In Serbia, the “Amazon of Europe” Day was celebrated with key media representatives on 14th July. In the form of an informal brunch, journalists were invited to enjoy the cosy atmosphere of one of the finest restaurants on the waterfront in Belgrade, enjoying a spectacular view on the Danube, the “Amazon of Europe” and the Kalemegdan fortress.

Journalists were invited to hear about the importance of preserving the “Amazon of Europe” and nature conservation in general. Goran Sekulic, policy officer form WWF Adria, explained in detail the significance of riverine and aquatic ecosystems. One of the guests, Dr. Goran Milasinovic, President of the Commission of the Republic of Serbia for Cooperation with UNESCO, mentioned that Serbia will submit the application for the nomination of the Serbian Biosphere Reserve.
Milica Stefanovic, Senior Public Affairs and Communication Manager in the Coca-Cola Company, who also joined the media brunch, explained that it is paramount to Coca-Cola to be a responsible company. Therefore, as Coca-Cola uses natural resources, in return they support nature conservation organisations and initiatives.

At 3 pm, a few brave supporters jumped into the Danube, followed by the appearance of the  Rowing federation, who gathered in front of the restaurant in their canoes to spread out a banner, stating "Save rivers, so that they can save us!"