There has been a debate lately about how entrepreneurship, innovation thinking, and development are affecting arts and culture. Arts and culture don’t just coexist with innovation, entrepreneurship, and development—they fuel them. Creativity is the foundation of both artistic expression and business innovation. Some of the most groundbreaking ideas come from those who dare to merge the two, blending storytelling with technology, tradition with new business models, and craft-making with contemporary fashion and design.
Several cities across Europe—such as Berlin, Matera, Barcelona, and Amsterdam, just to name a few—didn’t just grow through industry or finance; they invested in culture. They became magnets for entrepreneurs, creative businesses, and visionaries who understand that innovation isn’t just about technology; it’s about identity, experience, and connection. For the arts sector to grow, a shift in thinking is needed—one that includes entrepreneurship as a key part of arts and culture education. By making this shift, we can provide artists with the skills and mindset to innovate, build sustainable careers, and make a greater impact on both the economy and society.
Attending the JA Europe Pan-European Forum for Cultural and Creative Industries on February 12th, 2025, further enhanced this thinking. The Forum brought together stakeholders and partners from various fields such as culture, education, business, technology, and innovation. During the panel discussion, the speakers emphasized the importance of lifelong learning and empowering young people and professionals in the cultural sector to adapt to changes arising from technological advancements as well as social and environmental global conditions. By its nature, the cultural and creative industries sector is cross-disciplinary; therefore, its development requires synergies and an entrepreneurial spirit rooted in ethical principles. Education plays a crucial role in recognizing the uniqueness of cultural goods and services, which possess inherent value beyond the economic aspect. Gaining experiential knowledge, fostering values, and promoting business ethics are key factors in ensuring resilient, fair, and sustainable systems within the cultural and creative industries.
Arts and culture have already been influencing business for years. In a world that is evolving so rapidly, it is time to reimagine the linkages between artistic works, urban spaces, and wellbeing to generate ideas that will bring societal and cultural impact. If we look around us, Europe has been investing in this cultural development for years, investing in ‘cultural tourism’—or often referred to as heritage tourists, arts tourists, experiential travellers, or cultural travellers. These are people who travel to explore and experience a destination’s history, traditions, art, music, food, and way of life.
As the main stakeholders guiding young people on this journey, we have a responsibility to ensure that ethical entrepreneurial behavior is the foundation of everything they do. Innovation without ethics is just disruption, and progress without integrity is short-lived. The next generation of entrepreneurs must learn not just how to build businesses, but how to build them with purpose—respecting people, the environment, and the cultural fabric that gives their ideas meaning. It’s up to us to lead by example, showing them that true success isn’t just about financial growth, but about impact, responsibility, and a vision that extends beyond themselves. The best innovations don’t erase culture—they amplify it. And in a world, that’s moving fast, the real game-changers are the ones who understand that progress isn’t just about what we build, but about the stories we tell while building it.
Thekla Papantoniou, Officer, Cyprus National Commission for UNESCO
Antigoni Komodiki, CEO, JA Cyprus
