Jelena Jovisic

Jelena plans every Borova journey with the same care she would if friends were coming to visit the Balkans for the very first time. A former member of Serbia's national mountaineering team, she has climbed across the Himalayas, the Caucasus and the Alps. Those experiences shaped how she thinks about travel: every itinerary should feel personal, unhurried and built around the people taking it—not the other way around. Today, she works closely with every traveler, carefully matching routes, local partners and experiences to create journeys that feel personal, seamless and true to the people taking them.