United Arab Emirates 2017 by Diplomacy&Commerce magazine

D I P L O M A CY

C O M ME RCE

P R E S E NT S

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THE FASTEST P O LICE

THE WONDER S OF A RC HI T E C T U R E

GOLD BAR ATM

VERY, VERY OPEN T O I M MI G R A N T S

The Dubai police fleet includes a Lamborghini, Ferrari and Bentley. This is to allow them to catch speeders who can outrun other cars.

Dubai has a string of artificial islands, the world tallest building, Burj Dubai, a half-mile tall skyscraper, and the Emirates have the Top5 tallest hotels.

There are ATMs in the UAE that dispense gold bars. Some hotels wanted to capitalize the current craze for gold, so the ATMs were installed.

The United Arab Emirates, despite its name has a minority Arab population (13%), with South Asians (primarily Indians, Pakistanis and Bangladeshis) forming the largest group.

SEVEN STAR S Looks like 5 stars were not enough, so both Abu Dhabi and Dubai have each one a 7 star hotel. The cheapest room is 1,200 â&#x201A;Ź/night.

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Relations Between UAE and Serbia are Very Strong In past 4 years we had more than 25 joint initiatives with Serbian Government and we have done a good job

INTER VIEW

H.E. JUMA RA S H E E D A L DA H E R I Ambassador of the United Arab Emirates in Serbia

iplomacy&Commerce had a unique opportunity to interview outgoing Ambassador of United Arab Emirates to Serbia, H.E. Mr. Juma Rashed Al Dhaheri, soon before he returned to UAE, after four years in Belgrade. In this exclusive interview we tried to summarize his results, achievements, and impressions. You had a great advocacy and contribution in strengthening the bilateral relations between UAE and Serbia on all levels, in the past four years. We talked with him in which areas this cooperation can be improved? › We started with good relations between

our two countries and what is even more important we continued working very hard to improve this cooperation in many different fields. This work should never stop and efforts must always be made for continuous development. Very strong ties are made in economy, trade, agriculture,

and culture, but there is still a lot that can be done in future, and as we have done so far – based on mutual respect. Many Bilateral Agreements and Memorandums of Understanding were signed in last 4 years between our Ministries and this can reflect our mutual intentions for additional improvement of relations. What do you foresee the relationship between UAE and Serbia for the next few years? › The one thing I can say, is that everyone

interested for doing business from UAE, as well as everyone from Serbia, regardless which industry they represent, will always have the necessary support of both Governments in terms of development of bilateral cooperation between the countries through different agreements we signed by now, and all those we will sign in future. This is our part of work, and our obligation – to promote possibilities to both sides creating better condi-

The commodity exchange between Republic of Serbia and UAE has been increased by fifty percent and reached 90 million usd on the year basis

tions for them to cooperate. If we continue as we did by now, I am sure good and prosperous years are ahead of us. How would you rate the evolution of UAE companies and their huge investment in the Serbian market during your years in Belgrade? › For UAE businessmen Serbia repre-

sents the same thing it represents for any other foreign investor. It combines very attractive attributes necessary to develop any type of business, and these are the facts well known to everybody by now. When as a businessman you combine a country with amazingly skilled workforce, competitive operating costs, geographically located in such a position enabling excellent connection between Western Europe and Middle East, with a free access to a market with more than 1 billion customers - it’s actually quite self-explanatory. If you add to these facts the hard effort your Government puts to its promotion, in the same time creating many incentives to attract foreign investors, you certainly must have visible results. And this is what UAE businessmen became aware of after our countries developed more significant cooperation. You also have to bear in mind a presence of many Serbian people doing business in UAE for almost a decade now. As a consequence of this fact, we had to expect an increase in volume and diversity of our business cooperation in general in recent years.

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Any achievements that you would highlight? › Of course. We can definitely mention

the Belgrade Waterfront, Al Ravafed Company and Yugo Elite Group Zobnatica in the field of agriculture, Al Dahra, and Etihad’s investment in Air Serbia. The Embassy helped a lot to Serbia, for example, the reconstruction of Elementary School in Nis. What was your greatest achievement as an Ambassador? › I don’t like separate and count my

achievements. I am blessed and proud to be UAE citizen for so many reasons, and helping others when they need it the most is one thing that I am particularly proud of. Vision of our Government about our country and our people was so strong, clear and prosperous, that it not only made possible for me, my compatriots, and our children to have peaceful and happy life, but it created enough to contribute to others outside of our borders who need help to achieve good things too. This is why UAE’s humanitarian work around the globe is mostly based on projects aimed at providing the most important and most essential necessities required to build healthy and successful society. Strategy that my Government followed in the past, and also based our entire future on, is that money without healthy and educated nation, capable to create and execute a vision - is nothing. Success we are achieving as a country in

economy, diplomacy or politics, would not be possible if we didn’t invest in our children’s education and their personal development. And I am happy to be a member of the nation who realized that its people is the most valuable asset it has. And this is the best proof why on monthly basis we were helping with our donations many hospitals and schools all around Serbia. What can both countries do to make relations more progressive? › Most important things is the constant

communication between our Governments. Having joint committees, meetings of our officials on all levels and mutual visits, will provide us always much better insight what can be done better and as a result show more progress. Fields of education and health care are now having priority definitely. But as I said – our communication and better acquaintance will allow us to improve our way of expediting things in best possible manner. A large number of Serbian citizens work in the UAE and there is a steady growth in the visits of the citizens of the Emirate to Serbia? What are your impressions about Serbia? › We can start by saying that around 20

