THE “VLASINA PURE LOVE” PROJECT CONTINUES

THE POWER OF NATURE COMMUNITY COOPERATION IN PRESERVING THE LANDSCAPE OF EXCEPTIONAL FEATURES IN THE VLASINA AREA

The Coca-Cola system and the United Nations Development Programme announced the continuation of the “Vlasina Pure Love” project, which will be implemented in partnership with the Cabinet of the Minister for the Development of Underdeveloped Municipalities, the Municipality of Surdulica, and the Tourist Organization of the Municipality of Surdulica. The aim of the project is to contribute to the preservation and enhancement of the protected areas of Vlasina and Vardenik.

Under the slogan “The Power of Nature Community Cooperation”, the renewed phase will place a special focus on biodiversity research and protection, the restoration of wetland habitats, and the promotion of sustainable tourism. This new phase of the project encompasses three main components. These include field research, monitoring and protection of endangered species such as the brown bear, dormouse, and the carnivorous plant sundew, the restoration of wetland habitats and stabilization of eroded riverbanks, and the development of sustainable local tourism and tourism infrastructure through the restoration and digitalization of 40 kilometers of hiking trails, including a dedicated educational trail developed in cooperation with the Mountaineering Association of Serbia. In addition, local hospitality providers and guides will be engaged as ambassadors of the protected area, and educational materials for visitors will be developed to encourage safe and responsible behavior in protected zones.

Saša Marković, General Manager of Coca-Cola HBC Serbia and Montenegro, stated that the “Vlasina Pure Love” project confirms the importance of long term partnerships in caring for the community and the protected Vlasina area.

“We are proud that the project now brings together a growing number of partners, from institutions within the broader local community to international organizations, and that it encompasses not only support for the development of tourism infrastructure, but also nature conservation and raising awareness of responsible behavior in protected areas,” said Marković, adding that the continuation of the project coincides with the anniversary year of the ‘Vlasinka’ bottling plant. The Rosa water bottling plant ‘Vlasinka’ has been part of the Coca-Cola system since 2005, with more than 29 million euros invested in its modernization to date and over 140 people employed.

Jakup Beriš, Resident Representative of UNDP, emphasized that the continuation of this initiative highlights the importance of partnerships between the public and private sectors, local communities, and international organizations in developing sustainable tourism that contributes to local economic growth while preserving biodiversity. 

“Vlasina and Vardenik, as landscapes of exceptional features, are globally important for water and biodiversity conservation, and it is our responsibility to preserve them for future generations. At the same time, our goal is to attract visitors and enable them to experience the natural treasures of this region, thereby creating new opportunities for the development of local tourism and hospitality,” Beriš said.

“Preserving natural resources and developing local communities are two inseparable goals and represent enormous development potential. Vlasina is one of the most beautiful landscapes in Serbia, but also a valuable resource whose potential must be preserved and used wisely. That is why the continuation of the ‘Vlasina Pure Love’ project is extremely important, as it demonstrates how partnerships between the state, the private sector, and local communities deliver concrete results. The Cabinet for the Development of Underdeveloped Municipalities is pleased to support this initiative and will continue to contribute to its implementation. I am grateful to the Coca-Cola system, with whom we have excellent cooperation, and to UNDP for their long term commitment to Vlasina, as well as to the Municipality of Surdulica, whose engagement shows that development and nature conservation can and must go hand in hand,” said Novica Tončev, Minister without Portfolio in the Government of the Republic of Serbia responsible for the development of underdeveloped municipalities. 

“For the Municipality of Surdulica, the ‘Vlasina Pure Love’ project has multiple benefits, from biodiversity conservation and the improvement of tourism infrastructure to the creation of new opportunities for local development. Investing in nature is an investment in the future of our municipality and in the quality of life of our citizens. We are grateful to the Ministry for the Development of Underdeveloped Municipalities and our partners for their support, and I am confident that the results of this project will be felt not only on Vlasina, but across the entire southern Serbia region,” said Dr. Aleksandra Popović, President of the Municipality of Surdulica.

The project builds on the successful results achieved by the “Vlasina Pure Love” initiative launched in 2021 and represents a continuation of the partnership between the Coca-Cola system and UNDP, the Municipality of Surdulica, the Cabinet of the Minister for the Development of Underdeveloped Municipalities, and the Tourist Organization of Surdulica.

The continuation of the project, which will be implemented through the end of 2026, was symbolically announced through a volunteer action involving the planting of indigenous trees or the restoration and revitalization of wetland habitats in the vicinity of Vlasina Lake. The action involved employees of the Rosa water bottling plant ‘Vlasinka’, employees from the Coca-Cola system, and other representatives of the local community, under the guidance of the Faculty of Science and Mathematics in Niš, with the shared goal of stabilizing eroded land and preserving the unique natural heritage of the area.

About the “Vlasina Pure Love” project

The Coca-Cola system launched the “Vlasina Pure Love” project in 2021 with the aim of strengthening the tourism potential of the region where the Rosa water bottling plant is located.

Following the coronavirus pandemic in 2021, training was provided for hospitality professionals from the Vlasina region to help them improve their tourism offer. In subsequent phases of the “Vlasina Pure Love” project, implemented in partnership with UNDP, 40 kilometers of hiking routes were restored and a new seven kilometer tourist educational trail was created, featuring informative panels that provide visitors with insight into the richness and importance of Vlasina’s biodiversity. All information on the results achieved so far is available at www.vlasina-cistaljubav.rs, as well as on the official “Vlasina Pure Love” Facebook and Instagram pages.