The United Kingdom 2021

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VICTORIA, VICTORIA The first postage stamp was created in the U.K. It was designed in May 1840, and it featured Queen Victoria. Now all the stamps feature the current monarch.

A NEW BABYLON London houses more than 8 million citizens who communicate via different languages. It is estimated that more than 300 languages are spoken in the city.

LLANFAIR… WHAT, WHAT? Llanfairpwllgwyngyllgogerychwyr ndrobwlllllandysiliogogogoch is the longest name of any city in the world, actually a village in Wales. To help you, in Welsh, W is actually pronounced O.

A NATION THAT EMBRACES The typical food in the U.K. is roast beef and Yorkshire beef, but the Brits have voted Chicken Tikka as their national dish. The Chicken Tikka is actually an Indian recipe.

BACHELOR OF ARTS AND SCIENCES Oxford University is the oldest higher education institution in the U.K. Until 1877, it’s lecturers were not allowed to get married. That’s the origin of the academic title “Bachelor”.

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Deepening and Broadening Cooperation Photo: Marina Lopičić

We are actively working with the Serbian government and other local partners on joint projects designed to enhance regional stability and security, prosperity and trade

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he UK and Serbia share a long history of cooperation, with bilateral relations first established 184 years ago. My ambition upon arriving here as UK ambassador in Belgrade was to make our present day relationship stronger and more forward looking. I am pleased to say that political leaders in both countries support that same ambition.

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Bilateral relations between the Republic of Serbia and the United Kingdom are good, as is the cooperation between the two countries. How can these relations improve further?

— Our countries share some common challenges, for example when it comes to the online world and, say, digitalisation of public services. In other areas the UK can bring experience of having addressed challenges that Serbia is now facing, for example in the sphere of energy and the environment. I hope that cooperation in the fields of science and technology will become increasingly important in our relationship. Climate change and the global pandemic have shown how critical scientific cooperation is for a successful global response. The international team at Oxford University that developed the Oxford AstraZeneca vaccine included some young

scientists from Serbia.

The UK has been a significant contributor of technical support and capacity building projects through our Good Governance Fund to bring about positive change to the lives of ordinary citizens. We have supported the Serbian government in implementing projects surrounding cadastre reform, e-Bebe…

I am also proud of the transformative ‘21st Century School’ programme implemented by the British Council. It is fantastic to see so many girls among the students developing innovative uses for their new coding skills: the women scientists of the future.

In the modern world, trade is an integral part of international relationships; promoting trade and investment is an important role for modern embassies. Our trade resources in the region have doubled in the last two years and we are looking at more strategic cooperation on the trade front.

This goal is supported by PM Johnson’s appointment of Martin Vickers MP as the Trade Envoy for the WB, as well as the successful (re)launch of the BSCC here and in London.

UK’s export credit agency, UK Export Finance, has last year doubled its country cap for Serbia to £4bn for various infrastructure projects, and I see great potential for cooperation for example in energy, environment, and transport.

H.E. SIAN MACLEOD British Ambassador to Serbia

Both the UK and Serbia can both be proud of our vaccine roll-out programmes

We might for example single out rail as an ambitious development point – and one where I take a personal interest having first visited Belgrade by train in the 1980s! As a country with the oldest rail network and the oldest underground in the world, the UK is well positioned to provide support. We are confident that we can bring unique expertise and experience to major projects like the Belgrade Metro.

What were your biggest challenges at the beginning of your term and what results would you like to single out after being the British ambassador to Serbia for nearly two years now?

— I arrived to Belgrade just before the pandemic started, so the biggest challenges I have faced so far are linked to that. Keeping my staff and their families safe and my Embassy working has been top of my agenda. The past year and a half has shown how resilient and creative we can be in the face of incredible uncertainty and disruption to normal regimes. Like everyone else, I have had to rely on technology to talk to people – and I haven’t been able to travel as much as I would have liked.

I am grateful though for the practical support we have received throughout from the Serbian Foreign Ministry, most recently with COVID vaccinations. )

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Even as we tackle the pandemic, we know that climate change is one of the greatest challenges facing our planet.

I am very glad that this has risen up the Serbian agenda and that Serbia has set out an ambition to tackle environmental problems and decarbonise the economy.

Tackling climate change and protecting the environment needs an international effort. Later this year the UK is due to host the major UN Climate Change Conference COP 26 in Glasgow. The UK is already leading the way and has committed to a target of net zero carbon emissions by 2050 and to phasing out new petrol vehicles by 2030. Our Government has committed to creating and supporting up to 250,000 “green jobs” in the UK. Greening our economies and building a lower carbon future is a regular topic of discussion in my meetings with Serbian Government, and it was on the agenda for the recent bilateral Strategic Dialogue between senior officials from both capitals.

Our two countries have recently signed the Partnership, Trade and Cooperation Agreement. How does this agreement contribute to the development of further trade relations?

— The agreement sets out both countries’ ambitions for a future relationship, including the strengthening of political, economic, security and cultural ties, and reaffirming the UK’s support for governance reform in Serbia that will safeguard its competitive business environment and open, democratic society.

Our bilateral trade has doubled over the past 10 years, and we are strongly committed to building on this. Trade Minister Graham Stuart recently visited Serbia and met with Serbian Ministers to discuss potentials for strengthening our relationship. This was a first visit by a UK trade minister to this country in the last twenty years, and I think that send a pretty clear message on how committed we are to deepening our economic ties with Serbia.

Government reforms have been instrumental in creating a more attractive environment for international investment. Big UK companies such as Unilever, AstraZeneca and JCB are having success here, but there is much room for growth.

We need to work together. The UK needs to encourage British investors to consider Serbia as a place to do business. Serbia needs promote itself to UK investors and to continue working on reform so that investors can be confident that this is a law governed, stable and predictable business environment

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en measures to offset the negative effects on employees and companies, and made £1.5bn available to support museums, galleries, theatres and other cultural institutions.

I am neither a scientist nor a forecaster – but I can see that vaccination is making a big difference in the UK. As our Government moves in stages to re-open our economy, scientists and medical professionals are sensibly warning us of the need to remain cautious. So it may be some time before life returns fully to ‘normal’ – but with care and adaptation we are learning to live and work more safely in the meantime.

where their business can flourish and bring benefit to local communities.

The Serbian government has recognised the importance of infrastructure development in attracting investment.

The UK is committed to supporting this through knowledge sharing and capacity building, UK company expertise and UK Export Finance backing.

How well are Serbia and Great Britain fighting the coronavirus pandemic? What will recovery from the pandemic look like and when will life return to normal?

— The pandemic has presented Governments and healthcare systems with

serious challenges. The challenge is enormous. The development of vaccines against COVID has been done at absolutely remarkable speed. Normally a new vaccine would take many years to develop but some of these vaccines, for use against a completely new virus, were available in under a year.

Both the UK and Serbia can both be proud of our vaccine roll-out programmes. The Serbia e-vaccine registration has been very impressive.

Over 40 million people in the UK have now had their first vaccine and over 2.5 million in Serbia. The UK is one of the largest national donors to the international COVAX mechanism: we have given £548 million to provide vaccines to the world’s poorest countries. Furthermore, the UK pledged that it would match every 4$ donated to COVAX by other international partners with additional £1 in UK funding, up to £250 million.

