Switzerland 2022 by Diplomacy&Commerce magazine

Switzerland - 2022 -

Photo: Andrew Mayovskyy / Shutterstock

SWITZERLAND & SERBIA

CONTINUITY AND RELIABILITY H.E. URS SCHMID

MAJO MIĆOVIĆ

ANA GRUJOVIĆ

Ambassador of Switzerland

President of the Swiss-Serbian Chamber of Commerce

Director of the Swiss-Serbian Chamber of Commerce

TRAIN ADVENTURE

11 large lakes, 4 official languages, 5 UNESCO World Heritage Sites and 1,280 kilometres of magnificent view in between: On the Grand Train Tour of Switzerland, panoramic trains take you to all the attractions and sights in Switzerland. Get in, lean back and enjoy, whatever your preference might be.

ORLD’S W LONGEST TUNNEL

Coming in at a staggering 57km in length, Switzerland’s Gotthard Tunnel is the longest tunnel in the world. Located 2.3km beneath the Alps, the tunnel was built to improve the rail connection between the north and south of the country.

H ORSE SHOW IN SAIGNELEGIER

The tradition of the horse show has existed since the 19th century and the show become the place to exhibit thoroughbred horses and their prowess – be it bareback, a trot, gallop or pulling a Roman chariot.

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DRINK ALL OF WINE

The Swiss produce about 200 million litres of wine per year and consume almost all of it themselves. Only about 2% of Switzerland's wine leaves the country. Since it never goes too far, you can always count on a good homegrown drink and good company.

ROGER'S CHOICE

The Swiss tennis star, who won 20 Grand Slam singles titles, loves to travel across the country in all seasons. Roger Federer promotes tourism and Switzerland's natural attractions and shows his favourites and places he still wants to discover.

LARGE ALETSCH GLACIER

The Aletsch region is part of a Unesco World Heritage Site. The Large Aletsch Glacier carries an incredible 11 billion tonnes of ice and is the largest glacier of the Alps. Numerous vantage points, such as the Bettmerhorn, offer a good view of the glacier.

100 % WOMEN

This winter, Switzerland abounds in offers and events that are 100% Women – that is, created by women for women and with only female tour guides. Many experiences are women-only events, as is always indicated in the relevant offer. Men are also welcome to participate in many of the other activities.

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The Sechseläuten (or “Six Bells”) spring parade each year signals the burning of the Böögg – an effigy representing the long winter months recently endured. The time the effigy's head takes to explode predicts how long and warm summer will be, so the tradition goes.

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E XPLODING SNOWMAN

INTERVIEW

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SWISS ENGAGEMENT IN SERBIA IS CHARACTERIZED BY CONTINUITY AND RELIABILITY H.E. URS SCHMID

Ambassador of Switzerland

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The goal remains the same: fostering Serbia’s economic growth based on innovationdriven, inclusive and sustainable development

n an interview for the magazine Diplomacy and Commerce H.E. Urs Schmid the ambassador of Switzerland in Serbia discussed about the foundation for the decades-long diplomatic relations between Switzerland and Serbia and about the plans for the next period.

What are your impressions after living in Serbia for a year during the time that has been very challenging for the whole world and our country? I would like to emphasize that these challenging circumstances did not prevent me from getting to know and appreciate Serbia as a hospitable, diverse

and fascinating country. The early and well-organized vaccination campaign of the government and the improved pandemic situation in the summer allowed me to travel around the country and thereby to get to know Serbia and its people better. These experiences have strengthened my intention to discover as much of the country as pos-

sible in the coming years of my term. In any case, I am convinced that the people, and by that I mean in particular the large Serbian diaspora in Switzerland, form the backbone of our strong bilateral relations. I would like to continue to build on this in the future! We seem to be on the verge of a new infection wave again, and epidemiological measures are being tightened in Europe. What is the current situation in your country and what measures are in place?

Switzerland is one of the major bilateral donors. What will the donation agenda look like in the coming period?

here. We will also continue our commitment to economic cooperation and in particular to dual education. The goal remains the same: fostering Serbia’s economic growth based on innovation-driven, inclusive and sustainable development. Finally, we will continue our engagement in governance, with a focus on working with local authorities and civil society. Switzerland is convinced that democratic societies with open, transparent and citizen-oriented authorities offer a decisive advantage in a country's development. Political dialogue and economic cooperation between our two countries are developing. How would you rate the overall relations between Switzerland and Serbia?

Elections will be held in Serbia next year. What should be Serbia’s priorities on the road to EU membership? Switzerland has been supporting Serbia on its reform path to European integration for a long time. My country continues to encourage Serbia to move forward with these important reforms. They not only contribute to Serbia’s goal of becoming an EU member state, but they also strengthen the country in various ways and to the benefit of all its citizens. Democratic reforms are imperative to the resilience of state and society. Economic reforms enable the development of private entrepreneurship and create jobs. A well-functioning judicial system and the rule of law are important preconditions to sustain a strong economic performance. Good and friendly relations of Serbia with its neighbours, including normal-

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I would like to emphasize that Swiss engagement in Serbia is characterized by continuity and reliability.

I AM CONVINCED THAT THE PEOPLE, AND BY THAT I MEAN IN PARTICULAR THE LARGE SERBIAN DIASPORA IN SWITZERLAND, FORM THE BACKBONE OF OUR STRONG BILATERAL RELATIONS

Switzerland and Serbia enjoy excellent bilateral relations. These are characterized by frequent contacts and dialogue at all political levels, the long-standing commitment of Switzerland to the democratic and economic development of Serbia as exemplified by the above mentioned cooperation program, a solid presence of Swiss economic investments in Serbia and an important Serbian diaspora in Switzerland. We are among the most important donors and foreign investors in Serbia and we cooperate concretely and closely in many important areas, in bilateral as well as in multilateral affairs. This year we met in Belgrade for another round of political consultations and we were able to organize the tenth meeting of our joint economic commission in order to promote trade and investments. Other fields of cooperation include for instance scientific diplomacy: Switzerland actively supports the establishment of the South Eastern European International Institute for Sustainable Technologies (SEEIIST), which aims at delivering not only cutting-edge research in the region, but also the newest and most advanced clinical instruments to treat cancer and finally to enhance cooperation among the countries in the region.

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The last year has been challenging for all countries, including Serbia and Switzerland. And new COVID variants are indicating that the pandemic is unfortunately going to stay with us for the foreseeable future. The Swiss government is pursuing a pandemic strategy based on vaccination, testing and contact tracing. The presentation of a valid Covid certificate has become mandatory for participating at most social events. At the moment, about 66% of the population is fully vaccinated. This figure is not satisfactory. In view of the rapid spreading of the new variant Omicron, the government has increased its appeals to the population to get vaccinated and has accelerated booster deliveries. I would also like to mention that the Swiss population has already been called twice to the ballot box to decide on COVID measures since the outbreak of the pandemic. Both times, the proposals of the government were confirmed with clear majorities. But regardless of a country's political system, it has become evident that we can only overcome this pandemic together and that we must not allow this pandemic to divide our societies. Thus, a shoulder-to-shoulder approach between government, science, business and civil society is required more than ever.

This year we were able to celebrate the 30th anniversary of our bilateral cooperation. What had started with humanitarian aid in a very difficult and different time, in the year 1991, has developed over the years into a comprehensive bilateral cooperation program, covering a wide range of topics, such as fostering dual education efforts or strengthening the digitalization of local public administrations. Our current priorities will remain the same for the upcoming period until 2025. We will place a clear emphasis on sustainable development. Reconciling economy and ecology is one of the greatest challenges of our time. I am convinced that Switzerland, with its know-how and capabilities can provide real added value

strengthen continuously our bilateral relations, especially in the field of investments in innovative, green and sustainable solutions, thus creating highly qualified jobs and contributing to sustainable and inclusive economic growth. So, in short: the prospects of further enhancing our economic cooperation are good. The digital services and the demand for sustainable growth present excellent opportunities for both economies. I see it as one of my top priorities to continue to intensify the economic relations between Switzerland and Serbia. The Swiss government has supported the Science and Technology Park since its inception. Can start-ups and innovation development be the driving forces behind Serbia's development?

ization of relations between Belgrade and Pristina, will contribute to stability and prosperity of the whole region.

