Switzerland 2018
NEUTRAL, INNOVATIVE, INTERNATIONAL AT HEART! H.E. STEFAN ESTERMANN
Swiss Ambassador to Croatia
IVICA JAKIĆ
President of the Swiss-Croatian Business Association
SILVA STIPIĆ KOBALI
Director of the Sector for International Relations and EU
02 SWISS FLAG
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The Red Cross was founded in 1863 in Geneva and is still based there. The flag of the Red Cross is the flag of Switzerland with the colours inverted. Switzerland is just one of the two countries in the world with a rectangular flag.
ALWAYS NEUTRAL TO THE END Switzerland has a long and strong tradition of political and military neutrality. However, the country finally opted to join the United Nations in 2002, and the Schengen Agreement in 2005
06 05 NUMBER ONE Zurich is a large Swiss city has been named the number one city in the world for quality of life several times since 2006. It lies on the shores of Lake Zurich in Zurich canton. It is largely a German-speaking city.
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MORE CHOCOLATE THAN ANY OTHER NATION
They eat a record of around 11kg per year. Chocolate is a major Swiss export; with 18 Swiss chocolate companies, Switzerland exported almost 115,500 tonnes of chocolate in 2015. They have also invented techniques like conching and tempering to perfect the art of chocolate making.
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THE DRAGON MOUNTAIN
At 2123m, Pilatus (The Dragon Mountain) has the steepest cogwheel railway in the world, with a maximum gradient of 48% and an average gradient of 35%. From the top of the mountain, 73 mountain peaks can be seen and five different lakes.
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METRO AND OLYMPICS
Lausanne became the smallest city in the world to have its own metro system when it opened in 2008. It is home to many sports organisations' headquarters, including the International Olympic Committee.
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NOT FOR “CHWEITZ�! The country code for Switzerland, typically displayed next to car plates, is CH. It stands for Confoederatio Helvetica, the Latin for Swiss Confederation - a neutral alternative to using the first letters of one of the four official languages.
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MOUNTAINS ARE NOT A MYTH
There are 208 mountain peaks above 3000 metres in Switzerland, including 24 above 4000 metres. The highest of them is Monte Rosa (Dufourspitze) at 4634m, at the boundary of the Valais and the Piedmont (Italy).
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INTERVIEW
NEW OPPORTUNITIES ARE FORTIFYING OLD FRIENDSHIPS
Accession to the EU opened new venues for cooperation between Switzerland and Croatia and made Croatia eligible to apply for the so-called Swiss enlargement contribution. I consider this a very important element for enhancing our bilateral relations
H.E. STEFAN ESTERMANN Swiss Ambassador to Croatia
„T
he relations between our two countries are outstanding“, says H.E. Mr. Stefan Estermann, the Swiss Ambassador to Croatia. Last year, two countries celebrated the 25th anniversary of the establishment of diplomatic relations which was crowned by the official visit of the President of the Swiss Confederation, Federal Councillor Doris Leuthard, in April 2017. But there are many other factors which further fortified the mutual bonds. One of these factors is definitely Croatia's accession to the EU. How did it affect the overall political and economic relations? ― I believe it was a remarkable achievement for Croatia to join the EU. The Union is Switzerland's most important trade and investment partner, and vice-versa - Switzerland is the first ranked partner for the EU. For Swiss companies, it's easier now because they know they can do business in Croatia like in any other EU country.
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There's clearly a new interest in Croatia from the side of our investors. As the economic crisis in Europe is now over, I am confident that the positive effects will now be felt even more strongly. As a new EU member, Croatia has become eligible for the so-called Swiss enlargement contribution. I consider this
THE CONSOLIDATION OF THE STATE FINANCES AND THE REDUCTION OF THE BUDGET DEFICIT ARE SOME OF THE GOOD REASONS TO BELIEVE THAT SWISS INVESTORS WILL APPRECIATE THE OPPORTUNITY TO INVEST IN CROATIA
a very important element for enhancing our bilateral relations. What are the biggest similarities between the two countries, and what experiences could Croatia 'borrow' from Switzerland? ― Both countries can pride themselves in a great degree of diversity within a relatively small geographical space. Both countries are blessed with great treasures of nature: Croatia has the Adriatic Sea, Switzerland has the Alps. Accordingly, tourism is important for both of us. I also know that Croats are usually very punctual – just like we, in Switzerland, are! Besides natural beauty, our only resources are our people, our brains, what we call „grey matter“. We have to invest in them, and we do this by investing in education and research. Small countries can be successful by fostering innovation, and providing high quality innovative goods and services. That is why we support Croatia in the area of education, in particular by reforming the system of
vocational education and training. We are very proud of our Swiss dual system, combining classroom instruction at a vocational school with training on the job as an apprentice in a host company. There are a number of Swiss companies operating in Croatia. What experiences did they have, and what should be done in order for Croatia to fully harmonise its business environment with the European standards? ― There are about 50 Swiss companies active in Croatia, and their experiences are generally very positive. The most important thing for them is the availability of well-trained workforce. Usually they find that Croatian workers and specialists are very dedicated, motivated and have a high degree of work ethic. By the way, practically all Swiss companies here are under Croatian management, including at the top level. They are proud of their Swiss background, but they consider themselves as truly Croatian, not as „foreign“ companies. One of the projects through which Switzerland supports Croatia is funding development of small and medium enterprises. What are the main goals of this support? ― SMEs are generally considered to be the backbone of the Swiss economy. More than 99% of all companies are SMEs (defined as employing less than 250 people), and they provide two thirds of all workplaces. One quarter of the workforce in Switzerland is employed by companies with less than 10 employees! Our main goal of supporting SMEs in Croatia is to support their innovative capacities and enable them to access new markets. A dense and healthy network of SMEs will create jobs and contribute to a
more equal development in Croatia, including the regions that are structurally weaker. After the Republic of Croatia joined the EU, Switzerland did not sign the Protocol on the Free Movement of Persons with Croatia citing the results of the immigration referendum that took place in February 2014. However, the Agreement on the Free Movement of Persons, signed by the EU and Switzerland, has been extended recently to include Croatia. What do you think of these changes and their effect on resolving the overall status of Croatian citizens in Switzerland?
