society, and Media in the Government of Montenegro. The ESG Adria Summit was attended by the Rector of the College of Europe and former EU High Representative for Foreign Affairs and Security Federica Mogherini , former Commissioner for Human Rights at the Council of Europe Dunja Mijatović, and Tim Reid, Executive Director of UK Export Finance, the UK’s export finance agency, marking the first visit of a representative of that institution to the Western Balkans region.

This year, a framework for cooperation was signed at the ESG Adria Summit between Sustineri Partners, the organizer of the ESG Adria Summit, and the Western Balkans 6 Chamber Investment Forum (WB6 CIF), as a joint initiative of chambers of commerce from Albania, Bosnia and Herzegovina, Montenegro, Kosovo, North Macedonia, and Serbia. This cooperation framework is dedicated to supporting companies in the region in aligning their business strategies with the ESG agenda.

This event brought together over 600 participants and undoubtedly became a platform for building partnerships and fostering regional initiatives, especially in the areas of green transition and sustainable finance, significant for Montenegro and all countries in the region.

BILJANA BRAITHWAITE CEO, Sustineri Partners

Tatjana Brnović, handball player

Handball – a sport or a lifestyle?

Our interlocutors were members of the Montenegrin national team in handball" - Tatjana Brnović and Ivona Pavićević . The Montenegrin "golden lionesses" have recently shared their inspiring story about their journey in handball—from the beginnings to the challenges they faced and their dreams of achieving greatness. These girls are impressive not only on the court but also off it, serving as outstanding role models for aspiring female handball players who are yet to defend the colors of the national jersey.

Tatjana, you are at the very top of the world in women's handball. In 2019, you were declared the best young pivot in the world in the traditional selection of the specialized website Handball

Planet. What was your journey in handball like, from the very beginning to achieving top results?

I started training handball when I was just 11 years old, and I "met" the sport right then, for the first time in my life. My then-coach made a selection by visiting different schools and observing us play a game of dodgeball during our physical education class. Her discerning eye saw something in me that she deemed worthy of an invitation for training. My first handball training was a bit strange and funny because I didn't know a single rule. Now imagine someone who plays the game and has no clue of its rules. We were lucky to have a coach who was patient with us. As kids, we were enthusiastic about learning and playing, and we

quickly grasped the objective and what we needed to do. Handball came into my life through a small door and has unexpectedly become a significant part of it. It helped me immensely to acquire good habits and taught me solidarity and discipline, and I'm still learning to this day, both in life and in sports. Every day is a challenge and a story in itself. The story after that is a regular one. Many of us have followed a similar path in life. However, as we progress, some of us have chosen to continue our journey via the same path, while others have decided to take a different route. I passed all the junior selections of the Women's Handball Team "Budućnost," and before entering the senior team, I was declared the best pivot of the championship at the junior European championship for players up to 19 years of age. In 2017, I had the opportunity to play for the twotime Champions League winner, the "Budućnost" team. The circumstances were such that at a very young age, I immediately got the chance to play and prove whether I was worthy of the biggest handball stage. I seized the opportunity, and now, from this perspective, I appreciate myself more for taking that chance at that moment. Today, I am more aware of how rare such chances are. One of the life lessons that handball taught me is that we never know when an opportunity will present itself, but we can do everything to be ready for it. Whenever it may appear, we should be prepared to welcome it with open arms. My debut season was quite dynamic, followed by my first appearance for the senior national team of Montenegro. Again, what an honor and an incredible opportunity for such a young person and player. We secured seventh place in that championship, which was Montenegro's best ranking in the world championships until

then. I am happy that people have recognized the combativeness, talent, and knowledge that I possess. Such inception imposed on me the obligation to progress and show that it was only the beginning. It has always been my goal to progress, to become the best version of myself, and thus be helpful to the team so that we can achieve our dreams together.

What are the biggest challenges you have faced in your career so far?

There are many. It seems to me that the more difficult challenges are those that I face daily. Such as always being prepared and always in the mood for work and training. And when I don't feel like doing it or when I'd instead do something else, I motivate myself to show up and train in such a way that I can say afterward, "You gave your best and be satisfied with that." The maximum is not the same every day, but it is important to me that I do what I can at that moment while remaining entirely focused. It isn't easy to be fully present during the entire training, and I place a particular emphasis on that. Having an awareness of my movements and understanding the purpose behind them is crucial for me. Just like with running technique, making changes in direction, exercises in the gym or on the court can make every workout more effective and valuable.

Can you provide insights into the role of sports, particularly

TATJANA BRNOVIĆ Handball player

Tatjana Brnović and Ivona Pavićević

women's handball, in shaping one's personality? Can you single out some essential qualities that future Montenegrin handball players should possess?

I believe that sports played and still plays a crucial role in my growth and development as an individual. Such evolution stops when we think we have learned everything, and I hold it true that one must always "live and learn." With that, I would say that engaging in sports is immensely valuable in establishing healthy habits, fostering discipline, and imparting important life lessons such as understanding, solidarity, and respect for our differences. In sports, united, we achieve success, and differences fade away on the way to the goal, a triumph that is greater than any diversity. Sport is a triumph over disagreements! I have met many people through sports, and these acquaintances are perhaps the greatest treasures of my handball journey. I gained friendships and memories that will last a lifetime, and those moments feed the soul. There are many perspectives from which the same thing can be observed. I became convinced of this by getting to know various cultures and mentalities. And that there is no right and no wrong; that it does not matter who is right or who is wrong; it is essential that we strive for a compromise and a solution. That's a healthy way of thinking, and that's how we can end wasting energy on aimless and pointless proving who was right. In sports, it is imperative because seconds are at stake. The thinking must be set in that direction, looking for solutions minute by minute, second by second. The one who manages to do this for the longest period of the match wins. The score does not indicate who made a mistake or who did well. I believe it is essential to "instill" this mindset in young players and national teams to nurture this way of thinking and dealing with stress on the field. To go from situation to situation without carrying over the mistake from the previous one. In essence, as in life - to live in the present moment. We cannot change the past, and the future remains uncertain. We only have the present moment, which is an opportunity and should be savored.

Ivona Pavićević, handball player

Ivona, you made your first handball steps in the Women's Handball Club (WHC) "Danilovgrad." After that, you played at the WHC "Budućnost" in Podgorica and the Romanian club "Korona Brasov." How do you recall the beginning of your career? Did you, as a teenager and a student of Danilovgrad High School, dream about all the successes that you, as a professional handball player, achieved?

When I was a young athlete in Danilovgrad, I aspired to achieve great things in handball. However, my path exceeded even my childhood dreams. Memories of the early days are filled with a mixture of hard work, the thrill of competition, and the joy of playing the game I love. Every step, from Danilovgrad to Podgorica, all the way to Romania, laid the foundations for my professional career and taught me valuable lessons. The successes I have achieved are proof not only of my dedication but also of the support and guidance I received along the way. Since I was little, I have been fortunate

enough to watch our national handball team and the club "Budućnost" compete in major tournaments and win medals. It has always been an additional motivation for me to pursue handball.

There is no doubt that you played the most important matches in the WHC "Budućnost Bemax" jersey in Podgorica, where you currently perform. As a native of Podgorica, how do you perceive performances in your city? To what extent do you think your motivation to win differs from the motivation of your teammates who come from other cities?

Playing for WHC "Budućnost Bemax" in my hometown, Podgorica brings an indescribable sense of pride and responsibility. The bond I've built with my city and the people who live in it inspires me to do my best and proudly represent our team's colors. While my teammates come from different places, we are all united by a joint mission - that is, the victory of our club. But my personal experience in Podgorica has been marked by

memories of the support I have received from family, friends, and longtime fans. The feeling of playing on the same court where I used to cheer as a child gives me exceptional strength. It makes every success even more significant.

You once said that playing in "the national team jersey brings a special emotion." In December 2022, you made an immeasurable contribution to the Montenegrin national team, helping them win a bronze medal at the European Championship. In your opinion, for an athlete, how important is sincere dedication and love for the country it represents at major competitions? We as people differ and have different opinions, and that is entirely normal, but when it comes to the national team, we unite. It is very nice to play knowing that the whole country is watching and supporting you. Also, it is a special feeling to represent the small country of Montenegro in the best light at major competitions, and I am delighted to be able to promote it by playing for the national team.

IVONA PAVIĆEVIĆ Handball player

Interview with Aleksandra Vuković Kuč, Member of the Parliament of Montenegro

Women on the political scene of Montenegro

Aleksandra Vuković Kuč, an MP in the Parliament of Montenegro for the Democratic Party of Socialists (DPS), is a dedicated advocate for societal improvement and the advancement of women’s rights. Her political engagement, educational background, and media expertise contribute to her relentless efforts in these areas. With her extensive professional background in education and the media, she has become a prominent player in the political and social landscape of Montenegro. Vuković Kuč discusses the significance of women in Montenegrin politics, the obstacles they encounter, essential efforts to empower them, and the current status of political and media literacy in the nation during an interview with “Diplomacy & Commerce Montenegro” magazine. Our interlocutor articulates the imperative of implementing changes that would foster a more egalitarian and equitable society for all Montenegrin residents, driven by a clear vision and unwavering commitment.

