Author: Aurela Kadriu, sociologist, researcher and cultural manager

Think of a self-made industry that hasn’t even called itself by a name for over two decades, yet continues to grow and thrive passionately against all odds. That’s Kosovo’s creative industry. Evolving for more than twenty years in a scattered manner -- from individuals starting in small studios to building world-class brands -- it is now coming together to shape Kosovo’s international image.

Passion, commitment, and talent form the foundation of what is showing true potential to grow into a sustainable creative industry in Europe’s youngest country. Although the term is relatively new in local public and institutional discourse, the creative industry has always existed in Kosovo and is steadily expanding.

Often overlooked by both the global market and local institutions, Kosovo’s creative workers have led the development of the sector from within, while promoting it abroad. From leading marketing and advertising firms to artistically qualitative music and film festivals, Kosovo’s creatives have simultaneously invested in self-development, built strong networks, and put Kosovo on the international map.

A Rising Economic Force

Despite limited institutional support, Kosovo’s creatives are gaining global visibility and fueling local employment. The creative industry represents one of the most promising sectors for economic growth in Kosovo. According to recent statistics, it contributes 2.35% to Kosovo’s GDP and employs over 19,000 people—accounting for 5.2% of the national workforce. This makes it the ninth-largest sector in terms of employment, surpassing the information technology sector and several traditional industries.

From high quality marketing and advertising to fashion design, film, music, performing and visual arts, Kosovo’s creative professionals have worked with dedication to increase both their quality and reach. They’ve built strong local and global networks, positioning themselves at the heart of the country’s economic growth and serving as some of its finest ambassadors.

Kosovo now hosts some of the most internationally recognized film, animation, music, and performative arts festivals -- drawing artists and audiences from across the globe, and sending a piece of Kosovo out into the world. Meanwhile, Kosovo’s marketing and advertising firms have produced compelling campaigns for major international brands, and the country’s fashion designers have dressed some of the world’s most iconic and celebrated public figures. All this stands as evidence that the talent and drive are here, and they are growing. What’s needed now is greater international and local recognition.

Building the Future: Strategy, Support, and Sustainability

Initial steps toward building a sustainable environment for Kosovo’s creative industry have already been taken, with Kosovo’s government initiating the development of a national Strategy for Creative Industries. The process has brought together leading international organizations working in Kosovo, diplomatic missions, creative industry professionals, and state institutions, namely, the Ministry of Culture, Youth and Sports; the Ministry of Industry, Entrepreneurship, and Trade; and the Ministry of Education, Science, Technology and Innovation.

These stakeholders are doing a scanning of the situation on the ground, considering best practices and contributions by industry leaders across sectors such as marketing, radio, television, film, music, and performing arts who have gained central positions in the country’s cultural and economic development, each in their respective fields. Informed by the best practices from the ground, this strategy aims to acknowledge past achievements while building the legal and administrative framework needed to support, enable, and expand the creative industry in Kosovo.

This development marks a key milestone for the sector, especially in light of the EU’s 2024 decision to lift the visa regime for Kosovo, allowing citizens to travel visa-free across Europe.

Together with Kosovo’s inspiring youth (the youngest population in Europe) -- driven by exemplary passion, creativity, and commitment -- the country’s creative industry does not only make for a very attractive industry to look at, but also a great opportunity for international investment.

Kosovo’s creative industry is here to stay, and ready to break into the global market. We are coming!