Gorizia - 14th Congress on Women’s Entrepreneurship of the Adriatic and Ionian

 

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Report – 14th Congress on Women’s Entrepreneurship of the Adriatic and Ionian Area, 7th November 2024, Gorizia

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Co-organised with the Venezia Giulia Chamber of Commerce, the 14th Congress on Women’s Entrepreneurship of the Adriatic and Ionian took place in Gorizia on November 7th and brought together a distinguished group of women entrepreneurs, policymakers, and experts to discuss the critical role of women in shaping the economic landscape. This year’s Congress took place as part of the “GO! 2025” events, which celebrated Gorizia and Nova Gorica as the European Capitals of Culture. The Congress focused on the tourism and cultural sectors, offering a regional perspective on the main challenges and successful strategies for promoting women’s economic empowerment and supporting entrepreneurship throughout the Adriatic and Ionian Region.

Introduction and Institutional Greetings

Moderating the Institutional Greetings and Opening Session was Ms. Patrizia Artico, Councillor of the Department for European Capital of Culture for the Municipality of Gorizia, who opened the event with a powerful message emphasizing the importance of women’s entrepreneurship for the region. In her speech, Councillor Artico highlighted the strategic role that women play in driving economic growth, particularly in the Adriatic-Ionian area, which holds great potential for collaboration and cultural exchange. “With the “Go!2025” event, we are fully committed to supporting enterprises led by women and fostering dialogue on synergies, particularly within the tourism sector. This area, rich in cultural heritage, offers vast opportunities for growth. By highlighting these cultural features, we can unlock new potential for entrepreneurship and create a more inclusive and dynamic economic environment.”

The moderator Patrizia Artico gave the floor to the first speaker of the day, Mr. Antonio Paoletti, President of the Venezia Giulia Chamber of Commerce, who highlighted the concerning fact that Friuli-Venezia Giulia is the first in Italy for the highest number of women who have left the region in search of better opportunities. He stressed the importance of women in tourism, noting that their sensitivity and service-oriented skills are key to managing businesses in hospitality, B&Bs, and digital services. He affirmed that “Friuli-Venezia Giulia is going to become among the 10th top destinations in 2025, and it can benefit from the growing presence of women entrepreneurs“. President Paoletti also pointed to the increasing role of women in traditionally male-dominated sectors. He emphasised the need to continue focusing on female entrepreneurship across all industries, ensuring that women’s contributions are fully recognised. “Attention to women in business is essential,” he concluded, underscoring their positive impact in all sectors.

The second speaker was Mr. Gino Sabatini, President of the Forum of the Adriatic and Ionian Chambers of Commerce. He emphasised the key role of female entrepreneurs in promoting the culture of hospitality and strengthening local economies, particularly through their contributions to tourism and cultural industries. He noted that women-led businesses not only create economic value but also foster sustainability, preserve traditions, and drive innovation. The Forum is also committed to supporting entrepreneurship, with a new project in collaboration with the University of Camerino to study digitalisation and innovation in the Adriatic-Ionian area. A survey will be launched to gather data on start-ups and digital transition, helping identify the real needs of businesses and support female entrepreneurs in adapting to the evolving digital landscape.

Mr. Emidio Bini, Regional Councilor for Tourism and Productive Activities of Friuli-Venezia Giulia, spotlighted that in 2025, the Region will be ready to manage major events, as it has always done through teamwork. He expressed gratitude on behalf of the President of Friuli-Venezia Giulia, Massimiliano Fedriga, for everyone’s contributions to the region’s success. Bini highlighted the importance of “GO!2025”, noting that “Friuli Venezia Giulia is investing significantly in tourism, with Gorizia playing a central role in this cross-border initiative”. He pointed out the city’s rich cultural events and its beauty, which attract both visitors and Italians, especially in anticipation of next year. The success of these efforts is driven by a large-scale commercial campaign and substantial investment made through great fundings. 

After the first speeches, the two mayors of Gorizia and Nova Gorica, Rodolfo Ziberna and Samo Turel took the floor. 

Mr. Rodolfo Ziberna, Mayor of Gorizia, acknowledged the crucial role of women entrepreneurs in the hospitality sector, particularly in the Adriatic-Ionian Area. Ziberna empashised that “the celebration of Gorizia and Nova Gorica as European Capitals of Culture in 2025 marks the first time two cities from different countries and cultures shared this title.” He highlighted the power of communication and the strategic importance of this collaboration, which demonstrates the strength of cooperation and cohesion. Ziberna credited the region’s success to its ability to share and celebrate its cultural heritage and storytelling, bringing people together to showcase what makes the area unique.

