Within the WIN project, the first free educational workshops of the WOMEN’S ETHNO HUB were held in Loznica

Within the WIN project, the first free educational workshops of the WOMEN’S ETHNO HUB were held in Loznica

24.09.2025

The Association of Business Women in Serbia (ABW Serbia), within the European project WIN – Improving the position of Women in the labour markets of peripheral INdustrial regions, organised free educational workshops in Loznica. The trainings were held on 22 and 23 September 2025 at the Smart City Loznica Innovation Startup Centre, with the support of the City of Loznica and the Tourist Organisation Loznica.

The aim of these workshops was to provide women in Loznica, including women entrepreneurs and unemployed women, with contemporary skills in the fields of digital marketing and artificial intelligence, enabling them to improve their businesses and become more competitive in the labour market. Participants had the opportunity to become familiar with the basics of digital marketing, learn how to use artificial intelligence tools to promote their products, and develop their skills through practical exercises.

One of the main focuses of the trainings was the development and promotion of ethno-products, artisanal and rural services, which are specific to the area of Loznica and the surrounding regions. The importance of digital presence and the use of social media, as well as tools such as AI (artificial intelligence), for more effective and creative online presentation of products and services was emphasized.

Tijana Sekulić, CMC consultant, trainer and certified AI manager, led the workshops and introduced participants to tools for digital promotion, including the application of artificial intelligence in creating content for social media. As she highlighted, the goal of the workshops was to provide women with knowledge on how to reach end consumers and improve their online presence, which is today crucial for the survival and growth of any business.

Dragana Panajotović, Executive Director of ABW Serbia, emphasised that this project places particular importance on connecting different generations of women, as well as supporting those who are already active in the labour market and wish to upgrade their skills and become more competitive. Through the mentoring that will follow in the coming months, women will have the opportunity to work on concrete projects, such as the creation of online promotional catalogues, further enhancing their market opportunities.

With the support of the City of Loznica and the Tourist Organisation Loznica, the project also aims to develop tourism in this region by promoting local ethno-products and artisanal services, which have so far not been sufficiently visible in the wider market. In addition, the establishment of social enterprises is planned, contributing to the economic and social sustainability of Loznica and the surrounding area.

The trainings enabled women to improve their businesses through digital tools and AI technology, while at the same time laying the foundations for further development and strengthening of the women’s entrepreneurial scene in Loznica.