AMBASSADOR’S INTERVIEW HISTORY, SURVIVAL, AND THE FUTURE WE SHARE H.E. VOLODYMYR TOLKACH Ambassador of Ukraine to Serbia
CIP – Katalogizacija u publikaciji Biblioteka Matice Srpske, Novi Sad 33 Diplomacy & Commerce / glavni i odgovorni urednik: Dragan Nikolić, 2016, (mart)-.Novi Sad:
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FEATURED INTERVIEW SCIENCE, STRATEGY AND INNOVATION FOR A SMARTER SERBIA JOVAN MILIĆ Special Advisor to the Minister of Science, Technological Development and Innovation
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Guess Who’s Coming to Dinner
(part 2)
Six years after publishing my piece in this magazine, the situation has not improved regarding the presence of high-ranking Serbian officials at diplomatic receptions in Belgrade.
Guests at the reception in the lavish garden of the French Embassy were slightly uneasy, as the waitstaff had been instructed not to serve alcohol before the ambassador’s speech. The start of the speech was delayed by a full hour, as Ambassador Mondoloni was waiting for his highest-ranking guest, President of the Republic Aleksandar Vučić, who was late due to attending the opening of the first building in the “Belgrade Waterfront” complex. The Serbian Armed Forces Guard Orchestra performed “La Marseillaise” and “Bože pravde”, after which Ambassador Mondoloni delivered a speech on the importance of FrancoSerbian relations, particularly in a year marking the centenary of their joint victory in the Great War and reciprocal visits by Presidents Macron and Vučić. Following him, President Vučić gave a brief address, and the wine finally began to flow.
This is how I began my article for Diplomacy & Commerce in the summer of 2019. Since then, much has changed – two prime ministers, three speakers of Parliament, numerous ministers, and numerous new buildings have emerged in Belgrade Waterfront… However, some things have remained unchanged.
The presence of the President of the Republic, the Speaker of Parliament, the Prime Minister and Cabinet
members at diplomatic receptions has long been seen as a clear political signal. Diplomacy&Commerce’s data over the past nine years reveals a consistent trend regarding Aleksandar Vučić’s attendance, first as Prime Minister and later as President.
Until about a year ago, Aleksandar Vučić had regularly attended nearly every national day celebration hosted by Germany, the United States, France, Russia, China, as well as Europe Day. Over the past year, however, he has not attended a single one of these events, except for those in China. At the celebration marking the 75th anniversary of the People’s Republic of China in September last year, everyone was present – President Vučić, then-Prime Minister Miloš Vučević, Speaker of Parliament Ana Brnabić, and nearly the entire Cabinet.
This summer, his absence from the US Independence Day reception – an event he had never missed before – was particularly striking. Some attribute this to the fact that Ambassador Mark Brnovich has yet to arrive; others point to the cooling of Serbia–US relations following the “May events” in Florida.
Apart from last year, when he made a surprise appearance, Aleksandar Vučić has not attended a reception hosted by the United Kingdom, the sixth permanent member of the UN Security Council,
Tamara Vučić and Prime Minister Đuro Macut at Italy’s National Day reception
Minister Ivica Dačić and Patriarch Porfirije at the National Day of Russia reception
since 2012. The same pattern applies to Serbia’s neighbours and former Yugoslav republics. Not even the National Day of “brotherly Hungary” has ever been graced by his presence.
While the Speaker of Parliament Ana Brnabić and several ministers attended this year’s US Independence Day reception, only two ministers without portfolio – Tatjana Macura and Usame Zukorlić – showed up at the celebration of King Charles III’s birthday hosted by the British Embassy. Just a few days earlier, at the Russian reception, everyone was in attendance except President Vučić – Ana Brnabić, Prime Minister Đuro Macut, Patriarch Porfirije, Deputy Prime Minister Ivica Dačić, as well as a large number of other ministers.
In diplomatic circles, the absence of a single government representative at this year’s Canada Day reception was labelled scandalous – not even the two ever-present ministers without portfolio showed up. The same happened at the celebration of Sweden’s National Day at the White Palace – not a single Serbian minister attended. Yet neither Canada nor Sweden can be considered “less important countries” for Serbia, not in terms of trade, international influence, the presence of their companies in Serbia, or the size of the Serbian diaspora living there.
Six years ago, when I last wrote on this topic, similar outrage followed the complete absence of Serbian government officials from the joint Czech and Slovak Embassy reception marking the 100th anniversary of Czechoslovakia’s founding (2018).
On the other hand, at Egypt’s National Day reception – attended by Tamara Vučić, the wife of President Aleksandar Vučić – the turnout was notably different. Present were Prime Minister Đuro Macut, Foreign Minister Marko Đurić, and several other ministers, including Zoran Gajić, Boris Bratina, Aleksandra Sofronijević and Usame Zukorlić. A similar pattern was seen at Italy’s National Day reception, where Tamara Vučić again appeared alongside the Prime Minister and several members of the Cabinet.
Ambassadors have quietly remarked that such appearances seem to follow a rule: secure the attendance of Tamara Vučić, and you will almost certainly get at least four or five ministers thrown in as a bonus.
On Europe Day, 9 May, the entire top tier of government turned up – Speaker Brnabić, Prime Minister Macut, and nearly the full Cabinet –at the reception hosted by the EU Delegation. However, this was widely interpreted as a compensatory gesture, given that the “main guest”, President Vučić, was at that very moment on Red Square in Moscow. The implied message: “Despite that, we remain on the European path.”
Unlike his predecessor, Dr Zoran Radojičić, Belgrade Mayor Aleksandar Šapić does not attend any diplomatic receptions. The same applies to the Mayor of Novi Sad, Žarko Mićin, as well as his predecessors Milan Đurić and Miloš Vučević, who also showed little enthusiasm for such gatherings.
Provincial Prime Minister Maja Gojković now attends fewer receptions than she did in her previous roles as Speaker of Parliament and Minister of Culture – but still more often than her predecessor, Igor Mirović, who was completely absent from such events.
It is quite astonishing that, after all these years, no one in the Serbian government has thought to introduce some order into this matter – for example, by ensuring that each minister is responsible for attending at least two or three events per year, which would easily cover all the National Day receptions hosted by foreign embassies in Belgrade. It is entirely understandable that not everyone enjoys this type of public appearance, but for a government member, it should be considered part of the job, at least a few times a year. Many ambassadors take the absence of any minister at their reception as a direct slight from the host country.
Incidentally, that earlier-mentioned instruction to wait before serving alcohol is believed to be a response to a rather unfortunate local habit – guests at receptions tend to talk loudly during speeches delivered by ambassadors and other dignitaries. There is a general assumption that decibel levels are directly proportional to the amount of alcohol already consumed, which has led many organisers to adopt a strict policy: no rivers of wine until the speeches are over.
Robert Čoban
Tamara Vučić and Foreign Minister Marko Đurić at the National Day of Egypt reception
Speaker of Parliament Ana Brnabić, Deputy Prime Minister Siniša Mali and ministers at the US Independence Day celebration
History, Survival, and the Future We Share
From deep-rooted historical ties to today’s joint aspirations for peace, prosperity and EU integration – a Ukrainian perspective on diplomacy, resilience, and the bonds with Serbia
H.E. VOLODYMYR TOLKACH Ambassador of Ukraine to Serbia
In an exclusive interview for the “Diplomata” TV show, produced by Diplomacy&Commerce magazine in cooperation with Euronews Serbia, H.E. Volodymyr Tolkach, Ambassador of Ukraine to Serbia, spoke with our colleague Mijat Kontić about the shared history of Ukraine and Serbia, the challenges of war, Ukraine’s European aspirations, and the role of diplomacy in turbulent times.
One topic I would like to begin this interview with is your diplomatic career. You have served in various diplomatic postings, including North Macedonia, Iraq, Kuwait, and now Serbia. How have the diverse political environments in these countries influenced your approach to diplomacy? If we are starting with my diplomatic experience, I must say that I began my career with the OSCE mission in Georgia. I started as a peacekeeper in Georgia and Nagorno-Karabakh. In that sense, you could say that my entire life has been connected, directly or indirectly, to some form of conflict.
DIPLOMACY MUST BUILD PEACE, NOT IMPOSE SOLUTIONS
This diplomatic experience provided me with the opportunity to witness firsthand how people live and how peace can be preserved in the world. In my case, there was North Macedonia from 2001 to 2004 – the time of the first
Ohrid Agreements – followed by a posting in Iraq.
Based on all of that, I came to understand that the fundamental task of every diplomat is to maintain peace and never to impose anything. When we try to impose solutions on other countries, we violate one of the basic principles of international life – political independence. Therefore, the priority should always be to foster connection and cooperation between
nations, and to avoid giving anyone a reason for crisis or conflict. That has been the foundation I have tried to build throughout my life – in every position I’ve held, including here in Serbia.
Of course, it is natural that we have different perspectives on how to build our countries and shape international relations. But above all, we must strive for dialogue and shared interests.
A historical fact that many of our readers may not know is that Serbian settlers lived in the 18th century in two provinces of what is now Ukraine, known at the time as New Serbia and Slavo-Serbia. How does this historical connection between our peoples influence contemporary relations between Serbia and Ukraine? You see, it was only when I began to realise how much closer we are to one another than we might think that I truly started to understand our shared history. It’s not just about the two regions where Serbs once lived – it’s also about how similar the mentalities of our peoples are.
In that context, take the Serbian word graničar (border guard) – it closely resembles the Ukrainian Cossack. We both lived on the frontiers of the Ottoman Empire, and in both cases, we had to defend our lands. Your border guards and our Cossacks always stood firm. Our mentality and values are very much alike.
There are some truly fascinating stories. When Serbs lived in Ukraine in the 18th century, the area was called Slavo-Serbia. Sadly, it has now been completely destroyed by Russia. The administrative centre of Slavo-Serbia was Bakhmut. Another settlement, Myrhorod, was located near what is today Novosibirsk, also in Ukraine.
As I said, our mentality, our culture, and even our climates are quite similar. This gives us a unique opportunity.
Of course, history also has its darker chapters. For example, General Tekelija, an ethnic Serb, was responsible for destroying the Zaporozhian Sich, the stronghold of the Ukrainian Cossacks. On a more positive note, the last settlement of Ukrainian Cossacks – the so-called Banat Sich – was located in the area of Banat, here in Serbia, where Serbs also settled.
So, yes, we are truly close. Sometimes we talk about empires rather than people or places. Today, Russia tries to manipulate these terms – “the Russian Empire”, “we are brothers”, “Russia, Russia”, and so on. But we must re-examine this historical narrative. We must define our roles in
UKRAINIANS AND SERBS SHARE MORE HISTORY – AND VALUES – THAN WE REALISE
history – yours and ours – and the ties that bind us.
We actually tried to organise a conference on this topic last year. Perhaps we’ll manage to hold it this year, if the opportunity arises. But I do want to stress that our histories are deeply intertwined, and that the bonds between us are strong.
That covers history, but I’d also like to talk about the present. Ukraine is on the path to EU membership, just as Serbia is still negotiating its accession. Do the two countries – Serbia and Ukraine – share any common experiences in this process, and how might these shared experiences encourage greater cooperation between us?
This is one of the key questions and shared interests for the future. In this regard, our strategic goal of joining the EU offers a valuable opportunity for close cooperation.
Just yesterday, I met with your Minister for European Integration, Mr. Starović, and we discussed the next steps on that path – including the potential signing of a memorandum of cooperation. Serbia already has considerable experience in EU negotiations. We do not – but our entire recent history has been shaped by our struggle along this path.
The desire of the Ukrainian people to be part of Europe is incredibly strong. In this context, I believe that combining your experience with our determination will give fresh momentum not only to Ukraine, but also to Serbia. And not just Serbia – to Ukraine as well. This is truly fertile ground for future cooperation between our countries.
Could you tell us how the war in Ukraine has affected the urgency of EU membership and deeper integration with European institutions?
Let me try to reframe the question slightly. This entire war began because Ukraine – first and foremost, our youth and students – tried to return to the European path. It was later labelled the “Maidan,” or a “colour revolution,” but in fact, it was something else entirely.
Everything started when our students initiated the process, after then-President Yanukovych turned away from the EU and pivoted toward Russia. In doing so, he broke every promise he had made when elected. When Russia – or rather the Kremlin clique, or junta, however one may call it – realised that Ukraine would not abandon its European path, they started this war.
It began with the aggression and annexation of Crimea, followed by the war in eastern Donbas. We tried to resolve the situation through negotiations, but unfortunately, in 2022, Russia launched a full-scale invasion of Ukraine.
However, over these past ten years–or more-the desire for European integration among the Ukrainian people has only grown stronger. In any case, we are determined to complete this journey. Sadly, it is very difficult to do so under the conditions of Russian aggression and occupation, but we are working diligently.
And I believe this will ultimately serve as a powerful example – both for us and for our friends who are also EU candidates and are pursuing the same path.
One of the things Serbia has become known for recently is its attempt to maintain neutrality in global conflicts. This was most evident in the recent case of Serbia changing its vote in the United Nations General Assembly – from “in favour” to “abstain” – regarding the resolution on Ukraine and the defence of its territorial integrity. How do you view the Serbian government’s position on the war in Ukraine?
We highly appreciate Serbia’s efforts in the humanitarian sphere. That is something we understand and acknowledge.
At the same time, Serbia has its own foreign policy and is trying to
strike a certain balance between the sides – I mean between Russia and China on one hand, and the Western countries on the other. I understand how difficult that is to achieve. However, I would like to point out that we need to be clearer in international organisations, because, above all, every vote in such bodies provides an opportunity either for the aggressor or for us to convey certain information and perspectives to other countries.
For instance, Russia has used chemical weapons in Ukraine over 4,000 times. Yet at the same time, it is seeking to rejoin the Executive Council of the Organisation for the Prohibition of Chemical Weapons. It is the same situation in other countries and international bodies. We want to isolate Russia and prevent it, as the aggressor, from having any say in these organisations. Even if they are members, they must not be allowed to influence their work.
In this context, we kindly ask Serbia, in particular, to support us. We believe this is a very clear example: those who violate the rules and use chemical weapons cannot be in charge of such organisations. The same applies to the United Nations and other bodies – for example, the Council of Europe, which expelled Russia precisely because it violated the organisation’s principles on humanitarian matters and the rule of law.
We would like to see similar steps taken in other cases as well. That is why we would greatly appreciate it if Serbia reconsidered its position.
In the past, you have commented on the strong presence of Russian influence in Serbian media. How do you counter disinformation about the war in Ukraine that appears in Serbian public discourse?
What I can say is that this is a historical issue. I don’t wish to offer sweeping observations or debate why Russia features so prominently in your mass media. But today, that is the reality.
It is extremely important for all of us to understand where the freedom of mass media begins and ends – and where propaganda starts. For instance, in Ukraine, we also suffered losses in this regard. By respecting human rights principles, we gave freedom to Russian mass media,
EU INTEGRATION IS A MUTUAL GOAL AND A SPACE FOR COOPERATION
especially in the eastern and southern regions. But Russia used that opportunity – it exploited shared human rights standards to push propaganda.
I believe we must do much more to counter propaganda. We need to give the citizens of Serbia, just like the citizens of Ukraine, the opportunity to choose what they want to watch and how they want to act. Honestly, though, this can only be achieved in peaceful circumstances.
Once peace is restored in Ukraine, we will be able to do that. The same goes for Serbia –if you give people the opportunity, and I thank you for giving me the opportunity to express my views on all of this, I think things would be better, because the people of Serbia want to hear all perspectives and viewpoints on these matters.
One topic that has become a major global issue is the approach of the newly appointed Trump administration and its stance on Ukraine and the war. Just a few days ago, the United
States signed an agreement with Kyiv on sharing part of the profits from the sale of Ukrainian minerals, as an incentive for Americans to invest in Ukraine’s defence. How do you view this approach by the US administration? Does it suggest a shift in policy – or is it something that was to be expected?
All of us – all our governments, particularly in democratic countries – primarily seek to secure benefits for our societies and citizens. I don’t wish to say anything negative about the approach of the new Trump team in the White House. But for us, in the context of Russian aggression against Ukraine, this is a highly sensitive issue, because every shift in position and every change in foreign policy – especially by the United States – comes at the cost of blood and lives of our soldiers.
As for this resource agreement, you mentioned – we are living in a new era, a time when globalisation has reached an immense level. Today, when we speak of any country, all countries are, in some way, involved in the
process of deciding how to live and how to participate in joint production in this world.
Sometimes I wonder – in the case of Mariupol, for example, had Azovstal, our vast steelworks, been under joint ownership with the US, Germany or China, would Russia still have launched this aggression? I know there are similar examples with some of our plants in Dnipro, Zaporizhzhia and other cities.
That’s why I believe we must demand stronger commitments from our partners – but we also need to integrate our industry and our resources into the global system. In this case, I haven’t seen all the details of this resource-sharing memorandum, but I believe it also protects the interests of my people.
Ukraine has continued to strengthen its economic ties with the EU despite the ongoing war. How do you see the potential for trade cooperation between Serbia and Ukraine – if not today, then in the future – particularly in areas such as investment, energy and technology? We absolutely need to take concrete steps in this regard. First and foremost, we must establish a favourable framework for our trade exchange. It’s no secret that
Ukraine and Serbia have been competitors in the agricultural sector. That’s why we need to negotiate and create a regime that allows both our exporters and Serbian exporters to benefit from a liberalised trade system.
We should establish a free trade zone and sign a free trade agreement – one that includes a smart approach to agriculture and other sectors. When it comes to technology, Ukraine has a great deal to offer Serbia – and Serbia likewise has valuable expertise to offer Ukraine. This is one area where we must act without delay, rather than postponing any further.
The same applies to the energy sector. Unfortunately, many of our major factories that produce turbines and other energy-related equipment are currently under bombardment in Kharkiv and other cities. Still, we now have an opportunity to export not just products, but the technology behind them, to other countries. And we must seize that opportunity.
We organised a business forum last year, but we need to hold such events more frequently. At this point, we are trying to accelerate our bilateral relations and encourage the chambers of commerce to be more proactive.
In 2023, former Serbian Prime Minister Ana Brnabić stated that more than 40,000 Ukrainian refugees were residing in Serbia. What is the Ukrainian Embassy doing to support their integration, and what mechanisms have been put in place to help them adapt to Serbian society?
This is a very sensitive issue for us, because – and I must reiterate this – we will always remember your support for our people. I recall my first visit with your President, Mr Aleksandar Vučić, to Vranje, where some of our refugees were accommodated. We are deeply grateful for that, as the conditions at the centre in Vranje are excellent – among the best in the region – and your country enabled our citizens to live there with dignity.
However, we also need to provide something more – the opportunity for employment. Only the elderly or mothers with young children can manage without work; the rest of the people must have a chance to earn a living. In that sense, we especially appreciate what IKEA has done – they opened up opportunities
DON’T FOLLOW ONLY ONE CHANNEL OF INFORMATION
for our citizens to apply for jobs and work at their facilities near Belgrade. Some of our nationals have also settled in Vojvodina and found employment there.
That said, this continues to be a challenge for us. As you mentioned, Ana Brnabić cited the figure of 43,000 refugees – but today, only around 1,500 remain in Serbia.
Have you encountered any personal stories from Ukrainian refugees in Serbia that particularly moved you?
I could show you a few photographs after this interview. I was truly shocked by the story of one family from Kharkiv. They arrived at the centre in Vranje by car – not some specially equipped vehicle, just an ordinary Daewoo. That car was riddled with Russian bullets. It had no windows, and there were holes all over from gunfire. What struck me most was that these so-called Russian soldiers had even aimed at the fuel tank.
It was a family – two women, a mother and daughter, with a young girl. They stayed in Vranje
for almost a year, and have since relocated to Canada. But I was deeply affected by the thought of how two women and a child managed to make that perilous journey in a bullet-riddled car.
I also met other Ukrainian nationals who have been living in Vranje for over a year. They keep asking me, “How can we work? Where can we find jobs?” They cannot just sit there with no employment or prospects. Some of them have now moved to Novi Sad, where they started a small business producing clothing and selling it in Belgrade.
To me, that is a positive sign –they have not given up; they are trying to live. But it is also very important for us to bring them back to Ukraine. After the war, we will have a monumental task of rebuilding. Many of our cities have been completely destroyed. As I mentioned earlier, Bakhmut no longer exists, and Mariupol, along with many others, has been partially or totally levelled.
That is why we will need a strong workforce. And in that sense, I take this opportunity to call on your companies
– especially those in construction – to take part in the future reconstruction of Ukraine.
What message would you like the Serbian people to take away from Ukraine’s fight for survival?
First and foremost, never rely on just one source of information. When people say this is a battle between East and West, understand that it is not. This is not a conflict between East and West – we are simply trying to defend our country. Everything else is propaganda.
Secondly, don’t listen to or attempt to defend principles that are not clearly defined. For example, I see no difference between fascism, the so-called Aryan nation, and what is now being called the “Russian World.” The Aryan nation was Hitler’s creation – he gave one nation greater rights over others. Similarly, today, some Russian ideologists are trying to give more rights to Russians and claim they are building a “Russian World.” But that is no world of peace – it’s something else entirely. If even a single child dies in that struggle, it means that the whole ideology is worthless. Zero. So – be cautious. Above all, we must fight for our families and for the lives of all people in this world.