Mr. Samo Turel, Mayor of Nova Gorica, highlighted the key role of women in the GO2025 project, noting that the official program was drafted by two women who played a central part in shaping the initiative. He emphasised that women have a crucial role in the success of GO2025, which has helped unite the region and promote a vision of a future without borders. Turel stressed that cooperation and culture are the driving forces behind this partnership, and they can serve as a model for future collaboration. He expressed optimism that this is just the beginning of a long-term, productive relationship between the two cities. The project represents a new chapter of unity and shared cultural values, with the potential to shape the future of the region.

Ms. Cristina Rovis, President of the Female Entrepreneurship Committee of Venezia Giulia, spoke as both a woman entrepreneur and the leader of a committee made up of 10 women who represent professional associations across the region. She brought attention to the Committee’s mission to support female entrepreneurs and freelancers by providing them with the knowledge and tools to advance in their careers. Rovis shared her own entrepreneurial journey, explaining how she had to overcome gaps that led to missed economic opportunities, and stressed that the Committee aims to help other women avoid these same challenges. She highlighted the importance of empowering women, enabling them to balance their private and professional lives while achieving their entrepreneurial goals. The Committee’s work, Rovis noted, also aligns with broader goals of inclusion, gender equality, and the fight against discrimination in the labor market. She concluded by underscoring how the Congress is a statement to the progress women entrepreneurs have made and the future opportunities still ahead of them. 

The last speaker of the Institutional Greetings was Mr. Filippo Alabardi, Executive Officer of the Permanent Secretariat of the Adriatic-Ionian Initiative, who highlighted that women’s economic empowerment and entrepreneurship have been key themes in the Initiative’s activities over recent years. He emphasised the organization’s role in promoting women’s participation across various sectors, such as business, STEM, and rural entrepreneurship, through conferences and roundtables involving government, entrepreneurs, and civil society. Alabardi also noted the addition of a fifth pillar to the EUSAIR Strategy, dedicated to women’s empowerment, showcasing the region’s commitment to gender equality. He stressed that the tourism sector in the Adriatic-Ionian region is deeply enriched by women’s contributions and that continuing to promote their roles is vital for shaping the region’s future. 

Session 1 “Promoting Tourism through Cultural Assets: Synergies for Development in the Adriatic and Ionian Regions”  

Through the moderation of Ms. Patrizia Artico, the first speaker of the session “Promoting Tourism through Cultural Assets: Synergies for Development in the Adriatic and Ionian Regions” is Ms. Micaela Passon, Project Manager at GECT GO / EZTS GO. She highlighted the significance of the European Capital of Culture project being co-directed by two women, a symbol of progress for women in leadership roles. She acknowledged that while women have important roles in society, challenges remain in the private sector, where managerial positions are still harder for women to access. Passon emphasised the determination of women to prove their value and the need for institutional support to help balance work and family life, citing Slovenia’s strong support for maternity and paternity as an example of how policies can help women succeed.

The second speaker is Mr. Guido Guerzoni, Professor at Bocconi University, illustrated the progress of women in management and entrepreneurship over the last 15 years, noting that Italy had one of the lowest percentages of women in leadership roles in 2010, but the situation has improved significantly. He highlighted the high representation of women in the cultural and artistic sectors, especially in theater, where women make up 65% of the workforce in Europe. Guerzoni also pointed out that women are increasingly leading in cultural tourism and slow tourism, with a growing number of women participating in activities like cycling and walking tours.

The President of ISNART, Ms. Loretta Credaro, highlighted the resilience of the tourism sector, which was significantly impacted by the pandemic but has shown strong recovery. According to recent data, tourism-related businesses have grown by 11.7% over the past 10 years, while the broader economy declined by 4%. She emphasised the key role of women in this growth, with 152.000 women-led tourism businesses accounting for 27.8% of the total in the sector, a figure that has increased by 1.8% since 2012. Credaro also pointed out that cultural and creative enterprises led by women now represent 24.6% of all Italian cultural businesses, with a 3.3% growth since 2019. She stressed that female entrepreneurship in these fields contributes significantly to job creation, economic development, and societal well-being.

