The 2018 Commission’s “New European Agenda for Culture” targeted the key role of culture and inter-cultural dialogue as vectors for cohesion, a driver of socio-economic development, and a factor directly nurturing peaceful relations. The EU Agenda for Culture also targeted the promotion of cultural and creative industries, therefore cultural cooperation can be employed as a tool to foster greater tolerance and promote EU values, while increasing socio-economic development in the region.
The richness of Cultural Heritage and the vibrancy of Cultural and Creative Industries (CCIs) in Europe have had an increasing impact in both economic and social terms, across the EU as well as in national contexts. CCIs contribute to the economy with 5.3% of the total European GVA (Gross Value Added) and employ more than 12 million people in the EU, which is 7.5% of all persons employed in the total economy.
European CCIs sectors have been demonstrating economic growth and competitiveness in most EU countries. Total employment in CCIs in Europe amounts to more than 6.7 million employees in 2016, as stated in the study conducted by the CULT committee of the EU Parliament. Creativity plays a fundamental role in innovation, not only in the CCI but also in a wide range of other sectors such as consumer electronics, telecom services, tourism, education or healthcare. Innovation generated by the CCI is multifaceted, blending technological, business model, social and creative innovation. Furthermore, the cultural participation has been recognised as one of the main accelerators of the social change and of the construction of inclusive and resilient societies.

A need for better-quality higher education for young people who wish to enter the cultural and creative sector in the future is also acknowledged, as well as a need to upgrade the knowledge and experience of professionals working in the CCI sector in the region.
The CCIs sector in the Western Balkans (WB) is quite complex due to their recent historical and political patterns. While the WB countries share their aim to access the European Union, they also face several challenges in developing their policies. The cultural and creative sector makes no exception, posing challenges that can be resolved through cooperation across the Adriatic-Ionian area.

Due to that, the AI-NURECC PLUS CULTURAL AND CREATIVE INDUSTRIES ACTION aimed at the engagement of the regional and local authorities and relevant stakeholders (academia, business sector etc.) and their role in fostering the potential of cultural and creative industries for the economic and innovation development of the AI Region; at mapping good practices within the AI Region and sharing experience to promote the development of the local creative industries fostering cooperation for sustainable urban development; and at sharing good practices and innovative measures (especially those used to cope for challenges due to Covid-19).
This Action also envisaged a specific fund, managed by UniAdrion, for internships supporting youth.