Science, Strategy and Innovation for a Smarter Serbia
Aligning national priorities with global trends through diplomacy, research and regional engagement
JOVAN MILIĆ
Special Advisor to the Minister of Science, Technological Development and Innovation
In this interview for Diplomacy & Commerce, Jovan Milić, Special Advisor to the Minister of Science, Technological Development and Innovation and Chief of Staff, discusses how Serbia is aligning its scientific vision with international cooperation, digital transformation and green transition goals. From the eNauka portal to science diplomacy and personalised medicine, Milić sheds light on the country’s next strategic moves in research and innovation.
OVER 770,000 SCIENTIFIC RESULTS
NOW AVAILABLE VIA SERBIA’S NATIONAL ENAUKA PLATFORM
What are the latest developments regarding the “eNauka” portal – how many active users are there today, and what are the plans for improving access to scientific results?
For over two years now, the eNauka portal has served as the central digital platform for monitoring the scientific output of researchers and institutions in the Republic of Serbia. It is designed to provide
of the achievements of Serbia’s scientific community, fosters collaboration between research groups, and increases the visibility and impact of our research institutions and their results within the international scientific arena.
The Ministry is also actively working on finalising and launching a new digital portal focused on open research infrastructure. This new portal will provide a centralised overview of all scientific research equipment at research organisations in Serbia, which will be made available to both the scientific community and the private sector. Both projects have been developed with strong support from Minister Balint, which has proven to be a key factor in their successful realisation.
The Science Fund recently launched the “Green Programme for Science–Industry Collaboration” – how does this programme work in practice, and what are some key examples of successful implementation?
The “Green Programme” is an important step towards building a sustainable bridge between science and industry, to address the challenges of the green transition through research. The programme operates on a cofinancing model, where teams of researchers and industry partners jointly develop solutions in the areas of energy, circular economy, environmental protection and sustainable agriculture.
a unified overview of scientific production, research areas and the achievements of research organisations and their researchers.
At present, the portal stores data on more than 20,700 active researchers (who are also users) in Serbia, 206 research organisations, and over 770,000 scientific results. eNauka makes a significant daily contribution to the transparency and accessibility
One example of successful implementation is the project focused on developing biodegradable materials for the food industry, a partnership between the Faculty of Technology in Novi Sad and a domestic packaging company. Another is the project on energy-efficient systems in industrial plants, conducted in cooperation with the “Mihajlo Pupin” Institute, which demonstrates how scientific solutions can directly contribute to reducing CO2 emissions.
The Green Programme not only stimulates innovation but also raises environmental awareness among stakeholders. As a country, we are keeping pace with the evolution of our society – new generations of young, accomplished individuals have emerged. For many of them, the green agenda is a top priority.
The term “science diplomacy” is often highlighted. What does it entail, and how important is it for Serbia?
Science diplomacy refers to the strategic use of science, technology and innovation to strengthen international relations and achieve foreign policy objectives. It is a bridge between the laboratory and the negotiating table – a bridge that connects scientific excellence with the contemporary challenges of international politics. As one of the great diplomats, Harold Nicolson, once said: “Diplomacy is the management of international relations through negotiation.” In a similar vein, science diplomacy uses the language of knowledge to bridge divides and open doors to cooperation where traditional diplomacy might not even look.
For example, when we spoke at the session of the UN Commission on Science and Technology, our focus was on the 2030 Agenda and Serbia’s role in global initiatives. It was not merely a presentation of our capabilities, but a concrete step towards building trust and partnerships with countries around the world.
Projects such as collaboration with Dubna (JINR), CERN and other prestigious institutions provide our researchers with access to resources and knowledge that would otherwise be out of reach individually. They also position Serbia not only as a beneficiary but as an active contributor to the global scientific arena.
As I often say, science builds bridges that politics usually doesn’t get the chance to draw. The era of science diplomacy is only just beginning, and Serbia knows the people and the vision to be a visible, serious and reliable partner in this field.
In Sokobanja, you spoke about raising awareness through the “Day of Science and Innovation” – are there plans to introduce this concept in other Serbian cities, especially regional centres?
That was some time ago, but absolutely. Sokobanja was a symbolic choice, because we believe science must also be present beyond academic centres – in places where young people live, where local communities grow, and where there is both potential and a need to transform knowledge into new value.
We plan to continue the “Serbia – a Country of Science, a Country of Innovation” caravan and visit all regional centres. Science is not about prestige – nor should it be – it is a necessity.
SERBIA
JOINS GLOBAL BIOPHARMA CHAINS THROUGH THE NOVARTIS PARTNERSHIP ON PERSONALISED MEDICINE
What is the Ministry’s role in strengthening science diplomacy through international organisations?
We are actively engaged in all key forums and initiatives. Serbia regularly participates in the work of the UN Commission on Science and Technology and the European Research Council, and last year, we hosted an event dedicated to the Western Balkans and innovation policy.
Our delegation also regularly attends meetings at UNESCO and the OSCE. As you know, artificial intelligence is one of our priorities, and toward the end of last year, we hosted the Global Partnership on Artificial Intelligence Summit. A smaller summit focused on AI was held in May in cooperation with the Central European Initiative, where Serbia currently holds the presidency.
The next step is the implementation of a joint research project in the field of personalised medicine, which will bring together teams from the BIO4 campus and Swiss research centres. Plans are also in place to establish a bilateral mobility fund for young researchers, along with a postdoctoral exchange programme.
We believe that this cooperation, beyond delivering concrete results, will inspire other companies to recognise Serbia as a credible partner for highly sophisticated research. In addition to the forum with Switzerland, we have successfully organised innovation forums with Italy, France, and, as of this year, Hungary. Once again, this shows just how vital science diplomacy is in the 21st century – wouldn’t you agree?
As Special Advisor to the Minister, also serving as Chief of Staff, how do you balance the priorities between the Science Fund’s Scientific Council and the Ministry’s broader strategy, especially when there are differing interests between academia and industry?
The role of Special Advisor to the Minister, who also serves as Chief of Staff, is precisely to act as a bridge – to understand the language of science, but also to recognise the needs of industry, budgetary limitations and national priorities. Interests often differ, but they are not necessarily in conflict. The key lies in dialogue.
As public officials, we are fortunate that both the President of the Republic and the Prime Minister understand the importance of further developing AI and ICT technologies – without that understanding, the results would not be possible.
The Serbia–Switzerland Innovation Forum highlights cooperation in AI and sustainable technologies –what is the next concrete step following the Memorandum with Novartis?
The forum marked a key turning point in the bilateral relationship between the two countries when it comes to strategically linking science and industry. The Memorandum with Novartis represents Serbia’s entry into the circle of countries seriously involved in global value chains in biopharma and digital health.
I’m still quite young and fortunate to work alongside Minister Balint, a highly accomplished person who gives you the space to prove yourself and solve challenges independently. I come from the private sector, so this entire world was new to me.
You mentioned the Scientific Council of the Science Fund – one of the Fund’s key bodies, which brings together top researchers who remind us that science’s long-term vision must not be lost in short-term goals. On the other hand, ministerial strategy must also address the needs of society today, whether that means responding to a pandemic, an energy crisis, or education reform.
Within that triangle, we strive not to sacrifice any one side. And as Ivo Andrić wrote about bridges as “the work of hands and spirit,” we in the Ministry believe that our place is precisely there: to build bridges of trust and cooperation between different worlds, united by a common goal – a brighter and better Serbia.
“AFTER ALL, BETTER BRUSSELS THAN TEHRAN”
Danish Ambassador Pernille Dahler Kardel and Emanuel Giaufret, Head of the EU Delegation to Serbia, King Charles III Birthday Reception, UK Ambassador’s Residence, 19 June
THE MERRY WIVES OF BELGRADE
Canadian Ambassador Michelle Cameron and German Ambassador Anke Konrad, Canada Day Reception, Hotel Metropol, 26 June
“I WILL MISS BELGRADE PARTIES IN TEHRAN”
French Ambassador Pierre Cochard and Swedish Ambassador Charlotte Sammelin, Reception on the occasion of Sweden’s National Day, White Palace, 5 June
“I WOULD SHOOT THIS IN ONE TAKE”
Montenegrin Ambassador Nebojša Đoković, director Zdravko Šotra and his wife Professor Neda Todorović, Exhibition of exclusive jewellery “Diva”, Madlena Art Palace, 25 June
THE FALL OF ROCK’N’ROLL
Commissioner for Equality Brankica Janković and “Nedeljnik” editor Branko Rosić, 249th US Independence Day Reception, US Ambassador’s Residence, 1 July
MOSCOW (DOES NOT) BELIEVE IN TEARS
Parliament President Ana Brnabić, Prime Minister Đuro Macut and ministers of the Government of Serbia at the Russia Day celebration, Russian Embassy, 10 June
The European Union remains fully committed to walking side by side with Serbia on its path to EU membership
EMANUELE
GIAUFRET
EU Ambassador to Serbia
In a series of farewell meetings held on July 14, 2025, ahead of his departure from Serbia, EU Ambassador to Serbia Emanuele Giaufret met with Serbian President Aleksandar Vučić, Speaker of the National Assembly Ana Brnabić, Prime Minister Đuro Macut, and Minister of Foreign Affairs Marko Đurić.
Reflecting on his four-year mandate, the Ambassador emphasised that Serbia’s progress towards the EU remains a shared strategic goal, and he recalled the importance of Serbia’s role in shaping the future of the Western Balkans within the European family. He underlined the need for Serbia to accelerate key reforms, particularly in the areas of the rule of law, media freedom, and the fight against corruption, for the benefit of Serbian citizens.
Ambassador Giaufret emphasised that the EU aims to continue building a Europe together with Serbia and its citizens, based on the democratic values shared by all Europeans. He stated that the principles of human dignity, freedom, democracy, equality, the rule of law, and respect for human rights are at the heart of what the EU stands for, and expressed his belief that these are also the values the people of Serbia aspire to. He noted that throughout his mandate, he witnessed this aspiration among Serbian citizens and emphasised the importance of continuing joint efforts in this direction.
“Although I am leaving, the European Union remains fully committed to walking side by side with Serbia on its path to EU membership,” Giaufret concluded.
Emanuele Giaufret was appointed EU Ambassador to Serbia in 2021 and served until July 15, 2025.
Source: Delegation of the European Union to the Republic of Serbia
Belgrade Embraces African Rhythms, Colours, Flavours and Culture
Festival Opened by Prime Minister Prof. Dr Đuro Macut and Kenyan Artist Kasiva Mutua
On the last weekend of June, the Afro Festival took place in the packed courtyard of the Museum of African Art, where African culture shone in all its brilliance through music, art, dance, scents, and the flavours of a continent that continues to inspire.
This year’s programme once again showcased the richness and contemporary vitality of African culture. Visitors enjoyed visual and creative workshops, learned how to tie African headwraps, tried their hand at painting kanga fabrics, played mancala, and took part in performances of capoeira and kufambe dance. The festival also featured expertguided tours of exhibitions, including the current display, “Prefabrication of Solidarity: IMSŽeželj between Yugoslavia, Cuba and Angola,” and the tactile exhibition, “See, Touch, Feel...”.
The highlight of the festival was the Durbar – a traditional
programme featuring stands from African embassies showcasing national culinary specialities, as well as artistic and handcrafted items.
The star of the festival was Kasiva Mutua, the acclaimed Kenyan percussionist, singersongwriter and musical activist. On the first day of the festival, she led an interactive percussion workshop. On the second day, the festival stage transformed into the heart of Africa – her concert was a true musical journey that brought the audience to its feet.
Traditional African rhythms, interwoven with jazz improvisations, funk and reggae, created an atmosphere of rhythmic trance that left no one indifferent.
Visibly moved after her performance, Kasiva Mutua said: “The concert was amazing, especially because I saw the smiles of both Serbian and African guests – I will carry those smiles with me forever.”
DURBAR – A FESTIVAL CRESCENDO IN THE COLOURS AND FLAVOURS OF AFRICA
As part of the Durbar’s official programme, and with the support of African embassies in Serbia, the audience was addressed by the Prime Minister of the Republic of Serbia, Prof. Dr Đuro Macut, the Director of the Museum of African Art, Dr Marija Aleksić, and the Dean of the Group of African Ambassadors in Belgrade, H.E. Fatah Mahraz, Ambassador of Algeria.
Dr Macut emphasised the importance of the friendship between Serbia and Africa. Dr Aleksić welcomed guests and thanked them for their attendance, while Ambassador Mahraz highlighted the value of cultural bridges between African countries and Serbia.
Dr Marija Aleksić expressed gratitude to all present and noted that the festival, for over 20 years, has been bringing together a
wide audience and promoting African art and culture, serving as a platform for dialogue and understanding.
“I am especially pleased that this year we welcome the embassies of Algeria, Angola, Brazil, Ghana, Egypt, the Democratic Republic of Congo, Libya, Morocco, Tunisia, guests from the Embassy of Burundi in Rome and the Embassy of Nigeria in Budapest, as well as the consulates of Gabon, Namibia and Jamaica,” said Aleksić.
H.E. Fatah Mahraz, Ambassador of Algeria and Dean of the Group of African Ambassadors in Belgrade, emphasised the significance of the festival, which has been held since 1997, as a platform for cultural exchange and a symbol of friendship between Africa and Serbia. He stressed that African nations continue to support this museum located in a country that never participated in the slave trade or the colonisation of the continent.
All Photos: Marija Piroški
25 JUNE 2025
An Evening of Korean Musical Mastery in Belgrade
On Tuesday, June 24, 2025, the Embassy of the Republic of Korea in Serbia hosted a remarkable concert titled Korean Musical Kaleidoscope at the Opera & Theatre Madlenianum in Belgrade.
The event brought together acclaimed artists from Korea’s Society for East-West Music and Serbia’s ArtLink Festival, offering the audience a rich tapestry of traditional and contemporary Korean music.
Highlights of the evening included the emotionally charged vocal-drum storytelling of pansori, the virtuosic gayageum sanjo, dynamic ensemble performances such as Samhyun
26 JUNE 2025
Canada Day Celebrated in Belgrade with a Festive Reception
On Thursday, June 26, 2025, the Embassy of Canada in Serbia hosted a reception at the Metropol Palace Hotel in Belgrade to mark Canada Day and the country’s 158th anniversary of Confederation.
Held in the elegant Ivo Andrić Ballroom, the event gathered members of the diplomatic corps, government representatives, business leaders, and friends of Canada to celebrate the nation’s rich multicultural heritage and enduring commitment to diversity and inclusion.
Doduri, and a series of innovative compositions that blended Korean and Western musical elements—some of which were performed in Serbia for the very first time.
Celebrating cultural dialogue and creative exchange, the concert stood as a powerful testament to the growing friendship between Korea and Serbia.
The occasion also marked 84 years of diplomatic relations between Canada and Serbia—an enduring partnership built on mutual respect and cooperation across numerous fields.
The reception served as a warm reminder of the strong bonds between the two countries, and a tribute to the vibrant Canadian spirit shared with friends around the world.
27 JUNE 2025
National Day of the Sovereign Military Order of Malta
In the beautiful garden of the Archdiocese of Belgrade, on 27 June, the Embassy of the Sovereign Military Order of Malta in Serbia held an official ceremony to mark its National Day, celebrating the feast of Saint John the Baptist, the patron saint of the Order.
The celebration began with a Holy Mass at the Co-Cathedral of Christ the King, officiated by Father Andrej Đuriček. Following the service, Ambassador Francesco Maria Amoruso, accompanied by the embassy’s diplomatic staff, welcomed numerous guests, including accredited ambassadors, members
3 JULY 2025
National Day of Egypt Celebrated in Belgrade
Held on July 3, at the Egyptian Ambassador’s Residence in Belgrade, the National Day of Egypt was celebrated with a reception hosted by H.E. Basel Salah. The evening began with the intonation of both national anthems and featured remarks on the forthcoming implementation of the Free Trade Agreement.
of the diplomatic corps, representatives of international organisations, clergy from the Archdiocese of Belgrade and the Diocese of Srijem, representatives of the Serbian Orthodox Church, state secretaries and members of parliament, as well as partners, donors, and beneficiaries of various humanitarian initiatives, many journalists, and friends of the embassy – some of whom travelled from Italy especially for the occasion.
Ambassador Salah reflected on his mission in Serbia and the 26 bilateral agreements signed during his tenure. Special guest Khaled El-Anani, Egypt’s candidate for UNESCO Director-General, emphasised the role of culture in diplomacy. The event was attended by Prime Minister Đuro Macut, Tamara Vučić, and a
wide array of ministers including Marko Đurić, Jagoda Lazarević, Zoran Gajić, Usame Zukorlić, Aleksandra Sofronijević, Boris Bratina, and Bratislav Gašić, as well as ambassadors and representatives from Serbia’s cultural, religious, and public life, highlighting the depth of the Egypt-Serbia partnership.
11 JULY 2025
From Tbilisi with Tradition - Celebrating Bilateral Friendship and Cultural Identity
On July 8, the Georgian Embassy in Belgrade hosted a warm and culturally rich reception in honour of Georgia’s National Day. The event celebrated Georgia’s heritage and its growing ties with Serbia, featuring traditional Georgian cuisine and performances that added a festive atmosphere. Serbian
officials, members of the diplomatic corps, and cultural representatives joined Chargé d’Affaires Mrs. Barbare Makharadze in reaffirming the shared values of democracy, regional cooperation, and cultural exchange. Their presence reflected the mutual respect and expanding collaboration between the two nations.
Antika World Project – A Vision of Cultural and Commercial Transformation
On July 11, at the Hyatt Regency hotel, the Antika World promotion was held, a transnational initiative that links the Balkans and the Middle East through culture, commerce, and urban innovation. The event introduced the project’s vision for immersive experiences and sustainable development, inspired by the transformation of TZUM in Sofia
into a multifunctional hub blending retail, dining, and cultural exchange. Held in the spirit of regional collaboration, the event presented Antika’s blueprint for transforming city spaces into immersive environments where business, heritage, and creativity converge.
Founder Ahmed Nasr introduced the vision to a gathering of Serbian cultural
and diplomatic figures, underscoring Belgrade’s role in the broader regional rollout of the initiative. Among the esteemed guests were the ambassadors of Egypt, H.E. Basel Salah, and Bulgaria, H.E. Petko Dojkov, as well as business owners, fashion designers, and other partners of the company.
08 JULY 2025
14 JULY 2025
Liberty in Belgrade – Bastille Day
On July 14, 2025, the French Embassy in Belgrade hosted a reception to commemorate Bastille Day, marking the storming of the Bastille on July 14, 1789—a pivotal moment in the French Revolution. The event honoured the values of liberty,
equality, and fraternity, which continue to shape France’s democratic identity.
The reception was led by Chargé d’Affaires Fatih Akcal, who addressed guests with reflections on the French-Serbian relations, European unity, and the importance of cultural diplomacy. Attendees included Serbian officials, members of the diplomatic corps, and cultural figures, all gathered to celebrate the enduring ties between France and Serbia. The evening featured French culinary highlights and a warm atmosphere of republican spirit.
18 JULY 2025
Commemorating Belgium’s Statehood
On Friday, July 18, 2025, the Embassy of Belgium in Belgrade hosted a distinguished reception to commemorate Belgium’s National Day, celebrated annually on July 21 to honour the founding of the Belgian state in 1831.
H.E. Frederik Develter, Ambassadordesignate of Belgium to Serbia, welcomed a broad gathering of diplomatic colleagues, government officials, cultural figures, and public dignitaries in a warm evening of diplomatic camaraderie. The event underscored Belgium’s historic ties with Serbia and
19 JULY 2025
The exhibition of travel photographs of Vladimir Cvetković
On Saturday, July 19, at the Cultural Centre of Novi Sad, the iconic Youth Forum hosted the opening of the exhibition “Cvele Around the World”, showcasing the work of documentary and travel photographer Vladimir Cvetković – Cvele. Following a successful career on the fashion runway, Cvetković found his true calling in exploring
the world and capturing striking moments from his journeys. The exhibition attracted a large audience and was held with the support of the Embassy of Mexico. Guests were welcomed with traditional Mexican cuisine, and the event featured a speech by Flor de Lis Vásquez Muñoz, Deputy Head of Mission at the Embassy. The opening remarks were
renewed commitment to cooperation across diverse sectors.
The reception reflected not only the country’s historical milestone but also the vibrant cultural exchange and strengthened bilateral relations that have been sustained between Belgium and Serbia.
delivered by Robert Čoban, Director of Color Press Group. The exhibition remains open to visitors and features dozens of photographs from Central America and Mexico, offering vivid glimpses into everyday life in these regions—places still largely unexplored by travellers from this part of the world, which adds a unique allure to the collection.
Displacement Numbers Soar Amid Cuts to Humanitarian Funding
World Refugee Day marked amidst record-high displacement and urgent calls for solidarity
The number of people forcibly displaced by conflict, violence, and persecution reached a staggering 122.1 million by the end of April 2025, according to the UN Refugee Agency’s (UNHCR) latest Global Trends Report. This marks a tenth consecutive annual increase, while humanitarian funding remains largely unchanged since 2015 despite rising needs and severe cuts.
WHEN WE STAND WITH REFUGEES, WE BUILD A BETTER AND STRONGER SOCIETY FOR ALL
According to the report, largescale conflicts such as those in Sudan, Myanmar and Ukraine remain key drivers of forced displacement. Sudan has now overtaken Syria as the world’s largest displacement crisis, with 14.3 million people uprooted, compared to 13.5 million in Syria. Afghanistan (10.3 million) and Ukraine (8.8 million) follow closely.
The forcibly displaced include 73.5 million internally displaced
persons (IDPs) and 42.7 million refugees who have crossed international borders in search of safety. Notably, 67% of refugees remain in countries neighbouring their own, and low- and middle-income nations host 73% of people forced to flee.
