Welcome Association Italy Visits the Serbian Embassy for “100 Women Winery”: Culture, Women’s Entrepreneurship, and Dialogue Between Communities

Welcome Association Italy’s participation in the evening event dedicated to “100 Women Winery from Serbia”: a gathering to highlight the work of women, learn about Serbian excellence, and foster relationships between communities.

Rome, September 25, 2026 – A country’s culture is also reflected in the work of its people, their skills, and their ability to transform a project into a shared experience. It is with this in mind that Welcome Association Italy participated in the evening event dedicated to “100 Women Winery from Serbia,” hosted on September 24 at the Embassy of the Republic of Serbia in Rome, at the kind invitation of H.E. Mirjana Jeremić, Ambassador of the Republic of Serbia to Italy.

Carlo Palumbo, National Deputy Secretary, represented WAI as part of the dialogue that the organization maintains with diplomatic missions and with organizations committed to promoting understanding and exchange among peoples.

The event, held at the diplomatic mission on Via dei Monti Parioli, featured a presentation on women’s entrepreneurship, a celebration of Serbian winemaking traditions, and an artistic and musical program. It was a setting in which the wine tasting became an opportunity for discovery—not only of the wines presented, but also of the people, their work, and the cultural identity they embody.

Women’s Work as a Reflection of Society

The decision to dedicate the evening to 100 Women Winery has highlighted the contributions of women in an industry where a connection to the land, professional expertise, and entrepreneurial skills come together.

Recognizing the value of this contribution means acknowledging the role of women in a country’s economic and cultural life. It means viewing their experiences as an integral part of a society’s narrative: women who take on responsibilities, develop projects, and help ensure continuity and bring new perspectives to the heritage of their regions.

The value of an initiative like this therefore extends beyond the product itself. Alongside the wine, what stands out is the work required to produce it, the care that goes into it, and the ability to make choices and build relationships. These are aspects that allow us to get to know a country from a tangible perspective, in which tradition and innovation are not mutually exclusive but can support one another.

For WAI, these experiences are also significant for younger generations. They offer opportunities to reflect on the connection between education, independence, and participation, demonstrating how much people’s contributions can enrich the communities to which they belong. Recognizing the leading role of women also means broadening the horizons of the opportunities that young people can envision for their own futures.

The Embassy as a Place for Encounters and Learning

The evening served as a powerful illustration of the role that a diplomatic mission can play in bringing societies closer together, complementing institutional dialogue with opportunities for people to connect through their country’s culture and cultural achievements.

Presenting a Serbian entrepreneurial experience in Rome means creating a space for mutual understanding. The country’s wine heritage, along with its artistic and musical expressions, can become a language through which to spark interest, share sensibilities, and foster relationships.

This is one of the values of cultural diplomacy: bringing the relationship between countries closer to the people. Knowledge is not limited to information about a nation; it deepens when it encounters the stories, aspirations, and work of those who represent it in everyday life.

From this perspective, the Embassy’s initiative provided an opportunity to learn about Serbia through one of its creative expressions and through the contributions of the women who play a leading role in it. It was a way to foster curiosity and respect, creating the conditions for a dialogue that can continue even beyond this single event.

For WAI, hospitality also means recognizing and valuing

Welcome Association Italy’s involvement is part of a vision of hospitality that encompasses both practical assistance and the building of relationships.

WAI, a union affiliated with FAST-CONFSAL, supports international students and citizens as they enter, reside, and integrate into Italian society, facilitating their access to information, protections, and services. This commitment is complemented by a focus on the cultural and social aspects of people’s lives.

Those who arrive in Italy bring with them not only needs that must be addressed, but also knowledge, skills, traditions, and plans that should be harnessed. Recognizing this richness is essential to creating a welcoming environment that goes beyond simply processing paperwork and instead fosters informed participation in the life of the country.

For an international student, learning about the society in which they live and maintaining a connection to their own culture are aspects that can reinforce one another. Similarly, for the host society, encountering the cultural and professional expressions of another country represents an opportunity for enrichment.

The initiatives promoted by diplomatic missions can make an important contribution to this process. For WAI, participating in these initiatives means keeping the dialogue alive, listening to different perspectives, and recognizing the value of international communities—including through what they are able to create and share.

A Shared Focus on Women’s Contributions

The meeting on September 24 is part of an ongoing series of dialogues between WAI and Serbian diplomatic representatives.

A notable previous event was the conference on women and diplomacy, held on October 2, 2025, at LUMSA University, which was attended by H.E. Mirjana Jeremić. During that event, the discussions highlighted the contribution of women to international relations and the opportunity to engage with younger generations.

Despite the diversity of the topics, a common sensibility emerges: to give space to women’s experiences that can contribute to public, economic, and cultural life, placing them within a broader perspective of knowledge and participation.

From diplomacy to entrepreneurship, the focus remains on skills, responsibility, and the ability to build relationships. It is on these elements that lasting institutional relationships and opportunities for dialogue that benefit communities can be developed.

Acknowledgments to H.E. Mirjana Jeremić

Welcome Association Italy extends its heartfelt thanks to H.E. Mirjana Jeremić for her kind invitation, her hospitality, and for organizing an event that brought together culture, women’s entrepreneurship, and dialogue.

Special appreciation goes to the attention given to women’s work and to the decision to showcase Serbian excellence through the people and experiences that embody its value. Our thanks also extend to the Embassy staff and to the women of 100 Women Winery, who are at the heart of this opportunity to learn.

WAI reaffirms its interest in continuing the dialogue with the Embassy of the Republic of Serbia, in the belief that closer ties between the two countries are fostered through mutual respect, recognition of each other’s cultures, and the quality of people-to-people relations.