As far as the wider impact of the pandemic is concerned, it really has had massive shocks on economies around the world. Like many others, the British government has undertak-

I have especially enjoyed cycling along your great rivers and visiting some of your beautiful nature reserves, most recently Obedska Bara

You have been living in Belgrade for nearly two years. What are your impressions of Serbia and Belgrade, in particular?

— I first visited this region as a student many years ago, so it is an enormous pleasure to be back here. I am also proud that I am the first woman British Ambassador in Belgrade. Despite the pandemic, I have still managed to see a bit of the country.

I experimented with recording a podcast The Online Diplomat when I couldn’t get out and about. I enjoyed it and would like to pick it up again once time allows, but my days have got very busy as the world gets back to work.

I managed to go to some concerts and art galleries in my first few months. But there is obviously a lot more culture for me to get out and see as the situation becomes easier!

In the meantime I have tried to get to know more Serbian books and films.

I haven’t yet read anything that I like quite as much as Ivo Andric’s The Days of the Consuls - which was already one of my favourite books before I came to Serbia.

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New Chapter in Our Relations

The Agreement secures preferential trade access between the UK and Serbia with significant savings for business to support jobs and the wider economy

I N T E RV I E W

he UK and Serbia recently have signed a Partnership, Trade and Cooperation Agreement to ensure trade can continue and grow between the two countries.

We spoke with Dr David Landsman, Chairman of the British-Serbian Chamber of Commerce, about how the two countries will strengthen political, economic, security and cultural ties, and reaffirms the UK’s support for governance reform in Serbia.

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On the 1st of January, Brexit actually and finally happened. Besides it will reshape the UK-EU relations so far, it will reshape Serbian-British economic relations. How would you assess our overall relations today?

— Speaking from the perspective of the Chamber and so speaking about economic relations, I think the prospects are very strong. That’s essentially because we all know that so far we have not realized the full potential for businesses either from Serbia or the UK, but that the conditions are now in place for businesses, with the support of the governments, to seek out and realise new opportunities.

Brexit makes a big difference. Now Britain and Serbia are both in the same category as non-EU countries. For British business, there is every reason to

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Dr DAVID LANDSMAN Chairman of the BritishSerbian Chamber of Commerce

Strong cooperation and improving infrastructure means that we as a Chamber and our partners can present a very convincing story to British business

look for opportunities in countries like Serbia, which are in Europe but not in the EU, now that there is no special reason to focus on EU countries.

So British companies can look at Serbia’s geographical position, a talented workforce, rapidly-improving infrastructure, Serbia’s trade deals with both the EU and countries like Russia and Turkey, as well as public investment plans – and see opportunities they may not have seen before.

On the other side, Britain is a large and sophisticated market for Serbian products – from food and drink to manufactured goods – as well as increasingly an investment destination for ambitious tech companies. In short, we have some way to go but the prospects are very good.

The UK enforces the swift and successful vaccination rollout, which was proven to be the crucial thing for the recovery of the economy. Can we expect the British economy to be one of the leaders in 2021 and 2022?

— It's always been good to see Britain and Serbia at the top of the European vaccinations lists. The numbers speak for themselves: Britain is on track for very strong growth this year. The worst fears about the impact of Brexit have not been realized, by a long way. And Britain is well placed to take advantage of the “shocks” to the economy from both Brexit and the pandemic in a way which can leave the country stronger.

So it’s a good time for innovative businesses to be looking at Britain.

Your connection to Serbia dates back to 1997. What do you think about Serbia’s role in this region? Where do you see potential for the cooperation`s growth?

— So much has changed since 1997.

I remember early on in my time as Chairman of the Chamber, I met Mr

Marko Čadež in London. What struck me most was not his role as President of the Serbian Chamber of Commerce, but that he was also President of the WB6 association of Chambers.

The fact that the Chambers, the businesses and the governments of the countries of the region are working closely together is hugely important for the attractiveness of the region to foreign investors.

The work towards a “mini-Schengen” sends a very positive signal about regional cooperation. Obviously the regional market is so much larger than that of any one country, and that makes it much more appealing. Strong cooperation, improving infrastructure and other investment means that we as a Chamber and our partners can present a very convincing story to British business. And obviously many of the routes to working in the region pass through Serbia.

What does the partnership, trade and cooperation agreement signed

by Serbia and Great Britain bring and is this a new chapter in the relations between our two countries?

— The agreement is of course a necessary step to ensuring that British and Serbian companies can enjoy broadly the same rights and opportunities as they did before Britain left the EU. So Britain has had to negotiate such agreements with many countries, which explains the delay in concluding the agreement with Serbia.

We and our members were very concerned about this and we pressed both Governments hard. But the good news is that the deal is now done. Not only is the deal important in itself, but it is a symbol of the two countries’ readiness to work together. Alongside the double taxation agreement and investment protection agreement, it is something we can build on for the future.

We Offer a Premium Product and Premium Service to the Market

There are people in this country who are quite aware of the value they get for the money invested in some of the vehicles from the JLR range, and who are looking for both a premium product and a premium service because one cannot do without the other

e talked with Ostoja Mijailović, the CEO and proprietor of British Motors, about how he decided to sell luxury cars in a country that has had unstable economic conditions for a long time.

"Economic circumstances in Serbia have been unstable for a long time, but car lovers in our country certainly know how to recognize the quality and style that suits their sensibility.

The culture in our region is peculiar, with a touch of the Oriental East, the Soviet East and the West, which has its own idiosyncrasies. I think that Jaguar Land Rover, as a brand of enormous power, was not adequately presented in our country until a few years ago,” Mr Mijailović says.

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What is the current situation in the automotive industry? What results did your company accomplish in 2020 and what are they like in the first five months of this year? Can you see an improvement?

— It is already old news that numerous activities, primarily related to direct marketing and promotion at the largest trade fairs, have been paralyzed due to the pandemic. This affected the entire industry and caused stagnation to a certain extent. Under the given circumstances, we have managed to find our way to our clients and maintain the level of business. Even more than that, we have implemented the

plan to expand and open British Motors West in Čačak, as a regional dealership, thanks to which we are closer to our clients from that part of Serbia.

We are still expecting a significant improvement because, in the last quarter of this year and the first quarter of next year, the JLR range will have two completely new models - Range Rover and Range Rover Sport. People have been inquiring a lot and are interested in the availability of new models.

You opened a new authorized Jaguar Land Rover dealership in Čačak recently. Are you planning any more business ventures?

— We have showrooms in Belgrade and Podgorica, as well as a new service and sales centre in Čačak. The plan with JLR is to build a large showroom in Novi Sad next year. Vojvodina absolutely deserves such a service and showroom. I believe this will be a complete success for both the clients and us.

What sales and after-sales benefits do you offer to your customers?

— British Motors provides a so-called 360-degree service. In one place and under one roof, the client can purchase vehicles, service and finance them through leasing or fleet management and pay insurance. After-sales benefits relate to the premium segment, primarily availability and serviceability. The only concern our client have is which trip to go on with their car.

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OSTOJA MIJAILOVIĆ CEO and proprietor of British Motors

All services are performed under the auspices of a single business system, which is a significant factor that instils additional trust in our customers

You are a successful businessman, even when times are tough. You started your own business as a young man.

