Diplomacy&Commerce 46

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April / May 2023 >> ISSUE No. 46. >> FREE COPY

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Opera in Arena di Verona 100 times the first time event celebrating the centenary of Opera in Arena di Verona

Very good results in withdrawing money from EU funds Šime Erlić

Minister for Regional Development and EU Funds

Three decades of the Museum of Croatian Zagorje Jurica Sabol

Museum of Croatian Zagorje, Director

We share the fundamental principles of democracy and human rights

New chapter of PR in Slovenia

Dr. Henk Voskamp

Katja Fašink

Ambassador of the Kingdom of the Netherlands to Croatia

A journey to the centre of myself The call of the Jungle

PRCA Southeast Europe Network Slovenia Chapter Chair

A woman in business

Muzej “Staro selo” Kumrovec

Dvor Veliki Tabor

Muzej krapinskih neandertalaca

“Revenge tourism” strikes back!

Boban Spasojević, Magazine Director Croatia and Editor in Chief

Foreword

ROBERT Čoban Director

boban@diplomacy andcommerce.hr

Vladimir Dudaš Centrobiro Art Director

Robert Čoban Director

Tomislav Smoljanović Photos

Goranka Milošević Translation

Predstavnik za RH

he first time I’ve heard of the term «Revenge tourism» was in December last year in Zagreb, from the mouth of Joan Hoey from The Economist, at The World in 2023 conference. This term signifies the “revenge” on the pandemic by the people who could not travel in 2020 and 2021 and are now taking every opportunity they get to pack their suitcases.

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6 Very good results in withdrawing money from EU funds Šime Erlić Funds

obrt za savjetovanje i usluge

Thousands of newspaper articles and television reports were spent on the missed opportunities of Croatian tourism. Will the local hotel owners, restaurant and B&B owners and other «tourism workers» finally learn their lessons from the record years 2019 and 2022 and the pandemic years 2020 and 2021 and finally enter the mode of «sustainable tourism» with realistic prices and adequate service, remains to be seen. We can only hope. And believe that «revenge tourists» will continue to love Croatia even when the desire for «revenge» subsides.

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We share the fundamental principles of democracy and human rights

In some areas of business, equality is still challenging

Dr. Henk Voskamp

Milena Prodanić Tišma

WHAT WILL HAPPEN IN JULY: The beach in Estoril was full already mid-April

CONTENTS

Minister for Regional Development and EU

Aspekt

She presented this magazine’s forecasts about how the international travel growth of 60% from 2022 will continue with as much as 30% in 2023 to 1.6 billion, which is still slightly less than 1.8 billion from 2019. If we take into account the war in Ukraine, which drastically reduced the number of tourists from this country and from Russia, and the Chinese zero-Covid policy which was in force until recently, the results are more than satisfactory. When the Ukrainians, Russians and Chinese return one day, hopefully already in 2023 or at least in 2024 - global tourism will record its highest results ever.

I had the opportunity to see the scale of “revenge tourism” already at the beginning of this year in Amsterdam, when tickets to all the most relevant museums and exhibitions were sold weeks in advance and there was no chance to buy them at the scene. It was as though the entire world rushed to Amsterdam to see the largest Vermeer exhibition in history at the Rijksmuseum. All the places I visited after that, from Dubai and Abu Dhabi to Malaga and Lisbon, were the same – lines, crowds, in airports, in restaurants, in front of museums and galleries…

10 Slovenia Must Focus All Its Efforts on Establishing a SelfSufficient and LowCarbon Electricity System ELES, HSE, GEN Energija

14 Vrbovec Business Zone An Ideal Location for Businesses Looking to Invest in Croatia

16 Azerbaijan - a country led by a strong leader Embassy of the Republic of Azerbaijan in Croatia

Ambassador of the Kingdom of the Netherlands to Croatia

24 Corporate image and social responsibility

Owner of “Vedri obzori” British School

32 Phrase “Woman in business” will always be exotic Irina Tomić

Grawe – 30 years in Croatia

Director of Sales and Marketing at Blue Kotor Bay

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More and more women in managerial positions Andreja Vukojević Director of the Croatian Chamber of Economy Communications and Marketing Department and Tourism Sector

Three decades of the Museum of Croatian Zagorje Jurica Sabol Museum of Croatian Zagorje, Director

38 ‘Digital Commerce’ – a wide range of technological and business online activities Adria Summit 2023.

40 The vibrant spirits of the Amazon Nikolina Gotal

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Corporate Zaglavlje

European Commission

30 anniversary of the Cohesion Fund EU th

In the last 30 years, the Cohesion Fund has invested nearly 179 billion € in the economic, social and territorial cohesion of the EU. reated in the Maastricht Treaty as a necessary complement to the Single Market in the Cohesion Policy toolkit, the Cohesion Fund was given the mission to support investments in transport infrastructure and in climate and environment protection.

Improvement of water supply and waste treatment, energy efficiency, renewable energy and road and rail infrastructure are among its primary targets.

The Fund focus on Member States with a GNI below 90% of the EU average to boost convergence between European economies. Support from the Cohesion Fund, like all funding under Cohesion Policy, have contributed to the rise in national incomes of the beneficiary countries. Ireland and Spain were the first countries that have seen their GNI rise above the eligibility threshold of 90% of the EU average.

Addressing climate change and protecting the environment and the health of citizens

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Bridges, metros, airports, highspeed trains, and so much more

The Cohesion Fund has financed iconic projects which have transformed entire regions and cities, helping them to catch up with the rest of the EU. For example, in 1998, the Fund supported the construction of the 12.3 km-long ‘Vasco da Gama› bridge in Lisbon, Portugal, the longest bridge in the EU. It has also supported the ‘Alqueva Dam› in the Guadiana River, in the south of Portugal, which is one of the biggest water strategic reserves in Europe.

The Fund also played a key role in the development of the Trans-European Transport Network (TEN-T), by supporting the construction and upgrading of 7,800 km TENT-T roads, 3,650 km TEN-T rail and many aqueducts and tunnels. It financed the longest rail tunnel in Southeast Europe, in construction between Elin Pelin – Vakarel – Kostenets in Bulgaria. It also supported the second rail track between Koper (Slovenia›s major Adriatic port) and Divača that will significantly increase freight capacity and ensure the connection to the Austrian rail network.

In Spain the Cohesion Fund helped building the country›s modern high-speed train network. The Madrid–Barcelona–French border high-speed line, with a total length of 804 kilometres, is one of the main communication axes between Spain and the rest of Europe.

Thanks to the Fund, the railway line WarsawGdynia in Poland has improved passenger transport on the Baltic-Adriatic Corridor, while modern rolling stock runs between the main cities of Poland.

The Fund also invested in sustainable public transport in cities, for example in the metro of 4

The Cohesion Fund currently benefits 15 Member States with a Gross National Income (GNI) per capita below 90% of the EU average at the time of the 2021-2027 Multiannual Financial Framework agreement: Bulgaria, Czechia, Estonia, Greece, Croatia, Cyprus, Latvia, Lithuania, Hungary, Malta, Poland, Portugal, Romania, Slovakia and Slovenia.

Warsaw, Budapest, Bucharest, Sofia and Prague. In Bratislava, the Petrzalka tram line with its famous bridge was built with support from the Cohesion Fund.

Moreover, the Fund helped building airports to better connect the Member States which joined the EU in the 2000s. The airports of Tallinn, Warsaw, Wroclaw, and Rzeszow are just some examples.

The Fund has also supported investments in infrastructure, among them the connection of 6 million people to clean drinking water and 10.5 million people to wastewater treatment. It also supported waste recycling of 4.2 million tonnes of urban waste.

A project of great environmental importance for a green and sustainable economy, that improves the quality of life of thousands of citizens, is the waste treatment plant in Alexandroupolis, in Greece, that allowed for the reduction of 60% in the waste collected from four municipalities of the prefecture of Rodopi and two municipalities of the prefecture of Evros.

The South Sewage Treatment Infrastructure in Malta and the water management for the largest agglomerations in Latvia have improved wastewater treatment and the quality of drinking water for citizens.

In the area of clean energy, the Cohesion Fund supported the installation of renewable energy-using technologies in Lithuania producing electricity for nearly 20,000 households.

The Fund also invested in forest fire protection for 8.3 million people as well as flood protection for 11.4 million people. This includes the construction of a flood protection system and a reservoir to protect the area of Upper-Tisza against floodings of the river Tisza, in Hungary.

Background

The ‘Cohesion financial instrument’, as the Cohesion Fund was initially called, was established on 1 April 1993, and entered into force in 1994 to strengthen the economic, social and territorial cohesion of the EU and the catch-up of countries with the rest of the EU. The original beneficiaries from the Cohesion Fund were Greece, Ireland, Portugal and Spain (1994-1999); then, since 2004, Cyprus, Czechia, Estonia, Hungary, Latvia, Lithuania, Malta, Poland, Slovakia and Slovenia; Bulgaria and Romania (since 2007); and Croatia (since 2013).

The budget of the Cohesion Fund significantly expanded since the 2004 enlargement: €18 billion in 1994-1999, 30.6 billion in 2000-2006, 68.5 billion in 2007-2013 and 61.4 in 2014-2020.

For the 2021-2027 programming period, more than 37% of the Fund’s €48.03 billion allocation will support climate objectives. This includes €6.9 billion for clean urban transport, €3.3 billion for energy efficiency and €16.9 billion for investments in TEN-T rail and road.

Source: European Commission

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Interview

Very good results in withdrawing money from EU funds In terms of contracts, Croatia holds 3rd place, and in terms of disbursed funds, we are 13th ranked in the EU Šime Erlić Minister for Regional Development and EU Funds

e3 are still using the funds from the previous program period of 2014-2020, since the certification process follows the so-called N+3 dynamics defined by the European Commission, which means that these funds are used for another 3 years after the end of the financial perspective, says Šime Erlić, Minister for Regional Development and EU Funds, for Diplomacy&Commerce. He also explains that, in terms of encouraging investment, the funds for the new program period of 2021 - 2027 are mainly directed towards the green and digital transition, but also to numerous other areas.

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As the youngest EU member, Croatia relies signifi cantly on

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EU funds. How successful was Croatia in implementing the program and how much of the planned funds did we use?

Objective indicators speak best about success. The European Commission Cohesion Data platform

In terms of contracts, Croatia holds 3rd place, and in terms of disbursed funds, we are 13th ranked, so we are somewhere in the middle. It is evident that we are accelerating the absorption year after year, considering that in 2020 we were in 21st place.

Croatia has a total of 25 billion euro at disposal from various EU funds by the end of this decade. provides an overview of various data related to the use of EU funds at the level of the European Union.

There are two key indicators by which we compare ourselves with other member states - the first is the contractual nature of funds, and the second is the level of disbursed funds.

These are very good results, not only because they speak about how the funds are being used successfully, but they also show that the system we established for the use and control of EU funds is functional and effective.

We are still using the funds from the previous program period of

2014-2020, since the certification process follows the so-called N+3 dynamics defined by the European Commission, which means that these funds are used for another 3 years after the end of the financial perspective.

The system is currently slightly above 80% of disbursed funds in relation to the allocated funds. Our transitory time is good and we expect a very intense period until the end of this year. The projects need to be completed, and in this sense I expect the maximum engagement of all users, that is, finally, the absorption of 100% of the funds.

The “New Opportunities” project has been expanded to several cities in Croatia. Which new opportunities would you single out? How are we progressing in the use of EU funds from this budget period?

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Zaglavlje Interview

In general terms, we can say that in terms of encouraging investment, the funds for the new program period of 2021 - 2027 are mainly directed towards the green and digital transition, but also to numerous other areas.

In the years to come, the focus will certainly be on the energy transformation of the entire European economy, which will also follow the achievement of the defined climate goals. The green transition has no alternative and the only question is when it will be implemented, but it is important that we have already started in that direction.

So to answer your question, I can say that it is about supporting investments in smart industry, encouraging the partnership of scientific and business sectors, further development of the broadband Internet network, investing in renewable energy sources.

The announcement of calls divided by sector among different departments is in a final stage of readiness, and by the end of this year we expect the first calls and the allocation of funds for investments of the new program period.

I also have to say that we will increase our focus on our goal of uniform regional development in all parts of Croatia in the coming period, so we will direct significant funds to raising the quality of life in assisted and mountainous areas.

In addition, considering the incredible wealth we have thanks to our indented coast, i.e. the islands that have enormous potential that we may not even be aware of at the moment (but we have to change that), we have secured additional funds specifically for the islands.

Croatia is the only country of the European Union, along with Finland, which has a special Act on islands. We have earmarked an amount of 470 million euros from the new financial envelope for the support of assisted and mountainous areas, and 150 million euros for support to the islands.

On top of all of the above, as not many members of the European Union, Croatia secured as much as 13% of cohesion policy funds for investments in urban development for its 22 cities.

With this money, cities (county centers) will be given an instrument for the implementation of strategies for the development of urban areas, and the spectrum of acceptable investment has been expanded compared to the previous period and includes brownfield investments, investments in cultural 8

and Slovenian water management institutions and cooperating institutions of both countries effectively manage risks from floods.

By pooling resources, exchanging knowledge and good practices, scientific cooperation is improved, infrastructure of common importance is built, people and experiences are connected, and ultimately the quality of life is raised, which is the main goal of using the Funds.

Where do you see issues and fears regarding the implementation of the projects you have?

In 2013, it was at 61% of the European average, while in 2021 it rose to 70%, the same as GNP. heritage, energy efficiency, urban mobility, sustainable tourism, entrepreneurship, etc. It is a unique opportunity for cities to integrate their investments and realize the planned development vision.