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Have all the opportunities for economic cooperation been exhausted and how can Serbia attract more Swiss investments?

With 1.6 billion euros of net investments in the 2010-2020 period Switzerland ranks as the 6th largest foreign investor in Serbia. We estimate that Swiss companies in Serbia generate approximately 12.000 jobs. We are also observing that bilateral exchange in services is developing very dynamically, having overtaken in value the bilateral trade in goods. Consequently,

WITH 1.6 BILLION EUROS OF NET INVESTMENTS IN THE 2010-2020 PERIOD SWITZERLAND RANKS AS THE 6TH LARGEST FOREIGN INVESTOR IN SERBIA last year, in terms of trade in services, Switzerland ranked as the 4th largest trading partner of Serbia. Our close economic and social ties allow us to

Switzerland attaches great importance to strengthening innovation, technologies and to support start-ups. The Swiss approach is to provide, what I like to call, excellent framework conditions for universities, companies and startups to be innovative, and a trustworthy and stable legal framework, including reliable political institutions. Our long-standing support for the Science Technology Park Belgrade (NTP) is exemplary of the importance we attach to promoting innovation. Importantly, our cooperation with the NTP is very concrete: last September, we organized a Clean-Tech exhibition at the NTP, showcasing innovative private sector solutions of Swiss and Serbian companies and start-ups. The goals behind this: establishing a dialogue between Swiss and Serbian key representatives on the topics of sustainable economy and environmental protection, to promote Swiss and Serbian Clean-Tech-Start-Ups and to foster bilateral collaboration in this ever more important area. 

IMPRESSIONS OF BELGRADE AND SERBIA I got to know Serbia as a very diverse, culturally and historically rich country. Belgrade absolutely lives up to its reputation as the "metropolis of the Balkans". The size and diversity of the city, the general liveliness and vitality are impressive. It is a city on the move. Another pleasant aspect is the friend-

liness and hospitality of the people, which facilitates settling down in this city. I am very much looking forward to getting to know Belgrade better in all its facets over the next few years. And most of all I am looking forward to the exchange with the people.

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SWITZERLAND IS ONE OF THE MOST IMPORTANT INVESTORS MAJO MIĆOVIĆ

President of the Swiss-Serbian Chamber of Commerce

Our association is committed to promoting and implementing core Swiss values in the day-to-day operations of companies, such as quality, transparency, integrity and reliability

n his interview for Diplomacy&Commerce magazine, President of the Swiss-Serbian Chamber of Commerce (SSCC), Majo Mićović, talks about reasons why Swiss companies have been showing great interest in the Western Balkan region, the advantages of doing business in Serbia and economic sectors offer the most opportunities.

Switzerland is a country known for innovation, serious business practices and smart investments. What can we learn from the Swiss and apply in our country? Switzerland can share its experience in a number of areas, in particular investments in education, innovation and digitalisation, cooperation between the business sector and universities and cleantech development. In September this year, in cooperation with local partners, the Embassy of Switzerland in Serbia staged an exhibition at which Swiss cleantech solutions were presented. Also, a growing number of Swiss companies in Serbia are beginning to get involved in the development of dual education models. Thanks to its good practices and experience, Switzerland has been supporting Serbia in implementing the dual education system for years. Finally, our association is committed to promoting and implementing core Swiss values in the day-to-day operations of companies, such as quality, transparency, integrity and reliability.

A GROWING NUMBER OF SWISS COMPANIES IN SERBIA ARE BEGINNING TO GET INVOLVED IN THE DEVELOPMENT OF DUAL EDUCATION MODELS As for the region and Serbia's position, thanks to the demanding economic reforms the country has implemented in the past period, Serbia has positioned itself as one of the most important investment destinations in Central and Eastern Europe. The UN Conference on Trade and Development (UNCTAD) has said that Serbia attracted $3.44 billion worth of foreign investments in 2020, out of a total of $6.11 billion invested in Southeast Europe. Croatia attracted $1.3 billion, Albania $1.1 billion, Slovenia and Montenegro $529 million each, Bosnia and Herzegovina $371 million, and North

Macedonia $274 million. I believe that this positive trend will continue. The sectors with the greatest potential in Serbia are those that provide companies with adequate resources with which they can systematically produce internationally competitive products while having a profitable, productive and dynamic business. The Swiss-Serbian Chamber of Commerce has a large number of member companies from the ICT sector. Serbia generates about 10 percent of its GDP in the ICT sector, which is now among the four largest export sectors alongside steel, cars and agriculture. According to the data collated by the Government Commission for Protection of Competition in 2021, there were over 2,800 companies in the Serbian ICT sector that employ about 35,000 people. In line with such developments, dozens of Swiss companies have already established their local presence in Serbia, either through outsourcing or opening development centres in Serbia. I firmly believe that this is just the beginning of an extremely promising and successful economic cooperation between Switzerland and Serbia, and I look forward to furthering new developments in this area. Economic cooperation between Switzerland and Serbia has been growing year on year. Which economic sector offers the most opportunities? Switzerland is one of the most important investors in the Serbian economy. The focus of cooperation between the two countries in previous years has been on education, science, research and development, innovation and digitalisation, so we should continue in that direction. The IT industry in Ser-

COOPERATION

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The focus of cooperation between the two countries in previous years has been on education, science, research and development, innovation and digitalisation, so we should continue in that direction.

SWITZERLAND 2022

The Swiss economy is showing special interest in the Western Balkan region. Why is that so and what are the advantages of the Serbian economy relative to regional countries?

Swiss investors have a leading role in supporting the digitalisation of the economy, in the form of investing in innovative solutions, creating highly skilled jobs and contributing to economic growth. According to the data collated by the National Bank of Serbia, in 2020, the export of ICT services from Serbia amounted to 1.37 billion euros, which is a 4.4% increase compared to 2019. The Serbian ICT sector and the digital transformation of traditional sectors have great potential, which means that investments and cooperation on digitalisation can accomplish exceptional results in the coming years.

bia is currently one of the fastest-growing industries that have the potential to develop its own sophisticated software solutions and services, thanks to the growing number of technological start-ups, entrepreneurial spirit and young people being increasingly interested in IT sciences.

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Cybersecurity is an inevitable topic. What do you think will be the biggest challenges in this segment in 2022?

For years, the biggest challenge regarding cybersecurity has been the lack of trained and experienced staff. Judging by the conducted analyses and indicators, such a trend will continue in 2022, with a tendency of higher demand. The solution to this challenge has crystallised over years, thanks to the offers of specialized cybersecurity services, based on adequate tools and the best security experts and engineers. In this way, by engaging specialised cybersecurity services, users can significantly reduce, or even eliminate the risk of threats. By simply comparing the financial and material resources that would be necessary to establish an internal security programme, plus taking into account the problem of lack of human resources and the cost of specialised cybersecurity services, we come to an extremely favourable price-benefit ratio, from the get-go. In general, cybercrime has become one of the most lucrative "shadow" jobs and a serious threat to the economy. Cyber attacks are becoming more complex and frequent and this trend will continue in 2022. Cyber security should not be understood as an option but as an indispensable part of the digital transformation plan of every company and organisation. In order to reduce the risk of data compromise, the first step is to be aware that cybercrime is on the rise every year and that information systems must be protected by adequate technologies. Only in this way can we stand in the way of the hacker mafia. The focus of protection can no longer be just on a resource, such as a server, router, or workstation; after all, a company's business does not depend on an individual resource, but on

THE SWISS-SERBIAN CHAMBER OF COMMERCE HAS A LARGE NUMBER OF MEMBER COMPANIES FROM THE ICT SECTOR its data and the employees who access that data. Modern business solutions and modern information systems require modern security solutions. Fortunately, there are companies on our market that recognise this and that can respond in the right way to modern security needs, not only in terms of products but also in terms of the services they provide. Since this is an extremely peculiar branch of the IT industry, I would instruct companies and organisations to turn to technology experts to help them preserve one of the most valuable things in their company - digital data. In Serbia and the region, we have several professional cybersecu-

rity companies, such as the company for whose business I am responsible Sky Express - which is a regional leader in IT security. The Swiss-Serbian Chamber of Commerce continued with numerous activities this year too. What will be the Chamber's focus in 2022? The SSCC will continue to focus on digitalisation and promotion of the domestic ICT sector to potential Swiss investors. In January 2022, we are planning to hold a webinar in cooperation with our institutional partner from Switzerland - Switzerland Global Enterprise on the topic of the benefits of the domestic ICT market. It is my pleasure to announce that a representative of the well-known Swiss organization - Digital Switzerland - will participate in this event, for the first time since the SSCC's inception. In addition, the SSCC will intensify its activities related to business networking between member companies and expanding cooperation with organisations from the region and Switzerland. 