SWISS TOURISTS ARE ATTRACTED TO CROATIA BY THE UNIQUE MIX OF THE GREAT CULTURAL HERITAGE, THE BEACHES AND THE SEA. I WOULD RECOMMEND THEM TO VISIT THE CROATIAN NATIONAL PARKS AND THE LOVELY ZAGREB ― There is a sizeable Croatian community in Switzerland (some 30,000 people, but many more, who are Swiss nationals, have Croatian roots). Their status has never been affected by the referendum of 2014. By coincidence, the referendum did create a delay in signing of the protocol to extend free movement of persons to Croatia, because a solution had to be
found how to implement the results of the referendum in general (regarding the entire EU and all its member States). There is now freedom of movement between our countries since the beginning of last year, which in my view is a very positive development. At the same time, it is important to be aware that Switzerland is a country of immigration, and our population has been growing rapidly over the past two decades. One quarter of our population, some two million persons, are foreign nationals, the majority coming from the EU. Switzerland has shown a remarkably high capacity of integration so far, mainly through the job market. However, it is only normal that we have a domestic political debate on the issue of immigration, just like many other European countries do. Croatia is becoming an increasingly popular destination for the Swiss tourists. Speaking from your own personal experience, what do Swiss like the most on the Croatian coast and what appeals to them the best? ― I believe that Swiss tourists are attracted to the unique mix of the great cultural heritage that can be found virtually everywhere along the coastline, and beach, sun and sea in the more traditional sense. They certainly enjoy the frank hospitality and friendliness that is so typical for Croatia. In all my conversations about Croatia as a tourist destination, I always highlight the fact that the coastline is not the only thing to be discovered and enjoyed. Croatia is full of surprises, and I am a big fan in particular of the Croatian national parks. Last but not least, I believe that the beautiful Zagreb is a true gem and always worth a trip!
EXPERIENCE
THERE ARE ABOUT 50 SWISS COMPANIES ACTIVE IN CROATIA, AND THEIR EXPERIENCES ARE GENERALLY VERY POSITIVE SWITZERLAND 2018
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VISIBLE IMPROVEMENT IN BUSINESS CLIMATE There is a strong sense of progress in the business climate lately, and to that end, we are eagerly expecting the announced new structural reforms
INTERVIEW
IVICA JAKIĆ
President of the Swiss-Croatian Business Association
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he business climate in Croatia has been improving year-onyear despite the difficulties from a few years ago. These difficulties were most evident in opening companies, and obtaining necessary documents and permits - says Ivica Jakić, President of the Swiss-Croatian Business Association. What do Swiss companies in Croatia consider to be the main advantages for doing business here, and what are the most common challenges they face? ― The advantages of doing business in Croatia are the favourable geographic position of the country, and EU and NATO membership which ensures business security and availability of skilled labour. All of this facilitates opening of new companies that contribute to the added value, especially in the IT sector, and manufacturing of finished wood and metals. Therefore, Croatia should not be seen as a country that can produce only certain products on a massive scale. On the other hand, the challenges are still present, starting with legal insecurity, frequent problems with tax institutions, and frequent changes in regulation.
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Legal uncertainty is particularly pronounced at local level and this is the biggest problem; much larger than the relatively expensive labour that is often seen as the biggest obstacle. Various examples corroborate that oftentimes, there is enough support provided at the national level, but not enough at the local. The judiciary is still
THE TOTAL VALUE OF INVESTMENTS IN THE LAST 25 YEARS STANDS AT EUR 706.8 MILLION, WHILE IN THE LAST 2 TO 3 YEARS, A MINUS (THE SO-CALLED DISINVESTMENT) WAS RECORDED sluggishness in terms of making verdicts, and in this regard, we expect new reforms to increase legal certainty. In the financial sense, certain enforcement institutions or rather parafiscal levies should be excluded from the financing chain.
Given that the Association meticulously collects and forwards the information about problems encountered by businesses to the relevant authorities, which areas, would you say, have recorded the greatest progress, and in which more effort should be invested? ― What constitutes progress are also announcements from the Government and the competent institutions that they will start making it easier for businesses. Some things have already been done such as tax reform that has already yielded the first results. More effort should be invested in major structural changes which has not been done so far. Generally speaking, we are taking small steps in the right direction. For instance, obtaining building permits for construction of business facilities is going rather slowly if we compare it to the countries such as Switzerland or Austria. Specifically, if you want to rent a tourist facility in Switzerland, you only need one document. You just need to contact the competent tax authority and they will send you a confirmation that the facility is now yours to rent via e-mail. In Croatia, if you want to rent a tourist facility, you
must obtain eight permits. This means that eight different institutions need to issue you with permits, and you are still not sure whether you will be given all the required documents like, for instance, a water safety certificate. Although it is a common understanding that the water is clean enough to use, here you still have to prove it. The same goes for electricity, test certificates and other permits, which creates a climate of mistrust and obstacles that business people are not always willing to understand, i.e. they often wonder why are such documents needed in Croatia but not in Switzerland. What is the structure of Swiss investments in Croatia and which sectors are the most appealing to investors? So far, a number of well-known, successful Swiss companies have come to Croatia. Can you name some of them and how many employees do they currently have? ― From 1993 to date, Switzerland ranks 11th in terms of investing in Croatia. Switzerland stands out from other countries in terms of the investment structure. The Swiss have not made huge investments that are widely known, like telecommunications and media, but are more prone to making smaller production investments. Geographically speaking, Swiss companies mostly invest in the north-western part of Croatia. Also, there is a growing interest for investing in tourism, wood processing industry, energy and IT. One of the biggest investments is definitely Vetropack Straža which has received several awards as on the biggest and best investments. Then there is Holcim and others.
Together with Germany and Austria, Switzerland has been helping Croatia with the implementation of dual education. What kind of experiences have you had so far and what are the specific ways in which you have been helping? ― First and foremost, I would like to mention the Swiss enlargement contribution to the new EU member states. The programme's budget allocated to Croatia is 45 million francs, and one of the project that is financed is promotion of the socalled vocational education. This does not necessarily mean the implementation of dual education but rather the modernization of current vocational education
ROUGH ESTIMATES HAVE SHOWN THAT SWISS COMPANIES IN CROATIA HAVE AROUND 5,000 EMPLOYEES with the help of 2 million Swiss francs. A high-ranking conference was held in December last year to mark the official start of the project. In any case, Switzerland is willing to help financially, as well as by giving advice and relaying its experiences. Croatia certainly has to determine its own path and development direction in education. Together with Austria and Germany, we have been working on promoting dual education, even though it seems that the awareness of the need for such education is already high enough. We have under-
line out that everything could be done much quicker, especially in terms of the cooperation with the Croatian Chamber of Commerce (CCC). What are your plans in 2018 in terms of promoting the external trade between the two countries? Have you been cooperating with other chambers and business associations in the country, as well as with the state institutions, the CCC and the Croatian Government? ― Our basic task, besides communicating with Swiss companies in Croatia, is trying to organize seminars where we bring reputable business figures and representatives of legislative and executive powers that can help with concrete problems. We are trying to improve the relationship and cooperation between Swiss companies and state administration, i.e. ministries and various agencies, in order for them to implement our requirements regarding better business conditions in the country. We also support the organization of the so-called Swiss Economic Mission in Croatia. In this regard, we expect a business delegation from Switzerland in the near future. The cooperation with the government and institutions is solid, as it is the one with chambers of commerce. There is also an association of three chambers (Switzerland, Austria, Germany) that organizes a high-level conference every year with the participation of the highest officials in Croatia. As chambers we look for and propose certain requirements and our view of how certain problems can be solved. The three chambers work together on improving the cooperation.
