2019
THE BEST PLACES FOR CALM AUTUMN SUN
TOURISM
"HYPERMOBILE" Era Tourism has always represented a societal response to the human need for well-being and personal development, through interaction with other people and the natural environment
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ore than any other sector, tourism is responsible for the movement of people across the globe. Tourism is also one of the world’s largest and fastest-growing economic sectors, responsible for nine per cent of global GDP and the creation of 1 in 11 jobs worldwide. The international tourism sector ranks fourth behind fuels, chemicals and food, and – accounting for six per cent of all exports globally – outdoes the auto sector. Total international tourism arrivals have reached almost 1.2 billion. These people are called ‘visitors’, while tourism can be defined as the totality of activities carried out by them. A visitor is usually classified as a tourist (mainly for statistical reasons) if their trip includes an overnight stay. If there is no overnight stay, the visitor is called an excursionist or same-day visitor. And – accordingly - tourism has implications for the economy. Many of the most popular tourist destinations are UNESCO World Heritage Sites, 40 per cent of which are located in Europe. Tourism is becoming increasingly specialised as a result of the globalisation culture 4 |
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and communication trends, the internet – based economy, but also the affordability of holidays and travel for greater numbers and strata of the world’s population. The combination of globalisation, access to technology and social media, along with the rapid growth of low-cost airlines and the emergence of new economies, have led to increased access to travel for larger numbers of people and increasingly diverse layers of the world’s population. This shift has been reshaping the travel and tourism industries, perhaps nowhere more so than in Europe. Due to its natural and cultural attractiveness, variety of landscapes and long-standing tradition of hospitality, Europe is the most popular tourism destination in terms of arrivals and overnight stays for international tourists. It is also the number one source of travellers worldwide. As a consequence, European tourism and tourism in Europe have changed substantially over recent decades. People travel further, more frequently and in all seasons, while the average duration of trips has fallen. Moreover, special interest trips (e.g. rural tourism,
industrial heritage tourism, ecotourism etc.) are on the rise, while the average age of tourists has also increased steadily. Furthermore, better aviation connections between European cities, higher levels of education and longer periods of leave from work mean Europeans have become more cosmopolitan, or ‘hypermobile’. People are attracted by different aspects of travel destinations, some of which are inherent to a specific place. These include nature, cultural values and aesthetics, but also the possibility to engage in certain leisure activities (e.g. playing golf or hiking). The combination of these elements results in the emergence of tourism hotspots. Besides traditional statistics (tourist arrivals and overnight stays), the intangible concept of tourism attractiveness is indicated by the spatial proximity of those places that are more attractive to tourists. Seasonality is an important element to consider in examining the interrelation between socio-economic aspects and the environment. Seasonality implies a large number of tourists, but also temporary workers in tourism areas during certain seasons.
BUSINESS LUŠTICA BAY
A SEAMLESS Chedi Experience
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With effortless luxury, endless hospitality and an action-packed summer, The Chedi Luštica Bay creates a five-star experience that goes beyond expectations
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pened only last year, the already award-winning five-star The Chedi Luštica Bay hotel is has eagerly embraced its second summer season. With its reputation as a world-class, luxury retreat established, its focus is now on celebrating The Chedi experience. Evolving alongside the town of Luštica Bay, it has extended beyond the boundaries of a mere hotel to become a lifestyle destination with exceptional dining, personalised wellness and a programme of events and activities set to fill the summer months. Whether it’s a morning yoga class, a dance workshop, a talk, course or exhibition, guests and visitors are invited to make the experience their own. Located along the waterfront of Luštica Bay’s happening Marina Village, the hotel sits between the verdant hills of the Luštica peninsula and perfect, aquamarine waters. Despite being among the largest hotels in the Bay of Kotor, the building blends into its surroundings with traditional architecture, green roofs, a village-inspired layout and natural, breathable interiors. Encompassing 111 rooms, in addition to suites and penthouses, two restaurants, three bars, an events centre, fitness suite, spa, indoor and outdoor pools, and a private beach. It truly offers a remarkable experience that has already been recognised with an
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For those seeking instant tranquillity, The Chedi’s spa has proved to be one of the hotel’s most popular attractions
