Focus on
FEatURED INtERVIEW Italy SEES
H.E. Luca Gori
Ambassador of Italy to Serbia
TRAVEL
EMIlIa ROMaGNa
A journey through the heart of Italy June
ECONOMICAL
GROWtH aND RESPONSIBIlIty IN SERBIaN-ItalIaN BUSINESS RElatIONS Romano Rossi President of the Confindustria Serbia
How diplomacy, business and shared culture shape a modern alliance
In this exclusive interview for Diplomacy & Commerce, H.E. Luca Gori, Ambassador of Italy to Serbia, reflects on the long-standing ties between the two countries, from historic diplomatic landmarks to modern-day business, science, and cultural exchanges. Drawing on his distinguished diplomatic career in Moscow, Brussels, and Washington, Ambassador Gori offers insights into Italy’s unwavering support for Serbia’s EU path, the evolution of bilateral economic cooperation, and the shared Mediterranean spirit that makes him feel at home in Belgrade.
I want to begin this conversation by inquiring about your diplomatic career. You have served in key positions from Moscow to Washington to Brussels. How have all these experiences shaped your approach and perspective in diplomacy?
Well, to a large extent, because I had the opportunity to serve in different countries and politically significant contexts, both for Italy and for Europe’s relations.
In particular, I spent the early years of my diplomatic career in Moscow, and I remember the Russian culture very clearly, as well as the importance of
that stay in understanding Europe from a unique perspective. This perspective is that of a European country with a significant Asian dimension.
Then, in Brussels, the experience was primarily focused on the European Union, as I worked for the Italian delegation to the EU. So the most important aspect of that posting was learning how the EU works — or doesn’t work.
WE MUST MOVE FROM TRADITIONAL SECTORS TO THOSE WITH HIGHER TECHNOLOGICAL VALUE TO KEEP PACE WITH SERBIA’S ECONOMIC DEVELOPMENT
But for all of us European diplomats, that European experience is genuinely essential. And then in Washington — I think that’s an extraordinary experience, because in Washington you see how the international agenda is shaped, how the main priorities are defined — not only for the U.S., but for the world. So from a professional point of view, it’s a remarkable experience.
All in all, from Moscow to Brussels to Washington — when you’re a diplomat, you travel, you live abroad, and you gain a deep understanding of how important it is to embrace different perspectives, to establish dialogue with those who come from other cultures, who have different interests they are defending. And that, I believe, is the most important lesson I’ve learned — the importance of respecting other people’s cultures, interests, and ideas.
I would also like to ask you how these experiences compare to your current posting in Serbia. Are there any similarities, or perhaps some apparent differences?
Every country, every capital or posting is different. Here in Serbia, what I truly appreciate is the warmth people show toward Italy. One of the first things I notice when I introduce myself to a Serbian guest or friend is a smile, which tells me that Italians are very well received in this country. My experience here in Serbia has been excellent in many ways.
KNOWING
There is also a shared history between Italy and Serbia that may not be familiar to all our readers. In 1879, an Italian diplomatic mission was opened in Belgrade — a key milestone in Serbian-Italian relations. This was also influenced by political changes in Italy and the legacy of the so-called Risorgimento. How did that historical moment shape both cultural and diplomatic ties?
It was a pivotal moment for Italy and its foreign policy. We established a diplomatic mission in Serbia just one year after the Congress of Berlin. That highlights the significance we attached to our policy toward the Balkan region. The opening of a mission here in Belgrade marked an increased importance of this region in Italian foreign policy.
Indeed, that was a very significant moment for our bilateral relations. And of course, everything followed from there, including the construction of this embassy between 1924 and 1926. It is, I must say, a beautiful building, but also a testament to the value we place on our relationship with Serbia. Last year, we celebrated the 100th anniversary of the Italian Embassy’s construction in Belgrade.
But since that moment, we have been working to build ties and relationships with Serbia across all sectors. I remember — if I may quote the great Serbian diplomat and writer Crnjanski — that in 1921, he travelled to Italy. He went to Tuscany, which happens to be the region I come from. In his travel journal, titled “Love in Tuscany,” he wrote that he had travelled to Italy, specifically to Tuscany, to establish visible and invisible connections between the two peoples and their respective countries.
