The transformative potential of the GCC Culture and Creative Industries

The GCC’s cultural reawakening

In the vibrant world of culture and creativity, even the smallest of ideas have the power to drive monumental achievements. The culture and creative industries (CCI) have witnessed steady growth over the past few decades as governments around the world have recognised their transformative potential to diversify economies and stimulate growth, while contributing to both prosperity and well-being.

In the GCC, this is no different. Regional governments understand the role the CCIs play – enriching the human experience while showcasing their country’s unique heritage – and are proactively positioning these industries at the forefront of their national agendas and strategies. Governments are prioritising citizen experiences, harnessing the CCIs potential for economic growth and creating dynamic partnerships with businesses, educational institutions, investors and non-profit players.

The growth of these industries provides an essential link between the social and economic imperatives GCC countries are working to address today – and brings up important questions around culture as a public good versus an economic driver. Far more than just economic contributors, these industries act as catalysts for innovation, inclusive job creation and enhancing national competitiveness. They also bring together communities, offer opportunities for artistic expression and enrich the lives of residents.

This report provides government and non-government players in the ecosystem with a set of strategic building blocks to accelerate growth and address the challenges seen in the region's CCI landscape. These building blocks provide actionable considerations for industry players to enable, empower and elevate the culture and creative industries.

Exploring the dynamic world of the Culture and Creative Industries (CCI)

In a complex and interconnected world brimming with possibilities, the cultural and creative industries (CCI) have the potential to bridge various industries and geographies. According to UNESCO, the CCIs encompass sectors engaged in the production, reproduction, promotion, distribution, and commercialisation of goods, services, and activities of a cultural, artistic, or heritage-related nature. This broad definition allows for unique interpretations that vary by country, reflecting each nation's cultural heritage, identity and strategic aspirations. This flexible understanding of the CCIs highlights their vast potential and links them to key parallel industries such as tourism and hospitality, making them resonate with diverse target audiences.

In the dynamic landscape of the GCC, the evolution of the CCIs mirrors changing consumer behaviour and technological advancements. It also offers an opportunity to unlock the economic potential of these industries in a tailored and sustainable manner while preserving both tangible and intangible cultural heritage for current and future generations. This evolution is driven by the following five key trends influencing the sector through focused strategic areas.

There's a growing focus on enhancing consumer experience through personalisation. This shift moves away from generic, one-size-fits-all approaches to creating interactive, culturally rich, and intellectually stimulating experiences tailored to diverse consumer preferences. This evolution reflects a deep understanding of the region's unique cultural dynamics, enriching the consumer journey through customisation.

The creative sector sits at the intersection of culture, technology, science and commerce. Technology plays a crucial role in delivering artistic and intellectual goods and services. Advancements in digital media, AI and blockchain are reshaping content creation, distribution, and monetisation. The GCC countries have invested heavily in AI and digital infrastructure, fostering a tech-savvy creative environment. This is evident in the rise of e-commerce for arts and crafts and the use of immersive technologies to offer interactive ways to explore cultural content and creative works.

The region’s culture and creative industries are increasingly looking beyond regional borders, aiming for a global presence. This is exhibited through international collaborations, participation in global cultural events, and increasing the accessibility of locally produced content to international markets through exhibitions held globally with the aim to portray the GCC’s culture to the world. The GCC region's strategic location and investment in world-class infrastructures, like media cities and cultural hubs, are facilitating this global outreach.

Economic diversification has been a key focus for the region. With a young and affluent population eager for creative content and experiences, GCC governments recognise the importance of developing their cultural and creative industries as key drivers of economic growth and diversification. Moving away from oil dependency, these nations are investing in cultural tourism, entertainment, and creative industries as new economic drivers, with creative economies expected to grow steadily across the next few years.

Sustainability is becoming a cornerstone in the evolution of the CCIs in the GCC, with a growing emphasis on eco-friendly production, events and content that promotes environmental awareness. The region's film and music festivals, art exhibitions, and cultural events are increasingly adopting green practices. This shift aligns with broader regional goals of sustainability and links closely to sustainable practices from the past which are built on scarce local resources (such as basket weaving using palm products). Given the region’s ambitious net- ero agendas, GCC cultural leaders have a unique opportunity to integrate culture and sustainability.