UN High Commissioner for Refugees Filippo Grandi described the current moment as one of “deep instability in international affairs, where modern warfare
Photo:
generates fragile and terrifying landscapes marked by acute human suffering.” He called for intensified efforts to seek peace and find sustainable solutions.
While funding has stagnated over the past decade, the report highlights some positive trends. Nearly 9.8 million forcibly displaced individuals returned home in 2024, including 1.6 million refugees, the highest in over two decades, and 8.2 million IDPs. Nearly two million Syrians were among those who returned. Still, many of these returns occurred in fragile and insecure environments, including forced returns to Afghanistan and renewed displacements in the Democratic Republic of Congo, Myanmar and South Sudan.
In Serbia, World Refugee Day 2025 was marked by a ceremony where Soufiane Adjali, UNHCR Representative in Serbia, addressed the audience with a message grounded in both concern and hope.
“We are living through volatile times. Displacement remains at record levels after a decade of increases, conflicts go unresolved, civilians are under attack in many parts of the world, and humanitarian aid is being slashed, putting millions of lives at risk,” Adjali said.
REFUGEES ARE PEOPLE WITH BOUNDLESS POTENTIAL. WHEN GIVEN THE CHANCE, THEY BECOME VALUED MEMBERS OF ANY SOCIETY.
He warned against rising hostility toward those seeking asylum:
“Sadly, in many parts of the world, the right to asylum is under threat. Tougher and more restrictive policies are making it harder for people fleeing war, violence and persecution to find safety.”
Adjali called on governments, communities and individuals to
resist dehumanising narratives and instead reaffirm core values of solidarity and humanity:
“Let us amplify a different message – one of compassion, unity, and hope... Refugees are not passive victims. They are individuals with boundless potential. When given the chance, they become valued members of our societies.”
This message of unity was reflected in the symbolic
collaboration between displaced Ukrainian women and students from the local High School for Hospitality and Tourism in Belgrade, who jointly prepared traditional dishes shared at the event.
UNHCR’s Global Trends Report concludes with a call for sustained investment in life-saving programmes that support safe and dignified returns, rebuild infrastructure, and reinforce social cohesion in host communities. As the world faces unprecedented displacement figures, the message from UNHCR is clear: solidarity must not waver.
Standing with refugees is not charity – it is a shared responsibility and an investment in a better future for all.
This article was produced within the project “EU Support to Migration Management: Fostering the Integration of Refugees and Migrants”, implemented by UNHCR Serbia in partnership with IOM Serbia and SCRM with the support of the European Union. The article's author is solely responsible for content that does not necessarily reflect the official views of the European Union.
Photo: UNHCR/K.Nsengiyumva
Photo: UNHCR/K.Nsengiyumva
Photo: UNHCR/K.Nsengiyumva
Photo: KIRS
Photo: UNHCR/K.Nsengiyumva
Family You Aspire To
Challenges of Planning and Building Families in a Modern World - World Population Day marked in Serbia
The United Nations Population Fund (UNFPA) in Serbia, in cooperation with the Ministry for Family Welfare and Demography and with the support of the UN Resident Coordinator in Serbia, marked the World Population Day today at the Princess Ljubica’s Residence in Belgrade under the slogan “Family You Aspire To: Challenges of Planning and Building Families in a Modern World”.
This year’s observance of World Population Day focused on the key findings of the 2025 State of World Population Report. Through a discussion on the challenges of building a family in a changing world, participants emphasised the importance of creating a more
WORLD POPULATION DAY IN SERBIA SPOTLIGHTED THE RIGHT TO CHOOSE — AND THE REAL-LIFE BARRIERS MANY FACE WHEN PLANNING THE FAMILIES THEY ASPIRE TO
equitable, sustainable and caring world that supports individuals to have the families they aspire to.
Drawing on academic research and new data from a UNFPA/ YouGov survey spanning 14 countries, together home to over a third of the global population, the report finds that millions of people are unable to have the number of children they want. Economic insecurity, unstable employment,
high childcare costs, unequal distribution of domestic and care responsibilities, and widespread uncertainty fueled by global crises and climate change are among the key barriers. The report calls for a shift in perspective – from asking “how many children does a society need?”, to “do people truly have the conditions and freedom to decide if, when and how many children to have?”
“The State of the World Population Report shows that many people face a wide range of economic, social and cultural challenges when making decisions towards families they aspire to. One in five people globally expect not to have the number of children they desire. Through the Demographic Resilience Programme, UNFPA in Serbia works with partners to improve access to health and social services, strengthen support for families and parenting, advance gender equality, and shift social norms. Serbia has shown leadership in the region in many ways – from adopting key strategic frameworks, such as the Strategy on Active and Healthy Ageing, to being among the few countries with a dedicated ministry for family welfare and demography. This reflects its strong commitment to a long-term and inclusive approach to demographic change,” said Borka Jeremić, Head of the UNFPA Office in Serbia.
Jelena Žarić Kovačević, Minister for Family Welfare and Demography, emphasised the commitment of the Government of
the Republic of Serbia to improving the quality of life and access to services, strengthening support for families and parents, and creating an inclusive environment for all generations. She noted that the Ministry for Family Welfare and Demography has introduced a range of incentive measures and that Serbia currently provides the highest parental allowance in this part of Europe. She also highlighted the recent introduction of a new measure allowing housing subsidies for mothers to be combined with favourable loans for young people. The Minister announced the development of a new National Strategy or Programme for Family and Demography.
“The latest State of World Population Report reminds us that the right and freedom to decide on parenthood and family planning are fundamental pillars of modern society. It is the responsibility of all of us – policymakers, experts, and communities – to create conditions in which every person can make informed and
FROM ECONOMIC UNCERTAINTY TO GENDER INEQUALITY, BUILDING A FAMILY TODAY REQUIRES MORE THAN DESIRE — IT DEMANDS SYSTEMIC SUPPORT FOR INDIVIDUALS TO DECIDE FREELY AND RESPONSIBLY ON THE NUMBER, SPACING AND TIMING OF THEIR CHILDREN
voluntary decisions that align with their values. At the heart of public support measures, we must place quality and core values: the right to choose, freedom of decisionmaking, equality, peace, a healthy environment, improved living conditions, a more supportive community, and more humane care. One of the important steps forward is that, with the support of the United Nations Population Fund (UNFPA), we are beginning the process of developing a national strategic document in this domain,” stated Minister Žarić Kovačević.
Matilde Mordt, UN Resident Coordinator in Serbia, highlighted the importance of joint efforts
to improve quality of life, reduce inequalities and create enabling environments for future parents and families, in alignment with national development priorities and the Sustainable Development Goals.
“Demographic trends are not about numbers—they are about people’s ability to make informed, supported choices about their lives. In Serbia, the United Nations works with institutions to ensure that policies and systems respond to these realities, so that everyone can plan their future with confidence and dignity”, said Ms. Mordt.
During the interactive panel discussion, participants explored
ongoing efforts as well as areas for improvement across sectors to address the challenges outlined in the Global State of World Population Report, with a focus on policies that empower individuals to make informed and voluntary decisions about family formation. Panelists were Ms. Flor de Lis Vásquez Muñoz, Deputy Head of Mission, Embassy of Mexico in Serbia, who shared Mexico’s experiences in developing family support policies and promoting gender equality, Prof. Dr. Mirjana Rašević, member of the Serbian Academy of Sciences and Arts and President of the Committee for Population Studies, who presented the latest research insights on trends influencing decisions about parenthood and family formation, Mr. Nenad Đurđević, Advisor to the President of the Serbian Chamber of Commerce, who discussed the private sector’s role in supporting work-life balance, and Dr Vladimir Nikitović, Head of the Centre for Demographic Research at the National Institute of Social Sciences and President of the Association of Demographers of Serbia, who addressed how men perceive parenting, partnerships, and decisions on building families, as well as behavioral patterns, obstacles, and opportunities for greater male involvement in family life. The importance of policies that promote gender equality, flexible working arrangements, increased involvement of men in caregiving and unpaid work, and shared responsibilities within families was emphasised throughout the event.
The observance concluded with a collaborative art activity, where participants painted a canvas symbolising a collective vision of a world in which every family is shaped by individual choice.
We Need More Than Slogans – We Need Action
A global perspective on injustice, resilience, and the urgent need for meaningful change
MICHEL SAINT-LOT
Former Head of UNICEF
in Serbia
The charismatic former head of the UNICEF mission in Serbia, Michel Saint-Lot, a Haitian with permanent residence in France, is a frequent visitor to Serbia, which has left an excellent impression on him. We discuss with him the ongoing challenges in his homeland, in the world, and in the places where he served after Serbia, as well as memories from our country.
Working for UNICEF, you encountered many problems in faraway parts of the world, and for several years, the situation in your homeland, Haiti, has been terrible. What are the biggest challenges in Haiti at the moment?
Haiti today is in the grip of a worsening crisis—one shaped by political collapse, unchecked gang violence, and deepening humanitarian need. Since the assassination of President Jovenel Moïse in 2021—carried out by Colombian ex-military personnel and allegedly involving members of the Haitian police—governance has unravelled. There’s been no elected leadership since. Instead, a nine-member transitional council, lacking both legitimacy and public trust, has struggled to steer the country forward.
Some continue to question whether foreign actors played a role in Moïse’s killing, given the background of the mercenaries and the long history of U.S. involvement in Haitian affairs. Today, around 90% of Port-au-Prince is reportedly under gang control. Necessities—food, fuel, medicine—are blocked from reaching large parts of the city. Over half the population is going hungry, and more than 60% live on less than $3.65 a day. Famine, displacement, and fear dominate daily life.
The Transitional Presidential Council (CPT), supported by the U.S., Canada, France, and CARICOM, was intended to provide stability. But for
TIME IS RUNNING OUT FOR HAITI
many Haitians, it represents more of the same: a disconnected, unelected body bogged down by infighting and seen as corrupt or ineffective.
Meanwhile, armed groups like Viv Ansam function as de facto rulers in much of the capital. They’ve blocked supply routes, triggered mass displacement (over 1.3 million people), and outgunned the national police. The long-awaited UN-backed international security mission has barely gotten off the ground, with
only around 800 officers (mostly from Kenya and the Caribbean) arriving so far.
There are reports that the CPT has turned to private military contractors—some linked to former Blackwater operatives—to conduct drone strikes and covert actions. That raises serious concerns about oversight, accountability, and the risk of harm to civilians. At the same time, communities have started arming themselves. Vigilante
killings are on the rise, fueling even more instability.
Aid isn’t reaching those who need it most. Despite the efforts of the World Food Programme, UNICEF, and other humanitarian groups, gang-controlled roads and underfunded operations limit their reach. An estimated 5.6 million Haitians are experiencing acute hunger. Cholera outbreaks strain overstretched hospitals, and nearly half a million children are out of school.
Time is running out. If there’s still a chance to avoid full-scale collapse, it rests on three urgent priorities: 1. a robust, coordinated security deployment—not just symbolic peacekeepers, but real help for Haitian police; 2. large-scale humanitarian assistance delivered by air and sea, bypassing gang-controlled roads; and 3. a Haitian-led political process that results in free, fair elections, without foreign imposition or gang interference.
If none of this happens, Haiti risks becoming a failed state in every sense. Starvation, migration, and the rise of gang-run territories as permanent governments could be the next chapter. The world cannot afford to look away.
India has made significant progress in recent times, particularly in access to running water, sanitation, and related services. How much did it help the state to make a jump in the standard of living of all, especially children, given your experience in Andhra Pradesh and Karnataka?
Recent data from the National Family Health Surveys (NFHS) indicate that Andhra Pradesh has made steady and meaningful progress in child nutrition and access to clean water and sanitation. Between 2005 and 2021, the prevalence of childhood stunting decreased from 38.4% to 31.4%. That’s significant, given that stunting is a long-term indicator of poor nutrition and living conditions. Underweight rates have also declined, although wasting—a sign
of acute malnutrition—remains a concern.
Sanitation improvements have been impressive. In just a few years, access to toilets rose from about 61% in 2015 to nearly 79% by 2021. Clean water availability remains high, at around 91%. Thanks to the Jal Jeevan Mission, tap water connections have skyrocketed from 17% in 2019 to over 73% by 2024.
The Swachh Bharat campaign made a significant difference. Menstrual hygiene among adolescent girls also improved sharply, with over 85% now using safe products. These basic WASH improvements (Water, Sanitation, and Hygiene) have saved lives. Child mortality linked to diarrheal diseases and infections has dropped where toilets and clean water became available.
Andhra Pradesh serves as a poignant reminder that targeted policy investments in water, sanitation, and child nutrition can transform lives. But continued effort is needed to reach tribal and remote communities and to ensure these gains are sustained.
As a former Country Representative in Madagascar, how different is the situation in Madagascar from the main hotspots where help is needed?
Southern Madagascar, especially the Grand Sud and Grand Sud-Est, is in deep crisis. A toxic mix of drought, storms, flooding, and entrenched poverty has pushed millions into food insecurity. Between January and April 2025, nearly 1.94 million people—about 18% of the surveyed population—were in acute food crisis. That’s up from 1.63 million at the end of 2024. Malnutrition among children is especially alarming. In parts of the southeast, repeated cyclones have destroyed crops, homes, and health centres. Severe wasting among children, though improved from a 2022 peak, remains at 6%. Cyclone Jude, which struck in March 2025, displaced thousands and caused widespread damage to infrastructure in the AtsimoAndrefana and Androy regions.
Post-disaster health care and WASH services are hanging by a thread. Disease outbreaks—diarrhoea, malaria (22.4% prevalence), and respiratory infections—are widespread. At least 20 cyclonedamaged health centres remain non-operational, affecting more than 21,000 children. Education and child protection are also suffering. More than 70,000 children have dropped out of school, while early marriage, child labour, and gender-based violence have increased sharply in many communities.
AFRICA NEEDS MORE THAN SLOGANS— IT NEEDS INVESTMENT AND FAIRNESS
UNICEF, MSF, Action Against Hunger, WFP, and others are responding with food aid, mobile health teams, clean water projects, and cash support for vulnerable families. But access remains patchy, and climate threats continue. Southern Madagascar is stuck in a cycle of climate disaster and structural vulnerability. Recovery will take more than relief—it needs long-term investment in climate resilience, health, education, and infrastructure.
What, in your opinion, is the biggest problem nowadays? You stated that in many developing countries, access to electricity remains a challenge, particularly in Africa, where 600 million people lack access to electricity, with 98% of them residing in sub-Saharan Africa. Why is the Black Continent so neglected, even though it is, by all accounts, the continent of the future?
Sub-Saharan Africa holds immense promise. It’s the youngest region in the world, rich in natural resources, and home to some of
(AfCFTA) represents a significant step toward increasing intra-African trade.
But to move forward, Africa needs more than slogans. It requires substantial investment in schools, clean energy, roads, and effective governance, led by Africans and supported by fair global policies. Africa isn’t just the future. It’s a region already rewriting its narrative—if the world listens.
You were a very dear guest and a popular public figure during your time in Serbia. How often do you visit here, and what are your connections to our country these days?
Serbia has become more than a place I once worked—it’s part of my family’s story. From 2013 to 2018, we lived in Belgrade, and we’ve returned almost every year since. Each visit brings back memories, friendships, and a sense of belonging that’s rare.
the fastest-growing cities and digital economies. But despite this potential, it remains underrepresented in global economics, politics, and media. Much of this is due to colonial legacies, including unnatural borders, fragile institutions, and economies built around extraction. After independence, many African nations faced corruption, conflict, and underinvestment in people and infrastructure. Today, global systems continue to disadvantage Africa. Rich nations subsidise their farmers, undercutting African agriculture. Trade deals favour raw material exports, not value-added products. Violence remains a persistent drag, from coups to terrorism to ethnic conflict. Meanwhile, Western media often focus on Africa’s problems, overlooking the innovation, creativity, and resilience that thrive across the continent. Cities like Lagos and Nairobi are booming tech hubs. Mobile money platforms and homegrown solutions, such as M-Pesa, are revolutionising access to finance. The African Continental Free Trade Area
In 2023, I received the Nikola Tesla Ambassador award from the Ministry of Foreign Affairs—a deeply moving honour. During my most recent visit, I had the privilege of donating an audio recording of my grandfather, Émile Saint-Lot, reading the Universal Declaration of Human Rights at the UN in 1948. That recording is now archived in the Museum of Serbian Diplomacy. We often time our visits with Belgrade’s vibrant Tango Festival, which draws dancers from all over the world. We also take advantage of regular checkups—Serbia’s public health system has always served us well. Serbia has shown us nothing but warmth and hospitality, from bustling cities to quiet villages. Despite early warnings about possible racism, our experience has been the opposite—full of kindness, openness, and friendship. And of course, there are the simple pleasures: long meals in kafanas, biking along Ada, and the unforgettable taste of ajvar and dunja. Serbia isn’t just a memory for us—it’s an ongoing chapter in our lives.
Jan 2021 with President and First Lady Madagascar
Reunion with With my former Team members of the unicef Hyderabad office India Jan 2025
UNITED STATES INDEPENDENCE DAY 2025
FEATURED THE SPIRIT OF LIBERTY HAS ALWAYS CONNECTED US
Alexander Titolo
Chargé d’Affaires, U.S. Embassy in Serbia
EVENT STARS, STRIPES, AND SHARED VALUES
Celebrating 249 Years of Freedom and a Renewed U.S.-Serbia Partnership
BUSINESS INTERVIEW
INNOVATION, AGILITY AND PARTNERSHIPS AS STRONG DRIVERS OF SUSTAINABLE GROWTH
Saša Marković
General Manager of Coca-Cola HBC Serbia and Montenegro
The Spirit of Liberty Has Always Connected Us
Welcome address by U.S. Embassy Chargé d’Affaires Alexander Titolo marking the 249 th anniversary of American independence.
ALEXANDER TITOLO
Chargé d’Affaires, U.S. Embassy in Serbia
Welcome. It is a great honour for my wife Janelle and me to welcome all of you to the celebration of the 249th anniversary of American independence.
It’s hot, I’m not an ambassador, and I speak Serbian—so my speech will be short and clear. Thank you to Speaker of the National Assembly Brnabić, the ministers present, religious leaders, and distinguished guests from all sectors of Serbian society for taking the time to be here with us tonight. Thanks also to the many sponsors who made this event possible through their generous support.
We are proud of the value American companies bring to the Serbian economy, and we will continue to work on strengthening business ties between our two countries. Tonight, we are celebrating the independence declared boldly by a freedom-loving people. That spirit of liberty has always connected Americans and Serbs.
It made us allies in two World Wars, and helped shape our identities. Now, it can serve as a guide for a new era in the relationship between Serbia and the United States. President Trump outlined a new vision for America’s relations with other nations based on practical realism.
This vision looks beyond past conflicts and invites us to forge a better, safer, richer, and more stable world through new partnerships. That is an extraordinary opportunity, especially for Serbia. For too long, U.S.-Serbia relations were stuck in mistrust rooted in the 1990s.
We have worked hard to strengthen those ties through major support for the people and
YOU ARE THE PROOF THAT OUR RELATIONSHIP CAN BE BASED ON THE FUTURE, NOT THE PAST
institutions of Serbia. Probably, there is no place in Serbia that hasn’t in some way been touched by the selfless assistance of the American people and our institutional partnerships. In the past
25 years, we’ve helped modernise public administration— from courts and the police to the tax system, procurement procedures, permits, and more. We’ve supported your economic
development, from the film industry and agriculture to technology and innovation. We’ve helped Serbian universities train talent sought after by world-renowned companies and by NGOs working to empower local communities.
We have done all of this to lay the foundations for restoring our relations and returning them to their rightful historical footing: a place of trust and forward-looking strength. Those foundations are now firmly in place.
I see them before me as I stand here and look at all of you. You are the proof that our relationship can be based on the future, not the past. I know Serbia is ready to seize this opportunity—and so is America.
The foundations are here; now we must build on them. And that’s what we’re doing. This autumn, we will open the American Space “The Arc” in the old railway depot, which will showcase my country’s commitment to working together toward Serbia’s future—a future of a dynamic economy and creativity. And in two years, we will be here again at EXPO 2027, to show Serbia a new dimension of the United States, while you simultaneously present Serbia to the world in a new light.
Finally, I want to remind you that today marks the start of the countdown to a major milestone for my country. Next 4th of July, we will celebrate our 250th birthday.
Throughout the year, there will be numerous events and activities under the America 250 label. For you, this will be a chance to rediscover America. You will see that we are a nation that honours its past, but is always focused on the future. Our freedom-loving spirit does not allow us to be prisoners of the past. That is why we believe that in the future, U.S.-Serbia relations will be stronger than ever. Once again, thank you for celebrating with us tonight, and enjoy the evening.
Stars, Stripes, and Shared Values
Celebrating 249 Years of Freedom and a Renewed U.S.-Serbia Partnership
On July 1, 2025, the U.S. Embassy Residence in Belgrade hosted a vibrant reception marking the 249th anniversary of American independence. Chargé d’Affaires Alexander Titolo welcomed guests with a speech delivered in Serbian, emphasising shared democratic values and the evolving U.S.-Serbia relationship.
“You are the proof that our relationship can be based on the future, not the past,” he said, underscoring the event’s symbolic weight and forward-looking spirit. He also announced the upcoming opening of the American Resource Centre (ARC) and highlighted Serbia’s role in EXPO 2027.
