Closing and starting over: Lessons from 2025 and the outlook for the creative industries in the coming year

KIKK Egyesület
Dec 19
4 min read

The end of the year is always a special time: it gives us an opportunity to pause for a moment, look back on the past months and prepare for the challenges ahead. At the Creative Industries Cluster, we believe that this reflection is not to be avoided, but is also a very necessary (self)evaluation process – especially in such a dynamically changing sector as culture and creative industries in 2025.

What did 2025 teach us?

This year has brought many challenges and opportunities for the creative sector. In the shadow of economic uncertainty, cultural and creative businesses have had to rethink their operating models, while the AI revolution has fundamentally changed the nature of content creation and creative work.

For the Cluster, 2025 was a year of strengthening international collaborations. Our EU-funded projects – including DRWO 4.0, CREMEL and C3-WELL – reached new milestones, and our partnerships from Slovenia to Bulgaria to Spain deepened. This year, we welcomed experts from 11 countries to Pécs at the opening event of the DRWO Pilot Environment – I am proud that our city and region are increasingly prominent on the European map of creative innovation.

Global trends to watch out for in 2026

Human and machine: AI as a creative partner

In 2025, artificial intelligence will have finally moved beyond the experimental stage and become part of everyday life. According to our survey of creative professionals, about a third of content creators already regularly use AI tools to generate ideas and automate routine tasks. At the same time, the sector has clearly stated: AI does not replace human creativity – it complements it. The most successful creators are those who are able to harmoniously combine the efficiency of technology with human intuition and emotional intelligence.

Authenticity and human connection

In the digital noise, audiences are increasingly looking for authentic voices and real stories. The intersection of cultures, local identity and the appreciation of personal narratives will remain a defining trend in 2026. For creative businesses, this means that uniqueness and honest communication provide a competitive advantage over mass products.

Sustainability and green transition

The European Commission's Creative Europe programme will continue to support the cultural and creative sectors with a budget of €380 million in 2026, with a special focus on the green and digital transitions. Sustainability is no longer an optional extra – it is a key consideration in both tender evaluations and consumer decisions.

Mental health: the hidden challenge of the creative sector

One of the key insights of 2025 is that mental health in the workplace is not a luxury, but a basic necessity – and this is particularly true for the creative sector. Recent research paints a worrying picture: a significant proportion of workers struggle with burnout, anxiety or depression, while stigma and lack of access to support remain major barriers.

The good news is that organizations that actively support the mental well-being of their employees are twice as likely to report lower burnout rates. The C3-WELL project addresses this very topic: how to create sustainable, mentally healthy workplaces in the cultural and creative sectors. We will continue this work in 2026 because we believe that healthy creators create a healthy culture.

Opportunities for 2026: EU applications and development directions

The new year offers a wealth of opportunities for cultural organisations and creative businesses. The Creative Europe programme 2026 work programme will open calls for proposals for European cooperation projects in the first quarter, with a budget of €60 million. The Erasmus+, Horizon Europe and Interreg programmes also offer many opportunities for cross-border cultural cooperation.

One of the most important missions of the Cluster is to make these opportunities accessible to our members. We constantly monitor calls for proposals and help you navigate - whether it's small or medium-scale projects, digital innovation or sustainability initiatives.

The message of the holidays: rest and recharge

As we look ahead to the challenges of 2026, let's not forget what's really important. The end-of-year holidays give us a chance to slow down, spend time with our family and loved ones, and recharge the inner resources we will need for the year ahead.

Creative work requires creative energy – and this energy is not infinite. Rest, relaxation and nurturing human relationships are not the enemy of our work, but a prerequisite for it. Research clearly shows that those who are able to take real breaks and live a balanced life can expect to live more productive and satisfied lives in the long run.

Together for the year 2026

The Creative Industries Cluster has been working for the development of the creative sector in South Transdanubia and Hungary for over 18 years. We are proud of our members, partners and the results we have achieved together. We will continue this work in 2026: strengthening our international relations, expanding our knowledge sharing activities and looking for new opportunities for our community.

If you would like to be part of this community, or are curious about the activities of the Cluster, feel free to contact us! We constantly share news, application opportunities, and professional content on our website and social platforms.

We wish all our members and partners peaceful, happy holidays and a new year full of achievements!

The Creative Industries Cluster team