You now have six companies, which employ about 700 people. What are your business principles? What is your reasoning like in times of crisis?

— I entered the world of business too early. I was only 21 when I opened a small car service. I see this humble beginning as a precious experience that taught me a lot. For me, there are three key factors of success.

The first is definitely people. I am proud that my companies today are run by professionals who have graduated from the most prestigious colleges in the world; people who have abundant experience in the areas in which they are in charge. They are very creative and dedicated to doing their job.

The second is personal commitment and presence in all companies. I work 10-12 hours every day as I am a workaholic by nature. I like strategic planning as well as setting goals for all my colleagues and together with them, I look for a way to achieve them. Today, I do not operationally manage any company, which was my goal, i.e. to build a system that will work.

The third factor is perseverance.

When you decide to do something, you have to believe in it indefinitely and be persistent to the end. Managing 5 or 700 people is not different. The only difference is in the way you think. It's the same with the crisis. The most important is the ability to see the circumstances and then, to paraphrase Hannibal, "either find a way or make one."

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Serbian Market has a Great Potential

Serbia has a well-educated workforce, that one of the reasons why inward investors come to Serbia these days

I N T E RV I E W

he British Serbian Chamber of Commerce sees a wide variety of sectors with potential. These include several infrastructure sectors - transport including rail and road, green energy. We talked about further economic relations between Serbia and UK with Richard Robinson, BSCC Executive Director in Belgrade.

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RICHARD ROBINSON Executive Director BSCC Belgrade

You have abundant experience as a director of the British Chamber, as well as from working in finance. How would you rate the Serbian market and the cooperation we have with the UK? — At the British Serbian Chamber of Commerce (BSCC) we see the Serbian market as having great potential in a wide variety of sectors. Now the new UK-Serbian Partnership Trade and Cooperation Agreement has come into force companies in both countries can plan with more certainty and we anticipate growth in bilateral trade. One of the consequences of the UK leaving the EU is that many UK companies are reviewing their export plans and considering exporting to the West Balkans and Serbia for the first time.

In which segments can economic cooperation improve? Which economic sectors have the potential for the further development of cooperation?

— The British Serbian Chamber of Commerce sees a wide variety of sectors with potential. These include several infrastructure sectors – transport including rail and road, green energy (which fits in with the UK Government’s Chairmanship of COP26 in Glasgow later this year). The UK government is providing further support with its recent increase in funds and guarantees available through UK Export Finance.

Other important sectors for the

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We are working to promote links between the IT sectors in both countries

BSCC include us supporting Serbian food producers wanting to break into the UK market and UK branded goods manufacturers increase sales to Serbia. We are also working to promote links between the IT sectors in both countries, whether it is helping Serbian Tech start-ups establish in the UK or UK companies establishing in Serbia and gaining access to the expertise here.

What can Serbia do to further improve the environment for doing business and thus attract more British investments? What do British investors insist on before investing, what can Serbia offer them, do we have enough educated workforce and what do you think of the conditions for doing business here?

— The BSCC is committed to support the Serbian government improve the business environment. Businesses cannot thrive without a reliable and predictable environment and the strong rule of law. As an indication of the current improvement, Belgrade topped Emerging Europe’s 2021 listing as the city with most economic potential (and 9th overall climbing 15 places since the 2020 listing).

As our focus has been on supporting bilateral trade, we have been making representations to both governments on behalf of our members. On occasion we work closely with and through other organisations. We are members both of the Foreign Investors Council in Belgrade and also of the British Chambers of Commerce Global Business Network. We maintain good relations with the Serbian Chamber of Commerce (PKS) and the Serbi-

an Development Agency (RAS). Overall, Serbia has a well-educated workforce (one of the reasons why inward investors come to Serbia these days).

How much were British companies in Serbia affected by the Covid-induced crisis and did the companies contact you with special requests?

— Of course, UK companies in Serbia were affected by the pandemic. They also supported the nation by providing a range of support to state bodies and NGOs. One of the complications of the last year has been the frequent changes in rules covering travel between the UK and Serbia. We have been continually updating our members on the latest regulations for both countries. The success of vaccination programmes in both countries has made it slightly easier to travel at present. But we will continue to brief our members on any further changes whenever necessary.

What challenges will the UK and Serbia face this year and do you think that the end of this crisis is near? What do you think the future of British-Serbian relations will be like?

— The pandemic will continue to affect the commercial and economic relationship between the UK and Serbia even as societies adjust back somewhat. Despite that, I believe that the opportunities to strengthen the bilateral commercial relationship will grow: the new trade agreement will settle down and enable trade to increase and encourage further inward investment. At the British Serbian Chamber of Commerce, we will continue to look after our members and promote opportunities as they arise.

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Ferry Agent a Leader in the UK Market

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Of the total trade between the UK and Serbia, Ferry Agent’s share in transport services is over 40%

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rofessional approach to clients and superior transport services have made Ferry Agent a leader in the UK market for 15 years. Some of the renowned companies such as Carlsberg, Coca-Cola, Air Serbia, ITN Group, Alumil and many others have been using the company’s seravices for more than a decade. Furthermore, the Chamber of Commerce and Industry of Serbia has included Ferry Agent, which specializes in providing logistics services and organizing transport to and from Great Britain, in a club of successful small and medium-sized enterprises. We talked to Ferry Agent’s director, Stevan Gadol, about the company’s successes, challenges and new plans.

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Ferry Agent has been in business for 16 years. What were your biggest challenges along the way and what results are you most proud of ?

— We overcame the first challenge in 2014 when we cooperated with a partner from Great Britain who had a logistics centre and from whom we rented a warehouse in the northern part of London. This has helped us to gather smaller shipments in one place. As a result, we launched our own service and provided better quality transport, thus enabling us to occupy the lead-

STEVAN GADOL Director of Ferry Agent d.o.o.

Our team of 12 people generates a total turnover of 10 million euro per year, which is impressive

ing position in the British market. The challenge was to find as many clients in Serbia as possible who import goods from Great Britain. Given that we had previously been briefly involved in the sale of tickets for the Ferry ship, that transports trucks and passengers between France and England, we already knew 90% of the carriers travelling to the UK to whom we could offer our transport service.

Now, after 16 years of business, Ferry Agent comprises a successful team of 12 people, and it generates an annual turnover of 10 million euro. Through diligent and dedicated work, we have been gradually increasing the number of our clients while the company's turnover grew rapidly. We are especially proud of the fact that we have been cooperating with almost 80% of our current clients for more than 10 years which testifies to our approach to clients, the quality of our services and successful business. I would also like to underline that of the total trade between the UK and Serbia, our logistics company’s share in transport services is over 40%.

Why do clients put their trust in you?

— Working for a logistics company in England had a big influence on how I run my business today. I applied their business principle that the client is always right in my business as well.

Your approach to clients is of crucial importance, as is understanding their needs and offering them what they want. Sometimes we even shipped the goods by plane at our expense to respect the client and the promised deadline. Everything is based on professional relationship and respect for the client.

In addition to having a good approach to your clients, top-notch services also set you apart from the competition. Tell us more about that.

