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COMMENT
Imitations and Own Goals
By Zoran Stojiljković Ph.D.
With the students’ demand to schedule elections and the symbolic “encircling” of Vučić on Vidovdan from the side of the patriotic right, Serbia’s crisis entered its agonising phase. A balance of power(lessness) has been established in which all outcomes are possible
Experience tells us that deeply polarising crises in Serbia only result in real change when expansive and persistent protests and election formulas are finally concluded successfully thanks to the backing of a sufficient number of coalitions of interest. The student blockades and protests have a chance of succeeding to the extent that they are able to depart from the social prohibition of protest among urban, educated and younger middle-class citizens and develop into a civil rebellion in which students lead – in the parlance of old socialist times – an “alliance of peasants, workers and honest intelligentsia”.
In such a scenario, an aspirational new elite enters the arena as a challenger and calls the people to change. It is also fairly important for aspirants in peripheral societies to have the support of key external veto players, or at least to not be actively opposed by them. Just like Progressives disguised in Euro-
pean garb back in 2012. The question is whether the EU can today identify a more democratically cleansed but equally compliant candidate? And that will also further the lithium mining story? The outcome is often the result of strategic mistakes, and even own goals. The authorities themselves took over the job of shaming and embarrassing the government, with the formation of a broad, corrupt, irresponsible and arrogant clientelist network giving that work the irresistible jargon of authenticity. No one can humiliate and expose you like you can do so yourself. Ultimately, the organisational mastodon of the Progressives, patched up on the basis of interests, with a wide and ungainly trunk that sucked up every eighth voter and a small head, also bored its own creator.
All that remains is for the government to buy support and count on fatigue among the citizenry and own goals on the other side – or proverbial disunity and animosity within the social and political opposition
The first own goal is in the “intrusion” story of the colour revolution that was beaten by the Leader, about which he will, in his own self-infatuated style, write a global bestseller. How does he intend to bring plenums, assemblies and autonomy into that imitative model that also depends on
external logistical support? Who will believe that the students are mercenaries or useful idiots working in the interests of hidden manipulators?
The second is linked to the execution of his own social levers of power. This relates to the repeatedly announced movement for the people and the state, Beckett’s Godot who almost arrived. This is proof that his support has withered; that it is merely reflexive and increasingly forced. This is in stark contrast to the other side, which captivates with the energy of mobilisation. Any attempt to achieve parity logically ends in fiasco.
A third problem that’s been solved unsuccessfully is finding a way to demonise students and the University without that returning like a boomerang. Vučić and his camarilla constantly repeat that those protesting and blockading are lazy and rich, while they can neither be bribed nor scared. You are taking on the least desirable opponent: young, educated people in whom people see the future, and to whom you are morally inferior and stripped of credibility. The political nerd scholar learnt nothing from Tito, which is why he allowed himself to play a game of combining obfuscation and vague threats, which leads to the accumulation of spite and resistance even when yielding short-term effects.
All that remains is for the government to buy support and count on fatigue among the citizenry and own goals on the other side – or proverbial disunity and animosity within the social and political opposition.
Business Alcazar of Adria
Serbia Stands at a Strategic Turning Point
The age of agentic AI is rede ning the way industry functions, democratising intelligence and transforming entire economies. Serbia stands at a crossroads – poised to become a digital bridge between East and West, provided it dares to lead
Mark Minevich Leading Global AI Strategist on Serbia’s Strategic Role in the AI Economy
Mark Minevich is among the world’s leading AI strategists, a UN advisor, a Strategic Partner of Silicon Valley’s Mayfield Venture Capital and President of Going Global Ventures. He brings unparalleled insight into the intersection between technology, business and policy. As an advisor to Fortune 500 companies, national governments and international organisations, he has helped to shape the global digital economy and has championed the responsible development of AI. Speaking in this exclusive interview for CorD Magazine, Minevich explains why agentic AI systems and Cognition-as-a-Service point the emergence of a new technological epoch, but also the strategic choices that Serbia must make if it is to position itself as a digital bridge between East and West.
Agentic AI systems are a key topic in the global tech conversation. How do you envisage their practical deployment helping to transform sectors like manufacturing, energy and healthcare?
— As agentic AI evolves, we’re entering a new era of intelligent autonomy or algorithmic economy. These systems don’t merely automate; they learn, decide and adapt independently, redefining the future of work and operations.
In manufacturing, agentic systems are creating self-optimising production lines that manage predictive maintenance, automate quality control and respond dynamically to real-time conditions, resulting in fewer breakdowns, higher productivity and leaner operations.
In the energy sector, agentic AI is optimising grid reliability, forecasting demand surges and autonomously integrating solar, wind and storage. We’re moving from centralised control to decentralised, adaptive energy systems. We are seeing real-time trading and self-healing grid technologies as early indicators of this trend.
In healthcare, agentic systems are already enhancing diagnostics, au-
tomating administrative workflows and supporting very large-scale clinical decision-making. Hospitals are already using AI to prioritise patient triage, identify anomalies in medical imaging and personalise care plans in ways that were once unimaginable.
I expect a significant portion of enterprise AI-driven revenue to come from these agentic systems by 2026, signalling a paradigm shift in the way business processes and structures are designed.
You often speak about Cognition-as-a-Service (CaaS) as representing the next great shift. What makes this model so transformative?
— I’m equally excited about the next architectural shift: Cognition-as-a-Service (CaaS), which is the delivery of reasoning, memory and planning via cloud platforms.
Routine task automation is a starting point, as CaaS systems now handle tasks like coding, legal document generation and data processing with high precision. Executive decision support is also a standout use case, as companies can now subscribe to intelligence itself. From predictive risk analysis to market simulations, CaaS
Cognition-as-a-Service democratises intelligence, giving even small rms access to world-class cognitive capabilities
places boardroom-level insight at the fingertips of every executive. Product innovation and new business models follow naturally. CaaS enables “as-aservice” offers in healthcare, finance and insurance, while transforming legacy transaction-based models into dynamic, outcome-driven engagements.
I would emphasise the fact that Cognition-as-a-Service democratises intelligence. It levels the playing field, enabling even small firms to access world-class capabilities.
How can countries like Serbia position themselves in this emerging AI-driven economy?
— I see Serbia as a growing AI hub in Europe, with the potential to leap ahead into a position of digital leadership through targeted national investments. However, it still has some distance to cover.
I believe that digital infrastructure is central to this transition. Serbia’s national AI initiatives, supercomputing capabilities and sovereign data platforms give researchers and entrepreneurs access to cutting-edge resources. Talent development is another essential pillar. Serbia is ahead of the curve in integrating AI into its education system, from primary coding curricula to interdisciplinary AI programmes related to biomedicine and environmental science.
Ecosystem strength is also growing. Public-private partnerships, tax incentives and the rise of innovation campuses, such as Belgrade’s BIO4 etc., are slowly translating research into commercial impact. Serbia is creating the conditions for a flourishing digital ecosystem that’s globally integrated and regionally decisive... Entrepreneurship is also growing, but needs improvement, while venture capital funding is scarce. If everything falls into place, Serbia could serve as a bridge between East and West, becoming a strategic digital gateway in Southeast Europe.
With all this innovation, are AI governance frameworks keeping pace with development?
— Governance is struggling to keep pace with the rapid advancement of AI, especially in high-stakes fields such as medicine and public services.
I would warn that the current frameworks are too slow, too fragmented and too static. AI systems are evolving rapidly today, often learning in real-time. And yet, many regulators still adopt models designed for static software or physical products. The risks are particularly severe when it comes to healthcare. Agentic AI is already in-
volved in diagnosis, treatment planning and patient monitoring. However, the accountability, explainability and validation systems surrounding it remain underdeveloped.
I strongly advocate in favour of collaborative, public-private governance models, deregulation or dynamic, risk-based regulatory frameworks, real-time auditing and standardised transparency tools, ethical principles rooted in human values, explainability, privacy and fairness.
Responsible AI isn’t just a compliance issue; however, as U.S. Vice President JD Vance said, we really need to focus on strong national competitiveness.
Serbia has the potential to be a digital gateway between East and West – but only if it invests boldly and leads with vision
As someone who’s worked extensively with tech innovators worldwide, what would you highlight as the most valuable lessons for companies looking to responsibly scale AI technologies across industries? — Having worked with global tech leaders and national governments, I would like to offer five powerful lessons for any organisation looking to scale AI: 1. Embed AI into core strategy – not just as an IT project, but as a business transformation initiative; 2. Establish governance as infrastructure by creating reusable frameworks that can be applied across teams and use cases; 3. Ensure interdisciplinary leadership that is real, as AI success depends on cooperation between business, legal, ethical and technical teams; 4. Begin small, learn quickly, grow responsibly and use pilot projects to test assumptions and expand confidently; 5. Investing in people –especially upskilling and change management – is crucial to effective human-AI collaboration.
AI isn’t just about machines; it is about redefining what people and institutions can do when augmented by intelligence.
Your final thoughts for Serbia? — It is a call to action. Serbia shouldn’t follow. It must lead or lag behind forever.
For Serbia and the broader region, the rise of agentic AI and cognition-as -a-service isn’t just a technological trend. I think it’s a strategic turning point. Countries that invest in infrastructure, talent, governance and global collaboration won’t only participate in the AI future, but will also have the power to shape it. The future of AI won’t be decided exclusively in Silicon Valley or Beijing; it will be shaped by those nations and companies that combine technical excellence with responsibility, human - centred design and a bold strategic vision. Serbia has a real chance to be one of those nations, but it must demonstrate strong leadership.
Bridging Understanding and Innovation
The cultural richness of Serbia, the warmth of its people, and the depth of the country’s challenges and aspirations make this posting both complex and inspiring - H.E.
Mrs. Anne Elisabeth LUGON-MOULIN
H.E. Mrs. Anne Elisabeth LUGON-MOULIN
Swiss Ambassador to Serbia
H.E. Mrs. Anne Elisabeth LUGON-MOULIN, Ambassador of Switzerland to Serbia, shares with CorD her impressions after nearly a year in Belgrade, reflecting on the cultural richness, institutional cooperation and the evolving bilateral agenda. In this interview, she speaks about Switzerland’s early support for EXPO 2027, the enduring value of education and innovation, the role of Swiss businesses in Serbia, and the promising outcomes of the first Swiss–Serbian Innovation Forum. She also offers thoughtful insights on the importance of inclusive dialogue, academic cooperation, and partnerships that place Serbia on the regional innovation map.
Your Excellency, you arrived in Serbia nearly a year ago, and the media highlighted that you are the first
woman to serve as Swiss Ambassador here. Given that your diplomatic career has largely been shaped by your postings in Africa, have you managed to adapt to the Balkans?
— Indeed, it has been almost a year since I arrived in Serbia, and I can say that it has been an immensely enriching experience both professionally and personally. Every region has its own rhythm, history and complexity, and I approach each new posting with curiosity and humility. While my previous work in Africa shaped my understanding of development, resilience and diplomacy, the Balkans bring a different set of dynamics, particularly regarding proximity to the European Union and the legacy of recent historical events. However, I am not new to the region. Fifteen years ago, I was covering the Balkans – and
later the former CIS countries – from Bern. I therefore had many opportunities to visit the region, and I can see the positive changes since then. It is quite impressive!
As for being the first woman to serve as Swiss Ambassador to Serbia, I carry this role with a sense of responsibility and pride. I have been warmly welcomed by Serbian institutions, civil society, and the international community. The cultural richness of Serbia, the warmth of its people, and the depth of the country’s challenges and aspirations make this posting both complex and inspiring.
You have assessed that bilateral relations between Switzerland and Serbia have progressed rapidly. What is the central focus of this cooperation today?
— Switzerland and Serbia enjoy strong and diverse bilateral relations that encompass political dialogue, economic cooperation, a migration partnership, cultural exchange, and international cooperation in environmental protection, governance and economic development. These relations are built on mutual trust and a shared commitment to democratic values, social cohesion and long-term stability.
On the political level, our countries maintain regular and constructive dialogue on bilateral, regional and international issues. Economic ties are also significant, with Switzerland being one of the leading foreign investors in Serbia – ranked fifth in 2024 – and home to more than 600 Swiss companies operating across various sectors.
Cultural and educational cooperation has gained importance as well, helping to strengthen connections between our societies and promote mutual understanding. Development cooperation remains a central pillar, with Swiss support focused on strengthening democratic institutions, improving public services, fostering innovation, and advancing environmental sustainability.
At the end of last year, it was announced that Switzerland was the first country to confirm its participation in EXPO 2027. What was it about the Belgrade exhibition that attracted your interest?
Switzerland saw EXPO 2027 as a unique opportunity from the very beginning. The theme “Play for Humanity” resonates with our values of inclusion, innovation and cooperation. We were also impressed by the ambitious vision presented by Serbia in its candidacy and by the potential of the EXPO to serve as a platform for regional and global dialogue.
Belgrade is a dynamic and creative city. The decision to be the first country to confirm participation reflects our confidence in Serbia’s ability to deliver a meaningful and forward-looking international event. It also demonstrates our willingness to deepen bilateral ties and to contribute to Serbia’s visibility on the glob-
Fifteen years ago, I was covering the Balkans – and later the former CIS countries – from Bern. I therefore had many opportunities to visit the region, and I can see the positive changes since then
al stage. I should also add that Switzerland has a long-standing tradition of participating in both universal and specialised Expos.
It is often said in Serbia that the country should follow Switzerland’s example, particularly its strategy of placing education among the key drivers of success. Switzerland has been a key promoter of dual education in Serbia. Does the current moment call for a renewed focus on highly qualified academic profiles?
— Education has always been a foundation of Switzerland’s prosperity and innovative capacity. Switzerland has ranked number one in many international innovation indices for over a decade. While we invest heavily in research and development, we also believe strongly in combining academic and vocational education. The dual education model, which combines classroom learning with hands -on
experience in private companies, has proven highly effective in supporting young people’s transition into the labour market.
In Serbia, we have been supporting the development of the dual education system for several years, and this model continues to show promising results. That said, the future of any economy also depends on advanced academic profiles, especially in the fields of technology, science and research. That is why we also support initiatives that strengthen Serbia’s innovation ecosystem. We fund local innovation institutions and provide assistance and grants to start-ups. A well-rounded education system should offer diverse opportunities to young people and respond to the needs of a changing labour market.
You are currently witnessing a serious social crisis in Serbia, with the University at its centre. How do you view the student movement and their protests?
— As a diplomat, I do not interfere in domestic political matters, but I do follow developments closely from both a political and security perspective.
Universities have always played a vital role as spaces for independent thought, civic responsibility, debate and science. The right to education is also a basic human right.
Switzerland has a long-standing tradition of participatory democracy. We firmly believe that inclusive dialogue and accountable institutions are essential not only for political stability but also for strengthening public trust and social cohesion in the long run.
There are currently around 600 Swiss companies operating in Serbia, employing approximately 14,000 people. To what extent are recent domestic developments and Serbia’s stagnation in the EU accession process influencing business decisions regarding continued investment in the country?
— Swiss companies value long-term stability, transparency and predicta-
DIALOGUE
We firmly believe that inclusive dialogue and accountable institutions are essential not only for political stability but also for strengthening public trust and social cohesion in the long run
bility. Serbia offers many attractive qualities for investors: a skilled workforce, geographic proximity to the EU, and good infrastructure. However, like all investors, Swiss companies closely monitor the overall business climate, the rule of law and the broader political environment.
The EU accession process remains an important signal for many companies. Progress on reforms, particularly in areas such as judicial independence, public procurement and environmental regulation, helps reinforce investor confidence. That said, many Swiss companies in Serbia have shown great resilience and continue to expand – a testament to the real opportunities that exist here.
Is it already possible to speak of any concrete outcomes of the first Swiss–Serbian Innovation Forum, held last December?
— The first Swiss–Serbian Innovation Forum was an excellent milestone in deepening cooperation in science, research and innovation. It brought together stakeholders from both countries across sectors, including start-ups, academia and government representatives. Since then, we have seen encouraging follow-up, particularly in the areas of digital health, biotechnology and cleantech.
Concrete outcomes include new partnerships between universities and research centres, increased interest in joint grant applications, and pilot projects involving Serbian start-ups and Swiss technology providers. The Forum confirmed the great potential for innovation to become a stronger bridge between our two countries. We are committed to supporting this process and to establishing a more structured innovation dialogue in future.
INVESTORS
like any investors, Swiss companies closely monitor the overall business climate, the rule of law, and the broader political environment
FORUM
The first Swiss–Serbian Innovation Forum was an excellent milestone for deepening cooperation in science, research, and innovation
Has the previously announced cooperation between Novartis and Serbia’s BIO4 Campus been formalised?
— The partnership is expected to focus on research and development in biotechnology, biomedicine and bioinformatics aimed at combating major diseases.
Yes, the cooperation between Novartis and Serbia’s BIO4 Campus has been formalised through a Memorandum of Understanding outlining strategic collaboration in biotechnology, biomedicine and bioinformatics. One of the first initiatives under this memorandum was launched in partnership with the Institute of Mo-
lecular Genetics and Genetic Engineering of the University of Belgrade, and the Clinic for Endocrinology, Diabetes and Metabolic Diseases at the University Clinical Centre of Serbia. The project, entitled “Genetics and Pharmacogenetics of Familial Hypercholesterolemia in Serbia”, involves genetic testing aimed at identifying the genetic profile of patients with inherited lipid disorders. The ultimate goal is to establish a national screening programme for familial hypercholesterolemia.
In parallel, efforts are underway to implement digital health and artificial intelligence solutions, including the development of a clinical decision support system for the prevention and treatment of cardiovascular diseases. This system will enable healthcare institutions to generate and analyse health data more effectively, resulting in faster diagnoses, improved care quality, and more efficient treatment outcomes.
Further discussions between Novartis and the BIO4 Campus are ongoing and highly promising. Novartis has a strong presence in Serbia and globally, and its interest in collaborating with the BIO4 Campus reflects Serbia’s growing relevance in regional research and development.
Switzerland greatly values such collaboration, particularly when it links Serbian scientific capacity with global expertise. The focus on biotechnology, biomedicine and bioinformatics is essential to addressing both current and future healthcare challenges. We are confident that this partnership will significantly strengthen Serbia’s healthcare ecosystem and contribute to positioning the country as a regional innovation hub in the Western Balkans.