000 – 25 000 people live and work in UAE. UAE also became a very popular destination for Serbian travelers. In the same time, your country has so much to offer – I will mention its people first as I

RESULT

BETTER INSIGHT Having joint committees, meetings of our officials on all levels and mutual visits, will provide us always much better insight what can be done better and as a result show more progress.

always do, because I truly feel that you are the most important. I experienced nothing but nice and friendly humans, who even if they are at the moment going through some difficult and challenging times in their life didn’t forget to smile and didn’t forget their dignity. They work hard, but they always manage to find time to enjoy with their friends and family, and that is truly rare. This reminds me on UAE nationals too, and that’s what I love the most. This is why I feel at home. And this is becoming more and more known fact among citizens of UAE. Of course - you have really incredible natural beauties, regardless of whether we are talking about your cities, mountains, rivers, spas, or rural areas. The climate is convenient during most of the year for tourists to visit these places, and even in winter time when temperatures are low, this is good for your mountain ski resorts. This is very significant. In 2014 we had less than 1.000 tourist from UAE visiting Serbia, in 2016 we reached 8.000, and in this year numbers are even higher. Most important lesson learned from your time as an Ambassador in Serbia? › I was the first Ambassador in your

country so there was a lot of work during the establishment of the Embassy. I really saw this as an exquisite personal and professional challenge. This was a great lesson and experience that I will never forget. <

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Giant From the Sand Preparing for the post-oil era

ECO NO MY

hen the Founding Father of Dubai, Sheikh Rashid, was asked about this emirate’s future, he said: “My grandfather rode a camel, my father rode a camel, I drive a Mercedes, my son drives a Land Rover, his son will drive a Land Rover, but his son will ride a camel”. This shows the tremendous awareness of the Emirati people that all oil booms will come to an end and that they must prepare themselves for a new, post-oil era. And they are doing that successfully.

tion, a major hub for intercontinental flights and, of course, a world tourism capital – as a strange fusion of a Las Vegas wonderland, an alien Star Wars world with experimental architecture and a year-round seaside paradise. While Abu Dhabi and the other Emirates have remained relatively conservative in their approach to diversification, Dubai, which has far lower oil reserves, has been bolder in its diversification policy. And all of this gave the United Arab Emirates the most diversified of all Gulf State economies, even though a high percentage of revenue (77%) came from oil even in 2011.

REINVENT YOURSELF ON TIME And how does that manifest? Well, firstly in the energy sector. The Emiratis

OTHER THAN OIL? Let us explain how they did it. First of all, a strong financial services sector is emerging here. High-class tourism and international finance continue to be developed and, in line with this initiaare aware that they are in the middle of a sunny desert, and that oil is “cool” and currently cheap, good for export, but … they want some renewable sources to eventually become more important. Despite being a major oil exporter, the UAE seeks the renewal of the Kyoto Protocol and is a major investor in solar power. Abu Dhabi is a leader in the construction of “smart cities”, with Masdar City one of those planned to have a desired total of zero carbon emissions. The second element is shifting the economy towards services, as opposed to oil production. As such, the Emirates have reinvented themselves as a world shopping destina-

FACTS

HIGH PERCENTAGE The United Arab Emirates has the most diversified of all Gulf State economies, even though a high percentage of revenue (77%) came from oil even in 2011.

tive, the Dubai International Financial Centre announced that it offers 55.5% foreign ownership, no withholding tax, freehold land and office space, as well as a tailored financial regulatory system with laws taken from best practises of other leading financial centres, like New York, London, Zürich and Singapore. This has led to many of the world's leading companies setting up branch offices and even relocating their headquarters there. The UAE has also become a real estate paradise, with the idea that every wealthy man in the world could and should have their own house or apartment in this country of architectural marvels. All of this resulted in major construction and real estate sector booms, with several signature developments, such as the two Palm Islands, the World, Dubai Marina, Jumeirah Lake Towers and a number of other developments, offering villas, high-rise apartments and office space. The country’s airlines, like Emirates, Etihad, FlyDubai, and Air Arabia, have taken over the world, with Emirates currently one of the world’s few airlines to be experiencing strong levels of growth. And, last but not least, let us go back to manufacturing: significant government-led investments, such as Strata in the aerospace industry, under Mubadala, are proving successful, while small scale entrepreneurial ventures are also picking up, such as Zarooq Motors in the automotive industry… There will be no winter sorrow for the UAE. <