Which projects would you single out as the most important ones on a national level, although they are all important?

In recent years, many countries have achieved positive trends thanks to cohesion policy. Therefore, while approaching the end of the 2014-2020 program period, we too can testify to numerous achievements so far thanks to EU funds. Every corner of Croatia was touched by investments financed

by European funds, which directly resulted in a better standard of our citizens. It is difficult to talk about the most important projects, because some smaller ones have significantly improved the quality of life.

For example, a very valuable water and communal, road and port infrastructure was built, significant investments in renewable energy sources were carried out (over 1,000 projects in the housing sector alone), hospitals, campuses were improved, we got an improved system for deinstitutionalization of social care, as well as revitalized numerous objects cultural and natural heritage. Of course, the most visible and with the greatest scope of impact are large public infrastructure projects such as the Pelješac Bridge, but we should not forget that numerous Croatian companies have built their

business success precisely on the withdrawal of EU funds, especially thanks to generous grants.

I must also underline that our economy recovered extremely quickly after the COVID pandemic and the recent crises. Official European statistics show that this is so - Croatia is in the top 3 of the fastest growing economies of the European Union, with a 6.3% GDP growth last year, which is twice as much as the European Union, and I‘m sure that the successful withdrawal of EU funds also contributed to this.

Your Ministry pays great attention to cross-border cooperation, as well as to territorial (Interreg Central Europe) cooperation. Can you single out some of the projects and why they are important?

By implementing the cohesion policy, the idea is to maximally combine the advantages of each involved country in order to multiply the individual positive effects.

Achieving good results knows no territorial boundaries, so individual countries strive to connect directly and encourage more intensive cooperation. This is what we want to continue to work on in the future, especially when it comes to crossborder cooperation with neighboring countries.

There is a whole series of valuable projects on which Croatia has collaborated with other member countries, for example with Italy on the strategic project Firespill, which improves the operational capacity of emergency services, or with Slovenia on the Frisco project, where Croatian

Croatia has a total of 25 billion euro at disposal from various EU funds by the end of this decade. This is a large amount, especially if it is put in relation to our GDP, but also to the default withdrawal periods.

So, the funds have never been bigger and this is an exceptional opportunity for our economy and the improvement of all parts of our society and parts of Croatia, but it is also a great challenge for the capacities of our administration. The past period has shown that we work well, but of course, we monitor the processes and continuously improve them.

People are the most important link, and we must permanently take care that key bodies, as well as local and regional self-government units that implement projects, are sufficiently and qualitatively capacitated, both in terms of organization and in terms of personnel. Only in this way will we withdraw all available funds and accelerate their absorption.

Where and how do you see Croatia in 5 years, among other also thanks to EU funds and faster regional development?

The first full EU envelope that we consumed, the first complete financial perspective, is behind us.

Thousands of projects have been implemented and investments have brought changes to every part of our country. The best indicator of how far Croatia has progressed in the last 10 years, since it became a member of the European Union, is our GDP. In 2013, it was at 61% of the European average, while in 2021 it rose to 70%, the same as GNP. It is estimated that GDP is 5% higher than it would be without the effects of cohesion policy, which means that there is a clear correlation between GDP growth and the use of ESI funds. Croatia has shown exceptional resilience and a high ability to quickly recover. I expect that in the next decade we will continue to grow and that we will get even closer to the standard of the most developed members of the European Union.

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Slovenia Must Focus All Its Efforts on Establishing a Self-Sufficient and Low-Carbon Electricity System Mag. Aleksander Mervar, the CEO of ELES, dr. Tomaž Štokelj, the CEO of HSE, and dr. Dejan Paravan, the CEO of GEN Energija, are in agreement: The measures taken by the government and energy companies in order to deal with the energy crisis have worked, the situation is under control.

Mag. Aleksander Mervar CEO of ELES

dr. Tomaž Štokelj CEO of HSE

dr. Dejan Paravan

production units and renewable energy sources, as the more than 30% average import dependence that marked the year 2022 is completely unacceptable.

The managements of key energy companies operating in the MOPE crisis group, appointed by the decision of the Government of the Republic of Slovenia on the 14th of July

CEO of GEN Energija

owever, these difficult conditions are by no means over. We must, collectively at all levels, continue with the measures, as well as with the efficient use of energy.

But not only that: in the long term, Slovenia urgently needs investments in new low-carbon

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Slovenia urgently needs investments in new low-carbon production units and renewable energy sources, as the more than 30% average import dependence that marked the year 2022 is completely unacceptable.

2022 – ELES, HSE and GEN Energija, shed light on the circumstances affecting current developments in the Slovenian energy market. The fact is that in 2022 we were hit by an energy crisis the likes of which we have never experienced before.

The energy industry was marked by strong fluctuations in the prices of energy products, which were the result of several factors: from Russia’s invasion of Ukraine, which, by reducing gas supplies, triggered a high energy price in the entire European area, which is heavily dependent on the import of this fossil

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Corporate

energy product, to the simultaneous confrontation with a long-term drought and the resulting low production of hydropower plants.

Practically all EU countries, including Slovenia, have adopted measures to protect consumers and mechanisms to ensure the liquidity of energy companies. At the outset, the speakers agreed that the laws and by-laws passed by the government in the last six months were key to managing the electricity situation. The Slovenian energy companies have also responded with a series of measures and, despite the emergency, are constantly providing an uninterrupted supply of electricity at acceptable and guaranteed prices.

The measures taken by the government and the energy companies worked, the situation is under control Electricity supply is reliable

In crisis situations, Slovenian energy companies always ensured a reliable supply of electricity

Practically all EU countries, including Slovenia, have adopted measures to protect consumers and mechanisms to ensure the liquidity of energy companies. despite the outage of their own hydro production due to a record drought and despite the demanding overhaul of the Krško Nuclear Power Plant (NEK) and the saving of coal in the Šoštanj Thermal Power Plant (TEŠ). When NEK and TEŠ 6 were not in operation in October, there were no problems with the supply of electricity in the short term, even though Slovenia was more than 56% dependent on its import at that time.

This means that the Slovenian electricity system is robust. However, since we are dependent on neighbouring countries with such large imports, we cannot rely on the fact that the supply will be uninterrupted also in future similar situations.

Generation is stabilized

At the level of electricity generation, the implementation of these measures enabled the stable and reliable operation of the Krško Nuclear Power Plant, which received permission to extend operation until 2043.

The successful rehabilitation of the conditions in the Velenje Coal Plant and the increased use of biomass both enabled the smooth operation of the Šoštanj Thermal Power Plant, as well as the upgrading of the Thermal Power Plant Brestanica (TEB) with oil derivatives for replacing the natural gas that powers it. Including all of the above, energy companies also continued to invest in renewable energy sources.

The consumption of electricity is lower by 6.6 percent

Electricity consumption was mainly reduced by business customers – by a total of 10.9 percent.

Most of them were large clients connected to the transmission network.

The total growth of consumption, by 4.4 percent, was recorded only among household customers and public institutions. Compared to the pre-coronavirus year of 2019, the total consumption was 6.6 percent lower. That it is indeed possible to achieve a reduction in consumption in this segment as well, with appropriate engagement, was demonstrated by GEN-I, where they urged household customers to save with the campaign “From Less to More”.

From the beginning of October to the end of December 2022, GEN-I household customers reduced their consumption of electricity by 3 percent and natural gas by 22 percent, compared to the same period in 2021. GEN-I gave them a total discount of approximately one million euros for the energy saved on their February bills.

Mag. Aleksander Mervar CEO of ELES

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Corporate

2022 in order to bridge the extraordinary liquidity situation. GEN also took out short-term loans with a state guarantee in the total amount of 100 million euros in order to bridge liquidity burdens related to the purchase of replacement electricity during the overhaul of the Krško Nuclear Power Plant. The last instalment of the loan, EUR 10 million, was returned by GEN at the beginning of March.

Market conditions and prospects for the coming year

Energy companies are looking forward to the future with optimism, although according to dr. Paravan, the energy crisis is not over yet. That is why we must

The system operator is preparing to modernize the transmission and especially the distribution system.

dr. Dejan Paravan CEO of GEN Energija

Prices are affordable and comparable to other EU countries

Final electricity prices for household customers in Slovenia in 2022 were the second lowest compared to neighbouring countries, right after Hungary. The same applies to business customers, where final prices were lower only in Croatia.

In 2021, for the 100 largest consumers of electricity in Slovenia, the cost of electricity accounted for 1.7 percent of the total revenue from operations. For 2022, according to Mervar’s estimate, this share will not exceed 2.1 percent.

The liquidity of key energy companies in the country is stable, credits are returning

In order to ensure the liquidity of energy companies, the state adopted a law of suretyship in September, within the framework of which the Holding Slovenske elektrarne (HSE) took out a short-term loan for 185 million euros, which is no longer used. In addition, in the coming months, they will begin returning the first 200 of the 492 million euros from the subsequent payment of capital, which they received from the state in December 12

dr. Tomaž Štokelj CEO of HSE

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Corporate

Mag. Aleksander Mervar CEO of ELES

continue to implement measures to deal with the crisis, including those for the efficient use of energy, which came into force last year. “Electricity prices are currently lower than the regulated prices in practically all consumption segments, which is primarily a reflection of the drop in prices on the wholesale market from the beginning of the year to today. But the situation on the energy market remains tight. There is still a shortage of about 20 percent of gas supply in Europe, so there is still a possible gas shortage in 2024 and 2025, which will keep pressure on energy prices. We therefore urge business customers to take advantage of the current situation in order to carry out a partial purchase of energy for several years in advance. The recommendation is at least 25 percent for the next three years, 2024, 2025 and 2026“, stressed dr. Paravan.

Mag. Mervar also emphasized that the energy industry is preparing for the coming winter: “We were very lucky this winter because of the high average temperatures.

The situation could be completely different if we had low average temperatures, as wholesale prices

The Slovenian energy companies have also responded with a series of measures and, despite the emergency, are constantly providing an uninterrupted supply of electricity at acceptable and guaranteed prices. would be higher.” According to Mervar’s assessment, Slovenia is extremely exposed in the field of reliable electricity supply in case of crisis situations, the relatively favourable development of events in recent months does not allow for complacency. Without new investments, this exposure will only increase, not only in the area of supply, but also in the area of prices.

Decisive measures are necessary to ensure a long-term selfsufficient as well as low-carbon electricity system

The energy crisis exposed Slovenia’s high dependence on imported electricity, which reached an average of 32.6 percent

in 2022, with 98.3 percent of all hours of the year being imported electricity. Similarly, in the first two months of this year, the average import dependency was 31 percent. This is unacceptable from the point of view of national security of energy supply and the sovereignty of the country. We have been warning the energy industry about this problem for a long time and we are in agreement that a serious industrially developed country like Slovenia cannot afford such a large import dependency.

In the coming years, without the start of an intensive investment cycle, the large gap between the consumption and production of electricity will only increase.

Therefore, Slovenia must focus

all its efforts on establishing a self-sufficient and low-carbon electricity system, which means urgent investments in new production units. “Without the necessary investments, we are in danger of being between 40 and 50 percent dependent on imports by 2030 on average. The higher the import dependence, the more the wholesale prices of electricity will be correlated with the prices on the European stock exchanges, additionally increased for the costs of cross-border capacities, the greater the risk for Slovenia in terms of sufficient supply of electricity in the event of crisis situations in the EU and Europe!” illustrated mag. Mervar.

Dr. Štokelj described the situation on the wholesale markets and emphasized that investments in carbon-free and low-carbon technologies are necessary in order to ensure reliable and price-variable supply of Slovenian customers.

Both energy pillars are intensively preparing for accelerated investments in renewable energy sources. Both HSE and GEN emphasize that it is time for a green transformation, development and investment in environmentally friendly technologies, opportunities are also offered in the field of offering flexibility and energy storage. The HSE Group is already the largest producer of electricity from renewable sources in Slovenia, and it is preparing for decarbonization and the construction of alternative and additional carbon-free production sources. “We have set ourselves an ambitious investment program that includes both large solar and wind power plants as well as the renovation of existing hydroelectric power plants and the construction of hydroelectric power plants on the middle Sava River. The HSE Group intends to realize its vision of being the carrier of the green transition in Slovenia also by exploiting geothermal energy, biomass and investing in hydrogen technologies,” stressed dr. Tomaž Štokelj, the CEO of HSE. In the GEN Group, where electricity production is already 99% low-carbon, the central development project of national importance will be the construction of a second nuclear power plant (JEK2). “We will do everything in our power to make the project progress as quickly as possible, thus responding to the need for energy independence and the expected lack of electricity in the next decade,” concluded dr. Paravan.

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Zaglavlje Corporate

Vrbovec Business Zone

An Ideal Location for Businesses Looking to Invest in Croatia The Benefits of Investing in Vrbovec‘s Flexible and Supportive Business Environment estled in central Croatia, the picturesque town of Vrbovec boasts rolling hills and valleys, covering an area of 520 square kilometres and with a population of approximately 30,000 people. The site is rich in natural resources, with over 33,000 hectares of agricultural land and over 15,000 hectares of forest.

The economy of Vrbovec primarily relies on agriculture, with a focus on dairy and meat production, as well as the food industry. It is also the region’s commercial, economic, and administrative centre, with well-developed manufacturing, service trades, and commerce sectors. In recent years, tourism and rural tourism have also become increasingly important, presenting new investment opportunities.

