Creative and cultural industries account for more than 5% of Romania’s GDP each year, yet their potential remains underused, according to a new analysis by Bucharest Business School. Public data shows that fewer than 20% of university students in Romania opt for fields such as architecture, design, music, film, public relations or journalism.
The research also found that of those already active in the sector, only 3% move into management or entrepreneurial roles, limiting opportunities for the industry’s long-term growth despite its notable contribution to the economy.
To address this skills gap, the Bucharest Academy of Economic Studies (ASE) is running a Creative MBA through its Bucharest Business School, currently the only programme in Southeast Europe dedicated specifically to creative and cultural industries. Since its launch in 2023, more than 50 leaders from the field have enrolled. The programme combines business modules such as strategy, finance, branding, and innovation with applied case studies and international study visits in Athens and Rome, carried out in partnership with universities including Bocconi and Nova School of Business and Economics.
Studies cited by the school suggest that over half of MBA graduates typically move into managerial roles with higher responsibility, while international data points to an average salary increase of around 25% after completing such studies.
“Creative industries will have a significant impact on the economy in 2025 and beyond, but talent without solid managerial skills cannot generate sustainable growth. Since the program began in 2023, we have been joined by over 50 leaders from the CCI who, supported by a modular, skills-oriented curriculum, are developing and strengthening viable and competitive businesses, including in international markets,” says Dalia Bologan, Creative MBA Program Director.
Across the European Union, 3.8% of the workforce (nearly 8.7 million people) are employed in creative and cultural industries, spread across more than one million companies. By 2035, the EU estimates that an additional 1.7 million business managers will be needed, highlighting the importance of developing leadership capacity within this sector.
Globally, the creative economy is projected to contribute around 10% to GDP by 2030, placing pressure on countries such as Romania to better align education and management training with the sector’s evolving needs.
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