1.Mr Adamović, where were you born and educated?

I was born in Belgrade, which is where I grew up and where I was educated, from elementary school up until I finished the university. During my professional development, I obtained knowledge which helped me in my career and I think that young people in our country need additional professional improvement in addition to regular education, which is something that I aspire to as well. As a student, I started working for small companies, and this is something that I recommend to everyone, since it is a great foundation for life. After working in private sector, then in the Automobile and Motorcycle Association of Serbia and its insurance company, and then at the Ministry of Finance, as well as member of the steering committee of the Dunav Osiguranje insurance company, my career developed further and brought me to the Public enterprise for the development of mountain tourism “Stara Planina”.

2.What were your expectations when you became the head of the Public enterprise for the development of mountain tourism and were they any different from the actual state which you encountered at the company, and to which extent?

When you become the head of a company, you are bound to come across something that your predecessors did differently in comparison to the way you would have done it. Did I have high expectations? I could say that I did not, because this public enterprise had been through several phases when it comes to its business structure, as well as its strategy which had been changing year after year. Right now, I am trying to satisfy the employees and motivate them to set goals to achieve even more than they have achieved the previous day when they leave work. I aspire to get good results in every segment and to end up with a profit, which is important for the future of every company, as well as to cultivate good team work which certainly affects the business.

3.Exactly one year ago, the foreign partner left Stara Planina and the hotel, after which PE “Stara Planina” completely took over the managing rights and the successful leadership. What kind of activities do you plan on implementing this year?

This year’s plans have already been strategically laid out and they are very ambitious, but that is the only way for us to go at this moment. In the long run, the most serious, but also the biggest plan is to build another hotel and the development of astrategy for construction will begin this year. Thegreat interest in our hotel leads us to the conclusion that the need for an extension of our capacities is undeniable. A hotel cannot be built in a year, but it is likely that the tourists will soon have another accommodation unit at their disposal. Taking the current plan, which is in its final stage, into account, we believe that the construction of an adventure park and a multifunctional sports hall will begin this year. When these two projects are completed, Stara Planina will become a new sports center in our country, where our top athletes will prepare for competitions. Another important matter is finishing the construction of the ski house, initiated by the Ski Association of Serbia, because Stara Planina is the second most popular ski center in our country, which also has a great potential abroad. I would like to point out that one of the top 30 alpine skiing competitors is Nevena Ignjatović, and it is therefore important to have her preparations, as well as the preparations of other competitors, take place here on our mountains, and to attract numerous competitors from other countries. In this way, we will develop the mountain tourism, and put all snow sports on a higher level.

The collective that is currently working here should improve everything it can. What does this mean? Our task is to implement a master plan which already exists, and the public enterprise for the development of mountain tourism has the word “development” in its full name, which includes investment, stimulation, strategic partnership, good ideas, long-term financing, and exceptional projects. I would like to emphasize that at a crucial time, we had the support and understanding of the Government of the Republic of Serbia and our prime minister when solving the problems from 2010 and 2011, which we are successfully bringing to an end. We are now focused on new investments that will improve the facilitiesfor our guests, which is of great importance for further development and for putting this destination on a prominent place on the map. It is impossible to move forward without investments. What people don’t know is that Stara Planina Hotel is the investment of the Government of the Republic of Serbia and the people of this country in its entirety, which is why each part of that money should have cost efficiency. Our message to the people is that they should use what we have built and enjoy in our country instead of looking for destinations in European mountain resorts, because we can offer them much more than they expect.

4.Stara Planina mountain resort has great potential, both for local and foreign investors. What is, in your opinion, of particular importance when it comes to attracting foreign investors?

The potential of Stara Planina is really poorly represented. This is a destination characterized by unspoiled natural beauty which is difficult to come across, not only in Serbia, but also in Europe. Tourists in search of such destinations travel thousands of kilometers to enjoy natural beauty. Our goal is the same when presenting our plans to local and foreign investors. Our strategy does not involve commercializing Stara Planina by building 20-30 hotels, cafés and restaurants. Instead, we wish to improve what we canoffer without causing damage to nature. As I said previously, this would involve building another hotel and several strategically important facilities necessary for fulfilling the needs of tourists. The other project we are working on in association with the Government of the Republic of Serbia and the relevant ministries is the repair of one part of the road leading to Stara Planina, and we hope to finish the works this year, as planned. Another advantage for foreign investors is the proximity of the airport in Niš, which is a half-hour drive from the hotel, and is another reason we attract numerous tourists from abroad. Stara Planina is known by another name,“The Roof of Serbia”, which is completely justified, because once you climb this mountain and reach one of its peaks, you will want to enjoy it with all your senses and remember that feeling forever. These are all advantages that we are proud of and that we present to investors. We believe that all our efforts will be recognized and that someone will invest in our future together.