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SWISS DISCIPLINE AND SERBIAN ENTREPRENEURSHIP

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Swiss know-how, their way of long-term planning and Serbian entrepreneurship and the ability to improvise make a winning combination for our business operations

SANJA PEŠIĆ CEO of Alma Quattro

s a part of a Swiss business group, Alma Quattro has been operating successfully in Serbia for more than two decades. Sanja Pešić, the company’s CEO, cites flexibility in everyday activities and preserving the physical and mental health of employees as the biggest challenges in these turbulent times.

How much does it mean to you in terms of technology to operate as part of APG SGA? — Certainly, being part of one big international family means a lot, and at the same time, it is an additional motive to reach the quality of an innovative system such as JCDecaux and APG SGA. Many big global brands are also our clients, and the latest technological and creative solutions that you can see on the streets of Belgrade and other cities in Serbia can match those seen on the streets of any European capital. We can say that Swiss know-how, their way of long-term planning and Serbian entrepreneurship and the ability to im-

Alma Quattro will celebrate its 28th anniversary in 2022. What is the secret of having a successful business? — Success is the result of long-term planning, daily commitment to work-related activities and working on improving relationships with clients and agencies. I would also like to mention the ability to react to unforeseen circumstances which we have experienced in the last two years. The breadth of our portfolio, from classic billboards to small and large format digital media, allows us to tailor a quality campaign to each client while respecting their budget. In the last three years, OOH has recorded growth compared to the previous period, i.e. more than other market segments, which indicates that confidence in the efficiency of our media is growing. As for our team goes, most of our employees have been with us for over 25 years. That says a lot about the values and culture we nurture and about the attitude that our employees towards work and the company, as well as the company’s attitude towards the people who work for it. 

FORMULA

Success is the result of long-term planning, daily commitment to workrelated activities and working on improving relationships with clients and agencies

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provise make a winning combination for our business operations. As a leader in OOH advertising in Serbia, we have implemented various creative ideas and, with the use of diverse IT technologies, enabled the interaction of consumers with various brands. As the ongoing coronavirus pandemic has changed the way we do business worldwide, the biggest challenges are certainly flexibility in daily activities and preserving the physical and mental health of our employees to maintain business and achieve good results.

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Alma Quattro operates under the Switzerland-based APG SGA Group. How different is doing business in Switzerland and Serbia? Is it harder to do business here and how much do client expectations differ? — Switzerland is a country that nurtures all the values that a large number of people in Serbia want for themselves and their environment. They are hardworking, disciplined, organized, financially independent, live a quality life, have a high level of awareness of nature conservation and their particular lifestyle. What connects the Swiss and us is the love of food and socializing, and we know that for sure from our experience with our colleagues from APG. Furthermore, a large number of our clients are international and advertise in Switzerland and that is something that connects us. Research shows that the habits of consumers and advertisers are very similar and that OOH ad-

vertising (out-of-home advertising) is a stable, clear and visible medium, with a very high impact on consumer decisions. However, there are also big differences between Switzerland and Serbia, and they are more than obvious in terms of the level of economic and market development, purchasing power and living standard. Ad expenditure in Switzerland was 6 billion Swiss francs in 2019 and due to the COVID-19 pandemic, was reduced by 800 million Swiss francs in 2020. The Serbian advertising scene is worth around 200 million euros.

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THE YEAR 2021 BROUGHT US THE MUCH-AWAITED GATHERINGS IN PERSON ANA GRUJOVIĆ

Director of the Swiss-Serbian Chamber of Commerce

The Swiss-Serbian Chamber of Commerce will continue to work on expanding not only its membership but also the network of institutional partners

he Swiss-Serbian economic relations in 2021 were marked by exciting new activities, including the opening of a new production plant of the Swiss company, Regent Lighting’, in Svilajnac, the world’s leading manufacturer of high-quality chocolate and cocoa products, Barry Callebaut opening its production plant in Novi Sad by, and Serbia purchasing Stadler’s highspeed trains, to name a few. The year 2021 brought us the much-awaited gatherings in person. For the first time since the beginning of the COVID-19 pandemic, members of the Swiss-Serbian Chamber of Commerce (SSCC) attended the business networking lunch in Vrdnik, on Fruška Gora, together with SSCC’s guest of honour, the Swiss Ambassador to the Republic of Serbia and Montenegro, H.E. Urs Schmid. This was followed by the exhibition “Can tech save the world?”, organized by the

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IN 2021, SSCC ALSO INTRODUCED A SERIES OF WEBINARS TITLED ''CEESWISS IMPULSE SESSION'’, HELD IN COOPERATION WITH THE CHAMBER OF COMMERCE SWITZERLAND (SEC)

Swiss Embassy in cooperation with local partners, including SSCC, which was opened in September 2021 at the Science Technology Park in Belgrade. The exhibition showcased innovative, clean-tech solutions developed by Serbian and Swiss startups and emerging companies. At the same time, the opening of the exhibition was an opportunity for Serbian and Swiss innovative companies to network and consider possibilities for further cooperation and joint projects. Also in September 2021, during the

stand the implications of digital transformation in healthcare and discuss how this transformation can be further advanced in Serbia. Since the Serbian ICT sector is attracting the attention of Swiss companies, in cooperation with its institutional partner from Switzerland, ’Switzerland Global Enterprise (S-GE), the SSCC will hold a webinar in January 2022 to present the potential of the local market to interested companies from Switzerland. We are particularly happy to announce the participation of Nicolas Bürer, Managing Director of

Then, there was a webinar about the new Law on Digital Property which was held in cooperation with the JSP Law Firm, which helped members to learn more about the law which regulates the use of virtual currencies and digital tokens in the Republic of Serbia. Finally, as in 2020, we continued with a series of lectures on cyber-security, thanks to the SSCC’s premium member-company, Sky Express’. Next year, the Swiss-Serbian Chamber of Commerce will continue to work on expanding not only its membership but also the network of institutional partners, both locally, in the region and Switzerland as well. 

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DIGITALIZATION IS STILL ONE OF THE KEY ELEMENTS FOR THE FURTHER DEVELOPMENT OF SUSTAINABLE BUSINESS ACTIVITIES AND THE ENHANCEMENT OF THE SWISS-SERBIAN ECONOMIC RELATIONS

digitalswitzerland, in this event. Additionally, we will provide a platform for online business networking. Last but not least, the SSCC members have been very active over the last 12 months and initiated many webinars on relevant topics, such as the webinar “Home office – risks and challenges for Employers in Serbia”, co-organized with the TSG Law Firm. There was also the Bilateral HR Meeting, initiated by Mokra Gora School of Management, which covered several interesting HR subjects for HR professionals from the SSCC member companies.

