When we think of terms like “economy” and “GDP,” images of infrastructure, trade, and capital markets typically come to mind. But there’s an often-overlooked growth engine with massive potential: the creative economy.
The United Nations defines the creative economy as a cluster of sectors including “advertising, architecture, arts and crafts, design, fashion, film, video, photography, music, performing arts, publishing, research and development, software, computer games, electronic publishing, and TV/radio.”
This industry is where creativity meets commerce. In the Middle East, where many nations hold culture and innovation in high esteem, it presents an opportunity for economic expansion.
A growing market
The UN Trade and Development Creative Economy Outlook 2024 highlights the crucial role of creative industries in global trade and economic growth. According to the UNCTAD survey, the creative economy contributes between 0.5 percent and 7.3 percent of GDP and employs 0.5 percent to 12.5 percent of the workforce in various countries.
“The creative economy has the right forces pushing its sails. This is not just art. It is an economic powerhouse that we must harness together, leaving no one behind,” stated Rebeca Grynspan, secretary-general of UNCTAD.
Middle Eastern countries recognize the potential of the creative economy. In the region, the intersection of the digital and creative industries, in particular — encompassing the use of artificial intelligence (AI), Web3, and virtual reality — is driving innovation and economic diversification.
According to a white paper by Dubai Design District and Dubai Media City, the global digital creative economy could grow by 11 percent annually, reaching a staggering AED27 trillion by 2030.
Multicultural diversity
The UAE’s Dubai Media City serves as a prime example of how strategic initiatives are being implemented locally to foster significant creative growth and global collaboration. The hub, established over 20 years ago, is home to major international organizations such as CNN and Reuters.
As part of the TECOM Group’s Media Cluster, which also includes Dubai Production City and Dubai Studio City, the area has seen continuous growth. Over the past year, the number of businesses within the cluster has increased by 10 percent, with the total exceeding 4,000. This expansion is supported by a robust talent pool of over 40,500 creative professionals.
In November, Dubai Media City underscored the essential role of multicultural creativity at this year’s Global Media Congress held in ADNEC Center Abu Dhabi.
Majed Al Suwaidi, senior vice president of Dubai Media City, Dubai Production City, and Dubai Studio City at TECOM Group, said, “Creative talent must actively — and collaboratively — shape our industry’s evolution in the increasingly globalized media landscape.”
“At Dubai Media City, Dubai Production City, and Dubai Studio City, we are dedicated to creating an exceptional media ecosystem that fosters strategic partnerships with global companies and nurtures talent and entrepreneurship, strengthening Dubai’s status as a global hub for media innovation and creativity. As our presence at Global Media Congress this year reaffirms, we will continue to fortify the creative economy by nurturing globally impactful collaboration,” he added.
During the event, in5 Media was also in the spotlight. The entrepreneurship incubator has supported over 1,000 start-ups in technology, media, design, and science. These start-ups have collectively raised over AED7.8 billion in funding as of this year.
Driving the creative economy
The UAE isn’t the only creative vanguard in the Middle East.
As part of its ambitious Vision 2030, Saudi Arabia has also been actively transforming its economic landscape by investing in the creative sectors. The country’s goal is to increase the creative industry’s contribution to the GDP to 3 percent by 2030. This translates to about $20 billion of revenue and 100,000 jobs.
To materialize this plan, Saudi Arabia is investing in various infrastructure and initiatives, including the establishment of new creative hubs, forging public-private partnerships, and providing training and development programs.
Back in 2018, the country established its Ministry of Culture, whose primary vision is to promote culture as a way of life, enable culture to boost economic development, and create opportunities for global cultural exchange.
In the same year, the country’s first-ever Arab Fashion Week was held. The fashion sector, part of the broader creative economy, has since witnessed a renaissance. According to a 2024 report by the Small and Medium Enterprises General Authority, this sector could grow 48 percent from 2021 to 2025.
HRH Princess Deemah bint Mansour bin Saud bin Abdulaziz, founder of Saudi-based fashion platform Personage, said, “The growth of the local creative landscape and the development of Saudi designers is something to be applauded, with established designers and new creators gaining visibility in the market. The support and engagement of local clientele are also invaluable.”
“We must continuously support the development and expression of our creative vision, aspirations, and hopes, especially through educational initiatives that nurture talent, enable research, develop creative output, and improve standards,” she added, emphasizing a philosophy that underscores the importance of a holistic approach to fostering creativity.
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On cultural preservation and collaboration
Bahrain is yet another Middle Eastern nation with a thriving creative landscape.
Manama, its capital, hosted the World Entrepreneurs Investment Forum 2024 earlier in May. Noora Jamsheer, CEO of the Bahrain Institute for Pearls and Gemstones (DANAT) and a panelist at the event, stressed out the potential of the creative economy. According to her, the creative economy yields substantial economic benefits and generates innovative employment opportunities.
Bahrain’s pearl industry, in particular, is worth supporting, given its economic role and historical significance.
“The Kingdom places substantial emphasis on revitalizing the pearl trade, a global industry valued at approximately $146 billion. This focus stems from the incorporation of natural pearls in high-value gold and jewelry creations, which directly bolster the national economy. Jewelry featuring natural pearls presents a lucrative trade for investors, enjoying strong demand and purchasing power within Bahrain and the broader Gulf region,” she remarked.
Jamsheer also underscored the importance of updating policies and procedures to support heritage-based trade and creative industries. The DANAT CEO stressed the need to develop national expertise to impart knowledge to future generations, as doing so will help ensure innovation and preserve cultural identity.
Bahrain, a country deeply ingrained in culture, also seeks to expand its cultural influence through international collaboration.
For instance, Shaikh Khalifa bin Ahmed bin Abdullah Al Khalifa, president of the Bahrain Authority for Culture and Antiquities (BACA), met with France’s Minister of Culture, Rachida Dati, in November to discuss ways to strengthen the cultural ties between the two countries.
This partnership has already facilitated several cultural exchanges, such as the “From Dilmun to Tylos: An Archaeological Journey in the Kingdom of Bahrain” exhibition at the Louvre Museum. Events like this not only enrich Bahrain’s cultural offerings but also promote tourism and, subsequently, economic growth.
Creating a new era of growth
The creative economy has a far-reaching impact. And in the Middle East, it’s well more than a mere economic engine. As demonstrated by the UAE, Saudi Arabia, and Bahrain, it serves as a powerful tool for cultural preservation and prosperity.
As the region continues to invest in the creative economy, a new era is being created — one where countries drive economic diversification, all while nurturing innovation and honoring cultural traditions.
