Serbia Celebrates Vidovdan in Valencia with Ambassador, Royalty, and Business Ambition

A forum, a liturgy, and a first anniversary: Serbia's diplomatic push in Spain mixed investment with community

Serbia Celebrates Vidovdan in Valencia with Ambassador, Royalty, and Business Ambition

A forum, a liturgy, and a first anniversary: Serbia's diplomatic push in Spain mixed investment with community

Valencia, Spain – The Serbian community in Valencia marked Vidovdan this year with more than just liturgy and slava cake. For the first time since the local parish was established a year ago, the celebration brought together not only church officials and government representatives — but also a member of the royal family.

But the Vidovdan observance was just one part of a larger diplomatic push that saw Serbia's Ambassador to Spain, Irena Šarac, leading a delegation that crisscrossed Valencia over two days, courting Spanish investors, strengthening diaspora ties, and marking 110 years of bilateral relations between the two countries.

A Forum with Ambition

On 27 June, the day before Vidovdan, Ambassador Šarac joined Assistant Minister for Economic Diplomacy Miljan Ranđelović, Directorate for Diaspora Director Vladimir Kokanović, and Chamber of Commerce of Serbia representative Branislava Simanić at the "Best of Serbia" business forum in Valencia's La Marina district.

The forum brought together entrepreneurs, investors, and public institutions from both countries, aiming to answer a simple question for Spanish businesses: Why invest in Serbia? Ranđelović emphasized that such events provide "an important platform for strengthening economic cooperation, fostering closer ties between the Serbian diaspora and the homeland, and showcasing the investment and development potential of the Republic of Serbia."

Ambassador Šarac's presence underscored the embassy's active role in facilitating business connections. The event also featured panels on female entrepreneurship and market entry strategies, with Princess Vesna sharing her professional experience on the entrepreneurship panel.

The Royal Factor

Prince Alexander Karađorđević addressed the opening ceremony, noting that this year marks 110 years of official diplomatic relations between Serbia and Spain. Organizers credited the royal family's involvement with boosting interest from Spanish institutions and media — a reminder that in Spain, royal connections still carry weight.

"The connections between the Royal Houses of Serbia and Spain are another bond that brings the people and cultures of our two countries even closer together," Prince Alexander said. "This business forum is in the spirit of these good and friendly relations; it improves our connections but also contributes to the well-being of our people."

Vidovdan in Valencia

The following day, the delegation joined the local Serbian community at the Church of St. John the Theologian for the Vidovdan Divine Liturgy, marking the first anniversary of the parish's establishment. Archpriest-Stavrophor Dušan Erdeljan led the service, which drew believers from across the Balearic coast.

The celebration included children's recitations and a humanitarian concert featuring Serbian singer Goca Lazarević to support the parish, which organizers described as "small, simply equipped, but filled with sincere faith."

What Comes Next

Milena Lazić Tejeda, from the organizing committee, described the forum as laying groundwork for concrete cooperation: "We achieved concrete results, established valuable connections, and created new opportunities for cooperation between Serbian and Spanish businesses."

Among the specific outcomes, one Spanish family company, "Al Artesano," has already expressed serious interest in entering the Serbian market. The delegation also visited Lanzadera, one of Spain's largest business incubators, signaling that Valencia may serve as a gateway for further economic collaboration.

For the Serbian community in Valencia, the presence of their homeland's representatives — from the ambassador to the prince — sent a clear message: the state hasn't forgotten its people abroad. For Spanish businesses, Serbia presented itself as a serious investment destination. And for both countries, the 110th anniversary provided the backdrop for something more than ceremony.