award from CEEQA (Central and Eastern European Real Estate Quality Awards) for Southeast Europe’s Building of the Year. Within the hotel itself, guests can expect the first-class Chedi service and outstanding amenities, as well as a Chedi experience that goes beyond expectations. The events and activities programme draws on the beautiful surroundings, rich community and warm Montenegrin culture to deliver something new every single day. From Latin nights and tango marathons, to arts and antique fairs, a local produce market and food festivals, the vibrant summer events programme extends into the autumn months. Culture-seekers can head to one of the many wonderful events spaces – from The Chedi ballroom, via the new multi-purpose amphitheatre outside, to the stunning setting of the marina promenade – for thrilling concerts and performances. For those seeking instant tranquillity, The Chedi’s spa has proved to be one of the hotel’s most popular attractions. Inspired by nature, it’s a nourishing place for the mind, body and soul, offering a range of holistic Eastern treatments from body polishes to therapeutic massage to bathing treatments. Afterwards, guests can unwind in the indoor pool, sauna and steam room or take a dip in the hotel’s outdoor infinity pool. These offerings are just the beginning, The Chedi is very much part of the town of
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The Chedi’s staff are on hand to book water-sports activities on the hotel’s beach or recommend hiking and cycling routes through the surrounding hills
Luštica Bay. Guests need only step beyond the hotel doors to discover the attractions of the Marina Village promenade, complete with restaurants, boutiques, a salon, health studio and art gallery. The state-of-the-art marina sits in front of the hotel, offering professional yachting services as well as boats for charter, while keen golfers can head to the Luštica Bay driving range to practise their swings while enjoying views of the entire bay. The Chedi’s staff are on hand to book water-sports activities on the hotel’s beach or recommend hiking and cycling routes through the surrounding hills. The wider delights of Montenegro are within a short drive – spend a day getting lost among the cobbled streets of the ancient towns of the Bay of Kotor or exploring the inspiring wilderness of the country’s national parks. Whatever you decide, your spacious Chedi room will be waiting upon your return, with Egyptian cotton sheets, a selection of local wines and a private balcony for your own sunset panorama. If you don’t want the experience to end, there are a limited number of Chedi Residences available to buy! These aren’t only perfect holiday homes, but also an investment opportunity with a secured rental programme that guarantees a 5% ROI. With Luštica’s new payment offer spreading payments into manageable quarterly instalments, it’s never been easier to make The Chedi life your way of life.
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BUSINESS EST ADVENTURE
TEAM BUILDING In A Different Way The vast majority of employees have to date been included in several team building exercises. If you were to ask them how they found it, the vast majority would again say “nothing special”. Or perhaps the highlight for them would be - “we didn’t go to work that day”
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nfortunately, the actually practise of team building in Serbia has lost its original meaning and been turned into a short break from the office or an invitation for free food or drink. Of course, there is absolutely nothing wrong with that, but the very words “team building” suggest that something major is missing here. To an extent, the problem is in the organisers of team building events themselves. I don’t believe that anyone wants to stand with a group of strangers in a circle and sing songs that are more appropriate to preschoolers, or to transfer eggs from one basket to another with the help of 10 |
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a spoon. Moreover, most will pretend to enjoy the activity and thus contribute to the paradoxical depiction of enjoying the actually game. However, to be realistic, everyone will return to their homes once these activities are over and they’ll be glad it’s finally finished. Again, this doesn’t imply that every team building event has to be like this and, generally speaking, the goal of every well-organised team building exercise is to: • Familiarise employees with one another • Connect and acquaint various departments within companies • Raise the level of involvement among
individuals (everyone contributes to achieving a common goal) • Build trust between teams and employees (we’re here to make work easier and better for everyone) • Encourage teamwork and build a stronger team culture within the company (we can do it together) • Develop better communication and collaboration among employees (I’ll listen to you - you listen to me) • Let employees have fun (a more pleasant atmosphere yields better results) One problem is that, despite all team building organisers - be they HR departments or event managers - having all of
these items in mind when organising their next team building, they never turn out the way they should. Why is that? Most people forget the reason why successful firms are successful and what it is that makes good teams better than others. It is the approach to unforeseen situations and their reaction to them. Situations that draw people out of their comfort zones show, honestly and without any hidden motives, how people respond to stress, how they mutually interact in difficult situations, how and how much