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Compatible Partners

E C O N O MIC COOPERATION

Opposites attract

erbia and the United Arab Emirates did not have significant economic cooperation until 2012, when His Majesty Mohammed bin Zayed Al-Nahyan, Crown Prince of Abu Dhabi, and then Serbian Prime Minister Aleksandar Vučić met. Prior to that, the Emirates had been merely a destination for work for Serbs... but then the investments came, big time. And with meetings came agreements to establish diplomatic relations at the ambassadorial level and thus strengthen bilateral relations. During these visits, several agreements were signed that were deemed as being in the common interests of the two nations and states. The first such agreement was signed more than four years ago, thus continuous economic relations between Serbia and the UAE date back to 17th February 2013, when the first interstate agreement on cooperation between the two countries was signed. The significance of agreements signed by the two countries is reflected in the opening of numerous opportunities for improving economic cooperation, as well as a series of joint economic projects which began being implemented a few years ago. Considering political differences and the rarity of cases in which economic relations are ahead of political ones, it is

worth noting that this is indeed the case with Serbia and the UAE, which shows that the economy and common interests can overcome many things. Bearing in mind the very strong economy of the United Arab Emirates, which possesses a lot of money for investment, coupled with its scarcity of fertile soil, greenery and freshwater, this country clearly has plenty of opportunity to be an economic powerhouse in the world, with the fastest pace of development enabling it to invest in particular countries as doorways to Europe. Hence, the UAE’s decision to forge a strategic partnership with Serbia has enabled this Bal-

Cooperation between the Republic of Serbia and the United Arab Emirates has opened the door to many new investments

kan country to make progress on its economic agenda regionally. There are many examples of successful economic cooperation between nations. The economic cooperation between the Republic of Serbia and the United Arab Emirates is based on principles of friendship that have contributed to numerous investments, such as that of Etihad Airways in the former JAT Airways and its subsequent transformation into Air Serbia. The agreement on this cooperation deal was signed on 1st August 2013 by then Serbian First Deputy Prime Minister Aleksandar Vučić and Etihad Airways President James Hogan. The investment of company Al Rawafed in Serbian agriculture came as a result of a joint investment agreement signed by Serbian Economy Minister Dušan Vujović and Al Rafahed CEO Mahmud Ibrahim Al Mahmoud on 4th July 2014. Next came the investment of Mubadal Microchip Company: the Memorandum of Understanding between the Government of the Republic of Serbia and the Mubadal Company, in the field of advanced technologies, was signed by then Serbian First Deputy Prime Minister Aleksandar Vučić and General Manager of Mubadal, Kaldon Al Mubarak, on 3rd October 2013 in Belgrade.

An investment in Serbian agriculture by company Al Dahra soon followed. Confirmation of this joint investment in Serbian agriculture was signed in Abu Dhabi on 28th March 2013 by then Serbian Economy and Finance Minister Mlađan Dinkić and General Director of Al Dahre, Hamad Saed Al Shanxi. The investment of UAE-based company Eagle Hills in construction of the Belgrade Waterfront development also led to the establishment of the first UAE bank in Serbia – Mirabank. All of this has seen the commodity exchange between Serbia and the United Arab Emirates increase by 50% and reach 30 million dollars annually. <

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We Aim to be the Preferred Choice of Corporate Clients From the very beginning of its establishment in 2015, Mirabank has been working on achieving its primary goal - to be the partner of choice for the best local and international companies in the country CORPORATE

s an investment advisory partner, we believe we possess the capacity to support major investments in the country, domestic and foreign, and to assist and facilitate bilateral business development between Serbia and the United Arab Emirates, as well as with other countries in the Middle East, says Dr. Ilinca Rosetti, CEO Mirabank, in an interview for D&C. Are you satisfied with the position that Mirabank currently occupies in the Serbian banking market? › Mirabank has been profiled as a bou-

tique corporate and investment bank operating in Serbia’s banking sector, focused on providing services in Serbia and South-East Europe. Our very unique approach to the market was preceded by a great deal of comprehensive market research, covering an in-depth understanding of all key parameters. Since setting its foundations in 2015, Mirabank has steadily moved towards the achievement of its primary goal - to be the partner of choice for the best local and international companies. It is our mission to support economic growth and development within the country and the region, to back both our clients and our stakeholders, and I can say that we are consistently walking this path. How much are you focused on supporting businesses from the UAE and how many of your domicile clients are involved in your portfolio? › We aim to be the preferred choice in

corporate and investment banking for many of the world’s best companies. Our existing client base is already proof of