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’International Networking Cocktail, members of other bilateral chambers of commerce in Serbia had a business networking gathering. However, SSCC did not restrict its cooperation to only local business organizations. The Swiss bilateral chambers of commerce from Bulgaria, Romania and North Macedonia took part in the first joint regional event called Swiss Business in Bulgaria, Romania, Serbia and North Macedonia. On this occasion, we were happy to welcome four Swiss Ambassadors from the region. In 2021, SSCC also introduced a series of webinars titled ''CEE-Swiss Impulse Session'’, held in cooperation with the Chamber of Commerce Switzerland (SEC). SEC is a non-profit organization based in Zurich that promotes business between Swiss companies and those from Central and Eastern Europe. Regarding the public-private dialogue, the working meeting titled ‘’Macroeconomic trends in the economy of the Republic of Serbia in the context of COVID-19’’ took place in April 2021 with the representatives of the Serbian Ministry of Finance and the Chamber of Commerce and Industry taking part. In addition to presentations about the economic measures of support and the macroeconomic data of the domestic economy, participants had the opportunity to directly engage in dialogue with the representatives of the state bodies. In 2021, the Swiss-Serbian Chamber of Commerce’s focus remained unchanged - digitalization is still one of the key elements for the further development of sustainable business activities and the enhancement of the Swiss-Serbian economic relations. Most business leaders have decided to launch digital transformation initiatives to keep businesses running as smoothly as possible during the COVID-19 outbreak and to better prepare for the recovery phase. With this in mind, the SSCC organized the online round table discussion called ‘’Digitalization of healthcare ecosystem – one year later’’ together with Roche Serbia, one of the SSCC founding members. The purpose of this round table was to better under-

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NO MORE SPILLED ENERGY In cooperation with the Swiss company ABB, Electric Power Industry of Serbia improves availability and increases overall energy efficiency of its Bajina Bašta Hydroelectric Power Plant

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enewable energy sources, the circular economy and the promotion of green technologies are important actors in the fight for a better future. Every now and then, we can hear how the improvement of energy efficiency helps achieve significant environmental and economic benefits. As it implies optimal electricity consumption to achieve maximum savings, the implementation of energy efficiency measures is an area full of challenges requiring expertise and continuous improvement to reach the most advanced solutions. It is the main reason why ABB has launched a campaign called Energy Efficiency Movement which will last for at least 2 years, involving various activities. This campaign fully complies with the Ecodesign Regulation (EU 2019/1781), which entered into force in the European Union on 1 July 2021 and sets out new

efficiency standards for electric motors. “The very idea of the Energy Efficiency Movement campaign is to make people aware of the importance of energy efficiency and to liaise with governments, companies, and universities to achieve a common goal, that is to reduce the negative impact on the environment

IN PERCENTAGE

Nearly 300 million electric motors drive today's industry and if each of them were replaced by a highly efficient motor, global consumption would be reduced by about 10 percent

using advanced technologies in various industries,” says Milan Jevremović, Local Business Area Manager ABB Motion in Serbia. Not always in the focus of public attention, electromotors and the frequency converters that optimize their operation, are almost everywhere. They run many technological processes necessary for a modern way of living, ranging from industrial pumps, fans, production process conveyors, transport drive systems to the air conditioning, heating and ventilation systems in buildings and commercial facilities. Globally, electric motors consume close to 70 per cent of total electricity, so ABB saw this as an opportunity for most significant savings. Although still in use, many old motors were constructed according to outdated efficiency standards, thus causing the entire factory lines to operate at a

lower level of efficiency than they are supposed to. It leads to increased costs during their operation. “Near 300 million electric motors drive today’s industry, and if each of them got replaced by a highly efficient motor, global consumption would be reduced by about 10 per cent, which offers us, as a society, a great potential. In 2020, ABB's high-efficiency electrical motors and drives saved a total of 198 TWh worldwide,” Jevremović points out.

STATIC FREQUENCY CONVERTER (SFC) FOR MAXIMUM POWER SAVINGS The idea for a static frequency converter was born while the construction of RHPP was in its initial phase, serving the purpose of starting the hydro turbine in motor mode when the power plant operates as a pumping plant. Over the past decades, HPP “Bajina Bašta”, as a part of PE Electric Power Industry of Serbia, always had a reliable partner in ABB. In addition to providing various types of equipment for these power plants over the years, ABB got involved in the early stages of SFC project and helped EPS to come up with optimal solutions to make RHPP “Bajina Bašta” an example of efficiency.

ADVANTAGE

ABB's significant advantage over other manufacturers is certainly its best list of references, with the presented references comparable in terms of both aggregate and SFP strength to RHE aggregates As Milan Jevremović explains, the installation of a static frequency converter helps RHPP “Bajina Bašta” to work more efficiently through several aspects. “One of them is the way of starting the turbine units, but more importantly, with this project we have enabled the hydropower plant to work more efficiently because its hydro turbines will no longer be engaged and switched off for starting-up the turbines in RHPP, thus enabling them to work continuously and produce more green energy. It will save

about 5 GWh per year in production, allowing us to make production more efficient. Another, equally important aspect is that with the implementation of this solution, the operational and exploitation life of the hydro turbines, used as drive units during synchronous start-up in hydropower plant, will be extended by eight years, reducing the need for overhaul as well,” says Jevremović. Radenko Vasić, Revitalization and Modernization Project Manager at “Drinsko-Limske Hydro Power Plants”, points out that the significant advantage of ABB over the other manufacturers is certainly in its reference list, whereby the presented references were comparable in terms of hydro turbine power and SFC power, with RHPP hydro turbines. Over the last few years, one of the important business goals of PE Electric Power Industry of Serbia, as the largest power supply company in Serbia, is the improvement of energy efficiency in their production facilities. Energy efficiency is being recognized as an obligation and as a great benefit for EPS because each megawatt of savings, whether expressed in money or in energy, is beneficial. For almost 60 years, HPP “Bajina Bašta” has cooperated successfully with ABB (formed by merging ASEA and BBC companies), which was also reflected in this project, both in terms of providing the necessary technical information in the pre-tender phase and the execution of contracts for the delivery of SFC equipment, explains Vasić. ABB will continue to pursue energy goals in cooperation with governments and scientific institutions to promote the development of energy efficiency and contribute to a better living environment. “Through innovation, both products and solutions, by sharing knowledge and experience, we can optimize consumption, improve efficiency, and help to make industries, infrastructure and transportation more efficient, and our society more eco-conscious,” concludes Jevremović. 

MAXIMIZE THE ENERGY PRODUCTION

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ABB MEGADRIVE- LCI (~21MW) and transformers for the soft start of 2 x 300MW synchronous machines in the RHPP Bajina Bašta are helping to maximize the energy production by delivering additional 5-6 GWh per year through better efficiency and readiness of the hydro turbines.

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RENEWABLE ENERGY SOURCES AND REVERSIBLE HYDROPOWER PLANTS Renewable energy sources such as solar and wind power plants contribute to the energy system and reduce CO2 emissions. However, the need for a stable electricity supply is constantly growing, particularly in periods of intensified demand. Therefore, it is necessary to have an adequate solution to compensate for the increased demand. Fortunately, there is a solution in the form of extremely important reversible hydropower plants (RHPP). Compared to hydropower plants, as we are already familiar with, RHPP can store surplus energy. They achieve this by pumping water into the reservoir (pump storage) using excess electricity, and if the need for increased production arises, the water from the reservoir is released back to run turbines to produce electricity. As the Director of Electricity Generation at “Drinsko-Limske Hydro Power Plants”, the branch of PE Electric Power Industry of Serbia (EPS), Dušan Trišić explains that RHPP “Bajina Bašta” is a significant facility in the system of EPS which is used to compensate for daily peaks in consumption, as well as for seasonal production deficiencies in the system. Speaking about the specifications of RHPP “Bajina Basta”, Trišić explains that it consists of two hydro turbines of 300 MW each. The average annual production of RHPP is 620 GWh, with the highest annual production being 707 GWh, and the lowest 527 GWh. During the day, there are usually two start-ups of the hydro turbine, in the generator mode in the morning and afternoon peak, and during the night one pumping mode per hydro turbine. That means 30-60 start-ups in turbine mode

and about 30 in pumping mode per hydro turbine monthly, says Trišić.

