InFocus France

France 2020

FRANCE & SERBIA

FRIENDS AND PARTNERS

H.E. JEANLOUIS FALCONI Ambassador of France to Serbia

DRAGOLJUB DAMLJANOVIĆ

SANJA IVANIĆ

Chairman of the Managing Board of the FrenchSerbian Chamber of Commerce

General Director of the French-Serbian Chamber of Commerce

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France 2020

TANJA BANKOVIĆ Editor in Chief

tanja.bankovic@color.rs

SANJA ŠOJIĆ Journalist

sanja.sojic@color.rs

ILIJA PETROVIĆ INDIGOCHILD” Art director

indigochild.ilija@gmail.com

NATAŠA NEŠIĆ

Advertising director natasa.nesic@color.rs

JOVANA MARKOVIĆ Advertising manager

jovana.markovic@color.rs

JELENA RANDJELOVIĆ Advertising manager

jelena.randjelovic@color.rs

DRAGANA RADOVIĆ Advertising manager

dragana.radovic@color.rs

RUŽA VELJOVIĆ Magazine director

ruza.ristanovic@color.rs

ROBERT ČOBAN Director

robert.coban@color.rs

Photos

GORAN ZLATKOVIĆ GETTY IMAGES Translation

SNEŽANA BJELOTOMIĆ Print

ZLATNA KNJIGA Jagodina, Bagrdanski put bb

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SERBIA HAS ITS PLACE IN THE EU

H.E. Jean-Louis Falconi

Ambassador of France to Serbia

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ON THE GOOD PATH

Dragoljub Damljanović

Chairman of the Managing Board of the French-Serbian Chamber of Commerce

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GREAT POTENTIAL Sanja Ivanić

General Director of the French-Serbian Chamber of Commerce

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SUSTAINABILITY AND ENERGY EFFICIENCY ARE IMPERATIVES OF TODAY'S BUSINESS Dejan Marković

Managing Director of Schneider Electric Serbia doo

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LEADERS IN FINANCING OF AGRICULTURE

Carlos de Cordoue

CEO Credit Agricole Serbia

THE PEKARIJADA BAKING 20 COMPETITION IS THE CROWN OF OUR ACTIVITIES Miodrag Jelić

General Manager of Lesaffre Serbia, Romania, Moldova and Bulgaria

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GREAT SUCCESS COMES WITH GREAT SUPPORT

Edward Tonchew

Managing Partner Boyden West Balkans

AN INCREDIBLE STORY ABOUT 32 A CHEESE HIDING BEHIND A PASSENGER SHIP Mlekoprodukt

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T HE OLDEST BRIDGE Ironically, the oldest bridge in Paris is named the “Pont Neuf”, which means “new bridge”.

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T HE MOST VISITED MUSEUM

The Louvre Museum in Paris is consistently the most visited museum in the world. Over 9 million visitors go through their doors annually.

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Depending on the source, there are between 350 and 450 different types of French cheese. There are also many varieties of each type, leading some to claim that there are 1,000 types of French cheese.

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GRAND SLAM

One of the four “Grand Slam” events in tennis, the French Open is held each year in Paris.

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WEDDING

The tradition of wearing a white dress for wedding days originated in France back in 1499.

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THE CITY OF LIGHT

Paris is often referred to as “The City Of Light”. Some say this is because of the leading role it took in the Age of Enlightenment. Others say it is because Paris was among the very first cities in Europe to install gas lights along its streets..

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SPARKLING WINE

Champagne comes exclusively from the Champagne region of France. If it doesn’t come from there, it is simply referred to as a “sparkling wine”.

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FLAG

The current French flag is known as the Tricolor for its blue, white and red stripes. It was created as part of the French Revolution in 1794.

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INT E RV I E W

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SERBIA HAS ITS PLACE IN THE EU H.E. JEAN-LOUIS FALCONI Ambassador of France to Serbia

E. Jean-Louis FALCONI came to Serbia in September 2019.

In the interview for InFocus France, H.E. Jean-Louis talks about the first imprint, political and economic cooperation, the position of Serbia in the international community and many other topics.

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How much did you know about our country before you came here? How do you feel about Serbia today?  I did come to Serbia in September 2019 and am quite new to the Balkans and Serbia in particular, though I did have

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My impressions of Serbia are excellent: I felt welcome from the first day, met with the authorities of course, but also with several opposition parties, various civil society stakeholders, French and Serbian businesses, cultural figures

knowledge on the country and its institutions while serving in EU institutions and in UN multilateral entities, for more than 20 years. This region has always been of strong interest and commitment for the EU. In my capacity of Director of EU ex-

SINCE MY ARRIVAL, I PERCEIVED A MAJOR POLARIZATION OF PUBLIC OPINIONS

ternal relations in the Ministry of Foreign affairs in Paris in 2002, I was in charge of the preparation of the Thessaloniki summit. My impressions of Serbia are excellent: I felt welcome from the first day, met with the authorities of course, but also with several opposition parties, various civil society stakeholders, French and Serbian businesses, cultural figures.

I travelled several times to Nis and Novi Sad, but also to various other cities, such as Pirot, Kragujevac, ZajaÄ?ar, and many more to come. I was positively surprised by the readiness of people to speak and open up, in a warm and outgoing way.

At the same time, I’ve dug into quite a lot of complexities, of a country which has a rich history - that’s the case, to some extent, of all the countries in the world - but also a country that went to many hardships, including until recently. I feel that it is still vivid in the minds. The sacrifice of the Serbian people was immense, during the first and second world wars.

The tragedies of the 1990’s and 2000’s are not far behind either. I’ve quickly come to understand the “brotherhood of arms” of French and Serbian soldiers in the 1st world war was not just an expression of friendship. It still encompasses a stringent reality for the children of these heroes, who speak about it with tangible emotion.

President Macron visited Serbia in July.

How important is this event and what are the concrete results of the meetings he had in Serbia?  This visit of President Emmanuel Macron was the first of the kind in 18 years. It was high time to do so, considering the importance of Serbia for France.

It is one of the closest neighboring countries to the European Union, developing at a steady speed, and which also has important challenges to tackle. France and the EU cannot afford not investing in the region. It’s important to keep in mind that the EU is the first economic investor in Serbia, and by far its greatest trade partner. This should be supported by strong political ties. This visit coincides with a new strategy of France in the Balkans, a working document which was published in April 2019. This strategy, calls inter alia for more political-level contacts. The presidential visit was one of them, but so were the visits of the

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Defense Minister, Mrs. Florence Parly, on 13 December 2019, and of the Secretary of State for Public administration, Mr. Olivier Dussopt, who was in Belgrade on 9-10 September this year too. Other visits will follow. These political momenta give impetus to old and newer cooperation. For example, Mrs. Parly’s visit was followed by a visit of the General officer for International relations, at the Chief of Staff headquarters, who discussed with his counterparts the prospect of joint military exercises, peer to peer in-

THE DIRECTOR OF THE FRENCH “NATIONAL SCHOOL OF ADMINISTRATION” (ENA) WILL BE IN BELGRADE IN JANUARY stitutional and technical cooperation etc. This really makes sense for us, as Serbia takes part in several peace-keeping missions along with French troops.

The same goes with Mr. Dussopt’s visit which I just mentioned. It boosted our cooperation in the field of public administration, management of careers, digitalization etc. Minister Branko Ružic went to France two months later, and the director of the French “National School of Administration” (ENA) will be in Belgrade in January, to implement the decisions taken earlier, share know-how and expertise. A full-time French resident is dedicated to this cooperation, imbedded in

the Serbian Ministry of Public administration and Local Self-governments. These are off course only recent examples, but in reality our cooperation covers most of the fields: culture, language courses - about 100 000 Serbs currently learn French - student exchanges, economy, good governance, security, fight against terrorism and organized crime…

France is one of Serbia's biggest and most important trade partners. What do you think of the current state of the economic and political relations of our two countries?  Our cooperation is good and promising in this field, but we can do better, given our potential, French know-how, Serbia’s vivid economy and high scale projects. More than 120 French companies are active in Serbia, and employ about 12 000 people. This is visible to the public, with the opening ceremony in Belgrade, on 10 December, of Decathlon, our sport equipment shop network.

At a bigger scale, the Nikola Tesla airport concession contract signed by Vinci Airports in 2018 is also visible. Other projects are still underway, but will play a decisive role in the future, such as the Vinca waste management facility developed

by Suez. Michelin, Schneider Electric or Crédit Agricol are also developing their activities in Serbia, so are several SME’s, probably less publicized, put a clear indicator of the interest of French businesses for Serbia. That’s by the way another practical result of the presidential visit in the long run: it gave more visibility to Serbia in the French business environment. Investors understand that there is potential in Serbia and feel encouraged to explore what is still a new market for them. I do

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FRANCE IS ADVOCATING A REFORM OF THE EU ENLARGEMENT PROCEDURE, TO MAKE IT MORE PRACTICAL, VISIBLE AND BENEFICIAL FOR CITIZENS AND THE ADMINISTRATION FRANCE 2020

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hope that in 2019, our bilateral trade will pass the 1bn€ threshold, as we reached 950M€ in 2018. But as I said, there is still an important margin of progression.

What do you think of Serbia's efforts to join the EU?  Serbia has its place in the EU, this is a clear fact since the Thessaloniki summit in 2003, and I commend the opening of a new chapter in December 2019. The opening of 17 chapters means that much effort has been put into aligning Serbian legislation and norms with the “EU acquis”. For this process to move forward in a timely manner, we would also hope to see more than two chapters closed.

Significant steps should also be taken regarding rule of law, as it is at the core of EU values. Efforts are being done and should be acknowledged, but a strong political will is needed in order to build trust in public institutions, the judicial system, and political life in general. Moreover, as many already know, France is advocating a reform of the EU enlargement procedure, to make it more practical, visible and beneficial for citizens and the administration. Opening and closing chapters do have a significant impact on institutions, and this process is dearly needed.