The Poduzetnik Vrbovec Business Zone, located just one kilometre from the town centre, presents an exceptional opportunity for investors looking to capitalize on the region’s economic potential. The zone covers an area of 90 hectares, with 3.33 hectares available for sale, and is situated at the entrance to the town, next to the Sveta HelenaVrbovec (Bjelovar; Koprivnica) highway exit. It is also well-served by a railway line along its southern side, with the E71 highway and Zagreb just a short distance away.

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Designed for various activities, including production, craftsmanship, storage, service, and commercial purposes, the Poduzetnik Vrbovec Business Zone is an ideal location for many businesses.

It comes equipped with utilities such as electricity, water supply, sewage system,

Investing in Vrbovec’s business zone offers numerous benefits, including access to skilled labour, favourable tax policies, and a supportive government promoting investment and economic growth.

The local government provides a range of incentive measures to encourage invest-

Investing in Vrbovec’s business zone offers numerous benefits, including access to skilled labour, favourable tax policies, and a supportive government promoting investment and economic growth. gas supply, telecommunications, roads within site, and public lighting. However, it is worth noting that there is no landfill within the zone.

Investors in the Poduzetnik Vrbovec Business Zone can benefit from a building coverage ratio (BCR) of 0.4, a floor area ratio (FAR) of 1.0, and a building height limit of 15 meters. It means businesses can construct buildings up to 15 meters in height, with a floor area ratio of 1.0, ensuring ample space to operate and grow their businesses.

ment, such as lower utility contributions and exemptions from paying utility fees.

Moreover, Zagreb County, which hosts Vrbovec, has excellent traffic connections and intersects with European transport corridors - road, rail, and air. The county encompasses Zagreb, Croatia’s administrative, university, scientific, banking, stock exchange, and diplomatic centre, making it an ideal location for businesses that require easy access to these services.

The county also has the most significant Croatian airport, Franjo Tuđman Airport,

35 kilometres from Vrbovec, offering convenient connections to other parts of the country and the world.

In conclusion, investing in Vrbovec’s business zone presents a unique opportunity for businesses looking to capitalize on the region’s economic potential.

With abundant natural resources, favourable tax policies, and a supportive government committed to promoting investment and economic growth, Vrbovec and Zagreb County are ideal locations for businesses looking to establish themselves in Croatia. The Poduzetnik Vrbovec Business Zone offers a strategic location and a well-equipped infrastructure to facilitate business operations.

The zone’s flexible zoning regulations and the absence of any particular industry focus or investment challenges make it an attractive location for a wide range of businesses. Investors can also benefit from the proximity of Zagreb, Croatia’s capital and administrative centre, which offers easy access to various services and excellent transport connections.

Overall, Vrbovec presents a promising investment opportunity that businesses should consider exploring.

Additional information about Vrbovac and other business zones in Zagreb County can be found at www.greenring.biz

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Corporate

Embassy of the Republic of Azerbaijan in Croatia

Azerbaijan - a country led by a strong leader Every nation has geniuses who played the role of saviors in the history of national freedom and independence. ith their determination, those ones led their people and played a crucial role in the most fateful moments. The national leader of the Azerbaijani people, Heydar Aliyev, has left a bright and indelible mark on the history of Azerbaijan and the modern world as a great personality, an extraordinary intelligence, and a wise statesman.

Heydar Aliyev led Azerbaijan in two different periods of its history - in Soviet times when Azerbaijan was a part of Soviet Union and later when Azerbaijan regained its independence. In the first period of Heydar Aliyev’s governing, as a result of his policy and reforms in the social, economic and cultural life, Azerbaijan became one of the most successful and developed republics of USSR. In June 1993, with Heydar Aliyev’s return to power for the second time, a new page was opened in the history of our country. K ​​ nowing that only a strong state can guarantee exercise of the rights and freedoms of its citizens, he had taken necessary steps to implement the dream of our nation on creating of democratic, legal and secular state based on national and global values.

Heydar Aliyev’s successive steps let the Azerbaijani statehood to prevent the activities of destructive forces directed against the national integrity and independence of the state. As a result of it the country was saved from the civil

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confrontation. Domestic policy was aimed at providing opportunities for every citizen of Azerbaijan to ensure the right to a free life and improve their well-being.

Under the leadership of Heydar Aliyev and due to his far-sighted policy, Azerbaijan succeeded in solving many problems, entered the stage of sustainable development, expanded its external relations,

Heydar Aliyev led Azerbaijan in two different periods of its history - in Soviet times when Azerbaijan was a part of Soviet Union and later when Azerbaijan regained its independence.

the foundation for the country’s new oil strategy had been completed by signing “Contract of the Century”. “Contract of the Century” was signed for exploring oil fields of Azerbaijan which needed billions of US dollars to be invested. It happened when cease fire agreement with neighboring Armenia which occupied 20 % of its territory just was signed. It’s clear that in that situation only such an outstanding statesman and experienced politician as Heydar Aliyev could convince key international players and the biggest international oil companies to believe on stability of our country, to believe on our future and to invest billions to Azerbaijan. Today’s development of Azerbaijan is a result of those important decisions made by national leader of Azerbaijani people. Finances which flowed into Azerbaijan from sold oil and gas were directed to developing of other fields of economy, to building factories, opening new working places, to implementing huge transport and energy infrastructure projects. Today Azerbaijan plays an important role in providing European energy security.

Currently, a strong and truly independent Azerbaijan under the leadership of President Ilham Aliyev, remaining committed to the political course of Heydar Aliyev. Under his leadership Azerbaijan in 2020 finally liberated its territories from Armenian occupation and this victory became possible due to important decisions made by Heydar Aliyev. A lot of work ahead on reconstruction and rebuilding of hundreds of cities and villages which were destroyed by Armenia but no doubts that very soon almost million of Azerbaijanis who were forced to leave their homes will finally have chance to return. As our President said, the liberated lands will turn into heaven.

Having led Azerbaijan in the most difficult time, during the period of war, devastation and complete collapse of the economy, Heydar Aliyev was able to consolidate the nation, to direct it towards of development and prosperity. Heydar Aliyev changed the course of the history of our country and the people of Azerbaijan are sincerely grateful to him for this.

Looking back on the past years, we once again witness the important historical achievements of the Azerbaijani people under the leadership of their wise leader.

The renaissance and awakening of national consciousness began with Heydar Aliyev’s coming to power. Our independence became eternal and irreversible, our country was able to rise to the level it deserves in the world thanks to the National Leader’s foresight, wisdom, determination, iron will, and rich statecraft experience.

Due to his unparalleled services to his country and people, the 100th anniversary of the birth of the national leader Heydar Aliyev is widely celebrated with high respect and deep gratitude of every Azerbaijani in all parts of our country and beyond its borders on May 10.

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Departures and arrivals

Katja Fašink

The President of the Republic of Croatia received the ambassador’s credentials

PRCA Southeast Europe

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. Mr. Zaal Gogsadze, Ambassador of Georgia to the Republic of Croatia with seat in Zagreb, presented his credentials. N. E. Mahmoud Thabit Kombo, Ambassador of the United Republic of Tanzania to the Republic of Croatia based in Rome, presented his credentials to the President. N. Dr. Naser Mohamed Yusuf Al Balooshi, Ambassador of the Kingdom of Bahrain to the Republic of Croatia with headquarters in Rome, presented his credentials to the President of the Republic. N. E. Kristín A. Árnadóttir, Ambassador of Iceland to the Republic of Croatia based in Vienna, presented her credentials to President Milanović.

Network Slovenia Chapter Chair

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edge will be crucial for reputational corporate communication. At PRCA, we proudly possess the world’s best expertise and training. As the president of PRCA Slovenia, I will do my best to raise standards in public relations and communication by providing active assistance and personal cooperation to all PRCA Slovenia members who will effectively orchestrate their communication paths to becoming unbeatable leaders in their industries.

Photo: Office of the President

he Public Relations and Communications Association (PRCA) announced the launch of its newest Southeast Europe chapter in Slovenia under the overall chairmanship of Katja Fašink during a conference in Ljubljana. The branch follows significant membership expansion on the continent. It is the latest stage in the PRCA’s global development, building on its position as the largest PR association in the world.

PRCA Southeast Europe Network Slovenia Chapter Chair Katja Fašink said: “Today, we proudly put Slovenia on the map under the wings of the most significant pr association in the world, PRCA. In these disrupted, critical times, we communication professionals need to adapt to the shifts in media trends and agendas faster than ever before. We must connect, learn, and grow, embracing the best ways to manage demanding times, people, and relations. Corporate communicators will face many challenges in the future. Retaining the best employees and investing in their knowl-

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Interview

We share the fundamental principles of democracy and human rights Every year half a million Dutch tourists visit Croatia

Dr. Henk Voskamp Ambassador of the Kingdom of the Netherlands to Croatia

etherlands and Croatia are countries with different geographical traits and historical experiences. This implies that we define sometimes differing priorities or approaches. But by and large we are truly partners with an open and transparent bilateral relation, for Diplomay&Commerce said Dr. Henk Voskamp, Ambassador of the Kingdom of the Netherlands to Croatia. We also

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talked with him about the space for strengthening the economic cooperation between the two countries, about the current geopolitical situation, and he revealed to us what he likes most about Croatia.

How would you rate the mutual relations between the Netherlands and Croatia today, when both countries are members of the EU and the Schengen zone and use the euro as a common currency?

Large multinational companies have a presence here, but more interesting is the presence of small and medium-sized companies, looking for niches in the Croatian market.

Croatia and the Netherlands are partners in the EU and NATO. We share the fundamental principles of democracy and fundamental human rights and enjoy excellent bilateral relations. Croatia’s joining both the Schengen zone and the euro brings the country closer to the core of Europe, which we welcome. This development has practical advantages for Dutch citizens as well: every year half a million Dutch tourists visit Croatia.

Last year even a record number of 540.000. They in particular will reap the benefits of easier travel and a common currency.

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Interview

Where do you see room for progress in their joint cooperation?

We share the objective of a deeper economic integration in the EU, deepening the Internal Market, to further facilitate trade and investment and the general functioning of our economies. In both countries our governments have to continue to pay attention to supporting this. Deregulation, reduction of bureaucracy and administrative burdens, effective rule of law and the swiftness of judicial procedures as well as predictability of business procedures: all of these provide the context for an improved business climate and the proper functioning of the European Internal Market.

How do you evaluate the business cooperation, what do the numbers say? Which industries are interesting for Dutch businessmen to invest in Croatia?

The general picture is quite diverse. On paper the Netherlands is

We feel a strong solidarity with the people of Ukraine. Based on my personal experience as a diplomat for over 35 years, I assume that this conflict can eventually only be settled by a negotiated agreement.

a large investor in Croatia, but the numbers may mislead, as the international investors are investing in Croatia from their Dutch subsidiaries. Large multinational companies have a presence here, but more interesting is the presence of small and medium-sized companies, looking for niches in the Croatian market. This could be in the area of maritime cooperation, tourism, IT, sustainable and innovative branches related to the European project of “Fit for 55”/ the “Green Deal” and the like. For example, in September a renewable energy trade mission from the Netherlands will visit Croatia and Slovenia. Dutch companies will have a chance to explore new markets and look for opportunities to collaborate with local companies in solar and biobased energy sector. As for the agricultural sector, time will tell whether this sector is also of interest: Dutch farmers are present in Romania and Ukraine, so why not in Croatia?

Dr. Henk Voskamp planting trees in Osijek

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Interview

Are there any unresolved or open issues between the two countries, and if yes, what are they?

We are two countries with different geographical traits and historical experiences. This implies that we define sometimes differing priorities or approaches. But by and large we are truly partners with an open and transparent bilateral relation. I see no “open issues” in our bilateral relations. In 2022 our two countries celebrated 30 years of diplomatic relations.

To mark this important milestone, our Embassy in Zagreb planted trees throughout Croatia as lasting symbols of our collaboration, friendship and partnership. And to show our commitment to tackle climate change.

As a diplomat, do you see the end of the war in Ukraine and the end of Russia‘s aggression against that country? Where does diplomacy take precedence over war? What is the official position of your government, which we believe relies on the official EU policy?

On the topic of the Russian aggression against Ukraine, the Netherlands stands firmly in support of the government in Kyiv, together with our partners in the EU and NATO. We cannot accept the aggres20

It is in our collective interest to have workable, predictable and stable international relations in which peaceful economic cooperation can work for the benefit of all of the world’s citizens. sion against a sovereign state that is destabilizing the carefully built security architecture on the European continent. For us, with our particular history and small size, respect for international law and a rules-based order are of fundamental importance. Already in 2014, the downing of a Malaysian Airlines flight (MH 17) over Ukraine while coming from the Netherlands with many Dutch passengers aboard, has sensitized public opinion in our country to this conflict. We feel a strong solidarity with the people of Ukraine. Based on my personal experience as a diplomat for over 35 years, I assume that this conflict can eventually only be settled by a negotiated agreement. This requires the willingness on both sides, of which I see little in the current circumstances. We can only hope that this conflict will come to an end soon, if only to stop the shedding of blood and the destruc-

tion. But the bottom-line remains that the Netherlands cannot accept a reward for aggressive behavior.

How would you evaluate the global geopolitical situation, relations between China and Russia, local crises (Taiwan, the Middle East...)? It seems that we are witnessing an attempt to establish a new world order, after years of pandemic and crisis caused by COVID-19.

Future historians will have to pass judgement on this fundamental issue. The international rules-based order was built up carefully after 1945, and on the European continent in particular since the Helsinki agreements of 1975. This order now seems to be under pressure, with historical concepts like “balance of power” and “spheres of influence” returning on the stage. This is the more worrying since we have entered the age of truly global challenges, like

climate change, migration, demography and the return of global pandemics. At the same time our economic relations have “globalized” as well.

