Women’s Entrepreneurship EXPO 2025 opens new doors for businesswomen from Montenegro and Serbia
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More than 30 women entrepreneurs from Montenegro and Serbia gathered in Belgrade on 7 October for the Women’s Entrepreneurship EXPO 2025, a regional platform dedicated to empowering women-led businesses across Europe and Central Asia.
This year’s EXPO took place under the theme “"Gender Equality in a Changing World - Unlocking Growth Potentials for Women Entrepreneurs through Gender Responsive Procurement,” as part of the “France - Western Balkans Business Forum.” Organized by the Chambre de Commerce et d’Industrie France Serbie in collaboration with UN Women, and funded by the European Union, the event brought together over 150 representatives of companies from France and the Western Balkans.
The EXPO 2025 provided a space for women entrepreneurs to share their experiences, ideas, and visions of how women’s leadership and innovation can reshape the economy when given equal opportunities. Data show that in the Western Balkans, women’s participation in firm ownership and management remains low - at 20%. Women own a majority share in 15% of small firms, but in fewer than 10% of large firms.
In her opening remarks, Belén Sanz Luque, UN Women Regional Director for Europe and Central Asia, mentioned that when more women actively participate in the economy, everyone benefits. “Research shows that companies benefit greatly when they invest in women’s employment and leadership. It boosts organizational effectiveness and drives growth. While support for women entrepreneurs - especially those running micro, small and medium enterprises – is growing, there’s still a long way to go. In Serbia, however, the numbers are encouraging: women now make up 30% of all entrepreneurs and 70% of the ‘new’ entrepreneurs compared to a decade ago. That’s an incredible trend,” stated Sanz Luque.
Sanja Ivanic, CEO of the French Serbian Chamber of Commerce and Industry, added: ‘When equality is the foundation, success is shared, leadership is diverse, and progress becomes unstoppable.”
Through interactive sessions, B2B meetings, and the Expert Village space, participants had the chance to exchange knowledge, form new partnerships, and explore ways to scale their businesses and access new markets.
Entrepreneur Sanja Nikolić, founder of the Novi Sad-based brand “DNŽ” (“No Pinch”) reflected on the value of meaningful networking: “Just as DNŽ creates tailor-made shoes, every business connection should be tailor-made too - authentic, sincere, and built to last.”
During the B2B sessions, women entrepreneurs directly connected with representatives of companies from France and the Western Balkans, opening doors for potential collaborations and new business opportunities.
Sanja Gardašević, founder of the Montenegrin company “Zuno Games”, which is transforming employee training through interactive, gamified solutions, shared her perspective. “When you have an innovative product, you can’t just wait for the market to find you - you must go out and meet it halfway, to both discover and create new growth opportunities. That’s what makes B2B meetings and networking invaluable: every new connection brings fresh insight that helps you shape what the market truly needs.”
Meanwhile, the Expert Village served as a showcase area for participants to present their products and services, share success stories, and gain visibility among potential partners and investors.
A panel discussion also explored how gender-responsive procurement can unlock growth opportunities for women entrepreneurs, underscoring how simplifying and opening public procurement systems can help women-led businesses compete on an equal footing.
The panel, featuring Olja Janković Leković from UN Women, Chivoine Rem, CEO of Aerodrom Nikola Tesla Beograd, and Sanja Popović Pantić, President of the Association of Business Women in Serbia, concluded that many women entrepreneurs face significant challenges in public tenders, including complex procedures, unclear rules, and lengthy processes.
“By creating spaces where women entrepreneurs can connect, learn, and access new opportunities, the EXPO continues to serve as a cornerstone initiative that strengthens the entrepreneurial ecosystem and promotes gender equality as a driver of economic development,” concluded Olja Janković Leković, programme analyst at UN Women Serbia.
Launched in 2021, the Women’s Entrepreneurship EXPO is a unique partnership platform to promote women’s entrepreneurship ecosystem building in the Europe and Central Asia region. EXPO provides an interactive space for women entrepreneurs, investors and private sector representatives for networking and collaboration, peer learning, ideas generation, capacity building and business development. EXPO 2025 is organized by UN Women Regional Office for Europe and Central Asia in partnership with the European Bank for Reconstruction and Development (EBRD), European Business Angels Network (EBAN) and Women in Tech Global.