And that is what we as ambassadors try to do when we are abroad. That is what I am trying to do here in Serbia — to build both visible and invisible connections with Serbia, across all possible sectors.
In the past, you’ve written essays on foreign policy and international relations. How has your academic background influenced your work in diplomacy?
I genuinely enjoy combining diplomatic activity with intellectual engagement. I strongly believe in the importance of bringing a historical perspective to diplomatic work. Today, we don’t study history nearly enough. And very often, we’re surprised by things happening around us — we tend to think they emerged out of nowhere. But that’s not the case.
There is history, there is context. And understanding that history and geopolitical context are essential for any diplomat to grasp what they are doing truly and to shape the kind of policies that are needed. So the two go hand in hand — one doesn’t work without the other? At least for me, yes. I believe in
combining the academic dimension with diplomatic practice.
Given your experience working on EU-related matters, how do you view Serbia’s path toward European Union membership? And what role can Italy play in supporting Serbia in reaching that goal?
As you know, Italy is probably the EU member state most committed to accelerating the enlargement process toward the Western Balkans — and particularly toward Serbia. In recent years, we have consistently led efforts in Brussels to persuade others that moving in this direction is essential. Today, we must acknowledge that a new momentum is emerging surrounding the enlargement process in the Western Balkans.
It’s important not to miss that momentum. It’s also crucial for Serbia to seize this opportunity, which includes, for example, the opening of Cluster 3. That is a technical step, but one with significant political meaning. What we are trying to do now is to encourage Serbia to adopt the necessary reforms to move forward in the integration process. That includes, for instance, the adoption of media laws, which are expected to be discussed in Parliament in the coming weeks.
That also means working in favour of media pluralism, fighting corruption, and passing key legislation related to the electoral process. These are the things being asked by the President of the European Commission. They were also raised by Commissioner Várhelyi, the President of the European Council Charles Michel, and Kaja Kallas during their recent visit to Belgrade. These are the points they strongly emphasised in their discussions with Serbian officials.
Serbia and Italy are known for their highly successful economic partnership. There are currently more than 1,200 Italian companies operating in Serbia. How do you see this relationship developing in the future? We have to evolve. Many Italian companies arrived in Serbia after the year 2000, particularly during the first decade of the 21st century. And of course, at that time, Serbia was a very different country. Today, Serbia is no longer a low-cost country. If you want to invest here, you must consider several key factors.
For us — and especially for me, as ambassador here — my role is to help our companies understand that this is a country transitioning from a lowcost model to one with a different kind of industrial and economic environment. Now we need to invest in new sectors that have a more advanced technological component. We must transition, so to speak, from traditional sectors to new ones to remain aligned with Serbia’s evolving economic development.
Are there any projects or initiatives in that regard that you would like to highlight?
Over the past two years, we have organised three business forums — two here in Serbia and one in Trieste. The most recent one took place on January 31 of this year. Serbia is the only country with which we have organised three business forums in just two years, which says a great deal about the importance we place on our bilateral relationship. It also reflects the strong interest within the Italian business community in this region, and especially in Serbia.
We have also strengthened the institutional presence of what we call the “Italy System” here in Belgrade. We now have Cassa Depositi e Prestiti, our development bank, which has opened an office in Belgrade. We also have SACE and SIMEST, our key financial institutions. We therefore have a robust institutional framework in place in Belgrade to support investments and bilateral trade between Italy and Serbia.
— IT’S A EUROPEAN
You mentioned trade, and it is reported that the annual exchange exceeds € 4.5 billion. Which sectors do you consider the most promising for cooperation?
At the business forum we organised, we mainly focused on three sectors: agriculture — particularly agribusiness — as the first; green and energy transition, as the second; and finally, digital and other types of infrastructure. These are the sectors we see as the most promising for strengthening the bilateral relationship between Italy and Serbia.
In the years following the COVID-19 pandemic, scientific cooperation has played a crucial role, not only between Serbia and Italy but also globally. However, the best examples of that cooperation for our two countries are, of course, the scientific forums held in Belgrade and Trieste.
Do you believe these activities are shaping the future of bilateral cooperation between Serbia and Italy? And what new potential has emerged in that regard?
