This study examines the roles of startup hubs within the cultural and creative industries (CCIs) and their implications for cultural innovation and tourism in European cities. Despite the growing importance of CCIs in urban development and destination branding, few studies have explored the organisational, social and communicative dynamics of cultural startup hubs. To address this gap, a comparative mixed-methods approach is applied to analyse 91 incubated startups in three European hubs: 104factory (Paris, France), Makerversity (London, UK) and A Lab (Amsterdam, The Netherlands). This study integrates structural variables (sustainability and institutionalisation), social variables (gender representation in leadership) and communication variables (activity and engagement on Instagram). The results reveal distinct organisational models, from highly institutionalised structures to more flexible, community-oriented approaches, with notable differences in terms of sustainability and gender distribution. In terms of communication, greater engagement is associated with content focused on community, identity and collective creativity, rather than promotional strategies. These findings highlight the role of startup hubs as hybrid intermediaries that not only support cultural entrepreneurship, but also contribute to the symbolic positioning and tourist appeal of the cities in which they are located. This study offers theoretical and practical insights for the development of more inclusive, sustainable and effectively communicative cultural ecosystems.
Rodríguez-Vera et al. (2026) studied this question.