Written by Minela Pašović, Marketing Manager at Softray Solutions
When I first heard we’d be joining GITEX Europe in Berlin this year, I knew it would be big. But I didn’t expect it to feel this personal.
Representing Softray alongside our CEO Jasmin Vesnić and COO Tijana Tubić, I wasn’t just there to promote our work, I was there to tell a story. A story about how a company from Sarajevo is helping reimagine healthcare experiences through tech, and why that matters now more than ever.
What Made GITEX Europe Stand Out?
GITEX Europe made its debut this May in Berlin as the newest addition to the world-renowned GITEX ecosystem — and it didn’t disappoint.
Over four packed days, Berlin transformed into a playground for innovation, bringing together 30,000+ attendees, 900+ exhibitors, and voices from every corner of the digital economy.
With tracks ranging from AI, energy, and cybersecurity to government tech, future mobility, and digital health, GITEX Europe delivered not only scale, but substance.
GITEX wasn’t just a sea of booths and buzzwords. It was a place to connect with people asking real questions:
How do we make care more human in a digital world?
How do we modernize systems without losing the trust of those who rely on them every day?
How can AI improve—not replace—the way we deliver services?
Digital Health That Speaks Human
As someone working in marketing, I often live in that intersection between storytelling and substance. And in Berlin, I saw just how powerful it is when both align.
We came with solutions that work.
Platforms hospitals can adopt without tearing down their entire infrastructure.
Interfaces designed with the belief that doctors and patients deserve better digital tools.
The conversations we had reflected that. People weren’t just interested in our tech. They were curious about our approach — how we balance systems with stories, and automation with intention.
A Proud Moment for Our Region
Being part of the Bosnia and Herzegovina delegation, brought together by BitAlijansa, made it even more special. We showed up with pride, unity, and a quiet confidence that yes, world-class innovation does come from our region.
A huge shoutout to Kristina Erak, Hamza, and Zerina for making this happen. GITEX was global, but our presence was deeply personal.
The Questions That Kept Coming Up
In the sea of innovations, certain themes kept bubbling up in conversations — ones that align with our own mission:
How do we make healthcare systems more connected without overwhelming users?
What does digital trust look like when systems handle sensitive data every second?
At Softray, we don’t pretend to have all the answers. But we’re committed to asking the right questions — and building with integrity.
From Berlin to What’s Next
I came back from Berlin inspired by the conversations we had, and by the future we’re helping shape.
One where technology empowers care, not complicates it. And one where marketing isn’t about noise, but about clarity, trust, and impact.
From Sarajevo to Berlin and beyond: we’re here, we’re building, and we’re ready for what’s next.