I am very proud of the scientific cooperation we’ve developed between Italy and Serbia. As you rightly mentioned, we have organised two scientific forums and succeeded in bringing together a large number of Italian and Serbian scientists. On those occasions, we launched many joint projects and signed numerous agreements and memoranda of understanding. Specifically, we signed a bilateral agreement on technological innovation between Italy and Serbia.
We have established highly productive cooperation with all major scientific institutions in Serbia, including the Institute for Artificial Intelligence in Novi Sad and the BioSense Institute, as well as with the country’s science and technology parks.
I’ve visited all of these parks. They have, for instance, established cooperation with the Area Science Park in Trieste and the Human Technopole in Milan. So we’ve truly made an effort to build consistent collaboration among all these different institutions.
IT
Let me also mention that one of our goals in the coming months is to open an Italy–Serbia innovation centre in Niš. This is a process still in progress, but I’m pretty confident that we’ll be able to realise it by the end of the year.
Of course, I wish you the best of luck with that, and I truly hope it comes to fruition. Now, there’s a topic that always comes up in both Serbia and Italy — and that’s football. There’s a strong connection between Serbian and Italian fans. We’ve seen Serbian players in Italian
clubs — the most recent example for my generation would be Vlahović — but also Italian coaches working in Serbia. What role do you think sport can play in diplomacy?
A very important one. Notably, the Italian Ministry of Foreign Affairs has a dedicated department for sports diplomacy. So today, sports diplomacy is officially part of our institutional approach.
So, it’s officially part of the structure?
Yes, it’s officially part of our institutional approach to foreign policy and diplomacy. Our Foreign Minister, Antonio Tajani, places a great deal of emphasis on sports diplomacy. And here in Serbia, as you mentioned, it’s pretty natural — because we have so many ties, not only in football, but also in basketball, volleyball, water polo, and tennis. There’s truly enormous potential for bilateral relations in these areas as well. In the past, we’ve organised several events related to sports diplomacy.
Let me specifically mention the Partita del Cuore, as we call it — a football match between the Italian national team of actors and singers and the legendary veterans of Red Star Belgrade. We held that event in Belgrade, in collaboration with Intesa and the Novak Djokovic Foundation. All the funds raised from that event were used to build a kindergarten in Raška.
As you already mentioned, you were born in Tuscany — in Florence, if I understood correctly. That city is renowned for its art, history, and rich culture. Is there something from Florence that you would like to bring to Belgrade?
I would say Florence can preserve the beauty of its old city — the beauty of tradition — while also embracing the need to modernise its way of life and the city itself. That’s a major challenge for Florence, but also a significant challenge for Belgrade. We see many new developments in this city.
There are strong efforts to modernise, but at the same time, you must preserve your identity and cultural heritage. I believe we’ve succeeded in that in Florence, and I hope it can serve as an example for Belgrade.
When it comes to Italy, we can’t help but mention wine. Serbia also has a rich winemaking tradition. What role can Italian wines play in the Serbian market, and what potential do you see for future cooperation between Serbian and Italian winemakers?
I am definitely one of the sectors where our cooperation is growing, and it’s also an area where Serbia is making remarkable progress — I can confirm that. Italy exports around 8 million euros worth of wine annually to Serbia. Alongside France, we are the top wine exporters in the EU.
We participate in the “Wine Vision” fair every year in Belgrade, which is truly a fantastic event. Each year, we host around 50 to 60 Italian companies, particularly from Verona, and the Vinitaly fair — the world’s most renowned wine exhibition. So, at the Wine Vision fair in Belgrade, we are very well represented.
Of course, Wine Vision is not just an opportunity to sell wine, but also to establish partnerships between Italian and Serbian producers or exporters. It’s also an excellent opportunity to educate the public about different types and qualities of wine.
To that end, we’ve organised — and will continue to manage — masterclasses in wine tasting, which is an activity we’re committed to continuing in the future.
Naturally, I also believe there’s potential for developing joint projects. In Italy, wine is deeply linked to tourism. In many regions, visitors can enjoy not only nature — for example, the countryside around Florence — but also fine wine and good food.
ITALY IS THE EU COUNTRY MOST COMMITTED TO ACCELERATING SERBIA’S PATH TO EUROPEAN INTEGRATION
Therefore, combining these types of experiences and transforming them into attractive offers for tourists is crucial for Italy, and I believe it’s equally relevant for Serbia. This is a sector where our two countries can truly work together.