COOPERATION

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3,322 COMPANIES IN SERBIA DO BUSINESS WITH THE REPUBLIC OF SWITZERLAND

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Switzerland supports the EU accession process and has so far spent 300 million Swiss francs in financial assistance to Serbia which went towards further development of various sectors in the country

rading in goods is only one segment of the cooperation between the two countries, which is also based on providing support in many sectors, including education. According to the latest available data from the State Bureau of Statistics, in 2020, the total external trade in goods with Switzerland amounted to 456.4 million euros (an increase of 5.4 percent compared to 2019). Total exports in 2020 amounted to 155.6 million euros (an increase of 9.6 percent compared to 2019) while total imports

in 2020 stood at 300.8 million euros (an increase of 3.4 percent compared to 2019). In the same year, the exter-

517 ACTIVE SWISS COMPANIES ARE REGISTERED IN THE TERRITORY OF THE REPUBLIC OF SERBIA, AS OF OCTOBER 2, 2021

nal trade deficit was 145.2 million euros (down 2.2 percent). The export to import ratio in 2020 was 51.7 percent (an increase of 2.7 percentage points relative to 2019). In the first nine months of 2021, Serbia's total external trade in goods with Switzerland amounted to 365.3 million euros (an increase of 8.8 percent compared to the same period in 2020). Total exports during the same period amounted to 128.5 million euros (an increase of 10.3 percent compared to the same period in 2020), while total imports stood at 236.8 million euros (an increase of 8 percent compared to the same period in 2020). The external trade deficit in the observed period was 108.2 million euros (an increase of 5.4 percent relative to the same period in 2020). The export to import ratio during this time was 54.3 percent (an increase of 1.1 percentage points compared to the same period in 2020). From January to September 2021, Serbia mostly exported to Switzerland the following - palladium plates, sheets, refined copper, iron or steel structures and parts, doors, windows and plastic frames, etc. From January to September 2021, Switzerland mostly exported the following to Serbia - medicines for retail purposes; mercury, gold plates, machine parts and wristwatches. In the period January-August 2021, according to the NBS data, Serbia generated an income of 288 million euros and had costs amounting to 201 million euros in exchanging services with

IN THE FIRST NINE MONTHS OF 2021, SERBIA'S TOTAL EXTERNAL TRADE IN GOODS WITH SWITZERLAND AMOUNTED TO 365.3 MILLION EUROS Confederation, signed on November 21, 2001, ratified on April 26, 2002, entered into force on April 26, 2002; • Agreement between the State Union of Serbia and Montenegro and the Swiss Confederation on Facilitation and Mutual Protection of Investments, signed on December 7, 2005, ratified on May 11, 2006, entered into force on July 20, 2007;

• Agreement on Agriculture between the Republic of Serbia and the Swiss Confederation, signed on 17.12.2009, ratified on 01.10.2010 (with EFTA); • Agreement between the Council of Ministers of Serbia and Montenegro and the Swiss Federal Council on the avoidance of double taxation concerning taxes on income and property, signed on 13.04.2005, ratified on 22.10.2005, entered into force on 05.04.2006; • Agreement between the Federal Republic of Yugoslavia and the Swiss Confederation on Technical and Financial Assistance, signed on February 21, 2003, ratified on July 17, 2003; • Agreement with EFTA countries. For the Republic of Serbia, Switzerland is the most important trade partner within the European Free Trade Association (EFTA). 

AGREEMENTS

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Bilateral economic agreements signed between Switzerland and Serbia cover various areas, such as trade relations, economic cooperation, financial cooperation, etc.

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Switzerland, i.e. it generated a surplus of 87 million euros. Based on the data collated by the Ministry of Finance of the Republic of Serbia - Customs Administration, 3,322 companies in Serbia do business with the Republic of Switzerland. Of those companies, 1,978 import from Switzerland and 1,002 export to Switzerland, while 342 are engaged in both import and export. According to the data from the Business Registers Agency of the Republic of Serbia, 517 active Swiss companies are registered in the territory of the Republic of Serbia (as of October 2, 2021). In the period from January 2010 to June 2021, Swiss net investments stood at 1.3 billion euros. Switzerland supports the EU accession process and has so far invested 300 million Swiss francs in the form of assistance to the Government of the Republic of Serbia for the further development of various sectors. Apart from trade, it is especially important to mention the support of the Swiss Government in the implementation of dual education in Serbia. Bilateral economic agreements signed between Switzerland and Serbia cover various areas, such as trade relations, economic cooperation, financial cooperation, etc., and based on that, a large number of bilateral agreements were signed, with the following being most important for the Serbian economy: • Trade Agreement between the Federal Republic of Yugoslavia and the Swiss Confederation, signed on September 27, 1948, ratified on March 15, 1949, entered into force on March 15, 1949; • Agreement on Trade and Economic Cooperation between the Federal Republic of Yugoslavia and the Swiss

E C O N O M Y

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OVER 50% OF THE POPULATION WORKS IN THE SERVICE SECTOR Banking is one of the most important businesses in Switzerland. Many banks have started to use the Internet for business purposes

witzerland has one of the world’s highest per capita GDPs and a highly skilled workforce. The economy relies on financial services, precision manufacturing, metals, pharmaceuticals, chemicals, and electronics. About two-thirds of Switzerland's territory is covered with forests, lakes and mountains. Since Switzerland has no mineral resources, it has to resort to importing, processing and reselling them as products. The service sector is the most important part of the economy. This includes banking, assurances and tourism.

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Farming is also an important segment of the Swiss economy, but Swiss farming cannot fulfil the needs of the

LESS THAN 10% OF THE POPULATION IS EMPLOYED IN AGRICULTURE. THIS SECTOR IS STRONGLY SUPPORTED BY THE GOVERNMENT

entire Swiss population, so the country has to import goods. Less than 10% of the population is employed in agriculture, also considered the primary sector, which is strongly supported by the government. About 40% of the population is employed in the industry, trade and handicraft, also considered the secondary sector. This sector includes the machine-building and metal-processing industry, watch industry and the textile industry. All of them export most of their products and suffer a lot because of the expensive Swiss Franc. The fact that Switzerland is not an EU

member additionally slows down the Swiss exports. More than 50% of the population is employed in the service sector, also considered the tertiary sector. This sector includes banking, assurances, tourism and so on. Banking is one of the most important businesses in Switzerland. Many banks have started to use the Internet for business purposes. The country's real GDP is expected to increase by 3% in 2022 and 2.1% in 2023. Activity rebounded in 2021 as restrictive measures were lifted, but the successive waves of the pandemic in the second part of the year have added to uncertainty. The continued growth in exports, notably in the chemical and pharmaceutical sectors, and improving sentiment should support private investments. Better labour market prospects and the reduction of currently high savings will underpin consumption growth. With high energy prices, inflation has crept up but is projected to remain moderate. Switzerland’s economic freedom score is 81.9, making its economy the 4th freest in the world according to the 2021 Index. Its overall score has decreased by 0.1 points, with only small changes registered in individual indicators. Switzerland is ranked 1st among 45 countries in Europe, and its overall score is above the regional and world averages. Switzerland’s economy remains in

the free category where it has been for more than a decade. Only four other countries achieved that elite status this year. Economic freedom is well established and institutionalized in Switzerland. Were it not for its perpetual and comparatively low scores on the tax burden and government spending indicators, Switzerland might well have been the top-rated country according to the Index.

THE CONTINUED GROWTH IN EXPORTS, NOTABLY IN THE CHEMICAL AND PHARMACEUTICAL SECTORS, AND IMPROVING SENTIMENT SHOULD SUPPORT PRIVATE INVESTMENTS Protection of property rights is strongly enforced, and an independent and fair judicial system is institutionalized throughout the economy. Intellectual property rights are respected and enforced. Commercial and bankruptcy laws are applied consistently and efficiently. The government is free from pervasive corruption, thanks largely to its strong institutions. Switzer-

land is ranked 4th in Transparency International’s 2019 Corruption Perceptions Index. Cantonal-level taxation is more burdensome than federal-level taxation. The top federal income tax rate is 11.5 percent. The federal corporate tax rate is 8.5 percent. The overall tax burden equals 27.9 percent of total domestic income. Government spending has amounted to 32.8 percent of total output (GDP) over the past three years, and budget surpluses have averaged 1.2 percent of GDP. Public debt is equivalent to 39.3 percent of GDP. Switzerland did not keep pace with other countries this year in terms of improving the business environment. Labour productivity is high, and there is no federally mandated minimum wage. Switzerland has lax price control, but its agricultural sector remains protected and heavily subsidized with direct subsidy payments comprising two-thirds of an average farm’s profits. Switzerland has 31 preferential trade agreements in force. The trade-weighted average tariff rate is 2.0 percent, and 154 non-tariff measures are in effect. The consistent, transparent, and modern investment framework supports and facilitates foreign investment. Supported by a sound regulatory regime, the competitive financial sector offers a wide range of financing instruments. Banking remains well-capitalized, facilitating access to credit. 

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Focus 19

CORPORATE

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READY FOR NEW PROJECTS AND STRATEGIC PARTNERSHIPS We will significantly contribute to ensuring continuity, security and optimization of the strategic energy supply chain MARJANA VUKOVIĆ KUŽET Chief Operating Officer of Mitan Oil

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itan Oil operates under the Swiss joint-stock company Mitan Holding AG, and the company's activities are focused on storage, wholesale and retail of liquid petroleum products, i.e. the provision of port services. In her interview for Diplomacy&Commerce magazine, the company's Chief Operating Officer, Marjana Vuković Kužet, talks about the company facing the challenges imposed by the pandemic, but also about innovations it has implemented.