5.At the moment, it seems that the 2016/2017 ski season on Stara Planina will be incredibly successful. Did you manage to meet the requirements of local and foreign tourists?

Right now we are already mid-season and the results are fantastic. About 70% of the capacity is filled for March, and we already have several organized gatherings and competitions for April, in addition to our regular guests. Our guests usually come from Bulgaria, Romania, Macedonia, Russia, Germany, and Montenegro, naturally in addition to those from Serbia. We are currently negotiating with local travel agencies about the possibility of including Stara Planina in the package theyoffer in Turkey, as well as other European countries. Our guests have access to a spa center with a swimming pool, Turkish bath and a Finnish sauna, massage center, fitness center andchildren’s playroom, as well a pool table, table tennis and table football. Not many people know that the smallest distance between a hotel and a gondola in Serbia is between our hotel and its gondola, which is a great privilege for skiers. I also want to mention the summer season, when the guests can relax at the outdoor swimming pool surrounded by a wonderful forest. All that’s left to do is to let go and enjoy nature. For those who want more there are: jeep adventures, wine routes and long hiking trails, and our task is to make sure you have an unforgettable stay at the Stara Planina Hotel.

6.What are your long-term, primary, and strategic goals and expectations for the next period?

The strategy which the Public enterprise for the development of mountain tourism “Stara Planina” is working on intensively involves supporting economic activity. This part of Serbia is underdeveloped in terms of tourism and it should, therefore, be improved. What our guests are looking for is the expansion of what we currently offer, which is something we are aware of and working on. Some improvements are evident, but we are still far away from our goal. However, noneof that can be done overnight, but with a good strategy and the support of local or foreign investors, the results will become visible in the years to come. Only a common goal, qualified personnel, a strong will and a lot of energy can lead to the expected results. Criticizing is easy, but it doesn’t usually offer a solution. Together, we should all exploit the potential of Stara Planina, which should be talked about with pride among Serbian people, and I hope that many tourists will visit it and see for themselves that this is true. Stara Planina Hotel is the icing on the cake, which should be put to use and which has welcomed numerous tourists from around the world, who, more importantly, keep coming back, which reaffirms its quality.

7. In your opinion, how does the tourism market operate in Serbia in comparison to the countries in the region?

I think that we should not compare Serbia to the countries in the region because every country’s offer is different. One offers the seaside, another one offers the spas, some offer mountains, and we should develop everything that can contribute to Serbia’s recognition on the tourist map of Europe, as well as the global tourist map. We have mountains with large potential, and many spas which attract tourists, so this should be exploited. Natural beauties of Serbia which are well-known around the world should not be left out either, since we still have not taken advantage of that segment enough. As I already pointed out, Stara Planina has the potential to develop in the same way as the top European touristic centers. How far we will succeed in that depends on all of us individually, as well as on the country as a whole.

8. Stara Planina is becoming the favorite center of ski sports fans. What do you personally love about Stara Planina?

When I am at Stara Planina, I usually have a lot of business activities to attend to and the day is too short for me to be able to devote myself to personal pleasure. The goal of a man in my position is to strategically develop the mountain and its surroundings, which we see as the real estate around the hotel, but also to stimulate the management to work as efficiently as possible in order to end each year with a profit. What I personally enjoy is to take the time and ski on the amazing ski slopes of Stara Planina, and also to enjoy the enchanting view from the gondola.

8. If you could, would you change anything in your career up to this point?

Every career has its good sides and its not-so-good sides, and so does mine. I would probably change some steps in my career or move in another direction, but that is something that cannot be changed any more, so I like to improve myself and move ahead.

9. What do you do to relieve everyday stress? What is your life motto?