{"id":24999,"date":"2025-06-17T13:40:22","date_gmt":"2025-06-17T13:40:22","guid":{"rendered":"https:\/\/www.diasporaportuguesa.org\/?p=24999"},"modified":"2025-06-17T13:40:23","modified_gmt":"2025-06-17T13:40:23","slug":"interview-with-joao-pita-costa-pay-attention-to-what-slovenia-has-to-offer-jornal-de-negocios","status":"publish","type":"post","link":"https:\/\/www.diasporaportuguesa.org\/en\/news\/interview-with-joao-pita-costa-pay-attention-to-what-slovenia-has-to-offer-jornal-de-negocios\/","title":{"rendered":"Interview with Jo\u00e3o Pita Costa: “Pay attention to what Slovenia has to offer” | Jornal de Neg\u00f3cios"},"content":{"rendered":"\n

As part of the partnership between the Portuguese Diaspora Council and Jornal de Neg\u00f3cios, Jo\u00e3o Pita Costa, Senior Investigator at IRCAI – International Research Center on Artificial Intelligence, and Counselor of the Western Europe Regional Hub, was interviewed by Jornal de Neg\u00f3cios. In the interview, Jo\u00e3o Pita Costa discussed his professional journey and identified competitive opportunities for Portugal, its economy, companies, and entrepreneurs in general.<\/p>\n\n\n\n

1 \u2013 WHAT LED YOU TO LEAVE PORTUGAL?<\/strong><\/p>\n\n\n\n

The choice of Slovenia, where I\u2019ve been living for 14 years, gradually matured starting from my Erasmus exchange in 2005, which had a decisive impact.<\/p>\n\n\n\n

Upon returning to Lisbon, I founded and chaired the first AEGEE hub in the city \u2014 an association closely linked to the origins of the Erasmus program. In 2006, we organized one of the most popular events of the year, with representatives from the central hub in Brussels, in partnership with the newly created Porto hub, which I also helped establish. The event was such a success that we even received an award.<\/p>\n\n\n\n

During my Master\u2019s in Mathematics at the Faculty of Sciences, I maintained a strong connection with the Slovenian lectureship at the Faculty of Arts, led by Mateja Rozman. I was actively involved in cultural initiatives related to the Slovenian language and culture, helping to coordinate several events \u2014 some formal \u2014 at Mateja\u2019s own invitation, with whom I continue to collaborate. This path eventually led to a PhD in Ljubljana, supported by the Foundation for Science and Technology.<\/p>\n\n\n\n

I began my PhD at the end of 2007, which lasted until May 2012. Along the way, I met my Slovenian wife, Dijana, and from that point on, it was clear that Slovenia would become a destination \u2014 much more than just a passing phase. Today we have two children, Samuel (10) and Aurora (5), and we live in Ljubljana. We\u2019ve been running a Portuguese\u2013Slovenian magazine \u2014 Sardinha<\/em> (www.eSardinha.eu<\/a>) \u2014 for over 10 years, and we travel to Portugal frequently, mainly in the summer, to Caparica, where I\u2019m from and where my parents and sister still live.<\/p>\n\n\n\n

2 \u2013 WHAT ADVANTAGES OR DISADVANTAGES HAS THE FACT THAT YOU ARE PORTUGUESE BROUGHT YOU?<\/strong><\/p>\n\n\n\n

It\u2019s interesting to note that Slovenians, who are used to traveling \u2014 often long distances, even by bike or hitchhiking \u2014 are well aware of the difference between Portugal and Spain. And, unlike in many neighboring countries, they show a clear preference for Portugal and the Portuguese language, even before the country became a popular destination.<\/p>\n\n\n\n

Being Portuguese in Slovenia is something exotic and generally well received. Many Slovenians \u2014 as well as Croatians, Italians, Austrians, and Hungarians \u2014 greatly appreciate our culture. They know more about Portugal than just Cristiano Ronaldo. Even today, when I went to switch from winter to summer tires (which has to be done twice a year by law), the mechanic knew that it had snowed in Madeira in March. These kinds of surprises often come up in everyday conversations.<\/p>\n\n\n\n