However, it is too technocratic as such for people, who cannot appreciate the added value of the EU this way. A more inclusive Erasmus program for youngsters is needed, more traveling possibilities, substantial sectorial funding when a cluster of chapters is negotiated, including giving candidate countries the right to participate in EU fora as an observer. These would be real-time improvements for a sustainable EU future. With this comes the concept of a reversible process: this means that if a candidate-state no longer works toward EU accession, these incentives should be stopped or reversed.

Some scholars even suggest a provisional entry into the EU before full membership is granted. Indeed, entering the EU is not just about putting on efforts to join the club. It’s about long term values and policies, without which this unique political entity could weaken overtime. Other non-papiers circulated among member states, and I’m happy to know that the debate is on the table. We are eagerly waiting for proposals from the EU Commission in January, in order to move

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THE SERBIAN GOVERNMENT SHOULD KEEP FOCUSING ON THE ECONOMIC FIELD, AS MACRO-ECONOMIC TRENDS ARE VERY POSITIVE forward in a timely and comprehensive manner, i.e. settling the reform of the accession process by the Zagreb summit in May 2020.

What issues should be a priority for the Serbian government in 2020?  In my view, the Serbian government should keep focusing on the economic field, as macro-economic trends are very positive. The fiscal consolidation policy helped stabilize the economy and boost public finances. According to international observers, the business environment is gradually bettering, but there is still room for improvement in 2020. Reforms are necessary to improve social life and tackle several outstanding issues, such as demographic loss over the years, brain drain and worker’s emigration. It is also a mystery for no-one: Serbia will soon move into an electoral process, at the

local and national levels. Since my arrival, I perceived a major polarization of public opinions. A dialogue between the ruling coalition and several opposition parties, facilitated by the European parliament, took place over the last three months. It led to a series of recommendations and commitments that should be urgently fulfilled. Here again, a strong political will is necessary to open up public debates, grant freedom to mainstream media.

Whatever are the results in the elections, I do hope this dialogue will resume, as there is a dear need of confidence building to soothe public life.

What activities is the French Embassy planning to carry out in Serbia?  There will be many activities, in the political, economic, cultural spheres.

Amongst the most visible events of the first semester, there will be the month of “Francophonie” in March, with a rich cultural program organized by all the Embassies who hold French as an official language. We will also organize, in April, the festival “Good France / Goût de France” around French gastronomy, in partnership with a network of participating restaurants, mostly in Belgrade, Nis and Novi Sad. Three French companies will participate in the Belgrade dance festival in March 2020 ; we will also support and accompany Novi Sad as European capital of Culture 2021.

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ON THE GOOD PATH

DRAGOLJUB DAMLJANOVIĆ

Chairman of the Managing Board of the French-Serbian Chamber of Commerce he French-Serbian Chamber of Commerce (CCFIS) has over 130 members in Serbia; practically, all French companies and many Serbian and international companies. We talked to Dragoljub Damljanović, Chairman of the Managing Board of the French-Serbian Chamber of Commerce, about the Chamber’s plans for 2020 and the importance that President Macron’s visit had for the business sector.

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French companies are among the most important investors in Serbia. How often do French businesspeople approach you for advice regarding entering the Serbian market?  Fifteen small and medium-sized enterprises from France have entered the

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Serbian market since the beginning of 2018, with Vinci Airports’ concession for Nikola Tesla Airport in Belgrade and Suez’s concession for Vinča Waste Treatment Centre being the major investment projects of French companies in

IN 2019, WE GOT 30 NEW MEMBERS our country. Large companies have easier access to the Serbian market because they have the necessary infrastructure to launch business wherever they go, while French SMEs are more distrustful and

The dynamics, generated by the presidential visit, is a trump card we will use to expedite the development of our business community cautious, and are waiting for favourable and stable conditions to start a business.

It is these companies that are the ones who contact us the most. The Chamber is usually their first point of contact and the first link towards entering the market. The number of inquiries we received in 2019 exceeded one hundred. We have been a partner of the French company internationalization agency Business France for the Balkan markets for eight years, and since October 2019, we have been the only referential partner for Serbia.

What attracts French business people to Serbia?  Serbia has long been very active in improving its business environment, implementing very important reforms in all

sectors and the results are becoming increasingly visible, which plays a big role in developing Serbia's investment appeal.

France has also been able to recognize these efforts and value Serbia's work on European integration. We can confidently say that the bilateral relations and external trade between the two countries have never been better. Some of the indicators that testify that the economic situation in Serbia is improving are accelerated economic growth, 10.7 per cent more FDIs than in the same period last year, stable dinar and successfully managed public debt. After being granted EU candidate status, new French investors have recognized business opportunities Serbia has, created primarily to the country’s excellent geographical position, skilled workforce, and the cultural closeness of our two peoples.

How important was President Macron's visit in July 2019 for the economy?  The long-awaited visit of the President of the Republic of France to Belgrade confirmed his desire for an increased French presence in all segments in Serbia. The visit was described as historic, not only because it was highly anticipated, but also because of its symbolic, political, economic and regional influence and importance. It is up to us to use this official visit to continue the rapprochement between our two countries. Economic issues and signed agreements covering several different sectors (renewable energy, energy efficiency, water management, urban transport) are decisive steps that will enable French companies to conclude contracts in Serbia faster and for our market to become more appealing

to them. Also, this visit was talked about a lot in France, and it is also significant for Serbia’s image in France. French business people, and even the general public, often did not have enough information about Serbia and did not consider it when thinking about expanding their business. This is no longer the case so much today.

WE HAVE BEEN A PARTNER OF THE FRENCH COMPANY INTERNATIONALIZATION AGENCY BUSINESS FRANCE FOR THE BALKAN MARKETS FOR EIGHT YEARS, AND SINCE OCTOBER 2019, WE HAVE BEEN THE ONLY REFERENTIAL PARTNER FOR SERBIA To what extent has the French-Serbian economic cooperation been growing?

Is the number of French companies operating in Serbia going up?  France occupies the 7th place on the list of biggest foreign investors in Serbia.

France has close to 120 companies in Serbia which employ around 12,000 people in different sectors - financial, automotive, food, digital, public service concessions, etc. French companies, which already operate in Serbia and those that are yet to come, are contributing to the strengthening of the economic relations

between France and Serbia, with total external trade between the two countries amounting to around one billion euro in the previous year. French companies are also among the leading companies in their sectors, such as Somboled and Mlekoprodukt in the food industry, Suez and Veolia in infrastructure, Tiger Tyres, Le Belier and Hutchinson in the automotive industry, and Atos and Schneider Electric in new technologies. Vinci Airports’ concession for Nikola Tesla Airport in Belgrade is one of the most important recent investments, and the recent arrival of the famous French sports equipment distribution chain Decathlon testifies to the interest that French companies have in a wide variety of sectors. The increase in the number of small and medium-sized enterprises from France in the Serbian market also supports this claim.

What are the most interesting sectors in Serbia for potential French investors?  In addition to infrastructure, energy and agribusinesses, that regularly pique the interest of French companies, certain innovative, government-supported sectors offer very attractive perspective, such as digital and IT sector, especially in terms of public sector digitization. With the arrival of the French Tech community, the IT sector has reaffirmed France's interest in further developing entrepreneurship in Serbia. The Chamber also has a programme of fast support for local startups called the Startup Accelerator, which is currently in its third edition. We should not forget the automotive sector, which has huge potential in Serbia and for which we have been receiving a significant increase in the

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number of inquiries, especially in the field of manufacturing components for the automotive industry.

You've been holding executive positions at Schneider Electric for 12 years now. What is characteristic of the French approach to management?  Good relations and healthy business culture in the company are prerequisites for good business results and this is what we, at Schneider Electric, practice, and as far as I know, many other French companies in Serbia practice this too. I have always maintained that the company is made up exclusively of people. Everyone who knows me knows that working with people is my passion. In the last 20 years, I have had the opportunity to lead teams in the Serbian and Montenegrin markets, as well as in other countries, who were inspired to educate themselves, always do better and advance on a personal and professional level. Business results always come as a result of a well-motivated team and individuals.

It gives me the greatest pleasure when I see a spark in my colleagues' eyes after we achieve something together that previously seemed impossible.

What are your expectations for 2020?  Our association was admitted to the Union of French Chambers of Commerce around the world in 2009 and since then we have acquired the third level of classification of the French chambers of commerce, which means that we are authorized to provide all services that the French chambers provide, not only for members but also to provide complete support for French companies. In 2020, as well as in the first decade of our exist-

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FRANCE OCCUPIES THE 7TH PLACE ON THE LIST OF BIGGEST FOREIGN INVESTORS IN SERBIA. FRANCE HAS CLOSE TO 120 COMPANIES IN SERBIA WHICH EMPLOY AROUND 12,000 PEOPLE IN DIFFERENT SECTORS

Tech

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WITH THE ARRIVAL OF THE FRENCH TECH COMMUNITY, THE IT SECTOR HAS REAFFIRMED FRANCE'S INTEREST IN FURTHER DEVELOPING ENTREPRENEURSHIP IN SERBIA 12

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ence, we will do our best to continue to be the contact point and provide effective support for French companies interested in the Serbian market and to continue to organize as many networking events as possible for the expanding network of our members with the view of bolstering the cooperation between member companies and creating new business opportunities. The dynamics, generated by the presidential visit, is a trump card we will use to expedite the development of our business community. In 2019, we got 30 new members, French, Serbian, but also German, Italian, American companies and that is why we are waiting for 2020 with great optimism.