It is in our collective interest to have workable, predictable and stable international relations in which peaceful economic cooperation can work for the benefit of all of the world’s citizens. Quite a challenge.

What do you like the most in Croatia and what would you recommend your friends to see, taste... when they come here?

It is not a coincidence that Croatia is such a favorite tourist destination. Personally, I am not a sun or beach lover, but many Dutch are. You will see many of them on the coast of Istria every summer, but you will find me in the inland, with its beautiful towns, excellent food and olive oil and relatively quiet. I will be taking friends in the near future to the Dalmatian coast, but in particular to visit the towns there. Split has become rapidly a destination for Dutch tourists.

From there it is easy to visit Trogir, Šibenik or Zadar. Dubrovnik is of course a gem, but only off-season!

And in spring, when the countryside in the inland is green, a visit to Croatia’s vineyards, be it in the Jastrebarsko or the Kutjevo regions, is something I recommend to my guests as well.

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A woman in business 2023

Women in business

I have never allowed to be treated differently because I am a woman Female CEOs run more than 10% of Fortune 500 companies – that’s 53 women in total.

Interview

omen are often less likely to selfpromote or self-advocate at work, usually through fear of receiving a negative response, says Suzana Hlatki Matijević , Business Unit Manager at Abbott Nutrition International in Croatia and The Netherlands. This is wrong, we need to change this, says Hlatki Matijević.

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Suzana Hlatki Matijević Business Unit Manager at Abbott Nutrition International in Croatia and The Netherlands

“Woman in business” is it still “exotic” or has it become our everyday life?

“Woman in business” is not exotic, and in my opinion, they never were.

Many people are unfamiliar with the fact that the history of female entrepreneurship reaches far back into the past. The first well-documented businesswomen can be traced back as far as 1870 BC to the city of Assur in northern Iraq. Assyrian women at the time often contributed to vast trading networks that flourished in the region, showing that business was not exclusive to men.

There are many more recent examples of women in business too.

Margaret Hardenbroeck, for example, arrived in what would become New York in 1659 and established herself as a debt collector before becoming a business agent. She traded between The Netherlands and the colonies, eventually becoming the wealthiest woman in New York.

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Abbott treats employees as important assets and nurture their talent increasing chances of success. We are making employees feel valued and developing their talents maximizes their potential.

Such stories are not as uncommon as you might think. Throughout the 18th Century, businesswomen traded in the world’s major cities, and there are many examples of successful female entrepreneurs owning and running their own businesses.

Mary Katherine Goddard became the first woman publisher in America in 1766, Madam C.J. Walker owned a million-dollar haircare business in the 1890s, and Coco Chanel opened her first boutique in 1913.

Is the business world a man‘s world?

What are your experiences on the road to success?

Statistically I can say yes. However, the business landscape is changing, along with attitudes towards ‘traditional’ ways of doing business. We can also find plenty of examples of businesswomen and entrepreneurs who are enacting significant changes, supercharging their careers, and helping to shape the future of business.

As women gain more power and influence in the world of business, they bring with them fresh ideas and innovation. Across a wide range of industries, greater gender equality helps to create new products, services, and businesses.

Not only does this benefit organiza-

tions, but it’s also good for consumers, giving them more choices that are more relevant to them. There’s also evidence to suggest that companies are more profitable when women make up more than one in three executive roles.

Personally, I have never had problem with Confidence and self-belief in a traditionally male-dominated space, I have never allowed to be treated differently because I am a woman. Women are often less likely to self-promote or self-advocate at work, usually through fear of receiving a negative response.

This is wrong, we need to change this.

This is my experience on the road to success.

There are still fewer women in leading positions compared to male colleagues, somewhere around 5%.

What do you think is the reason for that and how can that figure be changed in favor of women?

Yes, you are right.

During the mid-19th Century, there was a shift in the labour force that saw women focusing more on domestic tasks, while men became the sole wage earners. Until recently, such ‘traditional’ gender roles have persisted.

Although the representation of women in leadership roles is still an issue, it has

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improved in recent years. Female CEOs run more than 10% of Fortune 500 companies – that’s 53 women in total. This progress is certainly a good thing, although, that 53 out of 500 is still a small proportion.

Furthermore, women in these positions bring with them a unique set of skills and competencies that can help to enact change.

As well as the hard skills needed for executive roles, it’s the soft skills that can make a difference. A 2016 study also found that women score higher than men on nearly all emotional intelligence competencies. These include qualities such as conflict management, adaptability, and teamwork, which are all essential for workplace leadership. We need to work on cultural changes, Ultimately, there needs to be a shift in how we think about and treat women in business roles.

From organizations and executive boards right down to individuals, we all need to be willing and accountable to enact change. This means challenging stereotypes, championing diversity, and creating a working environment that allows everyone to thrive and progress.

You are Business Unit Manager of Nutrition divisions in a large company. How much attention do you

at Abbott Nutrition International pay to each type of equality, including women?

In Abbott we established Women Leaders of Abbott, global organization that takes a proactive role in connecting women and offering dynamic programs and initiatives to enhance leadership experiences and career development of women at Abbott. WLA‘s mission is to help women leaders maximize their potential and realize greater achievement throughout their career. This is how we are sharing our unique strengths and diverse backgrounds.

In the early 1900s two people on Abbotts board of directors were women -And Abbott has been recognized by 2020 Women on Boards for its dedication to female leadership.

That commitment to giving women an equal voice and the opportunity to innovate and lead has only accelerated.

Abbott diversity manifests itself with 47% of Abbott employees are women while 34 % Women Executives in total number of employees 115,000 in 2022.

Abbott Laboratories is also known as a company that pays special attention to the attitude towards employees, mutual respect. How

In Abbott we established Women Leaders of Abbott, global organization that takes a proactive role in connecting women and offering dynamic programs and initiatives to enhance leadership experiences and career development of women at Abbott.

difficult is it to understand the needs of employees and what is essential for satisfaction and success at work?

Abbott treats employees as important assets and nurture their talent increasing chances of success. We are making employees feel valued and developing their talents maximizes their potential. Conversely, employees who know Abbott value their worth are more engaged, productive, and loyal.

To enhance employees’ confidence, we have implemented different programs as Mentorship program, Leading with Impact program and several others that help managers to be trained and improve people manager skills.

The most important thing is to create culture of trust and open communication. It doesn‘t matter how capable or talented people are, they may never reach their full potential if trust isn‘t present.

And Finally, lead by example from my experience is highly valued by employees. When you lead by example, you don’t just push team members towards excellence—rather, you actively demonstrate that excellence.

I always keep this in my mind.

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Women in business

Grawe – 30 years in Croatia Corporate image and social responsibility

Corporate

n today’s world, economic development seems almost unstoppable for years already. Related to such rapid production and growth of industries, the irresponsible and often unethical human behavior is also growing, which has an extremely negative impact on environmental well-being. Caused by human activity, alarming changes in nature warn us that it is necessary to stop for a moment and think about which direction we are going. It is becoming increasingly clear that it is necessary to change lifestyles and business approaches in order to achieve collective environmental responsibility and sustainable development to ensure a better future.

Building environmental awareness and responsible business has always been an integral segment of the Company’s activities. In addition to the effort to manage the available resources in a responsible and sustainable manner through our corporate activities, we continuously improve the community in which we operate through projects aimed at the betterment and health of life and the restoration of nature, thereby actively working on the positive impression we leave as an organization. We always try to encourage our employees to pay even more attention to ecological activities themselves, so that they can set an example

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The umbrella title of the “green” project, GREEN GRAWE, obliges the Company to carry out various activities throughout the year, and all activities have a common denominator sustainability

for the wider business community with their responsible actions and thus start a wave of changes towards a better future.

The umbrella title of the “green” project, GREEN GRAWE, obliges the Company to carry out various activities throughout the year, and all activities have a common denominator - sustainability. In addition to being aware of negative changes and the necessity of implementing new ways of doing business, it is even more important to act according to such principles. That is why the Company has been supporting the EU Climate Pact initiative since 2021, present in 27 EU member states, whose goal is to make citizens aware of the global problem of climate change and encourage everyone to contribute to ensure a better future for our planet. The company joined with a pledge of active contribution to reforestation activities in the next 3 years. In 2021, with the help of modern technology and

an unmanned aerial vehicle, over 5,000 tree seeds were planted in the Grubišno polje area, from which around 2,000 trees will grow, and this year the afforestation campaign continued in the burned area of Oklaj with the help of an unmanned aerial vehicle for rapid afforestation and restoration of forest ecosystems. In addition to reforestation, this year a presentation on the importance of forests, their preservation and care for nature was held for elementary school children from the Oklaj Regional School. The initiative itself aims to bring the idea of sustainability closer to children and instill in them the values of nature conservation. As part of the lecture, a workshop was held where children made fat balls for birds, and thus they were also involved in the process of natural reforestation. With its commitment, the Company contributed to reducing carbon dioxide emissions, raising awareness among employees and the general public, and supporting and developing the Croatian start-up Project O2, whose goal is to stop the negative trends of forest destruction and greenhouse gas emissions.

Corporate volunteering

After two pandemic years, when corporate volunteering was forced to be of reduced intensity, in 2022 the Company again held several corporate volunteering

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November and shaved it at the beginning of December as part of the Beard Auction from Split initiative.

actions in 5 cities across Croatia. As part of the global World CleanUp Day campaign, GRAWE employees cleaned our environment. The actions carried out were as follows: in Pula, the bunkers of the MO Gregovica Pula were cleaned, in Zagreb’s Žitnjak a large illegal landfill was sorted, in Dalmatia, employees cleaned the area of the Trogir municipality Žedno, in Škurinje in Rijeka, employees cleaned illegal landfills in large numbers, while in Slavonia the volunteer action was conceived as a “road” through the villages of the Tompojevci municipality through which discarded waste is collected. A total of 5 tons of waste was collected! The company is extremely proud of all involved employees who set aside their free time for at least a small improvement in the healing of our environment and the greater noble intention for the well-being of the environment in which we live. As an employer, observing the direction our employees are heading and how they represent our Company is of inestimable value.

Financial literacy

Strengthening awareness of the importance of wellness exams

Awareness of the importance of wellness exams in the preservation of our own health is extremely important for the Company as a whole, because it contributes to reducing pressure on the health care system, and timely detection of diseases and conditions, leads to a higher percentage of recovery from the mentioned diseases. From 2021, the Company launched the 90/98 project, the goal of which is to raise awareness of the importance of preventive examinations in the early detection of breast and prostate cancer, not only during October and November, but throughout the year.

The name of the project derives from the figures that indicate the percentage of cure in men and women: the percentage of the possibility of individual recovery from breast cancer is 90%, and the possibility of recovery from prostate cancer in men is a high 98% if detected at an early stage. That’s why the Company, through communication and charitable activities, continuously tries to raise the importance and awareness of preventive examinations, which often represent the first step towards a high possibility of cure.

This year, a large part of communication, marketing and donation activities was focused on this topic. The donation at the GRAWE Night Run was also related because it was directed to the non-profit association Europa Donna Croatia, focused on providing assistance to women suffering from breast cancer, including free psychological assistance. The donation, in addition to the emphasis on wellness exams, was intended to raise awareness of the importance of mental health and help in maintaining it, especially for women who are going through extremely difficult moments in their lives.

Through internal and external communication, social networks and media representation, October was dedicated to the empowerment of women, i.e. all activities were aimed at reemphasizing the importance of women’s health and breast cancer prevention. Even before October, the Company made a donation to the Marra Altrui Association, which provides educational, humanitarian, medical-aesthetic support to women during and after chemotherapy and to alopecia patients. The association provides free micropigmentation of eyebrows and nipples to affected women, and thus, at least initially, helps the affected women regain their self-confidence and the possibility for a better life. In November, the Company placed equal importance on men’s health, and this year it was especially focused on the internal activation of fundraising. GRAWE Hrvatska donated a certain amount of money to the County League against Cancer for every employee who grew a beard during

The PoKRENI initiative was created with the aim of initiating changes and encouraging the adoption of healthy and life-important habits that are the basis for a better future for every individual.

In order to satisfy our basic need for security of life, it is necessary to achieve financial stability. Certainty that we can overcome extraordinary financial challenges through planned investments, savings and insurance. Research confirms that the citizens of the Republic of Croatia are still not inclined to keep a personal budget, nor to long-term financial planning. One of the main causes for such a situation is insufficiently developed financial literacy, that is, the lack of education and information processes that help to better understand financial products and develop skills to achieve financial stability. Every year, the company carries out activities that contribute to a better understanding of insurance concepts and products. In 2022 as well, the Company actively participated in the campaign for financial and insurance literacy of the public, Safer Tomorrow, which is a joint project of the Croatian Insurance Bureau and other insurers from the Republic of Croatia. The joint campaign resulted in several months of activities and a large reach to the audience for whom the campaign messages were intended. In addition to the joint campaign, the Company also carried out its own activities related to public financial literacy. This year, we became the first insurer to use the social network TikTok as a platform for insurance literacy, and to bring the importance of insurance to the younger population in a more accessible way. In addition to the continuous communication of key messages via social networks, the educational platform “Today I live, tomorrow I will have” is still active in cooperation with Telegram media, whose goal is to increase the level of financial literacy of citizens, help them achieve financial stability and ensure their better future. During the Global Money Week, educations were also held in secondary schools, and they were attended by more than 1,000 students so far.

