Elevate July 2026 | Air Serbia

Which specific sectors of the economy do you believe will benefit the quickest from this new route? “Direct air connectivity is often the spark that acceler- ates economic collaboration, and we expect several sectors to feel the impact quickly. Technology companies and start-ups will benefit from easier access to Canada’s innovation hubs, while green energy companies and agricultural producers will explore partnerships, attend trade fairs and build long‑term commercial relationships. Tourism, of course, stands to gain immediately, as Canadian travellers now have a seamless route to discover the beauty and generous hospitality of Ser- bia, and vice-versa. “As our good friends at the Embassy of Serbia in Ottawa convince Canadians to travel to Serbia, I am encouraging all in Canada to explore Serbia and the two other countries that we cover from Belgrade, Montenegro and North Macedonia, as authentic, welcoming, and culturally rich places to visit, with warm people and delicious food and drink.“ When you welcome Canadian officials, friends, or family members here, what are the top places you absolutely insist they visit; and which aspects of the Serbian lifestyle or culture have you grown most fond of? “When I welcome Canadians to Serbia - whether col- leagues, friends, or family - I always try to give them a sense of the country’s rich layers: its history, culture, natural beauty and, above all, its people! How can I name just a few of my fa- vourite places? In Belgrade, I insist on starting at Kalemegdan Fortress. From there, a walk along Knez Mihailova Street into the city’s vibrant café and kafana culture is essential to gain a sense of the city’s energy. Losing oneself in the various neigh- bourhoods of the city, each of which has their unique architec- ture and other charms, is a must! Beyond the capital, Novi Sad and its Petrovaradin Fortress are always on my list. I could go on and on naming attractions from Subotica to Vršac, Loznica to Smederevo, Valjevo to Novi Pazar, Vranje up to Bor and Ne- gotin. We could easily fill many editions of this magazine with the treasures of this country to experience! “If I had to highlight what has impressed me most, it would be the Serbian lifestyle and the warmth of its people. There is genuine hospitality here, an openness and generos- ity that make visitors feel welcome immediately. Time spent around a table, sharing food, stories, a good debate and laugh- ter, is clearly something deeply valued. In many ways, what I try to share with Canadians is that Serbia is not only a place to see, but a place to experience.” As a Canadian, what are the top three hidden gems or experiences in Toronto that a first-time visitor absolutely shouldn’t miss if they want to truly catch the vibe of the city? “While Toronto is a large city, its spirit, local neighbour- hoods, multicultural festivals and welcoming spirit will quickly win over the heart of any visitor! To catch an authentic Toron- to vibe, a first-time tourist from Serbia could seek out expe- riences where locals and visitors naturally mix, and take in scenes close to the Lake Ontario waterfront. If I have to short- list three, let them be: 1. Toronto Waterfront stroll – a walk

along the wooden boardwalks at Harbourfront Centre, where you walk east until reaching “Sugar Beach”, a whimsical city park with white sand, bright umbrellas and Muskoka chairs with waterfront views. 2. The St. Lawrence Market – named best food market in Canada by National Geographic. 3. The historic “Distillery District” – a pedestrian only area with a col- lection of 19 th century Victorian industrial buildings, original- ly the Gooderham and Worts Distillery, now a thriving cultural hub with boutiques, cafes and galleries. “Wandering around the Entertainment District, enjoy- ing international cuisine of your choosing, before catching a world-class performance, is how I spend my time in the city, between attending the variety of festivals and sporting match- es. Toronto has professional league hockey and baseball teams, although Serbians would likely be attracted to our basketball team: the Toronto Raptors. I’m sure head coach Darko Rajak- ović would love to see the Serbian flag waving in the stands! If you are not convinced by these attractions, Toronto is also a hub to access the rest of Canada, where you can enjoy the rich- ness that my country has to offer.“

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