they collaborate with others. They show you, without a filter, the strengths and weaknesses of your team. In addition to this, another wonderful thing will happen – people come together the most by living through shared experiences, through working together on a problem they solve successfully. They will have something that makes them a successful team, even when the team building exercise is over and everyone goes their own way. That experience will remain within them and they will gladly recall it. If they were, this time, asked how they found the experience, they would have something to say - “we managed to descend a 15-metre cliff face”, “I succeeded in overcoming my fear of heights”, “it was unbelievable how our team solved the task and won the competition.” And such experiences and memories re-
main with you for the rest of your life. We have amassed more than 20 years of experience on all continents in the field of outdoor sports and have been engaged in the organising of team building activities for over 15 years, covering the entire territory of the Balkans for all types of outdoor activities. Our instructors possess internationally recognised licenses: UIAA, ICOPRO, ICU, IRF etc., and our team includes people who have conquered Mount Everest, former Olympians, GSS instructors and other experts, who contribute through their experience to the proper conducting and executing of team building operations. We transfer to your employees our knowledge and experience of working with people in the most extreme conditions, via intellectual, creative, educational, entertaining and high-adrenaline activities. We are EST Adventure.
EST Adventure E-mail: info@estadventure.com FB: fb.com/ESTAdventure Instagram: @estadventure www.estadventure.com
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BUSINESS HOTEL MAESTRAL
MAESTRAL IS THE JEWEL Of The Southern Adriatic If there were no refreshing maestral (mistral) north-westerly wind, the Adriatic Sea would not be one of the most attractive destinations for lovers of good holidays, and if there were no Hotel Maestral – as a jewel among hotels – Montenegro would not be a year-round destination for the most demanding guests of sophisticated tastes from all over the world
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ituated directly beside the seashore in the fishing village of Pržno, the five-star Maestral Resort & Casino is characterised by a rich heritage of premium service, while its half-century tradition is woven into every millimetre of the complex. From the very first step, the instant you enter the hotel, you will be amazed by the sophistication and elegance of the art-deco lobby, but also the rooms and suites decorated in a classic, superior and deluxe style. If you decide to spend your summer holiday at this resort, which is dubbed by our regular guests as “our little paradise”, you will enjoy the hotel’s private beach, which is among the most beautiful in the Mediterranean, and if you visit during spring, autumn or winter, you will have at your disposal one of the most luxurious wellness & spa centres anywhere in the Adriatic region, with authentic Thai massages and an incred-
If you think that you also deserve the very best, Maestral Resort & Casino is the right place for you!
ible, superior offer of beauty treatments. At the Maestral, you are awaited at every moment by a selection of fine wines, Montenegrin specialities, international dishes and authentic Chinese cuisine. You will find good fun at the casino, which offers various types of modern slot machines and tables for different live games. Here you are awaited throughout the year by the best of times, complete with fantastic musical performances by local and regional stars, as well as guest appearances by renowned cabaret troupes from different parts of the world. Designed with the aim of creating an authentic experience of luxury and privacy, this unique hotel destination represents the best choice for guests who never accept compromise and who expect nothing less than perfection from their holiday. SEPTEMBER
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BUSINESS RADOMIR SAMČEVIĆ, DIRECTOR OF AGENCY HT
GUESTS VALUE Simplicity Agency HT offers the widest possible variety of services, ranging from consulting, the managing of different processes, to the educating of hotel management and staff, whether that relates to facilities operating within the scope of large chains or small independent hotels
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The hotel business is very complex, comprising many different fields of work that must be integrated. Consulting companies are there to help in reducing costs, more quickly resolve challenges and prevent problems before they arise, and we have the expertise and experience to do that, says Radomir Samčević. Is it easier for employees working in hotels belonging to major global chains than for management and workers in hotels operating independently? Is that where your company enters the scene? Yes, it could be said like that at first glance. Large hotel chains have clearly defined standards of work, rules and procedures, which ease work greatly, especially for newcomers to teams, facilitating work processes, defining training courses and thus easing socialisation. On the other hand, the control and monitoring process is easier for managers. Small, independent hotels need to create their own standards that should make it easier for them to work and enable them to stand out from others in such a way that they are recognisable and unique on the market. In contrast, hotel chains can hire in-house experts in various areas of the hotel business with the aim of correcting or improving the 14 |