PoKRENI Project

The PoKRENI initiative was created with the aim of initiating changes and encouraging the adoption of healthy and life-important habits that are the basis for a better future for every individual. For the eighth year in a row, activities were carried out with an emphasis on the continuous maintenance of physical activity, necessary for a person’s physical health, as well as the general state of body, spirit and mind. Throughout the year, citizens were invited to exercise for free in the squares of major Croatian cities with the Active Croatia project under the guidance of numerous well-known trainers. The GRAWE Night Run was held again this year at the end of August, which gathered 30% more participants than the previous year.

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Women in business

More and more women in managerial positions If we set aside some of the common prejudices that are nowadays increasingly giving way to some significantly more modern and fairer views on women in business, I think we have reason to be satisfied.

Interview

omen often had to prove themselves much more than men on their career path, but for the most part we did not see this as an aggravating circumstance, but simply as just one more business challenge that needs to be accepted and solved, says Andreja Vukojević, Director of the Croatian Chamber of Economy Communications and Marketing Department and Tourism Sector. Today’s business world is becoming more and more competitive and complex, it’s harder for men too, and I would say that success in top management today is like success in top sport, it requires big sacrifices, even bigger investments, and sometimes a little luck as well. We are all different and it’s clear that we will not reach the goal at the same moment, says Vukojević.

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“Woman in business” is it still “exotic” or has it become our everyday life?

Business women, and even women in managerial positions, are definitely not a rarity anymore, however, there are numerous prejudices surrounding the position and role of women.

Asking the question whether a woman can have a successful career and lead an organization and have a private and family life at the same time is one of the most common asked questions and I would say the most discriminatory prejudices against women in business. Namely, this prejudice initially refers to inequality and a dif26

Andreja Vukojević Director of the Croatian Chamber of Economy Communications and Marketing Department and Tourism Sector

I think it is crucial to free women with potential from too high expectations and pressure both from the environment and from themselves

ferent interpretation of the role of women in society. It starts from the premise that a woman simply has to sacrifice something in order to be successful, if it is not her career, then her family must have been neglected, but it is interesting that men are not asked such questions.

However, if we set aside some of the common prejudices that are nowadays increasingly giving way to some significantly more modern and fairer views on women in business, I think we have reason to be satisfied, both for our male colleagues and for ourselves. We have come a long way from the need to prove ourselves to everyone and everything, we have proven ourselves in countless challenging situations in different industries and social spheres, so the concept of women in business, even at the top level, is increasingly ceasing to be a topic or an opportunity for discussion to such an extent. A woman‘s success in business is increasingly becoming the result of personal endeavour, effort and commitment that an individual has invested in order to succeed in their career, regardless of gender, or nowadays, gender or any other affiliation. We live in an especially exciting and dynamic moment, we share all the advantages and disadvantages of today‘s lifestyle with our male colleagues, partners, spouses and friends, and we see more and more how the traditional division into male and female worlds, male and female roles and jobs is slowly disappearing.

Is the business world a man’s world?

What are your experiences on the road to success?

It is a fact that in total the business world is still dominated by men, and the numbers speak in favour of this. However, today women are managing global corporations, states, women are becoming leaders, they have become more visible in the society, and I certainly welcome that trend, but it did not come undeservedly and overnight.

This is clearly demonstrated by the example of the Croatian Chamber of Commerce, a 171-year-old institution whose presidents have always been men, but women are holding numerous management positions such as sector directors, heads of offices or chief secretaries. Women often had to prove themselves much more than men on their career path, but for the most part we did not see this as an aggravating circumstance, but simply as just one more business challenge that needs to be accepted and solved. It was more difficult for me personally in my career development because I often had to prove myself more than my male colleagues, but I never saw it as a problem, but rather a challenge, perhaps simply because I didn’t want to show some weaknesses that stem from the already mentioned prejudices. However, the results of the work are visible and they are the only thing that’s relevant, therefore work, effort and motivation always pay off in the end. Today, I feel completely equal in the business world

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and I am proud to be a woman who, despite all the challenges, maintains a successful balance between business and private life, between public and family life.

There are still fewer women in leading positions compared to male colleagues, somewhere around 5%.

What do you think is the reason for that and how can that figure be changed in favour of women?

Women are still faced with (too) big challenges, sometimes even with doubts and questioning - is it all worth it, and this makes many of us give up at the start or halfway through. But even then I don’t think it’s bad or in vain, everyone has their own life path, their goals and priorities, and there’s nothing wrong if we sometimes make a decision in a different direction, a direction that is not tailored according to corporate principles and preferences.

Today’s business world is becoming more and more competitive and complex, it’s harder for men too, and I would say that success in top management today is like success in top sport, it requires big sacrifices, even bigger investments, and sometimes a little luck as well. We are all different and it’s clear that we will not reach the goal at the same moment. To increase the percentage, I think it is crucial to free women with potential from too high expectations and pressure both from the environment and from themselves.

Creating a stimulating environment that does not judge or at least does not question is crucial, therefore, if you are the president of the board and you intend to add to your multi-member board a colleague who deserves it by all criteria, do not trip at the first hurdle and condition the person or ask a question about the priority between private and business, family and career. Such companies are also exposed to considerable reputational risk.

Croatian Chamber of Economy is also known that pays special attention to the attitude towards employees, mutual respect. How difficult is it to understand the needs of employees and what is essential for satisfaction and success at work?

It is a process that requires continuous work, but it is not science fiction.

Just as employees are expected to undergo continuous training and should be able to do so, employers must also set these same expectations for themselves.

To improve the corporate culture, to change the mindset, to promote inclusiveness. A continuous dialogue between employer and employee, monitoring of labor market trends such as working at a remote workplace, as well as a deep understanding of the specifics of the functioning of an individual organization, are required.

The Croatian Chamber of Economy has many plans and projects this year. Can you single out some of them to announce to our audience?

In recent years, the Croatian Chamber of Commerce has been going through a challenging period of business transformation. By changing the legislative framework, we continue to gather all business entities registered in the Republic of Croatia, but we have several categories of membership, which includes

The Croatian Chamber of Commerce is in any case a stimulating environment for women, and I would even say that it is a good example of the so-called positive discrimination.

the so-called voluntary membership because now more than 95% of companies in the Republic of Croatia are no longer obliged to pay membership fees. This twist also conditioned a stronger need for market positioning and the sale of various business services and products so that HGK would remain the umbrella institution of the Croatian economy in the coming period. Also, in the coming period, we plan to continue and also to strengthen our focus on the areas that we have determined as key in our work and in which our members have expressed the greatest interest. These are sustainable development and green transition, digital transformation, the future of work and the competitiveness of human resources, EU policies and international cooperation, and the quality and excellence of domestic industry and production. In 2023, the continuation of the business modernization process is planned, and the focus will also be placed on the promotion of Croatian excellence in all segments of the economy, especially through the launch of new and revitalization of existing Chamber projects such as Let’s Buy Croatian and Days of Croatian Tourism, but also new products such the ESG Academy that was very well received in the business community or the online business education platform HGK Masterclass, which we plan to launch soon.

You are the Director of Communications and Marketing Department at Croatian Chamber of Economy. How much attention do you at Chamber pay to each type of equality, including women?

The Croatian Chamber of Commerce is in any case a stimulating environment for women, the institution where I work and hold the position of director of the Tourism Sector and head of the Marketing and Communications Service takes care of the equal representation of the sexes, the role of women in management positions, and in some segments I would even say that it is a good example of the so-called positive discrimination, women predominate in certain work processes and sectors, but this does not mean that we want to put our male colleagues in an unequal position.

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Women in business

I feel privileged because I am a woman in business At VentureXchange, we are strongly against any type of discrimination

Interview

In the startup and scaleup environment (companies designed for fast growth and for scaling globally), female-founded companies are rarely founded by venture capital funds, says Mirna Marovic managing Director, VentureXchage Ltd. (VX), and President, Croatian Private Equity and Venture Capital Association (CVCA). Last year, femalefounded startups and scaleups attracted only 0.9% of total venture capital funds in Europe.

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Mirna Marović Managing Director, VentureXchage Ltd. (VX), and President, Croatian Private Equity and Venture Capital Association (CVCA)

“Woman in business” is it still “exotic”, or has it become our everyday life?

I would argue that ‘Women in business’ are definitively more common.

Both research and anecdotal experience show that companies and teams that embrace diversity are better performing than single-gender teams. Most companies know that, yet sometimes the elitists ‘boys clubs’ at the corporate leadership level deny recognising the valuable contributions of female colleagues. It is an unfortunate fact that women are discriminated against both in salary and promotion. The new sustainability trend is trying to change this. A female board and employment participation, and salary gap are important ESG KPIs that are now required in voluntary and mandatory reporting. As these metrics are measured, more systematic efforts are put in place to promote Women in business.

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Is the business world a man‘s world?

What are your experiences on the road to success?

My career spans over 27 years in the financial services industry. I started as a London-based investment banker, where I have worked for a decade. Back then, but also now, London-based investment banking was traditionally a ‘boys club’, with female managing directors being less than 1% of the total. Yet somehow, I never felt any discrimination of being a woman. On the contrary, I believe being a woman was, in my experience, a privilege and an advantage. Shortly after assuming a mid-level position on the structured finance team at BoA Merrill

Lynch, I started to work as a strategic advisor for the Head of Debt Capital Markets. This division comprised 700 professionals at the time. My views and analysis were discussed among the top seven heads of departments. When I moved back to Croatia, I founded Croatian Private Equity and Venture Capital Association (CVCA). Again, the private equity and venture capital industry is another example of traditionally maledominated industries, and women in private markets are rare. For example, CVCA has 14 regular members – alternative funds managers, yet only two female partners in two venture funds (most fund management companies have only

Despite so much progress made of including women in the workforce, it seems they are strongly discriminated against.

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men as partners). Despite my propensity to choose industries dominated by ‘boys’ clubs’, I felt privileged to be a woman.

There are still fewer women in leading positions compared to male colleagues, somewhere around 5%.

What do you think is the reason for that, and how can that figure be changed in favour of women?

Unfortunately, the very unfavourable ratio of men to women at the leading positions is true in most industries. I would like to exemplify one industry – which is close to my professional engagement.

In the startup and scaleup environment (companies designed for fast growth and for scaling globally), female-founded companies are rarely founded by venture capital funds. Last year, female-founded startups and scaleups attracted only 0.9% of total venture capital funds in Europe. There are several reasons why there is such a huge discrimination of venture capital flows against femalefounded startups. First, venture capitalists are traditionally operating as ‘boys’ clubs’. Decision-makers and investors are usually men, and there is a strong bias that women cannot scale successfully and grow the company. Another bias is linked to women’s ability in the technology sector, traditionally linked to many startups sponsored by venture capital funds. Another discouraging trend is that mixed teams, with both women and men co-founders, are getting less founded in the proportion of the total (12.3% of total

in 2022, compared to 14.9% in 2021, European startups and scaleups). However, evidence points out that investing in female-founders is much more profitable than investing in their male counterparts. One study found that for every dollar of investment raised, female-run startups generated 78 cents in revenue, whereas male-run startups generated only 31 cents.

Despite so much progress made of including women in the workforce, it seems they are strongly discriminated against. Gender is not the only discrimination in the workplace. Race, religion, any type of personal orientation, physical disabilities, all of that are discriminations. Sometimes, it seems that as a society, we are more successful in dealing with other types of workplace discrimination, and yet ignoring the one that is most obvious – discriminating against half of the population.

Some positive developments are expected as part of the broader sustainability agenda focusing ESG KPIs. Inclusion and diversity are both starting to be seen as a competitive advantage, which is also founded in both research and anecdotal evidence. This is the game-changer and against all the biases that are still prevalent in the workplace, together with the ‘glass-celling’ for women’s career advancement.

You are the founder and CEO of VentureXchange Ltd. How much attention do you at VentureXchange pay

Decisionmakers and investors are usually men, and there is a strong bias that women cannot scale successfully and grow the company.

to each type of equality, including women?

At VentureXchange, we are strongly against any type of discrimination. We are 100% open to employing a person based on their skills and abilities, not on any other basis. Besides the nondiscrimination policy, our values include a full meritocracy as we embrace, encourage and reward participation from every team member. Each person can express concerns or constructive criticism. The contribution is rewarded, and team members are incentivised based on performance.

VentureXchange is also known as a company that pays special attention to the attitude towards employees, and mutual respect. How difficult is it to understand the needs of employees and what is essential for satisfaction and success at work?

We have open and constant communication. Through regular daily, weekly meetings and monthly 360 degrees meetings, every employee can express his or her opinion, career development plans and job satisfaction. We sponsor formal in-house and external continuing education programmes suited to the task and ambition of every employee. Embracing a continuing education, especially in sustainability, where I acquired 11 prestigious certificates, I believe I set up a role model for the rest of the team members.

Most of them follow in my footsteps, taking externally certified courses.

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Women in business

In some areas of business, equality is still challenging I don’t feel that success in educational positions are a matter of being female or male believe that traditionally, after most women married and had families, their primary role was to raise their children. As a result, many would miss crucial years and opportunities to develop their careers, considers Milena Prodanić Tišma, owner of “Vedri obzori” British School. For “Women in Business” she reveals her path to success, but also announces the plans and successes of the business she lead.

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1. “Woman in business” is it still “exotic” or has it become our everyday life?

I don’t feel that women in business is considered to be exotic anymore, especially in the educational sector. I see many women in leading positions as the heads of schools. Many ministers of education are female, and there are many women in the educational-governing sector. However, overall, I don’t feel that success in educational positions are a matter of being female or male.

2. Is the business world a man’s world? What are your experiences on the road to success?

I do believe that in some areas of business, equality is still challenging.