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GREAT POTENTIAL SANJA IVANIĆ

General Director of the French-Serbian Chamber of Commerce

According to French companies, the reason why they are staying in the Serbian market are the advantages found in a market that is undergoing a full expansion and allows for regional presence.

The advantages also include big industrial tradition, skilled and adaptable workforce, better infrastructures and flexible labour legislation n addition to traditionally good political and friendly relations, Serbia and France have been continuously bolstering economic cooperation over the last ten years. France is among the ten biggest external trade partners of Serbia. Interestingly, if we count all Western Balkan countries, Serbia is France's main business partner. We have talked with Sanja Ivanić, General Director of the French-Serbian Chamber of Commerce about further opportunities for even closer cooperation between the two countries.

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What will be your priorities in regard to the operations of the French-Serbian Chamber of Commerce in the coming period?  Our plans and priorities are to continue with the implementation of projects we launched a few years ago, which aim at boosting the regional cooperation. We are already directly operating in Bosnia and Herzegovina and Montenegro, and we have also signed an agreement with the Federation of Chambers of Commerce of Macedonia, which will support us in North Macedonia, in order to attract French companies to which we offer a presence in a larger market. In October, we became the official partner of the French national agency for internationalization of the French businesses, Business France, so in 2020, just like any other

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year, we will do our best to continue to be an effective support to French companies interested in the Serbian market.

On the other hand, we will continue to organize as many events as possible for the growing network of our members, to facilitate cooperation between the member companies and create new business opportunities. In 2020, we also plan to be more active in the Serbian regions and organize events outside Belgrade.

IN OCTOBER, WE BECAME THE OFFICIAL PARTNER OF THE FRENCH NATIONAL AGENCY FOR INTERNATIONALIZATION OF THE FRENCH BUSINESSES, BUSINESS FRANCE How much do the results of the 2019 external trade between the two countries contribute to your optimism concerning further economic cooperation?  Our external trade has doubled in six years and the presence of French companies in Serbia has become more visible.

The value of the external trade exceeded one billion euro this year. Besides,

France was the single largest foreign investor in 2018, primarily thanks to the arrival of Vinci Airports in Serbia. These investments will have a positive effect on other French companies interested in Serbia. The business climate in Serbia is another factor that will boost economic relations since it has improved significantly in recent years.

How do your members view the business climate in Serbia in terms of opportunities for further business expansion and what success stories from your members would you like to share with our readers?  Our members are satisfied with the business environment in Serbia, because year after year, the business conditions have been improving noticeably. They saw the advantages of an emerging market, which is a regional centre in the Balkans, with a large industrial tradition and skilled workforce, with many infrastructure projects being implemented.

The concession for Vinča Waste Treatment Centre was awarded to SUEZ in September 2017. The agreement with VINCI AIRPORTS, stipulating concession for Belgrade airport, was signed in March 2018.

These two represent the most notable successes of French companies in Serbia in the last two years. Other success stories I would like to mention are Tigar Tyres, a Michelin-based subsidiary in Pirot, which is one of Serbia's largest exporters, em-

ploying more than 3,000 people. There is also the recent significant development of Hutchinson, the French company which came to Serbia just 3 years ago, and since then has doubled its production. Our colleagues from Hutchinson helped us when we were promoting the Serbian automotive sector in Paris recently, because they also believe in Serbia as an investment destination. Also, the arrival of about fifteen SMEs, which has not been covered by the media that much, is equally significant as it demonstrates that the French companies’ interest in the Serbian market is no longer associated only with large companies.

How many French companies currently operate in Serbia? What kind of feedback do you get from them about business conditions in Serbia?  Over 120 companies are present in Serbia, employing around 12,000 people in a wide variety of sectors (automotive, agribusiness, digital…). In the last two years, France's presence in Serbia has been growing - the French Tech Belgrade Initiative was launched in April 2019, which currently brings together 12 startup companies whose aim is to further develop and strengthen Serbia's digital ecosystem. Last autumn, the famous French sports equipment distribution chain Decathlon came to Serbia, attracting a lot of attention from both the media and the general population. According to French companies, the reason why they are staying in the Serbian market are the advantages found in a market that is undergoing a full expansion and allows for regional presence.

The advanatages also include Serbia’s big industrial tradition, skilled and adaptable

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workforce, better infrastructures and flexible labour legislation.

According to the available information, what was the value of the trade between Serbia and France last year?

What did Serbia import the most and what did it export to France?

IN 2020, WE ALSO PLAN TO BE MORE ACTIVE IN THE SERBIAN REGIONS AND ALSO ORGANIZE EVENTS OUTSIDE BELGRADE  The trade between the two countries amounted to 954.9 million euro in 2018, while this year, it exceeded one billion euros. Serbia’s imports from France are mechanical, electronic and electrical equipment, chemical, pharmaceutical and cosmetic products and the products intended for the agricultural, food and transport sectors. On the other hand, France imported from Serbia mainly plastic and rubber products, agricultural and food products, vehicle bodies, trailers, but also equipment for the electronics and machine-building sectors in the previous year.

Are you satisfied with the cooperation with the Serbian institutions and their openness to the initiatives coming from business associations?  Our Chamber successfully cooperates with the Republic of Serbia’s institutions, through several events a year with rep-

resentatives of different ministries and state administration. On our 5th anniversary, as a result of our satisfaction with this cooperation, we gave President Aleksandar Vučić, then the Prime Minister of the Republic of Serbia, an award for his contribution to the development of bilateral relations. Our cooperation is still just as good. Last year, we organized meetings between our members, the director of the Serbian Tax Administration and the Minister of Labour, Employment, Veterans' and Social Affairs, during which our members spoke with the representatives of the state institutions about laws, reforms and current affairs.

Which sectors have the biggest potential for attracting French investments?  Serbia today has achieved a degree of political and economic stability that facilitates business operations. President Macron’s friendly visit to Belgrade in July also significantly contributed to the improvement of Serbia's investment image. In this sense, we believe that Serbia’s image in France has finally begun to change and that companies are recognizing its potential. Serbia would greatly benefit from the expertise of French companies in various emerging sectors: infrastructure, machine-building and automotive industry, new technologies and digitization of the public sector, agriculture, food and environment. However, without a doubt, the infrastructure and automotive sectors are the most appealing to the French companies. The Chamber is actively promoting the two sectors in France, as well as the agriculture, agribusiness and digital sectors. We believe that now is the perfect time for Serbia in France, and we will do our best to use it.

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THE TRADE BETWEEN THE TWO COUNTRIES AMOUNTED TO 954.9 MILLION EURO IN 2018, WHILE THIS YEAR, IT EXCEEDED ONE BILLION EUROS FRANCE 2020

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CORPORATE

Sustainability and Energy Efficiency are Imperatives of

TODAY'S BUSINESS DEJAN MARKOVIĆ

Managing Director of Schneider Electric Serbia doo

We will accelerate the 2030 goal of carbon neutrality in its extended ecosystem by five years to 2025, set netzero operational emissions by 2030 as part of the validated Sustainability target, and achieve a net-zero supply chain by 2050

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chneider Electric Serbia is one of the largest French companies in the Serbian market, which has been operating here for 22 years.

We talked with Dejan Marković, Managing Director at Schneider for Serbia and Montenegro, about the company's plans, the most important projects and the latest business trends.

Schneider Electric has been successfully operating here for over two decades. Do you think that the business climate in the country facilitates foreign investments?

— The very fact that Schneider Electric has been operating on the Serbian and Montenegrin market for 22 years indicates that the conditions for doing business are more than good. In the meantime, we have been able to implement our successful global business model to the market here, which was completely ready for it, while demonstrating an exceptional willingness to apply technological innovations. We are also proud of the fact that our products and solutions are not only part of the global

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corporations operating in Serbia, but also of the business success of many domestic companies. We have created a network of strong and trusted licensed partners, which we are extremely proud of as our business is based on a unique business model designed to grow and engage the local economy. Together with our local partners and reputable companies, we have been contributing to the local economy and entrepreneurship for years, as we support more than 3,000 jobs through our and our partners' business -network.

PROUD

We are proud of the fact that our products and solutions are not only part of the global corporations operating in Serbia, but also of the business success of many domestic companies

The EcoStruxture platform is one of the company's main solutions. Could you elaborate?

— EcoStruxure platform is IoT (Internet of Things) enabled solution that drive operational and energy efficiency. EcoStruxure architecture and interoperable technology platform brings together energy, automation, and software. It provides enhanced value around safety, reliability, efficiency, sustainability, and connectivity for our customers. We have developed six architectures according to various application areas - EcoStruxure Building, EcoStruxure Plant, EcoStruxure Machine, EcoStruxure Grid, EcoStruxure IT and EcoStruxure Power, which have already been widely used in various industries. This solution brings significant savings, up to 80%, so in the long run, they are a smart and profitable investment.

The most representative example of this is the Edge building in Amsterdam, which, thanks to using this platform, manages to produce more energy than it consumes - as much as 102%. When it comes to our mar-

ket, Schneider's EcoStruxure solution was implemented by the Immi factories in Niš, Nikola Tesla Airport, the Hilton and Sheraton hotels, the Green Heart GTC office building, the Elektrovat factory in Čačak, as well as the Porto Novi hotel in Kumbor, Montenegro.

Have you noticed certain peculiarities in our market? Does it differ much from the global market?

— In the era of the 4th industrial revolution, when sustainability and energy efficiency are imperatives of today's business, there are certainly differences between markets, primarily in terms of the speed of entry to the market and the very process of digital transformation both in the market and the society. The synergy of trends and changes, which we expect to happen in these segments, brings a future where the focus must be on energy efficiency and process automation. This means that facilities must be energy efficient and that they can be managed with related products, software and data analytics. Sustainability has become a standard to strive for, and the fact that costs can be reduced by up to 80% in this way speaks for itself. Serbia is making significant efforts to keep up with the latest trends and it is not far behind the more developed markets, to say the least.