A CELEBRATION OF FREEDOM, FRIENDSHIP, AND A SHARED VISION FOR THE FUTURE
Among the distinguished attendees were Ana Brnabić, several ministers, religious dignitaries, and prominent figures from Serbia’s political, cultural, and public sectors. Their presence underscored the event’s significance as a symbol of enduring bilateral friendship and future collaboration.
Independence Day, celebrated each year on July 4th, commemorates the adoption of the Declaration of Independence in 1776, marking the United States’ formal separation from British rule. Traditionally, the holiday is marked with fireworks, parades, concerts, barbecues, and gatherings across the country—an expression of national pride and civic unity. Festivities at U.S. embassies around the world reflect both American traditions and the spirit of friendship with host nations.
Innovation, Agility and Partnerships as Strong Drivers of Sustainable Growth
Connecting global innovation with local impact for long-term, sustainable success
SAŠA MARKOVIĆ
General Manager of Coca-Cola HBC Serbia and Montenegro
In today’s business environment, sustainable growth requires readiness for constant change. This kind brings new value through innovation and enables swift adaptation, while preserving the principles of sustainability and responsible action within the local community. In an interview with Diplomacy & Commerce, Saša Marković highlights that newer generations today do not choose products alone, but also the values and reputation of the companies behind them, as well as their willingness to contribute to a more sustainable future.
The Coca-Cola system in Serbia combines the strength of global brands with tangible contributions to the local community. How do global standards shape your local business strategy?
Coca-Cola HBC Serbia is part of a large international system, and we bring some of the world’s most renowned beverage brands to the domestic market. At the same time, we are deeply rooted in the local community – we employ people from Serbia, produce locally, rely on domestic suppliers and work daily with around 37,000 customers across the country. Our bottling plants are located in Zemun, Neresnica, and in the south of Serbia, where the “Rosa” water bottling plant – Vlasinka – is located. At the same time, our distribution network comprises nine centres across Serbia and Montenegro.
Today, for the first time, all three companies that make up the system – the Coca-Cola Company, Coca-Cola HBC Serbia and Bambi – are led by people from Serbia, experienced local professionals. This two-way connection – learning from global experience and transferring best practices while also building and contributing locally – is key to our resilience and competitiveness.
Although in recent years we have faced a series of complex global challenges requiring quick responses, adaptation and resilience, the market dynamics continue to push us to seek new growth opportunities. Thanks to the strength of our partnerships, the commitment of our local team and a strong culture of adaptability, we have succeeded in doing so and secured further investments for the future.
Marković, General Manager Coca-Cola HBC Serbia and Montenegro
COCA-COLA SYSTEM DRIVES
0.9% OF SERBIA’S GDP AND 22,600 JOBS - ACCORDING TO 2023 SEIS DATA
It seems that the popular “Share a Coke” campaign, which returned to consumers in a big way after more than a decade, is a great example of how global initiatives can be successfully adapted to the local context. How would you assess the success of this campaign?
“Share a Coke” is not just a marketing campaign – it’s a platform for connection, and this year it takes on an even more pronounced local character. Our consumers expect authenticity, emotional relevance and cultural closeness – and that is precisely what we aimed to provide. In this way, we are not only communicating but also engaging in a dialogue with our consumers. We enabled them to find a part of themselves in the product and share it with others, which is the essence of this campaign. Many of our consumers know that Coca-Cola has been produced in Zemun, in Batajnica, for nearly six decades. Our products have always been a symbol of togetherness, of sharing meaningful moments and bringing families
Saša
together. We are pleased to see that consumers continue to choose us every day as their favourite domestic – and global–brand.
Coca-Cola has been present in the Serbian market for nearly six decades. Rosa, however, had a somewhat different journey, evolving from a local to a regional brand. What set Rosa apart, and how did the global system contribute to that success?
There are still people in our system today who remember that February of 2005, when word spread through the corridors that “something big” was coming. And indeed, it was a decision that broke new ground – the acquisition of the Rosa brand, then a small bottling plant in Surdulica, marked the first purchase made by the Coca-Cola system in Serbia and Montenegro. From today’s perspective, twenty years later, we can proudly say that this decision was one of the most successful investments in the history of our operations in this part of Europe.
In the meantime, we have invested not only in production capacity – from one line to the four we have today – but also in knowledge, people, standards and environmental preservation. More than 17 million euros have been invested in modernising the facility, improving technology, packaging and distribution, as well as in training, employment and the development of the local community. The number of employees has more than doubled, while Rosa has become a leader in its category and a recognised brand across the entire region.
We studied the spring, consumer habits, and the legal framework, and we invested in certification and quality standards. Today, Rosa is much more than a product – it is a symbol of trust and responsibility. From pioneering ecopackaging, which contains 30% plant-based material, to achieving AWS certification for responsible water resource management – the first of its kind in Serbia.
But what we are most proud of are not the figures, but the impact we’ve made on people’s lives. More than 15 years ago, we launched an initiative to support families with newborns. Since then, together with our consumers, we’ve helped establish the first human milk bank and opened parenting schools across Serbia. At the same time, through the “Vlasina Pure Love” project, we actively contribute to the protection of this unique natural area through the creation of 47 kilometres of hiking trails around Vlasina, environmental education, and support for local hospitality businesses. Rosa has thus become a symbol of responsibility towards health, community and nature.
As the largest producer of beverages and confectionery products in Serbia, your system makes a significant contribution to retail and hospitality, as well as to the overall economy. How do you measure the impact and satisfaction of your partners, and how do you use that data in shaping your strategy?
It is rare to see examples in Serbian business where large systems measure their impact and contribution to the national economy across
AI, DIGITALISATION AND UPSKILLING POWER THE JOURNEY TO NET ZERO BY 2040
the entire value chain – the way the Coca-Cola system has done for over a decade through the Socio-Economic Impact Study. If I were to choose the correct term to describe the results we’ve achieved over the years, I would say it is continuous growth while respecting the principles of sustainability.
The latest findings from the Study, covering 2023, show that the Coca-Cola system and the company Bambi generated 633 million euros in added value, which represents 0.9% of Serbia’s GDP – a clear indication that our contribution is stable, measurable and consistently present. We stimulate employment and local community activity through 22,600 jobs across the broader value chain, which means that every job within the Coca-Cola system or Bambi generates an additional 11 jobs. For us, this report goes beyond figures – it affirms our long-term commitment to being a reliable partner in Serbia’s development, convinced that true value lies in the synergy between economic success and social responsibility.
Likewise, we know that no success is complete without the satisfaction of those with whom we win on the market – our customers, who are at the core of all our operations. We monitor our NPS – Net Promoter Score – daily, and not only as a report for management, but via screens placed in such a way that every employee can see and understand customer needs and expectations in real time. We read the comments, we talk about them, and – most importantly – we react quickly to every potential issue our customers raise. We have dedicated teams ready to respond swiftly, and every piece of feedback helps us learn and grow. We proudly highlight that our NPS reached 83 at the end of 2024, aware that trust is built
at every step, from production to retail and in every conversation with our customers.
Can a company grow, innovate and remain committed to sustainability at the same time?
Our investment cycle in 2024 reached 36 million euros. Still, beyond investing in production modernisation – such as the introduction of the state-of-the-art “SmartCan” canning line and the start of construction on a new warehouse that will increase our capacity by 70% – our aim is for all these investments to contribute to reducing our carbon footprint, aligned with our Group-wide Net Zero by 2040 mission. In line with this, we are reducing CO2 emissions, improving efficiency and upgrading our processes. We also have high ambitions when it comes to implementing artificial intelligence and are making significant investments in digitalisation – around three million euros invested just last year.
However, investment in our people and the development of their skills is a strategic decision that truly makes a difference, because without a strong team, there can be no sustainable growth. We encourage our employees to learn, progress and take on new roles within the system – sometimes even in areas traditionally perceived as “male” roles – and we take great pride in receiving their feedback through internal surveys, where they express their willingness to recommend Coca-Cola HBC as a great place to work and grow, both personally and professionally.
Over the past year, we conducted more than 33,000 hours of training, alongside talent development programmes, mentorship and employee empowerment – because their satisfaction and trust are just as important as any financial indicator. At the heart of everything we do lies the belief that a successful and profitable business can – and must – go hand in hand with sustainable principles, people development and trust-building. That’s why we continue to bring together the best of both worlds – the global system and local presence – to achieve stable growth.
Presentation of the Sustainability Report –Coca-Cola HBC Serbia and Bambi
AFTER THE FORUM GEOTHERMAL ENERGY 2025: HOW HEAT FROM THE DEPTHS CAN BENEFIT OUR FUTURE
The Future of Energy From Beneath the Earth
Harnessing Serbia’s untapped geothermal wealth to fuel a cleaner, more resilient energy future
ALEXANDER PALKOVSKY
Vice President of the Palkovsky Group
Although Serbia possesses one of the highest geothermal potentials in Europe, this renewable resource remains significantly underutilised in its national energy mix. In this interview, Alexander Palkovsky, Vice President of the Palkovsky Group, shares insights into Serbia’s geothermal landscape, its role in the broader energy transition, and the company’s vision for Valjevo - a region with considerable natural resource potential and strong ambitions for sustainable development.
What motivated you to invest in Serbia, and what values do you carry as a family-owned company in your business?
Our investments in Serbia have been driven by a combination of “win-win-win” opportunities, shared family values, and a strong connection to the region. My father, Petr Palkovsky, Founder of the Palkovsky Group, and I share a strong belief in ethical, transparent, and sustainable business practices. We are committed to ensuring that every project delivers value not only economically, but also socially and environmentally.
When my father shared with me his objectives and vision for Serbia, I recognised a unique opportunity to contribute to the green transition in a region closely tied to our heritage. With my experience in renewable energy, I decided to join him in advancing the company’s projects in Serbia.
At Palkovsky Group, we have built a team of leading experts in geology, engineering, energy and
GEOTHERMAL ENERGY IS NOT A REPLACEMENT, BUT A POWERFUL ADDITION TO SERBIA’S ENERGY MIX — CLEAN, LOCAL, AND RELIABLE
hydrogeology - professionals who bring not only deep expertise but also a strong commitment to our shared values. Their integrity and
dedication ensure that our projects are conceived and executed with the environment and society atop of mind.
Geothermal energy is often called the “silent hero” of the energy transition. How do you see Serbia’s potential in this field?
Serbia holds enormous, yet largely untapped, potential in geothermal energy. With over 360 identified thermal water sources across the country - the majority of which remain unused for energy
All Photos: Palkovsky Group
purposes - the opportunity is clear. Remarkably, Serbia ranks fifth in Europe for geothermal potential, yet its contribution to the national heat supply is minimal.
Our goal is not to displace existing energy sources, but to enhance the diversity and resilience of Serbia’s energy mix. Geothermal energy offers a domestic, renewable, and stable source of heat - one that can complement other solutions, reduce pollution, improve energy efficiency and the quality of life of everyday citizens. It uses safe, proven technology, which is closed-loop and poses little risk relative to other sources of energy.
Beyond district heating, geothermal energy can also support agricultural production through year-round greenhouse operations and contribute to the development of health and wellness tourism, vital for revitalising local economies. Unlike imported fuels, geothermal energy is immune to geopolitical volatility and price fluctuations. It is a strategic resource beneath our feet, and we believe it can play a complementary role in Serbia’s energy future.
How do you plan to conduct geothermal research, and how do you intend to use those resources in Valjevo?
Our approach is structured and phased, starting with exploratory studies conducted in collaboration with local experts and institutions. The first phase focuses on geological research and feasibility analysis. Should the results prove favourable, from economic, environmental, and social standpoints, and with support from the local community and authorities, we will progress to the development and utilisation phase.
Leveraging our in-house experience in renewable energy, we will lead the process end-to-end - from exploration, to feasibility, to implementation. I would like to highlight the exceptional expertise of key members of our executive team, including Mr. Rob McCurdy, ICD.D, Chairman of the Palkovsky Group, with over 30 years of global leadership in energy, infrastructure, and resource sectors, and Mr. Adnan Khan, P.Eng., our Chief Operating Officer, who brings decades of experience managing important sustainability-focused projects worldwide.
Transparency is central to our work. The citizens of Valjevo will be continuously informed of research progress, findings, and
WE WANT VALJEVO TO BECOME A NATIONAL EXAMPLE OF HOW SUSTAINABILITY, COMMUNITY ENGAGEMENT, AND ENERGY SECURITY CAN GO HAND IN HAND
projected outcomes. This is not a top-down initiative - it is a collaborative process with the local community at its core.
How could the implementation of geothermal energy impact pollution and heating costs in Valjevo?
Valjevo has faced persistent challenges with air quality, especially during the winter months. In a study we commissioned in 2022, five high-potential geothermal zones were identified by the University of Belgrade’s Laboratory for Geothermal Energy, including one located beneath the city’s heating plant. This opens the possibility for relatively simple integration of geothermal energy into the existing district heating system.
Our intention is not to dismantle current infrastructure but to strengthen and diversify it. Geothermal energy could support seasonal demand, particularly during transitional periods, and complement fossil fuels for baseload heating needs, while ensuring reliable service.
This is a proven technology, widely used in similarly sized European cities such as Munich, Germany. Utilising domestic heat sources can reduce public
expenditures, lower energy costs for residents, and significantly cut emissions over time. We believe that geothermal presents a “winwin-win” opportunity for Valjevo and Serbia.
In June, the Forum on the geothermal potential of Valjevo and Serbia was held in Divčibare. How important are such events for raising awareness and accelerating the energy transition?
The Forum in Divčibare served as a vital platform for dialogue among local government representatives, international diplomats, investors, and energy experts. It was an honour to welcome respected guests, such as H.E. Michelle Cameron, Ambassador of Canada to Serbia, H.E. Jan Bondy, Ambassador of the Czech Republic to Serbia, as well as Mr. Đorđe Milanović, Deputy Mayor of Valjevo and Mr. Aleksandar Ljubić, Executive Director of the Foreign Investors Council.
Their presence underscored that Serbia’s energy transition, both locally and nationally, enjoys domestic and international backing and must be pursued with transparency, professionalism, and public benefit in mind.
Events like these are essential. They build bridges between municipalities and foreign embassies, academia and business, policymakers and engineers. Constructive dialogue is key, and the Divčibare Forum demonstrated that Valjevo is prepared to participate in and lead that dialogue.
What are the following key steps to realise the geothermal potential in Valjevo?
If our timeline proceeds as hoped, geothermal heat delivery for Valjevo could begin within two years in time for Expo 2027 – an ambitious but achievable goal.
In the interim, it will be necessary to complete various studies, compile technical documentation, engage Serbia’s expert community and establish the form of partnership with the Valjevo Municipality to access the existing district heating distribution infrastructure.
Geothermal technology is mature, with many successful reference projects globally, offering us a valuable roadmap. Furthermore, there are many successful examples of public-private partnerships in Serbia, which we can and will refer to going forward.
Our vision is for Valjevo to serve as a national example of responsible and community-driven natural resource development. At the same time, we aspire to contribute to Serbia’s broader energy mix — reinforcing national energy security through innovation and sustainability, not in opposition to, but in partnership with, existing energy solutions.
My Big Fat… Serbian Wedding
A Serbian-American love story wrapped in tradition, diplomacy, and a touch of fashion flair
In Washington, Serbian Tatjana Rajić and American Christopher Rowe found a shared path through their Orthodox faith, blending tradition, love, and family in a unique wedding that brought together friends from both sides of the Atlantic.
Tatjana’s mother, Drina Vlastelić Rajić, is the head of the Representation of the Republic of Srpska in Washington. In a city where cultures meet and stories intertwine, an unforgettable celebration took place at the Serbian Orthodox Church of Saints Peter and Paul.
Tatjana Rajić, originally from the former Yugoslavia, and Christopher Rowe, an American, exchanged vows before God and the people they love. The ceremony was led by Father Vasilije Vranić, priest of the Serbian Orthodox Church, who has known the couple for years and blessed their marriage with warmth and sincerity.
Guests traveled from all across the United States — Kentucky, Texas, Illinois, Florida,
Arizona, Michigan, Maryland, New York, Mississippi, Virginia, Massachusetts, Delaware, Pennsylvania, Wisconsin — as well as from Russia, Republika Srpska, and Serbia, eager to celebrate Tatjana and Christopher’s big day.
Among the guests was Svetlana Horvat, widely known as the “First Lady of Serbian Fashion” and the president of Serbia Fashion Week. Alan Smith served as the an honorary role deeply rooted in Serbian wedding tradition, symbolizing family ties and respect. His connection to Serbian culture runs deep, thanks to his wife, Marija Živanović Smith — a woman of remarkable energy and achievement, and proud recipient of Serbia’s Gold Medal for Merit. Marija was the wedding’s godmother.
At the heart of the celebration were Tatjana’s family and friends, led by her mother, Drina Vlastelić Rajić, who dedicates herself to building connections between her homeland and the United States, both personally and professionally.
IN THE HEART OF WASHINGTON, A SERBIAN BRIDE AND HER AMERICAN GROOM TIED THE KNOT WITH BLESSINGS, BALKAN MUSIC, AND GUESTS FROM THREE CONTINENTS
Aviation Industry Facing Challenges of Sustainability and Growth
Global gathering in India brings together leaders from 120 countries, with strong messages on climate responsibility, digital solutions, and airline network expansion
The world’s largest aviation industry gathering, the Annual General Meeting (AGM) of the International Air Transport Association (IATA) and the World Air Transport Summit (WATS), was held at the end of May in New Delhi. The host of this year’s edition was IndiGo, the fastest-growing airline in the market, while more than 1,700 participants from 120 countries attended, including senior representatives from airlines, governments, regulatory bodies, and the media.
This year’s meeting carried particular significance, not only due to the global context in which aviation faces challenges of sustainability, digitalisation, and economic pressures, but also due to India’s role in the transformation of the sector. Indian Prime Minister Narendra Modi personally opened the summit, emphasising the strategic importance of developing aviation for the country’s economic growth.
INDIA IS BECOMING A KEY GLOBAL AVIATION PLAYER, WITH AMBITIOUS PLANS FOR INFRASTRUCTURE AND THE CONSTRUCTION OF OVER 200 NEW AIRPORTS
“Aviation is not just a means of transport – it is a tool that drives the economy, connects people, accelerates trade, and enables millions of jobs. India has the
ambition to become a global aviation hub, and we will achieve that through investment, infrastructure, and innovation,” Modi told the participants.
Speaking about major infrastructure projects, Modi underlined India’s plans to construct more than 200 new airports, increase the capacity of existing ones, and invest heavily in modernising air transport, all in line with the vision of positioning the country among the world’s leading aviation hubs.
Data indicate that India’s air transport market is experiencing rapid development. Over the past year alone, passenger numbers in India grew by 15%, while the sector directly employs around 370,000 people. The overall contribution of aviation to India’s economy is estimated at more than USD 53.6 billion annually. Forecasts indicate that by 2043, India will become the world’s third-largest aviation market, behind only the United States and China.
However, in addition to economic growth, the central theme of the forum was the fight against climate change. IATA Director General Willie Walsh reminded
IATA AGM IN NEW DELHI
the audience that the aviation industry must take responsibility for achieving net-zero carbon emissions by 2050.
“We need to be realistic, yet ambitious. Passengers want to fly, the world needs to stay connected, but not at the planet’s expense. That is why we are investing in new technologies, sustainable aviation fuel (SAF), fleet modernisation, and digital solutions that help reduce emissions,” Walsh stressed.
As a concrete step in that direction, IATA presented an upgraded version of the CO2 Connect platform, now integrated with global flight booking systems, including Amadeus. This tool enables passengers and corporations to obtain precise information on CO2 emissions for each flight at the point of ticket purchase, based on real operational data from over 70 airlines. The sector thus gains a consistent method for calculating emissions, meeting the latest international standards, including ISO 14001, as well as strict European Union regulations. The transparency provided by CO2 Connect aims to support informed travel decisions and assist airlines in accurate reporting within increasingly complex and demanding regulatory frameworks.
Another critical technological advancement is the FuelIS system, an analytical platform that processes data from over eight million flights annually. GOL and TAP Air Portugal were among the first carriers to implement this tool. FuelIS allows airlines to conduct detailed analyses of fuel consumption, identify potential savings, and reduce unnecessary operational costs. IATA estimates that widespread use of FuelIS could contribute to reducing carbon emissions by approximately 10% by 2050, significantly impacting the achievement of global climate targets.
Alongside these initiatives, IATA openly addressed the longstanding issue of blocked airline revenues in certain countries. The latest data reveal that a total of USD 1.3 billion from the sale of air tickets and related services remains trapped due to restrictive foreign exchange policies and administrative barriers in around ten countries, including Mozambique, Algeria, Bangladesh, Nigeria, and several markets in Central Africa. Although this represents an improvement compared to the previous period when the total amount exceeded USD 2
AIR SERBIA UNVEILED ITS PLANS FOR NETWORK EXPANSION
ACROSS EUROPE
AND THE MIDDLE EAST – THE SERBIAN CARRIER’S PRESENCE DREW SIGNIFICANT ATTENTION FROM GLOBAL MEDIA
billion, IATA emphasises that such practices undermine airline liquidity, erode investor confidence, and ultimately harm market connectivity and mobility for citizens.
Among the topics that marked this year’s gathering, diversity, equality, and inclusion stood out as key themes. IATA presented its annual awards to individuals and organisations making significant contributions to increasing the representation of minorities and women in the aviation sector.