You have served as a longstanding member of the Democratic Party of Socialists in the Parliament of Montenegro. What is your perspective on women's current position in Montenegrin politics, and what specific measures would you propose to enhance their representation and impact?

Our society, like several European ones, has not achieved a significant degree of representation of women in politics and other areas. Irrespective of her occupation as a minister, MP, director, or otherwise, a woman is perpetually engaged in competition with men. Throughout the race, she maintains a well-earned lead, but her male colleague consistently crosses the finish line before her. It is an unspoken and unques -

ALEKSANDRA VUKOVIĆ KUČ Member of the Parliament of Montenegro

EDUCATION AND TRAINING ARE THE ONLY AVENUES AVAILABLE TO A WOMAN IN HER JOURNEY TOWARDS PERSONAL AND SOCIETAL TRANSFORMATION.

tioned norm of the patriarchal system. Women are denied the right to the throne, even when they occupy it, as judgments are made in a clandestine laboratory where a man’s hand manipulates the test tubes. This viewpoint is not just a feminist ideology, which I wholeheartedly embrace; rather, it is based on the observations of someone

who has witnessed the reality of the situation. Despite my resilience and unique idiosyncrasies, I frequently encountered a glass ceiling on my path to success. Men find it more effortless to reconcile with a male figure of higher status and acknowledge his dominance in the everlasting political struggle rather than acknowledging a woman’s

power over them. That they exist is more tolerable than not ignoring the circumstance, as recognizing it would imply an apparent surrender. I recommend that women engage in unwavering self-improvement rather than focusing on appearance. Education and training are the only avenues available to a woman in her journey towards personal and societal transformation. One must possess a resilient personality, unwavering determination, and immense bravery in order to convert personal matters into political ones. It is imperative

to bring together women, irrespective of their political affiliations and beliefs, based on shared interests. Once we reach a consensus on them, a significant milestone towards success will be achieved.

As a member of the Parliament of Montenegro, could you please elaborate on your political engagement and primary focus on advancing women's rights and achieving gender equality?

My path is only mine, but I would like it to one day become the path of Montenegrin female politicians. Being yourself, it seems to me, is important both in life and in the public sphere. To be honest, to work for the common good I want to put a full stop there. It seems simple, but many people lack these qualities. Politicians must have high moral standards; they must be incorruptible. Never sell your idea for anything, let alone influence. Corruption is the greatest evil, a crime that deserves the strictest sanctions. Put all of these in the feminine gender, and that’s it. A simple human formula for planetary ascension!

Which political efforts do you deem essential for enhancing the status of women in Montenegro, particularly regarding their economic involvement and safeguarding their rights?

The political objective of establishing quotas is of utmost significance. To eliminate the underrepresentation of women in parliamentary democracy, it is imperative to ensure that women constitute a minimum of 50% of the members in parliaments at the national, state, and municipal levels. All other things are the excruciating simplicity of agreeing to nonexistence. Legislation should govern the labor rights of women to prevent a multitude of abuses. Women should unite and collaborate, even if it means overthrowing a government that aligns closely with their political preferences. The matter of inheritance needs legal regulation due to the longstanding practice of favoring male descendants, which constitutes a flagrant mistreatment of female children and is a form of discrimination that carries criminal implications rather than being a mere customary matter.

Aristotle said that man is a “zoon politikon," i.e., a political animal. However, it seems that many citizens in Montenegro have animosity towards politics. What is the cause of this, and how much do citizens in Montenegro understand political processes?

Aristotle’s assertion regarding the expediency of politics and the state as a means of organizing individuals is accurate. Can they provide individuals with happiness and well-being? This question pertains to both philosophical and ordinary aspects of existence. The effectiveness of our previous systems in establishing institutions failed to persuade citizens of their inherent purpose, namely, to guarantee the well-being and contentment of the populace. Consequently, there is a lack of trust in politics and a lack of motivation to actively engage in it, except for passive involvement. Citizens, as well as politicians, engage in politics in an ad hoc manner, lacking prior reflection, planning, and visionary thinking. The current situation is characterized by short-term decision-making that leads to long-term political uncertainty and negative consequences. At present, we are all at a loss.

WOMEN SHOULD UNITE AND COLLABORATE, EVEN IF IT MEANS OVERTHROWING A GOVERNMENT THAT ALIGNS CLOSELY WITH THEIR POLITICAL PREFERENCES.

comes can be attributed to the influence of teachers, the educational system, the level of social awareness, and political (il)literacy. The educational system has experienced a decline, with the absence of highly educated individuals and independent thinkers working in schools, except for those who are still able to maintain some level of order. Therefore, it is not surprising to observe a lack of standards and meritocracy at all levels of education. It is a fundamental starting point for the overall turnover and restructuring of society.

everything seems transparent and accessible, it is actually quite challenging since it remains a complete enigma.

You are a professor of Montenegrin language and literature by profession. In addition, you earned a master’s degree in international relations. At the University of Donja Gorica in Podgorica, you work as a teaching assistant at the Faculty of Arts and Humanities. As an educator, how would you assess the level of political literacy in Montenegrin society?

Political literacy in Montenegro surpasses basic reading and primary levels, as seen by the abysmal performance of Montenegrin students on PISA and other assessments. These out-

Given that political literacy is synonymous with the acquisition of knowledge, I shall critically examine how it is received. Mere participation in voting does not suffice to claim political awareness. One must go beyond casting a vote for or against individuals, ideas, or programs. It is the initial point. In order to achieve a comprehensive understanding of societal dynamics, both external and internal, it is imperative to go beyond simply monitoring media placements, as media literacy is currently lacking, but through valuable insights that can only be obtained through meticulous and reflective analysis. In the contemporary era of an open society, when

What are the biggest challenges faced by women who want to be actively involved in politics in Montenegro, and how can these challenges be overcome? The primary obstacle lies in the persistent opposition to women achieving equal status. It is present in Montenegrin as well as in all other societies. The entrenched mindset and prevailing perception of women as inferior hinder societal progress. The general women’s uprising and feminist waves have had a long-lasting impact on both men and women. Women endured a prolonged period of accepting their disadvantaged condition and male dominance for centuries, while for a century or two, society gradually embraced equality as the norm. Another obstacle is the widespread presence of misogyny and sexism. Women’s femininity is consistently targeted, and women are reduced to the status of mere sexual objects. It remains the sole 'trump card' left in men's and women's pockets in the fight against the dignity of women and their supremacy, which was announced to the world in the form of powerful women who change the world.

Hannah Arendt, a long time ago, stated that evil is banal, but many women withdraw when confronted with it. The objective of degrading women in politics is evident: to remove them from the male-dominated sphere that challenges numerous notions, to intimidate them, and to render them susceptible. While those approaches have historically been effective, they are now becoming increasingly detrimental to individuals who employ them. The global landscape has seen significant transformations. Women are in a position of power and authority. They will rule. In order to contribute to the greater good, individuals must address and overcome their personal limitations. Women should strive for a singular objective that transcends gender, which is to enhance the quality of politics and elevate it to an exclusive pursuit.

For ten years, you were present in the media as an editor of TV shows. The primary focus of your shows was culture and art. How do you view today’s media scene in Montenegro, with particular reference to cultural and artistic content?

erything to a level of insignificance that borders on derogation. The media has elevated them as the ultimate authorities, resulting in a situation where individuals engage in self-promotion without a genuine desire for their words to impact others or inspire action profoundly. In the media world, those who produce nothing but remain complacent have emerged as the winners. Culture and art are suppressed.

I have experience working in the private television industry, but I now realize that I missed out on the chance to work in public service, and I feel regretful about it. I am aware that I would make numerous modifications. I would establish a dictatorship of culture and art, ensuring that managers' wages were commensurate with their contributions. The current situation is somewhat chaotic and disorganized. The uninformed employees of politicians earn the most substantial incomes. Our media industry requires significant and rapid expansion, a complete reversal of its current state. We need journalists with exceptional education and literacy skills. We require individuals who possess creativity, expertise, extensive knowledge, and extraordinary imagination to infuse a fresh and innovative approach into media organizations. Observe the media content. Pay attention to the people involved in the television programs. Television serves as a source of education for citizens, primarily through politicians who act as tutors. The media exclusively features them, reducing ev -

Engaging with them is not financially advantageous. Balzac asserts that everyone reveres money as a modern god, and we can see that he was right. Occasionally, I contemplate the notion that the positive contributions made by influential figures in the media industry have become obsolete since mediocrity has proliferated to such an extent that its eradication seems insurmountable. The plant has engulfed the tallest trees, rendering them invisible due to its unreflective and narcissistic presence. However, those thoughts will soon dissipate, and I am confident that we will effectively organize everything. It requires a minor action. Remarkable individuals can adapt to their surroundings and embark on a successful journey in Montenegro within a year.

How would you assess Montenegro’s progress in achieving gender equality in politics and society, and what are the key steps for further improvement of that process?

