From Serbia to Dubai: Stefan Mijailović’s Bold Hospitality Rise
In the ever-evolving world of hospitality, some names carve their way to success not through privilege or pedigree, but through sheer resilience, bold vision, and a heart for people. One such name making waves in Dubai’s dynamic hospitality scene is Stefan Mijailović — a Serbian-born entrepreneur whose story is both inspiring and deeply relatable.
With over 16 years of hospitality experience under his belt, Stefan has journeyed from humble beginnings in Serbia to building a consultancy in one of the world’s most competitive F&B landscapes — Dubai. His story serves as a beacon for anyone daring enough to dream beyond their circumstances.
From Steward to Hospitality Visionary
Stefan’s introduction to hospitality wasn’t born out of childhood ambition or a grand plan. It started quite simply, like it does for many — a need to earn some extra income during university. The most accessible job available to him at the time was as a steward at a restaurant called Timeout in Serbia. What began as a way to pay for his studies soon became something far more profound.
Over time, he found himself drawn to the energy, creativity, and connection that the hospitality world offered. The dynamic nature of the industry and the opportunity to meet people from different backgrounds captured his attention. That part-time job ignited a passion that would lead him to a lifelong career.
“That was 16 years ago, and it’s what set me on the path I am still on today,” Stefan reflects.
Navigating Challenges Without a Traditional Path
One of the most inspiring aspects of Stefan’s journey is how he broke into an industry often dominated by graduates from prestigious hospitality schools like Les Roches and Glion. Without a traditional background or formal education in hospitality management, Stefan had to learn everything on the job — often through trial and error.
“I had to work twice as hard to prove myself,” he admits.
Moving to Dubai presented another steep learning curve. The standards, competition, and expectations in the UAE’s F&B scene are unlike anything he had experienced before. But rather than being deterred, Stefan used the challenge as fuel to grow, adapt, and sharpen his vision.
Career Milestones That Changed Everything
Among Stefan’s proudest achievements is his time with Mandarin Oriental Jumeira in Dubai, a luxury hospitality brand known for its excellence. After two years with the company, he was selected for the MO F&B Management Training program — a coveted opportunity typically reserved for elite hospitality graduates.
Stefan made history as the first individual without a traditional hospitality school background to be accepted into this prestigious program. This recognition wasn’t just a career boost but a validation of the hard-earned skills, experience, and relentless dedication he had poured into his craft.
“That gave me a massive boost and showed me that anything is possible if you look at it from every angle,” says Stefan.
Launching Forty Three: A Vision Turned Reality
In March 2024, Stefan took a bold step forward by launching his own consultancy company, Forty Three. The venture was born out of a clear vision to provide comprehensive, all-in-one solutions tailored to restaurants, coffee shops, bars, and any F&B outlet aiming to thrive in a competitive market.
Forty Three’s services include:
- Restaurant consultancy
- Branding and marketing
- Recruitment services
- Concept creation
Clients can either opt for a complete package or pick individual services according to their needs. But what makes Forty Three truly stand out is its heart-led mission. Stefan dedicates 4.3% of the company’s revenue (not profit) to helping those in need — a value he actively encourages in everyone he works with.
“We are more than just a business; we are about giving back and creating impact,” he emphasizes.
A New Chapter with KICA Group
As if running a growing consultancy wasn’t enough, Stefan recently embraced a new challenge by joining KICA Group as their Business Development Manager. KICA Group is the parent company of The Planet Entertainment, one of Dubai’s top-tier events and entertainment companies.
Though Stefan keeps most details under wraps for now, he hints at exciting projects and collaborations on the horizon that align closely with his passion for hospitality, entertainment, and strategic growth.
“It’s an opportunity that fits perfectly with my vision and experience,” he shares.
A Life Philosophy Rooted in Resilience
Throughout his career, Stefan has been guided by a powerful personal philosophy:
“We can’t control most of what happens to us — people’s actions, unexpected challenges, or even luck — but what we can control is how we respond.”
This mindset has carried him through professional trials and personal growth, teaching him resilience, patience, and the importance of staying grounded. Whether facing career setbacks or navigating a fast-paced, competitive industry, Stefan credits his ability to stay adaptable and optimistic as key to his continued success.
A Vision for Legacy and Impact
Stefan’s ambitions extend far beyond titles and profit margins. At his core, he hopes to leave a legacy of meaningful contribution to the hospitality industry. He envisions raising the standard for how people are treated in business, combining creativity with strategy, and proving that it’s possible to succeed with integrity.
“I want to be known as someone who brought heart into business, empowered others, and showed that with vision and boldness, anything is possible,” says Stefan.
His commitment to impact isn’t limited to professional endeavors. Through Forty Three’s charitable initiatives and his emphasis on community upliftment, Stefan continues to inspire others to lead with purpose.
Words of Wisdom for Aspiring Professionals
For those starting out or struggling to find their place, Stefan offers valuable advice:
“Be patient and trust the journey, even when it feels uncertain. Don’t rush to fit into a mold or compare yourself to others. Your unique path will unfold in its own time.”
He stresses the importance of embracing challenges as opportunities for learning and growth, staying true to one’s values, and keeping sight of the bigger picture.
“Success is about more than titles or profits — it’s about impact, growth, and fulfillment,” he adds.
What’s Next for Stefan Mijailović
As he continues to expand Forty Three and take on his new role at KICA Group, Stefan remains focused on building visibility, developing impactful concepts, and creating meaningful partnerships. The launch of Forty Three’s website and Instagram page is already generating buzz, and upcoming projects promise to further solidify his reputation as a force to be reckoned with in Dubai’s hospitality industry.
In a world where instant success stories often overshadow the importance of perseverance and authenticity, Stefan Mijailović’s journey is a refreshing reminder that hard work, resilience, and heart can open doors you never imagined possible.
Follow Stefan’s Journey:
📸 Instagram: @stefankof
💼 LinkedIn: Stefan Mijailović
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