INVESTING
SWISS COMPANIES MOSTLY INVEST IN THE NORTH-WESTERN PART OF CROATIA. ALSO, THERE IS A GROWING INTEREST FOR INVESTING IN TOURISM, WOOD PROCESSING INDUSTRY, ENERGY AND IT SWITZERLAND 2018
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SWISS-CROATIAN BUSINESS ASSOCIATION
DEVOTED TO STRENGTHENING BILATERAL ECONOMIC TIES Established 13 years ago, SCBA gathers today about 30 regular and honorary members who are involved in promotion of economic ties between two countries and their businesses. SCBA is also active in protecting interests of its members and organising events which suit their needs
T
he Swiss-Croatian Business Association (SCBA) is a non-profit organisation, established with the aim of promoting bilateral economic relations between Switzerland and Croatia. SCBA has an important role in developing and deepening contacts between businesses of both countries and in promoting and protecting economic interests of Swiss and Croatian companies in relation to state authorities, institutions and other organisations. Among the priorities of the Swiss-Croatian Business Association is also protecting the interests of its members and organising and participating in various events, seminars, conferences, round tables etc. SCBA also co-operates with similar associations. SCBA was founded in 2005 in Zagreb
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and currently numbers around 30 regular and honorary members, including the most important Swiss companies and investors in Croatia. It organises regular events for its members at the association’s head-
THE SWISS BUSINESS LUNCHEONS ASSEMBLES DISTINGUISHED GUEST SPEAKERS FROM CROATIA AND SWITZERLAND AND SCBA MEMBERS AT THE ASSOCIATION’S HEADQUARTERS IN ZAGREB
quarters in Zagreb, the so-called Swiss Business Luncheons. This event, with distinguished guest speakers from Croatia or Switzerland, represents one of the main activities of the association and is organised in close co-operation with the Embassy of Switzerland in Croatia. Its goal is to provide its members with opportunities to meet and get to know notables from the Swiss and Croatian business world. Over the past years, high-ranking state officials from both countries, representatives of various institutions, state and local authorities, and international organisations have all been guests at the event. SCBA holds an assembly session every four years and elects a president, vice-president, a board and a secretary of the association. The current president of the association is Mr Ivica Jakić.
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INTERVIEW
WE APPRECIATE THE SERIOUSNESS OF SWISS INVESTORS
Although Croatian exports to Switzerland are growing, there is a significant room for a bigger economic exchange and a more balanced external trade. The Croatian Chamber of Economy (CCE) intends to actively work on encouraging stronger business ties between Croatian and Swiss companies in accordance with the interests of its members
SILVA STIPIĆ KOBALI
Director of the Sector for International Relations and EU
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wiss investments are very important for Croatia, because they are mainly oriented towards the manufacturing sector, which, in turn, boosts the Croatian economic growth and employment. Additionally, their market presence is a sign that the country is attractive for long-term investments - says Silva Stipić Kobali, Director of the Sector for International Relations and EU. What can Croatian business people and companies learn from their Swiss counterparts and where they differ most (work system, mentality...)? ― Of course there are certain cultural differences between the Swiss and the
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Croats, but we do not consider them to be that significant. What Swiss compa-
WE BELIEVE THAT A FULLFLEDGED ECONOMIC COOPERATION CAN ONLY BE ACHIEVED BY OPENING BORDERS TO CROATIAN COMPANIES FOR CROSSBORDER PROVISION OF SERVICES
nies value is precision, adhering to deadlines and our experience. Before they engage in any contractual relationship, the Swiss companies are well prepared and informed. They will establish a cooperation only if they have previously previously developed and agreed on all segments of a particular project or contract. That is why sometimes it takes patience and time to engage with a potential Swiss partner. On the other hand, if the Swiss decide to invest in a country, they will normally stay there. We consider Switzerland to be a good example of how the state should approach economy, and how at all times, strives to provide support to the internal market
through a number of incentives. On the other hand, Swiss companies get significant support from diplomatic offices and export and investment promotion organizations when entering new markets.
Croatian citizens. We believe that a fullfledged economic cooperation can only be achieved by opening borders to Croatian companies for cross-border provision of services.
How are you satisfied with last year's volume of external trade between Switzerland and Croatia? ― Given that the value of the total external exchange with Switzerland, in the first ten months of 2017, amounted to EUR 271.4 million, there is room for improvement. Although this trade is still characterized by a deficit, relative to the same period in 2016, Croatia's exports did increase by 14.9%, while import from Switzerland went up by 4.1%. The CCE's activities are aimed at further boosting exports, so this year, we are organizing appearances of our companies at the Vitafoods Europe Nutraceutical Supply Chain Fair and at the 45th International Innovation Fair in Geneva. We think that synergy with other stakeholders in internationalization is crucial and we are planning further activities in Switzerland related to the promotion of Croatia through cooperation with the relevant ministries and diplomatic representations.
How do these good economic relations reflect on the cooperation between the chamber systems and more specifically, what do you expect from the implementation of dual education in which Switzerland has been providing professional support to Croatia? ― The Croatian and Swiss chambers of commerce have been founded on different foundations, and therefore their activities are not fully complementary. We would like to mention the cooperation with SGE (Swiss Global Enterprise), and we believe that the Swiss-Croatian Business
Croatia is the second largest trade partner to Switzerland in South East Europe. How successful have the Croatian companies been in entering this demanding market? ― Some Croatian companies and brands such as Podravka, Vegeta, Cedevita, Trenton, Badel and Belje have been present in the Swiss market for a long time. Apart from food products, we export a number of industrial products to Switzerland too, where Croatian companies that are owned or part-owned by Swiss companies, are being involved in the trade. Croatia has achieved a surplus in the exchange of services with Switzerland and in the first three quarters of 2017, Croatia generated EUR 381.8 million in revenue from exporting services to Switzerland. Limited access to the Swiss labour market is one of difficulties when entering the Swiss market. This issue was partly resolved in December 2016 by the ratification of Protocol III extending the Agreement on the Freedom of Movement of Persons between the EU and the Swiss Confederation to include
THE INVOLVEMENT OF THE CROATIAN DIASPORA GIVES AN ADDITIONAL IMPETUS TO CROATIAN COMPANIES FOR THE PLACEMENT OF THEIR PRODUCTS AND SERVICES AND FURTHER INTENSIFICATION OF THE CROATIAN-SWISS ECONOMIC RELATIONS Association, that operates in Croatia, also contributes to stronger ties between the two economies. Cooperation is also being pursued through the Enterprise Europe Newtork, while diplomatic offices of the two countries play an important role in economic initiatives. Last year, we organized business meetings of Croatian and Swiss metal processing companies, which were quite popular among business people. This year, we are planning further activities in accordance with the interests of our members. Switzerland's support is important to us in terms of the implementation of the dual education system, which was articulated at last year's DACH Forum on Dual Vocational Education in Croatia. Dual education in Croatia would enable companies
to become an equal partner to educational institutions, and the biggest challenge relates to increasing the appeal of deficient vocational professions among young people and their parents. Namely, compared to 2008, the number of students enrolled in JMO programmes dropped from about 25,000 to just over 10,000 in 2017. Through its 20 county chambers, the CCE can ensure a quick, easy and financially acceptable involvement in the vocational education system for its members. Switzerland supports Croatia in another important area - environmental protection. How much is Croatia relying on Swiss experience in terms of this issue and what role does the CCE play in that segment of the cooperation? ― Switzerland's experience in environmental protection in Croatia is primarily related to the way in which businesses owned by Swiss corporations operate. A good example of this is the company Vetropack Guard d.d. which implements the postulates of sustainability in production processes inherited from its Swiss owners. The company is currently the leader in the glass recycling process. The CCE supports investments in solutions based on the principles of circular economy and renewable energy sources, such as the project of developing a new geothermal energy utilization technology, which is being developed in Croatia thanks to an investor from Switzerland and a Croatian partner. Such example of joint cooperation, where one country has a natural resource and the other offers technology, along with mutual development of solutions and cooperation between universities in both countries, is certainly a good example of cooperation for other EU member states. Switzerland has a large Croatian diaspora. How big of a role does the diaspora play in boosting the economic ties between the two countries? ― According to the Swiss Statistical Bureau, just under 32,000 Croatian citizens live and work in Switzerland. If we take into account the population of Croatian origin, this number if much higher. Many brands have found their place in Switzerland precisely because of this traditional connection to products from the homeland.