Montenegro has made advancements, and we no longer witness the presence of a woman who remains seated in a corner, maintaining silence in order to avoid disturbing the established home order and custom. However, it is evident that instances of women being physically assaulted and murdered resemble the practices of despotic rulers in the past, particularly in Oriental societies, when women were subjected to divine judgment for their supposed transgressions. They would be enclosed in a sack filled with stones and thereafter submerged in a profound river. If she becomes liberated, she is not guilty. We have not made any progress beyond this

point. As long as there exists any male who believes to possess the entitlement to control the lives of a woman, such as their spouse, we find ourselves in a precarious situation. It is an issue. While there exists a male who believes it is acceptable to harm a woman physically, we remain in a regressive state, devoid of any superiority above the perpetrator. We are all compelled to take responsibility for any wrongdoing, with the purpose of rectifying it, as we best know. Perseverance is unwavering. Anyone who observes the mistreatment of a woman and remains silent is complicit. Societal equality is attained by collective public efforts that benefit everyone.

The revolution and the operations of the Women’s Antifascist Front granted Montenegrin women the right to vote in 1946. However, this did not eliminate the “depression of women” that existed, as even King Nikola recognized the disadvantaged position of women who were unable to vote or hold elected positions in the previous system. Subsequently, no groundbreaking advancements have occurred in enhancing the position of women in Montenegro. The debate over quotas, namely whether to allocate every third or every fourth position on electoral lists to women, economic problems, and workplace discrimination against women are evident in society. A woman is often also a mother, so she is denied rights in that field as well and given rights that discriminate against her and eliminate her from regular life and progress, such as the so-called Mothers Act. Montenegrin society establishes the value system for women incorrectly, leading to the consistent implementation of an incorrect gender equality policy. However, the political party from which I draw inspiration, whose vice-president I am, has enacted transformative and indeed progressive and beneficial legislation for the Montenegrin society pertaining to the LGBT population, which gives us a reason to be optimistic. Human rights are inherent and absolute rights that pertain to all individuals without any exceptions.

Innovation from Japan to turn up the heat Arrival of Ploom sparks a new era in Montenegro

Montenegro is the 16th country in the world where adult smokers have the opportunity to indulge in the enhanced and authentic tobacco consumption experience provided by Ploom. As of mid-June, the truly unique, brand-new star among tobacco heating devices Ploom X Advanced with innovative and unique HeatFlow technology perfected in Japan, will be available across the country.

The heated tobacco sticks market in Montenegro is experiencing significant growth, driven by a shift in consumer preferences towards alternative smoking products. Also, Montenegrin consumers are showing a growing preference for modern, stylish, and technologically advanced heated tobacco devices, which often come with customizable features and sleek designs, cater to these preferences.

"Considering that adult smokers are increasingly seeking alternatives to traditional smoking,

JTI has launched a superior and innovative option in the form of the Ploom tobacco heating device. This device is the result of JTI's commitment to meeting consumer needs and keeping up with the latest trends in tobacco consumption. With the Ploom device, we offer a modern solution that combines the most advanced technology with carefully selected tobacco blends. For adult smokers with refined

tastes, this is a very unique and most comparable alternative," said Nemanja Pucarević, Marketing Director at JTI for the Western Balkans, emphasizing that this is a new chapter in the company's operations. He noted that Japanese culture and tradition demand perfection, guaranteeing uncompromising quality when it comes to new technologies, and that Ploom is precisely that – a superior device that guarantees a unique tobacco consumption experience.

The unique tobacco blend specially designed for the Ploom device, combined with innovative technology, ensures that each consumption brings an authentic tobacco taste, without leaving behind smoke and ash. This device, with a

sophisticated design tailored to adult smokers, ensures less tobacco odor compared to existing alternatives and represents a step into the future.

The Ploom device, created from high-quality materials, heats the tobacco to a temperature of 320 degrees Celsius and releases, on average, 90 to 95% fewer harmful substances compared to cigarette smoking*. The HeatFlow technology ensures that tobacco particles do not remain in the device, requiring only minimal cleaning. With its ergonomic shape designed to fit nicely in the palm of adult smokers, Ploom provides an unlimited number of puffs during five minutes of use and an energy capacity that allows up to 20 uses before recharging. Additionally, the device's masks can be changed to match any style with their attractiveness, while a wide range of accessories offers the opportunity to express one's uniqueness.

Ploom will be available in major shopping centers, supermarkets, kiosks and petrol stations across Montenegro, while adult smokers can find all necessary information and order the device and accessories on the website www.me.ploom.com

Ada Bojana – a combination of magic and reality

Montenegro has numerous localities where nature placed its most beautiful signature. From north to south, the scenery takes your breath away. However, a place called Ada Bojana in the southernmost Montenegrin territory preys with its charms.

Named after the Turkish word ada for an island, Ada Bojana is a place in Montenegro that perplexes magic and peculiar reality where the river Bojana meets the Adriatic Sea. The legend says that the island appeared at the end of the XIX century when Trogir merchant Anton Allegretti’s galley Merito ran aground after big storms on return from Skadar in 1858. Before that, there were two small islands. River sediment collected around the sunken ship’s hull and these two islands for years, forming the bank first and the island later. This paradise on Earth spreads over 4.9 square kilometers, with over three kilometers of long beaches

covered in the finest sand, surrounded by the calm waters of the Bojana River. The right arm of the Bojana River separates the island from the 13 km long Ulcinj Long Beach. The nearest places are the village of Štoj and the city of Ulcinj. Enveloped by the slow waters of Bojana on two sides, the island is the most beautiful part of the river’s delta, where the creative power of the waters –the river and the sea into which it flows – meet. Countless years and unimaginable amounts of sand passed through the Bojana’s bed and stopped on the Adriatic Sea waves, forming a triangular island. Ada Bojana is adorned with subtropical and Mediterranean vegetation, with some of Europe’s unique plant and animal species. The island is a favorite tourist destination in the Adriatic and the Mediterranean, partly because of over 240 sunny days a year and the peaceful environment amid isolation from the urban crowd and unforgettable sunsets. The cult film The Beauty

of Sin (1985) by the famous Montenegrin director Živko Nikolić was shot on Ada Bojana. Numerous restaurants with Mediterranean cuisine and fish specialties offer guests top-quality dishes in the unusual ambiance of the terraces overlooking the Bojana River. Fish soup, traditionally prepared on Ada, is hard to find anywhere else in Montenegro.

Due to the strong winds along the coast in summer, Ada Bojana is a favorite destination for wind and kite surfers, gathering many fans

of these sports on Ada’s beaches yearly. Horse riding is also the place’s attraction. Ada also offers a nudist beach, so fans of this type of tourism can freely enjoy all the charms of the sea, far from unwanted attention. Ada Bojana is a must-visit place.

Its uniqueness is mirrored in the movement of the sand deposits caused by sea currents and the Bojana River, which makes Ada and the surrounding beaches different and refreshed every year.

Photo: Marija Stanković

Ljubiša

Bošković, Executive Director at Sistem-mne and co-founder of Obnovljivi izvori energije

Obnovljivi Izvori Energije: At the Crossroad of Technology and Green Energy

Established in 2021, Obnovljivi izvori energije is a collaborative initiative of the companies Sistem-mne and Simes Inženjering. Since its foundation, the company has been committed to the promotion and development of renewable energy projects with a focus on solar and wind energy.

At the core of Obnovljivi izvori energije lies a strategic vision to foster green energy projects. The embodiment of this vision is reflected in the Prediš solar plant, spanning 490 hectares, a monumental project in Cetinje municipality. With an impressive estimated installed capacity of 227.8 MWp (200 MWac), the Prediš plant, valued at 180 million, is a testimony to the Obnovljivi izvori energije’s drive to power Montenegrin energy efficiency

and sustainable future based on renewable energy sources.

Both established over a decade ago, Sistem-mne and Simes Inženjering have a noteworthy list of renewable energy projects in their portfolio.

These two esteemed companies have a history of successful collaboration. Namely, another joint venture, recognized by Luxembourg Alcazar Energy fund, is one more ambitious initiative whose construction is bound to start in 2025 - Bijela wind farm. Projected at 118.8 megawatts, this wind farm will be the largest one in the Balkans, effectively doubling Montenegro’s wind power capacity. This project is pivotal for Europe as well, offering a sustainable source of electricity and reducing the continent's depen-

dence on conventional energy sources.

“We have established “Obnovljivi izvori energije” in 2021 as a collaborative effort between Sistem-mne and our partner Simes Inženjering, two prominent companies in Montenegro, both deeply committed to green energy and sustainability. From the very beginning, our mission was to embrace renewable energy projects and continuously help increase the share of ‘green energy’ in Montenegro and the region. Our goal is to bring the latest and the best technological solutions to Montenegro and apply them in the development of new energy sources that will further reduce the environmental impact of our country and beyond. Our team consists of experienced experts and consul-

tants regarding renewable energy sources, with licences for designing and reviewing technical documentation, implementation and professional supervision over the implementation of projects in the fields of civil engineering, hydro-engineering, mechanical and electrical engineering, as well as architecture”, said Ljubiša Bošković, Executive Director at Sistem-mne and co-founder of Obnovljivi izvori energije.

