The GCC’s culture and creative industries are entering an exciting new era

The countries of the Gulf Cooperation Council are writing an exciting story of transformation – and one of the most compelling chapters is the rise of their burgeoning culture and creative industries. This journey promises a future where these industries not only diversify economies but also enrich societies, writes PwC partner Hiba Darwish.

Globally, the culture and creative industries (CCIs) represent 6.1% of the economy, valued at approximately $4.3 trillion annually and accounting for 50 million jobs, according to the United Nations Educational, Scientific and Cultural Organisation (UNESCO).

Within the GCC, governments are increasingly prioritising the culture and creative industries in their national strategies, recognising their role in enriching the people experience, showcasing heritage and celebrating national identity through the arts and culture scene.

Beyond their cultural significance, the CCIs offer a vital pathway to diversify economies and stimulate growth. Sectors such as film, design and digital arts are nascent sectors in the region unlocking significant economic potential. The CCIs not only contribute to GDP growth, but also promote cultural expression, foster community engagement and instil national pride.

Strategic policies and investments have supported the development, expansion and long-term economic impact of CCIs, attracting landmark projects, creating job opportunities and laying the foundation for sustainable long-term growth across the region.

Technology meets tradition

Governments are investing in CCIs to drive economic diversification, recognising the role of advanced technologies as critical enablers in preserving heritage, modernising practices and unlocking new creative possibilities.

Technologies such as AI, blockchain and the metaverse are transforming CCIs globally and across the GCC. These technologies enable immersive and innovative means of interacting with cultural content, offering personalised and accessible ways to preserve, conserve and share the region’s rich cultural heritage.

For example, smart sensors, AI, cloud and blockchain are being used to sustainably restore UNESCO World Heritage sites, preserving them for future generations. Virtual and augmented reality technologies are enhancing tourism for heritage sites, offering visitors interactive experiences of cultural landmarks and exhibitions.

Meanwhile, 3D modelling and data analytics are revolutionising the preservation of cultural artefacts and buildings, ensuring the GCC’s cultural legacy is safeguarded.

Sustainability as a pillar of growth

As technology further enables the preservation and presentation of culture, sustainability emerges as a complementary force shaping the GCC’s culture and creative industries. By integrating creativity with environmental consciousness, these industries are contributing meaningfully to net-zero agendas.

Traditional practices, such as basket weaving with palm products, are being revived, while eco-friendly events and local cultural content raise environmental awareness. This fusion of tradition and innovation ensures that CCIs support both economic diversification and sustainability goals.

Challenges and a call to action

While sustainability and technological advancements signal a promising future, the GCC’s culture and creative industries must address key structural challenges to fully realise its transformative potential. Licensing complexities, funding gaps and talent shortages need to be tackled to unlock their full potential.

To address these challenges, governments and stakeholders can focus on the following strategic pathways:

Establishing governance
Establishing robust, agile governance frameworks is critical. Clear stakeholder interaction points, enhanced measurement and transparency, and cross-functional working groups will ensure that policymaking is holistic and responsive.

Diverse funding models
Reducing reliance on public funding and encouraging private sector and third sector participation will enhance competitiveness. Modernising intellectual property, copyright and licensing regulations could further build investor confidence.

Developing talent
Expanding academic and vocational programmes will create a skilled creative talent pool. In the interim, attracting leading global talent can help bridge gaps and upskill local creators.

Enhancing the legal and regulatory ecosystem
Developing tailored and inclusive regulatory frameworks that recognise, protect, and support CCIs will drive sector growth, commercialisation, and sustainability.

Driving innovation
Investments in digital infrastructure, research and development hubs can position the GCC as a global leader in creative technology and innovations.

Fostering community engagement
Building vibrant cultural districts and fostering public engagement through events, festivals and educational programmes will cement the CCIs as central to the region’s social fabric.

Investing in a cultural brand identity
Strengthening a nation’s cultural identity through strategic investments in unique assets, compelling content, and flagship events enhances global visibility, fosters national pride, and drives economic growth.

The GCC’s cultural renaissance is not just about preserving heritage; it’s about shaping a future where the culture and creative industries enrich lives, drive prosperity and enhance global positioning. By addressing these challenges and capitalising on the synergies between technology, sustainability and governance, the GCC is poised to lead a global creative movement.

About the author: Hiba Darwish is partner in the Government & Public Sector practice of PwC.