From shifting geopolitical conditions to digital acceleration and workforce gaps, companies across the Adria region are facing a whirlwind of change. To explore what will define success in this landscape, The Region brings together six prominent leaders from different sectors and countries. Their insights highlight shared challenges, emerging opportunities, and strategic advice for navigating 2025 and beyond.
NINA DRAKIĆ
President
Chamber of Economy of Montenegro
Expertise: Economic policy, institutional cooperation, private sector development
Approach: “Continuous cooperation and joint action are essential for creating a stable, predictable business environment that attracts investment and enables sustainable development.”
ANŽE DROLJC
Director of Business Development
Better Care
Slovenia
Expertise: Healthcare IT, product strategy, digital transformation in health
Approach: “Success in Adria depends on open technology, collaboration, and agility—interoperability and digital innovation are essential for long-term growth.”
RAFAELA RICA
Founder
Iceberg Communication
Albania
Expertise: Marketing, communications, women entrepreneurship
Approach: “Companies must innovate with purpose, lead with values, and integrate sustainability at the core of their regional growth.”
GORAN STEVANOVIĆ
Partner
SC Ventures
Expertise: Scaling startups, strategy coaching, enterprise sales
Approach: “Building great companies starts with building great teams—and helping them perform without losing the joy in what they do.”
TATJANA SKOKO
Sr. Consulting Solution Area
Microsoft CEMA HQ Croatia
Expertise: Digital transformation, cloud strategy, enterprise tech consulting
Approach: “I always begin with a deep understanding of context, then build flexible, results-oriented strategies grounded in real- world execution.”
JELENA MIKIĆ
Director and Partner Represent Academy
Serbia
Expertise: Strategic, corporate, and crisis communications; consulting in energy and development programs
Approach: „Following trends, learning new skills, understanding new technologies, experiment with innovative approaches and above all, focusing on the people.“
NINA DRAKIĆ, President, Chamber of Econom of Montenegro
Expertise and Approach… ▼
Expertise: Economic policy, institutional cooperation, private sector development
Approach: “Continuous cooperation and joint action are essential for creating a stable, predictable business environment that attracts investment and enables sustainable development.”
ANŽE DROLJC, Director of Business Development, Better Care, Slovenia
Expertise and Approach… ▼
Expertise: Economic policy, institutional cooperation, private sector development
Approach: “Continuous cooperation and joint action are essential for creating a stable, predictable business environment that attracts investment and enables sustainable development.”
RAFAELA RICA, Founder, Iceberg Communication, Albania
Expertise and Approach… ▼
Expertise: Economic policy, institutional cooperation, private sector development
Approach: “Continuous cooperation and joint action are essential for creating a stable, predictable business environment that attracts investment and enables sustainable development.”
GORAN STEVANOVIĆ, Partner, SC Ventures
Expertise and Approach… ▼
Expertise: Economic policy, institutional cooperation, private sector development
Approach: “Continuous cooperation and joint action are essential for creating a stable, predictable business environment that attracts investment and enables sustainable development.”
TATJANA SKOKO, Sr. Consulting Solution Area, Microsoft CEMA HQ, Croatia
Expertise and Approach… ▼
Expertise: Economic policy, institutional cooperation, private sector development
Approach: “Continuous cooperation and joint action are essential for creating a stable, predictable business environment that attracts investment and enables sustainable development.”
JELENA MIKIĆ, Director and Partner at Represent Academy
Expertise and Approach… ▼
Expertise: Economic policy, institutional cooperation, private sector development
Approach: “Continuous cooperation and joint action are essential for creating a stable, predictable business environment that attracts investment and enables sustainable development.”
Q1: What are the biggest challenges that companies in the Adria region are currently facing?
NINA DRAKIĆ: The biggest challenge is the shortage of skilled talent across almost every sector. Added to this are slow digitalisation, global geopolitical shifts, and supply chain disruptions—together these hinder competitiveness. That’s why political and economic stability is essential for long-term growth.
ANŽE DROLJC: Companies are dealing with economic uncertainty, regulatory shifts, and the need for digital transformation. Fragmented IT systems block data-driven decisions, and the competition for tech and healthcare talent is intense.
GORAN STEVANOVIĆ: Startups often focus too much on tech and not enough on solving real problems. The shortage of skilled salespeople adds to the difficulty of scaling regionally—cross-border growth is still the toughest barrier.
RAFAELA RICA: Geopolitics, supply chain instability, a persistent talent gap, and the financial effects of broader European crises are key issues. Climate change is another growing concern. Interestingly, digitalisation is both a challenge and a growth opportunity.
TATJANA SKOKO: Legacy systems, low digital skill levels, and pressure to modernise are challenges—but also opportunities. Companies must embrace digitalisation and sustainability to stay resilient amid regulatory demands and shifting consumer expectations.
JELENA MIKIĆ: Companies in the Adria region face several challenges, including labor shortages—particularly in the construction and tech sectors, as well as in the implementation of AI. Inflation and supply chain issues complicate cost management, and the requirement to implement environmental standards (such as ESG) poses additional challenges.
Q2: Which industries in the Adria region are expected to have the greatest growth potential in the next five years, and why?
