Panel "New Neighbors, New Business Horizons – The Potential of Refugees in Serbia," Kopaonik, Serbia, March 2025 ©Strahinja Aćimović
Refugees bring talents, knowledge, and perspectives from different cultures, which can open new business horizons for the private sector in Serbia. At the same time, by providing support through employment, training, financial inclusion, donations or advocacy, companies can make a significant impact and completely change the lives of people who were forced to flee their countries and are starting anew in Serbia. This was the key takeaway from the panel “New Neighbors, New Business Horizons – The Potential of Refugees in Serbia”, organized by the United Nations Refugee Agency (UNHCR) at the Kopaonik Business Forum.
People who have been forced to flee due to conflicts, persecution, violence, and other human rights violations and who have sought protection in Serbia primarily come from Ukraine, Syria, Afghanistan, Iraq, Burundi, Libya, Iran and Cuba. They represent one of the most vulnerable groups in society and, in terms of their reasons for arrival, legal status, rights and documentation in Serbia, they differ from economic migrants.
As of the end of 2024, 1,295 people in Serbia held refugee status, including those under temporary protection from Ukraine, according to data available to UNHCR. Additionally, as of the end of February this year, 490 refugees, asylum seekers and migrants were accommodated in centers managed by the Commissariat for Refugees and Migration of the Republic of Serbia.
Soufiane Adjali, UNHCR Representative in Serbia, Kopaonik, Serbia, March 2025. ©UNHCR/KBF
“There are many inspiring stories about how refugees, both vulnerable and resilient, contribute to the Serbian economy and society when given the opportunity and support. With more people forced to flee their homes due to wars and crises, there is an increasing need for a strategic, society-wide response in which the private sector plays a crucial role. By supporting refugees, companies can enhance their social responsibility and corporate governance within their ESG commitments while contributing to the 2030 Agenda for Sustainable Development. This is a win-win situation, as recognized by the members of the ‘For Refugees’ business network, launched by UNHCR in partnership with IKEA. We are deeply grateful for their support,” said Soufiane Adjali, UNHCR Representative in Serbia, calling on companies to explore new business opportunities by empowering refugees to become economically independent.
During the course of the last year, with support of this private sector network, more than 40 percent of refugees who reached out to UNHCR for support in finding employment have started working.
Danijela Nedić, Acting Assistant to Commissioner for Refugees and Migration of Republic of Serbia, Kopaonik, Serbia, March 2025. ©UNHCR/KBF
Danijela Nedic, Acting Assistant to Commissioner for Refugees and Migration of Republic of Serbia , emphasized that including refugees in business activities is not only social responsibility, but rather a significant business opportunity that can contribute to growth, innovation and strengthening competition.
“Refugees bring different skills, experiences and perspectives that can improve business operations and expand into new markets. The private sector plays a key role in their integration process, not only through employment but also through education, training, and financial inclusion. Through such cooperation, refugees can bring advantage to all sectors, from industry and commerce to IT and entrepreneurship, that not only enables their stable livelihood but also creates sustainable jobs and promotes broader social values such as equality, inclusion, and diversity. This is also in accordance with ESG standards that are becoming the key for measuring social responsibility of the companies and their contribution to sustainability. Commissariat for refugees and migration calls on private sector to actively engage with these initiatives, recognize the potential that refugees bring and work jointly on creating thriving society for everyone.”
Fernando Almeyda Rodríguez, human rights lawyer and refugee from Cuba, Kopaonik, Serbia, March 2025. ©UNHCR/KBF
Human rights lawyer and refugee from Cuba Fernando Almeyda Rodríguez highlighted that private housing for the most vulnerable persons was recognized by refugees as the top priority for ensuring a dignified life in Serbia. The second priority is access to professional training through courses and workshops, followed by employment as the third most important need. Support for entrepreneurship ranks fourth, while advocacy and non-financial donations are the fifth key area of need.
Ekaterina Egorova, General Director and Director of Sustainability for IKEA Southeast Europe, Kopaonik, Serbia, March 2025. ©UNHCR/KBF
“At IKEA, we believe supporting refugees is more than a responsibility—it’s a chance to make a real, lasting impact. Our work across Southeast Europe, including Serbia, has shown us that the private sector can be a powerful force for change. By providing refugees with stable employment, skills, and an inclusive workplace, we not only help rebuild lives, but we also gain a motivated, diverse workforce that strengthens our teams and fuels innovation. Refugees bring resilience, hope, and unique perspectives that enrich our culture and drive success. Through collaboration with governments, CSOs, and businesses, we can create lasting solutions and a world where everyone has the opportunity to thrive,” emphasized Ekaterina Egorova, General Director and Director of Sustainability for IKEA Southeast Europe.
Mihailo Vesović, Director at the Chamber of Commerce and Industry of Serbia, Kopaonik, Serbia, March 2025. ©UNHCR/KBF
Mihailo Vesovic, Director at the Chamber of Commerce and Industry of Serbia thanked all the companies who support refugees and emphasized the necessity of networking among international organizations, institutions, the civil sector, and the private sector to explore best practices in supporting refugees and opportunities in this regard, which can bring benefits not only to refugees but also to the private sector, where ESG practices are becoming the standard. He also emphasized that the values companies uphold, in addition to profitability, are a very important part of their business success.
According to UNHCR, by the end of June 2024, at least 122.6 million people worldwide had been forcibly displaced due to conflicts, persecution, violence and other human rights violations. This figure marks a new record, one that has been surpassed every year over the past decade.
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