Can Serbia, even in the boldest dreams of its average citizen, hope one day to become like Switzerland? It is a vast and complex question, but it is one worth asking if we are to create a vision and plan concrete steps towards such a future
As tradition dictates, Switzerland will celebrate its National Day around the world, including in Serbia, at the Residence of the Swiss Ambassador in Belgrade. The event will be attended by business representatives connected to Switzerland, among them Alma Quattro, which has operated in Serbia for 31 years and is owned by Zurich‑based APG|SGA, itself marking 125 years of existence this year. A long tradition of business success mirrors the journey of Alma Quattro, which has survived and thrived in an often unpredictable market. Those who endure in such conditions truly write history.
What is it like to do business in Serbia?
In one word: “Gazimestanlike”. While the Swiss value punctuality, predictability and consistency – the very foundations of creating a desirable future – in Serbia these values are often missing. Plans rarely unfold as designed, long‑term planning is difficult in an unpredictable environment, and consistency often manifests only in our ability to adapt and improvise to the breaking point.
We cannot avoid reflecting on the present moment. We live in unstable times, with weakened institutions, a crisis of values, and deepening economic and social uncertainties. Such circumstances exert constant pressure on business, impacting planning, execution, and forecasting. The dominant strategy in such an environment is often avoidance. In the Serbian context, the very concept of “commitment” barely exists. Why do so few want to take on obligations or make long‑term commitments in exchange for better conditions or partnerships? Because there are no reliable mechanisms to guarantee the outcomes of such undertakings.
The crisis we are experiencing – and how we emerge from it – will shape the foundations of a more democratic, orderly and prosperous Serbia. This is a message to the future
Explaining the current state of affairs in Serbia to the average Swiss person is no easy task. Yet the crisis we are experiencing – and how we emerge from it – will shape the foundations of a more democratic, orderly and prosperous Serbia. This is a message to the future.
Can we hope, in our boldest dreams, for a Serbia that preserves its natural wealth – its rivers, forests, water sources and national parks? For a business environment where employers prioritise good practices, employee welfare and community contribution? For an economy where decisions are not dictated by short‑term financial gain, but by conscious, long‑term planning, where investors – large or small, domestic or foreign – commit to projects spanning decades, securing stable revenues while protecting local communities?
This is the broader vision we need if we are to develop a strategy and clear steps towards that future. I imagine a Serbia that is rich in resources, potential and opportunities – a market where every citizen feels at home, with a purpose and a role in building the society we share.
With the hope that one day the average Serbian citizen may carry the concerns of an average Swiss one, I extend my warmest congratulations to our friends and business partners on the occasion of the Swiss National Day and wish them many more years of enjoying the beauty of their remarkable country.