The year was extremely successful for Schneider Electric, and during the visit of French President Emanuel Macron to Serbia, the company also conducted one of its most significant business ventures.

Can you tell us more about that?

— This year, development centre Schneider Electric DMS NS, based in Novi Sad, has become fully owned by Schneider Electric, and that coincided with President Macron's visit. It is the company that creates ADMS software, which is an integrated software solution for the management of power distribution systems, and which the US consultancy, GARTNER has declared best software product in the world for six years consecutive year. Its global implementation is truly impressive - it is used in over 80 power companies around the world and around 170 control centres that serve a total of 400 million consumers of electricity.

Your company has recently announced that it would direct its business towards fighting for the conservation of the planet and

PLANS

We plan to maintain our leading position in the future too by constantly improving our existing and creating new innovative solutions and services a healthier environment - the so-called, green business. Is this a hint of a new direction in which businesses will develop?

— The data that shows us the gravity of the situation on our planet is devastating, to say the least. One the one hand, 2 billion people don't have access to electricity, while, on the other, almost 60% of energy is used inefficiently. As much as 80% of total greenhouse gas emissions are caused by the use of all energy sources, which is an unsustainable trend, with global energy consumption expected to double in the next 20 years. Also, we must not forget about climate change and that with each temperature increase of only 0.5˚C, the risk of extreme natural disasters is increased, with potentially catastrophic consequences for the life of the entire planet.

With all this in mind, Schneider Electric strives to streamline energy management and act responsibly towards the environment, and has thus become one of the pioneers of the new business model, with very clearly set goals - we will accelerate the 2030 goal of carbon neutrality in its extended ecosystem by five years to 2025, set net-zero operational emissions by 2030 as part of the validated Sustainability target, and achieve a net-zero supply chain by 2050.

We believe that, through our example, we can encourage other companies and individuals to act responsibly.

What are Schneider Electric's plans for next year?

— We plan to maintain our leading position in the future too by constantly improving our existing and creating new innovative solutions and services. To achieve this, we will continue to invest in our employees, who are Schneider Electric's most important resource. We will carry out certain socially responsible activities to help members of the most vulnerable social groups. In addition, while firmly believing that "The young shall inherit the world", we will continue to support young, talented people through courses, workshops and various scholarship programmes.

SOLAR IMPULSE FOUNDATION The UN Climate Change Conference COP25 confirmed that there has never been greater recognition that Acting Now has become a global imperative to help protect our world and its people. One of The Solar Impulse Foundation mission is to select 1,000 solutions that protect the environment in a profitable way and awarding them the Solar Impulse Efficient Solutions Label. Two Schneider Electric solutions part of the Access to energy program of the Group have been awarded by this label: Villaya Community Emergency and Homaya PAYG. This label serves as a new and credible symbol that can be applied to products, processes and services and as a guarantee of quality to those looking to implement clean solutions as it gives a competitive edge to the innovators behind them.

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CORPORATE

The Pekarijada Baking Competition is the

CROWN OF OUR ACTIVITIES Relations with clients and partners are vital for success, and results of the Baking Centre and success of the Pekarijada confirm that we head in the right direction

MIODRAG JELIĆ General Manager of Lesaffre Serbia, Romania, Moldova and Bulgaria

“W

e are highly satisfied with the business results, but above all, we are satisfied with and proud of our positive impact on the baking industry in Serbia“says Miodrag Jelić, General Manager for Serbia, Romania, Moldova and Bulgaria at Lesaffre.

“Since the arrival to this market, one of our priorities has been to provide baking professionals with an opportunity to improve their knowledge and skills through education, workshops and competitions.

We are exceptionally proud of the fact that we regularly gather our colleagues, partners and friends in our Baking Centre and offer them to learn about the most relevant baking trends and upgrade their competence and product quality” Mr. Jelić adds.

As the key global player in the area of yeasts and fermentation products, Lesaffre opened a new type of a baking centre in Austria in 2019, which is fully dedicated to industrial baking. How significant is this investment for your company?

— There is no progress without investments, especially without investments in client relations. Our company always strives to bring additional benefit to its partners and we perceive it as a true purpose of our business. As the key global

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player in the area of yeasts and fermentation products, we are aware of the fact that we have to invest efforts in educating industrial consumer groups about developing new products and processes. The Regional Baking Centre in Vienna is the latest addition to our international network of more than 40 baking centres worldwide.

Covering more than 600 square metres, it includes the latest pilot industrial bakery and a “lab” area for evaluating quality of finished products.

For the third consecutive year, supported by the Union of Bakers of Serbia, you organise the traditional Pekarijada – a national competition for the best professional and young baker, with a growing number of participants. How important is this event for the entire region?

FUTURE

Regarding Serbia, the future of the baking industry is safe — Your question hits the core of our plans.

The Pekarijada has become a traditional event in Serbia, but many of our contestants remember the times when they could compare their skills with those of competitors from Macedonia, Bosnia and the entire region. So far, this contest has been focused on Serbia only, but who knows, perhaps one day we will open it for partic-

ipants from the region as well. I am certain that our master bakers can compete with their peers from the neighbouring countries, especially in making burek pies and other baking products which are traditionally related to the region. Only by exchanging experience and being ready to compete, adopt the best practices of others and develop every day can baking as a profession advance. This year, we have organised the third Pekarijada and we are very satisfied with the number of contestants and quality of their work.

How do you see the future of the baking industry?

— Regarding Serbia, the future of the baking industry is safe. Our people already traditionally consume bread and baking products in large quantities. Bread, burek pie, rolls, buns and other products are used in everyday diet and bakers compete in the quality of those products, which make a distinction in the market. Big bakeries, namely the industrial segment has also responded to market demand and invests heavily in the quality of its products and competitiveness, so the entire market has a huge development potential. Industrial production definitely intensifies in the modern era and sweeps away small craftsman bakeries, with a number of industrial bakeries also decreasing due to grouping of the existing ones under the ownership of the strongest baking groups. It is an inevitable process of the modern market life both in the world and here.

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CORPORATE

Leaders in Financing

OF AGRICULTURE CARLOS DE CORDOUE CEO Credit Agricole Serbia

icated time and energy to build specific corporate culture among our employees and to implement it in everyday business operations. We performed some important procedural settings in order to prepare the company for stable and quality growth. All this resulted in organic growth of Credit Agricole Srbija year after year with excellent results in NPL, portfolio quality, client acquisition and client satisfaction.

The up going trend is visible in all business lines: private individuals, agro, SME and corporate, but the most of all, we are proud on our client acquisition that marks increase year after year

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I

n 2019, Crédit Agricole Srbija achieved a dynamic growth of number of clients, which is mostly based on service, and products they offer, but also on unique relationship model we nurture. Carlos de Cordoue, CEO Credit Agricole Serbia, talks about business results and future plans.

Next year is 15 years since you bought Meridian Bank in Serbia. How satisfied are you with doing business in our country?

— One of the most important things for each business is the good environment i.e. business climate that it operates in. Serbia is now a country with growing economy, stable monetary system and good business perspective, which is all confirmed by significant foreign investments in this country. This positive atmosphere was also stimulating for Credit Agricole to develop its business and grow on this market. In the past, a big job was done to organize and structure the bank to be in line with the Credit Agricole global policy. We ded-

How do you see the results made in 2019?

— In 2019, Crédit Agricole Srbija achieved a dynamic growth of number of clients, which is mostly based on service, and products we offer, but also on unique relationship model we nurture. This relationship model is obviously recognized as attractive one, having in mind that we have succeed to significantly increase our clients portfolio, despite the strong competition in banking sector. Our results in 2019 meet the objectives we have set for in 2019 and we have over performed in some segments. We can proudly say that in 2019 we have achieved more than one hundred billion dinars in loans, which demonstrates in which extent we are supporting Serbian economy. The up going trend is visible in all business lines: private individuals, agro, SME and corporate, but the most of all, we are proud on our client acquisition that marks increase year after year.

What are your plans for 2020 and what will

PLAN

We are also trying to reorganise the business within the branch in order to better meet the needs of our clients

the strategic focus be placed on?

— As it was in previous period, one of main goals of Credit Agricole Srbija for 2020, as well, remains to reach a sustainable growth in all business lines, and to keep and further improve its leading position in selected market segments such as agriculture and car financing. Together with strong focus on innovation and digitalization, the key focus will be excellence in client relationship. Practically, it means that we want to achieve even better relationship with our clients and be closer to their needs and expectations. That is why we have decided to expand our network of branches and have opened two new branches in Serbia. This is going to bring us closer to our clients. However, we are also trying to reorganise the business within the branch in order to better meet the needs of our clients. In that sense, we have launched a New Branch Concept, which we are gradually implementing starting from the biggest towns in Serbia. This is our response to the needs of both digitally well-informed clients, but also to the ones that are accustomed to service that is more traditional.

How does the general trend of economic growth reflects on the activities of your corporate clients. What kind of loan to the economy dominates your portfolio?

— The solid trend of Serbian economy is, of course, beneficial for our corporate clients.

