Strategy& – A sustainable and inclusive cultural renaissance for the Middle East

The Middle East is currently undergoing a cultural renaissance, with an increase in attendance at concerts, movies, theater performances, and museum visits. In the Gulf Cooperation Council (GCC) countries, there has been a significant rise in public investment in arts and culture. This transformation presents an opportunity for the region to attract foreign direct investment and establish itself as a thriving arts and culture destination for both locals and tourists. The GCC cultural leaders have the chance to merge culture and sustainability, making the region a global pioneer in incorporating environmental preservation and social inclusion into the arts. By building all planned cultural assets sustainably until 2030, the GCC countries could reduce carbon emissions by at least 1.3 million metric tons, which is equivalent to removing 320,000 cars from the road for one year. Additionally, hosting cultural events and film productions in a more sustainable manner could result in a reduction of greenhouse gas emissions by over 600,000 metric tons annually. In terms of culture, this means supporting local communities and encouraging artists to integrate culture, the environment, and social inclusion. It involves preserving heritage sites and making arts and crafts easily accessible. Cultural leaders should ensure that cultural assets and programs prioritize sustainability and provide support to artists and local communities. This approach could lead to higher returns on investment, job creation, and the development of attractive tourism destinations and events, including significant savings of US$14 billion through sustainable construction of all planned cultural assets until 2030. To ensure the longevity of the cultural renaissance, cultural leaders need to adopt a new approach to cultural governance that fosters continued growth for future generations.