Women Entrepreneurs Lead the Way at EXPO 2025 in Belgrade

More than 30 women entrepreneurs from Montenegro and Serbia gathered in Belgrade on October 7 for the Women’s Entrepreneurship EXPO 2025, a major regional platform designed to empower women-led businesses and strengthen gender equality across Europe and Central Asia.

The event, held under the theme “Gender Equality in a Changing World – Unlocking Growth Potentials for Women Entrepreneurs through Gender Responsive Procurement,” was 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, it brought together over 150 business leaders from France and the Western Balkans to promote collaboration and inclusivity.

The EXPO created a space for women entrepreneurs to exchange ideas, share their experiences, and showcase how women’s innovation and leadership can reshape economies. Data shows that in the Western Balkans, women’s participation in firm ownership remains low—only 20% overall, with women owning a majority share in 15% of small firms and fewer than 10% of large firms.

In her keynote address, Belén Sanz Luque, UN Women Regional Director for Europe and Central Asia, emphasized that investing in women benefits entire economies. “Research shows companies thrive when they support women’s employment and leadership. It boosts efficiency, innovation, and growth,” she noted. Sanz Luque also praised Serbia’s progress, highlighting that women now make up 30% of all entrepreneurs and 70% of new entrepreneurs compared to a decade ago.

Sanja Ivanic, CEO of the French Serbian Chamber of Commerce and Industry, echoed this message, saying, “When equality is the foundation, success is shared, leadership is diverse, and progress becomes unstoppable.”

Throughout the day, participants engaged in interactive sessions, B2B meetings, and an Expert Village, where they showcased their products, shared success stories, and explored opportunities to expand into new markets.

Entrepreneur Sanja Nikolić, founder of the Novi Sad-based shoe brand “DNŽ” (“No Pinch”), described networking as a vital tool for growth. “Just like every DNŽ shoe is tailor-made, every business connection should be, too—authentic, sincere, and built to last,” she said.

Meanwhile, Sanja Gardašević, founder of Montenegrin tech company Zuno Games, shared how innovation drives success. “You can’t wait for the market to find you—you must go out, connect, and create opportunities. Every new conversation helps you understand what the market truly needs,” she said.

The panel discussion on gender-responsive procurement explored how simplifying public procurement processes can help women-led businesses compete fairly. Speakers such as 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) highlighted the barriers women face in public tenders, including complex procedures and lack of transparency.

“By creating spaces where women entrepreneurs can connect, learn, and access new opportunities, EXPO continues to strengthen the entrepreneurial ecosystem and promote gender equality as a catalyst for economic growth,” concluded Olja Janković Leković.

Launched in 2021, the Women’s Entrepreneurship EXPO has become a signature initiative promoting women’s business leadership across Europe and Central Asia. Organized by UN Women Regional Office in partnership with EBRD, EBAN, and Women in Tech Global, EXPO 2025 reaffirmed its mission—to build a future where women entrepreneurs are not just participants in the economy, but key drivers of sustainable growth and innovation.