How did Mitan Oil deal with the consequences of the pandemic? — In the last two years, like all companies, we have been facing difficulties in planning and implementing activities during the global pandemic. The biggest challenge for us was to ensure the continuity of business operations, especially bearing in mind that we are engaged in activities of strategic importance and that we provide services 24/7. Due to the nature of our business, over 80% of our employees can't work remotely as they are highly specialized. I believe that the corporate culture, which is based on the principles of workplace health and safety as fundamental values, has helped us a lot in overcoming the aggravating circumstances. We are proud of the fact that, despite the COVID-induced crisis, we have managed to implement three important investment projects, which we believe will have long-term significance for our business in the future.

How have you improved goods handling processes? — We have finalized the construction of the industrial track that connects our terminal for storage and handling of oil derivatives in Smederevo with the railway infrastructure, to help our partners to receive and ship goods by rail. Since we also receive goods by river or road, along with the third handling modality which is rail, we will significantly contribute to ensuring continuity, security and optimization of the supply chain of strategic energy sources.

FUTURE

Despite the COVID-induced crisis, we have managed to implement three important investment projects, which we believe will have longterm significance for our business in the future Mitan Oil is also a port operator that does business at an international port. — In addition to the Petroleum Industry of Serbia (NIS), Mitan Oil has the only oil terminal licensed to provide port services at the international port. In the previous two years, we have invested 2.2 mil-

lion euros in the port area. In addition to infrastructure investments, we have implemented several security measures and hired trained staff, to receive goods on the Danube following international ADN regulations and all measures that SEVESO plants must comply with. Have you made new investments in the field of environmental protection? — Yes, VRU units have been installed and commissioned at the Terminal. This is a facility that, during reloading, performs the recovery of gasoline vapours in the gas phase and their return to the storage tank. In this way, harmful vapours are prevented from contaminating the atmosphere, which we consider an important environmental measure to preserve air quality. We believe that 2022 will be even more successful for us and we are ready for new projects and new strategic partnerships. 

CORPORATE

AMS OSIGURANJE: TRAVEL SAFELY TO YOUR SKI VACATION EVEN DURING THE CORONAVIRUS PANDEMIC

chase our Travel Health Insurance policy and rest assured that we will cover the extremely high costs of medical treatment abroad instead of you. Whether you need an urgent medical intervention, medication or medical aids,

INSURANCE

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Don't leave things to chance – purchase our Travel Health Insurance policy and rest assured that we will cover the extremely high costs of medical treatment abroad instead of you

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ou have planned a ski vacation abroad, but you are afraid to travel because of the coronavirus pandemic, which is ongoing in most countries? Don't worry, you can purchase AMS Osiguranje's Travel Health Insurance policy, which, in addition to covering the medical costs of skiing injuries, also covers the medical treatment of diseases caused by the COVID-19 virus. While listening intently to the needs of its clients, AMS Osiguranje has expanded the range of its services and now provides additional coverage in case of the COVID-19-related diseases, by covering the expensive costs of treatment abroad, caused by this virus. Don't leave things to chance – pur-

as well as many other health services covered by your insurance policy terms and conditions, all you need to do is to report the insured event by calling the phone number that is cited on the policy. In addition to the agreed coverage of the costs of medical treatment of injuries you sustained while skiing abroad, our policy will, if stipulated in the policy, also cover the medical costs related to the COVID-19-related illnesses, which includes required medical examinations by authorized doctors, testing in case of infection for the purpose of emergency medical assistance, diagnosis of a COVID-19 infection, outpatient treatment, hospital treatment or emergency medical evacuation to the country of residence, in accordance with the insurance conditions. AMS Osiguranje is the right choice for you because you can now safely and easily buy our travel health insurance policy with additional COVID-19 coverage on our website quickly, at a 30 percent lower price. Thus, the insurance premium for an individual policy, with the COVID-19 coverage, for a seven-day skiing trip in Europe, will cost you only 2,757 dinars. The savings are great, especially if you go on a family trip because, in that case, the premium is only 6,064 dinars for the same period. All you need to do is set aside a few minutes and from the comfort of your home, in only a few simple steps, purchase our travel health insurance and go on vacation worry-free. You can find detailed instructions for the online purchase of our travel health insurance policy on our website - webshop.ams.co.rs . For more information, call 0800-009009, or you can come to our offices at 16, Ruzveltova Street in Belgrade or to any of our 250 branches across Serbia. AMS Osiguranje wishes you a bon voyage and carefree vacation! 

ACTIVITIES

SSCC’ ACTIVITIES Despite of Covid and changed working conditions, throughout 2021, the Swiss-Serbian Chamber of Commerce had many activities growing companies. The exhibition was organized by the Swiss Embassy, in cooperation with local partners: the Science Technology Park Belgrade, the Serbian Chamber of Commerce, the Swiss-Serbian Chamber of Commerce, and the Ministry of Trade, Tourism and Telecommunications of Serbia.

INTERNATIONAL NETWORKING COCKTAIL SEPTEMBER, 2021 This traditional event offered the opportunity to network with members of 12 bilateral chambers of commerce and took place in the Metropol hotel in Belgrade.

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SSCC Business Networking Lunch

‘’DIGITALIZATION OF HEALTHCARE ECOSYSTEM – ONE YEAR LATER’’ -DECEMBER 2021 The online round table ‘’Digitalization of healthcare ecosystem – one year later’’ was organized by the Swiss Serbian Chamber of Commerce, together with Roche Serbia, one of the SSCC Founding members, and it was opened by His Excellency Mr Urs Schmid, Ambassador of Switzerland to the Republic of Serbia and to Montenegro. Participants were welcomed by the President of the Swiss-Serbian Chamber of Commerce Majo Mićović and General Manager of the company ‘’Sky Express’ and Dr. Ana Govedarica, CEO Roche Serbia and Montenegro, and SSCC Vice-President. During the round table, the presentations were made by the following participants: Dejan Kovačević, Digital Health Advisor at the Office of the Prime Minister of the Republic of Serbia, Prof. Branko Radulović, Full Professor of Economics and Economic Analysis of Law, Faculty of Law, University of Belgrade, Dr Nick Guldemond, sen-

ior researcher at the Leiden Medical (The Netherlands), I.M. Sechenov First Moscow State Medical University and Roche partner worldwide and Mirko Jokić, Board member of the Serbian Hemophilia Society.

WEBINAR “HOME OFFICE – RISKS AND CHALLENGES FOR EMPLOYERS IN SERBIA” HELD IN NOVEMBER 2021 The webinar ’’Home office- risks and challenges for employers in Serbia’’ was organized together with SSCC member ’’TSG Law Office’’. The lecturers focused on the current home office legislation in Serbia, common practices and legal solutions implemeted in other countries. CLEANTECH EXHIBITION – SEPTEMBER 2021 The exhibition “Can tech save the world” was opened on September 21, 2021 at the Science Technology Park Belgrade and presented more than 30 innovative, clean-tech solutions developed by Serbian and Swiss startups and

BILATERAL HR MEETING SEPTEMBER, 2021 The HR seminar ''BILATERAL HR MEETING'' was hosted by SSCC member’’Mokra Gora School of Management’’ and organized in cooperation with the German-Serbian Chamber of Commerce (AHK Serbia). On this occasion, MSM presented several interesting HR subjects to HR professionals from SSCC member -companies. SSCC BUSINESS NETWORKING LUNCH – JUNE 2021 The first gathering in person of SSCC members was organized in form of a business networking lunch in Etno Selo Vrdnik. Participants had the opportunity to explore potential business opportunities, discover local wines and food and visit Vrdnička kula as well. DIALOGUE WITH THE MINISTRY OF FINANCE AND CCIS – MAY 2021 The online working meeting was held between member companies of five bilateral business associations in Serbia: the Swiss-Serbian Chamber of Commerce (SSCC), the Hellenic Business Association, the Croatian Business Club (CBC), the Slovenian Business Club (SBC) and the Belgian-Ser-

International networking cocktail 2021-002

bian Business Association, with representatives of the Ministry of Finance of the Republic of Serbia and the Serbian Chamber of Commerce (SCC). During the working meeting titled Macroeconomic Trends in the Economy of the Republic of Serbia in the Context of COVID-19, the participants were addressed by Ognjen Popović, Acting Assistant Minister of Finance in the Government of the Republic of Serbia, and Mihailo Vesović, Director of the Sector for Strategic Analysis, Services and Internationalization of the SCC, who presented the current, as well as expected trends in the domestic economy.