Diary
South Korea Con rms
Kim Min-seok as Prime Minister
South Korea’s National Assembly approved Kim Min-seok as prime minister on 3 July2025, after confirmation hearings held in late June. A close ally of President Lee Jae-myung, Kim pledged to spearhead economic recovery and strengthen transparency. At age 39, his appointment aims to stabilise the government following Lee’s election in early June.
“In politics and in life, we are always on the edge of change-sometimes by choice, sometimes by necessity”
Emmanuel Macron President of France
Airlines Turn to AI for Personalised Ticket Pricing
Delta Air Lines is moving to make artificial intelligence a core part of how it sets ticket prices—replacing static fares with real-time, individualised pricing. President Glen Hauenstein told investors that by year-end, 20% of fares will be AI-generated, up from 3% today. Eventually, pricing could be uniquely tailored to each passenger based on flight, timing, and profile.
BRICS Summit in Rio Focuses on AI and Global Governance
Held 6–7 Julyin Rio de Janeiro, the BRICS summit reinforced cooperation among Global South countries. Leaders endorsed a UN-led framework for ethical artificial intelligence governance and confirmed India will chair the bloc in 2026.
“The climate crisis is not a distant threat—it is a present emergency demanding urgent global solidarity”
António Guterres UN Secretary-General
Ukraine Appoints Yulia Svyrydenko as Prime Minister
On 17 July, Ukraine’s parliament approved 39-year-old Yulia Svyrydenko as the new prime minister—its first leadership change since the 2022 invasion. She pledged a full public spending audit, economic deregulation, and scaling up domestic arms production. Svyrydenko also made history as Ukraine’s first female prime minister, marking a significant milestone in the country’s political landscape. Her appointment signals a push for renewal and resilience amid ongoing conflict and reconstruction.
Climate Turning Point Within Reach
On July 22, UN Secretary - General António Guterres declared that the world is nearing a major climate breakthrough, as clean energy becomes cheaper than fossil fuels. Solar and wind costs have dropped sharply, and global investment in renewables hit a record \$2 trillion. Guterres called for redirecting fossil fuel subsidies and urged tech giants to fully shift to renewables by 2030. He stressed that the energy transition is no longer a dream—but a realistic and necessary path forward.
Peace Talks Scheduled in Turkey
Ukraine and Russia agreed to reconvene peace talks in Turkey on 23–24 July, marking their first face-to-face negotiations in seven weeks. Ukrainian President Zelenskiy urged both sides to build momentum toward resolution.
ARE
WE LISTENING TO YOUNG PEOPLE?
Don’t Call
Them the Future They Are
the Present
Generation Z is rewriting the rules of leadership with authenticity, courage and a demand for action. Societies and companies that fail to listen risk being left behind
Many companies and organisations proudly promote values such as freedom of expression, innovation, proactivity and critical thinking – but do these values truly hold in practice? Can young people genuinely become the “creative leaders of tomorrow” if today we witness their peers be -
ing discouraged, publicly called out or subjected to pressure for their views, banners or acts of solidarity? To explore these questions, we spoke with leading experts about what it really means to live these values – in companies, institutions and society as a whole.
Branislava Gajić Stanojević Co-founder of Inspira Group and Director of
4zida.rs
The Future Isn’t Waiting – It’s Already Happening
A healthy business and social system does not fear voices that think di erently –it harnesses them as a driver of progress. But this requires institutional support: within companies, through corporate culture and management that fosters openness and innovation; and within society, through institutions that do not ignore citizens’ feedback but rather acknowledge it for the common good
Values such as freedom of expression, innovation and critical thinking cannot remain confined to presentations or office walls. The essential question is not whether companies promote these values, but whether they truly live them – across all generations of employees. Perfection does not exist, nor should it be expected. But moments of crisis are the true test of whether a company’s values are genuine or just empty words.
In today’s society, more and more people – particularly the young – want to voice their opinions, to contribute to creating a better environment, and to know that someone is listening. This is good news. A healthy business and social system does not fear voices that think differently – it uses them as a catalyst for development. However, this requires institutional backing: within companies, through a culture and leadership style that encourages openness and innovation; and within society, through institutions that take public feedback seriously and act upon it in the public interest.
Young people have always been natural agents of change – that is a constant throughout history. Their voices must be present, but also responsible. Freedom of expression does not mean every idea will be accepted, nor does it grant the right to be dismissive or harsh. Likewise, criticism without constructive suggestions lacks true value. Openness and critical thinking work best when combined with empathy and grounded in practical experience. In companies that truly live their values, this is not a generational battle – but rath-
er a collaboration between youthful drive and the maturity and experience of long-serving colleagues. Only in this way do lasting changes take shape.
Digital firms, such as ours, must live by the so-called lean philosophy – combining the strength of systemic approaches with agility, and constantly adapting to change in a fast-evolving tech world. But this approach is equally valuable for other businesses, as it improves their chances of achieving longterm success.
At Inspira Group, we believe it is not our task to resist change, but to help shape it
At Inspira Group, we believe it is not our task to resist change, but to help shape it. We strive to demonstrate that business success can go hand in hand with a positive impact on society – and this is one of the reasons we have continued to grow and succeed for the past 25 years. Back then, we began as students with no resources to speak of. Today’s young people will be tomorrow’s employers, decision-makers and consumers. Companies that fail to evolve become outdated. Societies that stifle meaningful change lose the very people who carry the future. And the future isn’t waiting – it’s already happening. It is up to us to decide whether to reach out our hand or watch it pass us by.
Nataša Pavlović Bujas, IPRA President 2024-2025
Young People Are Also Our Present
Instead of moulding them to t existing systems, it is time we learn from young people and shape the future of society together with them
For years, we have been hearing – and even saying ourselves – that young people are the “leaders of the future”. While this sounds encouraging, we often forget one important fact –they are already driving change today. They are active in communities, present on networks, and bringing to the surface topics that often escape the focus of institutions. The key question is: do we truly hear them?
Generation Z brings something new and valuable: a bold insistence on authenticity, a strong sense of justice, care for their communities and the planet, and a desire to share all this – immediately, transparently, and digitally. They do not easily compromise on what they believe in, nor do they settle for mere formality or empty phrases. They seek purpose, expect transparent communication, and value consistency above all. They expect companies, institutions, and societies to be transparent, inclusive, and accountable. They do not accept declarative support – they demand concrete actions. Contrary to our assumptions about them, they want to participate in decisionmaking and expect real opportunities to make an impact. They are not passive – as we once believed – but informed, outspoken, and ready to challenge existing systems. They are redefining leadership itself as we know it.
The question is how we should approach this generation, especially in business and social contexts. Instead of moulding them to fit familiar, existing systems, we should remain open to learning from them.
Instead of viewing the questions they raise as a problem or a challenge, we can recognise them as a signal for change. Today, more than ever, leadership means creating a space where different perspectives are not a weakness but an asset, and where young people are not observers but partners.
In a world facing a growing crisis of trust – along with many other crises at every level – communica-
Today, more than ever, leadership means creating a space where di erent perspectives are not a weakness but an asset, and where young people are not observers but partners
tion plays a special and highly important role. It is not just a tool for shaping messages but a space for dialogue. Freedom of expression does not only mean the right to speak when it is easy. We must also speak when it is necessary. And we do not always have to agree with what young people say – but if we truly believe in the values we promote, we must also accept their right to express their views.
To begin with, let us stop referring to young people as the “leaders of tomorrow” or “leaders of the future”. Young people are also our present, and they deserve to be our partners in shaping the future we share.
Tamara Džamonja Ignjatović PhD., full professor, Department of Psychology, Faculty of Philosophy, University of Belgrade
Young People Against Fear
In a society that discourages free thinking and critical dialogue, students have chosen solidarity, courage and unity. Rather than succumbing to pressure, they have shown they are prepared to stand up for the values of freedom and democracy
When we speak of values such as freedom of expression, innovation and critical thinking, it is important to distinguish between what is promoted rhetorically and what is genuinely nurtured in practice. Companies that aspire to success tend to foster a creative environment and open communication. However, when the broader social context discourages these values – through public shaming, pressure or suppression of free expression – it raises the question of what we can expect from the younger generation as future leaders. Indeed, when these values are not only unsupported but actively undermined, what can we realistically expect from tomorrow’s “creative leaders” if today we witness their peers being discouraged, publicly criticised or subjected to pressure because of their opinions, banners or expressions of solidarity? We must also remember that they are shaped under the powerful influence of digital technology, where social interaction is largely mediated by social media – an environment that does little to encourage empathy, tolerance or other essential social skills. The culture of consumerism, “clicktivism”, conformity, individualism, the absence of ideals or ideology, and the relativisation of truth under the influence of media propaganda and an abundance of unfiltered, often contradictory information, all contribute to a mental confusion that hinders proactive engagement. In a society marked by uncertainty, intimidation, polarisation, the devaluation of education, and a preference for party loyalty over professional competence, freedom of expression and critical thinking are perceived as threats. In such an environment, it is difficult to expect young people to express their views freely, uphold values, or engage in critical thinking.
Yet, contrary to such pessimistic expectations, young people have surprised us! Through their student uprising, they
Like
demonstrated that they are neither self-centred nor driven solely by individual interests, but instead show solidarity, initiative, tolerance and a commitment to peace. They are guided by the values of freedom and democracy and are willing to defend them – even at personal cost. They have not yielded to threats and intimidation, recognising that fear can only be overcome by confronting its source. Withdrawal is an acceptance of a life in perpetual fear. Courage does not lie in fearlessness, but in the willingness to act despite fear. Rather than choosing conformity and apathy, they have chosen proactivity and solidarity.
the de ant ower, young people have blossomed in full colour. We see it when
they speak – clearly, eloquently, with a look of re ection and depth. In them, I see the leaders who will shape a brighter tomorrow
That is why they are the true leaders of the future – individuals with integrity and a strong sense of community. Those who rule through intimidation, deception, pressure or corruption have become their anti-role models. Paradoxically, the very hardships they faced growing up have emboldened them to reject that kind of future. Like the defiant flower that blooms in adversity, they have flourished in full colour. We see it when they speak in public – clearly, thoughtfully and eloquently, with expressions full of depth. I believe they are the ones who will lead us towards a better future.
The planet is edging ever closer to climate tipping points. Scientists have long warned that the 1.5°C limit on global warming is unlikely to hold, and recent data suggests it could be surpassed as soon as 2028. Meanwhile, biodiversity loss is accelerating, with compounding consequences for ecosystems and communities worldwide. These twin crises demand urgent and coordinated responses – even in the absence of consistent American leadership.
The 2015 Paris Agreement represented a milestone in multilateral cooperation, establishing a flexible yet ambitious framework based on voluntary national commitments. Its successor in the realm of biodiversity, the 2022 Kunming-Montreal Global Biodiversity Framework, aimed to mirror this model, despite notable holdouts. But the sense of unified global resolve
has since eroded. The decision of the United States to once again withdraw from the Paris Agreement under President Donald Trump dealt a symbolic and strategic blow,
By treating nature as an investable asset, the world can turn biodiversity into a foundation for economic resilience
raising fundamental questions about how to sustain momentum without one of the world’s top emitters.
Yet the success of global climate efforts may not hinge on U.S. engagement alone. Today, the decisive battleground lies in emerging markets and developing economies (EMDEs), which generate two-thirds of global greenhouse gas emissions and host the majority of the world’s biodiversity. It is here that the most profound transitions must occur – and where international cooperation must now be most focused.
EMDEs face a daunting dual challenge: meeting urgent development goals while undertaking rapid decarbonisation. Limited fiscal space, high borrowing costs, and capital-intensive green technologies all contribute to this dilemma. A new model of partnership is therefore essential – one that makes climate progress economically viable and politically acceptable. Four interconnected frameworks could serve as the foundation for such a model.
FEATURE
Climate Without Consensus
As the United States turns inward, the responsibility of driving global climate and biodiversity action increasingly falls on coalitions capable of aligning environmental goals with the development needs of emerging markets
A Fairer Carbon Pricing Coalition
Carbon pricing is widely recognised as the most efficient means of reducing emissions. Yet if implemented unevenly, it can distort trade by advantaging economies with laxer regulations. To address this, the European Union has introduced a Carbon Border Adjustment Mechanism (CBAM), applying tariffs on carbon-intensive imports.
A broader coalition could emerge from this approach, in which developed and developing countries commit to a tiered carbon price floor. In return, members would benefit from mutual CBAM exemptions and access to financing, technologies, and export markets. This model would allow meaningful carbon pricing to spread beyond advanced economies – even without U.S. participation.
Mobilising Climate Finance
Despite falling technology costs, renewable energy remains out of reach for many EMDEs due to prohibitively high capital costs. Clean-energy investment in these regions must quadruple by 2030 to remain on track with the Paris goals – a target that is currently far out of reach.
One solution lies in formal agreements between developed countries and EMDEs, where climate finance is provided in exchange for measurable decarbonisation commitments. Modest contributions – less than 0.3% of the combined GDP of the EU, China, Japan, and South Korea – could unlock transformative change in the global power sector.
Green Industrial Alliances Europe, despite its renewable ambitions, will continue to rely on imported energy.
Rather than transporting green electricity across continents, it could prove more efficient to relocate energy-intensive production to resource - rich EMDEs. This would allow Europe to access green industrial outputs while supporting growth in partner countries.
Industrial policies must evolve accordingly. Rather than propping up uncompetitive domestic sectors, Europe could invest in higher-value downstream industries and promote fair trade relationships that reflect shared environmental goals.
Nature-Based Markets and Long-Term Incentives
Even the most ambitious decarbonisation scenarios will require net - negative emissions after mid-century. This implies large - scale investment in carbon removal – a field that remains underdeveloped and fragmented.
New financial instruments could help build viable markets. One idea is “cleanup certificates,” which allow emitters to take on carbon debts, repayable via future carbon removal. Another is the introduction of “nature shares” – long-term financial assets tied to biodiversity-rich areas, designed to provide returns in the form of verified environmental benefits. Both concepts aim to shift the treatment of nature from liability to asset.
Europe’s Pivotal Role
The European Union is uniquely positioned to lead this new era of climate cooperation. Its mature carbon markets, regulatory credibility, and ambitious targets provide a strong foundation. To sustain momentum, the EU must not only accelerate its own transition but also extend support and partnership to countries ready to act.
In the absence of American leadership, climate diplomacy must adapt. It is no longer enough to rely on summits and declarations. What is now required are pragmatic, flexible, and inclusive alliances – ones that respect development realities while holding firm to environmental imperatives. The stakes are immense, but so too is the potential for meaningful progress.
China’s Strategic Leap in AI
While the United States battles internal discord and regulatory fragmentation, China is rapidly scaling its AI capabilities through pragmatic reforms and institutional synergy. In the race to shape the global tech future, quiet coordination may be outpacing democratic chaos
In the contest for global leadership in artificial intelligence, the story of 2024 is one of sharp contrast. On one side stands the United States, mired in regulatory uncertainty and political turbulence; on the other, China, newly energised after a period of stagnation, is leveraging institutional coordination and state - backed pragmatism to accelerate innovation. The implications for global power dynamics, technological leadership, and the future of digital governance are significant—and increasingly visible.
Only a year ago, China’s AI sector appeared to be floundering. Following pandemic-era lockdowns and an intense crackdown on its tech giants, 2023 was marked by stagnation, cautious development, and a sense of institutional paralysis. Regulatory ambiguity and political pressure had curbed the ambitions of even the most promising firms. In contrast, American companies, backed by an open innovation environment and immense private capital, surged ahead with powerful foundation models and new commercial applications.
Yet, by mid-2024, the picture had changed. China’s AI firms had begun to recover— not by circumventing regulations or abandoning caution, but by reconfiguring their
relationship with the state and harnessing institutional tools to rebuild momentum. While the legal framework remained largely intact, enforcement became more nuanced. Through informal dialogues and structured cooperation between regulatory bodies and developers, the climate for innovation improved.
Much of this shift stems from the emergence of new intermediating institutions that blend academic expertise, public policy
ing university-backed research with state incentives and venture capital.
While US lawmakers struggle to agree on national frameworks, leading Chinese cities are offering targeted support to local firms—ranging from infrastructure subsidies and R&D tax relief, to preferential access to data and computing power. The central government, through the Ministry of Industry and Information Technology and the Cyberspace Administration of China
Unless Washington nds a way to streamline regulation, rebuild bipartisan consensus, and reinvest in talent, it risks ceding leadership not only in innovation, but in the very standards and norms that will shape the AI century
influence, and private capital. Entities like the Beijing Academy of Artificial Intelligence and the China Academy of Information and Communications Technology (CAICT) have acted as bridges between the state and the private sector, channelling feedback, aligning expectations, and ensuring regulatory predictability. AI startups such as DeepSeek, Moonshot AI, and Zhipu AI have benefited directly from these developments, combin-
(CAC), has adopted a more consultative approach, holding closed-door meetings with developers and researchers to refine guidance on AI deployment.
A key shift has been the reorientation of regulatory scrutiny away from early-stage development—such as data acquisition and model training—towards application-level compliance. In practice, this means AI companies in China can now focus on building
general-purpose models with fewer roadblocks, provided that the output content aligns with government norms. Although censorship and political sensitivity remain constants, the development process itself has become more transparent and navigable. At the same time, China has doubled down on open-source development, positioning itself as a global contributor to the AI commons. Firms like Alibaba and DeepSeek have released models that are now widely used by researchers and developers worldwide. While the Biden administration in the US took tentative steps towards supporting open-source AI, the Trump administration has wavered, citing national security concerns and proposing restrictive oversight.
The contrast between the two countries is becoming increasingly stark. In the US, many AI companies initially welcomed the Trump administration’s deregulatory rhetoric. However, what followed was a lack of clarity, inconsistent messaging, and a hostile political atmosphere. With funding for basic research slashed and immigration pipelines tightened, the US AI sector has begun to feel the strain. Talent shortages, political polarisation, and fragmented regulation are now threatening America’s long-held dominance. Meanwhile, in China, the narrative is one of regained confidence. While economic challenges and demographic pressures persist, the country’s AI strategy is benefiting from a top-down clarity of purpose. The success of firms like DeepSeek is seen not only as a technological achievement but as a symbol of national resilience. And although exces-
The next chapter in this race will not be determined solely by model accuracy or commercial success. It will depend on trust, legitimacy, and the ability to manage complexity across borders
sive state involvement can often backfire, the current phase of relative openness and coordination is paying dividends.
