Building Bridges at the UK-Western Balkans Commercial Conference & B2B Event
Last week, I had the privilege of attending the UK-Western Balkans Commercial Conference & B2B Event in Belgrade, a milestone gathering organized by the UK Government, UK-Serbian Chamber of Commerce, UK Embassy in Serbia, and the Chamber of Commerce and Industry of Serbia (CCIS). As the only American woman present, I was thrilled to join professionals from the UK, Serbia, Croatia, Austria, and across Europe, all eager to explore opportunities for cross-border collaboration. The event began with an exclusive cocktail reception at the UK Ambassador Edward Ferguson’s residence, where I had the chance to connect with attendees in a warm, informal setting.
The conference was officially opened by President Aleksandar Vučić, who highlighted the strategic importance of strengthening economic ties between the UK and the Western Balkans. His address underscored the potential for collaboration across industries, including renewable energy, digital transformation, and agri-business. Ambassador Ferguson spoke about fostering partnerships that drive sustainable growth, while Marko Čadež, President of CCIS, and Dušan Borovčanin, CEO of Expo 2027, shared insights into Serbia's role as a hub for innovation and its ambitions to showcase the region on a global scale through Expo 2027.
The conference program was rich with discussions and round table talks covering key topics:
Green Energy Solutions: A look at how the region can lead the way in renewable energy projects.
Digital Transformation: Exploring advancements in technology and digital infrastructure to boost regional economies.
Tourism and Hospitality: Highlighting sustainable tourism as a way to preserve cultural heritage while growing the economy.
Agri-Tech Innovations: Focusing on modernizing agricultural practices for sustainability and competitiveness
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One of the highlights of the event was the B2B matchmaking platform, which facilitated over 100 one-on-one meetings. These pre-scheduled sessions allowed attendees to explore potential partnerships in a focused and time-efficient manner. My own meetings sparked exciting conversations about collaborations in marketing, event planning, and digital strategy.
The combination of engaging panel discussions, productive B2B sessions, and casual networking during coffee breaks and the evening dinner made this conference a standout experience. It was an excellent example of how events can blend formal and informal opportunities to create meaningful connections.
Having attended many chamber of commerce events in Bangkok—ranging from British to American and Canadian chambers—it felt refreshing to experience this type of networking in Serbia. This was my first major international business conference here, and it reminded me of the power of building relationships across cultures. Beyond the immediate benefits, such events often serve as a gateway to more opportunities. By connecting with organizers and attendees, I’ve already gained insight into future events in Serbia that I’m excited to explore.
The UK-Western Balkans Commercial Conference & B2B Event was more than just a platform for networking—it was a celebration of collaboration and a testament to the possibilities that arise when regions come together with shared goals. I left the conference inspired by the connections I made and the ideas exchanged, all while looking forward to what’s next for the business landscape in Serbia and the Western Balkans.
For anyone seeking to expand their professional horizons in this region, events like this are invaluable. Stay tuned for more updates as I continue to attend and share my experiences in Serbia’s growing business community.