the fact that we live our core values and that the way in which we conduct our daily business is both outstanding and unique. Mirabank is oriented towards clients who have or are planning to invest in Serbia, i.e. those who represent businesses from the UAE or other parts of the world, with the inclusion of local companies. We are here to assist them in seizing the market, understanding potential upsides and identifying growth opportunities. It is our vision to become internationally recognised as an innovative and highly professional bank by providing transparent and sustainable financial services. What is new that your bank has offered to the corporate sector, which stands out in relation to other banks in this market? › Our portfolio of services, which covers

every aspect relating to corporate banking and counselling, is completely unique and highly exclusive. We understand that in order for our clients to achieve their business goals, they need a trustworthy and supportive partner – a partner who will provide added value, walk their same path and maintain a mutually satisfying, long-term relationship. Together with our clients, we build success stories and we are fully committed to supporting their achievements. By offering guidance, action and a bold, innovative way of thinking, we are here to help businesses grow. We make client care a priority throughout the entire banking experience, taking into account every detail. Where do you see the potential of this market and what are the main chal-

D r. I L I N C A RO S E T T I CEO Mirabank

The holistic approach we take to providing financial consulting and to our partnerships is what gives our services the personal touch and that which makes Mirabank truly unique on the market

lenges for achieving these potentials? › I deeply believe that the Serbian mar-

ket has sound investment potential. The economic development of the country depends, to a large extent, on further steps towards privatisation, constant foreign direct investment and the revitalisation of local production. In this respect, we perceive investment banking as an important component of Serbia’s future, offering a good opportunity to investors. Where do you see the market similarities of the Eastern and Central European markets, such as Bulgarian, Romanian and Serbian, and why are these markets, from the perspective of bankers and investors, different? › Our dedicated investment banking team

has in-depth knowledge and understanding of South-East European region dynamics and growth potential. The Serbian market is continually growing and developing, taking giant leaps towards the European Union, while strengthening economic ties with other world markets. Eastern and Central European markets such as Romania and Bulgaria are much closer to international capital markets, with direct access to a larger number of clients and operating within a different regulatory framework, this also being possible through their EU status. The EU banking markets differ in many ways from the Serbian banking environment; however, from the economic perspective of investment, engaging in projects relevant to a specific country and those which would contribute to further development in the region are of the utmost significance and importance and, in the end, bring aimed returns to all stakeholders. <

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Innovation for Lower Production Costs Agriculture is a peculiar economic branch where the working capital turnover usually happens once a year

he Al Rawafed Serbia Company was founded with the goal of contributing to advancement and development of agriculture in Serbia through investments in modern machinery, new logistics structure and providing the best possible inputs.

CORPORATE

D RAGA N C R N JA N S K I Director of Al Rawafed Serbia

Which innovations is Al Rawafed Serbiaplanning to implement in agricultural production in Serbia? › Considering that the entire project in-

vestment amounts to around 100 million EUR, innovations are being implemented in all business segments. First and foremost, I would like to mention using a navigational system that transfers data from machine to control room. We are driving straight through the fields with a deviation of less than 2.5cm, and at the same time, collecting data about finished operations. We also use the so-called Machine Synch which synchronizes the operations of up to 6 agricultural machines in one field with machines in order fields while exchanging online the data about the cultivated land plots. I would also like to single out the use of satellite multispectral images for the calculation and mapping of different vegetation indexes that show the condition and health of crops, as well as mapping the temperature of plants and water requirements for rational irrigation. All of the aforementioned innovations, as well as those that we did not mention here, generate significant sav-

ings in production, and have immense benefits from the environmental point of view. Reducing the use of chemicals for spraying crops to a minimum level, in addition to reducing the need for recycled fertilizers positively contributes to the quality of the soil and healthier products that we deliver to the market in the long run. Irrigation systems are the key to successful agricultural production, and despite the fact that they cannot be called innovative per se, the investment of 22.8 million EUR in irrigation is a sufficient indicator of our focus and longterm planning. Which crops are you going to focus on? › Currently, until we finish constructing

irrigation systems, we are oriented towards classical crops such as wheat, maize, soy and sunflower, but our plans are directed towards the expansion of organic production of different cultures, as well as on the cultivation of seed ma-

terial and vegetables. Practically, we are following market trends. How realistic is to expect for your company to succeed in activating its full capacities? › Agriculture is a peculiar economic

branch where the working capital turnover usually happens once a year. We expect that, by the end of next year, our irrigation capacities will have been completely operational, which will give us an opportunity to irrigate more than 6,000 hectares of arable land, and thus be more flexible in production planning, as well as in planning two harvests annually. This will enable us to market a wide range of our products. What markets are you focusing on? › Any markets in which we can sell our

products. Naturally, the domicile market is extremely important to us regardless of its size. We export a good deal of our products, and we are also considering supplying the Middle Eastern markets. <

LAND

EXPECTATIONS We expect that, by the end of next year, our irrigation capacities will have been completely operational, which will give us an opportunity to irrigate more than 6,000 hectares of arable land.