One last question — I’d like to ask: What are your favourite places in Belgrade since you arrived here? And what aspects of Serbia do you enjoy the most?
There are many places I enjoy here in Belgrade. First of all, what I like about Belgrade is that, on the one hand, it’s a European capital — I feel at home here. On the other hand, it’s not just a Western European capital. It’s a city where you can find many different “East(s)” — the East of Russia, the East of China, the East of Turkey, of Israel, of the Emirates...
That mix is genuinely fascinating to me. Additionally, I enjoy various other spots. For example, if I want to be active, I go to Ada Ciganlija to play padel. If I want to relax and take a walk, I go to the riverbanks — along the Sava or the Danube. I might go to Dorćol for a coffee or a meal.
Or just here around the embassy, in Savski Venac or Vračar — I like this part of the city. So it depends on what I’m doing, but I genuinely enjoy Belgrade and life in Serbia.
What I also love is that there are so many cafés and restaurants, and the culture of socialising here is very similar to what we have in Italy. We enjoy spending time together, whether it’s over coffee or a meal with friends. I genuinely feel at home.
A closer look at how Italian companies are navigating challenges, promoting sustainability, and deepening cooperation within Serbia’s evolving market landscape
In this interview, Romano Rossi, President of Confindustria
Serbia, reflects on the evolving nature of Italian-Serbian economic cooperation, highlighting the shift from traditional manufacturing to IT and services. He discusses how Confindustria supports its members in navigating local challenges, embracing ESG standards, and fostering responsible business practices, while outlining future initiatives aimed at strengthening bilateral partnerships and ensuring long-term sustainability in Serbia’s business environment.
How do you assess the current level of economic cooperation between Italy and Serbia, and which sectors hold the greatest potential for further development?
There is still an excellent level of economic and commercial partnership between Italy and Serbia. However, over time, it has shifted from being primarily manufacturing-based to focusing more on IT and service sectors. Although this is a natural evolution that follows a global trend, I consider this shift a weakening of the kind of value Serbia could have offered to European Union countries.
Recent closures, such as those of Geox and the possible one of Benetton, have created significant pockets of unemployment that should be avoided. Therefore, attention must be paid to the constant rise in wages (now occurring annually), as it could lead to recession rather than greater prosperity, contrary to the intended goals.
ROMANO ROSSI President of the Confindustria Serbia
A MODERN ECONOMY CANNOT EXIST WITHOUT RESPONSIBLE AND SUSTAINABLE BUSINESS PRACTICES, BUT THEY MUST ALSO BE ECONOMICALLY VIABLE
How does Confindustria Serbia support its member companies in achieving their business objectives and integrating into the local Serbian community?
We act in various areas. For potential investors looking to enter the Serbian market, Confindustria provides significant support in gathering all the necessary information to move forward, covering bureaucracy, customs,
optimal locations, potential incentives, local partners, as well as technical, accounting, and tax-related aspects.
For companies already operating locally, we play a key role in facilitating connections between businesses and authorities at all levels—both local and national—and can directly intervene in issues related to dayto-day operations (such as tax and customs matters).
Moreover, as part of our activity plan, we organise essential seminars that help ensure development is aligned with current business principles, such as ESG criteria implementation and other key topics.
Finally (though certainly not least), as an association, we have the strength to negotiate agreements with major players in the local market, enabling us to offer economic benefits to all our members.
ESG Lab has been recognised as an important initiative for raising awareness about sustainable business practices. What have been its results, and how have member companies responded?
It is certainly a very topical issue today, but it must be given the right consideration within the proper context. On one hand, there is no denying that the principles of sustainable growth and “fair” corporate governance are fundamental in 2025. On the other hand, the economic sustainability of businesses, particularly small and medium-sized enterprises, must also be taken into account.
The costs of fully complying with ESG criteria could, in some cases, be high enough to jeopardise the survival of a company.
Therefore, our current efforts are focused on initiatives that can help channel the necessary funds into companies’ budgets to support this transition, such as non-repayable grants tied to specific ESG objectives or longer timelines for converting production facilities.
ESG stands for Environmental, Social, and Governance, encompassing growth, motivation, and respect for the environment, but it must remain a realistic and economically sustainable goal for companies.