SWISS BUSINESS IN BULGARIA, ROMANIA, SERBIA AND NORTH MACEDONIA, APRIL 2021 Following SSCC’s initiative, the first regional online event ’’Swiss Business in Bulgaria, Romania, Serbia and North Macedonia’’ took place in April 15, 2021. On this occasion, four Swiss Ambassadors from the region took part in this event: • H.E. Mr. Urs Schmid, the Swiss Ambassador to the Republic of Serbia and

SSCC visit to the School of Electrical Engineering

to Montenegro • H.E. Ms. Muriel Berset Kohen, the Swiss Ambassador in Bulgaria • H.E. Mr. Arthur Mattli, the Swiss Ambassador in Romania • H.E. Ms. Sybille Suter Tejada, the Swiss Ambassador in North Macedonia Also, Mr. Thomas Foerst, Head of Global Network, Switzerland Global Enterprise (S-GE) presented the Swiss perspective of the region as well as the established cooperation with the Swiss-Serbian Chamber of commerce and other participating chambers from the region. In his speech, Mr. Majo Mićović, SSCC President, welcomed this initiative by emphasizing that this event marked the beginning of regional cooperation and that more similar events would take place in the future.

E-PUBLICATION: “MEMBER2MEMBER’’ The publication “Member2Member 2021” offered a wide range of special offers and discounts to member-companies and was prepared together with the Hellenic Business Associa-

tion (HBA), the Slovenian Business Club (SPK), the Croatian Business Club (HPK) and the Belgian-Serbian Business Association (BSBA).

CYBERSECURITY WEBINARS In cooperation with SSCC’s Premium member ‘’Sky Express’’, two webinars on the topic of cybersecurity took place in 2021: ’’Threat identification and elimination’’ and ’’EPR Systems in focus’’. These webinars were organized together with the German-Serbian Chamber of Commerce (AHK Serbia) and the Italian-Serbian Chamber of Commerce (CCIS) WEBINAR NEW LAW ON DIGITAL PROPERTY – MARCH 2021 The Swiss-Serbian Chamber of Commerce and the JSP Law Office organized a webinar about the new Law on Digital Property, which regulates the use of virtual currencies and digital tokens in the Republic of Serbia, together with the Chamber of Italian-Serbian Business People, the Slovenian Business Club and the German-Serbian Chamber of Commerce. 

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Digital trasnformation of healthcare

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TSG-Webinar Home office

TRADITION

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MELODY AND TASTE OF THE MOUNTAIN The most authentic sounds and tastes of Switzerland originated on the slopes of the highest European mountain range, and are intertwined with the tradition that is preserved to this day

he Alps have greatly influenced the Swiss tradition. Pastures at high altitudes have spurred the development of livestock and the production of top-notch cheese. Although this connection is not noticeable at first, but apart from the specific taste, this also spurred the development of authentic sound. First, it gave birth to an instrument with which cattle breeders used to call in their cows, while today, the alphorn is one of the staples of this region. So typically Swiss, the alphorn, was originally a musical and signalling instrument used by the herdsmen and the many yodelling choirs that have been formed since the 19th century. In general, Switzerland has a diverse amateur music scene, and there is at least a choir or a brass band in virtually every village. Like the didgeridoo, the Indian bam-

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THE ALPHORN HAS LONG BEEN A TOOL USED BY SHEPHERDS. IT WAS USED TO CALL THE COWS FROM THE PASTURES AND INTO THE BARN AT MILKING TIME

boo or wooden trumpet and the African horn, the alphorn is one of the original wooden wind instruments. The alphorn in Switzerland was first documented in the mid-16th century by natural scientist Conrad Gesner. Over time, the alphorn almost totally disappeared as an instrument used by Swiss shepherds. It was only with the emergence of 19th-century romanticism and the revival of folklore and tourism that the alphorn experienced a renaissance and even became a national symbol.

It was used to call the cows from the pastures and into the barn at milking time. An engraving from 1754 shows a shepherd using the alphorn to motivate the cows to cover the last steep stretch on their big climb up into the Alps. A glass painting from the Emmental Valley dating back to 1595 shows the alphorn being blown, probably to pacify the cows during milking. The blowing of the alphorn in the evening is also a traditional theme in art. This sound served as evening prayer and was mainly practised in the Reformed cantons, while in the German-speaking Catholic cantons in Central Switzerland, the call to prayer was preferred. The main function of the alphorn was, however, for communication with the herdsmen on the neighbouring Alps and with the people down in the valley below. After 1800, as the production of cheese increasingly shifted from the Alps to the dairies in villages, the alphorn was used less and less. After the alphorn was hardly heard at traditional festivals anymore, the Bernese official, Niklaus von Mülinen, began to repair alphorns in the 1820s and distribute them to talented players in Grindelwald. Although the alphorn had more or less lost its original function in the mountains, today, it wins the hearts of

its audiences as a musical instrument, has become a tourist attraction and a symbol of Switzerland. Alp cheese is only produced in the summer from cow, goat or sheep milk, that graze on the Alpine pastures. It is only when the milk production and cheese-making are done on the mountains themselves that the cheese may be called Alp cheese.

THE TERM ALP CHEESE IS PROTECTED AND MAY ONLY BE USED FOR CHEESES THAT ARE MADE IN SUMMER ON THE ALPINE FARMS Since the 15th century, people living north of the Alps have been using rennet – a substance from the stomach of a cow – to make hard cheeses. This hard cheese was greatly appreciated because it was much more durable than the cottage cheese that people had been making before. It allowed them to create a milk supply for the winter. This is also when the

foundation of the Swiss cheese culture was laid. Until the 18th century, hard cheese was made only in the summer in the Alps. The milk yields of those times meant that the cows were dry for a long time in the winter and the rest of the milk produced was used by households. This changed in the early 19th century when the practice of intensive agriculture enabled cheese to be produced in the valleys and during the winter – i.e. at times when the cows were being fed hay. The cheese made year-round in the valleys in the mountainous regions is now known as mountain cheese - to distinguish it from Alp cheese. The term 'Alp cheese' is protected and may only be used for cheeses that are made in summer on the Alpine farms. The cows graze freely on the mountains and seek out their own food on the rich, lush Alpine pastures. Their summer home in the mountains provides them with hundreds of different herbs, as opposed to only a few dozen types that grow in valleys. This healthy food diversity, the great freedom of movement and the crystal clear mountain water create tasty raw milk that can be gently made into cheese while still at body temperature. 

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Focus 25

CULTURE

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ART BELONGS TO EVERYDAY LIFE IN ZURICH’S PUBLIC SPACES Art is present in every corner of Zurich. The Swiss dynasty of painters, the Giacomettis, left their mark in museums and other institutions, making them the most beautiful in the world urich simply has everything. In addition to around 60 museums and more than 100 galleries, there is a lake with various opportunities for swimming and related activities, a treasure trove of culture for curious city explorers and around 2,000 restaurants. Zurich's neighbourhoods are sometimes hip, sometimes multicultural, sometimes industrial, sometimes historic. In any case, definitely something you want to discover. The new extension of the Kunsthaus Zürich, designed by British architect David Chipperfield, opened in autum 2021. The extensive central hall offers

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new public spaces. A multi-functional banquet hall can also be used a concert venu. In addition, the so-called Art Garden creates an organic connection

THE NEW EXTENSION OF THE KUNSTHAUS ZÜRICH, DESIGNED BY BRITISH ARCHITECT DAVID CHIPPERFIELD, OPENED IN AUTUM 2021

to the surrounding neighborhood. Kunsthaus Zürich is now the largest art museum in Switzerland. Working in conjunction with the existing building, the cube-like structure creates an imposing ensemble and provides additional exhibition space for the Kunsthaus's world-class collection. It is known for its permanent collectionsm as well as internationally acclaimed temporary exhibitions. In addition to works of old masters, you can admire the famous paintings by Picasso, Monet and Chagall and numerous contemporary artists such as Fischli/ Weiss or Sylvie Fleury. The Kunsthaus also houses the most extensive collec-