However, in the educational sector, women are increasingly appreciated and successful in leading positions. In my career, I have never felt that I have been at a disadvantage because I am a woman, and I have never felt that I am seen differently because I am a woman in a leading position.

3. There are still fewer women in leading positions compared to male colleagues, somewhere around 5%.

What do you think is the reason for that and how can that figure be changed in favor of women?

I believe that traditionally, after most women married and had families, their primary role was to raise their children.

As a result, many would miss crucial years and opportunities to develop their careers. With improved services of child care provisions, and especially if they 30

have support from their families, many women can now work on their careers while at the same time take care of their children. From my personal experience, it has been important for me to have a chance to grow professionally while being present in my children’s lives and to give them the stability they need, especially during their crucial years. Having a support system and increased opportunities for women will help them to become leading members in the workforce while still being able to provide care for their children.

4. You have succeeded in something that not only men but also groups of individuals cannot succeed in, you have opened a very successful school. What can you tell us about the program, the plan of the school?

Our school has a holistic approach to educating children. We believe that well-being is one of the main pillars in children’s education. Through everyday activities, along with subject goals, we also have personal- and internationalminded goals which give children the opportunity to gain skills as active citizens in the 21st century. I am so proud that Look Up Register, who has 5000 schools registered in their system internationally, recognized our school as the Best Private School in Europe for the 2022/2023 school year after already awarding us for Best Humanities School in the previous school year. Going through the application process with the register gave us an opportunity to review and assess everything that we currently offer through our curriculum content.

Through this process, we have also been able to consider ways that we can evolve and include more innovative approaches for next school year.

5. What would you single out as a special feature of Vedri obzori school? What is it that sets it apart from other, similar schools?

I always talk about Bright Horizons with great passion and dedication because the school that I am running is

interview

Milena Prodanić Tišma Owner of “Vedri obzori” British School

I am so proud that Look Up Register, who has 5000 schools registered in their system internationally, recognized our school as the Best Private School in Europe for the 2022/2023 school year after already awarding us for Best Humanities School in the previous school year.

created from my vision and mission from the very beginning. For this reason, I avoid talking about or comparing our school to other schools. Our focus is on providing prospective families with information and transparency regarding the education that we offer. It is then the parents/carers who decide if we are the right choice for them. I have found this job a privilege to have the opportunity to work with children who become young adults under our care. I see our role with a great responsibility to work with families and to help children to become inspired adults who have a strong sense for justice, self-reliance and the ability to adapt to an ever-changing world.

6. What plans does the school, and You, have for the rest of this year?

This is the time of the school year when we are concentrating on supporting our Year 8 students who will be continuing their education elsewhere. This is also the time when parents/carers decide about enrollments for the upcoming school year. We are always working on giving enough information to families so that they can decide if we are the right option for their children. As we continue to teach and support this year’s pupils, we are also preparing for the Bright Horizons Summer School which takes place on our premises through July and August and provides an opportunity for children to experience our way of education through integrated fun and learning experiences. This year, we are also excited to introduce our Bright Horizons Summer Camp in beautiful and historic coastal town of Šibenik.

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DARE TO DREAM, DARE TO BE YOURSELF, DARE TO BE THE CHILD OF THE 21 ST CENTURY

BRIGHT HORIZONS INTERNATIONAL BRITISH SCHOOL

Thematic, creative curriculum Clear process of learning STEAM Extracurricular activities Strong links between home and school Top Humanities school award

A: Sveti Duh 122, 10000 Zagreb, Croatia W: britishschool-zagreb.hr P: +385 1 374 5146 M: +385 91 537 9711 E: info@britishschool-zagreb.hr

Women in business

Phrase “Woman in business” will always be exotic The current global labor force participation rate for women is just under 47%. For men, it’s 72%.

Interview

n my road to development and growth, I was lucky to be mentored by very knowledgeable, professional smart and strong men, Diplomacy&Commerce, Women in business, says Irina Tomić , Director of Sales and Marketing at Blue Kotor Bay . I work with lots of men, sometimes they are annoyed with the amount of words coming out from me, but majority of the time, I really feel appreciated and respected, and I do feel they really have my back, says Irina Tomić.

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Irina Tomić Director of Sales and Marketing at Blue Kotor Bay

“Woman in business” is it still “exotic” or has it become our everyday life?

Hmm, exotic. I think this phrase “woman in business” will always be exotic. It sounds exotic, not to go even further and say out loud, if I may, it sounds sexy, right? It is my everyday life from the day one actually, even from college days, I dreamt to be the one in nice suits and high heels, with leather case full of important documents. Stereotype, which you are aware of only when you are twenty, and you think this is something you need to maintain in order to be perceived as business woman.

Today I swooped these heels with sneakers, and rather relaxed outfits, but documents are still here, no matter which type. There is such a strong connotation behind this phrase “woman in business”; most of the times I am not even aware that it really represents something crucial, historically grounded, 32

No matter which economic level country is, we should create climate for women to freely decide whether they want paying job, or they want to seek some other things

valued in so many different ways, especially in the eyes of my daughter and her friends for example.

Is the business world a man’s world?

What are your experiences on the road to success?

Every questions I feel like starting with: hmmm….and then to really think deep.

Listen, statistically, the answer is still big YES. The current global labor force participation rate for women is just under 47%. For men, it’s 72%. That’s a difference of 25 percentage points, with some regions facing a gap of more than 50 percentage points. Since this is the case, than working men are the answer to creating freedom to work for women, as this should be the starting point. The mathematics behind it easy, eventually it would lead to huge growth benefits, and positive production at the end. Not to mention, the changes in society – the rising number of confident, self-sustained, self - aware, happy, smart and beautiful women all around the world.

If speaking about my experience, I feel obliged to mention that I had amazing experience, even though, through the career I did have a huge change in the work surrounding. My path has brought me to experience working in Montenegro, beautiful country which has a rather different “setup” than Croatia and EU, moreover, still very patriarchate in some ways.

Before that, on my road to development and growth, I was lucky to be mentored by very knowledgeable, professional smart and strong men. The emotions

were always high, all the time on the steak, sometimes I even lost so much, but at the end, the final result was rather positive and admirable. So I could easily say, that one of these men, have not recognized my potential and gave me further opportunities to learn and to grow, if they have not polish my mind and influence how to balance emotions and ratio on the job, maybe I would be different today. I do not mind saying thank you to these role models in business to me. My former General Manager from Esplanade Zagreb visited me last summer in Kotor Bay, in the resort where I am part of management, and was so happy for this opportunity to say thank you to him, for believing in me and molding me according to my character and skills. Probably, if he did not push me so hard, I would not investigate my limits so early in the career. There are always both sides of everything, I mean, there were also some not so nice things during the career but if I have to generalize, I would recommend the same to most of the women.

Nowadays, I work with lots of men, sometimes they are annoyed with the amount of words coming out from me, but majority of the time, I really feel appreciated and respected, and I do feel they really have my back.

There are still fewer women in leading positions compared to men colleagues, somewhere around 5%.

What do you think is the reason for that and how can that figure be changed in favor of women?

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In tourism there is a great mixture of both, men and women, younger and older workers. There are almost around 300 colleagues in our company at the moment, from all over the world.

From what I learned, it really depends on various conditions. One of them is the country itself. There is huge difference between developed and stable countries, and those which are still developing.

The truth behind lower economy, is that women do not have any choice, but rather to seek for job. On the other side, in developed countries, women, especially if married, and if partner is financially stable, usually play some other role in the society, like being part of some associations, humanitarian clubs etc., so they give in, and give back, but in a different manner.

I would like to point out, that the starting point actually, no matter which economic level country is, we should create climate for women to freely decide whether they want paying job, or they want to seek some other things.

Freedom to work at this point should be primary focus, and we are still on step 1 in some countries. There are many socio economic constraints which we need to focus on to resolve this step 1, with many variables.

word - gentleman, you will see this soft, beautiful, meaningful word – GENTLE. So, this is what I expect to get from everybody, and to give to all around me – gentleness.

As of June 1st we have committed ourselves to franchise of Hyatt Regency, and Hyatt is known for taking care of the people first and foremost. We are obliged to go through specific trainings in order to better understand culture around us, company culture, also treats around us and how to recognize them and act upon.

I am extremely happy that this will bring additional enhancements and growth.

Your company is also known as a company that pays special attention to the attitude towards employees, mutual respect. How difficult is it to understand the needs of employees and what is essential for satisfaction and success at work?

I have said in one of the interviews before, tourism is the industry of emotions.

It is one of the nicest industries to work in. Everyone is equally important, and one cannot function without the other. Guests cannot be satisfied if we are not working all together in the team, as the one. Hospitality industry sets example and implements high standards from the behavioral point of view. Guest satisfaction is the mirror of employees’ satisfaction.

Obviously, in this business guests’ needs are those that you hear very loudly, and ours are often very quiet, not out loud spoken. You really need to be the master of psychology for establishing work climate where you allow people to be heard, where they know as a worker there are respected and valued. We treat our colleagues in a manner we want our guests to be treated. Again, showing by example is always the best school.

Communication, empathy, listening, togetherness, team work, stepping in for a colleague, not minimizing any role in a team, and many other nice examples are set in a stone if you want to have successful organization. This is industry with a great workforce turnover, so you want to make sure in every possible way to keep every single one of the valued staff. Part of the process is to present them with individual growth plans, to understand their individual set of skills, and to allow them to develop in the best fitting position. And at the end of the day, there is nothing nicer when you find a note in the hotel room, hand written from guests, showing thank to all team members for making their stay memorable one. This is the end hype.

You are director of sales and marketing at Blue Kotor Bay. How much attention do you at Blue Kotor Bay pay to each type of equality, including women?

In tourism there is a great mixture of both, men and women, younger and older workers. There are almost around 300 colleagues in our company at the moment, from all over the world. Mobility is crucial for workforce at the moment.

From the day one, Blue Kotor Bay showed comparable attention to equality, especially to women. This is the industry where you need to show respect towards all your employees, as you showcase on a daily basis how you want for all guests to be treated. Showing by example is our everyday practice. Not to mention again, one of the men in business, our CEO who is pushing all of us every day to act like dames and gentleman. I always say, in hospitality, in hotel business, we are like ladies and gentleman serving other ladies and gentleman. If you analyze the 33

People & Events

Nataša Bagić I Tea Kozulić

: Let’s go for 04 De’Longhi coffee will never mean

Apr.

the same again

roatian coffee lovers were presented with a coffee machine that prepares popular cold brew specialties that they will love this spring. In a positive and relaxed atmosphere with the sounds of the violin, the season of enjoying coffee cocktails is open. This is due to De’Longhi, a well-known Italian brand of premium coffee devices, which presented the new and innovative Eletta

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Explore device in the Eateria restaurant in Zagreb..

“Innovation is what makes the De’Longhi brand special. Top innovative cold brew technology allowed us to encourage the trend of cold brew drinks and I believe that this is why the simplicity of preparing cold and hot coffee drinks will soon become an everyday thing that our loyal consumers will also accept. Cold Brew Cappuccino or Cold Brew Mojito, with one touch you can prepare the ultimate refreshment in less than 5 minutes, isn’t that really #perfetto?” – said Nataša Bagić, Marketing Manager of the De’Longhi Group in Croatia..

Iva Hraste Sočo, director of the Zagreb HNK and Dinko Lucić , president of the board PBZ

banka 12 Privredna Zagreb supports the

Apr. Croatian National Theater in Zagreb

n the foyer of the Croatian National Theater in Zagreb, the Agreement on sponsorship cooperation between Privredna banka Zagreb and the Croatian National Theater in Zagreb was solemnly signed.

The contract was signed on behalf of Zagreb HNK by the

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head of the management, Iva Hraste Sočo, and in front of Privredna banka Zagreb, the president of the board, Dinko Lucić. By signing this contract, Privredna banka Zagreb became a sponsor of the HNK in Zagreb in the next theater season 2023/2024. On the occasion of the signing of the contract, Iva Hraste Sočo, director of the Zagreb HNK, said: I am extremely glad that Privredna banka Zagreb has recognized us as a partner in the cultural sector and that they will follow us through the next exciting and rich theater season. Support for culture, theater and art through mu-

tual cooperation, which we confirmed today by signing the contract, is extremely important to us, because this way we get the possibility of even better production and repertoire in our theater. I believe that the cooperation will only develop over the years to our mutual satisfaction and the satisfaction of our audience. The president of the PBZ board, Dinko Lucić, expressed his satisfaction that the cooperation started many years ago continues with the Croatian National Theater in Zagreb, a national theater company that is a symbol of excellence in promoting Croatian culture and art in general through the organization of top performances and events, and that PBZ has been recognized by HNK in Zagreb as a partner that is a symbol of excellence in financial business. Privredna banka Zagreb (PBZ) and members of the PBZ Group, as part of the Intesa Sanpaolo Group, one of the leading European banks, have confirmed their strategic focus on culture, providing support to cultural institutions and important artistic events in the promotion of Croatian and Italian art in our country and beyond. Also, PBZ is a significant factor in the development of the Croatian economy and the initiator of introducing changes in the field of socially responsible business, also, we are the leading donor in the country in terms of donations to health institutions and homes for children and young people with a unique donor program I do well every day, which has been running continuously for 15 year, said Dinko Lucić, president of the PBZ Management Board.

