Where Culture Meets Commerce: Entrepreneurial Pathways in Creative Tourism

This project explores how entrepreneurship emerges at the intersection of creativity, culture, and the hospitality industry. Focusing on emerging ecosystems for cultural and creative industries, we study how cultural identities are expressed, negotiated, and preserved through entrepreneurial practices.

By interacting with creative entrepreneurs, such as artists, creators, and cultural producers, the project analyzes how culture is continuously reshaped and given new expressions through experiences and offerings. The research highlights how cultural and creative work both contributes to and reshapes entrepreneurship.

The project also aims to understand the needs, resources, and support structures required to strengthen cultural actors and contribute to more robust and sustainable ecosystems. Through storytelling, research dissemination, and practical tools, the project aims to support actors in cultural and creative industries and the hospitality industry to develop long-term sustainable and creative businesses.

Particular attention is paid to small and medium-sized enterprises (SMEs) and their importance for regional development, not least in rural areas, while highlighting the tensions that can arise between artistic integrity and commercial demands.