When it comes to the cooperation between Sistem-mne and Simes Inženjering on the Bijela wind farm project, Bošković points out: “Sistem-mne and Simes Inženjering have a rich history of successful collaboration, and the Bijela wind farm project is by far one of the most significant projects in our portfolio. What makes us exceptionally proud is that this project was recognised by the Luxembourg Alcazar Energy fund, which decided to acquire the rights for one of the largest wind farms in Europe, not just the region. With this ambitious project, we intend to double Montenegro’s wind power capacity. Once the farm is completed, I believe that will mark a crucial step towards eliminating our reliance on traditional energy sources and will place us on all maps for green energy on the continent. In fact, its large capacity for clean energy will reduce Europe’s need for gas even further. Not to mention that it will produce enough power for 20,700 homes while avoiding 260,000 tons of CO 2 emissions annually.”

The success story of Obnovljivi izvori energije not only highlights their achievements but also serves as an inspiration for the entire industry, encouraging positive transformation in the energy sector.

Montenegro celebrated Europe Day

The Light of Europe Day

This year's Europe Day celebrations, organized by the Delegation of the European Union in Montenegro and the European House, in partnership with the Capital City of Podgorica and the University of Montenegro, were dedicated to the theme of light regarding 50 years of the oldest higher education institution in Montenegro. The main activities to mark Europe Day took place at the University of Montenegro and in the building of the Montenegrin Academy of Science and Art. The celebration activities had started a day earlier. Artist Marija Bozovic and her band performed a concert on May 8th, at the Independence Square in Podgorica. It was a gift of the Delegation of the European Union in Montenegro and the European House to the people of Podgorica and to the traditional May Bazaar. Activities to set up the traditional flower carpet at the University Square, near the St. Peter of Cetinje monument, had commenced simultaneously.

A reception was held the next day, on May 9th, at the Montenegrin Academy of Science and Art building. The event was organized by the Head of the Delegation of the European Union in Montenegro, Oana Cristina Popa, and was attended by top state officials, representatives of civil society, media, culture sector, and the business community. At the same time, a retrospective exhibition of works

promised when he addressed the audience at the reception. Milatovic emphasized the urgency of accelerating Montenegro's European path in the context of revitalizing the expansion of the European Union.

by the renowned Montenegrin painter Vojo Stanic was presented at the venue for all guests to enjoy. Ambassador Popa highlighted that Europe Day was being celebrated in the new and elegant building of the Montenegrin Academy of Science and Art, symbolizing the richness of Montenegrin art and the power of education.

“Since I started working in Montenegro, I have always enjoyed nights like this, where we are surrounded by talent and expectance of future successes. Although it may not seem so tonight, EU accession activities are not always so glamorous. There is a lot of work, challenges are complex, deadlines are short, and a lot of patience is needed. However, we must not forget how crucial that work is for building a more righteous and advanced society – a society that will enable its talented young people to grow, learn, and succeed in united Europe,” Popa said.

Ambassador Popa, whose term in Montenegro is ending soon, emphasized the following to the gathered guests: "Fate is not a matter of coincidence; it is a matter of choice; it is not something that needs to be waited for but something that needs to be achieved. The choice of Montenegrin citizens is clear. There is no time to wait anymore; now is the time for work and success!”

It is precisely what the President of Montenegro, Jakov Milatovic,

"I hope that we are now in the end stage of the negotiation process, and despite encountering internal challenges, the collective focus of all social actors remains oriented towards the European horizon. We are especially obliged to keep that focus due to the continued level of support our citizens have for the European path. Research and public opinion polls consistently confirm that over 80% of citizens of Montenegro are supportive of the integration of Montenegro into the EU. This support is not just of a formal character; It is deeply rooted, and it overcomes the political differences," Milatovic said.

The following day, by celebrating the light of knowledge and belief that the young are the driving power of every society, the Delegation of the EU in Montenegro supported a student party organized by the Student Parliament and “Krs” radio in honor of 10 years of their operations. DJ Rolando from Detroit, accompanied by regional artists, had a performance in front of the technical faculties.

On Saturday, May 11th, a central event celebrating Europe Day was held on the promenade of the University campus. The event featured a rich program on the stage designed for all ages. Additionally, a flower carpet was unveiled, along with a fair of embassies, programs, and projects of the EU, the Capital

City, and the University. The flower carpet, inspired by the motifs of Montenegrin craftsmanship, covered an area of 274 square meters and contained around 18 thousand seedlings. After the event, the seedlings were planted in public areas of the Capital. Citizens of Podgorica had the opportunity to interact with representatives of the diplomatic corps and enjoy various activities, including a concert by the children's choir "Zvjezdice" (transl. Stars) and a sand show dedicated to the character of the "Super Fairy Star." The festivities also included an "imaginary city" display, a fashion show, an EU picnic, chess, and football. Simultaneously, the Festival of Lights was being prepared on the same premises.

On the following day, on Sunday, May 12th, Oana Cristina Popa, EU Ambassador to Montenegro, and Vladimir Bozovic, Rector of the University of Montenegro, opened the Festival of Lights in front of the Rectorate. The Rectorate building served as the area for 3D mapping and the light show, along with a mini-concert in the background (DJ set, saxophone, and an electric violin). In the meantime, everybody was able to enjoy the captivating light and shadow shows in the nearby park, with three light devices installed that were made available to the European House by courtesy of the Tourist Organization of Zagreb for organizing the Festival. According to estimates from the European House, over 10 thousand visitors attended all European Day celebration activities.

OANA CRISTINA POPA

Head of the Delegation of the European Union in Montenegro

Photo: Delegation of the European Union in Montenegro

The character and work of Veljko Bulajić

CULTURE

Veljko Bulajić, Montenegrin film director and screenwriter, left an indelible mark on Yugoslav and world cinematography. He was born in 1928, in the village of Vilusi, near Nikšić. At the age of 15, he joined the partisans and the national liberation movement, being wounded twice. Bulajić shaped his career through large film projects that left an imprint on the history of the seventh art.

“Wars pass, they destroy people and societies, and above all - the little man. Eventually, it turns out that nothing made sense except for love and kindness.“

Veljko Bulajić

the World, The Man to Destroy, and High Voltage. Bulajić’s films explored the themes of courage, suffering, and resistance, giving voice to those whose stories were rarely told.

Bulajić’s film productions were often controversial and criticized, but he remained consistent with his vision and convictions. His dedication to art and creating films with powerful

His name is synonymous with epoch-making achievements that marked the 20th century.

He finished high school in Sarajevo, showed interest in cinematography after the war, and enrolled in film directing at the Centro Sperimentale di Cinematografia in Rome. He graduated in 1959 and had been an assistant to great directors such as Federico Fellini and Vittorio de Sica, after which he returned to Yugoslavia. He began his career as a director with two short films: Stone and the Sea and The Wandering Ship (1953).

Best known for directing the monumental film The Battle of Neretva in 1969, Bulajić showed an extraordinary ability to convey epic stories with profound human messages to the screen. The film was also shortlisted for the Academy Award for Best International Feature Film. This film depicts the battle on the Neretva during the Second World War. Its grandiosity and emotional power attracted worlwide attention and admiration.

Apart from The Battle of Neretva, three of Bulajić’s films were nominated for an Academy Award: The Day That Shook

messages has encouraged many artists worldwide.

Veljko Bulajić was former Yugoslavia’s most awarded director. He won the Golden Lion in Venice, the Golden Nymph in Monte Carlo, the San Sebastián and New Delhi directing awards, the gold medal at the Moscow International Film Festival, the international Cidalc Critics’ Awards, the Golden Spike, the best film award in Valladolid, several audience awards and many others. Moreover, in 2016, he received the 13th July Lifetime Achievement AwardMontenegro’s highest national award.

He attributed his films’ worldwide success to his family upbringing and broad approach to people and the world.

Although his career had ups and downs, Veljko Bulajić’s character and work remain indelible in world cinema’s history. His films inspire and remind us of the power of art tin conveying deep emotions and messages that will last forever through generations.

He died in Zagreb (Croatia) on 2 April 2024 at the age of 97.

Ladies First

- 2024Montenegro

Jelena of Savoy – Montenegrin Princess and Queen of Italy

“I see you in my girlish dreams, the city of poetry and love. I feel like your daughter. I love you, second home of my heart! When I see the sea and blue mountains veiled in thick fog, beautiful castles far from my balcony, and newly born sea apparitions, I think of you, beautiful Venice!”