Still, risks remain. History suggests that moments of success in China often precede re-centralisation. As AI becomes more powerful and pervasive, it is likely that firms will come under closer scrutiny. RedNote—a content platform that recently gained traction among US users—reportedly faced immediate pressure from Chinese regulators to separate domestic and international data flows. While DeepSeek operates in a different domain, concerns about censorship, data control, and content moderation are never far from the surface.
For now, however, China’s AI sector appears to be gaining ground precisely at a time when the United States is losing coherence. Unless Washington finds a way to streamline regulation, rebuild bipartisan consensus, and reinvest in talent, it risks ceding leadership not only in innovation, but in the very standards and norms that will shape the AI century.
The next chapter in this race will not be determined solely by model accuracy or commercial success. It will depend on trust, legitimacy, and the ability to manage complexity across borders. In that regard, China’s recent strategic pivot—from rigid control to calibrated engagement—may prove more consequential than any algorithm.
S W I T Z E R L A N D
Dialogue in Practice
30 DIALOGUE IN PRACTICE COMMENT
32 ANA GOVEDARICA
President of the Swiss-Serbian Chamber of Commerce (SSCC)
Innovation as the Cornerstone of Cooperation
36 NIKOLA STOJKOVIĆ
President of Novartis for Serbia and Montenegro Partnerships for Life-Changing Innovation
37 MARJANA DAVIDOVIĆ
Country Manager of Nestlé for Serbia, Montenegro and North Macedonia Farming for the Future
38 MATTHIAS HERR, SNEŽANA MIŠIĆ MIHAJLOVIĆ, PAULO RODRIGUES, GORANA RADOVANOVIĆ
Helvetas
Ten Years of Helvetas in Serbia
40 MILENA GAJOVIĆ SHRESTHA
General Manager, SR Technics Servicesd Montenegro
Powering Global Progress from Serbia
41 SANJA PEŠIĆ CEO, Alma Quattro In Anticipation of the Swiss National Day
42 TEN SWISS STARTUPS TO WATCH IN 2025. FEATURE
45 NIRAS GERMANY GMBH BELGRADE OFFICE
Bridging Skills, Building Futures: Serbia’s Career Guidance Transformation
46 TANJA MILOVANOVIĆ
Managing Director at Schindler Serbia
Setting New Standards
48 MILICA ARANĐELOVIĆ Partner, DJokić + Partners
AI Must Be Regulated by Law
44 ALEKSANDAR GORAČINOV
Director of the SME HUB Project A Partnership That Shifts the Paradigm
SWITZERLAND 2025
52 SWITZERLAND ON TOP OF THE WORLD TOURISM
56 SOUNDS OF THE ALPS IN THE HEART OF BELGRADE CULTURAL EXCHANGE
50 ANA GRUJOVIĆ
Executive Director of the Swiss-Serbian Chamber of Commerce (SSCC)
Swiss Expertise, Local Impact
Dialogue inPractice
Innovation, partnership and cultural empathy define the evolving Swiss–Serbian relationship. This issue explores the many layers of cooperation—from alpine heritage and digital entrepreneurship to the lasting impact of Swiss investment
To mark the 150th anniversary of the birth of Rodolphe Archibald Reiss, the Serbian Post, in cooperation with the Embassy of Switzerland in Belgrade, issued a commemorative stamp edition titled “Serbia –Switzerland” on 8th July.
SThough different in scale, Switzerland and Serbia share a growing pursuit of excellence, responsibility and future-minded development. In the pages ahead, we trace how this relationship continues to grow—grounded in trust, fuelled by innovation, and made tangible through the work of companies, chambers and individuals committed to long-term engagement.
We begin with H.E. Ambassador Anne Elisabeth Lugon-Moulin, whose thoughtful diplomacy elevates the bilateral agenda. As the first woman to serve as Swiss Ambassador to Serbia, she combines clarity of purpose with a nuanced understanding of how dialogue, education and in-
Switzerland’s strength lies not only in what it builds, but in how it builds—with patience, respect and continuity. That same spirit now shapes its partnership with Serbia, offering a rare example of diplomacy that delivers beyond declarations
clusion shape lasting partnerships. Her focus on biotechnology, digital health and academic exchange reflects a diplomacy firmly oriented towards the future.
The same tone of commitment defines our conversation with Ana Govedarica, President of the Swiss-Serbian Chamber of Commerce, and Ana Grujović, its Executive Director. They highlight the visibility of Swiss investment—from cutting-edge AI to sustainable real estate—and underline the need for a regulatory framework that supports innovation, ethical business and the green transition. Their emphasis on digital healthcare, circular economy and gender-balanced leadership shows how economic engagement can drive social progress.
Cultural exchange, too, remains a vital bridge. In Sounds of the Alps in the Heart of Belgrade, we explore how music builds familiarity where politics may falter.
Elsewhere in this issue, Ten Swiss Startups to Watch in 2025 showcases Switzerland’s dynamic entrepreneurial energy. From medtech to mobility, these ventures explain why the country tops innovation indices and point to potential synergies with Serbia’s startup ecosystem.
Tourism reflects similar momentum: 2024 brought a record number of overnight stays, driven by European travellers and a rise in visitors from North America. Urban centres like Zurich and Geneva thrive, while alpine destinations prove that sustainability and beauty can go hand in hand. All of these strands—political, economic and cultural—are sustained by a network of actors whose contributions deserve recognition. From multinational leaders such as Nestlé, Roche, Schindler, Novartis and ABB, to development partners like Helvetas, Telsonic and SME Hub, the depth and consistency of Swiss engagement in Serbia is remarkable. Completing this mosaic are the legal expertise of Đokić Law, the financial stability of OTP Bank, the biopharmaceutical innovation of Amicus, the long-standing market presence of Alma Quattro and the consultancy services of IP Consult – together embodying institutional goodwill and entrepreneurial energy.
Innovation as the Cornerstone of Cooperation
The Swiss-Serbian Chamber of Commerce plays an increasingly visible role in shaping Serbia’s innovation ecosystem and advancing green solutions. From EXPO 2027 and digital healthcare to deepening bilateral investments, its strategic directions are clearly focused on sustainable growth
n this interview for CorD, Ana Govedarica, President of the Swiss-Serbian Chamber of Commerce and General Manager, Roche Serbia and Montenegro, discusses how innovation, artificial intelligence and the green transition are driving forward cooperation between Switzerland and Serbia. Through concrete initiatives, SSCC mem-
ber companies are building a bridge between science and business, strengthening local capacities and opening the door to new investments.
Which strategic priorities would you highlight for the SSCC over the next five years, particularly in view of EXPO 2027 and the growing international attention on Serbia?
Photos by
Nebojša Babić
— Innovation represents a vital link between Swiss and Serbian companies. Stimulating innovation-related activities in Serbia, connecting academic and business stakeholders, promoting science and supporting the development of innovative business solutions can help increase Serbian exports, boost the competitiveness of domestic companies on international markets, and attract new Swiss investors – all while creating new jobs for young talents in Serbia.
SSCC members are already contributing to the development of innovative products and services across a wide range of sectors, including healthcare, IT, agribusiness and infrastructure. Among innovation areas, artificial intelligence is a particular focus for many member companies. One of SSCC’s strategic directions in the coming period is to highlight the importance of AI in business growth, examine its impact on the transformation of work and explore how it can increase productivity.
In this regard, it is important to mention the importance of the Global Partnership on Artificial Intelligence (GPAI) Summit, which was held in Belgrade in December 2024, as it was dedicated to advancing the responsible development of artificial intelligence and leveraging AI for societal benefit.
Switzerland’s participation in EXPO 2027 will accelerate the exchange of innovative ideas in science and business between senior officials, research institutions and industry leaders – giving Serbia a fresh impetus to position itself as a regional leader in innovation, much like Switzerland.
How would you assess Serbia’s preparedness to meet the challenges of the green transition, and what opportunities does this open for Swiss investors?
— The green transition and energy efficiency are of vital importance to Serbia’s sustainable development. Circular economy has already been recognised as a powerful driver of green transformation, and many SSCC member companies are actively contributing to the preservation of natural resources in Serbia.
To name one example, Nestlé has introduced regenerative agriculture practices and adopted a Zero Waste to Landfill approach to preserve the environment. These practices show that eco-conscious production is not only possible, but also viable on the Serbian market – sending a strong signal to interested Swiss investors.
Of course, there are still numerous challenges when it comes to effective implementation of green business principles, especially for small and medium-sized enterprises. These companies
need continued support – from staff training and guidance on financing instruments for sustainable development, to business networking and policy dialogue between government and industry.
The healthcare sector is rapidly transforming under the influence of digital technologies, personalised medicine and evolving global regulations. Based on your experience in this field, what would you highlight as the key steps for strengthening collaboration between the private sector, academia and healthcare institutions in Serbia?
HEALTHCARE
Healthcare is undergoing a profound transformation, and Serbia has an opportunity to harness this momentum to accelerate the modernisation of its system AI One of the most exciting aspects of AI in healthcare is its application in preventative medicine
COLLABORATION
The Swiss-Serbian Chamber of Commerce has long underlined that collaboration between business, academia and the state is key to the transfer of knowledge and technology
— Healthcare is undergoing a profound transformation, and Serbia has an opportunity to ride this momentum and modernise its system.
First, we must collectively work to enhance data sharing and strengthen digital capabilities. Digital technologies improve treatment outcomes and enable more efficient care, but this depends on high levels of trust and responsible data use. Transparency and investments in digital infrastructure are prerequisites.
Second, deeper collaboration with academic and scientific communities is crucial. Companies have been investing in clinical trials and expert partnerships in Serbia for years, but real systemic progress requires stable regulatory frameworks and incentives for innovation.
Third, capacity building among healthcare professionals through continuous training and international exchange is key to successful implementation of new therapies.
Finally, I believe open dialogue between the state, healthcare institutions, academia, scientific communities and industry is essential for developing a sustainable model of healthcare. Our shared vision should place the patient at the centre, with access to modern and effective treatments.
How do you see the future of innovation and its application in healthcare in Serbia, and how are Swiss companies operating locally, such as Roche, contributing to the advancement of the Serbian health sector?
— I believe that the future of healthcare in Serbia is inextricably linked to the expansion of innovation and the adoption of advanced therapeutic and digital solutions. Serbia has a strong base of experts and healthcare institutions that are open to innovation, but for sustainable progress, it is vital to strengthen partnerships and create a more predictable environment – including consistent availability of innovative therapies.
Swiss companies such as Roche are helping to support this transformation through ongoing investments in the education of healthcare profes-
sionals, contributions to the development of Real World Evidence (RWE) and digital platforms. All of this brings us closer to delivering the most effective therapy for each individual patient within the healthcare system.
The Swiss-Serbian Chamber of Commerce has long emphasised the importance of collaboration between business, academia and the state as a
Artificial intelligence is revolutionising the healthcare industry – transforming how diseases are diagnosed, how patients are treated, and how new medicines are developed
key factor for knowledge and technology transfer. Companies operating within the Swiss business community in Serbia uphold high standards of ethics and transparency – further building trust and fostering innovation.
Swiss companies have supported Bio4Campus, which is positioning itself as a new centre of Serbia’s research and innovation ecosystem. What are your expectations of Bio4Campus in terms of further developing AI and IT, particularly in the healthcare sector?
— Bio4Campus helps to bridge the gap between artificial intelligence and digital technologies, on the one hand, and their application in sectors such as biomedicine and biotechnology, on the other.
AI is ushering in a revolution in healthcare –transforming how diseases are diagnosed, how patients are treated, and how new drugs are developed. This technology holds vast potential for improving diagnostic accuracy, reducing costs and accelerating healthcare processes.
One of the most promising aspects of AI in healthcare is its role in preventative medicine – such as screening for breast or lung cancer – which is vital for early detection and better treatment outcomes.
Which activities from recent years would you consider most influential in shaping the business climate between Switzerland and Serbia?
— The first Serbia–Switzerland Innovation Forum, held in December last year by Serbia’s Ministry of Science, Innovation and Technological Development and the Embassy of Switzerland in Belgrade – with the support of SSCC, NTP Belgrade and other partners – brought together leading experts, researchers and businesspeople from both countries to exchange knowledge and experience on innovation and create a supportive environment for entrepreneurship and startups. This event was instrumental in accelerating the development of Serbia’s innovation ecosystem and, in turn, improving its domestic business climate.
In February this year, the groundbreaking ceremony for the Kings Fountain Dedinje residential complex took place. The project highlights the strong economic ties between Switzerland and Serbia, reflecting a commitment to fostering investment and raising the standards of residential living. In addition, it presents a new milestone in bringing Swiss excel-
lence, innovation, and superior quality on the local market.
Finally, the field of digital transformation and artificial intelligence, along with the activity of SSCC member companies in these areas, continues to strengthen the economic ties between Switzerland and Serbia.
How does SSCC plan to increase its visibility in Switzerland and attract new members not yet present on the Serbian market?
— The information technology sector continues to draw strong interest from Swiss companies, as do the medtech and biotech industries. In line with this, in June this year, SSCC members had the opportunity to attend a working lunch with Adrian Hunn, Director of Swiss Medtech – Switzerland’s leading business association for the medtech sector, representing around 800 companies. The event was organised in collaboration with our partner in Zurich, the Chamber of Commerce Switzerland Central Europe (SEC), with whom we host several events each year in Switzerland to strengthen visibility not only for SSCC, but also for the many attractive business opportunities available in the Serbian market.
Devoted
Partnerships for Life-Changing Innovation
Nikola Stojković, President of Novartis for Serbia and Montenegro, speaks to CorD about the importance of collaboration in healthcare innovation, Novartis’ plans, and Serbia’s potential
t the core of Novartis’ operations lies a commitment to developing innovative solutions in the areas that impose the greatest burden on society – such as cardiovascular diseases, oncology, neurology, immunology and rare diseases. Novartis has one of the most competitive research pipelines in the industry, with therapies that could significantly improve treatment standards across the globe. The combination of advanced technologies and local expertise, Stojković concludes, represents a formula for a sustainable and equitable healthcare system in Serbia.
AStojković underlines that Novartis is not only investing in access to innovative therapies, but also in broader support for the healthcare system. “Healthcare is not an expense, but an investment in a healthy and productive society. That’s why, beyond therapies, we aim to connect science, industry, the medical community and the government in order to improve the overall healthcare environment.”
Following the recent signing of a Memorandum of Understanding with the Government of Serbia within the framework of the BIO4 Campus, Serbia’s place in the development of biomedicine and digital health has become increasingly prominent. “This marks the beginning of a strategic partnership – one not based solely on therapies, but also on knowledge, technology and a shared vision,” says Stojković.
One such example is cardiovascular disease – the leading cause of death in Serbia. “Given that elevated LDL cholesterol is a major risk factor, it is time to move from late response to early detection. That’s why we supported an interventional initiated research project led by the Institute of Molecular Genetics and Genetic Engineering and the Clinic for Endocrinology of the University Clinical Centre of Serbia. The aim was to identify pathogenic mutations in genes involved in LDL metabolism and to establish a genotype-phenotype correla-
Healthcare
saving lives but also easing the burden on the healthcare system.”
In oncology, Novartis is dedicated to improving the treatment pathway for women with breast cancer – from early diagnosis to follow-up. “Together with our partners, we are developing platforms for data collection and therapy personalisation,” Stojković notes.
Technology – particularly artificial intelligence – is central to Novartis’ strategy. “AI does not replace doctors, but it enables them to make faster and more accurate decisions. It helps identify risks, patterns and
doesn’t change overnight. But with a clear vision, strong partnerships and the courage to try something new – we can build a system that is sustainable, predictive and, above all, humane
tion within the Serbian population. The results, published in May this year, represent a major step forward in early diagnostics and cascade screening of familial hypercholesterolemia. The next phase will focus on developing pharmacogenomic approaches for personalised treatment.”
In the field of rare diseases, Novartis supported the introduction of national screening for spinal muscular atrophy (SMA) in Serbia. “Today, babies diagnosed at an early stage begin therapy within the first months of life – not only
tailor treatment – this is the future, and it is already happening.”
Reflecting on Serbia’s potential, Stojković says: “We have world-class experts and BIO4 is a platform that connects them. However, the main goal is to develop solutions right here for our patients and for our healthcare.”
He concludes: “Healthcare doesn’t change overnight. But with a clear vision, strong partnerships and the courage to try something new – we can build a system that is sustainable, predictive and, above all, humane.”
Farming for the Future
Regenerative agriculture is transforming the way we grow, produce and consume food. Nestlé is setting new standards for regional supply chains, proving that business success and responsibility can go hand in hand
For Nestlé, the shift from conventional to regenerative agriculture is not just a business decision but an ethical imperative. As a regional pioneer, the company has invested CHF 1.8 million in projects supporting sustainable practices – from strip-till technology and cover crops to the use of drones, robotics and organic fertilisers. In addition to working towards carbon-neutral opera-
ethical obligation and a long-term business orientation. Since launching our first regenerative agriculture project in Serbia in 2021, we have become a regional pioneer. In partnership with our suppliers, we have developed projects that apply sustainable agrotechnical methods such as strip - till technology, planting cover crops, using organic fertilisers, drones and robotics to reduce CO2 emissions and improve soil structure. We also support suppliers in optimising crop rotation and adapting production to local climate conditions, which is vital for yield stability. Since its launch, Nestlé Serbia has invested CHF 1.8 million in regenerative agriculture programmes for dried vegetables, sunflower oil and soya suppliers.
Equality and inclusion are the foundations of our culture and operations. We believe that only diverse teams, bringing different perspectives, can make innovative and sustainable decisions
tions, Nestlé promotes circular economy principles through food donations worth over 150 million dinars in the past five years, while its Surčin factory stands as a model of sustainable production. In this interview, Country Manager Marjana Davidović discusses the company’s approach to climate challenges, food security and inclusive leadership.
Regenerative agriculture is no longer a trend but a strategic direction. How is Nestlé reshaping local supply chains and supporting your partners?
— Transitioning from conventional to regenerative agriculture is, for us, both an
What are your key initiatives for tackling climate change and food security in the region?
— Regenerative agriculture is a significant part of our path to neutralising greenhouse gas emissions, but our optimisation extends throughout the supply chain. This also includes production, with our Surčin factory serving as a model of sustainability. Since 2019, it has operated on a zero-waste-to-landfill principle, ensuring no production waste ends up in municipal landfills, while its advanced wastewater treatment plant purifies 65,000 litres of water daily, returning it clean to natural recipients.