There are only a few of us living here (around 50), which helps preserve a certain mystique around Portuguese culture. Even so, many have already visited Portugal \u2014 some multiple times \u2014 and there are people who speak fluent Portuguese, which has been a great asset in maintaining a bilingual cultural magazine, created solely through volunteer work.<\/p>\n\n\n\n

3 \u2013 WHAT OBSTACLES DID YOU HAVE TO OVERCOME AND HOW DID YOU DO IT?<\/strong><\/p>\n\n\n\n

The main obstacle is the language \u2014 although my work in technology doesn\u2019t require Slovenian, and in Ljubljana many people speak good English, Italian, or German. The difference in temperament is often mentioned as a limitation by fellow Portuguese, although Slovenia has a volatile mix of temperaments: more reserved in areas closer to Austria and Hungary, and more open near Italy and Croatia.<\/p>\n\n\n\n

However, the biggest challenge is the distance from family in Portugal, especially with the rising cost of flights. It\u2019s essential to ensure that the children spend time with their grandparents and uncles and aunts, maintaining a strong connection to the Portuguese language and identity.<\/p>\n\n\n\n

At home, we watch Portuguese television and read Portuguese books, and we regularly meet with other Portuguese\u2013Slovenian families. Together, we apply strategies to keep the Portuguese language alive among the children \u2014 and also among the adults.<\/p>\n\n\n\n

4 \u2013 WHAT DO YOU MOST ADMIRE ABOUT THE COUNTRY YOU ARE CURRENTLY IN?<\/strong><\/p>\n\n\n\n

There is a contagious love for travel, with bars that encourage storytelling of adventures (potopis<\/em>); a close connection to nature, including hikes through alpine mountains and postcard-like lakes; and a culture that values quality of life over financial wealth \u2014 which is why the country is often nicknamed the \u201cSwitzerland of the Balkans.\u201d There\u2019s also a rich cultural life spread throughout the country, which we greatly enjoy by living in the capital, just 15 minutes by bike from most venues.<\/p>\n\n\n\n

The list of benefits is extensive, with highlights including a healthy work culture, the dedication of Slovenians, and the flexibility of a true 8-hour workday that allows parents to be with their children from 4 p.m. onwards. This is made possible by numerous activities \u2014 many of them free and State-supported \u2014 that promote the healthy and balanced development of families. It\u2019s also incredibly easy to hop in the car and, within an hour, have lunch in Italy and visit Miramare Castle, or head down to the Adriatic Sea, which feels like a giant pool with dolphins, or climb postcard-perfect mountains and enjoy a beer at a mountain hut (known as ko\u010da<\/em>).<\/p>\n\n\n\n

5 \u2013 WHAT DO YOU ADMIRE MOST ABOUT THE COMPANY \/ ORGANIZATION YOU ARE IN?<\/strong><\/p>\n\n\n\n

Since completing my PhD, I\u2019ve been collaborating with the Jo\u017eef Stefan Institute (JSI), the Slovenian equivalent of the Gulbenkian Institute of Science, with which I also worked. I\u2019m based in the Artificial Intelligence Laboratory led by Marko Grobelnik and Dunja Mladenic \u2014 long before AI became a popular topic, at a time when it was difficult to even hold a conversation about it outside technical circles. Today, the landscape has changed: many opportunities for AI applications have opened up, but so have legitimate concerns about its risks.<\/p>\n\n\n\n

Since 2022, I\u2019ve been part of the International Research Centre on Artificial Intelligence under the auspices of UNESCO (IRCAI), hosted at JSI and established by Slovenia\u2019s Ministry of Foreign Affairs, with a global reach and partners from S\u00e3o Paulo to Jakarta. The focus is on promoting AI for Sustainability, guided by the 17 United Nations Sustainable Development Goals. In this context, I\u2019ve been conducting applied research in areas such as public health, water and sanitation, and climate resilience, fostering collaboration between governments, research centers, industry, and start-ups.<\/p>\n\n\n\n

Seeing the impact of our work in building technological capacity, training new data scientists in various regions \u2014 including underserved contexts \u2014 and bridging the digital divide has been central to my professional mission. Slovenia plays a leading role in this effort, hosting IRCAI, the first UNESCO center dedicated to AI, in Ljubljana, where the OECD initiative led by Marko Grobelnik is also based.<\/p>\n\n\n\n