— We specialize in groupage transport from Great Britain to Serbia and vice versa. We have regular daily departures in both directions and that is what sets us apart from the competition. We provide transport of all types of goods from flammable and frozen to ordinary commercial products. All goods loaded during the week will be delivered by the end of the following week at the latest. I would also like to point out that when the client entrusts us with transporting their goods, we completely take over further communication with their supplier so that the importer does not have to think about the shipment at all.

I would especially like to underline that Ferry Agent is the only logistics company in Serbia that has additional ALL RISK insurance, so the goods are additionally insured beyond the mandatory CMR insurance, which has very limited coverage, and which is also another advantage of working with us.

We are also working on implementing online tracking of goods soon so that our customers know the whereabouts of their shipment at all times.

How has Ferry Agent been affected by the coronavirus pandemic?

— Transport was difficult and the movement of goods slowed down a bit during the pandemic. We recorded a 30% decline in April last year, but the state aid arrived at the right time, thanks to which we managed to bridge that month. Although we had a difficult year, we accomplished positive results in 2020, as well as recorded growth compared to 2019.

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Young People Will Shape Relations Between the UK and Serbia

It is encouraging to see that, in recent years, Serbian businesses are focussing on higher valueadded products and services that have appeal in the UK market

I N T E RV I E W

he United Kingdom and Serbia share 184 years of history. Our bilateral cooperation has doubled in the last ten years, and Serbia is the 67th country in the world with which UK has concluded a partnership and trade agreement. Serbia is an attractive destination that ranks well in economic rankings, like the World Bank's Doing Business list. Large British companies such as Unilever, AstraZeneca and JCB are successful in Serbia. We talked about the cooperation between Serbia and the United Kingdom with Jadranka Dervišević Kitarić, Executive Director of the British Serbian Chamber of Commerce. Dervišević Kitarić is the London-based Director responsible for new business development, member liaison and program implementation in the UK.

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If you were to compare the UK and Serbian market, what would you say are the most significant differences and similarities?

— As Adam Smith reminded us in 18th Century, different countries are good at different things. For example, the UK enjoys competitive advantage in the design and manufacture of specialist machinery, biopharma and financial services. It is also important to highlight the high standards in civ-

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JADRANKA DERVIŠEVIĆ KITARIĆ Executive Director BSCC London

Serbia has much to offer the UK traveller; magnificent countryside, a fascinating history, fabulous food and, of course, the warmth of the Serbian people

il engineering and project finance. By the same token, Serbia has a comparative advantage in ICT, contract manufacturing, specialty agriculture and high-quality food. It is encouraging to see that, in recent years, Serbian businesses are focussing on higher value-added products and services that have appeal in the UK market.

To maximise its comparative advantage each country should play to their strengths. As a bilateral chamber, the BSCC are determined to bring the best from both countries for the benefit of all stakeholders. The new trade agreement makes this far easier to achieve.

British culture is so popular in Serbia. It was so during former Yugoslavia, with pop music, 'Allo, 'Allo, Monty Python Flying Circus, Only Fools and Horses... Can we enhance this cooperation and presence of British culture even more? And vice versa, to present Serbian culture in the UK? — It’s probably fair to say that the promotion of culture has not been a priority, certainly since the financial crisis of 2008. As we emerge from the Covid pandemic, tourism has enormous potential as a mechanism for cultural exchange. The economic benefits of tourism are also significant.

Serbia has much to offer the UK traveller; magnificent countryside, a

fascinating history (for example 14th Century monasteries), fabulous food and, of course, the warmth of the Serbian people. To promote Serbian food in the UK the BSCC have been active in supporting the Speciality Food Exhibition in London.

The UK, of course, is a leading tourist destination. My advice for Serbian travellers is to explore the country outside London.

How important is it to share knowledge and experiences, especially when it comes to young people?

— Young people will shape the future of bilateral relations between the UK and Serbia. The UK benefits from a world class higher education sector and attracts many talented Serbian students who act as great ambassadors. They tend to perform at a high level in elite institutions, a testament to the excellent secondary education system in Serbia.

What can we learn from each other?

How can we emulate the British way of doing business as much as possible in Serbia?

— In business, the best way to learn from each other is to work together on practical projects. ”Repetitio est mater studiorum” (“Repetition is the mother of learning”).

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We Create Industry-leading Solutions

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Our vision is not only to be the best security company but to be the best corporate services partner in a world of evolving risk C O R P O R AT E

he company remains laser-focused on its purpose-to serve and safeguard customers, communities and people in today’s ever-changing world. There is no other security company that can offer such a vast amount of resources to serve our local communities and customers.

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G4S has been recently acquired by Allied Universal – what does it mean for G4S and the market in Serbia?

— Allied Universal, a leading security and facility services company in North America, acquired G4S. In April for the total value of is £3.8bn.

Combined Allied Universal and G4S now make the 7th largest employer in the world. The company remains laser-focused on its purpose-to serve and safeguard customers, communities and people in today’s ever-changing world. There is no other security company that can offer such a vast amount of resources to serve our local communities and customers. “Our vision is not only to be the best security company but to be the best corporate services partner in a world of evolving risk. Together, we will deliver the highest value proposition to customers in the security industry,” says Steve Jones, Chairman & CEO of Allied Universal. For G4S customers in Serbia this means more security and stability, an even stronger financial position is directly connected with unmatched insurance coverage that G4S Serbia offers to its customers. We believe this is a high-priority component of our offering and also an element that distinguishes G4S products and services from the competition. In crisis situations our customers are covered by extensive insurance policies leaving the worries behind. They transfer the risk to us.

DAWID SOLD Managing Director, G4S Secure Solutions

Key element of our operations is customer centricity as we want to be a supplier of the choice who delivers not only product but creates value

G4S Serbia was recently engaged in a smart parking technology project.

What would you like to single out when it comes to the segment of smart city infrastructure and parking solutions?

— Indeed. Very often G4S is recognized purely as a company that specializes in securing objects and cash handling services. However, engineering and systems based around security infrastructure are a vital part of our business. G4S Serbia has an expert team consisting of licensed engineers and technicians who constantly take care of your electronic security systems. From project design, planning implementation and integration of complex systems through integration and maintenance, G4S Serbia is a reliable choice regardless of the size of your company or your home. Until recently parking management systems were based on solutions with modern technology based only around financial operations (parking payments).

Today, modern technology provides intelligent parking solutions that allow not only extensive levels of security but also a comprehensive real time parking management. For big city infrastructural objects such as shopping malls, hotels or commercial parking this allows increased end user satisfaction. For instance, a smart system will guide drivers directly to the free parking lot which eventually saves time. You know that feeling when done shopping and arriving at the parking level asking yourself: Where did I park my car?  Well, smart parking with an app on the smartphone will guide you directly to your parking spot. Problem solved!

Detailed control of parking utilization allows our customers dynamic pricing models and better optimization of their assets. Last but not least, by making parking experience faster, vehicles burn less fuel and emission of CO2 is

reduced in significant amounts when annual throughputs in the biggest parking area are taken into consideration.

What is the role for G4S to play in the smart cities business segment?

— Smart cities are an exciting future happening now. G4S is already contributing to smart cities' infrastructure. Apart from smart parking, we are also heavily focusing on smart buildings. Recently we have acquired a technology company that focuses on building integration systems by offering one clear interface that enables our customer to control buildings and locations from one system (remotely). What positions us strongly is also our capacity in terms of response both on the operational level when there is distress signal from our customers but also in terms of technical support. One of our core businesses is Belgrade monitoring center that operates 24/7 365 days a year. Together with technical response teams around Serbia, we can reach our customers in the fastest possible way.