Food donations to vulnerable groups are not just acts of empathy or corporate responsibility; they are also integral to our circular business approach, helping manage food surpluses and reduce waste. As the world’s largest food producer, we are committed to fighting hunger, donating nearly 30 tonnes of Nestlé products in the first half of this year alone to vulnerable communities, including those affected by wildfires in southern Serbia. Over the past five years, our donations have exceeded 150 million dinars.
How important is gender equality at Nestlé, and what is the role of female leaders in creating a more responsible business environment?
— Equality and inclusion are the foundations of our culture and operations. We believe that only diverse teams, bringing different perspectives, can make innovative and sustainable decisions. I believe that the representation of women in leadership positions should not be a matter of quotas or corporate obligations, but rather a matter of knowledge, commitment, professional integrity and a company’s dedication to developing female leaders. I am proud that Nestlé takes this matter seriously through various initiatives, such as flexible working models, support for balancing professional and personal life, and programmes focused on mental health awareness and inclusion. These efforts are producing results, with women now holding the majority of managerial positions in our region.
Ten Years of Helvetas in Serbia
Fostering local ownership, advancing inclusion, and promoting innovation through long-term partnerships across Serbia
Helvetas is a leading Swiss organisation for development cooperation and humanitarian response, committed to fair opportunities worldwide. Its mission is to help and support vulnerable people and communities in nearly 35 developing and transition countries. Ten years ago, Helvetas opened its office in Belgrade, which later became the seat of the Helvetas Eastern Europe Regional Office. While firmly rooted in Switzerland, the organisation has since built a strong and lasting presence across eleven Eastern European countries.
“Our role is not to deliver ready-made solutions, but to facilitate local transformation,” says Matthias Herr, Director of Helvetas Eastern Europe. “Development is not a linear process. It requires persistence, systems thinking, and a readiness to let go when local actors are ready to lead. Our commitment lies in long-term partnerships that foster resilience, inclusion, and innovation – from local governments to grassroots initiatives.”
This year, Helvetas marks a decade of continuous engagement in Serbia, working closely with national and local stakeholders to promote inclusive and sustainable development.
“We remain committed to contributing to Serbia’s sustainable development through strong partnerships, data-driven interventions, and initiatives that put people and planet first,” Matthias adds.
Over the past ten years, Helvetas Serbia has collaborated with central and local government institutions, civil society organisations, the private sector, and the media.
STRENGTHENING CITIZEN PARTICIPATION IN LOCAL FINANCES
One of the key projects concluding this year is the Accountable Local Finances and Citizen Participation (MED) project. “After three successful phases, funded by the Swiss Government, MED has demonstrated that engaging citizens in decision-making and promoting responsible management of local finances leads to tangible results – improved services, stronger communities, and increased public trust,” says Snežana Mišić Mihajlović, Governance Portfolio Manager at Helvetas Eastern Europe.
With support from the MED project, 44 partner municipalities have generated over €30 million in additional own-source revenues, directly contributing to local development and better services for citizens.
Snežana Mišić Mihajlović, Governance Portfolio Manager at Helvetas Eastern Europe
Matthias Herr, Director of Helvetas Eastern Europe
CREATING OPPORTUNITIES THROUGH INCLUSIVE AND GREEN ECONOMIC DEVELOPMENT
Paulo Rodrigues, RECONOMY Programme Manager, explains that – with support from Sweden and implemented by Helvetas – the programme contributes to inclusive and green economic development in Serbia by fostering employment opportunities for women and young people.
Through strong private sector engagement, initiatives such as the partnership with the Volvo Group and local vocational institutions are helping to advance Serbia’s heavy-duty transport sector. At the same time, Helvetas is supporting the country’s digital transformation. “A standout example is our partnership with the Serbian Games Association, which supports the country’s dynamic game development industry through training, business development, and access to international markets – helping create a new generation of digital entrepreneurs,” Paulo emphasises.
Furthermore, by supporting the digitalisation of the Trans Dinarica Cycle Route regionally, the project combines physical infrastructure with a mobile application offering GPS navigation and local business listings. In Serbia, this initiative aims to boost rural tourism, promote eco - friendly travel, and generate new income opportunities for local communities.
EMPOWERING SERBIA’S CIVIL SOCIETY ORGANISATIONS
Cross-sectoral collaboration is essential to national development. Strengthening ties between civil society organisations and the private sector, while empowering citizens, is key to building a resilient and inclusive Serbia.
“Companies can act independently, but partnerships across sectors yield better quality and greater impact. Activities within such partnerships must be thoughtfully designed, strategically planned, and, most importantly, sustainable. For example, it is commendable when a company plants seedlings, but that activity should involve the local community and perhaps a utility company to maintain the new green areas. The company should also assess its ecological footprint, aligning such efforts with ESG principles,” says Snežana Mišić Mihajlović.
Through the ACT project, supported by Switzerland, Helvetas is working to enhance the sustainability of 30 civil society organisations across Serbia. “Our aim is to help these organisations diversify their funding sources and establish meaningful partnerships with the private sector – not just through fundraising, but also by offering services. We already have examples of good practice,” notes Gorana Radovanović, Team Leader of the For an Active Civil Society Together – ACT project.
She highlights the example of Prostor, an organisation focused on mental health, which collaborates with private companies to deliver employee workshops aimed at improving wellbeing, reducing stress, enhancing work performance, and increasing employees’ contribution to their organisations.
ACT is implemented by Helvetas in partnership with Civic Initiatives and with financial support from the Swiss Government. In addition to funding, partner organisations receive support for organisational development, citizen engagement, and network building.
Gorana Radovanović, Team Leader of the For an Active Civil Society Together – ACT project
IMPACT IN NUMBERS
Over the past five years, the ACT project has provided financial support to 200 civil society organisations across Serbia – 70% of them based outside Belgrade. More than 150,000 citizens have directly benefited from these e orts. Importantly, the project has also contributed to tangible policy change, with 34 local and 11 national-level policy documents adopted – each aiming to improve the everyday lives of people across the country
Paulo Rodrigues, RECONOMY Programme Manager
Powering Global Progress from Serbia
The Serbian branch of the Swiss SR Technics Group recently marked ten years of operations. Through its Belgrade office, the team in Serbia has become an important link in the SR Technics value chain, which includes more than 1,800 employees worldwide
We firmly believe that our greatest asset is our people.
In Serbia, we’ve built a strong and talented team, and we remain deeply committed to identifying, supporting and developing young professionals, says Milena Gajović Shrestha, General Manager, SR Technics Services.
How do you reflect on this first decade and everything you have achieved during that time?
— Celebrating ten years of SR Technics Services in Serbia is both a proud and meaningful milestone for all of us. It is a testament to the dedication, passion and professionalism of our entire team in Belgrade, whose efforts have helped shape the company’s success and longterm presence in the region.
Over the past ten years, we have grown from a small local presence into a strong and capable team that plays an important role in supporting our global operations. What makes me especially proud is the fact that our colleagues in Serbia do not simply keep pace with the rest of the organisation – they actively drive our business forward by contributing engineering, administrative, financial and technical expertise of the highest calibre.
In Serbia, the company employs over 330 highly educated professionals. This clearly demonstrates your strong commitment to identifying and developing young talent?
— Our commitment is reflected not only through structured personal development plans and continuous learning programmes, but also through close cooperation with educational institutions and organisations that empower the next generation.
Our partnership with Beoavia is a great example of this approach. It has been a highly successful collaboration, and we are proud to support young talent and contribute to the development of future professionals in the MRO and aviation industries. Since we have an Engine Engineers department based in Serbia, Beoavia’s projects are directly relevant to SR Technics, and we are pleased to support students and young professionals who have chosen to pursue careers in the aviation sector.
What is the significance of this new operational centre in Zurich, Switzerland?
Over the past two years, the company has undergone a successful transformation, with a renewed strategic focus on engine maintenance
— The expansion to an additional location in Switzerland marks an important step in our growth journey. As we continue to strengthen our position in the aviation MRO industry, this move reflects our commitment to meeting rising demand for both new-generation and main engine services.
The new site in Bad Zurzach, located just 30 minutes from our main base at Zurich Airport, provides the ideal combination of space, proximity to our existing engine shop for seamless integration, and ready-to-use infrastructure.
This expansion not only responds to today’s operational needs, but also positions us to seize future opportunities – ensuring we remain a reliable partner for our customers, while continuing to deliver efficient and high-quality support for their fleets.
You must be very proud to hear that the Serbian team not only keeps pace with the global rhythm but helps drive it forward?
— Globally, SR Technics has positioned itself as the partner of choice for aviation businesses seeking tailor-made, innovative solutions that meet the highest international standards and embody Swiss quality. In the last couple of years, the company has undergone a successful transformation, with a renewed strategic focus on engine maintenance.
Our team in Serbia actively supports this global direction at every step – delivering expertise and operational excellence fully aligned with international standards.
In Anticipation of the Swiss National Day
Can Serbia, even in the boldest dreams of its average citizen, hope one day to become like Switzerland? It is a vast and complex question, but it is one worth asking if we are to create a vision and plan concrete steps towards such a future
As tradition dictates, Switzerland will celebrate its National Day around the world, including in Serbia, at the Residence of the Swiss Ambassador in Belgrade. The event will be attended by business representatives connected to Switzerland, among them Alma Quattro, which has operated in Serbia for 31 years and is owned by Zurichbased APG|SGA, itself marking 125 years of existence this year. A long tradition of business success mirrors the journey of Alma Quattro, which has survived and thrived in an often unpredictable market. Those who endure in such conditions truly write history.
What is it like to do business in Serbia? In one word: “Gazimestanlike”. While the Swiss value punctuality, predictability and consistency – the very foundations of creating a desirable future – in Serbia these values are often missing. Plans rarely unfold as designed, longterm planning is difficult in an unpredictable environment, and consistency often manifests only in our ability to adapt and improvise to the breaking point.
We cannot avoid reflecting on the present moment. We live in unstable times, with weakened institutions, a crisis of values, and deepening economic and social uncertainties. Such circumstances exert constant pressure on business, impacting planning, execution, and forecasting. The dominant strategy
riencing – and how we emerge from it – will shape the foundations of a more democratic, orderly and prosperous Serbia. This is a message to the future.
Can we hope, in our boldest dreams, for a Serbia that preserves its natural wealth – its rivers, forests, water sources and national parks? For a business environment where employers prioritise good practices, employee welfare and community contribution? For an economy where decisions are not dictated by shortterm financial gain, but by conscious, longterm planning, where investors – large or small, domestic or foreign – commit to projects spanning decades, securing stable revenues while protecting local communities?
This is the broader vision we need if we are to develop a strategy and clear steps towards that future. I imagine a Ser-
The crisis we are experiencing – and how we emerge from it – will shape the foundations of a more democratic, orderly and prosperous Serbia. This is a message to the future
in such an environment is often avoidance. In the Serbian context, the very concept of “commitment” barely exists. Why do so few want to take on obligations or make longterm commitments in exchange for better conditions or partnerships? Because there are no reliable mechanisms to guarantee the outcomes of such undertakings.
Explaining the current state of affairs in Serbia to the average Swiss person is no easy task. Yet the crisis we are expe-
bia that is rich in resources, potential and opportunities – a market where every citizen feels at home, with a purpose and a role in building the society we share. With the hope that one day the average Serbian citizen may carry the concerns of an average Swiss one, I extend my warmest congratulations to our friends and business partners on the occasion of the Swiss National Day and wish them many more years of enjoying the beauty of their remarkable country.
Ten Swiss WatchStartups in To 2025.
Switzerland continues to set the pace in science, innovation and entrepreneurship. These ten startups exemplify the country’s growing role as a global tech incubator
Switzerland has long held a reputation as a hub for innovation, academic excellence and cutting-edge technology. With its world-class universities, stable political and economic environment, and access to top-tier investment, the country offers fertile ground for new ventures in artificial intelligence, life sciences, robotics and quantum computing.
In recent years, the Swiss startup ecosystem has expanded significantly, with promising companies emerging in areas such as clean-tech, space technology and next-generation computing. Cities like Zurich, Lausanne and Basel have become magnets for ambitious entrepreneurs, researchers and investors looking to scale bold ideas and build globally relevant solutions.
Below are ten startups shaping Switzerland’s technological future in 2025.
AXMED (BASEL)
Axmed focuses on improving access to essential medicines, particularly in low- and middle-income countries. Its platform connects healthcare providers with prequalified manufacturers, ensuring the availability of affordable, high-quality treatments. Through its global advisory services, the company also supports pharmaceutical firms in developing inclusive market strategies. Founded in 2023, Axmed has secured €6.7 million in funding to expand its global presence.
CELLX BIOSOLUTIONS (ZURICH)
CellX offers sustainable biodegradation technologies for the treatment of chemical waste. Using naturally occurring bacteria, the company’s systems break down pollutants such as PFAS, pharmaceuticals and agrochemicals. CellX also provides biodegradability testing and customised treatment solutions to help industries meet environmental standards. Established in 2024, the startup has raised €2 million.
DPHI SPACE (LAUSANNE)
DPhi Space provides a hosted payload platform that simplifies the deployment of space payloads. Its modular service allows companies to access power, computing and communications for missions without the complexity of CubeSat development. By lowering the entry barrier, DPhi supports broader participation in space research. Founded in 2024, the company has raised €2.4 million to develop its platform.
MIMIC (ZURICH)
Mimic creates AI-powered robots that learn from human motion to perform complex tasks. Designed for human-centric workplaces, the robots are capable of tool handling and task generalisation with minimal calibration. By leveraging large-scale video data, Mimic makes robotic automation more accessible across industries. Established in 2024, the startup has raised €2.7 million.
RHYGAZE (BASEL)
A spin-out from the Institute of Molecular and Clinical Ophthalmology Basel, RhyGaze is developing gene therapy treatments for retinal diseases. Its optogenetic approach introduces new light-sensitive genes into non-functional cone cells, offering hope for vision restoration. With €92.5 million in funding secured in 2024, the company is advancing towards clinical application.
LIGHTIUM (ZURICH)
Lightium develops photonic integrated circuits using its proprietary Thin-Film Lithium Niobate (TFLN) platform. These components support applications in telecoms, quantum computing and AI. The startup’s 200mm wafer manufacturing enables fast prototyping and scalable production. Founded in 2023, Lightium has secured €9.6 million to advance its photonic technology.
NEXTESY (ZURICH)
Nextesy builds AI-driven software to automate business processes including invoicing, payroll and accounting. Its all-in-one platform integrates document management and financial analytics, helping SMEs streamline operations. Founded in 2023, the company has secured €3.5 million to expand its enterprise automation tools.
PREM LABS (LUGANO)
Prem offers a platform for building and deploying custom AI agents without requiring deep technical knowledge. Its technology supports specialised reasoning models and small language models, with options for self-hosted deployment. Aimed at enterprises seeking greater control over AI workflows, Prem has raised €13 million since its founding in 2023.
RIVR (ZURICH)
Formerly Swiss-Mile, RIVR is developing wheeled-legged delivery robots powered by physical AI. These systems are designed for efficient last-mile logistics in urban settings, combining mobility with autonomous learning. With over €24 million in backing, including from Bezos Expeditions, RIVR is currently trialling its robots with global logistics providers.
ZURIQ (ZURICH)
ZuriQ is building a scalable quantum computer based on trapped-ion qubits arranged in a three-dimensional structure. Its system supports parallel operations and industrial-grade chip fabrication, aiming to accelerate breakthroughs in chemistry, logistics and pharmaceuticals. Founded in 2024, ZuriQ has raised €4 million to develop its hardware platform.
From biotech and robotics to AI and quantum computing, these ten startups highlight the breadth and ambition of Switzerland’s innovation ecosystem. With strong institutional support and a global outlook, they are poised to shape the next chapter of European and global tech leadership.
A Partnership ThatShifts the Paradigm
SME HUB, a public private partnership of the Swiss Government and ICT Hub, supports Serbian SMEs with targeted solutions and strategic support. The results confirm that this is more than short-term aid – it’s a model for sustainable development
SME HUB
As talk of reindustrialisation and market resilience grows, initiatives like SME HUB are delivering real impact. Aleksandar Goračinov, director of the SME HUB project, explains how this Swiss-Serbian collaboration is transforming Serbia’s SME landscape. Over 24 companies have already entered strategic transformation, supported by more than just funding – with visible results on the ground.
SME HUB is a public-private partnership between the Swiss Government and ICT HUB. What do the figures tell us? How do you evaluate the results? Have you achieved your aims?
The numbers speak for themselves –more than 24 SMEs across Serbia have launched transformation processes worth CHF 1.6 million through SME HUB. Some projects are ongoing, others recently completed, but we already see improvements in operations: streamlined processes, strengthened capacities, and more concrete cooperation with larger firms.
Our goal isn’t simply to disburse funds, but to provide expert, structured support. These grants aren’t perceived as gifts, but as investments in growth. In this regard, we are meeting our objectives. SME HUB has become a real catalyst for change –not through rhetoric, but through practical work in the field. One key achievement is that many SMEs have, thanks to the initiative, strengthened strategic and financial planning, digitalised process-
SME HUB is not a one-off initiative, it is a strategic partner for sustainable growth
es, professionalised leadership, and improved as suppliers within global value chains. Combined with deeper collaboration with large companies, it’s clear that SME HUB is a long-term partner, not a one-time solution.
Participating companies come from a range of sectors. Does this diversity reflect the initiative’s broader significance for the Serbian economy? Absolutely. From food production to metal, plastic, wood, and textile process-
ing, furniture and cosmetics manufacturing, and even lighting and electronics –SME HUB brings together businesses from diverse fields that face a common challenge: how to grow and stand out in a competitive market.
This variety shows that growth doesn’t depend on the industry, but on mindset. That’s why we define SME HUB as a development partner, not just support. In a time of renewed focus on reindustrialisation, we’re proving that Serbian SMEs have the potential – they just need proper direction and encouragement.
Switzerland is among Serbia’s leading donors. How important is their broadbased support in helping local businesses enter global markets?
The Swiss Agency for Development and Cooperation (SDC) sees support not as giving, but as co-investment in sustainability. Our partnership reflects that –based on trust, flexibility, and a readiness to learn through practice.