6 \u2013 WHAT RECOMMENDATIONS DO YOU HAVE FOR PORTUGAL, ITS ENTREPRENEURS AND MANAGERS?<\/strong><\/p>\n\n\n\n

My main recommendation would be to pay close attention to what Slovenian companies and professionals have been achieving and have to offer. It\u2019s no coincidence that Slovenians are suddenly winning the Tour de France, the Giro d\u2019Italia, and other major cycling competitions around the world \u2014 just as companies like Cosylab (just a few meters from my home) made the first observation of a black hole in space possible with their controllers.<\/p>\n\n\n\n

Though small and sometimes discreet, Slovenia has a solid business fabric that is strategically positioned across various sectors of industry and research, with the potential to deliver impressive surprises. The combination of dedication and agility often translates into remarkable efficiency.<\/p>\n\n\n\n

7 \u2013 IN WHICH SECTORS OF THE COUNTRY WHERE YOU LIVE CAN PORTUGUESE COMPANIES FIND CUSTOMERS?<\/strong><\/p>\n\n\n\n

This is a complex issue, previously discussed with the Portuguese Embassy. Slovenia places a strong emphasis on its local products, which makes it difficult for foreign wines \u2014 including Portuguese ones \u2014 to enter the market, as is also the case with Croatian, Italian, and Austrian wines.<\/p>\n\n\n\n

Coffee, especially when ground for use in Italian-style stovetop makers, could have potential but faces tough competition from well-established brands like Lavazza and Illy, which are geographically close.<\/p>\n\n\n\n

Cheeses and cured meats may have some room for entry, depending on promotion and awareness efforts. I\u2019ve had friends who tried launching a business with fashion items made from cork, but even with the promise of Italian and Slovenian design, they found it hard to gain traction.<\/p>\n\n\n\n

8 \u2013 IN WHICH SECTORS IN PORTUGAL COULD COMPANIES IN THE COUNTRY WHERE YOU ARE WANT TO INVEST?<\/strong><\/p>\n\n\n\n

Equally challenging, but I would say that the tourism sector may hold a certain advantage, along with food and beverages.<\/p>\n\n\n\n

9 \u2013 WHAT IS THE COMPETITIVE ADVANTAGE OF THE COUNTRY YOU ARE IN THAT COULD BE REPLICATED IN PORTUGAL?<\/strong><\/p>\n\n\n\n

It\u2019s a small country with very agile dynamics and excellent capabilities in research and certain industrial sectors. There is much that could be replicated, given the circumstances and characteristics of both countries. And of course, the sustainable and resilient nature of Slovenian policies is an excellent starting point.<\/p>\n\n\n\n

10 \u2013 ARE YOU THINKING OF RETURNING TO PORTUGAL? WHY?<\/strong><\/p>\n\n\n\n

At this stage, I\u2019m quite rooted in Slovenia, and with the children still young, a move wouldn\u2019t be simple. One of the biggest challenges would be maintaining the work\u2013life balance, which could not be compromised \u2014 this would require rethinking the way of working in Portugal to ensure daily time with the children.<\/p>\n\n\n\n

On the other hand, I intend to strengthen collaborations with Portuguese institutions and make greater use of remote work in order to spend more time with family in Portugal.<\/p>\n","protected":false},"excerpt":{"rendered":"As part of the partnership between the Portuguese Diaspora Council and Jornal de Neg\u00f3cios, Jo\u00e3o Pita Costa, Senior Investigator at IRCAI – International Research Center on Artificial Intelligence, and Counselor of the Western Europe Regional Hub, was interviewed by Jornal de Neg\u00f3cios.","protected":false},"author":10,"featured_media":24995,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[],"acf":[],"yoast_head":"\nInterview with Jo\u00e3o Pita Costa: "Pay attention to what Slovenia has to offer" | Jornal de Neg\u00f3cios - Conselho da Di\u00e1spora Portuguesa<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.diasporaportuguesa.org\/en\/news\/interview-with-joao-pita-costa-pay-attention-to-what-slovenia-has-to-offer-jornal-de-negocios\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Interview with Jo\u00e3o Pita Costa: "Pay attention to what Slovenia has to offer" | Jornal de Neg\u00f3cios - 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