Finally, Mr. Vito Signati, Director of the Mirabilia Network, took the floor highlighting that Gorizia and Nova Gorica will be the European Capitals of Culture in 2025, and emphasised that in January 2026, when the spotlight moves away from these cities, the momentum should continue through training and cultural education, particularly involving youth. Signati also mentioned Mirabilia’s educational projects in schools and with UNESCO sites, aimed at engaging younger generations with new, inclusive approaches. He stressed the importance of digital transition and the need to promote authentic tourism experiences beyond Italy’s major cities, to present a fresh and diverse image of the country to visitors.

Session 2 “Driving Women’s Entrepreneurship with European and Adriatic-Ionian Networks for growth and support” 

The moderator Mr. Luca Filippi, Deputy Secretary General of Bolzano Chamber of Commerce – Coordinator of Eurochambres Community of Interest Women Entrepreneurship (COI), welcomed the first speaker of the session “Driving Women’s Entrepreneurship with European and Adriatic-Ionian Networks for growth and support” Ms. Tiziana Pompei, Deputy Secretary General of Unioncamere Italy.

Ms. Tiziana Pompei highlighted the importance of the gender equality certification, introduced under Italy’s PNRR and Next Generation EU Funds, as a transformative initiative with both technical and cultural dimensions. She emphasised its role in reducing the gender pay gap, increasing transparency, and boosting women’s employment through incentives like tax reliefs. Pompei also underscored initiatives such as the “Giro d’Italia delle donne che fanno impresa – Tour of Italy for Women that do Entrepreneurship” and education-focused programs, which aim to support women entrepreneurs, encourage STEM education for women, and address workforce skill mismatches. These efforts, she noted, reflect a commitment to fostering inclusivity, competitiveness, and cultural change in the labor market. 

Ms. Marina Rožić, Secretary General of the Croatian Chamber of Economy and Chair of the Eurochambers’ Women Network, emphasised the need for more women in leadership roles, citing the economic benefits of gender equality, including a potential €3.15 trillion boost to EU GDP by 2050. She noted barriers such as male-dominated industries and work-life balance challenges. Rožić also highlighted the EU’s efforts to promote gender equality, including directives for better gender balance in companies. EWN is addressing these issues with initiatives like the Leadership Academy, which prepares women for executive positions and promotes equal opportunities across all businesses.

Ms. Simona Kustec, Professor at the Faculty of Management of the University of Primorska and head of the Centre for Development and Knowledge Transfer of the University of Primorska, pointed out that entrepreneurship and innovation should prioritise breakthrough ideas over gender, fostering inclusivity and maximizing diverse strengths. She noted that women are often viewed primarily in the family context, which can hinder their advancement in a male-dominated world, stressing the need for more investment in women’s roles in business. She noted that entrepreneurial intentions are high among women, especially in low-income countries, where 28% plan to start a business. Kustec highlighted Slovenia as an example of rising female entrepreneurship, contributing significantly to economic innovation.

Ms. Sanja Putica, President of Krug – Croatian Association of Business Women, emphasised the importance of supporting women entrepreneurs on a national level, noting that society does not provide the necessary support for their businesses. She highlighted the need for national institutions to implement legislation that fosters women entrepreneurship, with her association dedicated to promoting young women and creating a supportive community. Ms. Putica also pointed out the lack of female role models in the creative industry in Croatia, stressing the need to involve more women to bring about societal change and ensure equal opportunities. She believes that women can serve as role models and examples for others, helping to shift societal perceptions and provide the right chances for future generations of women.

Ms. Tatjana Kolenc, Member of FAM – Association of Female Managers and Founder of Heart Mentoring Platform, highlighted the essential role of mentorship in empowering aspiring female entrepreneurs. She emphasised that mentors offer valuable insights drawn from personal experiences, guiding individuals on how to launch and grow their businesses, manage risks, and remain resilient. Ms. Kolenc noted that although mentoring support in Slovenia is well-developed, it remains somewhat fragmented. To address this, she founded the Heart Mentoring Community, which fosters a collaborative, multi-generational space for knowledge-sharing. She also stressed the positive outcomes of state and private initiatives that support women at the start of their entrepreneurial paths, underscoring the rise in Slovenia’s female entrepreneurial activity, which exceeds the EU average. Ms. Kolenc identified key challenges faced by women, such as self-confidence, self-advocacy, and hesitation in assuming new roles, advocating for community engagement as a solution to overcome these obstacles.

Panel 1 “Culture of Hospitality: Women Leading Tourism in the Adriatic-Ionian Region”

The moderator Ms. Cristina Rovis, welcomed the speakers of the first panel of the afternoon.