Both miles and danger stay behind us.

What are your plans for the next period in regard to your company’s further development?

— We have been a long way on the transformation path from a traditional security company towards a company that integrates security with technology and big data. Key element of our operations is customer centricity as we want to be a supplier of the choice who delivers not only product but creates value. This year alone in G4S Serbia we will implement three important IT platforms that will allow the customers to have better transparency and improve customer service experience. With our internal experience and security expertise, we make what we do today better and create industry-leading solutions.

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Brexit and Consequences

A N A LY T I C S

Not so terrible, indeed

e waited for Brexit to happen for years after the scheduled date, and then finally, after a few delays, it did take place. Despite jokes that the delay would last for years, that did not happen either.

Not only did the never-ending delay not happen, but the catastrophe that the ominous pundits predicted did not happen either. Of course, hardly any analysis made in advance could be objective, despite all the effort invested by an analyst. The pro-Brexit camp claimed that Brexit was an opportunity for a renaissance of the British economy, while the anti-Brexitists claimed that an instant Armageddon would emerge as a consequence.

However, the worst scenarios that happened did so out of fear, right after the referendum, while the UK was still in the EU. According to one research, the result of the 2017 referendum raised inflation in the UK by 1.7 percentage points, which led to an annual expenditure of each British house-

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hold jumping by 404 pounds on average. Studies published in 2018 estimated that the economic cost of voting for Brexit was between 2% and 2.5% of the national GDP. According to an analysis by the Financial Times carried out in December 2017, the results of the Brexit referendum reduced British national income by 0.6% and 1.3%, respectively. An analysis by Stanford University and the University of Nottingham economists in 2018 estimated that the uncertainty surrounding Brexit reduced corporate investments by approximately 6 percentage points and caused a decrease in employment by 1.5 percentage points.

Several studies have also shown that the uncertainty caused by Brexit regarding the future trade policy of the United Kingdom has reduced British international trade from June 2016 onwards. A 2019 analysis said that European companies reduced new investments in Great Britain. The short-term macroeconomic forecasts of the Bank of England and other banks about the

The government has been trying to conclude FTAs with traditional partners and thus annul the losses from the Common Market in the years to come, as well as silence the critics of Brexit

immediate consequences of the Brexit referendum were too pessimistic when everything was summed up.

However, in the first quarter of 2021, British exports to the EU were 18.1% below the levels of the last three months of 2020. Imports fell by 21.7%, but the overall decline in GDP in the first quarter of 2021, resulting from Brexit, was only 0.5%. Britain has accepted a free trade agreement with the EU, which is currently straining relations on the Irish island, but the government is trying to annul the negative consequences both on the political and economic level. The Labour party claims that in the next ten years, the British economy’s growth will be 4% lower than if the country had not left the EU, but the government is trying to do everything to correct that. Namely, free trade agreements are being concluded with traditional partners, such as Canada, Australia, and soon India too. No need to mention a new agreement with the United States. Each of these agreements, which would have been impossible if the UK remained an EU member, will annul part of the decline caused by leaving the common European market. With minor dissatisfaction with fishing agreements and between Ulster Catholics and Protestants, which could be avoided wisely, as well as the FTAs with Commonwealth and Anglophone countries, we could use the classic English understatement to describe the current situation: Not so terrible, indeed!.

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New Corporate Strategy to Help Build A Better Tomorrow

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Despite all the challenges that year 2020 brought, we are glad that BAT has managed to increase its market share

ational Sales Manager in BAT, Marina Petrović, has been working in the company for 13 years. She has worked in various departments within BAT on brand development, marketing campaigns and market research, and today she leads the sales department. She gained great experience and became acquainted with marketing in the company through all its areas. Nowadays, together with her team and all colleagues in the field, Marina Petrović successfully works on identifying consumer needs and efficient implementation and realization of BAT strategy in the field of traditional tobacco products, as well as new generation products.

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How has the crisis caused by the Covid 19 virus affected your business?

How did you organize the work in the new situation?

— We are very pleased with the way our company has responded to the situation caused by the corona virus, both in terms of organization and the absolute safety of all our workers. Our main priority was to protect the health of all our employees, through respect for the epidemiological measures in the first place. We are proud to be one of the few companies where even commercialists worked from home for seven weeks after the state of emergency was declared. Also, I would like to emphasize that our employees had the opportunity to stay at home and work from there if they do not feel safe at the office. At the same time, all those who come to the office work in shifts, in order to comply recommended distance and all other safety measures.

Of course, the great responsibility of all employees contributed to all of the

above, thanks to which we successfully responded to all challenges.

What are the results of the company on the Serbian market?

— Despite all the challenges that year 2020 brought, we are glad that BAT has managed to increase its market share.

What we are proud of the fact that Pall Mall is the leading tobacco brand in the market and that it even further increased its share, reaching as much as 15 percent of the market. This year, we also continued with the innovation of other portfolios, and with leading the global trends in the tobacco industry.

C O R P O R AT E

How did the success of the products from the BAT portfolio affect the employees?

— Maintaining and increasing the number of jobs is certainly a significant indicator of success. In our company, the number of employees working on the distribution of our products has recently increased by as many as 70 people.

This is a clear sign that the strategy of the company in Serbia is at a high level and that it undoubtedly brings measurable results.

How have consumers embraced products that are an alternative to classic cigarettes? What is your further goal in the growing transformation of the tobacco industry?

— As one of the leaders in the transformation of the tobacco industry, BAT recently introduced the new Glo hyper device to adult consumers, which brings a number of novelties, but also a completely new concept that combines the unexpected. Having in mind the reactions of consumers on the market, it turned out that the combination of modern technology and to-

MARINA PETROVIĆ National Sales Manager, British American Tobacco

The combination of modern technology and tobacco, with a completely new way of consumption, is an excellent strategic decision

bacco, with a completely new way of consumption, is an excellent strategic decision. We are witnessing that all industries are racing to give consumers the opportunity to enjoy their choice in such a way that they do not have to make drastic compromises. It was the transformation that made it possible to be vegan and enjoy a delicious burger or treat yourself to a delicious dessert without sugar and calories. Also, we believe that consumers will undoubtedly start turning towards products of the new generation in the next decade.

As for further plans, our company will, as before, continue to invest in the development of innovative products, while at the same time continue developing a traditional portfolio and researching consumer needs. In fact, BAT has announced a new corporate strategy intended to help build A Better Tomorrow. As a result, by combining our passion for innovation and wish to reduce the health impact of tobacco business, we will be able to offer a greater choice of enjoyable and less risky products to consumers.

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For a Healthy Society and a Healthy Planet

In addition to healthy people, a healthy society and a healthy planet are necessary for a healthier future

C O R P O R AT E

straZeneca employees strive to contribute in all these fields. In addition to our daily commitment to making innovative medicines available to as many people around the world as possible, we strive to help the community in which we operate and live in every way possible.

We aspire to have a healthy future and to be active participants in a healthy society, planet, and business.

AstraZeneca has built a sustainability strategy around three basic principles, which put health at the heart of our work, access to health care, environmental protection and ethics, and transparency.