(Jelena of Savoy)

Jelena Petrović Njegoš (Elena del Montenegro or Elena di Savoia in Italian) was the sixth child and the fifth daughter of Montenegrin Prince Nikola and Princess Milena. She was born in Cetinje on 8 January 1873. Prince Nikola decided to have Jelena baptized by the Russian Emperor Alexander II Romanov The emperor accepted the godfathership and authorized the Russian consul from Dubrovnik, Aleksander Yorrin, to come to

Cetinje, baptize her on his behalf and name her Jelena. Princess Jelena spent her childhood and early youth in her native Cetinje. She left the Cetinje court at the age of ten to then Petrograd (St. Petersburg). She was educated at the Smolny Institute, which was organized for princesses and girls from prominent European families. Even then, she showed an extraordinary talent and sense for classical music, literature, painting, and architecture. She very quickly learned to speak several European languages. At the time when Princess Jelena was a twenty-year-old girl, educated and with beautiful manners, her contemporaries described her as “high class, with hair darker than night and the eyes of a wounded doe." While composing verses under the pseudonym Blue Butterfly in cold Petrograd, Princess Jelena had no idea that her girlish heart would find love in Venice only a few years later. Her encounter with the Italian Prince Victor Emmanuel happened on 29 April

"DUE TO HER SELFLESS SACRIFICE, QUEEN JELENA ENJOYED WIDE POPULARITY AMONG ITALIAN CITIZENS, OF WHICH NUMEROUS ITALIAN AND FOREIGN PRESS WROTE."

1895 at the Venice International Art Biennale. Princess Jelena meets Savoy and Italy for the first time, and it becomes her second home. The two young people meet for the second time in Petrograd during the coronation of Nicholas II Romanov as the Emperor of Russia.

Prince Victor Emmanuel and Princess Jelena Petrović got engaged in August 1896 in Cetinje. They had five children: Yolanda, Mafalda, Umberto, Giovanna and Maria

When the 1908 earthquake destroyed the city of Messina, Queen Jelena took it upon herself to be a nurse, caring for evacuating the severely injured. Today, the largest hospital in Naples is called Regina Elena.

A large monument to Queen Jelena was erected in Messina in 1960. Furthermore, one of the most beautiful streets in Rome was named after her. Due to her selfless sacrifice, Queen Jelena enjoyed wide popularity among Italian citizens, of which numerous Italian and foreign press wrote. All major European nations awarded her decorations and recognitions. In the Apennines, she earned the title of Queen Mother. After King Victor Emmanuel III died in 1947, Queen Jelena went to Montpellier, France. She devoted herself to humanitarian work and spent her spare time fishing.

She died and was buried in Montpellier in 1952. A monument to her was erected in Podgorica in 2021.

Mrs. Pejanović – Đurišić, you were the Minister of Defense in the Government of Montenegro from March 2012 to November 2016, during the critical phase of Montenegro’s NATO accession process. You also have extensive ambassadorial experience, including serving as Montenegro’s Ambassador to the United Nations. What is your assessment of Montenegro’s current position in the geopolitical context, and how do the challenges in national and international security that Montenegro faces today differ from those it faced during your tenure as Minister?

During my tenure as Minister of Defense, Montenegro went through the key phases of NATO accession, which represented a significant step towards strengthening our national security and final integration into international security structures. The result of these efforts is a significantly improved overall geopolitical position for Montenegro.

The challenges and threats faced by Western Balkan countries today are, in their essence,

Atlantic Council of Montenegro – An Example of Effective Civil Society Engagement

the same or similar to those of the past. While military aspects of security were becoming less significant, we faced more complex challenges, including hybrid threats, cyber-attacks, and malign foreign influence aimed at destabilizing the region. Sources of those threats remain unchanged – external agents of destabilization, regional challenges including growing interethnic tensions, and internal issues such as organized crime. Precisely these challenges require a comprehensive approach, including Montenegro's cooperation with allies, strengthening institutions, enhancing capacities to combat cyber threats, and bolstering regional ties by addressing outstanding issues. This was indeed the focus during the preparation for our country's NATO membership. In this context, Montenegro's role and the significance of its NATO membership as an active participant in the international community have become crucial for stability, not only within the country but also in the region.

Let’s take a moment to consider your experience as an ambassador to the United Nations. What was your diplomatic cooperation like with representatives of UN member states? What were the key initiatives you took or supported, and what were the biggest challenges you faced during your three-year tenure in New York? Montenegro became the 192nd member of the United Nations shortly after declaring independence. On June 28th of this year, we will celebrate 18 years of our membership in this organization. Since then, diplomatic cooperation with representatives of UN member states has been crucial in promoting Montenegro’s interests. Membership in organizations like the United Nations is of exceptional significance for countries like Montenegro. Firstly, this membership provides us with a platform to promote national interests and strengthen international visibility and influence. It also offers the opportunity to actively participate in global issues important to the entire international community. Additionally, countries like Montenegro gain access to various analyses, data, and insights, enabling us to make better decisions in the national interest. Finally, through active participation in UN bodies, Montenegro can advocate for and promote regional goals, contrib-

uting to stability and prosperity not only in the country but also in the region. During my time as ambassador in New York, I continued the tradition of my predecessors by promoting peace, security, sustainable development, and multilateralism on behalf of Montenegro. In a complex geopolitical landscape, aligning Montenegro's national interests with those of other member states and the UN itself was undoubtedly of higher quality thanks to our strong ties with NATO allies and Montenegro's alignment with EU foreign policy. It allowed us to work towards common goals, including the vital fight against climate change.

In July of this year, the NATO Summit will be held in Washington. Additionally, elections for a new Secretary General of the Alliance are forthcoming. What do you think will be the focus of the Summit, and what challenges do you expect the new Secretary General to face? Will the change in the leadership of the organization have an impact on the transatlantic community?

The upcoming NATO summit in Washington and the election of a new Secretary General are highly significant for the Alliance's future for two main reasons.

This year marks NATO's 75th anniversary, and since the last

Prof. MILICA PEJANOVIĆ – ĐURIŠIĆ, PhD

Chairwoman of the Board of Directors of the Atlantic Council of Montenegro

SOURCES OF THOSE THREATS REMAIN UNCHANGED –EXTERNAL AGENTS OF DESTABILIZATION, REGIONAL CHALLENGES INCLUDING GROWING INTERETHNIC TENSIONS, AND INTERNAL ISSUES SUCH AS ORGANIZED CRIME.

summit in Lithuania, Sweden has become a new member. Additionally, it has been two years since the start of the war in Ukraine. These factors create an expectation for the leaders of NATO member states to demonstrate strong unity within the Alliance and to continue offering robust support for Ukraine. Ukraine is engaged in a crucial conflict with Russia and is striving to uphold transatlantic values in Europe. However, with the upcoming elections in Europe and the United States, the new Secretary General of the Alliance may face a series of challenges. These challenges, if successfully overcome, will maintain strong cooperation and understanding among the members. In essence, the new Secretary General is expected to uphold unity among the allies, enhance the efficiency of the Alliance, and effectively lead the organization through political, military, and technological changes and adaptations.

What is positive is the fact that during the previous turbulent period, European members increased their investments in defence, with more than half of the members now spending at least 2 percent of their GDP for this purpose. It is realistic to expect that this summit will also be an opportunity to strengthen transatlantic relations, as support from the US remains crucial for defending Europe from external threats and strengthening these relations will indeed be one of the key tasks for the new Secretary General. Whatever the case may be, according to the current Secretary General Stoltenberg, the Summit will be an opportunity for NATO to plan its next 75 years.

You are currently serving as Chairwoman of the Board of Directors of the Atlantic Council of Montenegro, an organization that was established back in 2006. Can you tell us more about the role of your organization in strengthening democracy, stability, and security in the country and the region? What are the key

activities of the Atlantic Council of Montenegro?

One of our organization's main activities is to raise awareness among the local public about the importance of Montenegro's NATO membership and the benefits it brings to our country and its citizens. We achieve this through public events, campaigns, and partnerships with relevant international and domestic organizations, informing citizens about security challenges and the role that NATO plays in preserving peace and stability. Additionally, we aim to contribute to the creation of public policies in the field of security, focusing on building national capacities essential for fulfilling the functions derived from the Constitution and laws, as well as membership in the NATO Alliance.

The Atlantic Council of Montenegro also organizes the 2BS Forum (To Be Secure Forum), the leading political-security conference in the Western Balkans and one of the most significant gatherings of its kind in Southeastern Europe. Over the past 13 years, the 2BS Forum has become an essential platform for dialogue and idea exchange among government representatives, non-governmental organizations, the academic community, and security experts. Furthermore, the Atlantic Council of Montenegro actively supports and participates in projects on topics such as cybersecurity, counterterrorism, and the training of young leaders in the fields of security and defense. Through the Digital Forensic Center (DFC), the first digital center of its kind in the Western Balkans, we are dedicated to combating disinformation, fake news, and propaganda campaigns aimed at destabilizing democratic processes and institutions in Montenegro. By implementing these concrete activities, the Atlantic Council of Montenegro has been contributing to the promotion of stability, capacity-building, and strengthening international cooperation since its establishment shortly after the restoration of Monte-

negro's independence. I believe that our initiatives represent an example of effective civil society engagement in supporting security reforms and promoting transatlantic values.