Captain Claudia Zapata-Cardone, founder of Latin Professionals in
Aerospace, received the award for personal contribution. In contrast, Katherine Moloney, founder of Elevate (her) Aviation from Canada, was named the best young leader. Air Canada received the team award for its CARE initiative, which includes mentoring programmes, education, and career development opportunities for women and members of minority communities across Canada.
These awards come at a time when the aviation industry globally is working to reduce gender
and ethnic disparities, particularly in leadership and technical roles, which continue to be male-dominated.
Finally, it was announced that the next IATA Annual General Meeting will be held in Rio de Janeiro in June 2026, hosted by LATAM Airlines Group. This will mark the first return of the IATA forum to Latin America in over two decades, highlighting the growing importance of markets across the southern hemisphere.
The New Delhi summit sent a clear message: the future of aviation will be shaped by the industry’s ability to simultaneously address climate challenges, digital transformation, economic pressures, and the growing demand for social responsibility and inclusion.
SERBIA AT IATA AGM
Air Serbia’s presence at the IATA AGM in New Delhi garnered international media attention, particularly due to the airline’s plans for further network expansion. The focus was on new seasonal routes to popular European destinations, including Mykonos and Florence, as well as the return to the Georgian market with the Tbilisi service. The airline also announced its intention to strengthen its presence in the Middle East region in the future, aligning with rising demand and Belgrade’s strategic positioning as a transportation hub.
The 2025 IATA AGM, held in early June in Delhi, India, was also marked by a record number of Serbian media and domestic aviation journalists in attendance.
IndiGo Media Briefing - Benoît de Saint-Exupéry, Executive Vice President Sales of the Commercial Aircraft business, Airbus - Pieter Elbers, CEO, IndiGo
Shaping a Trusted Voice in the Region
How a European news brand is redefining journalism standards across the Western Balkans
MINJA MILETIĆ
Regional Director of Euronews
In a rapidly changing media environment marked by political pressure, digital disruption, and shifting audience habits, Euronews is striving to maintain editorial independence, professionalism, and credibility. We spoke with Minja Miletić, Regional Director of Euronews for Serbia, Bosnia and Herzegovina, and Montenegro, about the challenges of running a regional newsroom, the responsibility of fact-based journalism, and the network’s growing role in the Western Balkans.
How would you describe your professional journey from a medical doctor to the Regional Director of Euronews?
My career path has not been typical—especially compared to that of most of my colleagues, primarily
because I had worked part-time in television during my studies, initially reading news bulletins and then gradually learning to produce reports, conduct fieldwork, investigate, and understand every stage of the journalistic process. I
JOURNALISM IS A CALLING, NOT JUST A PROFESSION
journalists—but it has certainly been authentic. After graduating from the Faculty of Medicine in Belgrade, I realised I was strongly drawn to the media—partly
learned through experience, taking on concrete tasks —often under pressure —but with a great desire to master the craft. As you know, journalism is addictive—it’s a
calling, not just a profession. A passion that many of the best among us have dedicated their lives to.
That’s precisely why I believe it’s essential to go through every stage of journalism—from basic skills and fieldwork to editing and newsroom management— because only then do you gain a full picture. Formal education is equally important, as it provides breadth, structure, and a sense of responsibility towards knowledge. Although my degree was not directly related to media, medicine taught me to think analytically, to be thorough, and to take public discourse seriously—skills I rely on every day.
When I graduated, it was a difficult time to find work. However, I was offered a permanent position in television, so the transition from medicine to journalism felt like a natural continuation of my quest to understand the world and contribute to society through the questions I ask. Over the years, I built my career as a journalist, presenter, and editor. When I was allowed to lead a television station, I knew it was the moment I had professionally grown into.
Today, as Regional Director of Euronews for Serbia, Bosnia and Herzegovina, and Montenegro, I try to lead the team with the same commitment I brought to every other newsroom role I’ve held. From the outset, the goal of the Euronews Serbia project was clear: to introduce European standards into the local media space and to build trust through accurate and impartial reporting. That goal remains unchanged, but the way we achieve it continues to evolve in line with shifts in the media industry.
Our owners and partners follow global trends and are focused on strengthening our influence by increasing viewership, expanding our regional presence, and prioritising digital platforms that are increasingly shaping how audiences consume news. The world of media is changing faster than ever—and it is our responsibility not only to keep up with these changes, but to understand them, help shape them, and remain true to the values that define us: truth, responsibility, decency, and credibility.
What are the key challenges and lessons you have learned over two decades in the media industry?
I have worked in the media for almost 25 years, and during that time, I have faced various challenges—ones that, at their core, have remained the same, even as their form has evolved. At the beginning of my career, I struggled with knowledge, space, and recognition. Later came greater responsibilities and the constant need for personal development.
I believe that journalists grow the most professionally in times of crisis—when information must be accurate, fast, and verified, and when decisions must be made under pressure and without delay. That’s when the team’s strength and leadership skills truly come to the fore. This is exactly what I strive for in my current role,
leading the channel together with Editor-in-Chief Dragana Pejović. Dragana is a seasoned journalist with extensive experience built during her years at the editorial office of NIN, a renowned weekly publication. As editor-in-chief at Euronews Serbia, she has full professional freedom and responsibility to shape the news programme according to the highest standards of relevance, impartiality, and editorial independence, which is the core of the Euronews brand in all of its newsrooms.
One of the greatest challenges today is undoubtedly digital transformation—shifting from traditional broadcasting to multi-platform news delivery, working with data, algorithms, and an audience that is changing rapidly and no longer consumes news in the way it was consumed for decades.
However, I view every shift in the media landscape as an opportunity rather than a threat, provided we are willing to learn, adapt, and remain faithful to the core principles of journalism. Above all, I like to remind both myself and my colleagues that the most important thing is to share a common goal, a shared idea, and a vision.
What motivated you to take on a regional leadership role, and how has it changed your dayto-day work?
When I was offered the opportunity to step into a leadership role—after nearly 25 years in the media—I gave it careful thought, as any responsible person would. Taking on responsibility for people, content, competitiveness, and professional standards was my greatest challenge.
WE DON’T OFFER ONE TRUTH—WE OFFER FACTS AND PERSPECTIVES
However, I saw it as both an opportunity and a motivation to continue working in media, but from a different perspective: one that involves strategic planning, team development, regional coordination, and upholding the brand’s standards.
At the same time, I have not stepped away from journalism or from hosting programmes, because I believe that direct contact with the audience and with guests makes a real difference. It’s not easy to be a director when, at heart, you’re still a journalist—but in the media world, that’s exactly what makes a good director. The best ones often come from the newsroom.
How does your show “Direktno sa Minjom Miletić” align with the broader mission of Euronews?
“Direktno sa Minjom Miletić” is my way of contributing to public dialogue in Serbia and the region. Although, to be frank, it has become increasingly difficult to maintain a balance between opposing views. We live in a time when audiences often choose media outlets not to become informed, but to reinforce their existing beliefs. The willingness to listen to different or opposing opinions is becoming increasingly rare.
Still, I believe that a journalist’s job is not to cater to the audience, but to build a relationship based on trust, grounded in facts and responsibility. Our connection with the audience cannot and should not be one-sided; it must be reciprocal and built on accountability. Regardless of what the audience may prefer to hear or see at any given moment, our obligation is to remain close to the truth.
In today’s landscape of digital fragmentation and the constant battle for attention, truth and credibility often matter more and have greater long-term value than ratings alone. It is a more difficult path, but it’s the only one that truly matters.
More and more mass media outlets are shifting from a universal approach to targeted content, selecting tone, format, and topics tailored to specific audience expectations. In such an environment, it becomes even more important to preserve spaces where objectivity, diversity, and professionalism are upheld.
In my show, I aim to ask questions that not only demand accountability but also foster understanding, because I believe that is the only path to meaningful
dialogue. The programme has now been running for nearly five years, and in my view, it naturally aligns with the broader mission of Euronews: to inform, explain, and give space to diverse voices.
My goal is to create a space for serious conversations about important issues, without sensationalism, populism, or trivialisation. I also try to include political figures from across the region, because I believe their perspectives and arguments deserve to be part of the wider public discourse.
Euronews, both globally and regionally, positions itself as a channel that values professionalism, impartiality, and dialogue—and, as I’m sure you’ll agree, those are rare and precious qualities today. On Euronews Serbia, conversations are open, reasoned, and respectful towards both the guests and the audience. I believe that this is the value journalism must continue to uphold—now and in the years ahead.
What do you expect from Euronews’ regional expansion? What are the main goals of launching channels in Bosnia and Herzegovina and Montenegro?
Our goal is not to deliver a single “truth,” but to provide accurate, verified, and timely information, along with a range of perspectives. In Bosnia and Herzegovina and Montenegro, we have established newsrooms composed of outstanding journalists and editors whose content respects the local context while adhering to European standards.
Audience feedback makes it clear that people recognise professionalism and value information that is free from manipulation, especially in the complex political environments that both Bosnia and Herzegovina and Montenegro face.
We are very pleased with how Euronews BiH is performing so far. We receive daily reports, and it’s clear that viewers in Bosnia and Herzegovina perceive us as a channel that informs rather than imposes conclusions, allowing the audience to form their own opinions. Our reports are being cited, and our news is being followed closely. We certainly aim to expand the programme offering in the future.
Montenegro is also ready to launch, and we expect strong results there as well. The team selected is highly motivated and
OUR DUTY IS TO STAY CLOSE TO THE TRUTH, NOT TO PLEASE THE AUDIENCE
eager to contribute to a brand like Euronews.
Moreover, Euronews Serbia already enjoys a loyal audience across the region—an encouraging foundation for continued growth and deeper engagement throughout the Western Balkans.
How does Euronews position itself in relation to other regional and international news channels?
Euronews positions itself as a European news channel guided by the principles of accuracy, balance, and reasoned reporting. Unlike many regional broadcasters that are often clearly aligned with specific political positions— such as N1, which is widely perceived as opposition-oriented, or RTS, which carries the burden of state influence—Euronews strives to maintain a neutral stance and credibility. That is a particularly demanding, yet essential, task in this media environment.
In every large newsroom, there are difficult decisions to be made. In this case, it was strictly a matter of organisational changes and job rationalisation. No decision was made based on any employee’s personal views—it was about operational efficiency. If that had not been the case, more people would have been let go.
Unfortunately, some chose to politicise the matter. Euronews Serbia respects the right to individual opinion, but it also demands professionalism, ethical conduct, and a team-oriented culture. I am open to dialogue, but not to manipulation.
I believe we were the only newsroom to broadcast a statement from a group of our employees who disagreed with management’s position over two full days, in prime-time news. Can you name another media outlet in the world that would do that? I am proud of it because it demonstrates Euronews’ commitment to pluralism of opinion.
Ultimately, we all shared the same goal at the time: to defend our colleagues at RTS. We remain the only newsroom in Serbia that publicly, and on two separate occasions, called for the unblocking of the public broadcaster.
Compared to major global networks like CNN or the BBC, Euronews offers a distinctly European perspective—closer to our region—and provides more space for local and regional issues, while maintaining the scope and standards of international journalism.
Euronews serves as a bridge between the global and the local— a place where Serbia and the wider Balkans are presented within a broader context, while still being given space and a voice. Our goal is not to be the loudest, but the most reliable.
Euronews Serbia has recently gone through turbulent times. Several former employees claimed they were dismissed because of their views about the company you led. Could you provide more information about this, particularly in light of the statements made by NUNS and UNS?
The Euronews leadership made every effort to minimise the number of redundancies. The entire process was transparent and announced in advance, and aligned with the broader “Digital First” strategy launched by our central office two years ago. Layoffs have occurred in other media outlets as well, even before ours. N1, for instance, has seen job cuts in both Bosnia and Croatia, and here in Serbia, other outlets are currently undergoing similar processes. Yet media associations remain silent. Why?
I’ve read allegations about a socalled purge at Euronews. But anyone who watches our programming can see there is no basis for such claims. As Director, I have never received a single formal complaint from staff about censorship. And yet I suddenly began reading accusations of repression, without any evidence, and coming from individuals who lost their jobs due to poor performance.
There’s an important rule in journalism: if you’re experiencing pressure, you report it immediately—or never. Speaking about it a year later either means you accepted it or that your claims lack moral credibility, or both.
What we ask of our journalists at Euronews is to meet professional standards. Why certain political and business groups tried to target our channel and manipulate public perception—while serious violations of labour rights and journalistic codes are tolerated elsewhere—is a question for them, for the journalist associations, and for competing media outlets they cooperate with.
With sincere regret, I must say that the two largest journalist associations in Serbia—especially in recent months, though not exclusively—have strayed significantly from their role as impartial and credible voices in the media space. They spent weeks echoing unverified claims about Euronews, without ever attempting to hear the other side. We do not publish falsehoods, and we do not respond to them.
How are topics and guests selected for Euronews programmes?
I do not interfere with editorial decisions or the selection of guests. However, I am in daily communication with our Editorin-Chief, Dragana Pejović, whom I trust fully, as well as the trust of our employer and the Euronews central office.
Topics are chosen based on their relevance and timeliness, and through discussions at daily editorial meetings, just as in any other media outlet, but with significantly more freedom of thought and greater openness to diverse viewpoints and suggestions. I know this from personal experience in other media environments.
The editorial policy of Euronews—which I helped shape through the selection of the editor-in-chief and in other ways—is clear: we focus on issues relevant to our society, without sensationalism, and we choose guests based on their expertise, influence, and responsibility in decision-making processes. Credibility is essential, just as it always has been in media outlets that value their reputation with the public.
Of course, some politicians refuse to appear on our programmes, only to later claim that media freedom does not exist. That is beyond our control as journalists and editors.
I often state openly in my programmes who was invited and why they declined to participate— because our viewers expect to
EURONEWS AIMS TO BECOME A SHARED EUROPEAN PLATFORM FOR THE WESTERN BALKANS
hear all sides, and I believe I must be transparent about that. It is one of the most difficult tasks today— bringing together two or even three different perspectives—but we will not give up on it.
The European Commission and the Media Freedom Rapid Response (MFRR) have recently raised concerns about political pressure, censorship, SLAPP lawsuits, and attacks on journalists in Serbia. How do you respond to these findings, and do you believe Euronews Serbia upholds European standards of media freedom?
The European Commission has selected Euronews as an official partner for communicating EUrelated content. Euronews Serbia is part of this trusted European network, and I believe it’s important to emphasise that, as it reflects the credibility we’ve earned from both European institutions and the professional public.
As a journalist, I believe professional ethics require us to begin with facts before concluding any report, including those from the European Commission.
When it comes to the views of European media professionals, I can share my personal experience. Euronews operates newsrooms across Europe and the
world, and I am in regular contact with colleagues from the highest levels of the organisation. These are some of the most respected professionals in the industry, and interestingly, the restriction of media freedom in Serbia has never once been raised as a concern in our conversations.
On the contrary, their questions often focus on how such a diverse media landscape can exist in a single market, from Euronews, Al Jazeera, and Radio Free Europe, to Russia Today. That pluralism is rightly seen as a strength.
As for the MFRR initiative, I first became aware of it recently when they invited me to a meeting, which I gladly accepted. I later reviewed the report they produced, and I must say that I was somewhat surprised by its content, primarily due to certain ambiguities, a lack of depth, and how information was presented. It seemed to me that with a more thorough approach and broader consultation with relevant sources, a more complete and balanced picture could have emerged.
What stood out most was that, in preparing such a serious document, the authors had not consulted with key institutions—such as the police or the Prosecutor’s Office for High-Tech Crime—before concluding that attacks on journalists via social media were likely.
Furthermore, the list of journalists said to have been targeted included individuals who, unfortunately, have themselves been known to publicly target others— a practice that should not be normalised.
I firmly believe that for all of us working in media, it is vital to strive for professionalism, balance, and fact-based reporting—especially when addressing sensitive topics such as journalist safety and freedom of expression.
I remain open to cooperation and dialogue, but I also believe that any serious conversation about media freedom must be grounded in accuracy, fairness, and context.
How do you envision Euronews five years from now, in terms of content, audience, and impact?
I see Euronews Serbia as a multimedia platform that connects the region, delivers accurate information, and empowers citizens through knowledge. My ambition is for us to become the first choice for those seeking reliable news—a medium that people turn to not just to find out what happened, but to understand why it happened.
Starting this autumn, we will introduce new formats and further strengthen our engagement with audiences through social media and other digital channels. These digital formats, of course, cannot exist without quality television content, but we are determined not to fall behind the times. We want the next generation of Euronews viewers to come from the digital space.
In five years, I hope we will have evolved into a fully integrated platform, relevant on both TV screens and mobile devices. Our audience is already diverse, comprising both young and old, as well as individuals who seek accurate information and expect every piece of content we produce to offer genuine insight.
We are also considering the launch of an additional channel in another neighbouring country. Euronews is already experiencing strong growth and impact in Serbia and Bosnia and Herzegovina, and I believe Montenegro will follow a similar path. In the years to come, our aim is to be recognised as a shared European broadcaster for the Western Balkans—one that respects local differences, while promoting universal values.
Delta Holding Drives the Green Transition in Serbia
From solar plants to smart agriculture – leading the way in sustainability, innovation and community partnerships
At Delta Holding, we have integrated sustainability principles into all aspects of our business – from strategy and governance to operational processes and relationships with the community and the natural environment. We are committed to being an active participant in building a better, fairer, and greener future.
We believe it is essential to continually inform all stakeholders about our ESG goals, the strategies we employ to achieve them, and the results we’ve accomplished. That’s why we recently published our 16th Report on Sustainable and Responsible Business.
As with previous editions, this report was prepared in line with the Global Reporting Initiative (GRI) methodology. To identify material ESG topics, we applied the principle of double materiality, meaning we assessed both our impact on society and nature, as well as how environmental and social challenges affect our business.
Three years ago, we set clear targets for key ESG areas. One such goal is to reduce greenhouse gas emissions by 50% by 2030. We are on the right track, having reduced emissions by 18.6% in 2024 compared to 2023, primarily through investments in renewable energy sources. Delta Holding currently operates 27 solar power plants with a total capacity of 7.3 MW. In several locations, we also use biomass for heating and to power production processes.
Thanks to the use of solar and biomass energy, we prevented the emission of
DELTA
HOLDING SETS A NATIONAL EXAMPLE IN GREEN ENERGY, SMART FARMING, AND SUSTAINABLE URBAN DEVELOPMENT
approximately 31,000 tons of CO2 – an amount that would require 1.5 million trees to absorb in a single year.
Delta Real Estate continued to lead in green building innovation, launching major projects in Belgrade and Novi Sad. The successful renovation of the Sava Centre was marked by the opening of the Blue Hall – a venue unique in the region for its capacity and ambience tailored to modern needs.
Construction also began on the luxury Delta District residential and business complex in Belgrade, which will be certified with prestigious LEED and WELL standards. At the same time, Delta Iron is being developed in Novi Sad – a business complex targeting LEED Platinum certification, using 60% renewable energy from its own sources. Both projects will incorporate geothermal probes, solar panels, energy-efficient facades, and abundant greenery, aligned with the principles of sustainable and healthy urban living.
Delta Auto Group introduced the new Farizon brand of electric delivery vehicles to the Serbian market, supporting the electrification of last-mile delivery and the reduction of fossil fuel use. Other members of our distribution group, DMD and DTS, upgraded their fleets with electric delivery vehicles and continued to embed sustainability standards into their operations.
In the Delta Agrar and Food Processing divisions, producing high-quality products remains a top priority, achieved, among other things, through cooperation with suppliers who meet high labour and quality standards. Delta Agrar supports the development of small producers through partnerships and cooperatives, promoting consistent quality. A key part of our strategy is the implementation of regenerative and precision agriculture. Innovative technologies enable faster data collection, better decision-making, more efficient resource use, and the preservation of soil and water for future generations. We share this knowledge with farmers through our “Our Village” and “Digital Village” projects, which have helped over 150 farms adopt modern technologies and move toward more sustainable rural livelihoods since 2018.
Resilience, excellence, innovation, and partnerships are the key values that shape our business. By relying on our people, their knowledge, and their values, we will continue to drive sustainable growth that is meaningful for our company, society, and future generations.
All photos: Delta Holding
THE KING’S OFFICIAL BIRTHDAY
FEATURED INTERVIEW
THE SPACE BETWEEN US IS SMALLER THAN WE THINK
H.E. Edward Ferguson
The British Ambassador to Serbia
EVENT
LONG LIVE THE KING – AND THE FRIENDSHIP
A classic British garden party with music, pageantry, and a toast to friendship
TRAVELOGUE WHAT ELEANOR RIGBY WOULD SEE FROM HER WINDOW TODAY by Robert
Čoban
The Space Between Us Is Smaller Than We Think
How the UK and Serbia Are Rediscovering Their Natural Partnership
In this exclusive interview for Diplomata, the television programme produced by Diplomacy&Commerce magazine in collaboration with Euronews Serbia, H.E. Edward
Ferguson, the British Ambassador to Serbia, speaks candidly about the evolving relationship between the United Kingdom and Serbia. From trade and education to security, culture and shared values, Ambassador Ferguson offers a thoughtful perspective on the opportunities and challenges that lie
ahead — and why he believes the two countries are, more than ever, natural partners.
I want to begin this conversation by inquiring about your diplomatic career. You’ve had an extensive career in the UK Ministry of Defence, as
well as diplomatic assignments in Bosnia and Herzegovina and Washington. How have these experiences shaped your perspective on working in Serbia?