We believe that several sectors like IT, agro business, and construction are offering good potential for development. Crédit Agricole Srbija is also much committed in supporting foreign investments, which are growing fast thanks to greater attractiveness of the country. We are particularly happy to see more and more French companies investing in Serbia. In addition, we have specific focus on the investment that will make a positive impact not just on immediate future, but also on next generations. That is why we have developed partnerships with some International financial institutions like EIB and KfW on specific type of financing which support innovation, renewable energy and energy efficiency projects.

ture by using our expertise from the Group and by supporting energy efficient projects in agriculture. We also have a long history of participation in subvention programmers of the Government of the Republic of Serbia in which we are going to continue to participate in the future. Our goal is to bring the financial solutions for agro especially to young farmers and help them to better use their resources. We are dedicated to creation of full chain of value and we are doing it through development of three parties’ agreements. This model of linking together suppliers, farmers and food processors has proven to be very successful and gives great results. We intend to give stronger support to development of production of organic food in Serbia where we can find significant potential for this type of agriculture. It is very good that this global trend is also present in Serbia whose farmers can offer their products to domestic and foreign consumers.

for over twenty years. CSR is one of the Group’s markers and plays a central role in the business lines being a core issue of the strategy. Our goal in Serbia also, is to keep alive the spirit of an economy oriented towards the common good, making the green finance one of our growth drivers. All Group’s entities are committed to a common climate strategy in line with Paris Agreement. We have make a clear decision to exit from financing thermal coal production, and even more, we have assigned a transition rating to large corporate customers to structure dialogue with them on their energy transition roadmap.

Credit Agricole Srbija participate in many programs offering financial support for energy efficient projects among which I would mention our financing of biogas projects.

This is an ecologically justified and profitable of using agricultural waste for creation of additional value in the production of electricity, heat, and natural fertilizers.

COMPANIES

The banking market in our country is undergoing huge changes, with some banks having left the market. How will this affect the sector and the interest rates?

— Banking sector in Serbia is currently going though important changes that have been announced and expected to happen.

This is just the beginning and we can expect that this trend is going to continue in the future. Still, banking market in Serbia remains extremely competitive and it is not likely that it will result with any negative impact on the customers.

We are particularly happy to see more and more French companies investing in Serbia Credit Agricole Bank also supports ecological projects. How satisfied are you with your portfolio of green investment credits?

— Crédit Agricole Group has been committed to a sustainable development policy

The operations of Credit Agricole Bank are well known through the support to local agriculture. Can our farmers expect more benefits in 2020?

— Crédit Agricole Srbija is recognized as one of the leaders in financing of agricul-

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ECONOMY

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EU’S LONE ‘BRIGHT SPOT’

President Emmanuel Macron's reforms, while hugely unpopular in France, to have helped the country's economy 22

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cross the European Union's major economies, the last quarter was not a pretty one.

The only exception—it seems—was France, the single "bright spot" among the EU's economies, according to a report from the Economist's Intelligence Unit, which painted an underwhelming picture of Europe's economic state. France grew by 0.3% in the third quarter year-over-year, the country's official statistics office said, making it likely the fastest-growing major economy in the bloc, according to EIU estimates. The French economy has benefitted from depending heavily on the service industry, which has insulated it somewhat from global trade jitters. Economic reform policies by President Emmanuel Macron— while controversial within France—have also increased hiring. In 2018, France ranked as the world’s seventh largest economic power, just behind the United Kingdom and India. The country’s recov-

A

ery from the economic crisis has come later than in other European countries and remains fragile due to structural imbalances. After growing at an estimated rate of 2.3% in 2017, GDP grew by an estimated 1.6% in 2018, supported by robust

IN 2018, FRANCE RANKED AS THE WORLD’S SEVENTH LARGEST ECONOMIC POWER investment, solid consumption, favourable external conditions and domestic reforms. The IMF expects a 1.6% GDP growth for both 2019 and 2020, supported by labour and product market reforms that should help boost labour force participation and productivity (IMF, World

Economic Outlook October 2018). As announced during his campaign, President Emmanuel Macron launched shortly after his election an ambitious reform program, aiming at addressing France’s structural challenges and bolstering the economy’s resilience. His government succeeded in passing key labour market and tax reforms meant to enhance labour market flexibility and to better align labour costs with productivity, as well as a reform changing the status of the SNCF (state-owned rail transport company). If the public deficit was brought back below the European objective of 3% of GDP in 2018 (2.4% according to IMF estimates), it is expected to return over 3% in 2019 due to tax measures to increase purchasing power and to the conversion of the competitiveness and employment tax credit (CICE) into a permanent reduction in employer contributions. The 2019 Budget Act, voted into law on 28 December 2018 comprises major tax cuts aiming at supporting the purchasing power of lower-income households, promoting work and improving companies’ attractiveness. In-

FRANCE GREW BY 0.3% IN THE THIRD QUARTER YEAR-OVER-YEAR, THE COUNTRY'S OFFICIAL STATISTICS OFFICE SAID, MAKING IT LIKELY THE FASTEST-GROWING MAJOR ECONOMY IN THE BLOC versely, taxes on fuel and tobacco are increased. Preparing for the future is a priority, with planned budgetary focus on education, research and the ecological transition, as well as through the Government’s « Grand Investment Plan ». The 2019 budget will also mark the launch of the Poverty Plan and the Health Plan to address the needs of the most fragile citizens. As a business-friendly president, Emmanuel Macron is seeking to attract investment in France through a renewal

of economic partnerships. More particularly, the president wants to boost investments in technology, innovation and R&D sectors, which have been identified as weaknesses for the country. Third-quarter economic growth of 0.3% was good news for French President Emmanuel Macron, although concern remains about the impact of international trade disputes on both the euro zone and global economy.

The French economy is diversified across all sectors. The government has partially or fully privatized many large companies, including Air France, France Telecom, Renault, and Thales. However, the government maintains a strong presence in some sectors, particularly power, public transport, and defense industries. France is the most visited country in the world with 89 million foreign tourists in 2017.

France's leaders remain committed to a capitalism in which they maintain social equity by means of laws, tax policies, and social spending that mitigate economic inequality. The government plans to gradually reduce corporate tax rate for businesses from 33.3% to 25% by 2022.

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FRANCE IS THE MOST VISITED COUNTRY IN THE WORLD WITH 89 MILLION FOREIGN TOURISTS IN 2017 FRANCE 2020

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FRIENDS AND PARTNERS

rance and Serbia foster a long tradition of good and friendly relations. The recent visit of French President Emanuel Macron is a validation of this.

This was the first time the French president went on an official visit to Belgrade since 2001, when then-President Jacques Chirac officially visited the capital of Yugoslavia. With this visit, France gave a clear signal that it was counting on Serbia and its reforms, and that sees Serbia as a partner in the European Union, once it joins. Experts believe that the impact of this visit will result in the increase of French investments in Serbia and in the further development of cultural and scientific relations. This is supported by the fact that Serbia has become an associate member of Francophonie, an organization of French-speaking countries.

Twenty-two bilateral agreements relating to the economy, military indus-

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Authorities on the French-Serbian relations expect new French companies to arrive, because, they say, the potential for economic cooperation is underutilized

try, education and culture were signed during President Macron's visit, plus five documents were exchanged. These are Statement of Intent on the implementation of the project of construction of

IN THE LAST NINE YEARS, THE VALUE OF FRENCH INVESTMENTS IN SERBIA HAS REACHED AROUND EUR 1.5 BILLION the Belgrade subway, the Agreement on the Purchase of Thermal Energy signed

by BeoÄ?ista Energija and PU Beogradske Elektrane, and the Agreement with the NBDA on the Delivery of Mistral Missiles.

The Agreement on film co-production

and the Agreement between the Government of Serbia and the Government of France on the status of the French School in Belgrade were also signed. Among the signed documents are the Agreement on Cooperation of the Notary Chamber of Serbia and the High Council of Notaries of France, as well as a Letter of Intent on the cooperation of the Chamber of Public Enforcement Officers of Serbia and the National Chamber of Public Enforcement Officers of France.

Furthermore, the Cooperation Agreement was signed between Schneider Electric and the Faculty of Electrical Engineering, University of Belgrade, as well as the Cooperation Agreement between Schneider Electric and the Faculty of Technical Sciences in Novi Sad. Representatives of the two countries signed the Agreement on Cooperation in the Field of Comics, the Administrative Agreement in the Field of Public Administra-

tion Reform, Human Resource Management and Vocational Education and the Administrative Agreement in the Field of Sport. Memorandum of Understanding was signed between the Ministry of Education, Science and Technological Development, the French Embassy in Serbia and the French Institute in Serbia stipulating combating prejudice and discrimination in the education system, the Agreement on cooperation in French language teaching in Serbian educational institutions and the Agreement about Evofinder’s donation.

The two delegations also signed a Letter of Intent between the French and Serbian Customs, the Ministry of Defense’s Technical Agreement for a contract with the MBDA, a Memorandum of Understanding between PU Beogradski Vodovod i Kanalizacija and Veolia, and a Memorandum of Cooperation between RTE (French Electricity Transmission Network) and EMS AD. A Protocol of Intent was signed by Akua Energy SAS, IEL OIE Balkan Renewable Energy and the Secretariat for Energy, Construction and Transport of the Autonomous Province of Vojvodina in the presence of Basiadi Wind doo, stipulating construction of a wind park in Serbia, plus the Protocol of Intent which was signed

by Proparco and Akua Energy SAS stipulating financing of the Basiadi wind farm project and Protocol on Intention stipulating development of deep geothermal projects in Serbia.

STATISTICS France is the fifth biggest foreign investor in Serbia where close to 390 companies, founded with the French capital, operate. In terms of French direct invest-

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Investing

ments (FDI) in Serbia, the data collated by the National Bank of Serbia show an increase in the first quarter of 2019.

While in the first quarter of 2018, companies with headquarters in France made EUR 25.9 million worth of FDIs, this year, this amount stands at EUR 33.1 million. In 2018, the French FDIs in Serbia amounted to EUR 710.7 million, which is the

TWENTY-TWO BILATERAL AGREEMENTS RELATING TO THE ECONOMY, MILITARY INDUSTRY, EDUCATION AND CULTURE WERE SIGNED DURING PRESIDENT MACRON'S VISIT, PLUS FIVE DOCUMENTS WERE EXCHANGED largest single amount when it comes to incoming investments. In 2018, Serbia’s total export to France amounted to EUR 530.2 million, while the import from France amounted to 721.4 million US dollars.