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performances of individual segments or hotels as a whole. There’s also integrated branding, market recognition, networking or cooperation with airlines aimed at realising additional benefits for loyal guests... It is essential for independent hoteliers to have professional help, both in the design phase of a hotel and in the pre-opening phase, but also later, when adjustments, improvements, additional education and staff training are being conducted. Such expert assistance is provided by various consulting companies, one of which is the HT agency, of which I am the founder and director. If investors turned up who were willing to invest in and re-open all those hotels that used to operate in Serbia’s spas, what would you advise they do? The only question is how willing investors are to listen to advice. Serbian spas are pearls of our tourist offer, because – alongside mountain centres and major cities – they attract the largest numbers of guests, though they’re not what they used to be. Young people avoid them because the prevailing opinion is that they are places for the sick, but then our people are happy to visit Slovenian spas, precisely in the pursuit of rest and relaxation. Our spas lack higher category hotels,
hotels intended for young people – millennials, in terms of themed hotels of those with a different concept and offer that will attract a larger number of urban guests, both from within the country and from abroad. Hotels need to distance themselves from health tourism whilst relying on contemporary spa and wellness facilities. You are the author of the book Šta je to recepcija [What is that reception], which you wrote - among other things - on the basis of your own experience. What represents the personal I.D. card of each hotel? Apart from the book ‘What is that reception’, I’m also the author of the book Triglav Interes [Triglav Concern], which deals with the hotel management business. Within it I deal a lot with the topics of service, top-notch service and the question of why guests identify with a particular hotel. The personal I.D. card of every hotel is in the level and recognisability of the services it provides to its guests. It is much easier for management and employees of hotels that belong to some of the chains to position themselves on the market, because they already have an I.D. card created for them, which is a major challenge for independent hoteliers who have to create their own I.D. in order to become unique and inimitable, and in order to exceed the expectations of guests.
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BUSINESS MIONICA
TOWN MADE To Measure
In the foothills of the proud mountains of Suvobor and Maljen is a picturesque area that warmly welcomes everyone who visits this jewel of Western Serbia. The Mionica area is opening its doors wide in a desire to present all the wealth gifted to it by nature and its rich history
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ll those whose travels take them to the municipality of Mionica can enjoy the abundant benefits of pristine nature, rich history, preserved cultural heritage and the flavours of traditional dishes prepared superbly. 16 |
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VALLEY OF HEALING WATERS The municipality of Mionica sits on healing thermal-mineral waters, and in this sense it is a real pearl of Serbia, with springs of capacities that reach 200 litres per second and an incredible temperature of 37oC in some locations. The hot spring
water that’s known locally as “Miraculous Water” has an extremely positive effect on the human body, with beneficial impacts in the treatment of rheumatism, gynecological diseases, dermatological and ocular illnesses, anemia and kidney stones. Tourists can even swim in this water, which possesses a perfect balance of all minerals that are extremely important for the health of every human, at swimming pools in the spas of Banja Vrujci and Banja Lepenica, with the water of Banja Lepenica characterised by extremely high levels of sulphur that are suitable for treating skin disorders. IN PERFECT SYMBIOSIS WITH NATURE The harmony of man and nature is carefully preserved in the municipality of Mionica. For all those who’ve lost touch with nature, the ideal holiday involves swimming in the River Ribnica, reading a book whilst enjoying the rustling of centuries-old linden trees, or explore Ribnica Cave in the Ribica Nature Park near Mionica. The villages of Mionica and their hospitable locals offer walks through meadows filled with medicinal herbs, rich, traditionally-prepared spreads, a glass of cold spring water, traditional sweet syrups and plum brandy. This is the right place to feel nature within you and all around you. In the vicinity of the Ribnica Nature Park is a farmstead that houses the Museum of Stone and a House of Tea, where visitors can hear wonderful stories of nature recounted, drink a medicinal beverage or read a mystical recipe from 1856 carved into stone.