How do you think the security policies you implemented as Minister and promoted as president of the Atlantic Council of Montenegro contribute to creating a favorable business environment and attracting investments in Montenegro?

that attracts investors.

The security policies we implemented during that period, which the Atlantic Council of Montenegro has been promoting since its establishment, play a key role in creating a favorable business environment and attracting foreign investments to Montenegro. A stable and secure environment is a fundamental prerequisite for economic development and investments, and through collaboration with partners such as NATO, Montenegro creates the stability and predictability essential for investors.

Membership in the Alliance, therefore, provides additional security and confidence to investors, demonstrating that Montenegro is part of a broader security community and is committed to preserving peace and stability. Furthermore, participation in international initiatives aimed at strengthening regional cooperation contributes to creating a favorable business environment by reducing the risk of conflict and improving the climate of trust among states, as one of the most common prerequisites for attracting foreign investors and corporations is the possibility of their regional presence. Finally, investors value transparency and the rule of law. The reforms implemented in the period leading up to NATO accession, and especially the reforms carried out in the process of EU accession, through strengthening institutions and combating corruption, ensure legal security and a stable business environment

Unfortunately, although Montenegro had the opportunity to capitalize on investment opportunities arising from NATO membership, this did not happen to the extent we expected, primarily due to the inertia of institutions and all those actors who were expected to continue promoting NATO values even after joining the Alliance. Joining the Alliance was not the end but the beginning of that journey, and many opportunities were missed in that regard.

Additionally, our country faced various challenges in recent years, which partially slowed down economic development and investment attraction. The COVID-19 pandemic had a significant impact on the global economy, including Montenegro’s, thereby somewhat reducing investment opportunities. Also, geostrategic hotspots in the region, as well as political instability in some parts of the Balkans, could have acted as cautionary factors for potential investors. Although we have not progressed as expected, if the Government and competent ministries make new efforts to promote our NATO membership and invest in infrastructure, education, and other key sectors, we can once again rally around that initial common goal of creating a prosperous and secure society. Through the continuous promotion of our country as a reliable partner and attractive investment destination, there is plenty of room to make better opportunities and seize the ones that arise..

Ivana Lukić, Executive level Yachts Broker

Montenegro is the most valuable jewel in Mediterranean

Ivana Lukić, Executive level Yachts Broker, has held director positions in the international and regional companies – Belgrade Waterfront, Ericsson Mobile, Oriflame HO, Azimut Yachts, and Dukley Gardens for over twenty years. During this period, she was a director in leading real estate projects in Serbia and Montenegro for twelwe years. She completed her undergraduate and Master’s studies in International Business at the prestigious American University in Madrid. For Diplomacy & Commerce Montenegro magazine, she speaks from her new position in the yachts brokerage business about the nautical world in the context of enriching Montenegro’s tourist offer. Not hiding her particular emotion towards Montenegro, she points out that the Montenegrin market is extraordinary for all nautical lovers, but it has yet to reach its zenith. Announcing a new phase in the nautical industry through company to be established, Premium Yachting Montenegro, Lukić presents us with an exciting story through innovation, luxury, and the irresistible attraction of the Montenegrin coast.

As the one of the first creators of the Dukley Gardens project, you cooperated in Montenegro with Neil Emilfarb, the CEO of the Stratex Group. In addition, you worked on the Montenegrin coast for almost ten years as a representative of the Azimut Yachts. The word “Azimuth” is of Arabic origin, meaning the angle of the meridian and the direction of movement of the ship. How do you observe the business experiences in the Montenegrin market?

As a representative of the Azimut Benetti shipyard for Serbia and Montenegro since 2005, I had the opportunity to discover Montenegro from a slightly different perspective through the needs of my clients and their lives and stays on luxury yachts. It was a time when wide-hearted Montenegro alternately offered its beauty and history, landscapes, and unique experiences of its contrasts. However, it still lacked the conditions to provide an adequate marina to receive the mega yachts of the global and domestic elite. Still, it had something other destinations

EACH TIME I STEP ON MONTENEGRIN SOIL, MY EYES OPEN TO MORE IDEAS, OPPORTUNITIES, AND IMPROVEMENTS.

could not offer – Durmitor and Kolašin’s proximity to the sea, the uniqueness of Ada Bojana and the vividness of Ulcinj, the unique pearl of Sveti Stefan, the cultural capital of Kotor, the old olive groves of Bar, the Bay of Kotor, Ostrog, the heart of the city of Budva and a spectrum of other breathtaking non-nautical content.

After representing Azimut Benetti shipyard for Serbia and Montenegro for the first seven years, you established the company Azimut Yachts Montenegro in Porto Montenegro. It has been successfully operating for twelve years now through Azimut Yachts partner in charge of several global markets, including Montenegro.

That is correct! During that period, I also met Neil Emilfarb, a man with whom I shared and still share the same values, interests, and goals. The most vital thing connecting us to this day is our love for Montenegro and the need to leave behind something that would enrich it, give rather than take from it, and convey to it parts of our most beautiful vision and a part of ourselves through our work. That is exactly what has brought the biggest American private investment to Montenegro. Upon significant preparations regarding the Zavala project, which was then abandoned and unfinished, we embarked on a kind of adventure, driven by our passions to restore this pearl on the peninsula, enrich it with vegetation, provide the highest level of service, and, together through the Budva marina, completed the offer for high-end clients, luxury unit plus berth . Those were years of hard work and challenges, but we never considered giving up. We were guided by the love for every Montenegrin resident, visitor, and the stone of Montenegro. We rebuilt the buried tunnel to Bečići, built many children’s playgrounds in the city, brought in world-famous stars from show business, and provided Budva with what it was missing to meet the expectations of high-

end clients. We gave the Budva Riviera a project accommodating the most demanding guest and convincing any potential investor that they have made the rights choice. That is how we built Dukley, today’s symbol of construction highest quality and offer.

Your work experience and education are focused on business and investments. How do you see Montenegro as a focus destination in the VIP offer, and why?

I believe that Montenegro is the most valuable jewel in Mediterranean. At Dukley, we called it the New Mediterranean. Each time I step on Montenegrin soil, my eyes open to more ideas, opportunities, and improvements, either because of my local roots or my love for it, which creates in me a unique perspective.

It isn’t easy to please wealthy visitors to Montenegro who have been to many high-end, attractive, and expensive destinations. How can Montenegro attract, keep, and bring these tourists back?

I believe that Montenegro is precisely what the world elite needs at the moment. It indeed has much to offer to the most demanding tourist or an investor, primarily through the Dukley Dreams, Luštica Bay, Mamula, Portonovi, Dukley Kolašin projects, and Porto Montenegro. Considering that they offer the highest accommodation standard in the world, I see these and other projects as the base for high-end tourists and potential investors. Conversely, beyond the places mentioned above, Montenegro offers a unique and authentic wealth of natural and historical beauty, possessing indestructible and centuries old, what today’s wealthiest people in the world and businesses clamor for. It is not so hard to build resorts and provide services to a narrow circle of users, but you cannot artificially structure a “soul” of a destination! It is made up of turbulent history, buildings, and the spirit of its people. Montenegro’s attractiveness for new

investments includes its wealth of non-boarding content, geographical location, untapped natural beauty, and the Government’s economic programs to attract foreign investors.

Your return to yachting will be through the new company Premium Yachting Montenegro, which supports Azimut customers from Serbia and Slovenia but, as an exclusive representative for Montenegro, sells brands such as Pirelli, Windi, Solaris, Mimi, Lomac and others. What can we expect from your company, especially regarding innovations in the nautical industry?

Nautics and Montenegro are my two loves! It was just a matter of the moment I would return to them. What has changed throughout the years of experience are the client's needs. With yachts and mega yachts, Montenegro has many luxury resorts constructed today where our clients own branded residences or they stay in high-end hotels. Their daily stay on the Montenegrin coast for those who posses luxury residences, no longer requires a yacht, but top quality and performance day boats and dinghies. We recognized this fact with our partner from Croatia, Navis Marine, the owner of the largest fleet of boats of renowned brands we represent, and decided to provide Montenegro with the offer it lacks. The new favorite toys of the world and domestic elites, that meet all their needs for a stay on the Montenegrin coast are smaller ships, yachts, boats, speedboats, and dinghies. We plan to introduce various brands to Montenegro so everyone can find an adequate vessel.

We offer Wider Yachts for catamaran lovers. For high-performance inflatables, we offer Pirelli and Solaris. For masterpiece speedboat lovers, we have Windy, while we plan to provide Mimi for lovers of traditional design but top technologies. Of course, our main brand for yachts remains Azimut Benetti and for markets Serbia, Croatia and Slovenia, together with our Croatian partner, we keep leading market share in sold yachts in the Region.

I am happy of re-entering Montenegro market, enriching it with new products and support. It will now be possible to make each nautical dream a reality!

