The countries of the Gulf Cooperation Council (GCC) are writing an exciting story of transformation – and one of the most compelling chapters is the rise of their burgeoning culture and creative industries (CCIs). This journey promises a future where these industries not only diversify economies but also enrich societies, writes PwC partner Hiba Darwish.
The culture and creative industries currently represent 6.1% of the global economy, valued at an estimated $4.3 trillion annually and accounting for 50 million jobs, according to data from the United Nations Educational, Scientific and Cultural Organisation (UNESCO).
GCC governments are prioritising culture and creative sectors in their national strategies, recognising their role in enriching the human experience, and showcasing heritage. Saudi Arabia’s Ministry of Culture for instance is committed to fostering a flourishing arts and culture scene that enriches lives, celebrates national identity and builds understanding between people.
Collaboration between governments, businesses, educational institutions and non-profits is crucial for the growth and sustainability of CCIs, pooling resources, expertise and networks to drive the sector forward.
Strategic policies and investments also support the development and expansion of CCIs, ensuring their long-term impact. Dubai attracted 898 CCI projects in 2023 – nearly double that of 2022. This resulted in Dh11.8 billion in FDI capital inflow, a 60% year-on-year rise, and over 21,000 new job opportunities – a 74% increase.
Similarly, in Saudi Arabia, the Ministry of Culture’s Quality of Life Program 2023 annual report showed an achievement rate of 201% in targeted cultural sector employment, with 216,878 workers recorded.
Qatar, for instance, has established itself as a hub that embraces modernity while championing local tradition. The country saw $204 billion in foreign direct investment into CCIs between 2002 and 2023 , reflecting substantial international confidence in the sector, with nearly 24,000 CCI-related organisations in Qatar in 2023.
The CCIs also offer a vital pathway to diversify economies away from hydrocarbons. By investing in creative fields, such as film, design and digital arts, the region is now cultivating new revenue streams, thereby promoting cultural expression, community engagement and national pride.
AlUla in Saudi Arabia
Technology meets tradition
Across the GCC, advanced technologies such as AI, blockchain and the metaverse are offering innovative, immersive means of interacting with cultural content. These technologies are not just enhancing cultural experiences but also unleash new possibilities for creative expression, business models and the conservation of cultural assets.
For example, smart sensors, AI, cloud and blockchain are helping to sustainably restore UNESCO world heritage sites across the region by monitoring and preventing damage, preserving these sites for future generations.
An intriguing initiative within this space is the incorporation of technologies such as virtual reality, augmented reality and the metaverse into Saudi Arabia’s heritage tourism, giving visitors interactive tours of cultural landmarks, museums and exhibitions. These platforms are an immersive modern means for showcasing the Kingdom’s rich cultural tapestry to a wider audience.
Digital sustainable preservation methods are also on the rise. Qatar University, in collaboration with Brunel University, used 3D modelling, AI and data analytics to create accurate digital models of buildings and artifacts. Similarly, the UAE is using digital tools to preserve and showcase cultural neighbourhoods.
Green technology plays a significant role in reducing the carbon footprint of heritage tourism. Saudi Arabia’s AlUla, home to a major UNESCO World Heritage Site, also features the world’s longest battery-powered tramway, eco-friendly construction methods and advanced waste management technology.
Challenges and solutions
The GCC’s CCIs face several common challenges, including unclear intellectual property, copyright and licensing procedures; funding challenges, especially for smaller organisations; complex regulations; and difficulties in cross-border trade. An active ecosystem that connects various stakeholders – especially regulators, creative entrepreneurs and investors – can mitigate the impact of these obstacles.
Public engagement with locally produced CCI products remains limited, as these need to compete with more established global content – particularly in entertainment. This links to the pressing need to develop a skilled creative talent pool in the GCC, which requires further development of academic and vocational education programmes.
The GCC’s culture and creative industries also remain heavily reliant on the public sector, which necessitates greater private sector and third sector funding to enhance competitiveness.
As we look to the future, the GCC has an incredible opportunity to transform its cultural vision into a reality. Creating supportive regulations, developing talent and addressing infrastructure gaps can sow the seeds for a thriving cultural ecosystem. The private sector also has a vital role in driving investment, innovation and sustainable growth to position the region as a dynamic hub for the culture and creative scene.
About the author: Hiba Darwish is partner in the Government & Public Sector practice of PwC.