TOWN WITH A RICH HISTORY Mionica gained the status of a town (varoš) back in 1895 and has a special charm provided by its rich history and nurtured folk tradition. Mionica natives speak proudly of their famous fellow townsman, Field Marshal Živojin Mišić, who was born in the village of Struganik. The house representing the birthplace of this duke, who commanded the Serbian army masterfully during World War I, today proudly dominates the hilly countryside of Struganik and welcomes every visitor wanting to more closely acquaint themselves with the story of the warfare experienced by the Serbian army and the personality of this celebrated military leader, but also to walk through the environment and feel the atmosphere of a Serbian cooperative family from the late 19th and early 20th centuries. Visitors to this complex are greeted at the entrance by girls in traditional costumes offering
traditional cornbread cake and salt, while a traditional duke’s breakfast and the story of the life of Field Marshal Mišić is served in the old cellar.
A WORD FROM MUNICIPAL PRESIDENT BOBAN JANKOVIĆ With the opening of the Miloš Veliki [Miloš the Great] Highway, Mionica has an even greater chance to accelerate the development of tourism and an opportunity, in the period ahead, to stand shoulder-to-shoulder with the most attractive tourist destinations in Serbia. The focus of our activities is on increasing the quality of the tourist offer and attracting investors, who are offered special investment benefits by the Municipality. We are particularly proud of one project that has a significance which extends beyond local parameters. It is the multifunctional setting of the House of the Battle of Kolubara, the construction of which is set to begin in Mionica soon. Covering an area of 400 square metres, here visitors will be able – with the smell of gunpowder and the sounds of gunshots and shouting soldiers - to experience the Battle of Kolubara, one of the greatest battles in the history of Serbia. SEPTEMBER
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BUSINESS Photo: pozarevacinfo.rs
POŽAREVAC
VIKA THE MAMMOTH
MUSEUM City The most common associations with Požarevac in past decades were Milena Pavlović Barili, Viminacium and Vika the mammoth, horses and Ljubičevo, Zabela Prison, Slobodan Milošević, company Bambi and the famous ‘Plazma’ biscuits, while today it is one of the symbols of Serbia’s rapid development
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ituated between important road transport routes and three rivers – the Danube, Mlava and Great Morava – approximately 80 kilometres from Belgrade, is the city of Požarevac. The history of this city, which is the centre of the Braničevo District, dates back to 1467, while it made its first significant entry in the history books in 1718, when the Požarevac Peace Treaty, or the Treaty of Passarowitz, was signed 18 |
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between Austro-Hungary and Turkey. It experienced its own flourishing and golden age with the coming to power of Prince Milos Obrenović, who is responsible for the raising of the Cathedral of the Holy Archangels Michael and Gabriel (1819), the Palace-Residence (1825), the new čaršija bazaar (1827) and Ljubičevo (1860), the arranging of which was continued by Prince Mihailo Obrenović.
