TJ Villamil (eMerge Americas): The Belgrade-Miami Route Will Improve Services and Open Doors for Tourism and Investment

He adds that this is a great opportunity for both sides to join forces, especially in the IT innovation sector. eMerge Americas is Florida’s leading tech platform aimed at connecting innovative companies from around the world with Miami.

Villamil says this is his first time in Belgrade and that he learned much more about Serbia when former ambassador to the U.S. and current Serbian Foreign Minister Marko Djuric came to Miami International Airport about a year ago and began working on establishing the direct flight.

"Since then, we’ve strengthened our relationship and have a great opportunity ahead of us. We also sent Emir Pineda from Miami International Airport, and I know he recently visited here to discuss the direct flight. So, we are very grateful that Air Serbia has now, I believe, put Miami at the top of their list, which we think will act as a catalyst," Villamil emphasized.

Opening a Florida Office in Belgrade

He recalled that the Secretary General of Serbia’s Ministry of Foreign Affairs attended the eMERGE tech conference a few months ago.

"All these things are really important for strengthening the relationship, building ties, and truly improving economic and cultural connections. And I can tell you, the next step is definitely opening an office in Miami, and then for the State of Florida to consider opening a representative office here. Because opening this office would send an important message to the market, to Florida, to its leadership, and, of course, to the city and county," said Villamil.

He added that Serbia opening such an office would benefit both sides.

"Not just for us to gain access to this incredible and growing market, but also for Serbia to take advantage of all the growth happening in Florida. And it’s not just about economic growth – it's also about culture, society, and even politics, because Mar-a-Lago isn’t far from Miami. That’s why I think opening an office in Miami would be extremely beneficial, and we would be deeply honored to have Serbian representatives in Miami and Florida," he said.

On a Possible Florida Business Office in Belgrade

Villamil noted that both the Serbian and Florida economies have grown and diversified significantly.

"I think for Florida’s future, we need to be much more global, and we need to be present in fast-growing and exciting markets like Serbia and Belgrade. I think it would be amazing for Miami and the State of Florida to have a presence here and to tap into all the talent and growth you are experiencing in sectors that align closely with those in Florida," he added.

"What’s happening in the U.S. is a tech and innovation boom, and a productivity boom, which is generating a lot of wealth. So, now there’s a lot of capital in Florida and South Florida. And I think they’re looking for places to invest that wealth where they know they’ll get good returns. And I believe the Serbian market, its IT companies, and businesses offer a very interesting and different opportunity – especially considering the stagnation in the Eurozone," he said.

He praised the Serbian diaspora and their investments in Florida, emphasizing that they are an important part of the local economy.

A Direct Flight Sends a Strong Business Message

Villamil believes that the direct Belgrade-Miami flight would be "transformative by nature" and adds that "direct flights have a long-term economic impact and bring prosperity."

"We know that establishing a direct flight sends a very strong business signal to both markets – to Florida and Serbia. And then, of course, to the broader region, the wider Balkans. Florida is a gateway to Latin America and the Caribbean. So, first of all, it's a powerful message. Second, we know what comes next – tourism. We love to see people flow. With the World Cup coming to Miami next year, and with EXPO 2027, and of course, with eMerge Americas right in the middle, there will be a lot of tourism flows. Then come business flows, trade, and cargo transport," he said.

He pointed out that Miami is the number one international cargo airport, and this is also an opportunity for Serbia.

"Florida is an amazing double gateway. We have access to two markets – the large Florida market with a $1.7 trillion GDP, 23 million residents, and 143 million tourists annually. So, if a Serbian product is in Florida, it’s like advertising to the whole world. We also have access to the Caribbean and Latin American markets. Finally, from that direct flight, you get tourism, then trade, and finally foreign direct investment – what we call the golden goose. And we believe this direct flight will be mutually beneficial to both economies. We’re honored by the leadership on both sides that has made these exchanges possible," Villamil emphasized.

Serbian IT Sector Is Outstanding

Answering a question about Serbia’s IT sector, he said it is globally recognized.

"I think what you’ve all achieved is truly remarkable as a market and an economy. It’s clearly a matter of culture, but also of talent. You have an incredible talent pool that the world really recognizes. And with all the productivity gains from AI, I think countries like Serbia will benefit enormously because you can do more with less. You can become a much larger company with fewer people and be much more productive. I think the Serbian IT sector is outstanding," he stated.

He added that Serbia has "a great gaming technology sector," which is also strong in Florida through modeling and simulations.

"I believe this is a great way to connect both ecosystems, given our growth trajectories. I believe that by this time next year, at eMerge 2026, we will see many Serbian IT companies. eMerge is an incredible platform for Serbian companies interested in entering the Florida market – a large, strong, and growing market – and selling their products and services in Latin America. We offer great market access, and the other exciting thing we have is a lot of capital. We have a lot of investors, many family offices, a lot of wealth," he said.

Villamil acknowledged that people are often afraid of international expansion because it seems costly, but Florida is easy to do business with.

"All you need to do is register a company – what we call an LLC. It’s not expensive, not hard, and it gets you started. You might not be ready to operate there yet, but at least everything is set up and ready," he concluded.

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