NINA DRAKIĆ: Construction is booming thanks to investments in infrastructure, energy, and tourism. IT and green energy will also grow due to rising demand for digital solutions and sustainability. Tourism will expand in select regional markets.
ANŽE DROLJC: Healthcare technology and digital health services are gaining momentum, as people demand more personalised care. Defence and energy will also grow, driven by geopolitical shifts and innovation.
GORAN STEVANOVIĆ: The magic lies in applying AI to traditional industries—construction, agriculture, logistics. It’s not about new vs old, but how well they integrate.
RAFAELA RICA: Digital economy, fintech, tourism, and energy are poised for growth. Investors should focus on tech-driven finance, digital consumer services, sustainable energy, and innovation in tourism.
TATJANA SKOKO: Tech is clearly leading. Infobip, Rimac, and Outfit7 are proof that local innovation can go global. Fintech, AI, cybersecurity, and cloud are key growth areas, driven by strong talent and rising investment interest.
JELENA MIKIĆ: The technology sector is expected to experience significant growth in the Adria region, driven by digital transformation, increased venture capital support, and innovations in AI. Additionally, due to high demand, the infrastructure and construction industries show promise. Investments in green energy are accelerating, while tourism continues to thrive thanks to the region’s natural beauty and rich cultural heritage.
Q3: How should companies adapt their business strategies for 2025 and beyond?
NINA DRAKIĆ: Success will go to those who adapt quickly to consumer demands, regulation, and global trends. Investing in people and innovation will be vital.
ANŽE DROLJC: Healthcare companies need modular, AI-ready systems with unified data records. All companies must adopt AI, automation, and strong cybersecurity—sustainability will be a competitive edge, not just a compliance box.
GORAN STEVANOVIĆ: Stick to real problems. Financial efficiency now matters more than ever—overfunded, unprofitable growth is no longer tolerated.
RAFAELA RICA: Large companies should focus on innovation, while smaller ones must embrace digital tools to stay competitive. Agility, data-driven strategies, and adaptability are key.
TATJANA SKOKO: Digitalisation, AI, and cloud must become part of core operations. Agility and cybersecurity will define survival. And those who don’t become data-driven will fall behind.
JELENA MIKIĆ: To adapt for 2025 and beyond, companies in the Adriatic region should focus on several key strategies: leveraging AI to improve efficiency and enhance customer engagement, prioritising digital transformation to optimise operations, embracing ESG and other environmental standards to build reputation and strengthen relationships, and developing strong leadership and communication skills to enhance adaptability.
Q4: What are your key business priorities for the next two years?
NINA DRAKIĆ: Despite global uncertainty, companies will prioritise workforce development, digitalisation, and cost-optimisation through technology.
ANŽE DROLJC: Better will focus on scaling its digital health platform and medication safety tools while improving user experience and enabling faster service creation with low-code tools.
GORAN STEVANOVIĆ: Same as always—supporting top founders to achieve product-market fit, scale internationally, or successfully raise funds.
RAFAELA RICA: We’ll focus on sustainability, adapting to workforce changes, and accelerating digitalisation to enhance both efficiency and customer experience.
TATJANA SKOKO: We’re helping businesses embrace AI, build secure systems, upskill talent, and meet sustainability goals using technology.
JELENA MIKIĆ: In the next two years, key business priorities in the Adriatic region should include digital
transformation, AI implementation, investments in renewable energy, workforce
development, and fostering regional collaboration to drive growth and resilience.
Q5: What advice would you give to companies struggling with expanding their business in the region?
NINA DRAKIĆ: Success depends on thorough preparation—understand local regulations, consumer behavior, and build strong local partnerships. Avoid copy-pasting strategies between countries.
ANŽE DROLJC: Expansion requires local presence and partnerships. Focus on digital resilience, smart data use, and platform openness to unlock growth.
GORAN STEVANOVIĆ: Stop treating the region as the final goal. Use it to test, refine, and prepare for global scaling. It’s small but rich in learning.
RAFAELA RICA: Many underestimate the complexity of local markets. Tailor your strategy, hire local talent, and integrate sustainability from day one.
TATJANA SKOKO: Each country in the region is different. Cultural awareness and legal understanding are vital. Invest time in market knowledge, local alliances, and long-term thinking.
JELENA MIKIĆ: The Adria region is home to remarkably creative individuals, and I believe in this “super skill”
to continue overcoming challenges like tight budgets, deadlines, and limited resources.
Companies should leverage regional cooperation, focus on innovation and sustainability,
and explore underutilised sectors such as technology, renewable energy, and logistics.
Where is Adria Headed?
Despite global uncertainty, the Adria region is brimming with opportunity. What unites successful companies across borders is their willingness to adapt, invest in people, embrace technology, and act sustainably.
Key Takeaways:
• Digitalisation is no longer optional—AI, cloud, and automation will define competitive advantage.
• Human capital is the battleground—retaining talent and upskilling will determine who thrives.
• Sustainability matters—both for compliance and consumer trust.
• Think regional, act local—understand specific markets, adapt your strategy, and build smart partnerships.
What’s Next?
Companies that integrate agility, digital innovation, and cultural intelligence will not only survive—they’ll shape the future of business in Adria.
Join the conversation:
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