TOUR THE MUSEUMS AND MILENA’S MEMORIAL GALLERY The city itself is home to around 40,000 inhabitants, while its total population is double that with the inclusion of the surrounding villages and communities. Although life in Požarevac is generally very dynamic, the city becomes even livelier every summer, when many tourists arrive, but also locals who return after spending most of the year working
NATIONAL MUSEUM
abroad. The centre becomes a meeting point for visitors to numerous cultural and artistic events, the city park dominated by its monument to Prince Miloš Obrenović and the National Museum, which is the second oldest museum in Serbia – after Belgrade’s National Museum – and contains some relics of global significance, such as the Calamus pen that was used during Roman times for writing wax tablets. The National Museum in Požarevac manages 17 facilities in six locations. In addition to the main museum building, featuring a permanent exhibition dedicated to prehistory and antiquity, there is also a Museum of Cultural History, “The House of Peter Dobrnjac”, with an ethnological exhibition covering the development of the lives of Požarevac natives; the legacy “House of Miodrag Marković”, with a permanent exhibition of works by painters dating back to the Kingdom of Yugoslavia; the Tulba EthnoPark, featuring houses and furniture from the 19th century; the “Požarevac Treaty”, as an exhibition commemorating the peace treaty of 1718, and the City Gallery of Contemporary Art. In the vicinity of the museum is the house that marks the birthplace of painter Milena Pavlović Barili, which has been converted into a memorial gallery. Thanks to Milena’s mother Danica, who bequeathed the house to the City of
Požarevac in 1962, visitors to the gallery can enjoy a permanent exhibition of paintings and view personal items, furniture and the artist’s personal library. Founded in honour of the life and work of this major global artist, the memorial gallery has organised the Biennale “In the Light of Milena” for almost two decades, representing an artistic event that attracts interest from around world. THE CENTRE IS BEAUTIFUL, BUT THE PERIHPERY IS EVEN PRETTIER Located sightly further away from the city centre, on a hill of the same name, is the Čačalica Memorial Park, which covers an area of 28 hectares and is a favourite excursion area for locals, but also a veritable mecca for
an increasing number of tourists – as it offers panoramic views of almost the entire city from certains spots. At the top of the hill is the “Star” monument, while the park is also home to some rare plant species and numerous small animals. And while lovers of art and culture flock to the city centre, the areas surrounding Požarevac primarily attract lovers of history and archaeology, with the Viminacium archaeological site – located 12 kilometres from the city – standing out in particular due to its attractiveness. Viminacium was a Roman military camp and spent some time as the capital of the Roman province of Upper Moesia. It boasts numerous buildings and objects that recount the history of this ancient city.
ČAČALICA MEMORIAL PARK
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MILENA PAVLOVIĆ BARILI
This complex is open to visitors, who are most attracted to the skeleton of a mammoth female named Vika that dates back to the prehistoric Miocene Epoch. Vika is among the world’s oldest specimens of its kind. Apart from Vika, the palaeontological park known as ‘Mammoth Park’ also includes the remains of four other mammoths, called Socks, Trbuško, Đomla and Lenka, which are 180,000 years old. BOOK ACCOMMODATIONS FOR THE EQUESTRIAN GAMES Tourists don’t need to choose a specific time of year to visit historical and cultural monuments in and around the city, but when it comes to numerous events – including the most famous Ljubičevo Equestrian Games, the Milivoje Živanović Acting Celebrations, the Festival of Flowers, the Milena Pavlovic Barili Biennale – it is neccesary to check the calendar of the Požarevac Tourist Organisation. Coming up next are the Ljubičevo Equestrian Games, representing a tourism and competitive sporting event that has been organised during the first weekend of September since 1964 and which will this year take place from 30th August to 1st September, with its international competition encompassing regular equestrian games in multiple disciplines, including courier riding, mounted spear throwing, archery, mace 20 |
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Last year was the most successful year for the Tourist Organisation of the City of Požarevac since it was founded, while this year could be just as good – if not better – provided the trend continues
and sabre-cutting... There will also be hurdle jumping, galloping and trotting races, and demonstrations of stuntrider skills, but also a rich cultural and entertainment programme. Running from 5th November to 5th December will be the Biennale “In the Light of Milena”, while late November – from 25th to 29th - is reserved for the Živka Matić Meetings of Amateur Theatres Pomoravlje and Podunavlje.
Judging by the interest and announced arrivals of guests from home and abroad, it won’t be easy to provide sufficient accommodation capacities for everyone. According to the latest study, the city of Požarevac lacks around 500 beds for overnight visitors, but the data has since changed to make that shortfall even greater. This will be resolved... let the guests just come...
