PROJEKTRA took part in GITEX AI EUROPE 2026, Europe's largest technology, AI, and startup event, held from 30 June to 1 July 2026 at Messe Berlin. The second edition of the event brought together thousands of tech leaders, founders, investors, and decision-makers from more than 100 countries, once again confirming Berlin's role as one of Europe's fastest-growing innovation capitals.
The focus of this year's appearance was clear: seeking partnerships, promoting technology solutions, and connecting with the European business and investment environment. Participating in one of the most prestigious tech events on the continent further underlines PROJEKTRA's strategic commitment and the strengthening of its position in the national market, with a clear direction toward the next steps: international expansion, the export of services, and building a recognizable technology and service identity for the PROJEKTRA brand.
The Untapped Nearshore Potential: A Paradox in Bosnia's IT Sector
The Berlin appearance also opened up a broader, strategically important topic for the entire region. The European Union increasingly talks about nearshore potential, the opportunity to keep software and digital services geographically, culturally, and time-zone close, rather than offshoring them to other continents. Bosnia and Herzegovina is one of the most valuable, yet most overlooked, assets in this equation.
The Bosnian market offers educated, experienced, and technically excellent professionals, but the EU too often looks past them. The result is a paradox familiar to every technology company in the region: firms based in Bosnia frequently find it easier to secure partners and projects in the United States than in the neighboring European Union. The talent is there and the quality is proven, but structural barriers and a lack of visibility send Bosnian expertise across the ocean instead of integrating it into a shared European market.
PROJEKTRA's message in Berlin was a direct challenge to that inertia: the EU should actively work to include Bosnia and Herzegovina in its market, not out of solidarity, but out of its own interest in accessing high-quality, competitive talent.
Software as the Ideal Product for Market Integration
PROJEKTRA argues that software can be the ideal product for market integration, and not only as a finished product, but as a digitization opportunity. Digital solutions simplify procedures, accelerate processes, and minimize bureaucracy, directly removing the very obstacles that slow down the connection between the Bosnian and European business environments.
This is where the company's approach comes into focus. PROJEKTRA approaches digital transformation through a design thinking methodology, placing real user needs at the center of development, mapping processes, and building solutions that simplify everyday work rather than complicate it further. Instead of treating technology as an end in itself, PROJEKTRA uses it as a tool to remove friction between institutions, companies, and markets.
Berlin as a Springboard for International Growth
For PROJEKTRA, participation in GITEX AI EUROPE 2026 was not a one-off appearance, but part of a clear long-term strategy. Through direct meetings with European partners and investors, the company laid the groundwork for:
- international expansion and entry into new markets,
- the export of software and consulting services,
- building a recognizable technology and service identity for the PROJEKTRA brand.
Berlin therefore became another confirmation of the direction the company is heading: from strengthening its position in the national market toward the role of a serious regional player, ready to offer its expertise and solutions to all of Europe.
PROJEKTRA continues to build bridges between Bosnian tech talent and the European market, because the future of a digital Europe must not bypass those who are already able to build it today.