Switzerland celebrates its National Day on August 1st. In Belgrade, the occasion is also seen as a symbol of the close relationship between the two countries. Known for its stability, neutrality, and direct democracy, Switzerland is one of Serbia’s most reliable partners when it comes to the economy, development, and reforms. Swiss companies employ thousands of people in Serbia, and cooperation goes beyond investments—it includes support for public administration reform, education, local development, and citizen participation.
We discussed all this, as well as Serbia’s EU path, Switzerland’s bilateral approach to the EU, and the importance of gender equality in diplomacy, with H.E. Anne Lugon-Moulin, the Swiss Ambassador to Serbia. As the first woman to hold this position, the Ambassador not only represents her country’s interests but also sends a powerful message about the values of inclusion and equality that Switzerland actively promotes.
Switzerland celebrates its National Day on August 1st. What does this holiday symbolize today for Swiss citizens, and what does it represent for the relationships you are building abroad?
For Swiss citizens, our National Day on August 1st is a moment to reflect on our shared values and identity. It commemorates the foundation of the Swiss Confederation in 1291, but more importantly, it reminds us of what binds us together today – a deep sense of community, a commitment to direct democracy, respect of minorities, federalism, and a belief in working together through dialogue and consensus.
At home, it’s a celebration marked by gatherings in villages, towns, and cities across the country – with lanterns, sometimes fireworks, speeches, and music. But for those of us serving abroad, this holiday also takes on a very special dimension. It becomes an opportunity to express gratitude for the friendships and partnerships we have built in the host country. Here in Serbia, National Day is more than a Swiss holiday – it is a joyful occasion to celebrate the long-standing and growing cooperation between our two countries and to thank the many people and institutions who contribute to that relationship every day.
Switzerland is one of the key foreign investors in Serbia. In which sectors is cooperation most intensive, and what would you highlight as the greatest successes?
Switzerland has a long-standing economic presence in Serbia, with strong investments in manufacturing, machinery, engineering, pharmaceuticals, IT, and financial services. Swiss companies often emphasize the quality of Serbia’s workforce, its geographic position, and its openness to innovation. But our economic relationship is not just about investment. It’s also about knowledge exchange, responsible business and creating jobs.
At the same time, we have developed a close and trusted partnership with Serbia through our bilateral development cooperation. We work hand-in-hand with national and local authorities, civil society, and the private sector to support economic development, education and training, public administration reform, good governance, and citizen engagement. I would say that one of our greatest success lies in this holistic approach.
Switzerland is not a member of the EU, but it is deeply integrated through bilateral agreements. How do you view Serbia’s and the Western Balkans’ path toward the EU from a Swiss perspective?
From Switzerland’s perspective, the EU integration process for Serbia and the broader Western Balkans is a strategic and positive path. We are convinced that the European perspective of the region brings stability, predictability, and more prosperity – both for the countries themselves and for Europe as a whole. Although Switzerland is not a member of the European Union, we have strong and structured relations with the EU through more than 120 bilateral agreements. We cooperate very closely in areas such as trade, research, education, labor mobility, migration, border management. And we share the same overarching values.
As a result, we can understand the transformative effects of aligning with EU standards and values. We believe Serbia’s EU path can bring significant benefits to its citizens – stronger institutions, better governance, access to markets and funding, and a more predictable and inclusive environment for economic and social development. And we are committed to being a supportive partner along this journey, offering experience, dialogue, and practical cooperation.
How can the Swiss model of cooperation with the EU serve as an inspiration for countries in the region, especially in terms of respecting values, market discipline, and local self-governance?
The Swiss model is based on pragmatism and partnership. Our relationship with the EU is not built on membership, but on share values and a network of carefully negotiated bilateral agreements that allow us to participate in key areas of the single market and collaborate in multiple policy fields. This model reflects both our independence and our deep connection with Europe.
What can be particularly relevant as inspiration is the emphasis we place on strong institutions, democratic accountability, and decentralization. Switzerland is known for its highly developed system of local governance, where municipalities and cantons have real power and responsibilities. This closeness between citizens and institutions fosters trust, transparency, and more tailored public services. At the same time, market discipline, legal certainty, and a conducive regulatory framework are essential to maintaining competitiveness and social cohesion. These principles are not exclusive to Switzerland – they are part of a broader European tradition that any country can embrace and adapt to its context.
In your opinion, what are the key challenges and potentials for Serbia in the process of approaching the European Union?
I am not sure that I am the right person to answer this question, as Switzerland has never been a candidate country to the EU. We have years of negotiations behind us, but for bilateral treaties, not for membership qualifications. I can nevertheless try to highlight some points.
Serbia has many strengths that position it well for EU integration – a young and educated population, a growing innovation ecosystem, a rich cultural and historical heritage, and a strategic location at the crossroads of Europe. It has been part of European history, and still is. There is therefore clear potential for further development, both economically and institutionally.
At the same time, when looking from an outsider perspective, the EU accession process requires sustained political will, consistency in implementing reforms, and engagement with citizens at all levels. Current key challenges remain in the areas of rule of law, independence of institutions, media freedom and alignment to foreign policy objectives.
Switzerland is working closely with Serbia to address many of these issues. Through our cooperation programs, we support reforms that directly impact people’s lives – from education and employment to transparency in public finance and citizen participation in local decision-making. Eventually, Serbia’s path toward the EU will be successful if people believe in it. For that to happen, you must highlight the benefits of it to the population.
As the first woman appointed by Switzerland to serve as Ambassador to Serbia, your role carries both diplomatic and symbolic significance. How do you reflect on this milestone in the context of gender equality and your journey?
It is a great personal honor to serve as Switzerland’s first female ambassador to Serbia. I am aware that this represents more than a professional milestone – it also sends an important message about the role of women in diplomacy and leadership.
Throughout my career, I have been fortunate to work in many different countries and contexts, and I have seen how much stronger institutions and societies are when they include diverse voices. Gender equality is not only a matter of fairness – it is a driver of innovation, stability, and resilience.
In Switzerland, we came a long way in recent decades, although the work is never finished. I firmly believe in guiding with empathy, professionalism, and an open mind. If my appointment can inspire young women – in Serbia, Switzerland, or anywhere – to follow their own path with confidence, then that is something I carry with pride. And it reminds us that diplomacy is ultimately about building bridges, not only between countries, but also between generations and perspectives.