LJUBIČEVO HORSE GAMES
BUSINESS MILICA ALEKSIĆ, MANAGER, METRO HORECA CENTRE
THE CONCEPT OF GASTRONOMIC DIPLOMACY From The Perspective Of The Metro Horeca Centre The cultural value of food and the specificity of ingredients in a particular area, expressed through the tradition of dining, have in recent years played an essential role in the understanding of authentic lifestyles
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n the past, but also today, the need for food precedes the needs of diplomacy, opening up avenues of trade that have today been shaped by the global economic scene. Food was once a means of payment, while it today symbolises prestige and a special form of non-verbal communication, in which the provision of food and drink services has grown into the concept of gastronomic diplomacy. The gastronomic diplomacy concept is built on the specific foundations of the produce of national cuisine and the universality of experience during their consumption. Conceived as far back as the 1770s, when French gastronome Jean Anthelme Brillat-Savarin claimed that “the fate of nations has often been sealed at banquets”. The concept is old, but the terminology of the concept is new and emerges at a time when individual states and nations decide to incorporate gastronomy into their public diplomacy strategies. The term symbolises the ways in which
nations utilise food as part of their intention to promote their own culture and local food industry, to attract tourists and build national relations with the international public. Gastronomic diplomacy is an exceptionally powerful way of conveying the cultural assets of a nation through the presenting
values, identities and attitudes. In the hospitality sector, as a service industry, constant changes occur as a result of changes in life dynamics and technical and technological advancements. Considering the specifics and qualitative requirements of providing food and bever-
the need for food precedes the needs of diplomacy, opening up avenues of trade that have today been shaped by the global economic scene. Food was once a means of payment, while it today symbolises prestige and a special form of non-verbal communication, in which the provision of food and drink services has grown into the concept of gastronomic diplomacy
of national gastronomic products that illustrate tradition, the culture of nutritional values and lifestyles, thus conveying a certain symbolism. The symbolism of food can be used in the exchange of ideas,
age service in hospitality facilities, we at the METRO HoReCa Centre carefully select the professional novelties that we pass on to attendees of our training events, workshops, and other activities related to gastronomy. SEPTEMBER
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BUSINESS JAGODINA
MORAVIAN GEM Of Serbia
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hanks to its central location, Jagodina isn’t only at the heart of the Pomoravlje District and Central Serbia, but also represents the central point of Serbia, which will win over every visitor with its well-intentioned and hard-working people, rich cultural heritage, strong tourism and gastronomic offer, attractions and orderliness. This city that emerged at the foot of Đurđevo Hill, in the plain of the River Belica – the left tributary of the Great Morava – offers every visitor space to spend time in a highquality way and an unforgettable holiday. Depending on affinities and interests, everyone will find something for themselves.
Heading along Pan-European Corridor A-10, via International Highway E-75, at the point 136 kilometres south of Belgrade and 108 kilometres north of Nis, you will find the very centre of Serbia, the city of Jagodina
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the Faculty of Education (the remains of the Arborarium of Sreten Adžić) or, during the summer months, Kneginja Milica Street, which becomes a pedestrian zone during the evenings. All of this will combine to make your stay unforgettable. Musts for lovers of sacred art include visits to the Temple of the Holy Archangel Michael (endowment of Miloš the Great), via Jošanica Monastery and the Temple of the Holy Apostles Peter and Paul, to the Temple of St. John the Baptist in Končarevo. Architecture lovers will enjoy the construction projects of architects Dragiša Brašovan or Momir Korunović. Many visitors will find themselves intro-
Jagodina, as the central point of Serbia, will win over every visitor with its well-intentioned and hardworking people, rich cultural heritage, strong tourism and gastronomic offer, attractions and orderliness Lovers of water attractions will enjoy the first and most highly rated Aqua Park in Serbia, with seven swimming pools and a system of water slides covering more than 600 metres. Visit the only waxworks museum in Serbia, Tigar Zoo - the only zoo in Serbia south of Belgrade, the Museum of Naive and Marginal Art and the Homeland Museum. Stroll the city’s Potok-Đurđevo brdo Park (which tourism experts have dubbed part of the Garden of Eden), which boasts the first artificial waterfall in the Balkans, a system of fountains covering 122 metres and the Summer Stage (hosting free weekend shows for children, concerts and performances by eminent creators). Then visit the popular City Square, the Park of
duced for the first time to little-known details of the lives of Serbian greats connected with Jagodina (Princess Milica, Prince Miloš, Branislav Nušić, Đura Jakšić and others). Every visitor, traveller, passer-by or investor who comes, sees, experiences and familiarises themselves with Jagodina is filled with a desire to remain there permanently! All of the aforementioned, combined with a rich culinary offer and ample accommodation capacities, will ensure that visitors themselves confirm the famous maxim of the best-known native of Jagodina, world-traveller Jovanča Micić, which reads: “I toured the whole world, but something like Jagodina – I DIDN’T FIND ANYWHERE!”
