Building Europe Together
A message to our readers from H. E. Charlotte Semmelin, Ambassador of Sweden to Serbia, on the occasion of Sweden’s National DayEDITORIALH. E. Charlotte SemmelinAmbassador of Sweden to the Republic of SerbiaIn. . .
A message to our readers from H. E. Charlotte Semmelin, Ambassador of Sweden to Serbia, on the occasion of Sweden’s National DayEDITORIALH. E. Charlotte SemmelinAmbassador of Sweden to the Republic of SerbiaIn a year when we celebrate Sweden’s National Day, we are once again reminded of how deep, dynamic, and meaningful the ties between Sweden and Serbia have become. What was once a relationship grounded primarily in exchange and mutual understanding has grown into a strong bridge of cooperation — institutional, economic, cultural, and human. For more than two decades, Sweden has remained a consistent partner to Serbia, supporting its European path through reforms, institutional strengthening, and efforts to improve the quality of life for citizens. The greatest asset in Serbia is its peopleThis is why Sweden’s National Day in Belgrade is more than a celebration. It is a moment that reveals how concrete our cooperation has become, and how values such as innovation, sustainability, equality, and responsibility flow from Swedish society into joint projects, companies, and initiatives in Serbia. The business community holds a particularly important place in this story. Today, around 150 Swedish or Sweden‑related companies operate in Serbia, creating high‑quality jobs, introducing advanced technologies, and setting standards that elevate entire sectors. Among them are 17 companies that made a special contribution to this year’s celebration: AstraZeneca, Ericsson, Sandvik, IKEA, Securitas, Absolut Vodka, Lindex, EuroCons Group, Nordic Bridge Capital, Volvo Centar, Volvo Trucks, Medicon, Systemair, and Epiroc. Their presence is not only economic — it is a symbol of trust, long‑term partnership, and a shared vision. Sweden firmly and consistently supports Serbia’s European perspective. This support is not merely political; it is rooted in the belief that European integration brings stability, predictability, and sustainable growth. Reforms are not a formality — they are an investment in a society that strives to be competitive, just and resilient. Serbia’s recent entry into the SEPA system is already transforming the daily lives of citizens and businesses, demonstrating how European integration delivers tangible benefits. The strongest connection between Sweden and Serbia continues to be the people — especially the vibrant Serbian diaspora in Sweden, whose presence has shaped lasting cultural and social ties between our two countries. Their contribution, both to Swedish society and to the relationship we celebrate today, remains one of the most meaningful links in our partnership. During my travels across Serbia — from Subotica to Preševo, from Loznica to Bor — I have encountered another dimension of this connection. Meetinglocal communities, entrepreneurs, artists, innovators, and representatives of civil societies has shown me a country rich in talent, creativity, and resilience. Everywhere I went, I met people whose energy and dedication reaffirmed that the greatest asset in Serbia is its people. No wonder the Swedish businesses continue to find inspiration and new opportunities here. This year’s celebration is therefore more than an event. It is a space for meeting, exchanging ideas, and opening new possibilities. In a time of global challenges, when the international order faces significant pressures, cooperation built on trust, shared values, and long‑term vision becomes more important than ever. Sweden and Serbia share that vision — a vision of a stable, prosperous, and European future.