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Do it With Your Heart, or Not at all It is only logical that our first and foremost goal is to be the leader in the country and the region, and anything less than that is just a lack of ambition

CORPORATE

s a part of its strategic expansion plan, Mulk Holdings established Alubond Europe in Banatski Karlovac, Serbia. Alubond’s production facility spans 2 million square metres, and is focused on catering to the European market, comprising of 40 countries plus Russia, and other nearby countries. The European clients of Alubond U.S.A. will definitely benefit from the facility’s close proximity, its EUR1 certification, and Serbia’s free trade agreements with the aforementioned markets. Globeclad (sister company) became operational in April 2016, and is engaged in ACP fabrication, using premium equipment from the renowned Italian

manufacturer, but also transforming ACP into cassetes, after which they are easy to install. “Bearing in mind our new investments and our plan for the next two years, we can say that we are more than satisfied with the achieved results”, says Dijana Ljubiša, General Manager of Alubond, the company that has been operating in Serbia and Vojvodina for almost ten years now. How much money did Alubond invest in production so far? › Just over $10 million, not counting the

latest investment. I prefer to mention the company's main goals: hiring new people, continuously improving working

MULK HOLDINGS Mulk Holdings is a two billion dollar multinational conglomerate with diversified business interests in Manufacturing of Metal Composites (Alubond U.S.A.), Facade Contracting, Healthcare, Aluminum Coil Coatings, Plastic Industries, Power Generation, Real Estate, and Cricket Assets. Mulk Holdings is listed number 7 by FORBES in the list of "Top 100 Indian Companies" in the Arab World, and Number 8 by Arabian Business in the list of "Most Admired Companies" in the GCC. The company with its headquarters based in Hamriya Freezone Sharjah, U.A.E is spread across Europe, U.S.A, Africa, Turkey, India and Middle East. Mulk Holdings' flagship brand Alubond U.S.A.- Metal Composites has grown into the world's largest Metal Composite brand with operations in 11 countries and market reach of 90 countries.

D I JA NA LJ U B I ŠA General Manager of ALUBOND EUROPE doo

I am super proud of the fact that Jaguar / Land Rover showrooms worldwide have chosen Alubond U.S.A. as their favourite cladding panel brand

conditions, constant investing in employees development and growth. In short, creating a happy team who come to work on Monday smiling. Our mission is to have apsolutely satisfied employees in our team, as well as to make the company a place to be: to always find the reason to celebrate, to energize people to over deliver, and to motivate them to be candid. People build business. Great people build great business! What are your most important export markets, and how much goods do you export there? › It is only logical that our first and

foremost goal is to be a leader in the country and the region, and anything less than that is just a lack of ambition. If you ask me who are my favourites, I have to mention our partners from the Scandinavian countries who want total solutions in order to minimize the costs and the amount of work on their sites in this way. So we do offer this kind of services that include the know - how, which is in high demand lately. This is the reason why we set up a new division in April 2016, a company called Globeclad. I am super proud to announce that

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worldwide Jaguar / Land Rover showrooms have chosen Alubond U.S.A. as their favourite ACP brand which has greatly boosted our sales, and will continue to boost them if everything goes according to plan in the next 3 years.

ing ACP line, and turn it into the line that could produce fire rated composite panels with the stone core (super FRA2 - the first of its kind in this region) which release water when in fire thus reducing or extinguishing it.

What are your plans in Serbia? › We have two novelties. The first one is

Are you satisfied with the business climate in Serbia and how can it be improved? › It is noticeable that the business climate

a new factory that will coat aluminum coils, and will be opened by April 2018 at the latest (we are currently doing the installations in the factory and recruiting people). Secondly, and as equally important - we will actually modify the exist-

has improved over the last couple of years. We have had a lot of understanding and support from both the provincial government and our chamber of com-

FACT

BUSINESS CLIMATE It is noticeable that the business climate has improved over the last couple of years. We have had a lot of understanding and support from both the provincial government and our chamber of commerce.

merce, which expedites the implementation of our plans and facilitates further expansion. This definitely confirms that Alubond's decision to set up operations here was the right one. What benefits did the municipality of Banatski Karlovac experience when Alubond came here? › I am confident that if you were to ask

the municipality's officials this question, they would give you a positive answer. We are a renowned international company that invested capital here. We have also been promoting our operations in the municipality, hiring people, and of course we are continuing to significantly expand. <

ALUBOND U. S. A Alubond U.S.A is an Aluminum Composite Cladding panels (ACP) and Metal Composite Material (MCM) Cladding panels brand owned by Mulk Holdings. The company has emerged as The World’s Largest ACP and MCM Brand with a twenty-five million square meters of manufacturing and processing capacity from its various facilities in Europe, UAE, Turkey, Ghana and India. Alubond has also expanded its product range to now offer a full range of Fire Rated Metal Cladding panels including Solid Aluminum, Honeycomb, A2 Mineral Core ACP, B Mineral Core ACP, Exotic metals MCM in a choice of metal skins like Galvanized Steel, Stainless Steel, Copper, Bronze and Titanium. The company in addition to production of metal composites also has a complete backward and forward integration manufacturing facilities producing Fire rated Mineral Core, Fire Rated adhesive films and Color Coated coils.