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CORPORATE
THE WORLD OF ROLEX The watch industry is one of the most valuable and most recognizable representatives of the solid Swiss economy. The Reputation Institute has declared the Swiss watch giant, Rolex as the most reputable company in the world for the second consecutive year, thanks to its strong brand image and perception of quality and performance
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One of the most successful luxury brands of today, and an icon in the world of watches, Rolex is truly a special world on its own - respected, admired and known across the globe. Although renowned for its Swiss discretion and known for meticulously keeping the secrets of its empire, we have managed to single out 10 interesting facts that everyone should know about Rolex, with the help of Rolex's longstanding representatives in Croatia and experienced experts, the Mamić family: 1 HANS WILSDORF, FOUNDER OF ROLEX, MADE WRISTWATCHES POPULAR
Hans Wilsdorf was only 24 years old when, in 1905, he founded Rolex (initially called Wilsdorf & Davis). At that time, wristwatches were anything but common. They were mostly worn by women as jewelry because they were not precise enough in measuring time. But Hans Wilsdorf, as a true visionary of
his time, managed to do what seemed impossible. In the era of pocket watches, he found a solution to the problem of lack of precision in the smaller movements and forever changed the perception about wristwatches. 2 ROLEX IS A GREAT INNOVATOR
With over 400 registered patents and numerous inventions, Rolex has set high standards and forever changed the watch industry. Rolex was the very first wristwatch to obtain a chronometer certicate - an official mark of precision. Rolex was also the first waterproof and dustproof wristwatch in the world, the first self-winding mechanism with a Perpetual rotor, the first divers’ watch waterproof to a depth of 100 metres, the first wristwatch to display the date and day of the week spelt out in full in a window on the dial... Rolex’s strength lies in its ability to safeguard its expertise and constantly project itself into the future by producing watches that are both classic and desirable, timeless and contemporary.
3 ROLEX WAS A PART OF MANY IMPORTANT EXPEDITIONS
The founder of Rolex, Hans Wilsdorf, possessed a strong entrepreneurial spirit. He recognized the importance of proving watch quality in various extreme conditions. Rolex was the watch that was worn during the first ever breaking of the sound barrier, the first watch to conquer Mount Everest, the watch that was worn by Sir Malcom Campbell who was the first to reach the speed of 480km/h, and a part of many other accomplishments. Today, Rolex is the favourite watch among business people, entrepreneurs, athletes, artists and scientists. 4 ROLEX IS A FULLY INTEGRATED,
INDEPENDENT MANUFACTURER Rolex independently designs, develops, manufactures, forms and assembles watch components, movements, cases, dials and bracelets in four of its sites, which include a rigorous testing centre, research and develop- ment laboratories, and the foundry where Rolex produces its own gold alloys. Only in this way can Rolex have full control over quality and meet its rigorous standards. 5 COMPANY HEADQUARTERS AND
ENTIRE PRODUCTION IS LOCATED IN SWITZERLAND Rolex watches are, in the full sense of the word, completely "Swiss Made", because the entire research and development, production, assembly and control are carried out in Switzerland. The Rolex headquarters, assembly and final control site, dials and precious stones site, bracelets and cases
The first waterproof watch, Rolex Oyster, 1926
site, foundry and research centre are all located in Geneva, while the fourth factory, which produces movements, is located in Bienne. 6 IT TAKES APPROXIMATELY A
YEAR TO MAKE ONE ROLEX WATCH Although there is no official record of how many Rolex watches are produced annually, it has been estimated that the number stands at around one million. It is interesting to note that, regardless of the company having the state-ofthe-art technology and top experts, it takes about a year to make one Rolex due to a number of procedures, manual work and rigorous quality control of each watch. 7 EVERY ROLEX WATCH IS
ASSEMBLED MANNUALLY Assembly and regulating of the movements, as well as the watch as a whole are carried out entirely by hand, including the gem-setting activities. 8 DURING GENERAL SERVICING
THE WATCH IS COMPLETELY DISASSEMBLED DOWN TO ITS SMALLET PART Rolex pays a great deal of attention to the after-sales service, while being fully aware that their flawless quality is the driving force behind the company's longstanding success. A Rolex should be trusted only to official Rolex service centers, whose experts have the necessary expertise, experience and precision in work, as well as specific tools and parts available only to them. During servicing, the watch is completely disassembled and then re-assembled to the smallest detail. Each part is thor-
oughly cleaned, checked and repaired or changed as needed. The casing and bracelet are carefully polished to give them the original shine, while precision and wa- terproofness are rigorously tested to guarantee the degree of quality and reliability you expect from Rolex. 9 A ROLEX IS A ROLEX, NO MATTER THE MODEL
Each Rolex watch is made with equal amount of care and attention, and it guarantees the same uncompromising quality regardless of the model. This is also validated by the five-year warranty, which comes with every new Rolex. 10 ROLEX IS OWNED BY THE HANS
WILSDORF FOUNDATION Rolex is not owned by shareholders or individuals, but by a non-profit organization. The founder of Rolex, Hans Wilsdorf, had no children, and when his wife passed away, he founded a charity foundation to ensure that Rolex was developing in the right direction, preserving Mr. Wilsdorf’s values, managing the finances and supporting worthy organizations and events of educational, scientific, athletic and artistic value worldwide. As a brand, Rolex has been present in Croatia for 40 years thanks to its partnership with the Mamić family. This long-term cooperation was celebrated with the recent opening of a new retail and service centre located in the prestigious 7 Frane Petrić Street, in downtown Zagreb, where shoppers can get acquainted with the impressive world of Rolex in line with the latest world standards.
Rolex headquarters, Geneva
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Nikica Miloš
ECONOMIC COOPERATION
OUR AIM, OUR ROLE MODEL Non-EU partner in closing the EU gap
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uite surprisingly, or maybe not, one of the key partners in closing the economic gap between Croatia and the rest of the high-positioned EU economies is a non-member - Switzerland. And this extends beyond economy! The official website of the Swiss government shows that there are plenty of ongoing incentives and plans, while some projects have already been implemented.