In what ways do Italian companies in Serbia contribute to social life, particularly in areas such as education, youth employment, and support for local communities?
In general, conducting business also involves participating in the country’s social and cultural life. In this regard, Confindustria is constantly present within universities, with which we have established an ongoing collaboration and exchange program. One of our board members is specifically delegated to manage relations with educational institutions, including both primary and secondary schools, as well as universities. Our associate members also actively and willingly participate in the life of the local communities where they operate, through sponsorships or patronage of events, thereby contributing to the development and growth of various regions.
What are the primary challenges Italian companies encounter on the Serbian market, and how does Confindustria Serbia assist them in overcoming these obstacles?
Challenges are closely tied to the sector in which a company operates. In manufacturing, the primary challenge is mitigating the continuous rise in wages by implementing more efficient production processes. In the services sector, companies face a shortage of already skilled personnel, which makes internal training a necessary investment. Common challenges across industries include transportation, customs procedures, and bureaucracy.
In all these areas, Confindustria serves as a reliable point of reference, providing concrete support by intervening with the relevant authorities, initiating beneficial cooperation with ministries (such as in the current issue regarding road transport passing through Croatia), and generally assisting its members in all activities related to these matters.
IN MANY CASES, THE LINE BETWEEN ITALIAN AND SERBIAN COMPANIES IS BLURRED, AND THAT CLOSENESS IS ONE OF THE TRUE ENGINES OF SERBIA’S ECONOMY
What role does Confindustria Serbia play in promoting socially responsible business practices among Italian investors?
Our recommendations to member companies are to apply the principles consistently promoted by Confindustria’s headquarters in Rome, which represent a core value of the association: workplace safety, dignified treatment of workers, full compliance with wage regulations, adherence to the principles of the Minimum Living Wage (MLW), and a strict prohibition of child labor. We also encourage our members to invest in audits conducted by
accredited firms to ensure that these fundamental standards are consistently implemented and respected.
What activities and projects do you plan to implement soon to strengthen cooperation between Italian and Serbian companies further?
We have a very full agenda of activities, many of which are designed to strengthen cooperation between the two countries. I wouldn’t draw a strict distinction between Italian and Serbian companies, as in many cases the two concepts merge: Serbian companies with Italian participation, joint ventures, or Italian companies with Serbian governance.
It is precisely this closeness and dynamic interaction that we view as one of the primary drivers of the Serbian economy, within a broader vision of a mutually beneficial situation for both parties.
23 MAY 2025
Afashion show, “E’ di scena l’alta sartoria,” was organised in the residence of the Italian Embassy on May 23rd in Belgrade, during which the Italian Ambassador to Serbia, H.E. Luca Gori, discussed the export of the Italian fashion industry worldwide, which now exceeds € 80 billion.
The event aims to strengthen the bond between Italy and Serbia, presenting Italian creativity and savoir-faire, especially in the field of custom-made fashion. The show gave visibility to participating artisan companies through the production of photo and video content.
The owner of Studio Zeta, one of the most influential fashion salons in the world and a coorganiser of this show, Mauro Galligari, stated that they have brought together five incredible fashion studios that represent the best Italian products.
The traditional celebration of Italy’s Republic Day was held on July 3rd at the residence of the Italian Ambassador to Serbia, H.E. Luca Gori. The event was attended by numerous guests, including First Lady Tamara Vučić, Serbian Prime Minister Đura Macut, as well as a large delegation of ministers, including Foreign Minister Marko Đurić and Defence Minister Bratislav Gašić.
Also present were representatives from the National Assembly of Serbia, civil society, business, culture, and sports, as well as the Italian community living in Serbia.
The celebration was an opportunity to promote Made in Italy in all forms: from car design to cuisine, from wine to music and art. The celebration was preceded by the “Days of Italy in Belgrade” initiative, which, in collaboration with the Madeleine Palace of Arts, promoted Italian culture through a series of threeday concerts and art workshops.
The evening was brightened by the musical performance of the Mixed Choir of the Artistic Ensemble of the Serbian Ministry of Defence “Stanislav Binički”, which performed the national anthems live.