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People & Events

Andrea Perkov, the General Director of the CCIC, and Stefano Trespidi, Italian opera stage director

Andrea Perkov, the General Director of the CCIC

Pierfracescco Sacco, the Italian Ambassador

in Arena 18 Opera di Verona

Apr.

n the initiative of the Foundation of Arena di Verona with the support of the Embassy of Italy in Zagreb and cooperation with the Italian-Croatian Chamber of Commerce and Veneto – the land of Venice, an event under the name 100 times the first time that celebrates centenary of Opera in Arena di Verona, took place. People gathered in the temple of Croatian culture - Croatian National Theatre at least for the moment had the opportunity to travel to Italy and taste the irresistible Italian atmosphere in a few-hours-journey that guided them from the past throughout the future while listening about all the activities of the Opera Festival that will be happening in the historic ambi-

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Iva Hraste Sočo, intendent of HNK

ent of Arena di Verona from June to September.

Iva Hraste Sočo, intendent of HNK and Pierfracescco Sacco, the Italian Ambassador, expressed a warm welcome to everyone, after which Andrea Perkov, the General Director of the CCIC, and Stefano Trespidi, Italian opera stage director, held one-hour speech that explained main questions around organizing such a huge and important event. They referred to the history of the Arena di Verona, guidelines of his five years of artistic direction for a Festival, influence of being Veronese in his life and career, problems they face to make the festival as good as possible, and many more. Needless to say that all the guests enjoyed the most beautiful voices from

Italy: tenor Gaston Rivera, baritone Youngjun Park, soprano Ruth Iniesta and pianist Federico Brunello who performed arias from the six most successful operas in Arena di Verona from the 1913 until now: Celeste Aida from Aida, Cissi d’arte from Tosca, Dio di Guida from Nabucco, Le fleur que tu m’avais jetee from Carmen, Un bel di vedremo from Madama Butterfly and finally Di Provenza, il mar, il soul… from La Traviata, after which the typical meal from region Veneto was served – risotto and tiramisu. Appropriately, later on that evening, in Croatian National Theater the opera Tosca was performed, and everyone interested could have enjoyed it.

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Interview

Three decades of the Museum of Croatian Zagorje As a cultural institution operating under the auspices of the line ministry, it is a unique “institution” as such in Croatia, which brings together a gallery, two castles, a natural protected area, etc.

Jurica Sabol Museum of Croatian Zagorje, Director

ast year, the Museums of Croatian Zagorje were visited by 301,508 visitors, which ranked us in second place among all museums and galleries in Croatia according to the register maintained by the museum documentation center, which includes more than 170 museums and galleries in the territory of the Republic of Croatia, Jurica Sabol, director of the Museum of Croatian Zagorje, says for Diplomacy&Commerce. In addition to thirty years of operation of the Museum of Croatian Zagorje, we will also mark 70 years of operation of the museum in Kumrovec, and in February we already marked the 450th anniversary of the Peasant Uprising, says director Sabol.

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The Museums of Croatian Zagorje are celebrating 30 years of their work. How will you mark this grand anniversary?

The Museums of Croatian Zagorje are one of the most complex heritage institutions in this part of Europe.

They consist of five different museums in the area of Krapina-Zagorje County, namely the Dvor Veliki Tabor Museum in Desinić, the only openair museum Staro Selo Kumrovec, the gallery of Antun Augustinčić in Klanjec, the Peasants’ Revolt Museum in Gornja Stubica and the Krapina Neanderthal Museum in Krapina. The Museums of Croatian Zagorje were established by a decree of the Government of the Republic of Croatia in 1992, and we started working on January 1, 1993, so thirty full years of work are behind us. A lot of things happened, but also a lot of 36

beautiful and great things were done in the Museums of Croatian Zagorje.

This year, we decided to celebrate our jubilee with a special ceremony on the International Museum Day, May 18. We are currently shooting a documentary film just for the purposes of that great jubilee, and we will premiere it as part of the 30th anniversary celebration. The ceremony will take place in the Peasants’ Revolt Museum, where the administration of the Museum of Croatian Zagorje in Gornja Stubica is located.

The museum’s popularity is growing year by year. What do the numbers show, how many

visitors were there last year, who are the most frequent guests, what do they expect before arriving, and what do they tell you after the visit?

I must point out that all our five museums are strong cultural and tourist destinations in the KrapinaZagorje County and that for many years we have been among the most visited museums in the country.

A large number of visitors are an additional wind at our backs and are certainly a great incentive for the years, programs and projects ahead of us. For the thirteenth year since its opening, the Krapina Neanderthal Museum is the most visited of the

What is a problem for all of us is the accommodation spaces for storing museum materials and museum documentation, I think that this should perhaps be modernized a little more.

five museums that are part of the Museum of Croatian Zagorje. Last year, it was visited by about 134,000 visitors.

It is important to note that more than half of this large number are families with children and children who come on field trips.

According to some statistical indicators, we see that our visitors come back, especially to the Krapina Neanderthal Museum, which some of them visit even up to three times.

Second most visited is the Staro Selo Kumrovec Museum with around 45,000 visitors annually, it is then followed by Dvor Veliki Tabor, the Peasant’s Revolt Museum, and the Antun Agustinčić gallery. When it comes to from where our visitors come from, we must say that we record arrivals from all parts of the world, especially before the corona crisis, we recorded visits from Japan, China, Thailand, Australia, New Zealand, Chile, Brazil and the United States of America. I would like to point out that in 2022, the museum in Kumrovac and the Antun Augustinčić gallery in Klanjec recorded the most foreign visitors, and these were visitors from the USA, about 7,000 of them.

You are a cultural institution that operates under the auspices of the line ministry, and you are the only such “institution” in Croatia that brings together a gallery, two castles, a natural protected area, etc. How much greater responsibility does this fact require, and also what exactly does this mean for your business?

The founder of the Museum of Croatian Zagorje is the Ministry of Culture and Media of the Republic of Croatia, and the museums are owned by the Republic of Croatia. We

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we intend to connect with Slovenian cultural institutions. Also, in the coming years, I would like it if we could connect more strongly with museums from Italy, Austria or even Germany.

What is important to emphasize is that the Krapina Neanderthal Museum is a member of the Ice Age Europe International Council and the European Heritage Label Network, and through such memberships we achieve various collaborations, we publish journals, magazines, and jointly organize international traveling exhibitions. All in all, we are quite satisfied with international cultural cooperation.

have two castles, one prehistoric site, Hušnjakovo, in Krapina, an open-air museum and an art gallery. All in all, we have about sixty buildings that MHZ takes care of, about 200,000m2 of green areas and 56 full-time employees. It is a large system that requires a lot of work and time. It is important for us to be guided by strategic planning, to have an integrated approach to management through all five museum institutions and, of course, to follow the guidelines of cultural policy development from higher levels, that is, at the national level.

In parallel with the celebration of 30 years of the museum, you have ongoing projects and programs. Can you reveal some of the plans to us?

This year 2023 is an anniversary year and I like to emphasize that, in fact, in addition to thirty years of work of the Museum of Croatian Zagorje, we will also mark 70 years of work of the museum in Kumrovec, and in February we already marked the 450th anniversary of the Peasants’ Revolt Museum. And we will mark 50th anniversary of the Peasants’ Revolt Museum in Gornja Stubica in October.

Various events, such as exhibitions, educational programs and projects, and international cultural cooperation are scheduled throughout the year in all five organizational units.

Annually, we organize around thirty exhibitions, both original and guest, related institutions and museums are guests in our museums, and so are we in theirs. I would especially like to highlight one traveling exhibition in particular, it is an exhibition called “The Prehistoric Man of Krapina”, it has been traveling all over Croatia for five years and this year, March 9, was the ninth visit to Vučedol in the Museum of Vučedol Culture.

We also have a novelty, which is the pedagogical program “On Horseback to Museums” where, at the end of the year, we gather all our five museums through one interesting theme. The theme is the horse as a common link, because in all our five museums the horse is treated in a special way within the scope of permanent exhibitions, and the program is intended for families with children. As part of this program, various educational programs are organized during the weekend for five weeks, the finale is in the Staro selo Kumrovec Museum at the beginning of December.

Also, last year we started the revitalization of the Count Oršić vineyard in Gornja Stubica. We are one of the few museums that has its own vineyard where we also produce our museum wine, and we also want to further develop that in the future.

Without modern solutions and multimedia installations, it is very difficult to attract visitors to come back again, but also to develop a new audience Of the more important projects, I would definitely single out one big project from the solidarity fund, we all know that three years ago the area of Zagorje was unfortunately damaged during the earthquake. Our beautiful baroque Oršić Castle in Gornja Stubica was damaged and we are currently in construction work.

We managed to withdraw slightly more than 4 million euros from the solidarity fund. Through this fund, the complete documentation for structural renovation has been prepared, construction works are underway, and we will also get a completely new storage room, i.e. a space for storing museum materials.

On the other hand, we have also completed the project documentation for the upgrade of the Krapina Neanderthal Museum, an investment worth around 70,000 euros for now, we plan to build one floor on the roof of the museum, the so-called Visitor Center, and with this we would round off a beautiful story and offer additional content to all visitors coming to Krapina. The Visitor Center will include an exhibition gallery space, an area for educational programs, an outdoor amphitheater, a smaller children’s playground and a catering facility.

In your opinion, what is missing in Croatia in order to complete the offer of museums and do you have cooperation with similar institutions in the country and abroad?

Croatia truly has many galleries and museums, more than 170 of them are registered in the register, so the offer itself is not lacking, and

we are a shining example how one geographically small area can have as many as five different museums, which really attract an increasing number of visitors year after year.

What is a problem for all of us is the accommodation spaces for storing museum materials and museum documentation, I think that this should perhaps be modernized a little more. The Krapina Museum was at the forefront of this about 13 years ago, where a prehistoric theme was told in a modern, contemporary way using modern technologies, multimedia installations, and we can see that this is a trend today, in Europe and in the world. Without modern solutions and multimedia installations, it is very difficult to attract visitors to come back again, but also to develop a new audience. However, in my opinion, there is one more key item here, namely the museum employees and the museum staff themselves, who should be dedicated to visitors as much as possible.

Today, visitors want direct contact and relationship not only with the museum staff but also with the museum itself and the programs.

As for international cooperation, I must emphasize that we are very satisfied, but also that there is always room for improvement. Given our geographical location, the most natural and most common cooperation for us is with Slovenian museums, with which we often exchange museum exhibitions. In addition, we participate in EU projects within the Interreg Croatia-Slovenia programme and in the coming period

You became the Director of MHZ at a very young age, but you came to this position purely on merit. What guides you in your work and what is your light motive in your career?

Considering that I am a geologist by profession, I started working at the Krapina Neanderthal Museum in 2011. Throughout my career path at MHZ I have held almost all positions, from guide, trainee curator, curator, head of the museum in Krapina and on February 01, 2021 I was appointed director of the Museum of Croatian Zagorje.

Somehow, my motive for candidacy was perhaps the ambition to start some new projects in Krapina, as such a world museum with the richest collection of the Neanderthal man in the world deserves.

I am happy because I have good colleagues and associates who not only support my ideas but also contribute to the daily progress and development of our museums. I must mention that the entire documentation regarding the upgrade of the museum in Krapina was completed in a very enviable time frame of only one year, which is the product of joint efforts.

Where do you see yourself and your career in the next 5 years?

Are you planning or are you waiting for circumstances and opportunities to “arrange themselves”?

I am currently halfway through my mandate, we have started some projects, some are yet to be launched, and of course, one mandate alone is not enough to realize everything planned. We are talking about multi-year projects and programs that are of national cultural strategic importance, so I don’t have a clear vision of what will happen in five years, but one thing is certain, I know that I want to finish everything I started.

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Corporate

Adria Summit 2023

‘Digital Commerce’ – a wide range of technological and business online activities As a global phenomenon, digital trade is certainly not immune to the consequences of geo-political trends and conflicts.

Dejan Tešić Co-Organizer of Adria Summit

Boris Vujičić Co-Organizer of Adria Summit

dria Summit, Future of Digital Commerce is a regional business conference designed with the aim of becoming a leading platform for the exchange of ideas, experiences and contacts in the field of digital commerce. For the second year in a row, we are gathering leading leaders and experts from the Adria region and beyond, who will discuss global trends that have an impact on the business climate in these areas in the wonderful Kempinski Savudrija hotel, during a 2-day conference and weekend get-together. If last year’s event was dominated by topics such as post-pandemic recovery of the economy, problems in the global supply chain and unexpected growth in inflation, this year we expect topics related to the impact of artificial intelligence on digital business, further innovations in market and business models, the possible banking crisis and its consequences on the liquidity of companies, as well as the challenges faced by young and more experi-

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enced entrepreneurs in local markets. We will try to give answers to some of the burning questions, and even if we don’t have all the answers, at least we want to start the conversation...

As a global phenomenon, digital trade is certainly not immune to the consequences of geo-political trends and conflicts. The ques-

in general, but are these increased volumes of business here to stay or are we already sensing a dramatic decline...

The new regulation regarding ESG (Environmental, social, and governance) operations is increasingly affecting the business decisions, both of the companies participating in the value chain, and of

The new regulation regarding ESG (Environmental, social, and governance) operations is increasingly affecting the business decisions, both of the companies participating in the value chain, and of the banks that finance their business tion is how tensions in Southeast Asia and the decline in consumer spending power will impact the global supply chains. It is interesting to note that the price of a cargo container that transports goods from China to Europe reached over 20,000 euros 2 years ago, and today it can be obtained for a tenth of that amount. The pandemic, which, we hope, is now behind us, had a great impact on the growth of the number of transactions and trade

the banks that finance their business. Given that our region today plays a role in the production chain of European products and services, how did countries and companies from this region prepare for the new EU ESG regulation?