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TSWISS EXPORTS TO CROATIA HAD BEEN GROWING UP UNTIL 2013, FOLLOWED BY A CONSTANT DECLINE SINCE 2014
Apart from the excellent relations between Switzerland and Croatia, which stem from Switzerland's humanitarian aid and reconstruction activities during and after the conflict in Croatia, our country is Switzerland's second biggest trading partner in south-eastern Europe. Croatia is also popular among the Swiss nationals as a holiday destination. Furthermore, a large Croatian diaspora lives in Switzerland, as do other nations from the former Yugoslavia.
IN THE BEGINNING THERE WAS DIPLOMACY… When Croatia joined the EU on 1st June 2013, the bilateral agreements between Switzerland and the EU were automatically extended to include Croatia, with the exception of the Agreement on the Free Movement of Persons (AFMP). The Swiss Federal Council also decided to extend Switzerland’s contribution to the enlarged EU to include Croatia, and hence allocated a sum of CHF 45 million. This amount was approved by the Swiss Parliament in late 2014. The Federal Council has extended the contribution so that Croatia can receive the same treatment as other ‘new’ member states that have joined the EU after 2004. This contribution is a gesture of Switzerland's solidarity and forms the basis for solid economic and political relations with the new EU member state of Croatia.
…AND THEN, COMMERCE FOLLOWED! Swiss exports to Croatia had been growing up until 2013, followed by a constant decline since 2014, while imports from Croatia have been growing steadily since 2011, thanks to which Croatia has become Switzerland's second biggest trading partner in south-eastern Europe. The value of the external trade between the two countries in 2014 stood at approximately CHF 325 million, which was an 18% hike relative to the previous year. This value had been steadily increasing and in 2017, it amounted to close to CHF 400 million. In 2017, the total value of the Croatian export to Switzerland amounted
SWITZERLAND MAINLY EXPORTS PHARMACEUTICAL PRODUCTS AND MACHINERY TO CROATIA, AND MAINLY IMPORTS MACHINERY AND WOOD PRODUCTS to 0.94 billion kuna, and the import was slightly bigger, 1.078 billion kuna. Switzerland mainly exports pharmaceutical products and machinery to Croatia, and mainly imports machinery and wood products. More than 60 Swiss companies operate in Croatia. The two countries had been cooperating for a number of years via a free-trade agreement between the
European Free Trade Association (EFTA) and Croatia. After Croatia's accession to the EU, most agreements were superseded by Switzerland's bilateral agreements with the EU, since Croatia had to leave EFTA for greener pastures. Croatia – a partner country in Switzerland’s contribution to EU enlargement As mentioned earlier, the Swiss contribution to Croatia amounts to CHF 45 million. On 30th June 2015, Switzerland and Croatia signed the bilateral framework agreement which regulates the implementation of Switzerland’s enlargement contribution to Croatia. The funds had been allocated to the selected projects by May 2017 and all projects must be implemented by mid-December 2024. Switzerland supports 12 projects in Croatia through its EU enlargement contribution Another important aspect is replicating or simply emulating the Swiss innovation model, since this “poor country”, as the Swiss define themselves, is one of the leading countries in startups and innovations, just like Israel. It is important for us, in Croatia to understand that we are not rich as we think, and that we can be a good country for all citizens, rather than be known as country of emigrants, providing that we do our best in startups and innovations. In order to achieve this, top researchers and their teams have been receiving financial support and enjoying good working conditions in Croatian research institutions in order to conduct their research activities. Because of this Croatia remains appealing to scientists with a high potential, and brain drain is hopefully prevented. Switzerland contributes to enhancing the Croatian research system by promoting a new career model for future professors.
PARTNER
SWISS IMPORTS FROM CROATIA HAVE BEEN GROWING STEADILY SINCE 2011, THANKS TO WHICH CROATIA HAS BECOME SWITZERLAND'S SECOND BIGGEST TRADING PARTNER IN SOUTH-EASTERN EUROPE SWITZERLAND 2018
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CORPORATE
THE LARGEST PRIVATELY OWNED CAR DISTRIBUTOR The Emil Frey Group is a family-owned Swiss company, founded in 1924 by the mechanic Emil Frey, with headquarters in Zurich, Switzerland. The company is mainly focused on the automotive business (car wholesale, car retail, car finance as well as car and part logistics) and operates in Switzerland and other European countries. The Group is Europe’s largest privately owned car distributor with more than 600 outlets Headquarters and retail outlet in Kovinska Street, Zagreb
EMIL FREY GROUP The Emil Frey Group has been present in Croatia since October 2013, when they became general distributor for Daimler AG in Croatia, importing and distributing the brands Mercedes Benz, Smart, Evobus and Fuso through the companies Star Import d.o.o. and retail outlet Emil Frey Auto Centar d.o.o. Since February 2014, the Group has also been operating as the general distributor for these brands in Serbia and Montenegro. Further expansion of Daimler activities included Bosnia and other countries in the region. Star Import
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d.o.o. and Emil Frey Auto Centar d.o.o. are based in Zagreb and Rijeka and have established a reliable network of authorized sales and after-sales partners
NETWORK
PARTNER NETWORK COVERS ALL OF THE MAJOR CITIES WITH 9 PARTNERS OPERATING AT 13 LOCATIONS THROUGHOUT CROATIA
for a wide range of Mercedes-Benz and smart models, commercial vehicles and heavy trucks with the goal of achieving the highest level of customer satisfaction. Partner network covers all of the major centres with 9 partners operating at 13 locations throughout Croatia. In the first year of operation, the two companies created 100 new jobs in Croatia which grew to more 230 to date. In 2016, the Emil Frey Group successfully added two more major car brands to its portfolio by becoming general distributor for PSA Group brands Citroen and Peugeot.
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Nikica Miloš
ECONOMY
START ME UP! How the swiss never stop innovating
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hose countries which promptly realize that times are changing are the ones which become and stay leaders. And the countries that fail to recognize changes, lag behind. Switzerland helms the first group together with Israel; i.e. a group of countries that are innovative in a way that Japan used to be back in the day when it was the innovation leader. The only difference is that the Swiss do it quietly.