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Premium Service From a Premium Brand Open now for two years, Air Serbia’s Premium Lounge has been a great hit with passengers CORPORATE

he Air Serbia’s Premium Lounge at Belgrade's Nikola Tesla Airport marked its second anniversary this year. The lounge features seating for 80 guests, restaurant-quality dining options, spacious bathrooms and shower facilities, as well as state-of-the-art business amenities. We spoke with Milijana Marić, Delivery Service Manager at Air Serbia, about the development and services on offer at the lounge. Air Serbia opened the Premium Lounge two years ago. Are you satisfied with its results so far? › We’re really happy with how the Premi-

um Lounge has performed. Over the past two years we have welcomed more than 40,000 Business Class guests as well as Gold and Platinum Etihad Guest cardholders travelling with Air Serbia through its doors. I am proud of our staff and the professional service they provide. We serve the finest Serbian dishes, local produce and beverages to our guests, many of whom are international visitors trying Serbian cuisine for the first time. Our most popular dish is the Serbian ćevapi, while on the drinks side our domestic wines by Radovanović and Zvonko Bogdan, as well as the rakija from Rakija Bar, are firm favourites. What can passengers expect during their stay at the Premium Lounge? Is there any special food or service? › We offer our guests a chance to escape

the hustle and bustle of the airport, unwind and enjoy the peace and ambiance of a five-star lounge. Our guests can enjoy a delicious Serbian menu, a bar service, fast Wi-fi, comfortable seating and spacious male and female showers, with complimentary shower amenities. Monica Bellucci, Demi Moore, Ralph Fiennes and Steven Seagal are just some of our well-known international guests who have enjoyed the lounge. How important is it for Air Serbia to have an airport lounge, and what does it mean for brand awareness? › Our Premium Lounge is one of the key

differentiators for Air Serbia and serves as a great example of our guest-centric

M I L I JA NA M A R I Ć Delivery Service Manager, Air Serbia

Since Air Serbia, as a company, is a premium brand, so we offer premium services to our guests

approach to the aviation business. Through the lounge we can offer added value to our guests who are looking for the most comfortable travel experience possible. However, what really makes it special is the human touch. To be honest, the service we offer at Air Serbia’s Premium Lounge is one of the best in Europe, and it is down to the Serbian hospitality and extra mile our staff go to in order to assist our guests. Do your staff need special training to prepare for this kind of premium

service? › Yes, as a premium brand you need to

have well-trained staff who can deliver a first-class service. Our lounge agents all have a background in hospitality and have also passed world-class training in Abu Dhabi at the Etihad Airways headquarters. Their training revolves around how to showcase Serbian hospitality and maintain consistently high style and image standards, as well as on how to confidently deliver a warm and guest-focused service to all our visitors. <

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Wisdom of the Desert Open, but fiercely themselves

SPIRIT

he origin of the country reflects its spirit: The United Arab Emirates is a country that is in fact comprised of emirates, or monarchies, a collection of monarchies, to be precise; Arabic ones, obviously, and they work as a federation. This is a federal monarchy that only gained its independence, believe it or not, in 1971! It was previously referred to as the Trucial States or the Trucial Coast, while the emirates were under British administration. MANY EMIRATES The fact is that every emirate can develop its own path in accordance with its own traditions. For example, the emirate of Sharjah is somewhat more conserva-

tive, as it received funding from Saudi Arabia for some projects and is accordingly stricter on alcohol consumption and short sleeves/legs. Dubai is the most international of all of the emirates, with such a relaxing atmosphere for going out that many travel from neighbouring emirates and kingdoms for a night out in Dubai. The politics is also very traditionally monarchist in the Arabic sense of the world: there are neither political parties nor elections, making it actually a string of absolute monarchies. The country is in fact a federation of seven emirates that was formally established on 2nd Decem-

ber 1971. The constituent emirates are Abu Dhabi (which serves as the capital), Ajman, Dubai, Fujairah, Ras alKhaimah, Sharjah and Umm alQuwain. Each emirate is governed by an absolute monarch; together, they jointly form the Federal Supreme Council. One of the monarchs (traditionally always the Emir of Abu Dhabi) is selected as the President of the United Arab Emirates. So, it is basically a bunch of kings headed by a president – pretty much like the situation in Malaysia, to be precise. And making it even stranger is the fact that Qatar and Bahrain were initially part of the federation, only to opt out shortly prior to the granting of independence – just like Singapore left Malaysia.

