Kotor, Montenegro, 28 May 2025 – Culture ministries from Albania, Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia and Serbia met today under the Berlin Process and, together with UK Special Envoy to the Western Balkans Dame Karen Pierce, adopted a Joint Declaration that puts the region’s creative economy at the centre of its economic and European future.
Long championed by the United Kingdom, the creative economy of the Western Balkans has taken centre stage in Berlin Process discussions for the very first time, reflecting its growing contribution to inclusive growth, social cohesion and regional cooperation.
Co-hosted by Montenegro’s Minister of Culture and Media Dr Tamara Vujović, British Council Deputy CEO Kate Ewart Biggs and the UK Special Envoy to the Western Balkans Dame Karen Pierce, the forum explored how creative industries can generate skilled jobs, retain talented young people and deepen cross-border cooperation. Creative businesses already outpace many traditional sectors and are natural partners for the green and digital transitions the Western Balkans must complete on their path to EU membership.
At the close of the meeting, the six ministers committed to embed creativity in national growth agendas. The Declaration pledges governments to treat the creative economy as a strategic sector, align the work of culture, education and economy ministries, create stable public-finance lines and incentives that crowd-in private investment, and open access to EU and international funds such as the Western Balkans Growth Plan and Horizon Europe. Ministries aim to turn the region’s cultural richness into a lasting engine of prosperity and regional cohesion.
UK Special Envoy to the Western Balkans, Dame Karen Pierce said:
“The UK’s hosting of the Berlin Process this year underlines our commitment to strengthen cooperation with our partners in the Western Balkans. The discussions we’ve had today, focused on the creative economy, highlight the importance of regional collaboration and the need for long-term investments in areas that will drive sustainable growth, foster social cohesion, and deepen ties across the region.”
“The creative economy can be a driver for growth for all communities. It has immense potential in the Western Balkans. By working together, we can unlock the full potential of this sector, not just for economic benefits, but also as a means of strengthening cultural identity and heritage across the region.
“Today’s adoption of the joint declaration by the Ministries of Culture from the Western Balkans is an important step forward in shaping the future of the creative economy in the region. It’s a clear statement of our shared vision for fostering innovation, promoting sustainable development, and supporting our creative industries as vital contributors to the region’s growth. While each country has its own requirements and ideas, by working together, governments and creative industry across the region can bring even more benefits to their citizens across each and every community.
“We reaffirm our commitment to operationalising the creative economy as a strategic sector for growth. By strengthening collaboration between Ministries of Culture, Education, and Economy, we will ensure that culture and creativity are embedded in national economic plans, innovation strategies, and skills development. This is an investment in the future of the region and its citizens.”
British Council programmes such as Culture & Creativity for the Western Balkans have trained thousands of cultural professionals and financed scores of start-ups, while links with UK institutions have opened new export markets for film, music and design. Building on today’s commitments, the British Council will launch a regional fund later this year to help creative entrepreneurs scale their ideas and reach international audiences, reinforcing the people-to-people ties at the heart of the Berlin Process.