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POOR LITTLE BOYS AND GIRLS,
THEY MUST INNOVATE
The Swiss economy is one of the best in the world despite the country having scarce natural resources. For instance, Qatar is wealthier than Switzerland, because of oil and gas. The Swiss children are taught at school that their country is small and resource-poor, and that they need to be very diligent and imaginative in
order to have a good living standard. Just like the said Israelis who are taught early on that they live in a small country surrounded by problems. Back in the former Yugoslavia, we were taught that we were a rich and big country, and yet we did not add up to much. Actually, our golden years were the 1960s when we were really poor and recuperating. Now, when Serbia is a small country without resources (and
SWITZERLAND LACKS NATURAL RESOURCES SO IT HAS TO RELY TO THE WITS ALONE
again without a sea access), maybe the time has come to follow in the footsteps of wealthy, innovative countries. The general consensus is that a strong economy is considered the one with low unemployment rate, cash flow, constantly improved products and services, and open market. It would be wrong to think that so many banks in Switzerland had nothing to do with the country’s wealth, but it would also be wrong to claim that the country has it easy because of so many banks. On the contrary, what makes a country wealthy is not only constantly improving the quality of its products and services, but the ability to innovate them too, i.e. to come up with new products and service. This factor in itself facilitates business changes, growth, and competition, or rather it explains why some economies grow tired, and some products and services become obsolete before they finally disappear. So, what is the biggest innovation hub in the world today? Which areas of our economy should we focus on in terms of growth? Let’s examine how the Swiss do it. To start off with, Switzerland became a refuge or gave birth to 47 Nobel Prize laureates which is more Nobel Prize winners per capita than the US, the UK or any Scandinavian country, and that is definitely not a small feat. Maybe it’s the Swiss universities that are to blame. Switzerland has a high-quality educational system, namely outstanding universities which not only teach the next generation, but also inspire them to conduct research and development on their own terms, supporting Swiss entrepreneurship. In 2016, the Swiss federal technology institute, ETH Zurich came fourth in Europe leaving
when working on something. Our goal of being on time has led to one of the most punctual public transportation systems in the world. You could observe those values recently when the Gotthard Base Tunnel opened in Switzerland. It became operational after 17 years of construction on time and on budget as predicted and planned. Punctuality, precision and reliability are key facts of life in Switzerland. That’s probably what has made us such good watchmakers, too."
SWITZERLAND IS TOP IN THE WORLD WHEN IT COMES TO INNOVATION, ACCORDING TO AN INDEX BY THE WIPO FOR THE SIXTH YEAR IN A ROW behind three British universities: Oxford, Cambridge and Imperial College London (and 19th overall) in the Times Higher Education World Reputation Rankings.
GLOBAL INNOVATION INDEX
SAYS IT ALL
The Global Innovation Index ranked Switzerland No. 1 in innovation again last year. Switzerland lacks natural resources so it has to rely on its wits alone. Certain cultural factors add to the equation as well. H.E. Mr. Martin Dahinden, the Swiss Ambassador to the US, sums it up: "Certainly there are some cultural factors. We tend to be very accurate, almost finicky
WIPO GIVES ITS OPINION Switzerland is one of the leaders in innovation, according to the World Intellectual Property Organization (WIPO) index. The Alpine nation came out on top for the sixth consecutive year. The Swiss have the highest ratio of European patent applications per capita. In 2015, Switzerland had 873 patent applications per million inhabitants, followed by the Netherlands with 419 and Sweden with 392. The Exhibition of Inventions in Geneva is an annual event where inventors try to find backers for their products. Switzerland also scored impressively in the WIPO innovation index in terms research links between universities and industry. Also, there are lot of high profile green innovations. Major Swiss companies regularly look to the building sector for environmentally friendly-focused solutions in construction. Furthermore, Switzerland came third in the Global Innovation Index in the sub-category for ‘knowledge intensive employment’. In other words, employees here really know their stuff. Or rather every job is perfectly matched to every employee. It's called HRM, right?
EDUCATION
SWITZERLAND HAS A HIGHQUALITY EDUCATIONAL SYSTEM, NAMELY OUTSTANDING UNIVERSITIES WHICH NOT ONLY TEACH THE NEXT GENERATION, BUT ALSO INSPIRE THEM TO CONDUCT RESEARCH AND DEVELOPMENT SWITZERLAND 2018
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Nikica Miloš
CULTURE
SOBER, NEUTRAL, CONSERVATIVE Maybe graphic design really tells us all
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re you familiar with the fonts called Swiss or Helvetica? Well, as their names reveal, they are from Switzerland. The Swiss culture goes beyond chocolate, cheese with holes, watches or skiing. It is not even the army knife or beer or puctuality. It goes beyond that. What defines Swiss culture? "Punctual as a Swiss watch!" So, accuracy and precision? There are also chocolates, cheeses, blowing into Alpine horns, yodelling, and luxury watches, of course. This is a nation that is not defined by ethnicity, but by abiding by laws and committment to se-
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riousness. They say that when Swiss people go to neighbouring France, they are shocked to see a train has been down for 20 minutes, and that nobody „started a revolution" because of that. Yes, precision is the core of Swiss culture.
MANY OF THE ARTISTS ACTUALLY ORIGINATE FROM SWITZERLAND, AND YOU DON'T EVEN KNOW IT
SHOW ME YOUR FONT, I WILL TELL YOU WHO YOU ARE Maybe it has something to do with the Alps, with the isolation at the top of Europe, and the desire to be left alone, fitting of the slogan "Go away, leave me alone, conquer somebody else". Also, claiming that Switzerland is famous for the aforementioned Swiss and Helvetica fonts is also true. Helvetica and Swiss quickly became very popular. Their use became a hallmark of the International Typographic Style that emerged from the work of
Swiss designers in the 1950s and 1960s, becoming one of the most popular typefaces of the 20th century. Over the years, a wide range of variants have been released in different weights, widths and sizes, as well as matching designs for a range of non-Latin alphabets. And really, they became – international! The International Typographic Style has had a profound influence on graphic design as a part of the modernist movement, impacting many design-related fields including architecture and art. It emphasises cleanness, readability, and objectivity. All typically Swiss!
J EALOUS IN PRESERVING DIFFERENCES The Swiss are incredible: they are so jealous of their autonomy that it should be a major obstacle, but, in all actuality, it is not. For instance, the different laws and rules made by each Canton don't make life easy for Swiss companies but rather turn them into master negotiators in order to succeed. New jobs are created every year, and - remarkably - Switzerland is internationally competitive despite having the highest salaries in Europe. And their democracy is stunning – every decision must be corroborated by double majority – the majority of cantons and majority of voters. Majorisation is excluded. Nothing can be done if someone is dissatisfied, and the Swiss know this well.
INTERNATIONAL SPIRIT MAKES ART Switzerland boosts a thriving arts scene and has a rich heritage of historical and contemporary architecture. Its
THE SWISS SPIRIT IS SEEN IN THEIR FONTS: SWISS AND HELVETICA EMPHASISE CLEANNESS, READABILITY, AND OBJECTIVITY. ALL TYPICALLY SWISS! central position in Europe, its neutrality and shared languages with neighbouring countries, made Switzerland attractive for artists and intellectuals who took refuge from political upheaval in their own country from the 19th century onward. Many of the artists originate from Switzerland, and you don't even know it. There are a number of internationally acclaimed authors with works translated into many languages -
such as Jean-Jacques Rousseau, Jeremias Gottfried Keller, Max Frisch, Friedrich Dürrenmatt, Germaine de Staël, Robert Walser, Alain de Botton, Zoë Jenny and others - though the most famous author is probably Johanna Spyri who wrote the two children's novels Heidi, translated into more than 50 languages. Hermann Hesse found his home in Switzerland, Charlie Chaplin did the same, while Einstein was, along with Borges, really into Switzerland and its spirit. The culture of Switzerland is multi-faceted and age-old traditions thrive here. They don't just celebrate for the sake of tourists; they dwell on keeping ancient folk customs alive, and wear their ethnic dresses with pride, albeit less frequently, and mostly on special occasions. Although they are maybe a bit on the conservative side, take some time to warm up to each other and visitors, and are slow to adapt to new trends, they got a bit bolder over the years in expressing their attitudes.