The most relevant for me was my four-year experience as the British Ambassador to Bosnia and Herzegovina. That was my first encounter with the Western Balkans, and it was then that I developed a fondness for this region. It was also the first time I saw the enormous potential, especially among young people in the region. However, the slow pace of reforms somewhat limits that potential.
Working in the Ministry of Defence was fascinating, but I find it less relevant. Still, I have learned from personal experience the importance of peace. I sincerely hope this region will never experience conflict again.
I have to say that whether I’m drinking Jelen in Belgrade, Sarajevsko in Sarajevo, or Karlovačko somewhere else, people are all the same. Generous, kind, with similar hopes and problems, and a desire for a better life for themselves and their children.
I spent four years in Washington before starting my mandate here. The most important thing I learned there is how focused the United
WE HAVE FAR MORE THAT CONNECTS US THAN DIVIDES US
States is today on China and the Indo-Pacific region. I believe they expect Europe to solve its problems. I believe the United Kingdom has demonstrated genuine leadership in European security over the past few years. Still, our goal is to collaborate with Serbia and all neighbouring countries to help you realise your full potential.
H.E. EDWARD FERGUSON
The British Ambassador to Serbia
You have repeatedly mentioned the great potential for enhancing cooperation between Serbia and the United Kingdom, particularly in areas such as trade, technology, environmental protection, as well as culture and education. During your mandate, have you achieved some of these goals, and what would you like to accomplish before the end of your term?
I see my role as the British Ambassador as building more modern and forward-looking relations with Serbia. That doesn’t mean we’ll agree on everything, but we strive to build a relationship based on mutual respect and shared interests. We engage with all stakeholders in Serbia on the importance of reforms and resolving long-standing disputes with our neighbours, while also working to strengthen our bilateral relations.
I’m excited about the potential in the economic and trade sectors. Our annual trade exchange already exceeds £ 1 billion, which is great. The most advanced sectors of the economy are growing, including digital technologies, biotechnology, and renewable energy.
Cooperation with Serbia’s security services is also important. We’re working together on operations against organised crime and illegal migration, which is of great significance. I find it rewarding to work on connecting people from Britain and Serbia, especially through cultural projects.
Last week, I opened the David Hockney exhibition at the Museum of Contemporary Art in Belgrade — for me, that was fantastic. This week we’re organising the King’s Birthday celebration, where we expect over a thousand guests. We’re trying to refresh our relationship and build it for the future. It’s a very active relationship between Britain and Serbia.
The UK actively supports Serbia’s accession to the European Union. On the other hand, the UK has left the EU, yet still participates in the work of its institutions. What role do you see for the EU in Serbia and more broadly in the region?
Serbia has independently decided that it wants to join the European Union, and that makes perfect sense to us. In my experience, you are a European country, surrounded by EU and NATO members, and the vast majority of your trade is with Europe. We fully support that and want to work towards achieving that goal.
The EU accession process is important due to its impact on reforms, institutions, the rule of law, media, and other key areas. As you mentioned, in 2016, we decided to leave the EU for our reasons. We can’t change geography — we have a different history, economy, and set of circumstances. Still, we recognise that the current security situation in Europe, especially after Russia invaded Ukraine, is very tense. That’s why we want to work even more closely with the EU.
A few weeks ago, we reached an agreement with the EU that will improve our trade and also open the door to cooperation in
OUR TRADE EXCHANGE ALREADY EXCEEDS £1 BILLION — AND IT’S STILL GROWING
defence and security. That’s good news. This year, we’ll be hosting the Western Balkans Summit in London, as part of the Berlin Process. It’s a great opportunity to work with Serbia and other countries in the region, and to support your path toward the EU.
You also mentioned NATO. How do you view the Serbian Government’s position on NATO? Of course, I fully understand that Serbia has a complicated history with NATO. We respect that. We fully acknowledge your decision on military neutrality — that’s fine with us. If you ever decide to change that position, we will, of course, support you, just as we supported Finland and Sweden.
We believe it has never been more important to preserve peace and security in Europe and to prevent aggression from nonEuropean Russia. That’s why we work with all countries, regardless of whether they are NATO members. We maintain good relations in the field of defence with Serbia, particularly in the areas of military medicine and education. I’m pleased that our soldiers are serving alongside UN troops in Cyprus, and that the British contingent
will once again take part in the “Platinum Wolf” exercise here in Serbia this year.
We’re already doing a lot together, but I’m convinced there is much more room for deeper cooperation.
Last year, the United Kingdom called on both Kosovo and Serbia to demonstrate commitment to dialogue at the UN Security Council. How do you see Serbia’s role in maintaining regional stability?
Put, Serbia is the largest country in this region, both in terms of population and economy. That means you have a significant role to play in maintaining regional stability. And I think that’s very important.
Since my last visit to the region as Ambassador to Bosnia and Herzegovina, we’ve seen some progress in relations with Albania and Hungary. However, I would like to see faster progress in the relationship between Belgrade and Sarajevo, for example. And, of course, when it comes to the normalisation of relations with Kosovo.
You mentioned trade, which we’ve already praised as an area of growth. The trade reached £1.1 billion in 2024, representing
ART,
MUSIC, AND SPORT CONNECT PEOPLE IN WAYS POLITICS NEVER CAN
a 3.6% increase from the previous year. What factors have contributed to that growth?
Our trade exchange is continuously growing. I think that’s fantastic. There are several reasons behind it. I believe Serbia has great economic potential.
Companies that have entered the Serbian market are impressed by the quality, especially of your people. That, in my opinion, is the most important factor. We are currently the third-largest trading partner in terms of trade and services with Serbia, behind the US and Germany.
That’s particularly thanks to links in the digital sector, which is growing rapidly. London seems to be the epicentre of the global digital industry. We are the largest in Europe, with a market worth over £ 1 trillion. So we are a natural base for Serbian companies.
At the same time, an increasing number of British companies are investing in Serbia. Recently, the company Paysend opened an office in Belgrade. We have companies across various sectors, including construction, renewable
energy, agriculture, mining, technology, biotechnology, and many others. And I think that’s fantastic — but I want us to build even more.
Another factor that has contributed to trade between the United Kingdom and Serbia is the customs agreement signed by our two countries last year, which came into force in May this year. How will that agreement improve the efficiency of trade?
It was the first international agreement we concluded after Brexit in the customs area. It’s not a copy of the previous model with the European Union, and I think that shows how seriously we take our relationship with Serbia.
We hope it will serve as a foundation for even greater cooperation, particularly in the fight against organised crime and illicit finance, as well as for further discussions on the efficiency of our systems and standards in customs. The goal is to improve customs relations for the benefit of all companies.
You mention benefits. What benefits can Serbia gain from the UK’s global trade strategy?
We hope those benefits will be mutual, of course. As I said, I see these kinds of relations as a bright spot in our bilateral ties. Our new government is highly focused on promoting economic growth and supporting British companies globally.
Increasingly, companies are discovering the Serbian market and bringing with them excellent standards of business and ethics. I hope that will be beneficial for Serbia.
One of the most powerful tools I have as British Ambassador is UK Export Finance — a form of financial support we offer Serbia, up to £5 billion. It’s an opportunity to transform Serbia’s infrastructure and energy, and also to attract even more British companies.
Fantastic. One topic we can’t avoid when discussing diplomacy is the US and the tariffs introduced by the Trump administration. For example, as of 4 June, import taxes on steel and aluminium have been raised to 50%, while for the UK, they remain temporarily at 25%. How does the United Kingdom view this approach?
I spent four years in Washington, and from personal experience, I
can say that there are no closer allies than the UK and the US.
Precisely for that reason, we reached a new and important agreement with the US in the trade sector a few weeks ago, so we won’t be affected by the additional tariffs that will be imposed on other countries. We’re working with the US on implementing that agreement, and we hope to see the 25% tariffs and other barriers lifted.
I believe this will lay a solid foundation for further cooperation between the UK and the US in the newest and most exciting sectors, such as space exploration, nuclear fusion, quantum technology, biotechnology, and others.
The United Kingdom and Serbia share a rich cultural heritage, particularly in the realm of football. Unfortunately, we also share some challenges, such as hooliganism and fan safety at matches. In the UK, Margaret Thatcher introduced stricter measures that eventually brought order. What is the British recipe that Serbia could learn from?
I wouldn’t say we have all the answers. The situation isn’t perfect. However, from the 1980s to the present, we’ve made significant progress. Our stadiums are now much more inclusive and safer, which is fantastic.
That didn’t happen overnight. We worked together for years, with a joint effort involving the football association, the police, the government, fans, the media, and everyone else. Everyone worked
together, and I think the situation is much better now than it used to be; however, it’s something we must constantly work on.
On that note, I’m excited that this year, in September, England will be playing Serbia here in Serbia — for the first time since 1987, I think. Very exciting. And then the return match at Wembley in November. I hope it will be a very safe and fantastic match.
The UK is also known for its music. Our EXIT Festival, the largest music festival in Serbia, has hosted bands such as Deep Purple, The Prodigy, and, of course, The Cure. These bands have had a profound influence on our music and rock scene. What role do you see for music, festivals, and the arts in general in modern diplomacy?
I think they’re very important, because art, music, film — they’re fantastic ways to connect people. When I first arrived in this region, I was amazed by how much people here love British music, art, fashion, film, television… and of course, football.
These are the areas where we’re most closely connected. As I mentioned, I opened the David Hockney exhibition here
in Belgrade last week. One of my favourite events last year was the Ed Sheeran concert — it was a huge party, a fantastic atmosphere.
Another special moment was the fashion show we organised at the residence, featuring British and Serbian designers.
As you said, this summer we’ll see many British artists here. Massive Attack will be performing at EXIT, and Billy Idol, Faithless, and many other artists will also be in attendance.
I think that ongoing exchange means that whenever Brits and Serbs meet, they discover how much they have in common. Both bands and ambassadors are ambassadors for their countries, and that’s a powerful tool for creating a positive image of Britain in Serbia.
I haven’t mentioned it yet, but I’m especially looking forward to the performance by a local Beatles tribute band at our celebration this week. I’m sure it’s going to be fantastic. Absolutely.
You also mentioned education. Are there opportunities for Serbian students to study in the UK, and vice versa — for British students to come to Serbia?
IF SERBIA EVER DECIDES TO CHANGE ITS POSITION ON NEUTRALITY, WE’LL SUPPORT YOU, JUST AS WE DID WITH FINLAND AND SWEDEN
Yes, there are plenty of opportunities. Many Serbian students are already studying in England, and I come across them wherever I go. Just yesterday, for example, I was in Šabac and met a musician there who had studied in England.
One of the best things our government does here in Serbia is the Chevening Scholarship programme. It’s a fantastic opportunity for young people from Serbia to study at universities in the United Kingdom — completely free of charge — for one year at the master’s level.
We currently have over 300 people in Serbia who have completed the programme. I think that’s fantastic. Additionally, we offer other scholarships, including those specifically for women in STEM fields and professionals in cybersecurity.
We now also have a new opportunity — a joint course from the University of Cambridge called Ignition. It’s a six-month mentorship and training programme, conducted online and in Cambridge, designed for startups and innovators from Serbia. I hope many companies will apply. Absolutely.
What do you envision as the future of relations between the United Kingdom and Serbia? I think one of the challenges we face is that we often view each other through the lens of the 1990s. And we forget that for most of the past 150 years, we’ve been close allies and partners. I would like us to work together in the future to revive the spirit of partnership we once had and also to modernise that relationship, because I believe we are natural partners — that has been my experience throughout my time in Serbia, and that will be my mission.
Looking back on your time as the British Ambassador to Serbia, what message would you leave for future generations of diplomats and citizens working to strengthen the relationship between the two countries?
That sounds a bit like a farewell message (laughs) — I plan to stay for another two or three years — but I would say that we have far more that connects us than divides us. I would emphasise that we are natural partners, and I would love for us to work even more closely in the future.
Long Live the King – and the Friendship
A classic British garden party with music, pageantry, and a toast to friendship
His Majesty King Charles III, as the sovereign of the United Kingdom, is also its most prominent diplomatic figure — one whose public service is dedicated to strengthening old partnerships and building new ties between nations. For this reason, the official birthday of British monarchs is celebrated globally as a symbolic day of the British diplomatic service.
Although King Charles III celebrated his 76th birthday on 14 November last year, the formal celebration took place — as tradition dictates — in June, marked by public festivities in London, across the UK, and throughout the Commonwealth. This year’s official celebrations were held on Saturday, 14 June.
The tradition of celebrating the sovereign’s birthday in summer was established for practical reasons. Monarchs born in the colder months often faced weather-related difficulties when organising parades and other open-air events. The celebration is always opened with the “Trooping the Colour” ceremony in front of Buckingham Palace. It is believed that the first
BRITS AND SERBS LOVE THE SAME THINGS — MUSIC, ART, SPORT. THAT’S WHERE DIPLOMACY BECOMES FRIENDSHIP
such parade took place during the reign of King Charles II (1660–1685). In 1748, King George II, born in November, decided to link his official birthday celebration with the annual military parade held in
June, due to the milder weather. Since 1760, the parade has been held every year. It was King Edward VII (1901–1910), also born in November, who formalised this tradition as an annual event.
In Belgrade, the celebration of His Majesty’s official birthday was hosted by H.E. Edward Ferguson, the British Ambassador to Serbia, and his wife, Caroline. The event took place in the lush garden of the British Residence and gathered more than a thousand guests from Serbia’s political, diplomatic, cultural, and business spheres.
This year’s musical programme featured members of the Royal Regiment of Fusiliers, who performed alongside the “Stanislav Binički” Artistic Ensemble of the Serbian Armed Forces the evening before. The highlight of the evening was a performance by The BestBeat, Serbia’s acclaimed Beatles tribute band, in honour of the 65th anniversary of the legendary Liverpool band’s founding.
Caroline Ferguson wore a handmade fascinator crafted by members of the Ethno Network, an organisation she proudly supports as a diplomatic patron. The network is devoted to economically empowering women and preserving Serbia’s cultural heritage through traditional craftsmanship.
The event was made possible thanks to the generous support of the following partners: AstraZeneca, British Motors, ERG, Gapuma, Harrisons Solicitors, Menzies Aviation, Rio Tinto, Pernod Ricard, Froneri, Delta DMD, G4S, Bechtel, Arup, and Endava.
In his speech, Ambassador Ferguson welcomed guests with warmth and humour, reflecting both on the significance of the occasion and the growing partnership between the UK and Serbia:
“Caroline and I are both thrilled to have you all with us to celebrate the 76th birthday of His Majesty King Charles. He’d be delighted to know that we are all here.
When Caro and I visited him at Buckingham Palace, he told us all about his wonderful trip in 2016 to Belgrade and Novi Sad, and to the Kovilj monastery. And, of course, as a champion for nature and biodiversity — and a man who famously talks to plants — I’m sure he would be very pleased to know that tonight we are celebrating him in this lovely garden.”
He noted that celebrating a birthday, rather than a national day, gave him the chance to speak more personally. “While there have been some days, and some stories, that I could have done without, overall, I’m really pleased with the progress that we have made over the past two years in building a more positive, modern and forward-looking relationship with Serbia. From trade and tech, to defence and security, to culture and the arts, it’s an exciting time to be here and we’re breaking new barriers all the time.”
Reflecting on the past year, he spoke fondly of travelling across Serbia with his family and discovering the richness of its natural beauty, culture, history, and above all, the creativity and talent of its people. He added with a smile: “There are still some things that confuse me as a Brit — like how rakija is considered a breakfast drink, how roundabouts are supposed to function, and the difference between tri, troje, trojica and trojka.”
He also spoke about shared passions between the two nations, from music to sport. “It’s pretty cool that Sean Bean is currently filming Robin Hood in Gornji Milanovac and Fruška Gora, and that last week we opened a fantastic David Hockney exhibition at the Museum of Contemporary Art here in Belgrade. I’m also excited that, in September, England will play Serbia in Red Star Stadium — the first time since 1987.”
THIS MAY NOT BE A CLASSIC BRITISH GARDEN PARTY — NO RAIN, NO UNDERCOOKED SAUSAGES — BUT IT’S THE BEST WE COULD MANAGE
This summer, several major British artists will perform in Serbia — including Massive Attack, Faithless, Billy Idol, and others — but as the ambassador noted, “Tonight we’ve decided to showcase the greatest of them all. It was 60 years ago this week that the Beatles recorded ‘Yesterday’, a song Paul McCartney woke up with, fully formed in his head. If English
is the closest that humans have come to a common language since the Tower of Babel, then the Beatles are the shared soundtrack of the human race.”
Guests were invited to enjoy British classics including fish & chips, Tanqueray gin, Chivas whisky, British beer, Pimm’s, and Nuii ice cream. “We’ve got plenty of treats for you tonight at this classic British garden party
— well, not entirely classic. A truly British garden party would include heavy rain and undercooked sausages. But this is as close as we could manage!”
The Ambassador thanked his embassy team — “Brits, Serbians, spouses and partners” — for their dedication and efforts, and expressed particular gratitude to the evening’s sponsors: “Without whom this party would be as dry and flavourless as an ambassador’s speech!”
The evening concluded with a toast:
“To the health and happiness of His Majesty King Charles III, and the enduring friendship between the United Kingdom and Serbia.”
Liverpool between myth and reality – music, memory and the price of modern loneliness
What Eleanor Rigby Would See From Her Window Today
Liverpool is home to the largest cathedral in the United Kingdom, one of the oldest football stadiums in the world, and two museums dedicated to The Beatles. Yet this time, it made headlines across the globe because of a previously unknown 53-year-old man.
Eleanor Rigby from the famous 1966 Beatles song about lonely people – collected rice in a church after a wedding, waited for days by the window, and lived inside her dreams. She also died in a church, and no one came to her funeral. Just as lonely was Father McKenzie, from the same song, as he wrote sermons that no one would hear.
I thought of the two of them as I stood at the threshold of the Liverpool Cathedral – the largest church and the most prominent place of worship in the entire United Kingdom. Its massive tower, rising 101 metres high, can be seen from almost every corner of the city and reminded me of another tower in Liverpool –that of the George’s Dock Building, an Art Deco masterpiece from 1934.
“YOU’LL NEVER WALK ALONE” – A SONG FROM A MUSICAL TURNED INTO A STADIUM ANTHEM OF DEFIANCE AND UNITY
When you approach the cathedral, it seems as though it was built in the Middle Ages –that’s how monumental it looks. However, specific details on the entrance portal reveal its origins – this is a 20th-century temple, constructed between 1904 and 1978. With a length of 189 metres (approximately 150 metres of interior space), Liverpool Cathedral is the longest church in the world and the fifth-largest overall.
In addition to this Anglican cathedral, Liverpool is also home to the Roman Catholic Metropolitan Cathedral of Christ the King. The two are less than a kilometre (half a mile) apart, joined by Hope Street.
Photo: Sergii
Figurnyi / Shutterstock
George's Dock Building
The list of records connected to this church doesn’t end there. The organ, built by Henry Willis & Sons, is the largest in the United Kingdom and, with an astonishing 10,268 pipes, one of the biggest musical instruments in the world. When we entered the church, it was Sunday, and only the front section was used for worship, while the rest of the space was open to visitors.
Let’s return for a moment to Eleanor Rigby and Father McKenzie. In the 1980s, a gravestone was discovered in the cemetery of St. Peter’s Church in Liverpool bearing the name of the Rigby family – among them, an Eleanor who died in 1939 at the age of 44. Nearby lies the grave of the McKenzie family.
THE BEATLES ARE NOT A MEMORY HERE – THEY’RE A LIVING PRESENCE, FROM MUSEUMS TO BRONZE ON STREET CORNERS.
Paul McCartney later claimed that, although he and John Lennon often walked past the gates of St Peter’s Church, the name in the song was not inspired by the gravestone there, and that his Eleanor Rigby was an entirely fictional character.
In fact, in the song’s early version, the heroine was called Daisy Hawkins, while the priest was darning his socks under the name Father McCartney. McCartney eventually settled on the final title by combining Eleanor, inspired by an actress from the film Help! – and Rigby, a name he had seen on a shopfront in Liverpool. The priest’s surname, McKenzie, he reportedly picked at random from a phone book.
Still, countless Beatles fans continue to visit the grave of Eleanor Rigby, who died in 1939, firmly believing she is the very same woman immortalised in the song.
On Liverpool’s Stanley Street stands a monument to the fictional Eleanor Rigby, bearing the inscription “AlltheLonelyPeople.”
Liverpool
Beatles Museum
Entrance to Chinatown
Eleanor Rigby Statue
Of course, the reason for my visit to Liverpool wasn’t to explore the roots of what many consider the greatest band in the world, born from these very streets and pubs. I came to watch the football match between Liverpool and Crystal Palace, and to witness the crowning of this year’s Premier League champions.
However, once you set foot in this city, the Beatles are with you at every turn. A statue of the band’s four members stands at Pier Head, near the waterfront. Unveiled in 2015, it was created by sculptor Andy Edwards and donated to the city by The Cavern Club, where the Beatles performed in their early years. The club was closed in 1973, reopened in 1984, and then temporarily closed again between 1989 and 1991. It has been running nonstop ever since. In front of The Cavern Club stands a statue of John Lennon.
The company Norwegian Cruise Lines features Cavern Clubs on four of its cruise ships, where tribute bands perform Beatles music.
Liverpool is also home to two Beatles museums: The Beatles Story near the waterfront, close to the statue of the band members, and the Liverpool Beatles Museum in the city centre, not far from The Cavern Club. Admission to both is £20. They display memorabilia, photographs, chronological facts and recordings divided into different phases – and that’s about it. Somehow, I felt the Beatles deserved a larger, more modern and interactive museum.