Ms. Milena Mičić, Chairman of the Board of Aquarium Pula d.o.o. in Croatia, took the floor and highlighted her strong belief in the synergy between science and tourism entrepreneurship, asserting that the two fields can collaborate through innovative methods such as science museums, eco-tours, and media events, which help engage the public and simplify complex concepts. She also emphasised the role of citizen science in involving the public in research and promoting lifelong learning. Mičić addressed gender biases in STEM, stressing the need for continuous education, financial independence, and inclusive policies like equal pay and family-friendly workplaces. She pointed out that mentorship and networking are crucial for supporting women in STEM, and emphasised the importance of setting realistic goals for sustainable careers. Through these efforts, she aims to contribute to a more equitable, connected, and scientifically informed society.

The second speaker, Ms. Blerina Ago, Founder of Active Albania, has highlighted the rapid growth of the country’s tourism sector, which has become one of the fastest-growing in the world. According to the World Tourism Organization, Albania ranks fourth globally for international tourism growth, with a 56% increase in international visitors from 2019 to 2023. As the founder of Active Albania, a tourism-related business, she emphasizes the significant role that women entrepreneurs are playing in driving sustainable development. She emphasised the dual challenges within the tourism industry, highlighting both its vulnerability to climate change and its contribution to greenhouse gas emissions. She pointed out the crucial role women entrepreneurs play in addressing these issues and promoting sustainability, often introducing innovative practices that go beyond sustainability to restore local environments, cultures, and economies. 

The owner of Castelvecchio Agricola, Ms. Mirella Terraneo della Valle, took the floor emphasising how sustainability is fundamental to life, encompassing nourishment, survival, and the health of living beings and nature. She highlights the importance of agriculture that respects natural resources, particularly soil and water, which are essential for producing nutritionally valuable food. Mirella applies these principles in her company, which is rooted in an 1818 sustainability initiative in the Friuli-Venezia Giulia region, promoting solutions that balance environmental, social, and economic needs. She advocates for shared responsibilities and collaborative efforts to address environmental and anthropological challenges, aligning her approach with Steinerian concepts of sustainability.

Ms. Jelena Radjenović, the owner of Family Hotels Group and the Private Faculty of Tourism in Budva, Montenegro, took the floor and discussed the growing role of women in the country’s tourism industry, noting that the number of women-led businesses has increased from one in ten to one in four in recent years. She also highlighted Budva’s rapid growth as a top tourist destination, driven by its stunning beaches, major events, and concerts. These attractions, she believes, play a key role in drawing visitors and boosting the local economy. Radjenović sees Montenegro’s thriving tourism sector as a promising area for both business expansion and career opportunities.

Ms. Antonia Radić Brkan, Deputy Mayor of City of Makarska, Director and Co-owner of EX-ALTO d.o.o. – Experiential Marketing and Tourism Agency, emphasises the importance of events as key marketing tools in the tourism industry. By collaborating with local entrepreneurs, artists, and tourist boards through initiatives like “Lokale u Kale”, she creates immersive experiences that connect tourists with local culture and communities. While recognizing the value of digital marketing and AI, she stresses that direct human interaction is irreplaceable for fostering authentic engagement. Antonia also champions the empowerment of women in entrepreneurship, advocating for greater confidence, autonomy, and equity in the business world.

Panel 2 “Crafting the Future: Women’s impact on Culture and Creativity in the Adriatic-Ionian Region”

Through the moderation of Ms. Nansi Ivanišević, Ph.D., President of Prokultura – Observatory of Cultural Policies Split (Croatia), the second panel “Crafting the Future: Women’s impact on Culture and Creativity in the Adriatic-Ionian Region” started with the entrepreneur Ms. Marija Ivanković Jurišić, owner of the fashion atelier Marija Handmade in Serbia. She mentioned that she has been successfully running her business for over ten years, creating unique pieces that blend traditional techniques with contemporary needs, based on traditional Serbian weaving techniques. She emphasised that her work, which uses natural fibers and hand-extracted pigments, promotes slow fashion and sustainability. Marija highlighted her commitment to empowering women by hiring those from less employable social categories in Serbia. She also shared that her brand has been internationally recognized, with presentations at numerous global exhibitions and fashion shows. She concluded with a statement “Be a strong and magnificent woman! Be beyond the mundane that bothers others.”