We at AstraZeneca also control our impact on the environment, which is important for the prevention of some diseases and the improvement of outcomes for patients. AstraZeneca's ambition is to become "Carbon Neutral" by 2025 and "Carbon Negative" by 2030 through various initiatives including 100% electric fleet, travel reduction of at least 20%, involvement of third parties (suppliers) to reduce emissions CO2.

We must not forget the importance of ethics and transparency in the company's business. Our company aims to create a positive impact on society and promote ethical behaviour in all countries in which we operate. Areas we focus on are ethical business culture, diversity, and inclusion, human rights, employee well-being, working with third parties that have the same

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We actively promote disease prevention in the community and support our patients, regardless of the obstacles they may face

ethical standards as AstraZeneca.

We give special importance to a culture that is based on the values of the company: We do the right thing and We put Patients first. At AstraZeneca, we create an environment that encourages innovation and diversity of opinion, as well as psychological security, openness, and acceptance.

In terms of social responsibility activities, over 8,000 employees participated in Europe. AstraZeneca has thus helped more than 2,000,000 patients, planted over 17,000 trees, spent more than 9,000 hours volunteering, and avoiding the purchase of more than 600,000 plastic bottles.

And that the community appreciates and values that commitment, we have confirmed through recognitions.

In 2020, Corporate Knights ranked AstraZeneca highly in terms of sustainable development in competition with 7,000 companies, AstraZeneca was 56th in the overall ranking, and second in the group of biopharmaceutical companies.

We are very proud to see AstraZeneca’s inclusion in Financial Times Europe’s

Climate Leaders 2021 list as one of the most progressive companies in tackling climate change. The report highlights that we had the second-highest total reduction in core emissions in the FTSE 10 between 2014- 2019.

Our inclusion reflects the progress made to date in cutting our greenhouse gas emissions thanks to the efforts of colleagues in Europe around the world - bringing forward decarbonization plans by more than a decade through our Ambition Zero Carbon strategy. We were also one of the early supporters of the UN-backed Race to Zero, which mobilizes businesses, investors, regions, and cities behind commitments to zero emissions before the mid-century with a focus on reducing emissions rather than offsets.

Sustainability is key to our Growth Through Innovation strategy and core to our values of Following the science and Doing the right thing.

The sustainability initiatives that we have provided in Serbia in the previous year are EACH FOR EQUAL, GOGREEN, AZ FOREST, YOUNG HEALTH PROGRAMME, RACE FOR CURE, EARTH DAY.

Newest initiative SMART BENCH FOR HOSPITAL CENTERS is the newest initiative that confirms our value "We put patients first". It's a simple solution that can make a huge difference in patient convenience around hospitals. Smart Bench is chosen because it connects the digital and physical world through free wi-fi, phone charging, and an informative digital portal and it helps to create a better outdoor experience in the hospital centres for caregivers, patients, and their families. We are so proud to be a part of this project.

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We Offer a Unique MBA Programme The Pan-European Executive MBA has been designed specifically to integrate a holistic approach to business taking into account regional and Pan European business needs within a global system C O R P O R AT E

rof. Leslie Szamosi is a highly sought after speaker in the area of organizational change and the management of change. He is a Professor and the Director of the Pan-European Executive MBA program at CITY College, University of York Europe Campus and a Founder and Co-Director of the Laboratory for Strategic People Management. He is a member of the Association of MBAs (AMBA) and is regular evaluator and assessor of the EU funded projects.

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What is the Pan-European Executive MBA programme?

— The Pan-European executive MBA is the evolution of our MBA program which we have been successfully running throughout our region for the last 30 years. The AMBA accredited Pan-European Executive MBA gives students the opportunity to continue working while simultaneously earning a dual degree from two world-class universities: the leading University of York, a Russell group University and the prestigious University of Strasbourg. There is no university programme in our region that gives students what the Pan-European Executive MBA programme offers.

What are the programme’s main features?

— Students study in a long-weekend mode (Friday, Saturday, Sunday) for eight units delivered in their home countries or in an online mode while engaging in three international study trips to York, Strasbourg, and Thessaloniki providing both networking and study opportunities. The programme is completed over a 26 month period.

From this year on the programme becomes even more accessible to busy executives who wish to combine work and study, as students may choose be-

tween the Executive Mode (face-to-face delivery plus 3 study trips) or the Executive Mode Blended (synchronous online delivery plus 3 study trips). The programme also includes a soft-skills development programme including leadership career development, negotiation skills, and project risk management.

How is the programme different from other MBAs? — We have developed, I think, a number of unique components to our programme. The most unique aspect is the ability now for a student to achieve a dual degree, one from a top British university, the University of York, and one from one of the most prestigious European universities, the University of Strasbourg. These are two leading Global universities that have come together to offer this very unique programme in our region. Another unique aspect of our programme is our pan-European and international perspective – we bring together managers and executives from over 18 countries through our 8 teaching locations (Sofia, Thessaloniki, Belgrade, Kyiv, Bucharest, Yerevan, Tbilisi, and Baku) and now our blended (online programme), world class teaching staff from across Europe and North America, and global industry experts. Other unique aspects of our programme include the Career and Leadership coaching that we offer our students which links to our belief that we need to build both hard and soft skills in today’s MBA curriculum.

Our students also have the opportunity to network with like-minded colleagues from eight teaching locations as well as students who are going to enroll in our new blended learning option. There will be three study trips for students to participate in including at York in the United Kingdom, Strasbourg in France and in Thessa-

Professor LESLIE SZAMOSI Director, Pan-European Executive MBA, CITY College, University of York Europe Campus

loniki where students from all of our teaching locations will come together to study, network, and share ideas.

Finally, students will be able to work one-on-one with a career and leadership coach to aid them in becoming the best of who they want to be!

To whom is the programme addressed?

— The Pan-European Executive MBA has been designed and tailored for individuals looking for a holistic understanding of business and current management thinking. It is intended for people looking to enhance their knowledge, advance their management skills, and develop their careers.

It has been designed for the busy professional looking for a world class educational experience to help them now and in the future.

It is intended for people looking to enhance their knowledge, advance their management skills, and develop their careers

What are the benefits for those who will attend the programme?

— There are a number of key benefits for students joining the Pan-European executive MBA. First and foremost they will be receiving two MBA degrees from leading world class universities.

The Cutting Edge knowledge delivered inside and outside of the classroom will help students advance their current and future career goals. We pride ourselves on giving students the opportunity to network not only with the students inside their particular group but beyond into the wider region. Students will have the opportunity to be taught by Leading world-class professors who are experts not only from an academic perspective but also a practical one. students will have the opportunity to be personally coached in their leadership and career aspirations. Finally, students will become a part of an approximately 4000 person MBA alumni group providing future networking and business possibilities.

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THE UNITED KINGDOM

Exports from Serbia to the UK higher by 7.7% In the first three months of 2021, goods worth 86.9 million euro were exported from Serbia to Great Britain C O O P E R AT I O N

ilateral relations between the Republic of Serbia and the United Kingdom are rated as good. The first temporary bilateral trade agreement was signed between the United Kingdom and Serbia in March 1879. On April 16, 2021, the Serbian Minister of Trade, Tourism and Telecommunications, Tatjana Matić, and the Ambassador of the United Kingdom to Serbia, H.E. Sian MacLeod, signed the Partnership, Trade and Cooperation Agreement between the Republic of Serbia and the United Kingdom. The agreement sets a new legal basis for regulating bilateral trade, which was previously defined by the Stabilization and Association Agreement between the European Communities and their member states and the Republic of Serbia.