SLOGAN
MAYBE IT HAS SOMETHING TO DO WITH THE ALPS, WITH THE ISOLATION AT THE TOP OF EUROPE, AND THE DESIRE TO BE LEFT ALONE FITTING OF THE SLOGAN "GO AWAY, LEAVE ME ALONE, CONQUER SOMEBODY ELSE" SWITZERLAND 2018
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SPIRIT
YOUR SPIRIT MAKES YOU SWISS
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lthough the idea of a state that is not national sounds very European and modern, it's not really so. Actually, the number of multi-ethnic states has been declining. They were popular back at the time of powerful empires like Spanish, Russian, Austro-Hungarian and British. After 1848, nationalism, sovereignty
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WE KNOW ALL TOO WELL THAT A COUNTRY THAT MEDDLES LEAST INTO OTHER PEOPLE'S AFFAIRS, SUCCEEDS THE MOST
Switzerland is one of those countries that defies 'modern day' Europe. There is no such thing as an ethnic Swiss. Every Swiss is ethnic and something else at the same time. Switzerland is an idea movements and national revivals exploded. To add fuel to the fire, after World War I, many countries gained independence along ethnic lines. Some composite countries decided to go their separate ways, like Poland and Finland, while some, like Czechoslovakia, Yugoslavia and the USSR, assembled several nations under one roof, so to speak. Sub-
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Nikica Miloš sequently, the latter three disintegrated with the end of the Cold War. Now, shadows are looming over Spain, the UK, Italy and Belgium, more or less. But never over Switzerland. How is that possible? Actually, when they were in war (and that happend quite a few times), it was the war between home countries of the Swiss Germans, Italians and French, never the Germans, French and Italians living in Swiss cantons. They never even argued, let alone went to war against each other. Can you imagine the same thing happening in the Balkans? No! In the countries where the collective national being, languages and religion are firmly construed, it is unrealistic to think that that could happen. Well, at least not until we become Swiss-like.
CONNECTING IDEA We, as in the people living in Vojvodina, like to think of the province as being a „little Switzerland“” and „the connecting idea“”that is not that strong. Switzerland gave birth to many protestant movements (with Jean Calvin and Ulrich Zwingli at helm). However, there are many Catholics living in the country too. Just like the country's official abbreviation CH shows? Does this stand for Chwitzerland? No, the abbreviation stands for Confoederatio Helvetica, which is the country's official name in Latin. This language is used to form the country's name in order to avoid favouring one of the four official languages in Switzerland. The Latin term Confoederatio Helvetica was the basis of the French, Italian and Romansh names for the Swiss Confederation, while, the German term is Schweizerische Ei-
dgenossenschaft, loosely translated as „Swiss Oath Fellowship““ or „Agreement of Swiss Communities“. All of this speaks volumes about the nature of the Swiss people. They are a community. They are an agreement in practice.
THE CRADLE OF EUROPEAN (CON) FEDERALISM Back in 1990, swept by a wave of optimism, the Swiss organized an exhibition called „Switzerland, the Cradle of European Federalism“ in cities all over Yugoslavia probably trying to send a message
JUST LIKE THE NEIGHBOURING AUSTRIA OR BAVARIA, SWITZERLAND IS A COUNTRY THAT IS NOT TOO KEEN ON CHANGES that although nationalism was picking up pace in Yugoslavia, the country could still be organized like Switzerland, with several republic, provinces, cantons and whatnot, joint in a confederation or federation. In the end, and after a lot of damage had already been done, only Bosnia and Herzegovina actually became an amalgamation of republics and cantons in 1995, just like Yugoslavia should have been. This tells us that, since the very beginning, the Swiss
knew what they were doing, i.e. that they should not fix what is not broken.
T HE CRADLE OF EUROPEAN CONSERVATISM Just like the neighbouring Austria or Bavaria, Switzerland is a country that is not too keen on changes. It wasn't that willing to join the UN (it joined only in 2002), it wasn't willing to join the EU, and it is unsure what to do with the people who would love to live in the EU, so, as a result, the country has imposed very strict naturalization laws. Here is one piece of amusing trivia (which might not be amusing to women though) - women in certain Swiss cantons have been allowed to vote only recently, and in some areas, they still gather in town squares to vote. Out of all countries in the world, Switzerland is closest to a direct democracy. If the country's Constitution is to be amended, a referendum needs to take place first. Actually, if you want to change any laws in Switzerland, you can ask for a referendum. Through referendums, the citizens can change any laws passed by Bundeshaus, and through various civil initiatives they can amend the Federal Constitution which is what makes Switzerland a direct democracy. Aside from having its guards in the Vatican, the Swiss foreign policy is considered neutral, namely the country will not get involved in conflicts between different states or in their internal affairs. Switzerland's neutrality was confirmed at the Congress of Vienna in 1815, and to this day, this neutrality is internationally recognized. We know all too well that a country that meddles least into other people's affairs, succeeds the most.
DEMOCRACY
OUT OF ALL COUNTRIES IN THE WORLD, SWITZERLAND IS CLOSEST TO DIRECT DEMOCRACY. IF THE COUNTRY'S CONSTITUTION OR LAWS ARE TO BE AMENDED, A REFERENDUM NEEDS TO TAKE PLACE FIRST SWITZERLAND 2018
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Nikica Miloš
TOURISM
WHO CARES THAT SWITZERLAND DOESN'T HAVE A SEA? Actually, there is an old Serbian proverb that goes: „Who cares that Hungary doesn't have a sea?“ which is somewhat untrue becuse Hungary did have access to the sea up until 1918, unlike Switzerland which never did. However, that did not stop the Swiss from becoming a tourist superpower
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The Alpine Club in London was founded in 1857. Recovery in the Alpine climate, in particular from Tuberculosis, was another important branch of tourism in the 19th and early 20th century, especially in Davos, GraubĂźnden. Since the Bernese Alps were very popular with British mountaineers, the Bernese Oberland was long
THE WEST GOT TO KNOW SWITZERLAND PRETTY WELL, IT'S NOW EVERYBODY ELSE'S TURN known as a tourist destination. Meiringen's Reichenbach Falls achieved literary fame as the site of the fictional death of Sir Arthur Conan Doyle's Sherlock Holmes (1893). You can only imagine what happened with Reichenback after that, and how many British tourists visited it, travelling by train resembling the very Orient Express in which the murder took place, carrying huge suitcases, sitting patiently for days in private dining rooms, and sleeping in comfortable train cars just to
HISTORY BELONGS TO BRITISH, AS ALWAYS
It's all about the brand, and a little bit about organization, but mostly about the British. At least that's how it was in the 19th century. The British did it first just like in many other countries around the world. It all started with a railroad too, on a somewhat grander scale. The tourism in Switzerland begins with British mountaineers climbing the main peaks of the Bernese Alps in the early 19th century (Jungfrau 1811, Finsteraarhorn 1812). We should also not forget the romantic era, promoted by Byron and Shelley, his Mary and their Frankenstein.