Ms. Rita Canarezza, artist and cultural operator from San Marino, took the floor discussing her long-standing involvement in the BJCEM network since 1993, promoting San Marino’s participation in the Biennial of Young Artists of Europe and the Mediterranean. She highlighted her role in coordinating the XIX Biennial event – School of Waters, held in San Marino in 2021, which focused on sustainability and artistic engagement with the environment. Canarezza also shared that during her career she had the chance to coordinate numerous international projects, particularly with small realities, exploring themes of identity, borders, and cultural exchange. These projects, she noted, focus on small states and the Adriatic-Ionian and Mediterranean regions.

For Montenegro, Ms. Jelena Đukanović, designer specializing in textile cultural heritage, started her discussion by sharing her entrepreneurial journey, which began after a difficult period marked by the war and economic collapse in Yugoslavia. She decided to apply what she had studied in university by launching her own business, focusing on the ecological issue of accumulating sheep’s wool in nature. Her project, All the Colors of Montenegro – Dying Wool with Vegetable Dyes, brings together artists, technologists, ethnologists, botanists, professors, and students to creatively address this problem. The project transforms waste wool into applied art, paintings, and sculptures using traditional artisan textile techniques. 

Ms. Matea Benedetti, stylist and founder of Benedetti Life (Italy-Slovenia), highlighted the urgent need for sustainability in the fashion industry. She pointed out that many people still don’t fully understand the concept of sustainability, stressing that the industry must reconnect with nature to restore balance. Fashion, she noted, is one of the three most polluting sectors, alongside transportation, and significant change is needed. Benedetti also emphasised that Italy’s strong position in the global fashion industry offers an opportunity to foster collaboration with Slovenia, helping to drive sustainable innovation in both countries. 

To conclude, Ms. Mensura Susic, Director of Empress Ltd in Bosnia and Herzegovina, highlighted the role of EU funding and how they have been crucial for Empress, enabling them to innovate and create in-house brands like “Queen of Garden,” which focuses on high-quality, functional gardening attire. She emphasised that this support has allowed the company to use modern materials, align with European standards, and strengthen its market position. Additionally, she highlighted how EU funds have empowered female entrepreneurship by offering tailored products for women in outdoor roles, contributing to a shift towards creativity in Bosnia-Herzegovina’s textile sector. She also noted Empress’s commitment to sustainability, through certifications and partnerships with local schools to equip students with skills in digitalization and resource efficiency.

Conclusions and Final Remarks

The Regional Councillor for Labor, Training, University, and Research, Ms. Alessia Rosolen, concluded the event alongside the President of the Venezia Giulia Chamber of Commerce, Mr. Antonio Paoletti, and the President of Forum AIC, Mr. Gino Sabatini, by summarising the key takeaways and main highlights of the event.

Paoletti emphasised that the congress served as a preview of GO!2025, showcasing inspiring speeches from women entrepreneurs. He highlighted the sense of community fostered through the event, where participants shared their experiences across various sectors, which he noted as a crucial factor for the growth of women’s entrepreneurship.

Sabatini took the floor, emphasizing the importance of regional cooperation from economic, political, and social perspectives. He acknowledged that each country in the Adriatic and Ionian region has its own distinct institutional model, but highlighted that this diversity has not hindered the ability of the chamber of commerce network to unite 4 million enterprises. Sabatini stressed the value of collaboration in fostering growth and strengthening entrepreneurship across the region. 

Rosolen highlighted the importance of the culture and creativity sectors, which are supported through public and private investments and training initiatives aimed at tourism hospitality. These sectors also benefit from regional projects that promote female entrepreneurship and employment growth in Friuli-Venezia Giulia. Rosolen emphasised that we are witnessing the fastest industrial revolution ever, requiring a dual focus: advancing in digital and AI technologies while addressing their impact on traditional professions. The region’s approach is systemic, aiming for long-term development through specialised technical and professional training pathways.

8th November, Study Visits

On November 8th, the entrepreneurs participated in two study visits in the Gorizia area, co-organised with the Venice Giulia Chamber of Commerce. The first visit took place at the Merletto Goriziano Showroom, where attendees delved into the tradition and technique of the renowned lace-making craft, an art form steeped in local history and artisanal expertise. Later in the morning, the entrepreneurs visited the Castelvecchio Agricultural Estate at the invitation of Mirella Terraneo della Valle, the owner, who had already introduced her business during the first panel of the conference. The visit offered a chance to explore the picturesque Ungaretti Park and the vineyards that produce the esteemed Castelvecchio wine, showcasing a harmonious blend of landscape, tradition, and entrepreneurial spirit.