In the last nine years, the value of French investments in Serbia has reached around EUR 1.5 billion. The two largest investments in 2017 were the French company, Vinci Airport being given the concession of Belgrade airport Nikola Tesla, and signing of a contract with the French on a public-private partnership relating to the Vinča landfill.

The French-Serbian Chamber of

Commerce says that environmental protection, energy and infrastructure projects are particularly appealing to the French businesspeople. With the goal of further boosting cooperation, the plan is for the French Development Agency to open a regional office in Serbia in the next few months.

PLACES OF REMEMBRANCE One aspect of the relationship between our two countries has been neglected, namely not enough attention has been given to the French-Serbian places of remembrance. Most of them are in Belgrade, but there are a few all over Serbia too.

Several places of remembrance, created between the two World Wars, such as the Memorial of Gratitude to France, which was unveiled on November 11th, 1930, as well as the French Military Cemetery, where nearly 400 French soldiers from the First World War who fought in Serbia are buried. Other important sites in Belgrade include the French Embassy building which carries a symbolic message and reflects the way the Third French Republic wanted to be seen in the Kingdom of the Serbs, Croats and later Yugoslavia, as well as several memorial plaques, among which are the busts of Marshal Louis Franchet d’Esperey, as well as a diplomat and poet Alphonse Lamartine.

In terms of places of remembrance outside Belgrade, there is the French Military Cemetery in Zaječar and a monument to General Gambetta in Negotin.

There are, of course, numerous streets throughout our country named after France and its famous people; soldiers and politicians, artists and scientists.

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FRANCE IS THE FIFTH BIGGEST FOREIGN INVESTOR IN SERBIA WHERE CLOSE TO 390 COMPANIES, FOUNDED WITH THE FRENCH CAPITAL, OPERATE FRANCE 2020

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A C T I VI T I ES OF THE C C IFS

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YEAR OF JUBILEES

CCIFS organizes close to 40 different events every year. The year 2019 was a jubilee year with CCIFS marking 10 years of operations in Serbia, under the slogan "10 years of friendship in action" second generation of participants of our Startup Accelerator – the startup companies Between and Super Bake.

STARTUP ACCELERATOR

Gala evening

he leading business network, the French-Serbian Chamber of Commerce (CCIFS) is an institution that brings together French and Serbian companies in Serbia, as well as all other businesses, regardless of their country of origin that want to cooperate with the CCIFS members. The Chamber is also a major partner to all French companies wishing to obtain information or start a business in Serbia.

The main role of CCIFS is to enable its members to network and share experiences and know-how, as well as to cooperate with other members in Serbia and the world. With the view of promoting the French-Serbian external trade and facilitating communication between member companies, CCIFS organizes around forty different events annually. The year 2019 was a jubilee year in which CCIFS marked 10 years of operations in Serbia, under the slogan "10 years of friendship in action".

T

GALA EVENING The 9th Gala Evening, one of the most exclusive and attractive CCIFS events,

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was held on June 6th this year. This year's event was of particular significance as CCIFS celebrated the first decade of operations and work on the French-Serbian friendship and the advancement of economic cooperation between the two friendly countries. Over 200 guests, diplomats, business people and public figures enjoyed a varied programme with a fashion show organized in collaboration with the Faculty of Applied Arts, L'Oreal and Elle. Throughout the evening, the lucky winners of the raffle received excellent prizes including a weekend trip to Paris, two nights in a luxury resort in Montenegro, sailing in Boka, an overnight stay in the presidential suite of a prestigious Belgrade hotel, and many other. The Grand Prix Awards have also been handed out. The award for corporate social responsibility went to Tigar Tyres for holding the Family Health and Safety Day, while Quantox Technology was the recipient of the innovation award for its Business Internet Network project; a tool for creating websites and webshops. Special diplomas were given to the

For the second consecutive year, the French-Serbian Chamber of Commerce has launched the Startup Accelerator Competition, a free mentoring support programme for startups and businesses founded up to a year ago. During this year, two startups have been supported by the Chamber's Board of Directors - Super Bake, a social entrepreneurship initiative where retirees, i.e. older women, are preparing homemade cakes, and Between, a system for quick and easy financing of SME's invoices. The winners got to participate in a one-year programme of free mentoring and support from the Chamber's Board of Directors in all aspects of the business - legal, marketing, financial and project – to further develop their business. Also, through their CCIFS membership, they have increased their visibility and expanded their network of contacts.

ACTIVITIES IN FRANCE The French-Serbian Chamber of Commerce is regularly active in France, through participation in B2B meetings which take place under the title 'Representing Serbia in France'. In 2019, this event took place in Paris, Lyon, Brest and Rennes. This year, we also had two sectoral workshops in France; one for the agricultural sector and the other for the automotive sector. We are also present in France through our Chamber's Director taking part in the work done by the Consultative Committee of the French chambers of commerce abroad to which she was appointed in 2017. In addition to the strategy of the French chambers of commerce around the world, the Committee is also engaged in reforming of the French disposition of support for external

Gala evening

trade. Thus, in the future, French companies wishing to internationalize will have a simplified approach to each market thanks to the One-Stop-Shop principle.

SUPPORT SERVICES FOR FRENCH COMPANIES The French-Serbian Chamber of Commerce has been continuously working on supporting the French companies wishing to develop business activities in Serbia. We assist French companies in examining their market potential, finding clients and partners, opening a branch and generally expanding in the Serbian market. In the network of French chambers of commerce abroad, CCIFS belongs to the third and the highest category, as it provides a complete service to French companies interested in the Serbian market: from obtaining initial information about the market to the opening and assistance in running a business.

The Chamber has been operational for 8 years, and as of this year, is also the sole referential partner of Business France, the national French export promotion agency. During 2019, the Chamber an-

Innovating mobility conference

Beaujolais Nouveau Evening

swered more than 120 inquiries, organized collective visits for more than 50 companies, including those that participated in the Agricultural Fair in Novi Sad and has worked individually with over 20 companies.

MONTHLY ACTIVITIES The Chamber organizes three to four events per month, of different formats, which are an opportunity for members to meet, inform, and of course, enjoy each other's company. This year, in cooperation with the SCTM (the Standing Conference of Towns and Municipalities), we organized a meeting to introduce French local businesses to city representatives, as well as present projects in cities across Serbia. Various successful training sessions were held at the CCIFS training centre, of which we would single out training for modern marketing and digital marketing transformation with Lazar Džamić, as well as training for public speaking and presentation skills held by Jovana Ružić, who trained some of the people who frequently spoke in the world's largest media outlets. We

also continued holding an event called "10 Questions for...", which was organized in collaboration with the Minister of Labour, Employment, Veterans' and Social Affairs, Mr Zoran Djordjević. We would also like to single out a workshop which dealt with the topics like the French anti-corruption law Sapin II, organized in cooperation with the Marić & Mališić & Dostanić Law Firm, as well as a workshop on the topic of “Work and Taxation of Foreigners in Serbia“, organized in collaboration with a CCFIS member, the Kinstellar Law Firm.

Finally, we continued with our six-yearlong tradition of organizing speed business meetings. The last such meeting was held with members of AmCham, the Canadian-Serbian Business Association and the Nordic Business Alliance.

EVENT BOOSTER On June 13th, the French-Serbian Chamber of Commerce organized the first event organization fair in Serbia in the beautiful setting of the Metropol Hotel. This was an exclusive networking-cocktail event called EVENT BOOSTER intended for people involved in event or-

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ganization, both for the CCFIS members and those that are not. On this occasion, the French-Serbian Chamber of Commerce hosted over 150 specially selected guests, while 21 exhibitors presented their products and services related to event organization. Where to organize a corporate celebration? How to choose the perfect decoration, a photographer and music? How to make the event unique and memorable? What food should you serve? These were just a few of the questions we answered at the event by presenting the range of services provided by event organizers at Event Booster.

We also published a catalogue that contained information about exhibitors and their products.

FRENCH WEEK This is one of the most important events organized by the Chamber, which aims to promote French products, expertise and culture through a series of events organized at multiple locations in the capital city and beyond. The goal of the French Week is to promote the historical, cultural and business ties between France and Serbia, and the period during which it takes place is tied to the widespread custom in France - the reception in honour of the young French wine, Beaujolais Nouveau. Thanks to diverse and colourful content, the guests had the opportunity to participate in traditional French Week events – namely learning some of the secrets of French cuisine at the Bakery Workshop organized in collaboration with Lesaffre, tasting good wine at the Beaujolais Nouveau party, and tasting the famous French cheeses produced by Mlekoprodukt and Somboled, as well as delicious canapés prepared by the Hyatt

French Week: Bakery Workshop

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Regency Hotel. This year's edition of the Online Employment Fair at www.francuskanedelja.rs had a record 9,200 visits.

The youth programme is complemented by a four-day SkillsLab educational camp for students of technical sciences, in collaboration with Schneider Electric, and with the participation of the companies Atos and Suez.

BONJOUR FRANCE (THE FRENCH LIFESTYLE FAIR) This year, the French-Serbian Chamber of Commerce held the Bonjour France fair for the first time in Serbia. The fair will traditionally take place once a year, and the next fair is due to take place in June next year. This event is a result of the desire to present a dynamic and contemporary image of France to the general public. It took place in Belgrade on November 23rd, on a plateau in front of the Rajić shopping mall in Knez Mihailova Street. At the fair, exhibitors from different sectors presented their products and services. The plateau was transformed into a showroom where the visitors could see, taste and buy French-inspired products from different sectors such as cosmetics, sports, wine and gastronomy. Brands featured at the fair included Decathlon, Advant Master Time, Yves Rocher, Crédit Agricole, L'Occitane, Renault, Air France, Mlekoprodukt, Vin et Baguette, Ecovolve and others.