Switzerland’s model is unique in combining financial resources with strategic capacity-building. Serbian SMEs feel they are not alone – they have a partner who not only funds but also helps them level up. This brings confidence when facing competition and meeting international standards.
Ambassador Anne Lugon-Moulin has played a crucial role by recognising the importance of empowering SMEs. Her engagement has further reinforced the link between Swiss support and Serbian entrepreneurship. Through SME HUB, Switzerland is not only strengthening bilateral ties – it is directly boosting the competitiveness and resilience of the Serbian economy.
Meeting to form JIC Association
Bridging Skills, Building Futures: Serbia’s Career Guidance Transformation
Serbia’s youth employment landscape is undergoing a strategic transformation through Swiss-Serbian cooperation, which has created the country’s most comprehensive and innovative career guidance network to date. The Education to Employment (E2E) project illustrates how strong partnerships can bridge the skills gap, reaching young people in 11 cities through VR career exploration tools, digital assessments and modern counselling methods — reshaping the way Serbia prepares its future workforce.
Two recent achievements reflect this progress: the national Career Guidance and Counselling (CGC) event in Belgrade and the formation of the Job Info Centre Association. These milestones place young people at the heart of decision-making, creating a user-centred system that supports their professional journeys.
Held on 20th May, the CGC event brought together more than 100 participants from institutions, local governments, civil society, international partners and employers. H.E. Anne Lugon-Mou-
lin, Ambassador of Switzerland to Serbia, emphasised the role of shared ownership: “We are proud to witness the evolution of career guidance in Serbia through new tools, digital technologies and a user-centred approach.”
TECHNOLOGY SERVING HUMAN POTENTIAL
The E2E project has introduced cutting-edge tools through Swiss-Serbian collaboration — such as VR- and AR-based career simulations, digital assessments and online career guidance scheduling systems. These technologies are already enabling young people to make more informed career choices, regardless of their background or location.
Zoran Martinović, Assistant Minister at the Ministry of Labour, remarked: “What makes our cooperation with E2E exceptional is the trust it’s built on, and the sustainable results it delivers.” The project has succeeded in strengthening institutions, not merely delivering short-term activities.
ELEVEN CITIES, ONE CONNECTED NETWORK
The national network of Job Info Centres, now active in 11 cities, offers free, data-driven and personalised career sup-
port to youth. These centres mark a shift from traditional approaches to a dynamic model that integrates real-time labour market data, career diagnostics and practical guidance.
“We are not just delivering a project — we are building a system,” said Oliver Streit, Head of the E2E project.
FROM
PROJECT TO INSTITUTION: ENSURING LONG-TERM IMPACT
In June, representatives from 12 local partners gathered to establish the Job Info Centre Association — defining its legal and strategic framework and electing the first Board of Directors. Although registration is still pending, this represents a pivotal step towards institutionalising Serbia’s career guidance ecosystem.
This new Association will ensure the continuity of the high-quality services developed under E2E.
A MODEL FOR REGIONAL DEVELOPMENT
Serbia’s experience demonstrates how strategic partnerships, local expertise and smart technology can deliver scalable solutions that meet people’s needs and strengthen institutions.
As the Job Info Centres expand and the Association takes shape, E2E stands as proof that investing in systems — not just projects — lays the foundation for long-term success.
Swiss Ambassador H.E.Anne Lugon-Moulin
Oliver Streit, Head of the E2E project
Setting New Standards
The Schindler Group is a leading manufacturer and supplier of elevators, escalators and moving walks. As a service-oriented company, they are entirely focused on the client, their needs and requirements
WWe have built a reputation as a reliable partner on the market, ready to respond to the most demanding needs of clients and the market, while respecting all legal and industry standards. Our extensive portfolio of references and core projects unequivocally demonstrate this, says Tanja Milovanović.
From day one, you have been pushing boundaries, with a focus on safety, comfort, efficiency and Swiss reliability?
— Yes, since its founding in Lucerne, Switzerland in 1874, the Schindler Group has continuously pushed boundaries in the vertical transportation industry, with a clear focus on safety, comfort, efficiency and Swiss reliability. Our innovative approach and constant technological improvement enable us to provide solutions that not only meet the highest standards, but also set new ones. The safety of our users is always the top priority, and reliability and efficiency form the foundation of our
You insist on Swiss quality in product design, delivery and maintenance, on modernisation and consistent adherence to the highest Group standards, laws and regulations… A good enough reason for Schindler to be the first choice?
— Swiss standards are synonymous with precision, reliability and innovation, and we strive to reflect them as effectively and consistently as possible in every aspect of our business, within the
Continuous modernisation and consistent adherence to the highest Group standards, regulations and quality controls ensure that our products and services are always at the highest level
long-term success and our reputation as one of the world’s leading manufacturers and suppliers of this type of equipment. We are committed to excellence, safety and qualitie that distinguish us and establish our leadership in the local market.
context we geographically belong to. We believe that insisting on Swiss quality in product design, engineering, installation and maintenance is essential to building trust and long-term cooperation with clients.
In addition, continuous modernisation and consistent adherence to the highest Group standards, regulations and quality control ensure that our products and services are always at the highest level, directly contributing to customer satisfaction and the protection of their interests.
The combination of these parameters, combined with a team of professionals with nearly twenty years of experience in Serbia’s construction sector, makes Schindler the first choice. As a result, we have established a reputation as a dependable partner in the market, capable of meeting the most demanding client and market requirements while adhering to all legal and industry standards. Our portfolio of references and notable projects reflects this—from small residential buildings throughout Serbia to cutting-edge commercial and business developments. Schindler d.o.o. Belgrade is dedicated to serving its clients, including architects, designers, consultants, investors, and end users.
Our innovative approach and continuous technological improvement enable us to deliver solutions that not only meet the highest standards, but also set new ones
All your creative, innovative and technologically advanced solutions have been developed precisely in response to client needs? And your plans are made accordingly?
— In our company, the client is at the centre of everything we do. We believe that understanding and meeting client needs is the key to success, which is why we invest daily in the development of creative, innovative and technologically advanced solutions that directly address their requirements.
Our plans and strategies are shaped based on detailed insights into client needs, which enables us to provide services and products that are not only innovative, but also relevant and useful to them. This approach allows us to remain
flexible, adaptable and always one step ahead, so that we can continuously create new quality and value in the segment we operate in.
You can be proud of your continuous investment in smart product networks and digital processes. With these new investments, you are laying the foundation for unlocking the full potential of AI wherever you operate – including in Serbia?
— We can say with certainty that prioritizing investments in smart product networks and digital processes is a core focus for us. These ongoing Investments allow us to strengthen our infrastructure and boost efficiency, while also establishing a solid groundwork for the in-
tegration of advanced technologies like artificial intelligence..
Some of our most innovative packages include: Schindler PORT 4D, Schindler Ahead Digital Media Services, Modular Elevators, Schindler Clean-Mobility Solutions, etc.
We believe that AI will play an important role in our industry and will enable us to deliver even more innovative solutions, improve the user experience and increase our competitiveness in the market. Our goal is to harness the full potential of this technology and to become a leader in digital transformation – not only in Serbia, but across the region. We look forward to continuing this path of success with new, exciting and challenging projects.
Rajiceva Shopping Center
AI Must Be Regulated by Law
The eminent legal directory The Legal 500 recognises Djokić + Partners as one of the leading firms in the field of intellectual property law — a reputation of particular relevance in today’s digital economy
We closely monitor how emerging technologies are reshaping the intellectual property landscape, and we believe that legal advice must evolve in tandem with the technologies it supports, says Milica Aranđelović, Partner at Djokić + Partners, emphasising that their role is to provide clients with secure legal protection and long-term value for their ideas,whether human-made or AI-generated.
How are modern technologies, particularly artificial intelligence, transforming the perception and protection of intellectual property in the business environment?
In today’s digital economy, intellectual property, at least in part, can no longer be viewed as a static legal category. It has become a dynamic asset, one that constantly evolves thanks to technol-
are no longer solely the product of the human mind?
To these questions, legislators have yet to provide clear answers.
Today, AI can generate music, visual art, design concepts, software code, and
To stay competitive, companies must view intellectual property not merely as a legal safeguard but as a strategic asset
ogy. The rise of artificial intelligence and innovation has raised fundamental questions: Who owns the rights to computer-generated content? Can existing IP legal frameworks adequately address the challenges of this new mode of creation? And how can companies protect intangible assets that
even industrial inventions. However, authorship in legal terms remains tied to human creativity, originality, and authorship. This puts companies increasingly reliant on AI tools in a difficult position. Ownership, authorship and licensing of AI-generated content remain legal „grey zones”.
How can companies proactively protect digital assets in the context of rapid technological change?
The value of digital innovation is rising sharply and demands ever-evolving protection strategies. In some countries, digitalisation has enabled new ways of securing intellectual property. Technologies such as blockchain can track and verify authorship and usage in real time, while smart contracts offer automated rights management.
Yet, these tools are only effective when backed by strong IP strategies and clearly defined legal frameworks — which, in Serbia, are still in development.
Recognising the urgency of regulating AI, Serbia adopted a new Strategy for the Development of Artificial Intelligence for the period 2025–2030. This Strategy notably addresses the need to regulate copyright and other forms of intellectual property protection.
How can law firms help companies turn intellectual property into a competitive advantage?
To stay competitive, companies must view intellectual property not merely as a legal safeguard but as a strategic asset. Those who identify and protect the value of their digital solutions from the outset are far better positioned to compete in an environment where innovation is fast-paced and increasingly AI-driven.Law firms can play a key role in this process, through legal advisory, identifying valuable intangible assets, developing protection strategies and adapting clients to new regulatory frameworks, both in domestic and international markets.
Swiss Expertise, Local Impact
The Swiss-Serbian Chamber of Commerce is entering a new phase of development, strengthening its member network and institutional dialogue both in Serbia and in Switzerland. In focus on innovation, ESG standards and artificial intelligence reinforces the strategic importance of the Chamber for the business community
We spoke with Ana Grujović, Executive Director of the Swiss-Serbian Chamber of Commerce, about the organisation’s plans for its second decade of operation. The conversation covered the expansion of SSCC membership, support for digital and ESG transformation, and deeper integration into regional and European business trends. We also explored female leadership, the upcoming CEE Day in Zurich, and the Chamber’s role in linking Serbia with Switzerland’s innovation ecosystem.
The SSCC is entering its second decade. How do you plan to continue building the Chamber’s capacities in a way that further strengthens its institutional influence on the business environment?
— The Swiss-Serbian Chamber of Commerce marked its tenth anniversary last year, having been established in 2014. In 2025, we intensified our efforts to further develop the Chamber’s capacity by expanding our membership base. We are pleased to note that our new members already include Swiss companies such as Wyss&Lilla and Vonroll Hydro, as well as leading banks like Unicredit, AIK Bank and OTP Bank, among others.
In terms of institutional impact, the SSCC places special emphasis on professional development seminars and business improvement opportunities for member companies. These include business breakfasts on topics such as workplace injury prevention and webinars on cyber security. I would particularly highlight a seminar we held in March this year in cooperation with the Development Agency of Serbia and the Development Fund, aimed at presenting the available support programmes that offer non-refundable grants to boost productivity, competitiveness and exports. Incentives for reinvestment by companies already operating in Serbia were also presented,
along with concrete support mechanisms for the sustainable growth of the SME sector.
Will SSCC members have the opportunity to participate in events in Switzerland in the second half of the year?
— Yes. We are planning to hold the “CEE Day 2025” event in Zurich in mid-September, organised in collaboration with our institutional partner in Switzerland, the Chamber of Commerce Switzerland Central Europe (SEC). This event is designed to increase the visibility of business opportunities in the Serbian market among Swiss companies. An SSCC representative will take part in a panel discussion on the business environment in the region, including Serbia. We have already received confirmations from speakers representing UBS, Novartis and others. Following the official programme, B2B meetings will be organised with Swiss companies interested in the Serbian market, giving them an opportunity to obtain upto-date and in-depth information on the benefits and challenges of doing business in Serbia.
How do you assess Serbia’s potential to become a regional hub for innovation and digital solutions, particularly in the context of Swiss-Serbian cooperation?
— Switzerland continues to lead globally in the field of innovation. As of 1st July this year, Switzerland – through its innovation agency Innosuisse – has assumed the presidency of EUREKA, the world’s largest innovation network, for a oneyear term. Innovation is vital to further developing Swiss-Serbian cooperation and can significantly strengthen Serbia’s potential to become a regional centre in this field.
Many SSCC members not only operate in Serbia but are also active throughout the wider region. I was pleased to speak at the launch of the new magazine The Region, which highlights the importance of regional markets for the continued development of innovative business activities carried out by companies operating in Serbia, including SSCC members. Artificial intelligence is emerging as a key tool of the future, and its advancement and responsible application are among SSCC’s priorities this year. One example is the recent seminar we organised together with our member Mokrogorska School of Management, focusing on the use of AI tools to improve traditional HR functions and processes. The topic proved very relevant and the seminar received excellent feedback from members, especially due to the practical solutions presented.
That said, navigating the ethical challenges associated with AI – such as data protection, pri-
vacy and the need for clear and transparent regulation – is essential for its further development and responsible application. For Serbia to position itself as a regional innovation leader, it is vital to continue strengthening the start-up ecosystem, encouraging closer cooperation between academia and industry, and increasing investment in scientific research and development.
The Chamber is already recognised for its inclusiveness and gender balance. Do you plan to further develop initiatives aimed at promoting female leadership among your members?
INNOVATION
Innovation is vital to further developing Swiss-Serbian cooperation
THE REGION
I was pleased to speak at the launch of the new magazine
The Region, which highlights the importance of regional markets
STARTUPS
For Serbia to position itself as a regional innovation leader, it is vital to continue strengthening the start-up ecosystem
— The Swiss-Serbian Chamber of Commerce is now chaired by a woman for the second time. Our first female president was Yana Mikhailova, then Regional Director of Nestlé South-East Europe. Since 2024, our President has been Ana Govedarica, GM, Roche Serbia and Montenegro. Many SSCC member-companies are led by experienced female leaders, such as Ringier Serbia, SR Technics, Almaquattro, and other. We are also particularly pleased that, for the first time, the Swiss Embassy in Belgrade is led by a woman – H.E. Swiss Ambassador Anne Lugon-Moulin – with whom we have developed a highly constructive and dynamic relationship that greatly contributes to the Chamber’s growth.
How are new European regulations and ESG standards reshaping the priorities of SSCC member companies, and how is the Chamber helping them align with these requirements?
— In November 2024, amendments to the Energy Law were adopted, aligning Serbia’s regulatory framework with EU standards while promoting a transition towards renewable energy. Owing to strong interest among SSCC member companies in this area, we held the second “Green Energy Transition” conference in June, in cooperation with the Chamber of Commerce and Industry of Serbia and our colleagues from the Belgian, Greek and Croatian bilateral business associations.
Alongside the Energy Law, the conference addressed the main challenges facing Serbian companies that export CBAM goods to the EU. During the panel discussion – which featured an SSCC member company, AXPO d.o.o. Beograd with head office in Baden, Switzerland – innovative ways to enhance the sustainability of the Serbian economy were presented. At the same time, the needs of SMEs were highlighted, particularly in terms of workforce training, access to adequate funding for sustainable business transformation, and the need for further strengthening the dialogue between the state and the private sector.
Switzerland on Top of the
World
The Swiss tourism sector recorded its highest-ever number of overnight stays in 2024, led by a sharp increase in visitors from North America and a steady return of travellers from Asia and Europe. Cities like Zurich and Geneva are once again thriving, while alpine and urban destinations alike show signs of a lasting tourism revival.
Switzerland’s tourism sector reached a historic peak in 2024, registering 42.8 million overnight stays—a 2.6% increase compared to the previous year. This remarkable achievement underscores the country’s growing stature as a top-tier global destination, eclipsing all previous records.
Latest figures confirm the vital role of international travellers, with foreign overnight stays rising by 5.1% to reach 22 million—Switzerland’s highest total in more than fifty years. Among these, visitors from North America stood out as key drivers of demand, providing a significant boost to the country’s hospitality industry.
December marked an exceptional month, with foreign overnight stays surging by 10.7%, while de-
mand throughout the year remained strong overall. Only two months—April and September—registered marginal declines, reaffirming the resilience of Swiss tourism.
Switzerland’s tourism sector reached a historic peak in 2024, registering 42.8 million overnight stays—a 2.6% increase compared to the previous year. This remarkable achievement underscores the country’s growing stature as a top-tier global destination, eclipsing all previous records
ASIA’S RETURN, EUROPE’S STEADY CLIMB
While North American visitors led the recovery, Switzerland also recorded notable growth from Asia, particularly from key source markets
across the region. Although Asian arrivals have not yet reached pre-pandemic levels, the current upward trend suggests a steady and sustainable comeback.
European travellers, meanwhile, contributed 12.2 million overnight stays—reflecting stable demand and a gradual return to pre-2020 patterns. Several individual markets posted visible gains, maintaining Switzerland’s appeal as one of Europe’s most desirable destinations.
URBAN DESTINATIONS REGAIN MOMENTUM
Of Switzerland’s 13 major tourism regions, nine recorded growth in 2024, with Zurich and Geneva posting the most significant increases. These dynamic cities attracted a strong mix of leisure and business travellers, alongside major international events that lifted hotel occupancy.
Nationwide, the room occupancy rate reached 55.1%, approaching the record set in 2019. Notable gains were also recorded in Basel and Central Switzerland, pointing to broad-based appeal beyond traditional alpine hotspots.
LOOKING AHEAD WITH CONFIDENCE
Swiss tourism is enjoying a golden moment. With record-setting visitor numbers, a resilient hospitality sector, and growing demand for nature, wellness, and winter sport experiences, the industry is poised for further growth.
The outlook for 2025 remains bright. As international travel continues its rebound and long-
Swiss tourism is enjoying a golden moment. With record-setting visitor numbers, a resilient hospitality sector, and growing demand for nature, wellness, and winter sport experiences, the industry is poised for further growth
haul markets show renewed enthusiasm, Switzerland appears well positioned to deliver another year of exceptional performance. Whether this will translate into a new all-time record remains to be seen—but the trajectory is clearly upward.
Sounds Alps Heart of of the in the Belgrade
On 25th April 2025, the Atrium of the National Museum in Belgrade hosted Symphony of the Alps, a unique concert blending Swiss musical heritage with a Serbian audience. Organised with the support of the Embassy of Switzerland, the Swiss Arts Council and the Rossi Fest Foundation, the evening featured renowned alphorn soloist Ana Stanković, who brought the evocative sound of the Swiss Alps to Belgrade.