We arrived at Anfield, the stadium of Liverpool F.C., two hours before the match against Crystal Palace, after which this year’s Premier League champion would be announced.
Anfield was built in 1884 and ranks as the 9th oldest football stadium in the world. Unsurprisingly, all nine oldest stadiums are in England.
Anfield was originally home to Everton (1884–1891), but after the club relocated to Goodison Park, it became—and has remained ever since—the home of Liverpool F.C. The stadium has undergone no fewer than 13 renovations, and today it can accommodate 61,000 spectators.
In the bustling crowd of fans arriving early to find their seats, one phrase caught my eye: “You’ll Never Walk Alone.” It is, of course, the club’s anthem – originally a song from the 1945 musical Carousel. Later, I heard it sung by tens of thousands of fans inside the stadium, and it honestly sounded powerful.
HILLSBOROUGH: 97 NAMES CARVED IN STONE, STILL WAITING FOR FULL JUSTICE.
Forest. A fatal human crush occurred on the terrace section occupied by Liverpool supporters. The final toll was 97 dead and 766 injured – a figure significantly higher than the Heysel Stadium disaster in Brussels in 1985, during the European Cup final between Liverpool and Juventus, where 39 fans were killed and over 600 injured.
The city of Liverpool is home to another memorial dedicated to Hillsborough – a circular monument with a relief depicting the events of that tragic day in Sheffield, inscribed with: “HILLSBOROUGH DISASTER. WE WILL REMEMBER THEM.”
Interestingly, although the Hillsborough tragedy claimed more lives, it is often less known internationally than Heysel, which is frequently cited as a turning point – the moment after which Margaret Thatcher “restored order among football fans.”
We waited for the start of the Liverpool–Crystal Palace match in the Carlsberg Lounge – fitting, as the famous Danish beer brand has been a long-time sponsor of Liverpool F.C.
Six years ago, I attended a match in the executive lounge of Manchester United and saw firsthand how football is a serious industry in serious countries like the United Kingdom.
At Anfield, too, former Liverpool stars walked around the lounge, posing for photos with fans and chatting with them, while waiters served cold beer and hot meat pies at halftime.
The match ended in a 1–1 draw, which was enough for the home team to secure its place at the top of the Premier League table and claim the title of champions.
We decided to walk from the stadium back to the hotel – about an hour’s walk
Liverpool Cathedral
Liverpool Memorial
Grave of Eleanor Rigby
– moving through a sea of cheerful, celebrating supporters.
That might have been the end of this report, had it not been for the news that arrived a day later, while I was already on a flight from London to Yerevan for a conference. A driver had ploughed into a crowd of celebrating fans on the streets of Liverpool, causing a serious incident.
The incident occurred the day after the match, on Monday afternoon, when 53-yearold Paul Doyle drove his car into a crowd of people. Seventy-nine individuals were injured, including four seriously, among them a child. The wounded ranged in age from nine to 78. Doyle appeared in court in Liverpool today but did not enter a plea, according to British media reports. He has been charged with dangerous driving and six additional offences, including intentional infliction of grievous bodily harm. The charges relate to injuries sustained by two boys, two women, and two men.
More than 50 people received medical assistance on Monday, with seven requiring further treatment and remaining in the hospital. If found guilty, Doyle could face a maximum sentence of life imprisonment.
Police have stated that the incident is not being treated as terrorism, but the motive remains unclear.
“He’snotyoung,he’swhite!British,bornon the island. Admit it – that’s not what you were expecting?” read one comment on social media, alluding to the fact that many had likely assumed the driver would be a young man, a migrant, probably of Muslim faith.
Had Eleanor Rigby still been watching from her window, what would she have seen today?
FROM ELEANOR RIGBY TO PAUL DOYLE – A CITY’S GHOSTS CHANGE SHAPE, BUT NEVER LEAVE.
A man, white and from her own national and social group, ploughed his car into innocent people.
What kind of world do the “grandchildren of the Beatles” live in? And are we, perhaps, even more depressed and alone today than Eleanor Rigby and Father McKenzie were, back at the beginning of this story?
Liverpool Cathedral Entrance
MuralLiverpool
You'll Never Walk Alone
FOCUS ON
FEATURED INTERVIEW
ANOTHER MONTENEGRO LIVES IN SERBIA
H.E. Nebojša Đoković
The Ambassador of Montenegro to Serbia
MEDIA
Miloš Dragaš Director of the magazine Diplomacy & Commerce Montenegro and owner of Draf Media
ANOTHER MONTENEGRO LIVES IN SERBIA
When nearly every family is connected, diplomacy writes itself
Following a distinguished career in the banking and public sectors, Nebojša Đoković was appointed Ambassador of Montenegro to Serbia – a country he describes as the closest to his own in every sense. In this interview for Diplomata – a programme jointly produced by Diplomacy&Commerce magazine and Euronews Serbia – the Ambassador discusses the priorities of his diplomatic mission, the shared path to the European Union, economic and cultural ties, and his vision for the future of relations between the two countries.
It is a pleasure to have you as our guest. To begin, I would like to discuss your professional background. You have spent virtually your entire career in the banking sector, having worked at the National Bank of Yugoslavia and the Central Bank of Montenegro. How does your experience and academic background as a Master of Economics influence your approach to diplomacy?
Extensive experience in banking is undoubtedly an asset in diplomacy, considering that the banking sector is particular and demanding. It requires strict adherence to procedures and regulations, as well as full professional
OVER 500,000 SERBIAN TOURISTS VISITED MONTENEGRO LAST YEAR
engagement. The years I spent at the National Bank of Yugoslavia, followed by positions at the Central Bank of Montenegro, and later at Hipotekarna Bank and the Association of Banks, provided a solid foundation for the work I do today.
Diplomacy demands professionalism, dedication, full-time commitment, but also regular contact with a wide range of people. As members of the European Banking Federation and other international bodies, we engaged in a specific type of diplomacy among financial institutions, which has proven highly beneficial in my current role.
I entered the world of diplomacy with great enthusiasm, after many years of working in an environment that required a different kind of focus. I should also mention that I served for three years as Chair and member of the Board of Directors of Montenegro Airports – the country’s second-largest company, with over 900 employees – during a particularly challenging period following the political changes of 2020. That experience, too, has been invaluable.
H.E. NEBOJŠA ĐOKOVIĆ
The Ambassador of Montenegro to Serbia
You were recently appointed as Ambassador. Could you share your goals and priorities during your term in Serbia?
I am truly honoured and pleased to have been allowed to represent Montenegro in Serbia – a country I consider our closest neighbour in every sense of the word. During my four-year mandate, I will strive to further strengthen our relations, particularly in the economic sphere. These links are already significant and numerous, but there is still ample room for improvement.
One of my key areas of focus will be infrastructure projects, first and foremost the Bar–Boljare motorway – Montenegro’s largest investment and a technically challenging endeavour due to the terrain. The road has currently reached Mateševo, with the next phases toward Andrijevica in preparation. Once completed, this connection would enable travel between our two countries in approximately five hours by car. This improvement would greatly benefit not only tourism but also the economy, particularly the Port of Bar.
WE’LL LIKELY ENTER THE EU TOGETHER
The second major investment area is rail. Montenegro and Serbia are working to secure funding from European sources to revitalise the railway infrastructure. In the past, one could travel between Belgrade and Bar in six hours on a business train; however, the journey now takes more than ten hours due to outdated tracks and rolling stock. Our Ministries of the Interior are working on bilateral solutions to ease and speed up cross-border travel. Border crossings such as Dobrakovo face geographical limitations, but I am confident that practical solutions will be found.
The third focus will be economic development and launching large-scale investment cycles in line with EXPO 2027. There is great potential for opening factories and reviving industry, which was virtually extinguished in the 1990s due to sanctions and war. Today, tourism remains Montenegro’s leading economic sector and a vital source of budget revenue.
In the past, you mentioned that almost every person of Montenegrin origin has a relative in Serbia, while Serbs are the most numerous group of tourists visiting Montenegro. How do these facts contribute to cultural and diplomatic understanding? They contribute immensely. Tourists from Serbia represent one of the most critical segments of our market – over 500,000 visited last year alone. Moreover, many visitors do not come solely for holidays – a significant number of them own property in Montenegro. Serbian nationals are the largest group of foreign property owners in the country.
There are also deep-rooted family and friendship ties. One could say that another Montenegro is living in Serbia – the numbers are truly substantial. Examining surnames and family histories, it is challenging to find a family –including my own – that does not have relatives in Belgrade or elsewhere in Serbia.
Of course, I would also add the historical connection. For almost a century, we shared various forms of common statehood, weathered historic challenges, and fought together against occupying forces. Our artists and athletes are so intertwined that in nearly every major cultural or sporting achievement, one can trace links between our two countries. I sincerely hope these close ties will continue in the years to come.
How do you assess the role of the media in building – or perhaps undermining – cultural understanding between nations?
The role of the media is immense, especially today, in an age marked by the proliferation of television channels, online portals, newspapers, and social media. This influence can be extremely positive – but also extremely harmful. Unfortunately, we witnessed this during the wars in the Balkans and the
dissolution of Yugoslavia, when media portrayals persisted even if they were not always grounded in fact.
At times, the content may appear sensational or seemingly exclusive, but it can stir unrest – particularly between countries with a long and strong tradition of mutual respect. Although specific day-to-day political topics may not seem overly burdensome for the actual relationship between the people, which remains excellent, they can have a significant impact on official political relations, especially given their influence on public opinion and voters, particularly during election cycles when tensions tend to rise.
We have many historical examples of foreign travel writers who journeyed through Serbia and Montenegro, leaving behind valuable works. I recently received an excellent book on Montenegro from the Ambassador of the Netherlands, and I look forward to reading it. Such works often reflect goodwill, a realistic perspective, and, of course, a degree of criticism – but usually in a constructive spirit, pointing out things that outsiders often see more clearly than those of us who live here.
That is why I call upon our media to contribute to this effort. We must strengthen and elevate our ties to a much higher level.
We’ve already touched on the importance of tourism as a key sector in Montenegro’s economy, as well as the presence of Serbian investors in that industry. How does this growing investment presence influence the sector, and how is it being encouraged?
It plays a vital role. For years now, the Serbian-Montenegrin Business Club has brought together more than 1,500 companies from both countries. Major Serbian investors have been present since Montenegro declared independence. For example, Delta Holding launched operations in both coastal and northern areas, investing over €92 million.
We also have information that a large number of private investors from Serbia are increasingly interested in commercial properties, particularly on the Montenegrin coast, where they are investing in tourism. Montenegro, with its fiscal strategy and the government’s ongoing reform plan within the framework of the EU agenda, is creating a favourable business environment for those wishing to grow their capital through the development of Montenegrin tourism.
If we look at how the coast has developed over the past 20 years – despite initial criticism surrounding the construction of Porto Montenegro on the site of the former Arsenal shipyard – we can now see that Tivat has become a vibrant hub. We are also seeing the development of Luštica, Portonovi, and the southern region around Ulcinj. Budva has long been in expansion. We believe there is real potential to take this progress even further and to attract more Serbian investors to the sector.
Montenegro is also a beautiful destination for Serbian tourists. There is no language barrier, family and friendship ties are strong, and the overall feeling while on holiday is one of being at home rather than abroad.
How does Montenegro balance tourism development with environmental preservation – one of the greatest challenges in this industry –and what can Serbia learn from that model?
There is much we can learn from one another. Serbia is developing a model of enhanced corporate responsibility, while Montenegro has adopted a law on municipal waste management. This is especially relevant when it comes to shared river basins along our border – in managing these areas, we have the opportunity to exchange knowledge and experiences.
There are plans for the construction of hydropower plants and other infrastructure projects. I believe that our two Ministries already have drafts and agreements in place regarding sustainable development and environmental protection, and that this cooperation will continue in that spirit – with joint commissions established wherever needed.
Ultimately, this kind of collaboration, including regional efforts, is very much a part of the European agenda and the path towards EU membership – a goal shared by both our countries.
Montenegro has opened all 33 negotiation chapters between 2015 and 2025, and has already closed six. What would you say are the biggest challenges in the final phase of this process, and what role can Montenegro and Serbia play in supporting each other on the path to EU membership?
Indeed, Montenegro has opened all 33 chapters, and last year several were closed – including Chapter 5 just a few days ago, in the presence of senior state officials in Brussels. It is expected that between six and eight chapters will be closed this year, with the remainder to follow next year. There is a clear roadmap and a sense of optimism – not only within government circles but across society – that Montenegro will join the European Union by 2028.
Of course, Serbia is also on this path. We support one another by participating in numerous joint projects, both in cooperation with European institutions and in accessing EU funds. I firmly believe that without mutual support, it will be difficult for either of us to reach that goal – and that we are likely to arrive in the EU together. This would make many things easier: borders would no longer be a barrier, and the flow of people, goods, and capital would be significantly facilitated.
People from both countries already cooperate closely, and I believe that political relations – which have at times gone through challenging phases
TOURISM REMAINS OUR LEADING ECONOMIC SECTOR
and have not always reflected the spirit of good neighbourly, let alone fraternal, ties between our two nations – will be elevated to a higher level. Occasional tensions and differing political views will, I hope, be approached with mutual respect and an understanding of those differences. Together, we will build a path of prosperity for the citizens of both countries.
On the other hand, one path that Serbia and Montenegro do not share is NATO membership. Montenegro joined NATO in 2017, while Serbia maintains its position of military neutrality. How do you view the Serbian Government’s stance on NATO?
We fully respect the position of the Serbian Government. Montenegro participates in many missions organised by NATO, but that does not mean Serbia is absent from military cooperation. This year, for example, we are both taking part in the “Platinum Wolf” joint exercise. I must emphasise that the Ministries of Defence of Montenegro and Serbia enjoy excellent cooperation. Our officers train at the Military Medical Academy in Serbia.
We fully understand and respect Serbia’s decision to remain militarily neutral. This, however, does not preclude cooperation – especially when it comes to addressing the security challenges of the 21st century. We are all witnessing growing geopolitical instability in both Eastern Europe and the Middle East. These are challenges that call for joint regional responses and the sharing of expertise.
Security architecture must be built collectively. It is increasingly complex for any country to pursue a completely isolated and neutral security policy without some form of cooperation. Montenegro’s experience within major organisations such as NATO can be of benefit to the Serbian Armed Forces – and likewise, we have much to learn from Serbia.
We are also seeing the gradual reintroduction of compulsory military service in Serbia, which I believe is a sound decision. While today’s conscription periods are shorter, I think it is a valuable approach through which Serbia is effectively enhancing its national security.
I am confident that our cooperation will continue to grow – regardless of Serbia’s NATO status – and that we will further strengthen our partnership in areas such as defence, military training, equipment, and operational experience.
How do you view initiatives such as the Open Balkan in the context of regional alignment – both politically and economically?
When it comes to regional initiatives, we support all of them – as long as they are under the umbrella of the European Union. At present, our focus is firmly on our European path, as we believe we are in the final phase of that process. All such initiatives are welcome, as they enhance regional cooperation, which is essential for EU accession.
There is also the Berlin Process, alongside the Open Balkan initiative, which gained momentum at one point but has since encountered certain delays. Economies in the region are seeking closer ties. It is essential to eliminate barriers – both customs-related and fiscal – so that producers, traders, and freight transporters are not left waiting for hours at border crossings, and that bureaucratic procedures are kept to a minimum. People should be able to move freely, and so should goods and capital. Any initiative supported by the EU will likewise have our full support.
The latest census confirms that Montenegrins and Serbs are the two largest communities in Montenegro. How is this demographic structure reflected in everyday social dialogue and the institutional approach to cultural issues?
It is certainly a great advantage. When two people are so closely connected in terms of language and religion, there is naturally a strong sense of social cohesion. The majority of the population belongs to the same religious community, and other religious groups are also present in both countries. What I would particularly like to emphasise is that Montenegro is a truly multinational and multicultural state, where religious and ethnic harmony genuinely prevails.
We strive to promote a policy of mutual understanding, ensuring that all communities enjoy their rights, that all differences are respected, and that this diversity is viewed as a strength rather than an obstacle to future development. The goal is for all citizens to have equal rights, regardless of their identity.
Of course, Serbia has also made significant progress in this regard. This is evident in its education system, as well as in its openness towards people
of different nationalities and faiths – whether they are refugees from former republics or individuals from other continents. I believe that this very fact will support both of our countries on their path toward European integration. I see no obstacles – only positive experiences and a solid foundation for future growth and mutual understanding.
At a recent meeting between the President of the Provincial Government of Serbia and the Consul General of Montenegro, it was emphasised that strengthening cooperation is a shared interest – as you have mentioned. Can we expect specific joint projects, beyond those already discussed, that could further enhance collaboration in areas such as culture, the economy, and education?
Our Consul General, Ms Nevenka Ćirović, recently met with Ms Maja Gojković, President of the Provincial Government of Serbia. Close cooperation has been developing over the past several years, and our Consulate General in Sremski Karlovci has been active for four to five years now. This collaboration has evolved across multiple levels.
One area of focus is the development of women’s entrepreneurship, to enable women with families to engage in business more freely. There is also ongoing economic cooperation between the two chambers of commerce, along with efforts to promote entrepreneurs in Vojvodina of Montenegrin origin who have established themselves in the regional market. They can play a crucial role in strengthening ties between Serbia and Montenegro.
I would particularly highlight the work of associations – there are over 40 cultural associations of Montenegrin origin operating in Vojvodina, especially in Sremski Karlovci, Novi Sad, and Vrbas. We can certainly work on further connecting these groups and organising joint cultural and other events.
DIPLOMACY
BENEFITS FROM MY YEARS IN BANKING
I would also mention Sremska Mitrovica, where our citizens have access to oncology treatment at the local clinical centre – a practical and much-needed form of cooperation in the healthcare sector. I believe this collaboration will continue to expand in various directions – economic, cultural, scientific – as well as through other forms of exchange.
Based on everything discussed and the positive momentum in relations, what is your vision for the future of Serbia–Montenegro relations?
In short, I see both Montenegro and Serbia as members of the European Union. I believe this is the natural outcome of a long and demanding journey – one that both countries have undertaken, along with generations shaped by war, disintegration, and numerous challenges across the Western Balkans. This is particularly true for our two countries, the oldest in the region, both of which were recognised on the same day at the Congress of Berlin.
They deserve to see the reforms of recent years crowned with EU membership. I am confident that our relations will be far stronger than in previous periods, when political tensions sometimes created an impression of misunderstanding – and, at times, prompted hasty moves on either side. I would say we have overcome those “growing pains”.
I believe the diplomatic services of both countries will make the most of this opportunity – to foster good relations and build them in a spirit of genuine understanding and fraternity, as we rightfully should.
A MISSION THAT CONNECTS, CONTENT THAT INSPIRES
I believe that Diplomacy & Commerce Montenegro plays a significant role in connecting institutions and entrepreneurs, as it is recognised by a large number of officials and all those who participate in the development of the state of Montenegro
In just one year, Diplomacy & Commerce Montenegro has evolved into a significant platform that connects diplomacy, business, and society within Montenegro and the broader regional context. Its recognition stems from a clear vision, high-quality content, and a dedicated team behind each publication. At the helm of this team is Miloš Dragaš, a young media professional with extensive experience and the founder of the publishing company Draf Media. He brings both business discipline and a deeply rooted sense of identity and culture to this endeavour. Mr. Dragaš discussed the magazine’s unique position in the Montenegrin market, the importance of bridging the diplomatic and business communities, the challenges of modern publishing, expansion plans, and the personal and familial roots that shape his professional journey. His message is straightforward: with a clear vision, the right partnerships, and dedication to the goal, every objective is achievable.
Mr. Dragaš, Diplomacy & Commerce Montenegro magazine has become a recognised brand in Montenegro and the region’s media landscape within just one year. What sets your magazine apart from other media outlets in the Montenegrin market? Diplomacy & Commerce Montenegro serves the diplomatic and business community of
IN JUST ONE YEAR, DIPLOMACY & COMMERCE MONTENEGRO BECAME A KEY VOICE
DRAGAŠ Director of
MILOŠ
the magazine Diplomacy & Commerce
Montenegro and owner of Draf Media
Montenegro, making it unique in the market by primarily focusing on diplomacy. Diplomacy & Commerce is a brand that is very active at the regional level, led by the already established media expert, Mr. Robert Čoban. Therefore, there was no doubt that we would position ourselves at the top of Montenegro’s media scene within the first year.
EXPANSION PLANS INCLUDE NEW MARKETS AND SOCIALLY RESPONSIBLE PROJECTS FOCUSED ON EARLY CHILDHOOD EDUCATION
My experience in the private sector, combined with my involvement in various government and non-governmental activities, provided a solid foundation for creating a healthy infrastructure that has propelled us to our current prominent position.
In conclusion, the recognizability of our brand is the synergy between the business acumen that identified the state’s need to develop in the field of diplomacy and a highly synchronised team that believes in Montenegro’s prosperity in every aspect.
The magazine has published ten issues to date. How do you perceive the role of the magazine in connecting the diplomatic community, entrepreneurs, and institutions in Montenegro?