INNOVATING MOBILITY CONFERENCE On November 25th, the French Embassy hosted a business conference called "Innovating Mobility", sponsored

by Airbus. The conference, inaugurated by the Ambassador of France to Serbia,

H.E. Mr Jean-Louis Falconi and the President of CCIFS Mr Dragoljub Damljanović, aimed at presenting French expertise in the mobility sector through the most upto-date projects of leading French companies. The event was attended by representatives of exhibitor companies, the CCFIS members, local institutions, international organizations and representatives of cities and municipalities in the Republic of Serbia, as well as numerous partners. The French companies Airbus, Renault, Schneider Electric, Artelia and Streit Groupe took part in two panel discussions – 'Cities of the Future' and 'Electric Vehicles and Energy Transition'. The panels showcased some of the most innovative urban development models that can improve the quality of life in cities while reducing greenhouse gas emissions. After the conference, B2B meetings were held.

LEBOOSTER – CCIFS BUSINESS CENTER As one of the activities on supporting startups and facilitating easier integration into the local market for French and Serbian companies, we opened the LeBooster Business Centre in our premises, in downtown Belgrade. The Centre has offices, office places in the co-working area, virtual office and conference halls in a unique French touch environment. You can register a company at our address, or rent a desk or office for a fixed period with the entire logistics, business and networking provided by our Chamber.

As an added benefit, by using our LeBooster Centre, individuals and businesses become part of our business community and have access to a network of LeBosster centres around the world.

French Lifestyle Fair: Bonjour France

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CORPORATE

Great Success Comes With

GREAT SUPPORT

We continued to support French business interests in the region and we share happiness of business success with our clients

EDWARD TONCHEW Managing Partner Boyden West Balkans

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oyden is a premier global talent and leadership advisory firm specialized in high-level executive search, interim management and human capital consulting across a broad spectrum of industries.

Boyden has been very active in Serbia during past years. How satisfied are you with the results?

— Our clients are successful international and local companies, who understand the value of the adequate advice in all issues related to attracting, preserving and developing strategic human capital. Considering that, one of the first assignments we had upon arrival on market of the West Balkans, was to place member of the Board of a global French blue chip. We continued to support French business interests in the region and we share happiness of business success with our clients.

How do you perceive your position in the Serbian market?

— High success rate, superb execution and preservation of a long-term relations with our clients are some of the indicators which

are placing us on a leadership position in a market. Growth requires innovations. Competitive advantage has always been generated by superb knowledge. Today, we are all witnessing increased demand for new leadership skills, but also for digitalization, AI, agile project methodology and other innovation arias which could be critical success factors in a period to come. In my opinion, the entrepreneurial cultivation of

FACT

When options are clear, better decisions are made innovation is depended on strong leadership to drive innovation towards economic success. It is about releasing teams to think out of the box and enable the passion to get things done. Innovation is failing not with the idea but with the execution. This is why all partners of Boyden globally have ultimate responsibility towards our clients to make sure that our advice supports their growth plans.

What is your view on a leadership today?

— As global leaders in executive search and leadership consulting, we are con-

vincing our clients that in order to make the transition from leader to a great leader one has to embody the humanistic leadership style. In essence, this means placing people first and seeing employees as partners rather than workers. This creates strong internal cultures and collaborative environments where leaders communicate with their team and share their vision while inviting feedback. Such cultures eliminate internal competition, allowing for professional development without pressure, ultimately leading to a heightened sense of job satisfaction. This is why successful businesses are no longer automatically seen as synonymous with big leaders.

What are your projections for future trends in the market?

— We are all witnessing apparent industrial growth in Serbia. As key factor for investors’ confidence is always related to stability, we are confident that more investors will choose Serbia for their next business venture. Our clients always require customized solutions. We are able to do so, not only because we invented executive search in 1947, but also because we have superb market intelligence too. If you do your homework right, you can always make your business go in the right direction.

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LONG LUNCH HOURS

The French view meals as an opportunity to connect, and spend time with the ones you love t’s no secret that French cuisine is one of the best in the world. And it’s also no secret why! Freshly baked bread, a plethora of scrumptious cheeses, and the most extensive pastry selection in existence. all washed down with the finest red wine; French cuisine truly is a dream. However, aside from its’ unparal-

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LUNCH IS THE MAIN MEAL OF THE DAY FOR THE FRENCH, CONSISTING OF AROUND 4 COURSES

leled flavour and freshness, several other, even more prominent reasons exist as to why authentic French food is so unique.

You see, in France, food isn’t just for flavour and function; it’s fun, a tradition, part of a greater mentality, and plays a substantially larger role in life than in most other cultures, taking on an almost ritualistic nature in the process.

And whilst French cooking techniques, such as sautéing and poaching, and dishes, à la cassoulet and bouillabaisse, are undoubtedly inimitable, it’s the French food culture and traditions surrounding these that truly make this cuisine one of a kind. In France, markets are part of the culture, taking place not just as special events, but on a weekly, and even daily occurrence.

A tradition hailing from France’s rural heritage, markets occur in all areas, from the tiniest villages to the heart of Paris. Diverse, fresh and incredibly local, whereas supermarkets and convenience reign supreme in most Western countries, markets thrive in France, and not just as a gimmick, but on an equal footing to large chain stores.

This importance placed upon quality over quantity is subsequently one of the key reasons why French cuisine is so unique. In our fast-paced, non-stop modern way of living, the idea of sitting down to eat with loved ones has sadly

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Unique cuisine

FRESHLY BAKED BREAD, A PLETHORA OF SCRUMPTIOUS CHEESES, AND THE MOST EXTENSIVE PASTRY SELECTION IN EXISTENCE. ALL WASHED DOWN WITH THE FINEST RED WINE; FRENCH CUISINE TRULY IS A DREAM become something of a rarity, with grabbing food on the go the new norm. Not in France however, where just as much importance is placed upon the dining experience as it is the food. The French view meals as an opportunity to connect, and spend time with the ones you love. This is why multiple courses are commonplace,

and such ample time dedicated to eating.

Eating alone, for convenience, and snacking are all heavily frowned upon, with eating viewed as a group activity. Lunch is the main meal of the day for the French, consisting of around 4 courses. And this certainly isn’t an adults-only activity; the societal importance placed upon lunch extends itself to schools also, with most schools serving 3 courses daily.

To fully understand what makes French cuisine unique, look no further than the astonishing impact it’s had on other countries’ culinary scenes. One of our absolute favourite aspects of French food culture is that with food, comes wine! And not just any wine, but some of the most exquisite and acclaimed in the world. Ultimately, the sacredness placed on food by the French, evidenced by how it is sourced, handled, and consumed, as well as the starring role it plays in French society, altogether illustrate how French cuisine is completely unlike any other.

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TO FULLY UNDERSTAND WHAT MAKES FRENCH CUISINE UNIQUE, LOOK NO FURTHER THAN THE ASTONISHING IMPACT IT’S HAD ON OTHER COUNTRIES’ CULINARY SCENES FRANCE 2020

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CORPORATE

An Incredible Story About a Cheese Hiding Behind

A PASSENGER SHIP

Creamy, soft consistencies, full of flavour and specific aroma – this is how top cheeses are most often described with a noble mold, among which the most famous are camembert and the French "king of cheese" - brie

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ites of these cheeses carry with them the exciting story about a ship, thanks to which millions of people around the world today enjoy a true hedonistic moment, where all our senses absolutely enjoy.

Brought into service in 1927 by at the time, France's largest shipping company, ĂŽle-de-France ship starts its inauguration trip between The Havre and New York on June 22nd, with a team of 761 members. Made of steel, 231 meters in length, the passenger ship Ile de France was at that time one of the most famous and most luxurious ships in the world. In addition to services for all tastes, this trip was the first to introduce sophisticated French gastronomy. Schratter brothers were the first cheese importers to negotiate with the

DID YOU KNOW?

The famous writer Ernest Hemingway and his thenwife Pauline Pfeiffer, a journalist, also travelled on the luxury ship Ile de France 32

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"Île-de-France" liner. Together, in 1936, they were the first to bring Brie, the delicious "King of French Cheese", to America. Today, the range of French cheeses destined for export worldwide bears the name ILE DE FRANCE as a tribute to the ocean liner of the same name, which, in 1936, was the first vessel to import camembert and brie into the United States.

The standard that is set 70 years ago still lives today - in the Ile de France cheeses.

We can thank Mlekoprodukt which operates within the French group Savencia Fromage & Dairy, for introducing fine French cheeses to our market. In addition to introducing a carefully selected range of cheeses, Mlekoprodukt strives to bring consumers closer to French gastronomic culture and educate them about the use and consumption of delicacy cheeses.

Today, Ile de France® offers high-quality French cheeses, helping you discover

LIFESTYLE

Today, Ile de France® offers high-quality French cheeses, helping you discover gourmet food, expertise and the French lifestyle A LOGO THAT TELLS A STORY People often notice the liner and the red, white and blue flag that appear on the label of Ile de France® cheeses.

The French origin, liner and stamp represent are symbols of importation. . Behind the logo lies a fascinating story, born from the Schratter brothers' passion for cheese.

gourmet food, expertise and the French lifestyle. For its ambassadors in the gastronomy world, Ile de France® certainly stands out for brie as king among cheeses, then camembert, which is specific not only for its flavour, but also because it became the first industrially produced cheese in the late 19th century. Our brand also offers Ile de France Chevre and Chavroux, very wellknown types of goat cheese. Therefore, Ile de France® cheeses are much more than just food. They are the best souvenir and representative of their region, and a cheese connoisseur will recognize their characteristics in every bite.

