The inaugural event of the Adria Circle series, hosted by The Region magazine has gathered representatives of companies for an evening of open dialogue and regional connection.
In her opening remarks, Ana Novčić, Editor-in-Chief of The Region, set the tone:
“The Region was created to bring together what had long remained fragmented — to offer a unified platform that captures the business, innovation, ideas and shifts shaping all seven markets of the Adria region. Tonight is not about protocol, but about conversation — open, sincere, and perhaps the kind that leads to something new.”
Three prominent guest speakers then offered their perspectives — from the European Union, Switzerland, and the United States.
Sanja Ivanić, Secretary General of the Council of European Business Associations and Chambers (CEBAC):
“Collaboration with the Adria region only makes full sense when Serbia becomes a member of the European Union. The moment that happens, customs barriers, labour mobility issues, and trade complications vanish. But alongside EU integration, we also need to strengthen domestic companies. Without strong local businesses, there is no long-term growth.”
She encouraged guests to use the opportunity to connect, exchange, and support the region’s shared economic future.
Ana Grujović, Executive Director of the Swiss-Serbian Chamber of Commerce:
“Switzerland is a global leader in innovation — and we believe that applying innovative solutions across the region can strengthen competitiveness, sustainability, and digital transformation. This goes hand in hand with supporting regional startup ecosystems, digital skills, and a knowledge-based economy.”
She also highlighted the need for liberalised regional markets and freer movement of goods, services, and people as essential for attracting long-term investment from Swiss and international companies.
Vera Nikolić Dimić, Executive Director of AmCham Serbia:
“American and domestic companies currently rate Serbia’s business environment a 3+ out of 5. The main concerns remain corruption and inconsistent rule of law — but the outlook is stable. Most companies are planning growth. And from an investor’s perspective, Serbia is more attractive when seen not as a 7-million-person market — but as part of a 30-million-person regional space.”
She also announced a joint investment conference, organised by American chambers of commerce across Southeastern Europe, aimed at strengthening regional business ties.
Held at the Riddle Bar at the Crowne Plaza Hotel in Belgrade, this first Adria Circle event marks the beginning of a new series of The Region’s signature business gatherings — to be held across the capitals of the Adria region. The goal: to foster connection, conversation, and collaboration beyond borders.
“These are exactly the kinds of topics we’re here to open tonight — to exchange ideas, build new bridges, and create something together,” Novčić concluded.
The event was supported by Carlsberg, Marushka, Riddle Bar, and the Crowne Plaza Hotel.
