RUDI CLAUSEN, NORWEGIAN BUSINESSMAN: “DO NOT WAIT UNTIL EVERYONE ELSE DISCOVERS SERBIA!"

From December 2025, when the first forum was held, to September this year, the number of prominent Norwegian businesspeople already doing business or interested in doing business in Serbia has doubled. That is why we moved beyond the premises of the Embassy of the Republic of Serbia and into the large - and, on this occasion, packed - ballroom of Hotel Continental.

Dragan Jovanov, moderator and principal manager of the event organised by the Embassy of the Republic of Serbia, with the support of all his colleagues, successfully brought together Norwegian corporations ready to invest in our country and some of Serbia’s strongest success stories - Air Serbia, the most successful airline in the region, and the international business opportunities offered by EXPO 2027 Belgrade.

The Embassy also succeeded in conveying to its Norwegian guests that certain “X factor” which, when business conditions are otherwise comparable, can make Serbia the preferred choice – traditional bread and salt, live traditional music, and a blend of heritage and modern technology through the presentation of Serbia’s world and European heritage via the Virtual Museum of Serbia, prepared by the Office for Public and Cultural Diplomacy.

Serbia presented itself as a country that does not wait for opportunities for innovation and investment, but creates them.

The business bridge was further strengthened by the presence of members of the Cabinet of the Minister without Portfolio responsible for the diaspora. Our diaspora, whose representatives were also welcomed at the forum, is itself a bridge between Serbia and Norway, built on deep mutual understanding and cultural ties.

Ambassador Dr Jasmina Mitrović Marić welcomed the participants and highlighted the importance of further strengthening economic ties between the two countries, presenting Serbia to the Norwegian business community as a modern, open and promising partner offering more than a business opportunity – a new experience shaped by friendship and a warm welcome.

Jelena Parezanović, Director of the Marketing Sector at EXPO 2027 Belgrade, presented EXPO 2027 as a platform for investment, tourism, international partnerships and greater global visibility for Serbia. The importance of strong connectivity for business, tourism and investment was also highlighted by Željko Stojčić, Head of Trade, Corporate and Charter Sales at Air Serbia, who spoke about the role of the national airline in strengthening ties between Serbia and Norway. Exclusively for this occasion, Željko announced a new Belgrade–Tromsø route, which will become operational in December 2027.

The Norwegian side brought concrete experience to the forum. Participants included representatives of AVINOR, Oslo Handelskammer, Norsk Industri, Odda Digital Systems and others. The panel speakers included Anne Woie, Head of Economic Development and Foreign Affairs at Stavanger Business Region; Rudi Clausen, co-founder of FOMO and the Norway-Serbia Bridge Alliance; and Bjarne Uldal, Chief Innovation Officer at Nordic Edge, who presented opportunities for cooperation in the fields of energy, smart cities, sustainable development and innovative urban solutions.

We also heard about the experience of Zaptec, a company operating in Serbia – from its initial contacts and participation in a delegation visit to the establishment of a partnership and new opportunities for growth.

The forum continued with informal discussions and networking among participants, with a clear message: the conversation in Oslo has only just begun. Serbia and Norway have different strengths, experiences and markets – and it is precisely by bringing them together that new opportunities emerge for investment, technology, innovation and business. With EXPO 2027 on the horizon, that potential now seems greater than ever.