ATMOSPHER E

NIGHT OUT Dubai is the most international of all of the emirates, with such a relaxing atmosphere for going out that many travel from neighbouring emirates and kingdoms for a night out in Dubai.

ARABIC SPIRIT One thing that’s typical of Arabic countries – except those that were under French control, which imposed an address system, like Morocco, Tunisia, Algeria, Lebanon or Syria – is the absolute lack of addresses. Even in Damascus, people tended to ignore the formal addresses and to orientate themselves according to the “second street on the right” principle, which is also quite common in Riyadh. Well, you might find it surprising that this is also common in the UAE. Dubai has no address system, no zip codes, no area codes and no postal system. In order for a package to be delivered properly, the sender must include detailed directions

to the destination. Part of the spirit and customs of Emiratis is their pearl trade and pearl diving, which is a similar practise in all Persian Gulf states, and of course traditional ‘souq’ marketplaces. However, the newly acquired wealth of rich people has recently seen many, especially women, start driving cars to giant shopping malls, which requires little or no walking, leading to some of the souqs losing their charm. Similarly, nobody lives in traditional Bedouin huts anymore, which are now preserved within Abu Dhabi’s Heritage Village. And, of course, Arabs don’t walk too much – that’s a Western custom. You will rarely find local Arabs strolling along the quayside. The Arabic custom is to ride a horse or a camel, if you are dignified or rich enough, so the car is the king and those who walk are foreigners. HOLIDAYS, CELEBRATE, EAT! Major holidays in the United Arab Emirates include Eid al Fitr, which marks the end of Ramadan, and National Day (2nd December), which marks the formation of the United Arab Emirates. Emirati men prefer to wear a kandura, or thawb, which is an ankle-length white tunic woven from wool or cotton, while Emirati women wear an abaya, a black over-garment covering most parts of the body. Their food is typical for the region and includes shawarma, jareesh, machboos and luqaimat. <

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Full of Wonders Oasis in

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t was a surprise for me to get to know that the main target group was the shoppers, and not the sunbathers or lover of architectural wonders, but it is probably just because I don’t shop too much even at home. For the rest of the world (i. e. the non-shoppers), the United Arab Emirates will be the place where the craziest and the boldest ideas became reality, in harmony. Where the desert meets the sea. It is of great relief to know that in the region so flooded with misunderstanding and violence, intolerance and clashes, there could be a place where the local people will let the country to be populated 80+% by foreigners, usually not even from their own religion, and that the foreigners will make their careers and their homes in the Middle East. But cleverly, especially Dubai did exactly that! OLD AND NEW WONDERS And, since none of the cities found in the Trucial States was exactly Damascus, Fez or Cairo, the leaders of these emirates

decided to do the following: to preserve meticulously all the old parts of the city that had any worth, like old fortresses, and to – build new wonders that did not exist. The purists say that you cannot build a new wonder, but they are utterly wrong: all that is old now was new at some point of history, like the Big Ben and the Thames Bridge, the Shanghai Bund and Corcovado statue of Jesus, Eiffel Tower in Paris and so on. And Dubai decided to go the same way that was chosen by Shanghai, and Astana a bit later. First there was a hotel in the shape of the sail, called Burj Al-Arab. It was a photogenic landmark of the city and to most photographed place in the whole region. Later, other bold ideas followed. Someone de-

a turbulent region

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cided to make more building on the land that was reclaimed from the sea, so the first one was The Palm, and the funniest thing is that it could be perfectly visible only from air. It lead to the apperance of new tourist branches like helio-tourism, windsuit and skydiving, with excellent view over the landscape. And then, the The Dubai World, which was once again a territory reclaimed from the sea, in the shape of the (you guess), world's continents. The latest addition was, of course, Burj Khalifa or Burj Dubai, which is currently the tallest building in the world, although it is still almost twice as shorter than the tallest projected building in the past – it is only half a mile tall. “Only”. Critical reception to Burj Khalifa has been

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generally positive, and the building has received many awards. The old part of the Emirates was cool too, including Al Fahidi Fort and Dubai Museum: the main museum in Dubai is located in the Al Fahidi Fort, built in 1787. Even smaller emirates could be nonetheless stunning, Fujairah as a best example. Al Badiyah Mosque is a good solution, well, from the outside: the oldest mosque in the UAE. Tourists are not allowed inside, so you coud snap a shot of the tiny ochre building from the outside. Fujairah Historic Fort is by no means negligent. On the contrary, it is the oldest fort in the country. Built in 1670 and restored in the late 20th century, so it means there is a whole world outside Dubai and Abu Dhabi.