THANKS TO AUGUSTO GIACOMETTI, ZURICH HAS PROBABLY THE MOST BEAUTIFUL POLICE STATION ENTRANCE HALL IN THE WORLD, LOCATED IN THE CITY CENTRE ters represent the handicraft trade, while astronomers and magicians denote science. Nowadays, the art-in-architecture work, which was extensively restored in 2019, is considered to be of national importance. The locals affectionately refer to the Giacometti Hall as the Blüemlihalle

(“the hall of little flowers“) due to its design featuring countless ornamental flowers. This is probably the world’s most beautiful police station entrance hall by far. Augusto Giacometti (1877–1947) created the choir windows in the Grossmünster in 1933, as well as a stainedglass window in the Fraumünster in 1945. He came from the famous Giacometti dynasty of painters, along with Giovanni Giacometti and sculptor Alberto Giacometti. Also, urban adventurers can find numerous hidden cultural treasures in the heart of the city. These are tranquil oases for relaxation, exquisitely designed gardens, or particularly beautiful public institutions. Many locals are familiar with them, but for tourists, they are yet unknown gems, worth of exploration which make a visit to Zurich all the more special. 

LINDT - HOME OF CHOCOLATE

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The place where Lindt chocolatiers have been making chocolate since 1899 is now home to a huge chocolate fountain, a multimedia exhibition, and show production.

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tion of the artwork by the renowned Swiss artist Alberto Giacometti, who is best known for his sculptures. Those who explore Zurich in detail will find art on every corner – in buildings of architectural significance, art installations in public places or in the middle of parks and gardens, inviting you to enjoy art outdoors. Art belongs to everyday life in Zurich’s public spaces. The city is a stage for installations that delight and initiate conversation. The city of Zurich actively promotes free public art for everyone. On a short tour through Zurich, art lovers, city explorers and amateur and professional photographers have the opportunity to enjoy in numerous pieces of art. Thanks to Augusto Giacometti, Zurich has probably the most beautiful police station entrance hall in the world, located in the city centre. Gustav Gull, until 1900 Zurich’s municipal architect and mastermind behind the National Museum, was entrusted with the task of converting a former orphanage into a municipal building to house the city police headquarters. To save space, the vaulted ceiling of what was previously a cellar was transformed into the entrance area. In 1922, the City of Zurich launched a competition to paint the entrance hall, to brighten up the gloomy space, thus creating opportunities for local artists to express themselves. Augusto Giacometti won the competition with ease. His design, in warm red and ochre tones, was executed between 1923 and 1925 using the al fresco and al secco techniques. The ceiling and vault paintings comprise ornamental floral designs and geometric patterns. The walls, meanwhile, depict people at work - stone carvers and carpen-

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TOURISM

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SAFE TRAVEL

Switzerland, like many countries, has suffered losses in tourism. However, in an effort to maintain the safety of visitors and their hosts, the country has devised new sustainability programmes

lthough it is known for skiing in the Alps and the highest peaks in Europe, judging by the number of foreign tourists, summer tourism is still the most developed tourism branch in Switzerland. Namely, the country records the highest number of visitors during July. According to statistical data from 1996 to 2021, a record number of foreign tourists was recorded by Switzerland in July 2019, a total of 1,296,908. The tendency that was noticed all over the world in the year before the epidemic was that most countries broke all records in the number of foreign arrivals, including Switzerland. Only a year later, there was a noticeable drop in tourist traffic. Thus, in

April 2020, Switzerland had the least number of tourists, only 10,610. There was an increase in 2020, but it seems that the 2019 record numbers seem unattainable.

THE CLEAN & SAFE PROGRAMME AS A STEP TOWARDS SUSTAINABLE TOURISM The tourism trade associations have launched the 'Clean & Safe' label. The label lets guests know that they are visiting an establishment that has consciously committed to complying with the safety concept. The 'Clean & Safe' campaign is supported by Switzerland Tourism. Service suppliers are responsible for ensuring that the safety protocols are implemented and complied with.

Federal Office of Public Health (FOPH) and the State Secretariat for Economic Affairs (SECO). All event organisers and businesses must plan and implement the necessary social distancing and hygiene measures. The aim of these safety concepts is to protect customers and participants to the greatest degree possible against the coronavirus.

FORTUNATELY FOR VISITORS, IBEX GATHER IN THE VICINITY OF SOME CABLEWAY TERMINI AND VILLAGES, SUCH AS PONTRESINA

20 YEARS UNESCO BIOSPHERE ENTLEBUCH The horizon had darkened dramatically in the Entlebuch when on December 6, 1987, the Rothenthurm Initiative for a comprehensive protection of the moorlands was accepted. The outcome of the vote in favour of moorland protection left the people of Entlebuch, especially those employed in agriculture and tourism, somewhat perplexed. The region threatened to degenerate into a reserve. But the people of Entlebuch set out for new horizons and, with a great deal of commitment and heart and soul, got their region moving together. Together, they focused on genuinely sustainable action in all areas, promoted regional development and value creation with their own brand and certified regional products, made a strong case for gentle tourism with nature- and climate-compatible offers, promoted renewable energies and actively communicated to a diverse and steadily growing audience in the sense of an educational mission. Apparently so well that the Entlebuch Biosphere was elevated to a mod-

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The 'Clean & Safe' campaign is supported by Switzerland Tourism. Service suppliers are responsible for ensuring that the safety protocols are implemented and complied with

SWITZERLAND 2022

Cantonal regulations must also be taken into account in the protection concepts and measures. The relevant industries, companies and event organisers are developing safety concepts aimed at protecting their guests. These concepts are based on rules for hygiene and behaviour, as well as public health and employee protection guidelines issued by the

SAFETY MEASURES IN THE ACCOMMODATION SECTOR • Hand hygiene: Regular hand washing, avoid touching objects and surfaces wherever possible • Social distancing: Employees and other persons must maintain a distance of 1.5 metres from each other, transit and waiting zones will be designated (using room dividers if necessary), regulation of the number of people occupying given spaces • Cleaning: Appropriate, regular cleaning of surfaces and objects after use, especially if they are touched by several people. • Poeple without a Covid certificate are allowed indoors but protective masks are compulsory. • There is a Covid certificate requirement for indoor catering establishments (restaurants, bars, cafés, clubs, etc.). No certificate requirement in outdoor areas and for room service.

SAFETY MEASURES IN THE CATERING INDUSTRY Catering establishments are generally open in strict compliance with the protection concept. In the indoor area, there is a Covid certificate obligation. In outdoor areas, there is no certificate obligation. The protection concept for the hospitality industry under COVID-19 applies to all providers of gastronomic services and regulates the implementation of the requirements adopted by the Federal Council in everyday operations.

el biosphere for the world on the occasion of the ten-yearly review by UNESCO in 2011. We are proud of this and continue to work on it. Together with our population.

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SWITZERLAND 2022

HOME OF MOUNTAIN GOATS Switzerland is home to around 17,000 ibex, a figure that is all the more surprising considering how in Graubünden – the canton whose coat-of-arms bears an ibex – they became extinct during the 19th century due to hunting. The ibex was reintroduced in the National Park between 1920 and 1934. The horns are the most striking feature of the ibex. Large and impressive on the male, smaller and more deli-

THE RELEVANT INDUSTRIES, COMPANIES AND EVENT ORGANISERS ARE DEVELOPING SAFETY CONCEPTS AIMED AT PROTECTING THEIR GUESTS cate on the female, this headdress almost proved fatal for the Alpine animals. As a coveted source of medicine as well as a valuable trophy, ibexes were hunted and eradicated in the

Swiss Alps. Today, thanks to a breeding and reintroduction programme, there are again ibexes in Switzerland. To see them in the summer, you need to go high. These mountain goats’ favourite habitat is rocky terrain far above the tree line. Fortunately for visitors, ibex gather in the vicinity of some cableway termini and villages, such as Pontresina. As soon as the grass starts to sprout in the valley, the mighty animals in the Albris colony, a little the worse for wear after the winter, venture down towards the upper edge of the village and can be observed grazing, basking in the sun and tussling amongst themselves. 