Ana’s performance on the alphorn, one of the most iconic symbols of Swiss musical heritage, bridged natural soundscapes with human emotion, evoking alpine folklore within a contemporary concert setting
Born in Belgrade and now based in Germany, Stanković has become one of Europe’s leading interpreters of the alphorn, performing internationally with various orchestras and ensembles. In this concert, she performed alongside the Jewish Chamber Orchestra and the Braća Baruh Choir under maestro Stefan Zekić, presenting works by Swiss and European composers, as well as traditional Swiss songs arranged for choir and alphorn.
Beyond its artistic calibre, the concert stood as a powerful act of cultural diplomacy, symbolising dialogue and collaboration between Serbia and Switzerland. Thanks to the support of the Swiss partners, the event was open to the public, offering Belgrade an unforgettable encounter with the breath of the Alps in a celebration of shared heritage and artistic openness.
Business Dialogue
ARTICLE
The Summer Code of Connection
In the summer, networking transforms from a task into an opportunity – an art of connecting with purpose in a more relaxed setting
Summer offers more than just a break from the usual business pace – it provides a unique stage for refining one of the most essential professional skills: networking. In a season when schedules loosen and conversations flow more easily, professionals can use this time to strengthen existing relationships and create new ones, blending personal warmth with business intent.
This lighter rhythm creates room for meaningful interactions, whether during casual coffee meetings on shaded terraces, at cultural festivals, or while attending industry events by the sea. Such settings often strip away formality, allowing people to show a more authentic side of themselves. Yet this informality should not dilute professionalism – in fact, summer calls for a refined balance of ease and business focus. Knowing how to introduce yourself clearly, showing genuine curiosity, and following up after initial meetings remain fundamental.
True networking is less about collecting business cards and more about leaving a lasting, positive im-
pression. It requires preparation, attentiveness, and a willingness to offer value without expecting immediate returns. A thoughtful follow-up message, a brief note of thanks, or sharing an insightful article can keep conversations alive well beyond the initial encounter.
Digital platforms also play a key role during this period. With many professionals travelling or working remotely, LinkedIn and other forums serve as vital spaces to maintain visibility and engage in discussions. Blending in-person and online efforts ensures a steady presence throughout the quieter summer months.
Ultimately, networking in summer is an exercise in quality over quantity. It is about investing time in conversations that matter, nurturing relationships built on mutual respect, and approaching each connection with authenticity. In doing so, professionals can turn these sunlit months into a season of growth, positioning themselves for success when the business world speeds up again in the autumn.
Success Endures as Mobility Evolves
Aleksandra Đurđević Vice President, Delta Holding; CEO, Delta Auto Group
Delta Auto Group has, for the seventh consecutive year, received the BMW President’s Award. This accolade is presented to the best partners worldwide across various performance parameters, speaking volumes about the company led by our interviewee
Iam proud of the fact that our team’s goal is not merely to sell cars, but that we have maintained our focus on service quality and on making a difference by introducing innovation into every segment, says Aleksandra Đurđević, CEO of Delta Auto Group, adding that this enables them to remain leaders and provides the strength to adapt to the ever-changing rules of the market.
Year after year you achieve stronger business results and sales growth. What is the key to this success?
— Our results likely reflect the rising demand for our product category and the strength of our brands, but that is only part of the story. Success is indeed the consequence of the strategic decisions we have made over the past years. The team behind Delta Auto Group constantly monitors trends and market movements, while one of the greatest advantages often lies in the ability to find adequate responses to unforeseen circumstances. The automotive industry is undergoing the greatest transformation in its history: from electrification and digitalisation to changing the way people perceive mobility. In such an environment, you cannot rely solely on a plan – you must make swift yet well-considered decisions. That we are on the right track is confirmed by the results in the first half of this year: Delta Automoto recorded sales growth of
over 20%, Delta Motors 15%, while Delta Rent Services grew by as much as 44%.
Your strong results are also evident in the premium segment. Does BMW still hold the leading position? Which models and brands are the most sought-after and best-selling?
— BMW continues to strongly lead the premium segment. That has been the case in previous years and has been reaffirmed in the first half of this year. As for other brands, MINI has seen a remarkable surge, with sales increasing by 76% in the Serbi-
an and Montenegrin markets, and motorcycles are also performing well. Honda has achieved a 30% increase in sales compared to the first half of the year, while BMW Motorrad recorded growth of 14%.
In addition to the premium segment, Delta Auto Group holds a contract for the distribution and servicing of Farizon vehicles. Why are they in such high demand globally?
— At the end of last year, our portfolio expanded with the Farizon brand, backed by Geely, the second-largest automotive group in China. Farizon provides solutions for various types of business, specifically for the last-mile delivery segment. The demand for last-mile delivery services is growing. Companies, in turn, seek high-quality solutions that also contribute to cost savings, and Farizon excellently combines cost efficiency with quality. Electrifying a fleet has proven to be a smart business decision, primarily due to reduced maintenance and fuel costs. Compared to traditional delivery vehicles, operating costs are up to three times lower, and over five years, savings of up to €25,000 are possible, depending on mileage. Additionally, Farizon benefits from Geely’s entire infrastructure – from battery development to the latest safety systems – which has been validated by international accolades. In the domestic context, another advantage is that such vehicles are increasingly accessible thanks to government subsidies. In this sense, electrification means sustainability and safety, but also economic profitability.
Business Dialogue
LOCAL NEWS
ICT Exports Jump 14% in Five Months in Serbia
“I am proud that OTP is recognised speci cally in the categories of ESG and digital banking”
Predrag Mihajlović President of the Executive Board of OTP Bank Serbia
Serbia Stakes Its Claim in China’s Tech-Driven Supply Chains
Serbia’s ICT (information and communication technologies) exports reached €1.8 billion in the first five months of 2025, which officials said marked a 14% increase compared to the same period last year. According to a statement from the Office for IT and eGovernment, this growth reflected the country’s continued momentum in the digital sector. The office also reported a trade surplus of €1.4 billion in the ICT field, describing it as a sign of Serbia’s strengthening position as a net exporter of digital services.
Serbia is making a bold pitch for deeper economic integration with China and the global marketplace at the 3rd China International Supply Chain Expo in Beijing. With 12 leading companies spanning AI, logistics, cybersecurity, and battery tech, Serbia’s national pavilion—backed by its Chamber of Commerce and Development Agency—is signaling serious ambition. President of the Serbian Chamber of Commerce, Marko Čadež, met top Chinese trade officials and announced high-level talks with tech giants like Alibaba and Nvidia.
Rai eisen Invest Breaks Barrier with Over €1 Billion Under Management
Raiffeisen Invest has become the first fund management company in Serbia to exceed €1 billion in assets under management — a milestone that reflects both strategic vision and growing public trust in investment funds. The company’s flagship Raiffeisen Euro Cash is now the largest fund in the country, holding over €700 million. With leadership in ESG and alternative funds, Raiffeisen Invest is also preparing to launch a new fund focused on dollar-denominated assets.
“Ascend 2030 marks the next level in sustainable business and development”
Darko Lukić CEO of NELT
Nelt Group Launches ‘Ascend 2030’ Strategy
Nelt Group has unveiled a bold new five-year strategic plan titled Ascend 2030, committing over €400 million in investments aimed at infrastructure upgrades, digital transformation, organizational development, and market acquisitions. The initiative follows the successful conclusion of the company’s previous growth cycle, Accelerate 2025.The strategy was presented by Nelt’s Executive Board before 250 managers at the Hilton Hotel, with CEO Darko Lukić outlining the company’s ambitions to further solidify its leadership in distribution, expand its brand portfolio, and enhance logistics capacities.
Serbia’s Aviation Authority Donates Millions to Boost Airport Security
Serbia’s Civil Aviation Directorate has donated 11 million dinars to the state-owned company Airports of Serbia, which operates the Niš airport. The funds will go toward purchasing a high-resolution mobile X-ray scanner designed to inspect unattended luggage, as well as a simulator for training security screening staff. According to the Directorate, the donation follows a formal request by Airports of Serbia and has already been approved within the agency’s 2025 financial plan, backed by the Serbian government.
OTP Group and OTP Serbia Win Euromoney Awards
OTP Group has been awarded the Euromoney Award for Excellence 2025, traditionally presented to financial institutions that deliver the highest level of service, innovation, and expertise to clients, across 16 categories. In addition to receiving the regional title of “Best Bank for Clients in Central and Eastern Europe,” OTP Bank Serbia earned recognition in two categories: “Best Bank for ESG in Serbia” and “Best Digital Bank in Serbia.”
Logistics Strategies
Logistics Strategic Lever as a
In today’s economy, logistics is no longer a silent enabler but a decisive factor of competitiveness. From digital supply chains to green corridors, the sector is redefining how businesses create value, how markets remain resilient, and how countries position themselves in the global flow of goods and ideas
This issue of Logistic Strategies explores logistics as a strategic lever for growth. We look at how companies invest in infrastructure, automation and digital solutions to strengthen supply chains, while policymakers address the urgent need for harmonised regulations and sustainable practices. By examining international case studies and highlighting regional leaders, we reveal how logistics is transforming from a cost centre into a driver of innovation and economic progress. Serbia, at the crossroads of key European corridors, is uniquely positioned to benefit from these changes. As new trade routes open and intermodal transport gains momentum, the country has an opportunity to become more than a transit zone: it can emerge as a regional logistics hub that supports sustainable growth and attracts long-term investment.
Our contributors—industry leaders —bring a multi-layered perspective on the challenges and opportunities ahead. They share insights on topics such as warehouse automation, port modernisation, and the role of artificial intelligence in forecasting and risk management. We also look at how logistics companies are creating a new balance between efficiency, environmental responsibility and social impact.
In a volatile global environment, logistics is the invisible thread holding economies together. For businesses and governments alike, treating logistics as a strategic priority is no longer optional—it is the key to resilience, growth and relevance in the decades ahead.
Nelt at the Chinese CISCE 2025 Fair
At the CISCE 2025 Fair, Nelt presented its Ascend 2030 strategy, focused on investments in infrastructure, digitalisation and the green agenda. Meetings with leading logistics systems in China opened the door to new strategic partnerships and the sustainable growth of operations
The 3rd China International Supply Chain Expo (CISCE) was held from 16th to 20th July in Beijing. Among the Serbian participants was Nelt, one of the most successful business systems in the FMCG and supply chain industries in Southeast Europe.
Representing Nelt at this fair were Vuk Mijanović, Business Development Director Logistics, and Ivan Milićević, Head of the Intermodal Transport Business Unit, who had the opportunity to meet with officials from key Chinese institutions and representatives of the world’s largest companies participating in supply chains.
“Our new Ascend 2030 strategy involves significant investments in logistics infrastructure, automation, digital solutions and the green agenda. We wanted to present our plans, services and solutions, and connect with potential strategic partners. Among nearly 500 exhibitors were companies from service logistics, agriculture, advanced manufacturing, digital technologies, smart vehicles and green energy,” said Vuk Mijanović, adding:
“With the support of colleagues from the Serbian Chamber of Commerce, we held over 30 B2B meetings and agreed on next steps with some of China’s largest logistics systems. Collaboration with such companies gives us the opportunity to learn and develop our operations sustainably,” Vuk concluded.
He also took part in the opening ceremony of the conference organised by the China Chamber of International Commerce and CCPIT Chongqing Committee, as well as in a panel discussion titled Building a Green Corridor for a Low-Carbon Future.
On the first day of the fair, the Serbian pavilion was visited by Ren Hongbin, Presi-
Vuk Mijanović took part in the opening ceremony of the conference organised by the China Chamber of International Commerce and CCPIT Chongqing Committee, as well as in a panel discussion titled Building a Green Corridor for a Low-Carbon Future
dent of the China Council for the Promotion of International Trade (CCPIT). The meeting was led by Marko Čadež, President of the Serbian Chamber of Commerce, and attended by representatives of five Serbian companies, including Nelt. The discussions focused on enhancing cooperation and supporting the positioning of Serbian companies in the Chinese market, the benefits of trade agreements between the two countries, and accelerating administrative procedures for importing Serbian products into China.
“We had the opportunity to see innovations across all areas of the supply chain, but the development of intermodal transport in China impressed me most. We held B2B meetings with the largest global and Chinese ports and rail operators, such as Shandong Port, CRItermodal, China United International Rail Containers, Shandong High-speed Logistics Group and many others. We were presented with solutions for the full automation of ports and container terminals powered by AI and advanced technologies,” said Ivan Milićević, adding:
“We also met with China’s largest shipping companies, whose European representatives already work with us at our intermodal terminals. We have ambitious plans for the further development of this area within Nelt, and these contacts are extremely valuable to us. Considering Nelt’s entire infrastructure and comprehensive supply chain solutions, we believe we have much to offer potential partners from China,” Ivan concluded.
The joint participation of 12 Serbian companies, including Nelt Group, within the Serbia national pavilion, was organised by the Serbian Chamber of Commerce and the Development Agency of Serbia.
Technology as the Cornerstone of Sustainable Growth
Andrijana Đorđević General Manager, Centrosinergija
Centrosinergija, one of Serbia’s leading logistics companies, is swiftly rede ning its operations in line with global trends. Rather than simply following the market, the company is actively reshaping it – through strategic investments in eco-friendly vehicles, digital infrastructure and process automation
We spoke with Andrijana Đorđević, General Manager of Centrosinergija, about the technological solutions that are enhancing operational efficiency, encouraging innovation within the team, and paving the way towards more sustainable business practices.
You are recognised as an innovative company. How do you cultivate a culture of innovation internally?
— A culture of innovation depends not only on investment in technology, but first and foremost on investment in people. We encourage initiative at all levels and create an environment in which employees are free to propose ideas that truly change the way we work. Once the team sees their ideas implemented in practice, innovation becomes part of daily reality.
What does Centrosinergija’s development strategy look like in light of new technological trends?
— Our strategy rests on three key pillars: sustainability, digitalisation, and operational efficiency. We are no longer focused solely on fleet size and warehouse capacity, but on our ability to apply technology wisely. We are developing an alternative-fuel fleet, implementing advanced software for routing and analytics, and investing in teams who know how to use these tools.
We encourage initiative at all levels and create an environment in which employees are free to propose ideas that truly change the way we work
We are currently working to align with regulatory requirements related to the traceability of tobacco products, which includes implementing a new generation of conveyor and scanner systems. The next phase is full automation and robotisation of sorting, control, and dispatch processes, which will significantly improve warehouse management. By applying state-of-the-art technologies and software, our aim is to fully automate logistics processes, thereby achieving maximum accuracy, speed and service efficiency.
Centrosinergija operates the largest CNG-powered fleet in Serbia, and you are also moving towards electric vehicles. What has been your experience so far?
— We are proud that 50% of our fleet runs on methane – the maximum achievable within the current infrastructure. With reduced emissions and lower costs, it’s a step towards greener operations. We have recently introduced our first electric vehicles – we are currently testing several models, with our dispatchers and drivers also included in the assessment. We expect the share of EVs in our fleet to increase in line with infrastructure development.
How does software-based routing improve both efficiency and environmental performance?
— By implementing the Roadnet routing software, we have significantly reduced the projected mileage of our delivery vehicles, as well as the gap between planned and actual mileage. We have increased delivery accuracy and reduced CO2 emissions. Route planning now takes just a few minutes, and the analytics allow us to continuously optimise.
Where do you see Centrosinergija in five years’ time?
— As the most technologically advanced logistics company in the region – with a fleet largely powered by alternative fuels, fully digitalised processes, and a team capable of responding swiftly to market demands. Our commitment to quality, sustainability and innovation remains the foundation of our future growth.
Business Dialogue
“The Japanese principle of long-term thinking is mirrored in our commitment to regional healthcare”
Viktorija Zadro-Huml General Manager at Takeda in Croatia, Slovenia, and BiH
Slovenia and Serbia
Forge Alliance for Global Market Expansion
Slovenia and Serbia are joining forces to support their businesses in accessing international markets. At Slovenian-Serbian Business Forum in Ljubljana, more than 100 representatives from companies, institutions, and support organisations came together to explore joint strategies for entering third markets. The event, hosted by SPIRIT Slovenia and the Serbian Chamber of Commerce, featured in-depth discussions on practical support mechanisms for enterprises and the shared hurdles they face abroad.
Montenegro to Sell Its Last State-Owned Vessels
Montenegro’s state-owned shipping company Crnogorska plovidba is preparing to sell its only two vessels, the Kotor and 21. maj, marking what could be the final chapter for the once-ambitious maritime venture. The decision, formally ratified at the shareholders’ assembly, enacts the government’s plan to offload the ships following value assessments, likely ending their service under the Montenegrin flag.
Pan-pek and Inter Europol Unite
Croatian industry leader Pan-pek has become part of Poland’s Inter Europol Group, signalling a strategic expansion drive across Southern Europe. While financial details remain undisclosed, the acquisition marks the transfer of full ownership from private equity firm Enterprise Investors, concluding a chapter of growth that saw Pan-pek expand exports to Italy and the US.
“Our boutique approach doesn’t mean doing less – it means doing things more deliberately”
Vanja Mugoša Managing Partner at JMV
Luka Koper Launches €153m Expansion
Luka Koper, Slovenia’s only commercial port and a key northern Adriatic hub, has kicked off a €153 million expansion of its Pristanišče 1 terminal in a move aimed at securing its position as the region’s top container gateway. The project—set for completion by 2027—adds 326 metres of quay, two new berths, and seven hectares of logistics space. With 1,750 piles being driven into the seabed and dredging already complete, the port is preparing for a significant capacity boost to 1.8 million TEU annually.
Germany Bets €1.5 Billion on a Green Future for the WB
Germany is set to invest €1.5 billion by 2030 in the Western Balkans‘ green transition, according to plans revealed by GIZ, the German development agency. At a regional summit held in Skopje, co-organised by ERI SEE and GIZ, speakers emphasised that the green shift cannot rely on infrastructure alone—it must be fuelled by education and skills. Ilgin Warneke of GIZ was reported to have said that the focus would be on capacity building, modernising education systems, and investing in upskilling.