I must admit that I am truly surprised when I see that Diplomacy & Commerce Montenegro, after two years of operation, has developed friendships of both local and international character. My interest has grown the most in moments when I realise and see that what we do reaches London, Rome, Moscow, and even some other world capitals. Our magazine’s concept is based on numerous interviews with highly successful individuals from the fields of politics, business, sports, and culture – and there are a great many of our people both in Montenegro and abroad. Information thus circulates in a very timely manner, and I would highlight here the original authenticity of Montenegrin local patriotism, regardless of geographical location or profession. I believe that Diplomacy & Commerce Montenegro plays a significant role in connecting institutions and entrepreneurs, as it is recognised by a large number of officials and all those who participate in the development of the state of Montenegro. Challenges lie ahead, and we are eager to grow as a brand, with many innovations in the media field that will benefit the entire community.
In addition to your role as director of this prestigious magazine, you have been the owner of the publishing company “Draf Media” for the past ten years, which has been successfully operating in Montenegro for three years. What are the biggest challenges in publishing today? Generally speaking, Draf Media operates as a publishing house with great attention to detail in every segment of its business. Many
publishing houses face identical challenges, but the main question lies in the answer to whether to invest in print or digital media. The fact is that the 21st century dictates a pace dominated by electronic media. However, given the environment in which we live and the deep respect for the spoken word, printed editions remain relevant. I believe that every publishing house should have a clear assessment of the weight of what it places on the market and orient itself according to the needs of readers.
Do you have plans for business expansion, and do you see potential for regional growth?
A significant portion of the population familiar with my work knows that expansion is what maintains my business equilibrium. After Serbia, Russia, North Macedonia, and Montenegro, I don’t plan to stop, but what is certain is that I’ve found a home.
We are currently negotiating with several European countries, and I must say there is considerable interest because, alongside Diplomacy & Commerce, we are undertaking socially responsible projects related to preventive education for the youngest population. This ultimately attracts significant attention from potential partners and clients. The motto “HURRY SLOWLY” has not yet let me down, so I rely on it and believe that Draf Media will soon expand its operations into new markets.
Although you were born and raised in Belgrade, your roots are in Montenegro, specifically in Pljevlja. How does this dual identity influence your professional path?
I am a Belgrade student and I am proud of it; however, my professional journey began in Pljevlja in 1953. My father laid the foundation of my work ethic and business etiquette, aiming to inspire me through culture, tradition, education, and an unconditional love for our heritage. I believe there hasn’t been a moment in my personal development where I haven’t felt the presence of pride, perseverance, faith, insight, and the subtle intelligence that Cvijić describes in his work on the Dinaric people. As a result of significant investment and immense love for my father’s hometown, I continued the tradition, married a beautiful and proud Montenegrin woman who has been my unwavering support, and gave me a daughter. I live my dream, and I answer this question very precisely – even though it may not seem so – because no professional path is the right one if it isn’t enriched with family blessings.
TWO DECLARATIONS, ONE IDENTITY
Montenegro’s Statehood Day Celebrated with Art, Memory and Diplomacy in Belgrade
At the Madlenianum Opera and Theatre, on July 10th, the Montenegro Embassy in Serbia hosted a celebration of Montenegro’s Statehood Day.
The event blended cultural performance with political symbolism, featuring music, dance and visual tributes. The reception was led by H.E. Nebojša Đoković, recently appointed as Montenegro’s envoy to Serbia. His presence marked a renewed chapter in bilateral relations, following a four-year diplomatic gap.
Statehood Day, marked every July 13th, commemorates two pivotal events in Montenegrin history. On this day in 1878,
the Congress of Berlin officially recognized Montenegro as an independent state, affirming its sovereignty on the international stage.
Exactly 29 years later, on July 13, 1941, the people of Montenegro launched a mass uprising against fascist occupation during World War II. The dual significance of the date highlights both Montenegro’s longstanding statehood and its enduring resistance in the face of oppression.
Serbian officials, members of the diplomatic corps, and Montenegrin representatives gathered to honour shared history and regional solidarity. The choice of Madlenianum, known for its artistic elegance, added gravitas to the occasion, reinforcing the role of cultural diplomacy in shaping modern narratives.
VODAVODA Hosts Taste Awards Jury
A source of purity and a symbol of trust – VODAVODA from the heart of Serbia, recognised worldwide
Following its win of the prestigious Taste Awards 2024 for Best Natural Mineral Water, VODAVODA welcomed members of the judging panel to its House of Water in Banja Vrujci. The guests toured the spring and modern production facilities, where they had the opportunity to observe the unique process of bottling artesian water directly from a 605-metre-deep source, in its natural, untouched state, without any treatment, thus preserving its original purity and natural properties in full.
VODAVODA IS BOTTLED DIRECTLY FROM A 605-METRE-DEEP ARTESIAN SPRING, ENTIRELY UNTREATED, PRESERVING ITS ORIGINAL PURITY AND NATURAL PROPERTIES
Vojin Đorđević, creator and founder of the VODAVODA brand, thanked the guests for their visit and trust, emphasising that the award is a testament to the brand’s long-standing values of natural origin, authenticity, and top quality.
“The Taste Awards recognition is not just an accolade – it is a confirmation of our mission and the values we live every day: that naturalness, authenticity, and quality speak a universal language. We are proud that the jury members chose to come to the very place where our water springs. This is our House of
All photos:
VODAVODA
Taste Awards sticker displayed inside the production facility
Water. Here, nothing is altered or refined – nature has already perfected it, and our role is to preserve it. Every drop is unique, unchanged, and pristine.
Our mission is simple yet powerful: to deliver water to consumers around the world in its most original form – just as nature intended. VODAVODA comes straight from an artesian spring, entirely untreated. When people across the world open a bottle of VODAVODA, they are meeting water that nature has protected for thousands of years. That is both a
THE TASTE AWARDS 2024 RECOGNISED VODAVODA AS THE WORLD’S BEST NATURAL MINERAL WATER, AFFIRMING ITS EXCEPTIONAL QUALITY AND GLOBAL APPEAL
responsibility and a privilege we carry with pride,” said Đorđević.
This visit further strengthens VODAVODA’s position as a brand that successfully combines natural origin with modern standards, remaining true to its core values. The Taste Awards promote excellence in the global food and beverage industry, and VODAVODA was proudly named Best Natural Mineral Water in its category, reaffirming that water from the heart of Serbia holds global recognition and exceptional quality.
Group photo at the production site
Vojin Đorđević i Robert Čoban
Vojin Đorđević with Jury President Duška Jovanić and Robert Čoban
Art in the Streets of Novi Sad
Bringing the Prado’s Masterpieces Closer to the People Through a
Unique Cultural Dialogue
ALFONSO PALACIO ÁLVAREZ
Deputy Director for Artistic Affairs at the Museo del Prado
On the occasion of the Prado Open-Air Exhibition in Novi Sad, organised by the Gallery of Matica Srpska, we spoke with Alfonso Palacio Álvarez, Deputy Director for Artistic Affairs at the Museo del Prado. This unique collaboration brings masterpieces from one of the world’s most renowned museums into the public space, offering Serbian audiences a rare opportunity to experience the Prado’s collection beyond the museum walls. In this interview, Mr Palacio Álvarez reflects on the power of art to connect cultures, the significance of this exhibition for the Prado’s international outreach, and the timeless relevance of the works now on display in the heart of Novi Sad
THE PRADO IN THE STREETS PROJECT FEATURES MUSEUM-QUALITY, 1:1 REPRODUCTIONS OF ICONIC ARTWORKS IN URBAN PUBLIC SPACES, PROVIDING BROADER ACCESS TO CULTURAL HERITAGE
Mr Palacio, Novi Sad, and the Gallery of Matica Srpska are bringing a unique cultural event to the public — the Prado Open-Air Exhibition. How important is it, in your view, to take art beyond museum walls and into everyday urban spaces, especially in cities with such a strong cultural identity as Novi Sad?
For us, a project like El Prado in the streets is very important because it makes one of the great duties of an institution of this kind a reality: to bring art into contact with layers of society that, for whatever reason, are far from this kind of manifestation. Moreover, it is a very good way, in the specific case of the city of Novi Sad, for people who are unfamiliar with the Prado Museum, to get closer to some of its masterpieces through high-quality 1:1 scale reproductions.
All Photos: Martin Candir
The Prado Museum holds one of the most significant collections of Spanish and European art. What are the criteria for selecting the artworks presented as part of this international project, and how is the concept tailored for audiences in Serbia? The selection criterion is the quality of the works and the diversity of the schools to which they belong, including Spanish, Italian, Flemish, French, German, and others. This is the key that has articulated the whole project for Serbia.
The Gallery of Matica Srpska is one of the most prominent cultural institutions in Serbia, boasting a long tradition of preserving the country’s national heritage. How do you see the importance of connecting institutions like the Prado Museum and the Gallery of Matica Srpska in fostering cultural dialogue between Spain and Serbia?
The connection between institutions is very important. And there is nothing better than doing it through art. The Gallery of Matica and the Prado Museum have made a first-class cultural alliance, which will certainly not be the first. It is also a way of bringing together two countries, such as Spain and Serbia, united by a shared interest in culture.
Initiatives such as Prado OpenAir provide access to art for people who may not have the opportunity to visit Madrid. Do you believe that encounters with masterpieces in this format can
THE COLLABORATION BETWEEN THE PRADO MUSEUM AND THE GALLERY OF MATICA SRPSKA FOSTERS CROSS-CULTURAL DIALOGUE AND STRENGTHENS TIES BETWEEN SPAIN AND SERBIA THROUGH SHARED APPRECIATION OF ART
alter the way people perceive history and beauty, even among those without formal art knowledge?
I don’t think so. On the contrary, it is a way to prepare a better approach, which would be the contemplation of the works directly, in their original version, for which you have to travel to Madrid. However, this approach to presenting certain aspects of our
collection consistently evokes interest and joy in people, regardless of their level of artistic knowledge.
Novi Sad recently held the title of European Capital of Culture, and Serbia is renowned for its rich artistic tradition, particularly in the fields of painting and iconography. Have you had the chance to discover Serbian art, and is there something that
has particularly caught your attention?
Yes, during my visit to The Gallery of Matica Srpska with its director, Mrs. Tijana Palkovljević Bugarski, I saw Serbian art that greatly interested me. Especially certain representatives of the 20th-century art of your country. It seems to me that their formulations do not detract from those of the great Parisian avant-garde of the first decades of the twentieth century. I was surprised by its great interest and the high quality of some of the artists.
The Prado Museum is both a symbol of Spanish identity and a guardian of universal artistic heritage. How do you strike a balance between preserving tradition and embracing contemporary trends and global outreach through projects like this? By means of a tight balance. We are a museum born in the 19th century, which gained its great momentum in the 20th century and is living its golden age in the 21st century. And it is to this society that we must respond. We are a museum that safeguards a great heritage. Still, at the same time, we know how to respond to the interests and concerns of our society, through our own collection and interaction with more contemporary manifestations.
Finally, what is your personal message to the people of Novi Sad and all those who will stroll through Trg Galerija and discover the remarkable works from the Prado’s collection? Thank you very much for everything. Enjoy the exhibition, and don’t worry - we will continue to collaborate.
“Pretop”
at Zemun Market and “L’Adresse” at Saint Ten Hotel
The Taste Awards jury, together with representatives of Metro, the general sponsor of the national food quality awards, continued their tour of last year’s laureates. On Friday, 13 July, the spotlight was on Pretop, a restaurant located within Belgrade’s Zemun Market, which received the award for Best Street Food Venue. The restaurant is known for its signature offering — crispy roast pork served with sparkling wines from local producers, as reflected in its slogan: “BREAD & SCHWEIN & CHAMPAGNE”. The unique blend of the bustling market atmosphere, friendly service, and outstanding food has made Pretop a favourite among both Belgraders and international visitors. The restaurant is run by three friends — Nikola Nikolić, Nenad Pajević and Miloš Dodig. During the jury’s visit, a local street accordionist added to the charm by joining guests in singing popular traditional songs.
On Friday, 20 July, the jury visited L’Adresse restaurant at Saint Ten Hotel in Belgrade, winner of the Best Pastry Chef award. The jury was joined by Radoš Đorđević, Director of the hotel, Miroslav Micić, owner of the property, and Nećko Krupalija, a Canadian diplomat who served in Belgrade until four years ago. Guests were treated to delicacies from the restaurant’s menu alongside a fine selection of Serbian wines. The attentive staff and
carefully curated menu, featuring global culinary influences, promise a memorable gastronomic experience.
To whet the appetite, starters included rich goose pâté with pistachios and jam, and tender veal ham paired with asparagus, rocket, and a touch of Grana Padano for a subtle crunch. Among the pasta dishes were homemade
ravioli filled with veal ragout and topped with a roasted pepper sauce. As a main course, the slow-roasted veal showcased the restaurant’s high standards — succulent, delicately seasoned meat complemented by a robust wild mushroom jus. The visit concluded with a superb dessert selection — the very reason L’Adresse earned its pastry accolade.
LAdresse
Pretop
LAdresse
LAdresse
LAdresse
Pretop
Greener Serbia Ahead
Key Stakeholders Discuss Serbia’s Green Transition and Sustainable Economy
The Serbia Goes Green conference, organised by Color Media Events, brought together leading representatives from institutions, international organisations and the business sector to discuss circular economy, green industry, and Serbia’s path towards sustainable development.
Held on 24 June at the Serbian Chamber of Commerce in Belgrade, the conference addressed critical topics such as green transition, innovation in circular economy, and the sustainable transformation of Serbia’s economy.
Siniša Mitrović, Assistant to the President of the Serbian Chamber of Commerce, emphasised the strategic role of Color Media Group as a reliable partner in Serbia’s green transition.
“Despite ongoing wars in Ukraine and the Middle East, and the global crises we are witnessing, I strongly believe Serbia must
“GREEN TRANSITION IS NOT A BURDEN — IT’S A CHANCE TO GROW DIFFERENTLY.”
- Matilde Mordt, UN Resident Coordinator
in Serbia
persist in discussing human rights and environmental protection. These are topics that should never be taken off the table,” said Robert Čoban, President of Color Press Group, in his opening remarks. “It is vital that awareness and concrete change move beyond paper and become part of daily life and our collective responsibility.”
Nenad Ivanišević, Provincial Secretary for Economy of Vojvodina, added, “Environmental protection, equality, and culture are not merely matters of legislation—they are rooted in our upbringing. Once embedded in our mentality, we will act not out of obligation, but conviction.”
“Green transition is not a burden—it’s an opportunity to grow differently, to invest wisely, and to innovate with purpose,” stated Matilde Mordt, UN Resident Coordinator in Serbia.
The first panel, Circular Economy for a New Era - Innovative and Sustainable Transformation of Serbia’s Economy
noting that “Green transition is not just about reducing emissions—it’s about changing how we produce, consume and reuse resources to build a cleaner and more responsible future economy.” Nikola Pontara, World Bank Country Manager, underscored the broader challenge, saying, “The green transition will neither be easy nor cheap—but it is the only path for Serbia to become more competitive, resilient, and to ensure long-term growth and improved quality of life.”
The first panel, Circular Economy for a New Era: Innovative and Sustainable Transformation of Serbia’s Economy, explored ways Serbia can align with modern green standards. Panellists shared best practices in waste management, recycling, energy efficiency, and business innovation. Speakers included Siniša Mitrović (Chamber of Commerce), Violeta Belanović (SekoPak), Tisa Čaušević (HBC Coca-Cola
Serbia), Andrea Radonjić (Circular Economy Alliance), and Jelena Penezić (French Development Agency – AFD). Nikola Božić of the Futura Faculty of Applied Ecology moderated the panel.
The second panel, Green Industry in Serbia: Sustainable Development and Environmental Protection as Priorities for the Business Community, focused on integrating the green agenda into company strategies. Participants
emphasised the need for sustainable resource use and environmental preservation, noting that green initiatives are increasingly seen as economic opportunities rather than obligations. Panellists included Tijana Koprivica (Delta Holding), Aleksandar Đorđević (MK Energy), Jelena Višekruna and Miljana Cepić (Fruška Gora National Park), and Milo Plamenac (GIZ). Marko Cvetković moderated the discussion from ElevenEs.
Now in its tenth edition, Serbia Goes Green 2025 once again confirmed the commitment of institutions, the business community, and international partners to work together on advancing Serbia’s sustainable development. The Serbian Chamber of Commerce, Coca-Cola HBC Serbia, Delta Holding, SekoPak, Carlsberg Serbia, Circular Economy Alliance, MK Group, and Palkovsky supported the event.
SERBIA GOES GREEN 2025
Matilde Mordt, UN Resident Coordinator in Serbia
Nenad Ivanišević, Provincial Secretary for Economy of Vojvodina
Nikola Pontara, World Bank Country Manager
Robert Čoban, President of Color Press Group
Siniša Mitrović, Assistant to the President of the Serbian Chamber of Commerce
Norwegian Ambassador H.E. Kristin Melsom
The second panel, Green Industry in Serbia - Sustainable Development and Environmental Protection as Priorities for the Business Community
Sound Wizard of Television Belgrade
RIHARD MERC (1939 – 2025)
Rihard Merc was not only our first but also our most important sound engineer, who worked in the pioneering era of mastering technology and synchronisation at Television Belgrade during the 1960s and 1970s
There are two primal elements within general and global labelling: the authorial signature as a guarantee of quality, and the audio tag – a marker of recognition for a specific brand or product. A random tweet on the social network X in recent weeks achieved an extraordinary organic reach, surpassing the usual algorithmic limits. It was a short post, 240 characters long, announcing the death of Rihard Merc and showing a previously unseen photograph. It garnered 1,500 so-called “faves”, 150 shares, and dozens of nostalgic comments recalling a happy and carefree childhood among boomers and Generation X – a time marked by this man’s very name.
Rihard Merc (1939–2025) was not only our first but also our most important sound engineer, who worked in the pioneering era of mastering technology and synchronisation at Television Belgrade during the 1960s and 1970s, mainly on Hanna-Barbera and Warner Bros cartoons
and BBC-produced nature documentaries. Yugoslavia, as a borderland country in the bloc-divided world, lavishly provided all new generations with both educational and entertaining initiation into AngloAmerican culture by subtitling feature films and dubbing cartoons and documentaries with the recognisable voices of veteran actors or high-quality radio voices.
Nikola Simić, Đuza Stoiljković, Mića Tatić, Ljubiša Bačić, Nada Blam, and Dobrila Ilić comprised the acting ensemble, lending their voices to Bugs Bunny, Daffy Duck, Popeye, Olive Oyl, and Bluto, as well as the Smurfs and Teenage Mutant Ninja Turtles in the early 2000s. Žarko Obračević and Mihailo Mijušković narrated the cult documentary series Opstanak, and behind all of this, with his sound editing, stood Rihard Merc, whose name stood alongside theirs in the end credits. Ergo, everyone engraved him into their lexicon of nostalgia and YU mythology. The dialogues in his productions were clear,
cleansed of noise, rustling, and swallowed syllables – unlike today’s domestic cinematography, which at times lacks even a proper subtitle due to the lost culture of articulate speech.
Rihard was also the founder of the Department of Editing and Sound Design at the Faculty of Dramatic Arts. We most often identify film or the FDU solely by directors and actors, rarely by screenwriters or musical composition, and almost never by the technical disciplines of set design, cinematography, and sound, where Merc, alongside Siniša Jovanović Singer, stands as the absolute apostle of sound processing and recording.
It seems that, despite technological advancement at the speed of light and the transition from the analogue to the digital age – of which we are contemporaries –not even the probable AI will easily manage to achieve the level of craftsmanship once established and enthroned by Rihard Merc and his guild.
Love Above All
7-9 AUGUST 2025
Vrnjačka Banja
Lovefest, one of the region’s most important music festivals, will take place from 7 to 9 August in Vrnjačka Banja. Launched in 2007 as a local initiative, the festival has evolved into a European brand, now attracting over 25,000 visitors daily and featuring more than 3,000 performers across five stages.
This year’s lineup features Green Velvet, Anfisa Letyago, Chris Stussy, Folamour, DVS1, Rebekah, Luke Slater, Lil Louis, and Satoshi Tomiie.
With top-tier production, a diverse music programme, and its signature atmosphere, Lovefest remains one of Serbia’s must-visit summer events.
THE NIŠVILLE JAZZ FESTIVAL
The Leading Jazz Festival
8-17 AUGUST 2025
Niš Fortress, Niš
TBELGRADE BEER FEST
he Nišville Jazz Festival 2025 will take place from August 8 to 17 in Niš, with the main music programme scheduled from August 14 to 17 on the Plateau of the Niš Fortress. Over ten days—including Nišville Jazz Theatre, the Nišville Movie Summit, and other side events—more than 300 performances will be staged across 20 venues, featuring around 1,000 artists.
Opening this year’s festival is legendary jazz fusion drummer and composer Billy Cobham, who returns to Nišville to mark the 20th open-air edition. He will present his new project “Spanish Contingent”, joined by Emilio Garcia (guitar), Victor Cisternas (bass), and Jorge Vera (keyboards). Cobham last performed at Nišville during its very first summer edition in 2006.
With a rich programme, international stars, and vibrant local talent, Nišville continues to be the leading jazz festival in the Balkans and a cultural highlight of the Serbian summer.
Belgrade Beer Fest is the largest beer festival in South-eastern
28-31 AUGUST 2025
Ušće, Belgrade
BEurope
elgrade Beer Fest – an urban institution that has lasted for more than two decades, providing unforgettable experiences to all beer lovers and fans of good music from the entire region. Since its inception in 2003, this festival has become the ultimate summer event in Belgrade, attracting thousands of people every year. It was an absolute record-breaker in 2010 with over half a million visitors passing through the festival gates! Here, history, beer and great music come together uniquely, reflecting the spirit of Belgrade and the pulsating alternative scene of the capital
