This study provides valuable insights into the factors making an innovation hub attractive to potential tenants, with a specific emphasis on the role of cognitive social capital (CSC). Drawing on semi-structured interviews with industry professionals, the research uses thematic analysis to parse out key themes and sub-themes. It uncovers the multi-layered value offered by innovation hubs, highlighting the significance of not only tangible elements like physical infrastructure, but also intangible aspects such as networking, collaboration, knowledge, and learning opportunities. Moreover, the strategic role of an innovation hub in helping businesses meet their objectives is accentuated. The research delves deeper into CSC, revealing the intricate interplay of shared values and understanding, trust, and recognition in enriching the attractiveness of innovation hubs. Furthermore, the study suggests potential avenues for additional services, underscoring the desire for consultancy expertise and wellness facilities. The findings underscore the critical role innovation hubs play in fostering entrepreneurship and the potential they hold in contributing to economic development when they focus on building a supportive and interconnected community. The research not only illuminates the importance of CSC in the context of innovation hubs but also indicates future areas of investigation for scholars and practitioners alike.