Jelena Šćepanović, entrepreneur

Facing Success: On Challenges and Visions in the Business World

Jelena Šćepanović, an entrepreneur, was an interlocutor for the Diplomacy & Commerce Montenegro magazine. Not only does Šćepanović define the standards of the hospitality industry in Montenegro with her business ventures, but she also sets new boundaries for sustainable tourism and entrepreneurship. With a mission to bring innovation and improvement to the hospitality sector, Jelena Šćepanović has founded several successful restaurants, including "Verige 65" and "NOA," as well as the eco-village "Nevidio." Besides being an entrepreneur, our interlocutor is also a visionary who constantly strives for improvement and innovation in her business ventures.

Restaurants “Verige 65” and “NOA," as well as the eco-village "Nevidio," are just a part of the business ventures under your signature. How did you start your entrepreneurial journey, and were there any obstacles you had to overcome along the way? My entrepreneurial journey began earlier, at the age of 25, and was not related to hospitality. In fact, I was a pioneer in the Montenegro market regarding POS terminals for paying for various services. I remember entering the business world with a lot of enthusiasm, dedication, and passion, applying my extensive university knowledge in practice. Later, intrigued by the hospitality profession and with an infallible intuition that I could push boundaries in this area, I opened our first restaurant, "VERIGE 65," with my brother Aleksandar. I believe that every beginning is difficult because it carries uncertainty, entering into something completely new, a bunch of administrative things that complicate the whole process, and finding the staff who will implement your vision and ideas into action. However, as in life, every obstacle and its overcoming is proving oneself in the business

world, testing your strength and perseverance, strengthening self-confidence, and empowering your business reputation for all future projects and ventures. My business success is measured by the number of challenges and problems I have faced and overcome, which is why, today, when entering any new project, I do not feel fear but confidence and security in my assessments and decisions.

Trends in hospitality and tourism, in general, are changing faster and more than ever before. In your opinion, what are the key traits or skills that you consider necessary for success in the business world, especially as an entrepreneur?

I believe you must be a visionary, and it is imperative to desire to

create and continuously improve your business. What makes me different is my curious spirit, which constantly listens to trends and innovations and implements them, thereby pushing boundaries in the field of hospitality. Lastly, the equally important skill is choosing the right people and managing your team.

For decades, tourism has been the most important economic activity in Montenegro. However, in which direction should the development of tourism in Montenegro continue, especially in the north of the country? Where do we stand in relation to the world? Tourism is the most important economic branch in Montenegro, and I believe that it will continue to be so in the coming decades. However, in terms of a tourist

destination, I am of the opinion that we still do not have a clearly defined direction. I would even dare say that the north of Montenegro has a more straightforward strategy than the coast. I believe that before setting a course, we need to see what we have at our disposal. When I say that, I mean people and workforce, infrastructure, and knowledge about tourism and marketing. So, we must go step by step, primarily to solve the big problem of the workforce. At the moment, I believe that 40 - 50% of the workforce is missing for this season, so the tourist offer cannot be at the level of leading world destinations that Montenegro is striving for. In the north, that percentage is much higher, but tourists are a little more understanding than on the coast, so this challenging situation is balanced. When it comes to infrastructure, you can indeed be the most beautiful destination in the world, but if it's not easy and cheap to get there, guests will definitely choose another destination. The fact is that when you travel, you make sure that part of your trip is the cheapest and fastest so that you can leave more money for the hotel and more time for rest and visiting the destination. The third essential item is the marketing of a country as a tourist destination. Without proper marketing, it's like winking in the dark. As someone who graduated in marketing, I will say that we are trotting heavily after many European destinations. You can see it best through the example of our neighbors, the city of Dubrovnik, which is practically on the border with Montenegro, and in terms of marketing, it seems like it is thousands of kilometers away from us. Finally, when hospitality and tourism are already the most important sources of income for our country, then we must devote much more time to the education and training of personnel in the hospitality industry.

JELENA ŠĆEPANOVIĆ Entrepreneur

How do you face the competition in your industry, and what strategies do you use to maintain your business's competitiveness? It might sound unusual, but I don't look at people from the industry as competitors but as colleagues who, together with us, will raise the quality of hospitality in a place, city, or country, from which we will all benefit together. We have had such a business policy since the moment we opened our first restaurant, "Verige65" in Kostanjica, and when following our example, many people opened hotels and restaurants. We have achieved

eterias, and pastry shops. Now, in the multitude of other restaurants that have opened near us, we are doing just as well as when we were alone, only with many more tourists because that part of the city has become more prominent. Our strategy for a successful business is the consistency of our style and the uniqueness of the offer, listening to the market, and constant improvement, thus dictating trends. These are restaurants that convey a particular story and idea to you, concepts that are not copied but very personal, carefully and lovingly thought out. I believe that this is

WOMEN ARE INTUITIVE AND SPONTANEOUS BEINGS, AND IF THEY FEEL THE NEED TO VENTURE INTO BUSINESS, THEY SHOULD DO SO.

friendly and good neighborly relations with everyone, thus raising the level of hospitality in that part of the Bay of Kotor. The same happened with the Bistro & Bar "Kantina65", which was opened in the heart of Herceg Novi at a time when the city center was entirely forgotten. Our vision, aside from making a profit, was to return the former, well-deserved splendor to the city center by investing in the surroundings of our restaurant. By raising the attractiveness of the place where we do business, we empowered others to open restaurants, caf-

precisely what guests notice and what they always return to. And finally, indispensable marketing, with a special emphasis on social networks, to which we pay special attention. What guidance or advice would you give to young women who want to start their business venture?

Women are intuitive and spontaneous beings, and if they feel the need to venture into business, they should do so. My advice is not to stay in the comfort zone because nothing significant or grand has ever come from it. As long as you are in the comfort zone, you are outside the progress zone. Do not be afraid to express yourself, your talent, and your entrepreneurial spirit. Everything approached thoroughly, dedicatedly, and with love must yield results.

How do you see the role of women in entrepreneurship, and what obstacles or discrimination still need to be overcome to promote equality in the business world?

I believe that women in entrepreneurship occupy a larger and more critical role than ever before. Their strength is reflected in the fact that they bring to entrepreneurship what it lacked - feminine energy, thereby building a society that is stronger and safer for themselves and other women. It paves the way for women's economic independence, which is perhaps vital today. Women before us fought for

many rights that we enjoy today, and now it is our time to fight for economic equality. The women I am surrounded by achieve this in a way that is inherent in us – empathically, with understanding, and with strong negotiation skills. Women today hold important positions, are ready to take risks and participate equally in business, balancing it with their private lives, which is a great challenge. As a result, the entire economy becomes an environment that understands women, one that will nurture their empathy and use it to the best advantage for the economy and its progress. When we talk about discrimination, it is perhaps most reflected in some traditional values that are, especially in Montenegro, inherited and often have no foundation in the modern life of women and, in my opinion, can be linked to a lack of education. The women I am surrounded by prove the opposite and, by personal example, change traditional views, becoming the most sought-after partners and employers of their male colleagues. I believe that personal example and direct education are the most successful ways to bring about changes in society and the economy. Montenegro is a society that is unique in itself, and changes are challenging to adopt, but precisely because of that, it is also a safe society and environment.

We live in a digital era. How do technological innovations and digital transformation affect your business and your approach to the market?

We live in an era that is more challenging than ever in terms of technological innovations and generally digitalization, so much so that the boundary between real and virtual life is somewhat lost, and innovations, to some extent, lose their authentic and original purpose. Of course, all this is additionally challenging in environments like Montenegro, which has relatively late gone through the transition process, and thus through all other processes that have already taken hold, especially in Northern Europe. We strive to implement all technological innovations in such a way that they enable us to protect the environment in the best possible way while still re-

taining what is characteristic of our society. Here, I particularly refer to "Eco Village Nevidio," which is located in a rural environment that will soon operate sustainably thanks to certain technological innovations, yet the spirit of the times of our villages that marked our childhood has not been lost. Digitalization, which we primarily associate with digital media and marketing, certainly facilitates promotion and communication with potential guests. The traditional understanding of marketing has changed and requires us to constantly learn new skills, which personally does not pose a problem for me as I am someone who truly loves to learn and upgrade my knowledge and skills.

What are your plans and visions for the future of your business, and how do you see your company's further development in light of changing market conditions? First and foremost, I work daily on maintaining the quality of service in our hotel and all of our restaurants, which guests have come to expect and which I've noticed is the hardest to achieve in Montenegro. Regarding the eco-village Nevidio, we continue in the direction of ecological sustainability and all that it entails. This season, we will also be a location with electric charging for cars, as well as a point where visitors can purchase local Montenegrin products in our village store. Later, we plan to equip an accommodation unit for the workforce, which will solve the significant problem of finding it in the north of Montenegro. After opening the Bistro & Bar "Kantina65" in Herceg Novi, I decided to continue expanding this concept with slight modifications in the form of a self-service restaurant like the newly opened one in Djenovići, which quickly became a favorite spot for locals and tourists. The "NOA" restaurant in Portonovi has already become a recognizable brand that is ready for expansion to other cities and countries. In addition to all this, the fleet of speedboats, "Taxi boat65," is growing, providing tourist transportation services by water in the Bay of Kotor. The next project we have been working on in recent months is related to confectionery, and I believe it will be a breath of fresh air in the market.