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reach the breathtakingly beautiful mountains. Thomas Cook and Lunn Travel were the first travel agents to offer holidaying in Switzerland in the 19th century.
HERE AND NOW
So, what is the current situation like? Apart from pretty towns, skiing, mountains and the countryside, what else Switzerland has on offer? It is interesting to note that the number of visitors from Europe has been declining. In relation to 2007, there were 40% fewer Germans, 28% Britons, 41% Dutch, 24% Russians, and 11% fewer French tourists this year. Is the strong Swiss Franc to blame? Of course it is. The sanctions towards Russia? Of course they are. The global economic crisis? Defi-
NUMBERS
THE WORLD ECONOMIC FORUM (WEF) RANKED SWITZERLAND 6TH IN ITS ANNUAL REPORT ON TOURISM COMPETITIVENESS 28
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nitely! But let's have a peak at another list – there were 401% more Chinese tourists, 81% more Indians, 105% South Koreans, 7% Americans, 134% Thai, 151% Hong Kongers, 160% Taiwanese, 125% Singa-
THE CLICHÉ OF A STABLE, IDYLLIC AND BEAUTIFUL COUNTRY STILL REMAINS, WHILE VISITING SWITZERLAND IS ON THE BUCKET LIST FOR MANY PEOPLE
poreans, 45% Brazilians, and 250% more Indonesians coming to Switzerland. The world is now focusing on Asia and Third World countries, and whoever manages to attract tourists from these countries wins in the long run. One thing is for sure – the declining numbers have nothing to do with Switzerland's image. The cliché of a stable, idyllic and beautiful country still remains, and visiting Switzerland is on the bucket list for many people. Swissinfo.ch claims that Simon Anholt, tourism consultant to various governments, has developed a system that measures national reputation. He confirms that the Swiss reputation is still excellent worldwide with the country occupying the respectable
8th place in the global country ranking in the last decade or so. Such rankings are a weak consolation for Swiss hotel owners and winter resorts. Although tourism numbers are rising worldwide, Switzerland is struggling to attract the masses. According to the UN World Tourism Organization (UNWTO), the number of visitors from abroad stagnated in the period 2013-2015, while income fell by 7%. Another, albeit minimal, decline followed in 2016. In addition, the winter sports resorts were plagued by the unstable weather last season. The World Economic Forum (WEF) ranked Switzerland 6th in its annual report on tourism competitiveness.
WHERE TO GO AFTER ALL? Still, we should not forget that Switzerland is “almost perfect”. This is the country where the stuffs of our dreams
THE WORLD ECONOMIC FORUM (WEF) RANKED SWITZERLAND 6TH IN ITS ANNUAL REPORT ON TOURISM COMPETITIVENESS
are made of. This is the country that we watched on TV as children. Remember Heidi? James Bond battled villains while skiing in Saint Moritz. The Alps make two thirds of the Swiss territory, and you’ll see for yourself that this country has one of the most beautiful countrysides in the world, especially if you take a mountain train. Skiing, mountaineering and hiking are a must. The Swiss towns might be considered expensive compared to the picturesque Portuguese towns, but they definitely bring back that familiar feeling of ease from your childhood. The West got to know Switzerland pretty well, it's now everybody else's turn.
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WE SHARE THE SAME VALUES
We are continually promoting Swiss culture, tradition, customs, multiculturalism and tourism. Since both countries have always been multicultural communities we understand each others
INTERVIEW
MARIA KOMIN
President of Schweizer Klub in Kroatien
S
chweizer Klub in Kroatien was founded 14 years ago. In the meantime, as the institutional framework changed, the number of the Klub's members has been constantly growing, and today, it stands at 164 – says Marija Komin, President of Schweizer Klub in Kroatien. What does the Swissness concept mean to you? ― For me, the Swissness concept means living Switzerland and everything related to Switzerland, whether you live in Switzerland or somewhere else in the world and getting to know my environment that I am living in now. I would like to underline that every year, for the last seven years, we have been assisting in organizing and realizing the Swiss Diplomatic Event, which is hosted by the Swiss Embassy in the Republic of Croatia, by providing Swiss delicacies (like Schweizer Kalbsbratwurst etc). Additionally, on 1st August each year, we celebrate the Swiss National Day, again with a serving of the traditional Swiss specialties. The association members, the Swiss Embassy in Croatia, the Swiss nationals living in Croatia and our Croat friends are our regular guests. We also participate in mushroom picking in Stubaki, which is a tourist event organized by the Tourist Board of Stubičke Toplice where our association has the seat.
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What is your role in promoting Swiss interests in Croatia? ― Switzerland, just like Croatia, has always been a multicultural community comprised of different nations, so it is only natural that we promote Swiss culture, tradition, customs, multiculturalism and tourism. However, any segment of life that, at certain point, provides an added value or different meaning can be an attraction or a value that we can share with the Croats. How do Swiss nationals in Croatia maintain and foster their links to their native country?
EACH MEMBER OF OUR ASSOCIATION, EVERY SWISS MAN OR WOMAN IN CROATIA, SEEKS TO BRING SWISS CULTURE AND VALUES CLOSER TO THE PEOPLE OF CROATIA ― Promoting Switzerland is one of our main tasks. Our projects include almost all members of our association, but also our friends Croats. By organizing trips across the Republic of Croatia, we have an opportunity to visit various economic, cultural and artistic organizations, and local governments. Through personally meeting with their representatives, we establish contacts and represent ourselves, our association and Switzerland.
Of course, we would like to mention our official website www.ch-hr-drustvo.hr that we have created with the help of our donor, glass factory Vetropack Straža in Hum na Sutli (Swiss owned). On our website, we present all our projects and events, both in writing and through images. On what occasions do you usually work with the Swiss Embassy in Zagreb and the Organization of the Swiss Abroad (ASO) in Bern (Auslandschweizer-Organization)? ― We are a small community, and we are frequently in contact with each other at regular monthly gatherings. Last year, for the first time ever, our association was honoured to be chosen to organize a Swiss diaspora meeting, attended by the representatives of Swiss associations from certain EU Member States, the Swiss Consul General Thomas Wagner in Vienna, the Swiss ambassadors in Vienna and Zagreb, Mr. Christoph Bubb and Mr. Stefan Estermann respectively, Director of ASO, Mrs. Sarah Mastantuoni from Bern, and Delegate for Relations with the Swiss Abroad, Mr. Peter Zimmerli from Bern. What things from Switzerland do you miss the most in Croatia, and what would you like to take with you from Croatia when you go back home? ― I miss my children and my grandchildren, who live in Switzerland, the most. When I get homesick, I drive to Switzerland which is not that far away. I would like to take the sea and the Croatian climate with me home, to Switzerland.
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