SUN, FUN AND.... SKI Of course, it would all be impossible without sun and sea. Sea in particular. Since well, nobody would come to the middle of the desert to enjoy anything similar, therefore Riyadh would not make a great architectural destination. The Persian Gulf was an ideal place for lazy sunbathers all year long, and the region transformed into a top seaside destination. And not only the sea. The Dubai government though about some daring endeavours, like projecting and actually building the world's greatest indoor ski resort, called Ski Dubai. Inside, you have it all, mountains of snow, ski-lifts and everying inside the hot hot Middle East. In the sand, if you want. And the other emirates fol-

lowed, in the effort to offer more and more sea and beaches. If not skiing. Abu Dabi tried to build some mosques which look stunning. The all-white Sheikh Zayed Mosque, for instance: founded by Sheikh Zayed bin Sultan Al Nahyan and competed in 2007, the Abu Dhabi mosque was constructed by the Italian company Impregilo. Or they simply preserved the white walls of some old and charming buildings. Like Qasr al-Hosn, which is the oldest stone building in the city. And of course, if you really like shopping, we guess you won't miss the chance to do that, and even if you don't like shopping it would be a chance for you to put yourself on a test, since the abundance of opportunities will make you a bit of a shopper. < PLAN

NEW WONDERS Since none of the cities found in the Trucial States was exactly Damascus, Fez or Cairo, the leaders of these emirates decided to do the following: to preserve meticulously all the old parts of the city that had any worth, like old fortresses, and to â&#x20AC;&#x201C; build new wonders that did not exist.

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Exotic Arabia Influences from neighbours, preserved authenticity

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n a way it is easy to live in such a place, where you have so many beautiful influences: the authentic Arabic culture of the desert fuses with the neighbouring Persian influences from across the sea, while the strong culture of India has also had its impact, and the centuries-long tradition of trade with East Africa, Mozambique and Zanzibar added yet another layer of cultural diversity to the Emiratis. PERSIAN INFLUENCE Emirati culture doesn’t differ fundamentally from those of its neighbouring Arabic countries of the Persian Gulf, like Bahrain, Qatar, Kuwait of the part of Saudi Arabia along the coast of the Persian Gulf. The influences are polyvalent, but the essential substrate is Arabic, strongly influenced by the Persian culture, which was one of the strongest cultures of the ancient world, and that of the mighty India. Endless voyages towards East Africa – sometimes in trade, sometimes in the lucrative slave trade – had an enormous impact on both Africa and the Emirates. This is all visible in architecture, for example, with the Persian influence quite obvious, for instance, in the wind towers that are so prevalent in Persia. The distinctive wind tower that tops traditional Emirati buildings, the barjeel, has become an identifying mark of Emirati architecture that is said to be attributed to Persian influence. The Persian influence was obtained, as Peter Hellyer says, “both from traders who fled the Persian tax regime in the early 19th Century and from Emirati ownership of ports on the Persian coast, for instance the Al Qassimi port of Lingeh.”

MUSEMS AND GALLERIES AS A NEW STEP The visual arts were not prevalent in Islam or in Arabic lands during pre-Islamic times, but since they are good traders, the Emiratis understood that Westerners adore visual arts, so when visiting on holidays why not tour some galleries and museums? Abu Dhabi has established a culture district on Saadiyat Island. Six grand projects are planned, including the Guggenheim Abu Dhabi and the Louvre Abu Dhabi. Yes, it’s true! The museum collection is planned to reflect Islamic and middle-eastern culture and all these facilities are, as mentioned, part of a larger complex of institutions of culture and the arts that is being built on Saadiyat Island and is intended to appeal to international tourists. Dubai doesn’t want to be just about ‘sun & fun & shopping’, so the City’s leaders didn’t want to let Abu Dhabi lead the game alone – Dubai also made plans to build a Kunsthal (yes, with a German name) Museum, as well as yet another district for galleries and artists. <

PIRACY, POETRY, TRADE The tradition of pirate raids used to be quite prevalent, with the Persian Gulf once known as the Pirate Coast. Until 1853, tribes would raid trade ships from India, while nowadays the same families that ruled those tribes now rule the United Arab Emirates and Qatar, which are among the world’s richest countries due to their petroleum wealth. As in the case of their neighbours, all the Emirates fly flags that are traditionally red, but which have some white elements. This is due

to the British demand that all friendly emirates paint the hoist part of their flag white, otherwise it would be considered a pirate enemy. All of them did that, with only the Emirati flag conceived on the basis of Pan-Arabic colours. And, like all Gulf Arabs and Arabs in General, the Emiratis love poetry. Ancient Emirati poetry was strongly influenced by 8th-century Arabic scholar Al Khalil bin Ahmed. Their traditional dance is the Al-Ayallah, or yowalah, accompanied by the Liwa dance, which can be traced to East Africa.

Westerners adore visual arts, so when visiting on holidays why not tour some galleries and museums?