LocationsContinuation of the "Vlasina - Pure Love" project announced
The Power of Nature - Community Collaboration in Preserving the Exceptional Landscapes of Vlasina
October 14, 2025
Photo: UNDP Serbia
Vlasina, October 14, 2025 - The Coca-Cola system and United Nations Development Programme (UNDP) today announced the continuation of the “Vlasina – Pure Love” project, to be implemented in partnership with the Office of the Minister without portfolio in charge of improving the development of underdeveloped municipalities, the Municipality of Surdulica, and the Tourist Organisation of Surdulica. The project aims to contribute to the preservation and enhancement of the protected areas of Vlasina and Vardenik.
Under the slogan “The Power of Nature - Community Collaboration”, the project will focus on research and protection of biodiversity, restoration of wetlands, and promotion of sustainable tourism. This new phase comprises three main components - field research, monitoring and protection of endangered species such as brown bears, dormice, and the sundew plant, restoration of wetland habitats and stabilisation of eroded shorelines, as well as the development of sustainable local tourism and tourist infrastructure by refurbishing and digitising 40 km of hiking trails, including a specially designed educational trail developed in collaboration with the Mountaineering association of Serbia. The initiative will also involve local hospitality businesses and tour guides as ambassadors for the protected area and develop educational materials for visitors to encourage safe and responsible behaviour in protected zones.
Photo: UNDP Serbia
Saša Marković, General Manager of Coca-Cola HBC Serbia and Montenegro, emphasised that the “Vlasina – Pure Love” project highlights the importance of long-term partnerships in caring for the community and the protected areas of Vlasina.
“We are proud that the project is now bringing together an increasing number of partners, from institutions within the local community to international organisations. It encompasses not only support for developing tourist infrastructure but also nature conservation and raising awareness about responsible behaviour in protected areas”, said Marković. He also noted that the continuation of the project coincides with the anniversary of the “Vlasinka” bottling plant. Since joining the Coca-Cola system in 2005, over €29 million has been invested in modernising the plant, which employs more than 140 people.
Yakup Beris, UNDP Serbia Resident Representative highlighted that this initiative demonstrates the importance of partnerships between the public and private sectors, local communities, and international organisations to promote sustainable tourism that creates new long-term economic opportunities while preserving nature and biodiversity. "Vlasina and Vardenik, as areas of exceptional features, are globally important for water and biodiversity conservation, and it is our obligation to preserve them for future generations. At the same time, our goal is to attract visitors and enable them to discover the natural treasures of this region, to create new opportunities for the development of local tourism and hospitality", emphasised Beris.
"The preservation of natural treasures and the development of local communities are two inseparable goals that represent tremendous potential for progress. Vlasina is one of the most beautiful regions in Serbia, but it is also a valuable resource whose potential we must preserve and use wisely. This is why the continuation of the project 'Vlasina – Pure Love' is extremely important, as it demonstrates how partnerships between the government, private sector, and local communities yield tangible results. The Office of the Minister without portfolio in charge of improving the development of underdeveloped municipalities is pleased to support this initiative, and we 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", stated Novica Tončev, Minister without portfolio in charge of improving the development of underdeveloped municipalities.
"For the municipality of Surdulica, the project 'Vlasina – Pure Love' holds multiple significances, from biodiversity conservation and the enhancement of tourist infrastructure to creating new opportunities for local development. Investing in nature is an investment in the future of our municipality and the quality of life for our citizens. We are grateful to the The Office of the Minister without portfolio in charge of improving 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 in Vlasina but throughout the entire southern region of Serbia", emphasised medical doctor Aleksandra Popović, President of the Municipality of Surdulica.
The project builds on the successful results of the "Vlasina – Pure Love" initiative, launched in 2021, and continues the partnership between the Coca-Cola system, UNDP, the Municipality of Surdulica, the Office of the Minister for the Development of Underdeveloped Municipalities, and the Surdulica Tourism Organization.
The continuation of the project, to be implemented until the end of 2026, was symbolically announced through a volunteer action involving the transplanting of native trees and the restoration/revitalisation of wetland habitats around Lake Vlasina. The initiative included employees of the Rosa water bottling plant "Vlasinka", Coca-Cola system employees, and other representatives of the local community, under the guidance of the Faculty of Natural Sciences and Mathematics of the University of Niš, all sharing the goal of stabilising eroded soil and preserving the unique natural wealth of this area.