Croatian Vegeta Crowned Germany’s Top Spice Brand
Croatian seasoning icon Vegeta has been named Top-Marke 2025 in Germany—Europe’s most competitive consumer market. The award, granted by Lebensmittel Zeitung and based on rigorous consumer data from over 30,000 German households, places Vegeta at the top of the spice category, ahead of more than 5,000 brands. Created in 1959 in the Podravka labs by professor Zlata Bartl’s team, the blend of salt, spices, and dried vegetables has become a staple in kitchens across 60+ countries.
“Pro tability comes from productivity, e ciency, management, austerity, and the way to manage the business”
Carlos Slim Mexican entrepreneur
BYD Delays Hungarian EV Production
Chinese electric vehicle manufacturer BYD has delayed mass production at its new €4 billion plant in Hungary, now expected to run at limited capacity until 2026. Instead, it is ramping up operations in Turkey, where its Manisa facility will become the company’s primary European hub. The shift is attributed to cost factors and regulatory dynamics within the EU. BYD’s expansion strategy remains focused on growing its footprint in Europe despite trade challenges.
Sano Acquires Vicebio to Expand Respiratory Vaccine Pipeline
French pharmaceutical company Sanofi has acquired UKbased biotech firm Vicebio Ltd to strengthen its portfolio of respiratory syncytial virus (RSV) and human metapneumovirus (hMPV) vaccines. The deal includes Vicebio’s Molecular Clamp technology, which allows the development of fully liquid, refrigerator-stable vaccines. Sanofi aims to accelerate development in vaccine solutions that are easier to store and distribute globally. This move reinforces its leading position in respiratory prevention.
Palo
Alto Networks
Completes Protect AI Acquisition
Cybersecurity giant Palo Alto Networks has finalized its acquisition of Protect AI, integrating its capabilities into the Prisma AIRS platform. This expansion enhances the company’s AI security offerings, covering model scanning, runtime protection, and AI red teaming. The acquisition comes as demand for AI-specific cybersecurity continues to surge across sectors like finance and healthcare. Palo Alto aims to offer the most comprehensive AI defense suite in the market.
“Success is not about luck; it’s about preparation, hard work, and learning from failure”
Güler Sabancı Chair of Sabancı Holding (Turkey)
Citic to Invest \$250 Million in Angola Agriculture
A subsidiary of China’s Citic Group is launching a \$250 million agricultural project in Angola, aimed at developing 100,000 hectares of soybean and corn farmland. The initiative will help secure food supply for China, with around 60 percent of the harvest earmarked for export. The investment is also expected to create thousands of local jobs and improve agricultural infrastructure in the region. It reflects China’s growing interest in Africa’s agricultural potential.
Chevron Completes Hess Corporation Merger
Chevron has officially completed its acquisition of Hess Corporation, combining strategic oil and gas assets in Guyana and the Bakken shale. The U.S. Federal Trade Commission approved the deal in mid-July, clearing the way for integration. John Hess will join Chevron’s board of directors as part of the agreement. The deal boosts Chevron’s upstream portfolio and long-term growth prospects.
SGS Agrees to Acquire U.S. Testing Firm ATS
Switzerland’s SGS, a global inspection and testing giant, has signed a definitive agreement to acquire American technical services provider ATS. The transaction—with customary closing conditions—could wrap up by late 2025 or early 2026. SGS CEO Géraldine Picaud emphasized that the deal significantly boosts the company’s North American footprint in quality assurance services across sectors including aerospace and life sciences.
Navigating TikTok
From Singapore to Silicon Valley—and the Halls of Capitol Hill—TikTok’s CEO is balancing innovation, scrutiny, and global in uence in equal measure.
Shou Zi Chew CEO of TikTok
At just 41 years old, Shou Zi Chew stands at the crossroads of the 21st century’s most heated debates—data privacy, algorithmic power, and the future of digital entertainment. As the CEO of TikTok, one of the world’s most downloaded and culturally influential apps, Chew has become a reluctant global figurehead for a company that inspires both passionate fandom and intense political suspicion.
A former Goldman Sachs banker and Harvard Business School graduate, Chew’s credentials are as impeccable as they are international. Born and raised in Singapore, educated in London and Boston, and seasoned through roles at Facebook (before its IPO) and Chinese electronics giant Xiaomi, Chew is emblematic of a new generation of borderless busi-
ness leaders. Fluent in tech, diplomacy, and finance, he’s also become fluent in one of the most unforgiving languages of all: geopolitics.
When Chew took the helm of TikTok in 2021, few could have predicted the storm that would follow. The app’s rise
A former Goldman Sachs banker and Harvard Business School graduate, Chew’s credentials are as impeccable as they are international
had already been meteoric—with over a billion users worldwide, it was reshaping how people consume news, music, comedy, and even politics. But its Chinese ownership structure, through par-
ent company ByteDance, drew sharp scrutiny in Washington and Brussels. Politicians warned of national security risks. Lawsuits followed. Hearings were scheduled.
In 2023, Shou Zi Chew was summoned before the U.S. Congress for a five-hour hearing that played out more like a political theatre than a policy discussion. Lawmakers, often unfamiliar with how social media works, grilled him over everything from content moderation to espionage. Throughout, Chew remained composed, if at times visibly frustrated. For many observers, the hearing underscored not just TikTok’s precarious status in the West but also the delicate balancing act required of its CEO—between transparency and corporate confidentiality, between appeasing lawmakers and serving users.
And yet, while the political battle rages on, TikTok continues to innovate. Under Chew’s leadership, the platform has diversified its offerings— launching e-commerce features, investing in longer-form content, and experimenting with AI tools. It’s no longer just a lip-sync app for teens; it’s a cultural engine, a discovery tool, and a serious rival to Google, Meta, and Amazon.
Still, challenges remain. The EU’s Digital Services Act places new pressure on how platforms moderate harmful content. The U.S. is still flirting with the idea of a nationwide TikTok ban. And rival platforms are racing to clone TikTok’s core features. For Chew, the task is not just to lead TikTok’s next wave of growth—but to do so while proving it can be a responsible, trusted actor in the global tech ecosystem.
What makes Shou Zi Chew’s leadership distinctive is not flamboyance or cult of personality—qualities often
found among Silicon Valley founders—but a calm, calculated commitment to bridging divides. He rarely
gives interviews. He doesn’t dominate headlines with controversial opinions. Instead, he focuses on execution, diplomacy, and global outreach. In a world often defined by extremes, his technocratic steadiness may be TikTok’s best bet.
What makes Shou Zi Chew’s leadership distinctive is not amboyance or cult of personality
As the digital world continues to shift, so too will the role of leaders like Shou Zi Chew. Whether TikTok becomes a case study in global success or geopolitical casualty may depend less on the algorithm—and more on how its CEO continues to walk the line between East and West, innovation and regulation, disruption and diplomacy.
History Is Much More Than Memory
The ultimate aim of every historian is to gain as profound an understanding as possible of the period they study. Achieving this requires a constant reassessment – not only of previous research, but also of one’s own conclusions. In that sense, a historian must continually question their knowledge and remain open to new perspectives. Critical thinking has never been more relevant, especially in an era that demands discernment between fact and fabricated narratives
Although my interest in history dates back to childhood, it truly took shape during my grammar school years, thanks to the inspiring teachers who nurtured my curiosity. The next step was reading history at the Faculty of Philosophy in Belgrade. It was during those formative years – both in lectures and in long, stimulating discussions with peers – that I began to grasp the full scope of historical scholarship. I came to understand that history is not simply about remembering dates
or establishing cause and effect; it is about comprehending processes and the structures that underpin societies.
My doctoral studies marked the next chapter, as I turned my focus to the Serbian nobility during the period of the Despotate (1402–1459). This was a significant undertaking – the first time I faced the challenge of crafting a large-scale, coherent narrative from scattered historical data. A few months after defending my thesis, I joined the Institute of History in Bel-
grade, where I continue to work today. The collaborative spirit of the Institute and the constant intellectual exchange with colleagues have been invaluable to my professional growth.
The role of chance in history became evident even in my own academic journey. My first monograph, “Boni homines” in the Medieval Serbian State, was born almost by accident. I had intended to write a brief article on the term “Boni homines” – individuals who acted as trusted figures in medieval society – but the depth and breadth of the topic soon grew into a book. That work, along with other publications, laid the groundwork for my doctoral dissertation to finally be published in 2024 as Horse, "The Good Horse and Arms". The Nobility in the State of Serbian Despots (14021459). With this monograph, I have endeavoured to offer a comprehensive perspective on the Serbian nobil-
It was during my university years that I came to understand what history as a discipline truly entails – far more than memorising dates or tracing causes and consequences; it is about understanding deeper processes and the social structures that shape them
ity, although there is certainly more ground to cover. In the years ahead, I hope to write a biography of one of Serbia’s medieval rulers.
Because understanding the past is vital to navigating the present, I believe historians must strive to make their findings accessible to wider audiences. My participation in the documentary-drama series Medieval Serbian Heroes was an attempt to contribute to this effort. The enthusiastic response the series received reaffirmed my belief that this format holds real potential to engage younger generations and spark their interest in history.
Dr Miloš Ivanović
Historian; Principal Research Fellow at the Institute of History Belgrade
Photo
Marko Cesarec
Anatomy of Resistance
The last great witness of modern painting, Vladimir Veličković forged a unique visual language of existential anxiety and brutal beauty. His retrospective in Belgrade con rmed his place as one of the most uncompromising voices of post-war European art
Veličković (August 1935– August 2019)
Vladimir
Photo Chantal Wolf
Few artists have bridged the cultural, political and artistic worlds of Yugoslavia and France as definitively as Vladimir Veličković (1935–2019). Architect by training, painter by conviction, Veličković left Belgrade for Paris in 1966 and never looked back. His art, however, never abandoned the Balkans, the war - torn history, or the deep psychological landscapes of his generation. Instead, he transformed them into a visual language that transcends time, trends and nations.
Drawing from Muybridge’s photographic experiments, Goya’s dark romanticism, and the raw gesturalism of post-war Europe, Veličković developed a style that was both deeply personal and politically charged
In the autumn of 2021, the Museum of Contemporary Art in Belgrade staged a monumental retrospective titled Figure as an Expression of Existence, a posthumous homage that filled all five levels of the museum. With
Photo Zarko Vijatovic
more than a hundred works, including paintings and drawings from public institutions and private collections across Europe, the exhibition traced the thematic obsessions that defined his practice: crucifixions, dismembered bodies, execution sites, motion studies, scorched landscapes and mute animal forms. Rather than arranging the works chronologically, the curators opted for ten conceptual chapters, each revealing a key symbol or psychological terrain within his oeuvre.
These thematic units – Youth, Crucifixions, Body in Motion, Places, Execution Grounds, Heads, Origins, Animals, Nothingness, and Untitled – mapped the internal logic of Veličković’s practice, from his earliest drawings of restrained figures in confined spaces to later explosive canvases of collapse and rage. Drawing from Muybridge’s photographic experiments, Goya’s dark romanticism, and the raw gesturalism
of post-war Europe, Veličković developed a style that was both deeply personal and politically charged.
This was not merely an artistic journey, but a philosophical and ethical
one. Veličković did not paint to please; he painted to confront. To quote the artist himself: “Success is doing a job no one needs but me and a very small number of people. For me, that rep-
Veličković did not paint to please; he painted to confront. To quote the artist himself: “Success is doing a job no one needs but me and a very small number of people. For me, that represents my entire life.”
resents my entire life.” His canvases refuse consolation. They scream, fracture, fall. And yet, in their brutal honesty lies their power: a humanism forged in pain and persistence.
The Belgrade exhibition was not just a tribute. It was a reckoning. It reminded us that Veličković, although
Photo Zarko Vijatovic
Photo Vladimir Velickovic
embraced by France (a professor at École des Beaux-Arts in Paris, member of the Académie des Beaux-Arts, decorated with the Légion d’Honneur), never renounced his Yugoslav identi-
ty. “I am deeply rooted as a Yugoslav and I will remain that way until the end of my life,” he once said. His work resists national labels, just as it resists silence. It speaks in gestures, wounds,
and silhouettes, giving form to collective traumas too complex for words.
What makes Veličković singular is not only his subject matter, but his relentless commitment to drawing. For him, draftsmanship was not preliminary but essential. Through his Foundation, established in his name, he championed young artists in Serbia, offering awards for drawing as a means of nurturing future generations. Even posthumously, his influence remains active: through students, exhibitions, and a visual vocabulary that has become emblematic of integrity in art.
To encounter Veličković’s work is to engage with pain, memory and resistance. It is also to accept the challenge of standing in front of an image that asks more questions than it answers. In this sense, Figure as an Ex-
His canvases refuse consolation. They scream, fracture, fall. And yet, in their brutal honesty lies their power: a humanism forged in pain and persistence
pression of Existence was not a closure but a continuation – a conversation between the living and the dead, between art and its responsibility.
In a time when spectacle often replaces substance, and when art is too frequently reduced to commerce or decoration, Veličković’s voice resounds with an almost prophetic clarity. His work reminds us that painting, in its highest form, is not just a matter of aesthetics, but of ethics. And that to draw a figure is sometimes the most radical act of remembering.
Vladislav Bajac’s life has unfolded at a crossroads of cultures, civilisations and epochs. As a writer, publisher and cosmopolitan thinker, he’s spent decades building bridges between East and West, between generations, imaginations and facts. His books have been translated into more than 20 languages, with over a hundred editions published, two-thirds abroad – demonstrating exceptional reach for a Serbian author, particularly given the almost total lack of systemic state support for promoting local literature. Speaking in this interview, he discusses Yugoslavia as a country that had the conditions to realise dreams, the personal encounters that shaped him, the legacy that imposes itself as an obligation, but also the modern role of writers
I’ve had the good fortune to meet many unique creators, both famous and lesser known, and have learnt a lot from them all. The greater and more famous, the more accommodating. From Umberto Eco, Alberto Manguel and Alexander Genis, via Paul Auster, Margaret Atwood and Amin Maaloof, to Orhan Pamuk, James Loehlin, Jostein Gaarder and Aledaida Guevara March, daughter of Che Guevara and Aleida March... The beauty of those acquaintances extended far beyond the profession – equal in relations and filled with emotions. They enriched me for all time.”
Bajac has received numerous international and domestic awards for literary creativity, including the Balkanika Award for the best book from the Balkans (2007/8), the Special Book Award of China (2014), Skopje’s ProzArt Award (2013) and the Royal Norwegian Order of Merit in the rank of Commander (2021). His latest award –the international Stefan Mitrov Ljubiša Award – places him in the company of greats like Ronald Harwood and György Konrád, once again confirming his works’ global reach and importance.
You grew up during Yugoslavia’s cultural rise. How do you remember that time and which of its values do you still recognise in your work?
— “At the cost of idealising (which is inevitable), I remember very well that whole half of my life in a time that was serious, consistent and creative in culturological terms. The greatest value of socialism, and the start of the social transition to what was then an unknown, was perhaps the freedom to imagine and faith in the achievability of dreams, which I dubbed the Yugoslav dream in the book Shot at Point Blank [Pucanj u prazno], clearly associating it with the concept of the American dream. And the pinnacle of that dreaming was its achievability. Given that my latest novel deals with the parallel creativity of Belgrade and New York during the mid-‘80s, it represents one of the “witnesses” of that era. However, one important postulate of the then Yugoslavia was the sustainability of ideas, or the possibility of comparable ideas being realised on two sides of the world. In short, Yugoslavia was a country in which one could see a long-term cultural plan that was simultaneously idealistic and pragmatic. The circumstances ensured good logistics for art, which in itself represented a process of rel-
1
With Allen Ginsberg and Peter Orlovsky, Belgrade 1981
2
With Orhan Pamuk and his daughter Ruya, on the Bosphorus
3
With Aledaida March, daughter of Che Guevara
ativising reality. It’s paradoxical, but this relativising of reality was actually supported by the political authorities. Everyone was given a chance, and the individual was responsible for realising that with their own talent and work. Moreover, Belgrade was already worldly back then. What I want to say is that it was equal to the West in many respects and represented the vanguard in relation to the Eastern Bloc.”
Your father was a rare character –as both a diplomat and a publisher. How did his life shape you?
Yugoslavia was a country in which one could see a long-term cultural plan that was simultaneously idealistic and pragmatic
— “While my father was alive, I wasn’t aware of the influence he had on my current and future life. He primarily passed down his unrelenting energy and spirit of adventure. They subsequently led to my insatiable curiosity, which constantly drew me into unfamiliar areas. That created my seemingly contradictory geographical interests: the Far East, the Balkans, North and South America etc. And that’s without even mentioning the topics. I wrote about my father both directly and indirectly. I’m also constantly discovering new “secrets” about him. For instance, just yesterday, thanks to my links at the National Library of Serbia (to which I’m linked by multiple loves), I read his articles from the post-war magazine (National) Student that he wrote while studying at the Faculty of Philosophy (he
was also president of the skiing-mountaineering association of the students of Belgrade University). I became the editor for culture at that same Student magazine many years later. Moreover, apart from a wonderful personal library of Slavic works and a love of reading, I also inherited his love of sports: he served as secretary general of the Sports Federation of Serbia and organiser of the first large-scale post-war European sporting event to be held in Yugoslavia: the 1962 European Athletics Championships. The international receptions he took me to when I was a small child (he was a single father, so he took me with him) were at the Hotel Metropol, where members of the diplomatic corps often hold their receptions today. I was an excellent sprinter, javelin thrower and later archer. And we don’t need to mention my inheriting of his publishing activities. There could be no coincidences in that regard. However, I had to, or wanted to, lessen that inherited restlessness with philosophies, i.e. with the contemplative arts of the Far East.
“Perhaps that led to me becoming a so - called field author: in one way or another, I have to visit or see everything I write about. I’m a literal nomad, but also an intellectual one.
“Marguerite Yourcenar has a wise saying that I paraphrase as “we can possess artworks only when we abandon them”, which can also be applied
4 With Jostein Gaarder
5 With David Byrne, 2009
6 With Leonard Cohen on the island of Hydra, 1981
to our fathers, so I have my own personal wisdom that applies to them: parents only abandon you with your own death, and not before – with theirs.”
Your wife and daughters share your artistic bent. What does that creative family environment mean to you?