According to the data collated by the State Bureau of Statistics, in 2020, goods worth 291.4 million euro were exported from Serbia to Great Britain, which is a 10.5% decline compared to 2019. In the same period, imports from the United Kingdom amounted to 237.9 million euro, which is a 2.7% increase relative to 2019.

In the first three months of 2021,

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Serbia exported 86.9-million-euro-worth of goods to Great Britain, which is an increase of 7.7% compared to the same period last year. Also, in the same period, imports from the United Kingdom amounted to 50.7 million euro, which was a 15.5% fall compared to the same period last year.

THE UNITED KINGDOM'S INVESTMENTS IN SERBIA

According to the data of the National Bank of Serbia (NBS) starting from 2010 and ending in 2020, the UK residents in the Republic of Serbia made investments in the amount of close to 514 million euro, which placed the United Kingdom 14th on the list of largest investors in Serbia in the mentioned period.

The NBS data are the only official data on foreign direct investments in Serbia, with the National Bank of Serbia publishing aggregate data on foreign direct investment by country of payment and industry, while official data on investment by individual companies are not available. It is important to note that data on foreign direct investments in money are obtained by the National Bank of Serbia from com-

The United Kingdom occupies 14th place on the list of largest investors in Serbia in the mentioned period

mercial banks, which means that data on foreign investments in money are obtained by country of payment, not by country of investment and largely depend on the country in which a company has bank account through which it makes payments, i.e. investments. Since the calculation methodologies for the period up to late 2009 and from early 2010 differ, data are only available for the period from the beginning of 2010. The NBS is working on the calculation of data for the period until 2010 retroactively, in line with the new methodology, and as soon as these data are available, they will be included in the economic cooperation reviews.

Some of the largest UK investors in the Republic of Serbia are British-American Tobacco, which privatized the Vranje Tobacco Industry (2013), Endava in the IT sector (2015), Agena Technology in Šimanovci (an automotive parts factory) (2005), Poseidon Real Estate in Belgrade, DS Smith packaging company in Kruševac, MidEuropaPartners investment fund, majority owner of the private health care system MediGroup (2018), and Aptiv Packard, which produces electrical installations for the automotive industry and has a production plant in Novi Sad (opened in 2015) and Leskovac (2019). In November 2019, Aptiv Packard signed a Memorandum of Understanding with the Serbian government, stipulating opening one more factory, in Zaječar. The Serbian government also signed a commercial contract with BechtelEnka UK Limited on December 5, 2019, stipulating the construction of the Pojate-Preljina section of the Moravian Corridor, with a total length of 112km.

by ŽIKICA MILOŠEVIĆ

The Rapid Recovery of the British Economy Fast vaccination is crucial

ECONOM Y

t has been said many times that rapid and widespread vaccination is not only a path to lower mortality and hospital occupancy, but also facilitates economic recovery. Britain is the best proof of this claim.

Figures don't lie, as they say. It was estimated in April that the fifth largest economy in the world will have a GDP growth of 4%, while in May, the Bank of England (BOE) estimated that the GDP growth in 2021 will amount to as much as 7.25%. The indicators are extraordinary, as the decline in the first quarter of 2021 relative to the same period last year was only 1.5%, less than expected. All this can be attributed to the fast vaccination in the UK. Now, other countries that are disciplined enough, such as Finland, Germany, Spain and France, are rushing to reach the percentage of the vaccinated population that the UK has, but a few months have already been lost and this will have a crucial impact on the decline of these economies. As it turns out, whoever got the vaccines on time and believed in their effectiveness, will do great, and that also pertains to the UK and the territories under its rule (Gibraltar, the Cayman Islands and other overseas territories that have all recorded impressive vaccination numbers and have thus opened their economies).

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Vaccine sceptics and those against vaccination have finally received a blow from which they cannot recover

We should bear in mind that the British economy had pretty serious ‘hiccups’ in 2020 and slumped by nearly 10%, which is the worst result in almost three centuries, and given the wars and devastation in the 1940s, we see that this has left even worse consequences on the economy than previously anticipated. The British decline was greater than in other large economies, primarily due to a seemingly nonchalant attitude during early lockdowns, which caused great damage and mortality.

But the development of vaccines (AstraZeneca’s vaccine is partly British) has helped the country to climb from the bottom faster than others.

Goldman Sachs is even more optimistic when forecasting a bright future for the UK as a result of vaccination and sets the GDP growth figure at as much as 7.8%. This is an even better forecast than the one for the United States, which pumped significant amounts of money into the economy and expects large growth of as much as 7.1%. However, the inoculation in the

UK is a shade faster than Joe Biden's fiscal stimulus. During the first three months, the British construction sector grew by 2.6% while production fell by only 0.7%, which is less than expected, taking into account a significant decline in demand due to Brexit and in domestic consumption. For many years, the service sector has been the most important economic branch in Britain, which has a 75% share in the national GDP. The decline in the service sector was only 2% which is due primarily because of the closure of cafes, bars, restaurants, hotels and cancellation of festivals, which all generate huge money for the UK. But with the opening of the economy first for travel and then for festivals (which is expected to take place during the summer), Britain will annul these consequences as well. Vaccine sceptics and those against vaccination have finally received a blow from which they cannot recover as ‘cruel’ statistics show that rapid and widespread vaccination was crucial for the economy.

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Unusual Sports

T R A DI T ION

Or not so

hile various sports events are taking place around the world, the news about the cricket derby between England and Australia is on the front pages of every newspaper in Britain.

Sports that are popular to us, such as water polo or handball, and on which we rest our national pride, mean little in the UK. Here, the distant and exotic cricket, rugby and field hockey are the British favourite. Even tennis is played on the grass. In our country, England’s national sport, badminton, is played by children on their school trips, but you should never mention that in front of a British person in a frivolous tone.

"It's not cricket," the British would say when they want to say that something is not according to the rules, fair, sporty and gentlemanly. Cricket is generally considered to have developed in the early medieval period among the agricultural and metalworking communities in Wales. The English cricket team comprises of both the English and Welsh, unlike football where these two teams compete separately. One of the main rivalries in the game is The Ashes series between England and Aus-

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tralia, which has been held since 1882.

Cricket has become so symbolic of the former British Empire that in the movie “The Beach,” a black man from the West Indies thanks the English for cricket and explains how to play it on the sand. India and Pakistan have been the main rivals for a very long time, while Sri Lanka is somewhere there too. Former and current British territories called the West Indies, located in the Caribbean, are emerging as cricket superpowers. The entire Commonwealth, regardless of skin colour and wealth, from university professors to disadvantaged boys in the Himalayas, is looking forward to the World Cup. Of course, it is very similar to baseball because baseball originated from a similar game called rounders, exported to the American colonies in the 18th century. Today, cricket and baseball are two symbols - one of the Commonwealth and the other of America and Cuba.