Did you know that in 2010, UNESCO added French gastronomy to the Intangible Cultural Heritage of Humanity? The Country of 1000 Cheeses, France is renowned worldwide for its age-old expertise - a foundation of its gastronomy, that has helped build the reputation of which it is so proud.

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CULT U R E

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SYMBOL

When Gustave Eiffel’s company built Paris’ most recognizable monument for the 1889 World’s Fair, many regarded the massive iron structure with skepticism. Today, the Eiffel Tower, which continues to serve an important role in television and radio broadcasts, is considered an architectural wonder and attracts more visitors than any other paid tourist attraction in the world

n 1889, Paris hosted an Exposition Universelle (World’s Fair) to mark the 100-year anniversary of the French Revolution. More than 100 artists submitted competing plans for a monument to be built on the Champ-de-Mars, located in central Paris, and serve as the exposition’s entrance. The commission was granted to Eiffel et Compagnie, a consulting and construction firm owned by the acclaimed bridge builder, architect and metals expert Alexandre-Gustave Eiffel.

While Eiffel himself often receives full credit for the monument that bears his name, it was one of his employees—a structural engineer named Maurice Koechlin—who came up with and finetuned the concept. Several years earlier, the pair had collaborated on the Statue of Liberty’s metal armature.

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Eiffel reportedly rejected Koechlin’s original plan for the tower, instructing him to add more ornate flourishes. The final design called for more than 18,000

MILLIONS OF VISITORS DURING AND AFTER THE WORLD’S FAIR MARVELED AT PARIS’ NEWLY ERECTED ARCHITECTURAL WONDER pieces of puddle iron, a type of wrought iron used in construction, and 2.5 million rivets. Several hundred workers spent two years assembling the framework of the iconic lattice tower, which at its inau-

guration in March 1889 stood nearly 1,000 feet high and was the tallest structure in the world—a distinction it held until the completion of New York City’s Chrysler Building in 1930. (In 1957, an antenna was added that increased the structure’s height by 65 feet, making it taller than the Chrysler Building but not the Empire State Building, which had surpassed its neighbor in 1931.) Initially, only the Eiffel Tower’s second-floor platform was open to the public; later, all three levels, two of which now feature restaurants, would be reachable by stairway or one of eight elevators.

Millions of visitors during and after the World’s Fair marveled at Paris’ newly erected architectural wonder. Not all of the city’s inhabitants were as enthusiastic, however: Many Parisians either feared it was structurally unsound or considered it an eyesore. The novelist

Guy de Maupassant, for example, allegedly hated the tower so much that he often ate lunch in the restaurant at its base, the only vantage point from which he could completely avoid glimpsing its looming silhouette.

The Eiffel Tower Becomes a Permanent Feature of the Paris Skyline.

Originally intended as a temporary exhibit, the Eiffel Tower was almost torn down and scrapped in 1909. City officials opted to save it after recognizing its value as a radiotelegraph station. Several years later, during World War I, the Eiffel Tower intercepted enemy radio communications, relayed zeppelin alerts and was used to dispatch emergency troop reinforcements. It escaped destruction a second time during World War II: Hitler initially ordered the demolition of the city’s most cherished symbol, but the

command was never carried out. Also during the German occupation of Paris, French resistance fighters famously cut the Eiffel Tower’s elevator cables so that

IT WELCOMES MORE VISITORS THAN ANY OTHER PAID MONUMENT IN THE WORLD—AN ESTIMATED 7 MILLION PEOPLE PER YEAR the Nazis had to climb the stairs.

Over the years, the Eiffel Tower has been the site of numerous high-profile stunts, ceremonial events and even scientific experiments. In 1911, for instance,

the German physicist Theodor Wulf used an electrometer to detect higher levels of radiation at its top than at its base, observing the effects of what are now called cosmic rays. The Eiffel Tower has also inspired more than 30 replicas and similar structures in various cities around the world.

Now one of the most recognizable structures on the planet, the Eiffel Tower underwent a major facelift in 1986 and is repainted every seven years. It welcomes more visitors than any other paid monument in the world—an estimated 7 million people per year. Some 500 employees are responsible for its daily operations, working in its restaurants, manning its elevators, ensuring its security and directing the eager crowds flocking the tower’s platforms to enjoy panoramic views of the City of Lights.

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INSPIRATION FOR EVERYTHING

he purple lavender fields in Provence are an iconic image of southern France. If you are interested in Pro-vence and want to visit it, there are many places that will delight you - from the small sleepy villages on the top of hills or the steep cliffs of Gordes, Roussillon and Seillans to the larger cities such as Aix-en-Provence, Marseille and Avignon. You should definitely experience the fantastic Provencal cuisine, especially in the towns of Uzes and St Remy. You can follow the ancient, narrow, winding alleys in the Seillans or the beautiful view of the Mediterranean in Bormes-les-Mimosas.

The region is dominated by mountain peaks, green valleys and the rugged coastline - the Rhone River constitutes a western border, while the region borders

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with Italy in the east.

In the picturesque Luberon County, you can stroll through fields full of lavender, in Arles, you can see scenes from Van Gogh's paintings, and in Marseille, the chase scenes from the movie “French Connection”. Throughout Provence, you will see the elderly residents bowling, authentic mountain villages and cafes with sidewalk tables.

THE PURPLE LAVENDER FIELDS IN PROVENCE ARE AN ICONIC IMAGE OF SOUTHERN FRANCE

In Arles, you can see scenes from Van Gogh's paintings, in Marseille the chase scenes from the movie “French Connection”, and in the picturesque area of Luberon, you can stroll through fields full of lavender

For the past two millennia, the invaders have been coming here for different reasons, and each has left its mark.

The Romans were attracted by the green hills and the pleasant climate, leaving behind the world-class olive groves and wine industry, as well as the most preserved Roman ruins in France (Arles, Fréjus). The 20th was marked by contemporary artists. The arrivals of Picasso, Matisse, and Van Gogh - as well as the local Cézanne – painted in ateliers decorated in the Provencal colours that inspired them.

WHERE TO START? The French Riviera or Cote d'Azur is the most visited area in the entire region.

Resorts and old mountain towns are brimming with culture, more than many European capitals. The underrated Nice,

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with its Italianized Old Town, has the highest concentration of museums in the country, except for Paris. The city's attraction is also the six-mile-long English Promenade next to the always busy public beach.

Neighbouring cities are much more chic. Cannes is famous for the eponymous film festival, while the small principality of Monaco is known for Formula 1 Grand Prix.

Cote d'Azur is also one of the most relaxed Mediterranean coasts, devoid of chaos characteristic of the Spanish costas, the Greek islands and Aegean Turkey. The lovely commune of Eze, located at the top of a rocky hill not far from the sea, at 430 meters altitude, is a bird-watching and paragliding paradise. Villefranche-surMer and Cap Ferrat have 10 great beaches together and almost as many museums.

The town of St-Paul-de-Vence is full of art galleries, and the best hotel in town, Le Colombe d'Or (00 33 4 93 32 80 02; www. la-colombe-dor.com), is full of paintings

by Picasso and others painters who used their paintings to pay for the accommodation. The price of double rooms here start from € 220, breakfast not included.

It is possible to walk on foot from the town of Menton, near the border with Italy, all the way to Marseille on the coastline, and through villages and fancy resorts.

If the seaside is not your ideal holiday destination, you can get to the nearby mountains by affordable bus transport. Places like Auron (auron.com) and Isola2000 (isola2000.com) are full of skiers all winter long, and summers here are ideal for hiking and biking.

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HISTORIC PROVENCE If you are a history aficionado, you will have a hard time finding a historic city that tops Avignon and its mixture of medieval architecture and religious drama.

The town is located on the bend of the Rhone River and is surrounded by the Alps to the east, rocky peaks to the west and 2,000 meters high Ventoux Mountain to the north.

Fleeing Rome in 1309, Pope Clement V relocated the Catholic religious seat to Avignon. While he and his successor, Pope John XXII, did not mind having the

THE FRENCH RIVIERA OR COTE D'AZUR IS THE MOST VISITED AREA IN THE ENTIRE REGION

old Episcopal Palace (today, this is the Musée du Petit Palais Museum) as their seat, the subsequent heads of the Catholic Church, Pope Benedict XII and Pope Clement VI devoted themselves to building a palace worthy of the papacy.

ART FOR THE SAKE OF ART Famous Provencal light combined with the intensity of the colours both on the coast and inland has always been an irresistible magnet for artists.

In St-Rémy-de-Provence, Van Gogh produced an incredible 143 paintings, including “The Starry Night” and “Olive Trees”, during his stay at Monastère SaintPaul de Mausole (00 33 4 90 92 77 00), a psychiatric hospital and a monastery that is open to tourists today. Visiting hours are 9.30 am-7 pm (April-October) and 10.15 am-4.45 pm (November-March) and the entrance fee is € 3.

Cézanne was born, raised and died in Aix-en-Provence. Aix houses the Cézanne Atelier (atelier-Cézanne.com) where he completed his “Les Grandes Baigneuses” masterpiece. The house in which the Atelier is located was owned by Jas de Bouffan and later by Chemin de Bibémus.

If you plan to visit all three places, buy a discount Cézanne Pass (€ 13.10 at the tourist office – 2, place du Général de Gaulle; 00 33 4 42 16 11 61; aixenprovencetourism.com).

If you are hungry for more art, you should visit the Musée Renoir in Cagnessur-Mer, the Musée Biblique Marc Chagall and Musée Matisse in Nice, the Musée de l'Annonciade Museum of Modern Art in Saint-Tropez, and the Maeght Foundation in St-Paul-de-Vence.

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