Interview with Biljana Braithwaite, CEO and Founding Partner at Sustineri Partners, founder of ESG Adria Summit

Adria region embraces ESG standards: energy transition and innovation key for sustainable future

The ESG Adria Summit 2024, held in Tivat, Montenegro from April 24th to 26th, successfully concluded its two-day agenda, leaving attendees enriched with insights on sustainable practices and technological innovations aimed at a sustainable future. This major regional conference, in its second consecutive year, was organized by Sustineri Partners, in partnership with the Government of Montenegro and under the auspices of the President of Montenegro, at Porto Montenegro in Tivat.

The goal of this Summit was to take a broader view of the challenges of sustainability and to contribute to the strengthening of national economies and regional cooperation through the exchange of expert opinions and business experiences of notable personalities. More than 600 participants from 250 companies and organizations had the opportunity to listen to over 100 panelists, including President of Montenegro, Jakov Milatovic, President of Republic of Slovenia, Natasa Pirc Musar, Federica Mogherini, Rector of College of Europe, Dunja Mijatovic, Human Rights Expert, Former Commissioner for the Human Rights, Council of Europe, government representatives, renowned business leaders, professors, and representatives of various international organizations, who presented their views and discussed ESG principles from various angles. We talked about ESG Adria Summit and some of the highlights from the Summit,

with Biljana Braithwaite , CEO and Founding Partner at Sustineri Partners, founder of ESG Adria Summit.

How does the strategic expansion of this year's summit to include the Adriatic area, specifically Croatia and Slovenia, impact the summit's focus and objectives? What factors are driving the shift towards sustainability in investment trends, and how are these influences shaping business practices and market dynamics in Europe?

This year marks a watershed moment for our summit as we extend our reach beyond the Western Balkans to embrace the dynamic Adriatic area, including Croatia and Slovenia. This strategic expansion not only deepens our engagement with crucial themes such as sustainable finance, the green transition, significant regional investments, and the burgeoning fields of artificial intelligence and startup development, but also opens new horizons of possibilities.

By casting a wider net, we are not only responding to the increased interest in ESG across the region but are also positioning ourselves at the forefront of the broader dialogue on sustainability. These areas are crucial for advancing not just regional but also global prosperity through innovative and sustainable practices.

Investment trends indicate a marked shift towards sustainability, with asset owners integrating ESG factors as core components of risk management

BILJANA BRAITHWAITE CEO and Founding Partner at Sustineri Partners, founder of ESG Adria Summit

and long-term value creation. This is propelled not only by regulatory pressures, such as those from the EU's Action Plan on Financing Sustainable Growth, but also by a growing recognition of the financial benefits of sustainable practices. Companies with strong ESG profiles are proving to be less risky and more profitable: in plain terms, ESG is good for business.

Regulatory developments also play a significant role, particularly here in Europe. The past decade has seen a surge in sustainability-related initiatives, from the Paris Agreement to the Sustainable Development Goals, now being transposed into national laws. These regulations guide businesses towards more sustainable practices. Moreover, reputation and consumer preferences are becoming increasingly influential. Today’s consumers and workforce, particularly younger generations, favour companies that demonstrate ethical practices and sustainability, aligning market demands with ESG principles. Nowhere is this more the case than in Europe. To use a metaphor, the dynamo of our regional transition can only be powered by renewable energy and sustainable financing. Transformation of our businesses to grasp the opportunities from EU near-shoring to foreign direct investments can only come from within. It is challenging but not impossible.

The green economy (based on low carbon emissions, re -

INVESTMENT TRENDS INDICATE A MARKED SHIFT TOWARDS SUSTAINABILITY, WITH ASSET OWNERS INTEGRATING ESG FACTORS AS CORE COMPONENTS OF RISK MANAGEMENT AND LONG-TERM VALUE CREATION.

source-efficient and socially inclusive) is recognized as one of the key directions for achieving strategic goals in the areas of climate change mitigation, resource efficiency, the introduction of circular economy principles, as well as the general growth of Western Balkans` competitiveness, but also economy of the countries of the region. In addition, circular economy and the fight against air, water and soil pollution, i.e. preservation of biodiversity, are increasingly important in the discussions that took place.

The ESG Adria Summit also provided a platform for constructive dialogue on the key challenges that prevent direct foreign investment in the region, especially those that are of long-term interest to the region and citizens. One of the key steps recognized is the importance of establishing a functional mechanism of intersectoral coordination, especially when it comes to decarbonization and achieving the goals of the Green Agenda for the Western Balkans. Clearly defining roles and responsibilities in the process of implementing the Green Agenda, as well as adapting the legal framework to international tenants, play a significant role

endeavour. In the past year we have, in partnership with many of you in this room, we have set up WOBA as non for profit which ran activities throughout the region, with well over 1000 women joining our events so far, 14 institutional and corporate partnerships and 40 highly motivated leaders and ambassadors from throughout the region who engage with legislators and business to advance gender equality agenda.

in improving regional competitiveness on the global market. In addition, it is important to recognize and enable a greater role of local communities and civil society in all activities, and to implement their specific recommendations for decarbonization, circular economy, biodiversity protection and the fight against pollution. All these measures will strengthen the Adria region on the way to the implementation of ESG principles, creating an opportunity for growth and greater competitiveness on the global market, which in the long term will bring significant benefits to both economic growth and society as a whole.

ESG Adria Summit is recognized as a place where partnerships are built, where some of the regional initiatives are launched. What are the initiatives launched at this year`s ESG Adria Summit?

Last year, we have launched one of the biggest regional initiative with the goal to increase representation of women in leadership positions and in boards in companies in Adria region and to The Women on Boards Adria (WOBA) initiative, launched at our inaugural summit, exemplifies the power of collective

Our focus is on fostering collaboration and driving change. The challenges we face are interconnected, requiring a unified approach that harnesses the collective power of our networks, expertise, and passion for change. This year, at the ESG Adria Summit, we have announced three new initiatives that hold exciting promise of further advancing sustainability: We have launch a framework for cooperation with WB6 CIF (Chamber investment forum), which brings together chambers’ of commerce of Albania, Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia and Serbia, dedicated to supporting companies in the region in aligning their business strategies with the ESG agenda.

We are launching a comprehensive ESG training program and certification for mid-career professionals in collaboration with FEFA Faculty in Belgrade, European University in Tirana and Economic Faculty in Rijeka, with the first cohort starting in the autumn this year.

Third, we will launch regional ESG Adria Talks to raise awareness about ESG and push further the sustainability agenda in the Adria region.

Finally, in collaboration with Universal Capital Bank, at the Summit, we have launched our new NextGen Programme. This is a particular highlight of the Summit, highlighting the importance of innovation and youth involvement in creating and developing ESG agenda. It will recognise some of the most impressive young leaders from across our Adria region, and empower them to contribute their innovative ideas and perspectives directly to our discussions on ESG standards.

Five Group is a young Montenegrin brand that strives to integrate various segments through its operations and business activities. The main focus is on the science and innovation sector, interconnected with the IT industry, through which the company sees great potential for the development of both its own business and a significant part of the environment for the development of society itself.

How does Five Group manage to integrate various fields such as information technology, gaming, science, innovation, VR & AR tech-

Ivan Šoć, Founder of Five Group

Five Group - through innovation to progress

nologies, and artificial intelligence into a coherent business model?

The wide range of different fields we cover represents the main pillar of our business because we possess knowledge and experience from various industries to fully meet the needs of multiple markets. In the IT domain, our focus is on applying innovative solutions to enhance business processes. In the sphere of science and innovation, we are constantly exploring the possibilities of applying advanced technologies. In recent years, we have paid great attention to artificial intelligence and machine learning, technologies that significantly form the core of our software solutions. When it comes to gaming, it plays a special role in our ecosystem because many of our innovative solutions come from this field, which always follows the most current technologies.

You often support young scientists and organizations in the fields of IT, robotics, science, and innovation. How do you see the future development of these fields in our country through young generations?

Supporting young people is crucial for the future success of any company, but also for society itself. Young people bring new energy, perspective, and creativity, which are essential for innovation and progress. We recognize the importance of this and actively work on creating an environment where young people can thrive and contribute to the development of businesses to a higher level. We believe that young people are key drivers of innovation and change, and that is why we are determined to support their development and contribute to the community we all share. What impact do you expect your support for scientific, technolog-

ical, and innovative initiatives to have on the development of the IT industry and society in Montenegro in the coming period?

Our support for scientific, technological, and innovative initiatives aims to maximally contribute to the development of the IT industry in Montenegro. We promote and implement advanced software solutions, but it is crucial that as a society we understand the enormous potential this sector can have for our country. We advocate for Montenegro to be more oriented towards an export-oriented market in the software field because we believe we have the capacity to offer competitive and high-quality solutions on a global level. This would not only enhance the IT sector itself but also contribute to overall economic development, as it could become one of the main pillars of our economy.

"Young people bring new energy, perspective, and creativity, which are essential for innovation and progress."

Photo: Sustineri Partners