Interestingly, many believe that rugby originated in 1823 when a man called William Webb Ellis from the town of Rugby "disregarded the rules of football, which, as its name suggests, should be a game in which play-

There is an interesting saying that goes "football is the sport of gentlemen played by hooligans and rugby is the sport of hooligans played by gentlemen"

ers plays with their feet, picked a ball (a round one) and started running with it. However, even then, football was divided into many sub-categories, but a player picking a ball with his hands in a sport called "football" was revolutionary, and therefore a new sport inevitably had to emerge. Although this story can be considered mythical, because there is little or no evidence that it really happened, this is a popular interpretation of the origin of rugby. The international rugby committee also calls the World Cup trophy "William Webb Ellis Trophy". Although American football is undeniably very similar to Canadian, Gaelic and Australian football, the Americans have never managed to make a rugby team out of their football players because the differences are too great. There is an interesting saying that goes "football is the sport of gentlemen played by hooligans and rugby is the sport of hooligans played by gentlemen". Even South Africa was not immune to British sports – the white population there is, counterintuitively, in love with rugby, while the black population favours football.

However, everything is slowly changing, and even "British sports", that are traditional to the British Isles, are increasingly becoming popular worldwide, while British kids are becoming more interested in "continental sports". But tradition never changes, otherwise, Britain wouldn’t be Britain, with tea, fish & chips and everything else that is typically British.

by ŽIKICA MILOŠEVIĆ

30 Years of Britpop

The movement that changed the world

C U LT U R E

n ten months, it will be 30 years since Britpop released his first single, "The Drowners" by Suede. At a time when popular music was predominantly American, the London group led by the androgenic Brett Anderson, instantly attracted the attention of everyone - from young musicians, critics, parents, to screaming girls.

Damon Albarn, who will become famous only a few years later with his band Blur, said that in the early 1990's everything got on his nerves: "Nirvana, Nirvana!" And not just them…

Everything was either grunge or the Red Hot Chili Peppers, Metallica and Guns’n’Roses. The British seem to have disappeared slightly after "Madchester" and shoegaze. Other musicians, across the ocean, played the guitars louder, more attractive and more depressing. And then it dawned on them - we need to make music from Britain inspired by Britain!

Needless to say, this came as a shock - David Bowie was everyone’s idol, and instead of macho men with long hair, plaid shirts and torn jeans, men who looked like girls, like Brett and Damon and girls who looked like boys, like Jus-

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tine Frischmann from Elastica, took to the stage. In 1994, Blur’s big dance-hit "Girls and Boys" will break out in all clubs, announcing a new decade and a paradigm shift from depression, rain and drugs in American Northwest and California to a completely different reality. Suede sang about love and eroticism in suburbs that looked like Eastern European ones, and Blur played with Britishness. Their hit "Parklife" features the cockney accent of a guest actor and Damon Alburn’s “mockney", as well as everything from ice cream vendors, English brick houses, bicycles, beer, tea, red mailboxes to football and whatnot. Pulp soon joined the wave by singing about the two most common problems of the British society, in the words of Jarvis Cocker "sex and class". We got anthemic songs about supermarkets, ordinary people and going to nightclubs.

Meanwhile, the northern working-class turned to The Beatles as the most important legacy of British music.

The brazen Gallagher brothers founded Oasis, and much more roughly described the poor life in Manchester,

followed by The Verve from the nearby Wigan. We got the acoustic guitar anthems sang by rough guys with a tender heart like "Wonderwall" or "Don't Look Back in Anger". Blur and Oasis even did a "showdown", similar to The Beatles and The Stones- Blur won with “the battle” with the song "Country House", but Oasis won the war. Suede responded with songs about life, love, youth, and everything else, "nice rubbish", as they said, and the whole world sang to the rhythm of Britpop. London was up in dance again since the swinging 60s, "Cool Britannia" was created, and the image with the British flag became more important than the content. David Beckham and the Spice Girls filled the tabloids, and Britpop moved to Sweden, Vojvodina, and Ukraine, where the bands grew like mushrooms after the rain. The world changed and it became more British, like 10 or 30 years ago during the First and Second British Invasion. The UK also changed and started dancing to a different rhythm. But the country’s pop culture has conquered the world forever.

In the 1990s, the world changed and it became more British, like 10 or 30 years ago during the First and Second British Invasion

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TOURISM

Stay on the British Shores!

It is nostalgia time

ummer is coming and nobody knows as yet where we will be allowed to vacation. Some countries will impose restrictions that don’t pay off, others will have restrictions that will make you anxious whether you will be allowed to get in or come back home.

That is why many people will spend their summer holidays on local coastlines. The British will be reminded of the old resorts in England and Wales.

It will be a time of nostalgia with summer vacations resembling those from the 1950s and 60s, before low-cost flights to Spain, Portugal and Greece were introduced.

Of course, anyone who is even slightly familiar with British culture has heard of Bristol, Blackpool, Torquay, Dartmouth, Hastings, Isle of Wight, Weston-super-Mare or Margate. But even many Britons, especially younger fans of Crete, Mallorca or the Algarve, never visited most of them. Let's talk

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about the old, beautiful, not-too-hot summer resorts in England.

Most of the British newspapers ran public opinion polls asking “In which local resort would you spend your summer?”, and by “local" we assume that they do not presuppose Gibraltar or the Virgin Islands. The results showed that Bamburgh, Dartmouth and Tynemouth were the top picks.

Interestingly, considering that they have already given up the Mediterranean sunshine, the British do not care much for the south of Britain, so the most popular resort is Bamburgh, located in Northumbria, in the northeast of the country, which will have to open new facilities this year to accommodate all tourists. Red sand and a beautiful castle on the coast dating back to 1120 and affordable prices make this place very popular.

Tynemouth is the English gastronomic capital and the place where Miss Marple, the heroine of Agatha Christie’s novels, solved those ghastly murders. Also, Dartmouth in Devon with its beautiful Dartmouth Sands beach, which we know from the eponymous series, ranks very high. In Devon, you will feel like you are in the South, so it is not surprising that the resort of Salcombe is also very popular.

Although Weymouth is the surname of the Talking Heads’ bass player, it is also the name of a beautiful town with brightly coloured building fronts. Wey-

mouth boasts several awards - it was recently declared beach no. 1 in the UK at the TripAdvisor Travelers ’Choice Awards 2017 and is also ranked the 9th best beach in Europe while the Golden Sand Belt is declared a Jurrasic Coast World Heritage site. There is no doubt that Londoners will flock to Brighton for the weekend, with the famous Pavilion built in the Indo-Saracenic style. We should also mention Southend, the unofficial capital of tourism and music. Bill Bryson readers remember Weston-super-Mare, a perfect place for people who like crowds. But if you like to have fun in a classier way, Worthing could be the place for you.

Bristol is ideal for tourists who love the Irish Sea, and the Isle of Wight is reserved with tourists with impeccable taste – this is a wonderful seaside resort featuring charming thatched cottages, tea rooms and a large selection of souvenir shops. The huts on the brightly coloured beaches line the soft sand of Shanklin Beach, all of which make this village on the Isle of Wight a brilliant destination for traditional coastline breaks.

Maybe this year, just like last one, the time has come for Brits to return to the novels of Agatha Christie and the natural attractions enjoyed by their grandparents. Maybe they will have to bring an umbrella and a sweater to the beach, but 2021 is the best year to get to know British resorts better.

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