In the packed residence of the Italian Ambassador, as part of IFIB – Italian Fashion in Belgrade, a manifestation dedicated to promoting Italian fashion in Serbia initiated by the Embassy of Italy in Belgrade in cooperation with the Italian Cultural Institute, a special fashion event was held last night in honour of the Italian fashion icon Luisa Spagnoli. The Italian Embassy organised the event in collaboration with the agency Fabrika.
A large audience enjoyed a rich programme, which included the promotion of the novel Luisa, the latest work by journalist Paola Jacobbi, winner of the 2025 Bancarella Selection Prize. The book tells the story of Luisa Spagnoli, a pioneer of Italian entrepreneurship, founder of Perugina and the fashion house Luisa Spagnoli, who made a remarkable contribution to the modernisation of Italian society.
The highlight of the evening was the Luisa Spagnoli fashion show, showcasing a stunning Spring/Summer 2025 collection that delighted the guests. Each design was met with enthusiastic applause as models paraded in elegant pieces crafted from the finest fabrics – shimmering silk, delicate knits, chiffon, and lace. The colour palette transitioned from black to navy, green, blue, pink, fuchsia, yellow, orange, and finally white – like an impressionist painting coming to life.
If travel is a way of life, then a road trip through Italy’s Emilia-Romagna region is a true song of freedom
Travel is the most beautiful excuse to escape the familiar and step into something that changes us from within. It’s a way to listen to ourselves, to shift perspectives, to fall in love with places we never planned to call home – but somehow return to in our thoughts.
For many, Italy is synonymous with beauty. But Emilia Romagna is its beating heart, nestled among old façades, the scent of ragù, golden mosaics, and sun-drenched beaches.
Once you set off by car from Serbia, everyday life quickly slips away. The road to this region winds through vineyards, rolling hills, and ancient highways that smell of pine and the sea. As the scenery changes, so does your state of mind – from haste to slowness, from planning to surrender. EmiliaRomagna doesn’t ask to be visited. It invites you to live it. On its piazzas, under the shadows of arcades, on Adriatic sands, in the quiet of basilicas, and with a glass of Lambrusco.
This article is an invitation to pack your bag, fill up your tank, and set out on a journey that promises not spectacle, but the joy of discovery. And perhaps most importantly, the freedom to travel your own way.
Bologna is far more than a university town. With its red façades, endless arcades, and the world’s oldest university, it is the intellectual heart of Italy. Walk from Piazza Maggiore to the Asinelli Tower (if you dare to climb it!), but the true spirit of the city hides in its markets. Mercato delle Erbe, also known as the Quadrilatero, is a place where you can buy Parmigiano, balsamic vinegar, and mortadella directly from the source. A
EMILIA-ROMAGNA DOESN’T ASK TO BE VISITED. IT INVITES YOU TO LIVE IT
night in Bologna? Aperitivo in Via del Pratello – a street that never sleeps.
RAVENNA – A MOSAIC OF SILENCE
Less hyped but spiritually grand, Ravenna greets you with gold and silence. Dante is buried here. The mosaics from the 6th century speak louder than words. Basilica of San Vitale, the Mausoleum of Galla Placidia, and Sant’Apollinare Nuovo – these aren’t just monuments; they are meditations in stone and glass. Ravenna is where you slow down, where you watch the light bend across centuries.
RIMINI – THE ITALIAN WAY OF SUMMER
After a spiritual interlude, Rimini is here to stir you up. Long beaches, the gentle chaos of Italian seaside towns, and historical gems like the Tiberius Bridge and Piazza Cavour. By night, Rimini becomes an openair stage: the lights of nightclubs, the sound of waves, the scent of cocktails. From here, day trips to San Marino, Cesenatico, and Riccione are just a breeze away.
The drive from Serbia takes about 8 to 10 hours. The ideal route passes through Ljubljana (a perfect overnight stop) and then proceeds directly to Bologna. Spend 2–3 days there, continue to Ravenna (just an hour away), and then head down to Rimini and the coast. Plan for 7 to 10 days in total – a blend of urban, artistic, and seaside rhythms.
Emilia Romagna is like a perfectly composed opera – it begins intellectually, shifts into contemplation, and ends in a waltz by the sea. And all of it without losing the warmth and intimacy that makes you feel at home. Because Italy, like the coffee you drink there, knows how to look you in the eye and say: Benvenuto, stranger – but you’re already one of us.
June 2025