BUSINESS ZORAN LJUBOTINA, DIRECTOR OF THE TOURIST ORGANISATION OF ZRENJANIN
WE CAN Offer A Lot This year’s Beer Days event exceeded the expectations of both hosts and guests. More than half a million people passed through Zrenjanin, hotels were full, as were most private accommodation capacities, and the atmosphere was wonderful
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renjanin locals always strive to outdo themselves, to provide as many contents as possible and to bring the best performers. However, as their desire is for guests to come throughout the entire year, even after Beer Days event, they are working seriously to enrich the tourist offer. You have just lowered the curtain on this year’s Beer Days event, which has been bringing hundreds of thousands of guests to Zrenjanin from elswhere in Serbia and Europe for 34 years. Are you satisfied? Zrenjanin has been a gathering place for lovers of beer and good times for decades, and that was the case this time as well. This year saw Zrenjanin residents and our guests entertained by Lepa Brena, Crvena Jabuka [Red Apple], Halid Bešlić, Alen Islamović, “Zana”, the Zrenjanin Philharmonic Orchestra, four of Serbia’s Eurovision representatives etc. Apart from the music programme, we organised numerous children’s, drama, sport, culture and art programmes at more than 40 locations. Judging by the atmosphere and the comments, everyone enjoyed the parade of majorettes, equestrian show, goulash fair, beer brewing symposium, fishing competition, archery
competition etc. Otherwise, the symposium on beer, brewing, brewery equipment and raw materials was held for the third time and attended by experts from around the world. Our idea is for the symposium to grow into a congress in the coming years, in such a way that Zrenjanin would also become a centre for congresses. For the third consecutive year, we also organised the Festival of Tradition and Culture, hosting our dear guests from Hungary, so visitors to the Beer Days were able to familiarise themselves with the gastronomic offer of our neighbours. We also had a sightseeing tour of the city from an open-top bus and the river, as we devoted one segment of the event to tourist boat trips around the River Begej. These contents also remain available after the Beer Days, as developing nautical tourism is another of our goals. Although guests who’ve attended the Beer Days event even once tend to return, tyou are also striving to attract new tourists to Zrenjanin. Are you doing serious work on that? Our aim is to enrich our tourist offer, and recently we’ve been doing a lot of work on the development of hunting tourism. In cooperation with the Hunting Association, we’ve arranged and equipped a shooting range that’s beside the road to Belgrade and purchased a machine for shooting flying targets. We believe that all prerequisites for organising hunter competitions in our city have no been met. When it comes to enriching the tourist offer, we always listen to the wishes and needs of potential guests, so from 5th July to 10th August, on the Friday and Saturday from 7pm
to midnight, we organised the “Korzo Fest”, with a variety of cultural activities, entertainment and children’s programmes on the main street. There is great interest in cycle tourism in Banat, so organised groups of cyclists are expected to start coming to our city soon, primarily from Germany, Slovenia and Austria. Few municipalities in Serbia can be raised by its number of villages in the way Zrenjanin can. Do you have a plan for the development of rural tourism? All of the 22 settlements on the territory of the municipality hide a rich cultural and historical heritage, ethno houses, salaš farmstead ranches, traditional events and other attractive contents that even many Zrenjanin locals have never heard about. In a desire to change that, we conducted a survey in the villages two years ago in order to determine the capacities and potential at our disposal. With the aim of promoting and popularising rural tourism, we organised the event “Banatska Bajka” [Banat Fairytale], a summer in the city garden, which ran from 5th June to 20th August. It was shown that there is a will to develop villages and rural tourism, but there are also certain obstacles that we’re working hard to overcome.
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