In the last few months, US IT companies have laid off over half a million experts and it doesn‘t end there... Is this a consequence of preparations for a new wave of artificial intelligence development

or an announcement of the coming recession? How are IT companies in our region preparing for the next business period, given that many provide services in those markets?

Will the historically record-high reference interest rates manage to bring down the inflation, but also increase unemployment and lead to a longer period of recession in developed economies? If banks do not increase interest rates on savings, will money continue to migrate to more attractive financial products? And if they raise interest rates, what impact will that have on the already weakened profitability and financial situation.

Does the volatility accompanying cryptocurrencies limit the faster development of the application of blockchain technology in business in some way? Will the announced regulation of cryptocurrencies lead to a greater number of institutional investors and new ways of using them in everyday life, or is it just the preparation of central banks for the introduction of digital national currencies (CDBC)?

ChatGPT solution of the company OpenAI became the next big thing only 4 months ago, and some are already worried about the survival of the human race...

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Is this fear justified or is it just fear of the unknown? New versions of ChatGPT can already create music and video from given text, which will represent a serious blow to the creative industry by raising serious questions about intellectual property rights. According to Elon Musk, things are „moving in a strange direction, and very quickly,“ so there are increasing calls for regulation of advanced artificial intelligence. Is this a step in the right direction or will it lead to information control?

The Italian regulator has already announced the ban on some AI solutions, referring to the EU GDPR regulation..

How can advanced AI lead to new channels of sales and customer service, as well as a new level of efficiency in the use of business applications and technologies, resulting in reduced business costs.

Are all these developments in the IT and banking sector predominantly limited to the American market, or is there a danger of the crisis spilling over into European and even markets in our region?

Nowadays, the term ‘Digital Commerce’ means a wide range of technological and business activities that are carried out online. And while ‘eCommerce’ is a term that basically implies the sale of material (brick&mortar) goods through the Internet and other online channels, along with the logistics processes related to the delivery of those goods, ‘Digital Commerce’ additionally includes the exchange of digital intangible goods and content, such as : software, telco services, streaming video and music content, gaming, cryptocurrencies and crypto tokenized assets, design solutions, educational content and much more that shapes the so-called metaverse. This economy, which almost did not exist until just twenty years ago, today accounts for more than 70% of all economic flows and transactions that are carried out through the Internet.

The evolution from Web2 to Web3 has moved the Internet from centralized models of creation and control over data and various contents, to more democratic decentralized models in which even smaller participants get more significant roles, and the possibility of concluding ‘smart contracts’ without the need to involve a ‘trusted third party’ fundamentally changes business models and established banking financial services.

It is clear today that crypto blockchain technology as an essential element of the metaverse

Adria Summit was conceived as a platform that connects business leaders and experts of the region from different areas of industry, and aims to exchange knowledge, positive and negative experiences that brings accelerated technological development will be very present in the years and decades to come. Despite all doubts and ups and downs of the market, the use of digital assets and the number of diverse applications of the technology is constantly growing, both in small innovative companies and in the largest companies and financial institutions in the world. At the same time, an increasing number of countries are working on the introduction of digital currencies - ‘Central Bank Digital Currencies’.

The banking industry, which still hasn’t completely recovered from the consequences of the 2008

crisis and the weight of non-performing loans that burdened their capital structure continues to be under constant pressures to reduce the costs of doing business and the challenges placed before them by new tech companies. Despite the fact that investments of banks and the banking sector in the digitization of business models are significantly higher than in other industries, which still makes them the most attractive consumers of ICT sector services, and despite the fact that the capital base is concentrated in the banking sector, agile fintech companies and other challengers

in the conditions of liberalized financial markets, are increasingly occupying spaces traditionally occupied by banks. In addition, the pandemic and its consequences, and then the coming inflation, opened up new challenges in managing the balance sheet positions of banks, and created an environment that led to the recent collapse of several institutions. That banks and the banking sector are faced with a massive redefinition of business models is clearly shown by the historically low market valuations, as well as the obvious processes of consolidation in the banking sector with the disappearance of a significant number of traditional players.

How the financial sector will adapt to the new conditions, and in what ways it will represent reliable and crisis-resistant support for the development of digital commerce in the future, will be among the central topics that will be discussed at the upcoming Adria Summit.

Adria Summit was conceived as a platform that connects business leaders and experts of the region from different areas of industry, and aims to exchange knowledge, positive and negative experiences that brings accelerated technological development. In addition to the usual panel discussions, the program will also include specialized interactive presentations, workshops and sessions, with additional formal and informal forms of discussion. In addition, a special masterclass on the fintech industry was organized, prepared according to one of the first accredited academic programs in this field in the UK. The Summit pays special attention to innovative entrepreneurship as the driver of all changes. A special segment of the program has been organized where a number of selected innovative companies from the region, which have overcome initial challenges and reached the stage of accelerated growth, will have the opportunity to share their experiences with other participants, and in the presence of representatives of the investment community, from business angels, via venture funds and private capital, to large institutional investors.

The intention of the organizers is to point to good examples and to influence the improvement of the environment for the development of innovative entrepreneurship with a shared vision of a more advanced and humane society through open communication between the startup community, technological development centers, professional investors and state institutions.

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Part 2. – Amazonian Symphony

A journey to the centre of myself The vibrant spirits of the Amazon

Nikolina Gotal @ShesGotall

he warmth of ShipiboConibo people calmed me.

I was welcomed into their world with open arms, smiles and hugs, and I felt a deep sense of belonging from the second I arrived.

The community of indigenous people, their kindness and wisdom left a profound impact on me. The Peruvian Amazon Rainforest is home to many indigenous communities. The Shipibo›s have lived in the Amazon for centuries, and their unique culture,

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Amazonian villages are usually nestled in a less thick part of the rainforest for easier access to resources such as food, water, and materials for building and crafting. tradition, spiritual beliefs and deep connection to the land and its creatures are genuinely remarkable. Here, I began to learn how people can live in perfect harmony with nature. They understand themselves to be part of it,

not dominate it, and their respect comes from the knowledge that their own well-being depends on it. They learn from the land, the river and the plants. Nowhere in the world have I met people so spiritual, humble, full of love, able

to find pure happiness in the smallest things, constantly laughing and singing. For them, everything in the Universe is constantly singing.

Embracing Simplicity

Upon arrival, they took me to a small wooden hut with a roof covered with palm leaves and windows with mosquito netting and curtains with a recognizable Icaros pattern, adding a touch of culture to the otherwise simple structure. The simplicity of my new home reminded me of the importance of disconnecting

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TRAVEL

From Green to Ash

from the chaos of modern life and reconnecting with the natural world. From this moment on, I didn’t have access to the internet.

I was left with my notebooks, pen, my own thoughts and sounds of the jungle that are constantly changing throughout the day from the chirping of exotic birds in the morning, playful monkeys and the buzzing of insects in the afternoon to the mysterious calls of nocturnal animals taking over the forest.

Amazonian villages are usually nestled in a less thick part of the rainforest for easier access to resources such as food, water, and materials for building and crafting. This also allows the creation of clearings for agriculture, provides a degree of protection from predators, and allows a greater sense of safety.

The Hidden Treasures of the Jungle

From the moment I arrived, I heard the song of the Great Amazon Rainforest calling me to dive more profoundly into its green depths, explore its natural wonders with all my senses and feel its power and vastness. I knew that, despite its beauty, it was a harsh and unforgiving environment that I shouldn’t explore alone. At least not the first time. The next day I was accompanied on my first of many walks. As we ventured deeper, I could feel the spirit of the rainforest enveloping me. It was more than just sound. It was a vibration that touched my soul.

I marvelled at the intricate web of life and the variety of plants that surrounded me, feeling a deep sense of interconnectedness with every living thing. The rainforest was alive and pulsing with energy, and I could feel it flowing through me, filling me with a sense of awe and veneration. I was privileged to learn about the tallest trees I’ve ever seen and different plants used for medical and ceremonial purposes that I later had the honour to prepare with them. A stream with crystal clear water crossed our path, and they showed me how water can be drunk on the spot.

Every corner of the jungle seemed to be bursting with life. Sloths and monkeys were hanging from the treetops, anteaters hiding between the trees searching for the ants that had created a whole parallel world with their meter-high towers of anthills and an incredibly complex interwoven network of paths on the ground. The air was thick with the scent of tropical blooms.

A month before my arrival, someone had set a fire that burnt more than 80 km2 of the rainforest. It was an overwhelming scene to witness.

Suddenly, I was struck by a devastating site. The vibrant and lush forest turned into a charred wasteland of ash and destroyed trees. A month before my arrival, someone had set a fire that burnt more than 80 km2 of the rainforest. It was an overwhelming scene to witness.

They told me how they fought the raging fire for weeks. As they don’t have access to fire departments or modern firefighting equipment, they were battling the flames with their bare hands, buckets, and shovels to protect their homes and communities.

The story about the deforestation of the Amazon is very well known worldwide. Large-scale development projects, such as logging, farming, and mining, are encroaching on their territories and destroying their forests and rivers. Indigenous people fight for their rights, the protection of their forests and the preservation of their culture for future generations. The awareness of the consequences, right there on the spot, gave me chills. I couldn’t help but wonder how is it even possible that we’re witnessing these scenes today with all the knowledge about the loss of biodiversity, extinction of many species, and climate change on a global level that is destroying humankind.

Awakening the Healer Within

I spent a decent part of my days in my peaceful cottage, writing, reading, meditating, and reflecting on my life and why I set out on this adventure. In a short period, life confronted me with a huge loss and tough situations, one after another.

The stress of it all had taken a toll on my body, and deep down I knew I had to take control of my healing.

I’ve often heard about the transformative power of plant medicine in the Amazon rainforest. Finally, after a lot of research and conversations with experienced individuals, I was brave enough to embark on the most extreme and expensive journey of my life, unsure of what lays ahead but determined to push through my fear.

Indigenous people believe that plants hold the wisdom and knowledge of the Universe and that by consuming them in a specific way, we can tap into this knowledge and gain a deeper understanding of ourselves and the world around us. For the Shipibo’s, fasting and dieting with the plant spirits in seclusion is the most direct way to learn and heal. They’ve 41

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had ever heard. They help to guide the shamans and the participants on a journey of healing and selfdiscovery. Through Icaros, the Shaman can communicate with the plants and ask for their guidance and healing powers. The haunting melodies and intricate rhythms of Icaros transported me to another world, and I felt a immense reverence for their spirituality.

Icaros are not only the sacred tool of connection to the spiritual world but also a fundamental part of their identity, deeply rooted in their culture and reflected in everything they do, including their architecture and art. I was overwhelmed with the beauty of the hand embroidery and handpainted ceramic pots they had crafted. Every pattern is a different note and verse, and they can read and sing it. For us, who don’t, it is like witnessing some imaginary parallel world.

passed down their knowledge and relationship with plants for thousands of years through deeply personal diets. It’s a sacred and powerful tradition that I feel incredibly grateful to have experienced. Not everyone endures these diets, as they are incredibly physically and emotionally challenging, especially in terms of renunciation, but the rewards are immense for those who complete them. I surrendered to “La Dieta” process through purifications, purging, plant bathing, smudging, “rapés”, and their powerful ceremonies with Kambo and Sacred Plant Medicine, connecting deeply with the highly intelligent and wise spirits of nature that led me to transformative healing and self-discovery.

A journey into the unknown

The healing ceremonies are led by the Shaman (healer), the community’s spiritual leader, inside the Maloca. This traditional and sacred communal house represents the centre of indigenous cosmology. It’s believed to be the dwelling place of the spirits of nature, the physical representation of the interconnectedness of all life forms in the Amazon rainforest. In the central area is the altar adorned with offerings of Amazonian tobacco and other sacred plants, crystals, and other objects that hold spiritual meaning. The altar represents a connection between the physical and spiritual worlds and serves as a portal for communication with the spirits and energies that inhabit the rainforest.

If I hadn’t witnessed it myself, I would never be able to understand shamans’ ethereal power, which enables them to communicate with spirits, diagnose and treat a wide range of ailments, and access hidden knowledge about the Universe. They can sense the energy and emotions of those around them and are able to access information about a person’s past, present, and future through their connection to the divine. It is, by far, the most extraordinary thing I’ve ever lived through in my entire life. Testimony to the sacredness, profoundness and power of those ceremonies is written on 250 pages in my diaries which will hopefully once see the light of day.

The Melody of Belonging

An essential part of the ceremonies are Icaros - songs that are believed to be the language of the plants, songs unlike anything I 42

The healing ceremonies are led by the Shaman (healer), the community’s spiritual leader, inside the Maloca.

Ancient Wisdom, Modern World

The truth is, in the heart of the Amazon rainforest, there is a world few outsiders have ever seen. A world of incredible beauty and wonder, of lush greenery and exotic wildlife. And it is also a world of people that have lived in harmony with the land for generations. These communities are like something out of a fairy tale.

As I learned about their way of life, traditions, and culture, I can’t help but compare them to the Na’vi people from the Avatar movie.

These communities are fighting to protect their land and way of life from outside forces threatening to destroy them. They have a deep and profound connection to the natural and spiritual world, unlike anything I knew existed. The world that changed me and healed me on so many levels.

My journey to the Amazon rainforest was a powerful lesson of the incredible wisdom and knowledge that can be found in the most unlikely places. We, Westerners, think of ourselves as advanced and superior. But the truth is very much different. Indigenous communities have much to teach us about what it means to be human and the importance of living in harmony with the earth and our own soul. And as we continue to navigate the challenges of the modern world, let’s never forget how in fact fragile we are and how much responsibility we have to create a better future for ourselves and our precious planet.

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