—
With Umberto Eco, Turin, 2007
“Vera is a multitalented person. She was a rock star in one period (composing film music with Peđa Vranešević and founding, together with him, the experimental band Laboratorija zvuka [Laboratory of Sound]). However, her permanent profession was as a leatherwear fashion designer. She started dealing with that at the urging of her professor and friend Marina Abramović: she created her first designs for her and herself. She thus remained Marina’s longstanding friend, as I did in a different way. She still
has early Abramović drawings and paintings – precisely those that were lacking at Marina’s recent retrospective exhibition at the Museum of Contemporary Art in Belgrade. I am also the publisher of Marina’s books. Interestingly, I first saw Vera when she was performing in a theatre play in which she acted, played music and sang. Our individual pathways into rock’n’roll merged into one, with the difference being that I was a journalist and more of an organiser in that field, while she was an authentic talent and musician with great taste. I learnt and took in a lot of things related to music from her. And I went through the same thing in that area as I did in cooking: she was an excellent cook, and I was a talented gourmet who loved to eat. I thus wrote about both music and ‘gastro-nomadism’.
“Children generally inherit what they live through in the home. This doesn’t mean that I influenced their professional careers; I never meddled in that, except when I was asked for advice. And so it was that they somehow naturally went their own way; my older daughter, Staša, apart from completing dramaturgy studies at the Faculty of Dramatic Arts, also graduated from the Academy of Arts in Berlin and is today a screenwriter, playwright and director. The younger one, Sonja, is a manager in culture and works very successfully on organisational tasks at Geopoeti-
ka. She is also the mother of my two grandchildren.”
You’ve had close relations with important figures in world culture like Leonard Cohen and David Byrne. How have such friendships shaped your artistic expression?
—
“You mention people who are really significant in my life. I had a beautiful friendship with Cohen, a man I loved immeasurably. From the first day we met (I translated his poetry), we understood each other as if we’d always known each other. He was a lot older than me, but he behaved as though we were the same age. We were both interested in the Far East, and Zen Buddhism in particular. Later, as a rock journalist, I slightly “abused” that friendship by doing newspaper or TV interviews with him. We would then be professionals. But the most important were our meetings, whether on his tours or not, always more private than professional, in various countries.
“I only saw David Byrne in person twice, but we were in contact while I was preparing his books for printing here (some of which were world premieres). I “knew” him conceptually at a distance for much longer, as someone who adored everything he did. He is a visual artist and a very versatile creator: to this day, he combines theatre, film and music, merging the public scene with intimate creations. We once almost implemented his wonderful bike rack invention in Belgrade (he is a great champion of cycling and also rode in our city), but the obstacle was politicians who lacked vision in Belgrade, while he managed to bring that idea to fruition in Manhattan. And so it is that you have bike racks shaped like a lady’s high-heeled shoe on Fifth Avenue, in the shape of the U.S. dollar sign on Wall Street, and so on. He received top awards (including an Oscar for best original score) and collaborated with the world’s most interesting creative people. I once had a wonderful fatherly conversation with him about our daughters. And I still follow him.”
Geopoetika has become synonymous with cosmopolitanism and editorial integrity over the three decades of its existence. How do you see its importance today?
— I launched Geopoetika with a few friends as a form of opposition to the Serbian policies of that period, but also in protest against economic and other sanctions, especially in the culture of the West. I didn’t want isolation to break the good ties that already existed with that world. And so it was that, at the start of the 1990s, in defiance of the laws of rights and morality, I introduced everything of literary value into the Serbian language and thus protected our readers from intellectual oblivion. And prior to that I resigned from the position of editor-in-chief at Politika, equally disappointed with the bias of both domestic and foreign journalism. I later established the edition Serbian Prose in Translation (SPiT) with a desire to make up for the many shortcomings of the state in presenting existing Serbian literature. And so it was that books or pdf versions of the works of dozens of modern authors found their way to the Slavic centres of world universities, libraries, publishing houses and literary agencies. For the first time in the history of Serbian (and Yugoslav) publishing, editions of Serbian
national literatures. Although I’ve expanded my range as a publisher over recent years to include domestic authors, Geopoetika remains primarily a publisher of foreign literature.
“Still, I don’t think it’s my place to evaluate Geopoetika’s long-term significance. We’ll leave that to the harshest critic of all: time.”
Literature isn’t there to claim and prove anything, so some new freedom and some new form of prose can be reached by combining accuracy and imaginings
literature – and not merely individual titles – appeared around the world. That edition was even crowned with an award from the London Book Fair and the Publishers Association of the United Kingdom. The Royal Norwegian Order of Merit of His Majesty King Harald is a result of my systematic and conscientious engagement with the world’s
Your fascination with the Beat Generation is clearly reflected in the translations and anthologies you’ve published. What did Ginsberg, Kerouac and Corso teach you about freedom and writing?
—
“The Beat Generation was hugely significant for me. They smashed the wall of Western civilisation through literature, introducing Far Eastern wisdom to their works. Alongside rock’n’roll, they launched the hippie movement and a global utopia, albeit a short-lived one. They taught me to have faith in naïve but achievable optimism. Of special importance to me was my personal friendship with Ginsberg – a poet and spiritual critic of his own system and others, who had special emotions re-
garding Yugoslavia, and especially Belgrade. Our meetings, both here and in New York, fortified my faith in activist literature and demonstrated how much one individual can change the world.”
Reality and fiction, both historical and personal, intertwine in many of your novels. Does the form of the novel change for you depending on the topic, or do you always approach it in the same way?
— “Returning to the past is like walking on very slippery ground, and memory is a deceptive category. It is easy to lose oneself in melancholy, nostalgia or construction. When writing Shot at Point Blank, I navigated the recent past with a fair amount of certainty thanks to my experience writing several novels and stories set in the distant past, and sometimes in faraway places. But you can never be cautious enough, because memories can deceive in such a way that they turn into recollection (which is a shakier link to truth), and that is close to idealising the past. As such, this introduction is my barrier and indicator of caution in relation to that penetration of the past. Specifically, I have dealt with particularly sensitive prose in my last two books (Shot at Point Blank and A Chronicle of Doubt), which has a distinctly documentary profile and utilises factual accuracy. In such works there must be no mistakes in the facts (the polar opposite of the freedom of creative writing!), and one must simultaneously play with the artistic manipulation of facts. That creates a peculiar new truth, or “truth” that has the power to change genres.
“So, in the novel (which nonetheless remains largely a novel), as well as in the answer to your question, I must remain consistent: the author mustn’t admit what’s truthful information and what’s a figment of the imagination. Fortunately, literature isn’t there to claim and prove anything, so some new freedom and some new form of prose can be reached by combining accuracy and imaginings.
“However, every book is another pair of sleeves or a cup of tea. I ap-
At the start of the 1990s, in de ance of the laws of rights and morality, I introduced everything of literary value into the Serbian language and thus protected our readers from intellectual oblivion
proach them all differently, and that includes the form itself. What I don’t change within myself is the need to simultaneously remain a research writer and a curious child.”
You’ve maintained a presence at the Belgrade Book Fair for many decades. How do you see its “evolution” and its importance in today’s cultural landscape of Serbia? — “I’m no longer satisfied with the concept of the Belgrade Book Fair, which for many years was considered not only one of the largest in Europe, but also one of the most important. Despite being a member of its Board for the umpteenth time, I can only influence some minor changes. But it requires wholesale change, while retaining everything
that’s good: large visitor numbers have always been a source of pride for this fair, but it has also been degraded by that modern need to pursue greater numbers in everything (from excessive amounts of poor titles to circulations of false values). It seems as though the filters of what’s good have eased since Covid, so we have (both here and around the world) a flood of quasi-writers. This is all reflected in this event, which used to be more modest and of higher quality, and somehow less consumer focused. I wrote about this in Shot at Point Blank.
“I’m sometimes also sentimental because Geopoetika has had its own stand for more than 30 years, in the same spot where my father had his publishing house’s stand more than half a century ago. I recall very well my happy visits to that place as a boy and youth.”
As someone who’s equally present in literature and culture, what would you say to today’s young writers and students?
— “I don’t like giving advice to writers: I think every young writer should find their voice on their own. They should only be assisted logistically. And I would like to wish students perseverance and consistency in whatever leads them with conviction in life.”
We often discuss the responsibility of today’s artists – not only towards language, but also towards contemporary times. How do you view the role of the writer today? —
“Writers, unfortunately, are no longer socio-politically important. These areas are neither influenced nor addressed. This doesn’t mean that this should be the writer’s role, but we remember times when the appearance of a writer in society carried at least some weight. Maybe it would be comforting if that energy was directed towards the quality of writing, so the world could be comforted a little. But I’m afraid that, in that regard, the best times are also behind us. They aren’t around us, but I hope (again with naïve optimism) that they are ahead of us.”
Chill Out
JAPAN’S NAP CAFÉS REDEFINE WORKPLACE WELLNESS
In ever - busy Tokyo, nap cafés are becoming a surprising hit among professionals looking to recharge during the day. These serene spaces offer soundproof pods, ambient music, weighted blankets, and even aromatherapy to create the perfect power nap environment. With workplace burnout on the rise, many companies are even encouraging employees to schedule visits. Japan may be setting a new global standard for productive rest.
PARIS ROLLS OUT GLOW-IN-THE-DARK BIKE PATHS
In preparation for the 2024 Olympic Games, Paris has launched a glowing new initiative: photoluminescent bike lanes that light up after dark. The lanes absorb sunlight during the day and emit a soft glow at night, improving safety and adding a bit of magic to evening commutes. It’s part of a larger push to make Paris more bike-friendly and sustainable. Cyclists can now enjoy a smoother—and brighter—ride through the City of Light.
BARBIE’S MALIBU DREAMHOUSE REOPENS ON AIRBNB
Following the global success of the *Barbie* movie, Airbnb has brought back the wildly popular Barbie Dreamhouse in Malibu. Decked out in hot pink with rollerblades, disco balls, and a view of the Pacific, the Dreamhouse is available for a limited time this summer. Guests can step into a fully immersive experience, hosted this year by “Ken,” and take part in themed activities. It’s playful, nostalgic—and a selfie paradise.
ITALY’S ICONIC GELATO NOMINATED FOR UNESCO STATUS
Italy is on a mission to sweeten history by nominating traditional gelato-making for UNESCO’s Intangible Cultural Heritage list. The proposal highlights the centuries-old techniques and artisanal spirit that distinguish real Italian gelato from modern imitations. From pistachio in Sicily to stracciatella in Bergamo, gelato is more than a treat—it’s a cultural symbol. If approved, it could join the ranks of Neapolitan pizza and the Mediterranean diet in receiving global recognition.
FINLAND EXPERIMENTS WITH FOUR-DAY WORK WEEK
Finland, known for topping happiness indexes, is now testing a four-day work week to improve life satisfaction even further. The government has launched pilot programmes allowing employees to work fewer hours without a pay cut. Early feedback suggests increased productivity, better mental health, and more time for family and nature. If the model succeeds, it could inspire a wave of work-life balance reforms across Europe and beyond.
STARGAZING NIGHTS RETURN TO NEW YORK’S CENTRAL PARK
Amid the hustle of Manhattan, New York is turning its gaze upward. Central Park has launched weekly stargazing events, offering telescopes, astronomy talks, and even space-themed snacks under the open sky. Organisers are dimming lights in selected areas to reduce light pollution and create a clearer view of the stars. For city dwellers, it’s a rare chance to reconnect with the cosmos— without ever leaving the park.
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JONATHAN KREISBERG TRIO – CONCERT
1 August – Bluz i Pivo (Blues & Beer) Club, Belgrade
ARTISTS’ STUDIOS- EXHIBITION
1 - 31 August - Gallery of Matica Srpska, Novi Sad
American jazz guitarist Jonathan Kreisberg comes to Belgrade along with his Organ Trio, joined by exceptional musicians: Marko Churnchetz on Hammond organ and Colin Stranahan on drums. Kreisberg is known worldwide for his unique ability to combine timeless melodiousness with modern improvisational lines and textures. For many years, he was a close associate of the legendary Dr. Lonnie Smith, who described him as a musician with passion, vision, and a constant desire for innovation.
MILEVA: WE ARE ONE ROCK - EXHIBITION
1 - 31 August - City Museum of Novi Sad
The exhibition, which offers an authentic and intimate insight into the creative spaces of artists, is a result of the collaboration between the Gallery of Matica srpska and the Spanish Cultural Heritage Institute. Through carefully selected photographs, visitors will have the chance to step into the world of artists’ studios. The photographs lead us to places where private and public life meet, showcasing artists and their creative subjects like Sorolla, Maruja Mallo, Romero de Torres, and Javier Clavo, as well as Uroš Predić, Paja Jovanović, and Stevan Aleksić.
The exhibition consists of a very strong visual narrative that will approach the character and work of Mileva Marić Einstein in a striking and di erent way. This art exhibition is also unique because it was created through the creative use of the most modern technologies, new media, 3D animations, digital sound, and holograms, as well as its fair share of the classical artistic language reflected in sculptures, graphic design, drawings and paintings.
PRESSBURGER KLEZMER BAND SLOVAKIA - CONCERT
30 August – Courtyard of the Belgrade Synagogue
An exhilarating fusion of Jewish, Balkan and Oriental sounds with contemporary jazz, rock, reggae and Latin styles – a vibrant Klezmer celebration to usher in September, the Month of Jewish Culture.
NIČIM IZAZVAN - CONCERT
30 August – Botanical Garden, Belgrade
Founded by Boris Bakalov, one of the band’s lead vocalists and guitarists, and Bojan Gluvajić on electric guitar, Ničim Izazvan has grown into one of the most beloved acts on the domestic and regional music scene. Their distinctive blend of tango, waltz, rock and funk has won over audiences of all generations.
INTERNATIONAL NISVILLE JAZZ FESTIVAL 2025
14-17 August - Plateau of the Niš Fortress
Since 1995, the Nisville International Jazz Festival has captivated music enthusiasts with its vibrant atmosphere and world-class lineup. In the heart of Nis, this festival is a gathering of passionate jazz aficionados and musicians alike, united by their love for improvisation. With each harmonious note echoing through the air, the Nisville Jazz Festival promises a journey of musical discovery and an unforgettable experience.
PHOTONICA 2025 CONFERENCE
25-29 August - Serbian Academy of Sciences and Arts (SASA), Belgrade
PHOTONICA2025 will include five days of tutorial, keynote and invited lectures, progress reports, contributed talks and poster presentations. It is conceived as a school for educating young scientists and the conference facilitating the exchange of new ideas and knowledge in cutting-edge research in Europe and beyond. It brings together not only the scientists from academic and government research institutions, but also the partners from high-tech industry. This concept proved to be very successful in the last eight meetings, with participation of more than 200 eminent scientists, young researchers, and companies’ representatives from the field of photonics.
ARCHAEOLOGY ON PAPER AND CANVAS – 70 YEARS OF THE DOCUMENTATION DEPARTMENT - EXHIBITION
18 August – 6 September - Gallery of Science and Technology, SASA, Belgrade
Marking seven decades of the Documentation Department of the Archaeological Institute in Belgrade, this exhibition – authored by Dr Milan Milovanović – presents a rich visual and archival journey through Serbia’s archaeological heritage.
Faces & Places
Canada Day Celebrated in Belgrade
26/6/2025
Canadian Ambassador to Serbia, H.E. Michèle Cameron, hosted a reception at the ambassadorial residence to mark Canada Day, bringing together government officials, diplomats, and friends of Canada. The celebration highlighted the warm and growing relations between Canada and Serbia, with a shared commitment to democratic values, international cooperation, and people- to-people ties. Guests enjoyed a festive evening in a welcoming atmosphere, reflecting the spirit of Canada’s national holiday.
Order of Malta Celebrates National Day in Belgrade
27/6/2025
The Ambassador of the Sovereign Military Hospitaller Order of St. John of Jerusalem, of Rhodes and of Malta to the Republic of Serbia, H.E. Alberto di Luca, and Mrs. Amoruso hosted a reception in Belgrade to mark the National Day of the Order, celebrated in honour of St. John the Baptist, its patron saint. The event gathered members of the diplomatic community, representatives of the Serbian government, and friends of the Order, highlighting its centuries-long humanitarian mission and strong ties with Serbia. The celebration reflected the Order’s enduring commitment to values of solidarity, service, and compassion.
U.S. Independence Day Marked in Belgrade
1/7/2025
The U.S. Embassy in Belgrade hosted its traditional Independence Day celebration on 1 July at the ambassadorial residence, bringing together officials, diplomats, and friends of the United States. Although the ambassadorial post is currently vacant, with a new ambassador expected to arrive soon, the event highlighted the strength and continuity of U.S.-Serbia relations. Guests were welcomed in a spirit of friendship, reflecting the shared values and close ties between the two nations. The evening featured American-themed hospitality and a message of ongoing partnership and cooperation.
Faces & Places
Egypt Marks National Day
3/7/2025
The Embassy of the Arab Republic of Egypt in Belgrade celebrated Egypt’s National Day on 3 July 2025, with a reception held at the ambassadorial residence. The event gathered members of the diplomatic corps, Serbian officials, and distinguished guests. A highlight of the evening was the address by H.E. Dr. Khaled El-Anany, Egypt’s candidate for the position of Director-General of UNESCO. Dr. El-Anany, former Minister of Tourism and Antiquities, shared insights on Egypt’s cultural diplomacy and his vision for the future of UNESCO. The celebration served as a testament to the strong ties between Egypt and Serbia, and to Egypt’s continued engagement on the international stage.
France Celebrates National Day in Belgrade
14/7/2025
The French Embassy in Belgrade hosted a reception on 14 July to mark France’s National Day. The evening began with the anthems of France, Serbia, and the EU, performed by the Bordeaux Children’s Choir. Chargé d’Affaires Fati Aksal reaffirmed France’s strong support for Serbia’s European path, emphasising continued backing for reforms in economic development, rule of law, judicial independence, and media freedom. “France will remain a committed, sincere, and respectful partner to Serbia,” he said. Aksal also announced the arrival of a new diplomatic team in Belgrade, adding that Franco-Serbian relations are stronger than ever and full of potential.
Faces & Places
Belgium Marks National Day in Belgrade
17/7/2025
The Ambassador of Belgium to Serbia, H.E. Frederik Develter, hosted a reception in Belgrade to celebrate the National Day of Belgium, bringing together diplomats, officials, and partners. The event highlighted the strong bilateral ties between Belgium and Serbia, as well as shared values and ongoing cooperation across various sectors. Guests enjoyed a warm and festive evening in honour of Belgium’s national holiday.
