This centre is in one of the most requested business locations in Belgrade. The GTC 19th avenue business and retail complex is a place where the newest trends in architecture meet modern building technology. Other companies located here include international names from the financial, cosmetics, engineering, technology, government and voluntary sectors. New Belgrade is the most densely populated area of Serbia's capital, on the left bank of the Sava river. In recent years it has become the city's financial centre. Belgrade is a large industrial, commercial, tourist, cultural, educational and political hub and an important 1.7 million-customer market. It is developing at a vigorous rate into one of the most attractive investment locations in this part of Europe attracting billions of dollars in direct foreign investments, primarily in the service sector, such as banking, retailing and telecommunications, but also in other industries such as property development and manufacturing.