This article examines the cultural cooperation situation and the role of the creative industries in the Middle East and North Africa (MENA) region. Here, the MENA region refers to North Africa — Tunisia, Morocco, Algeria and Libya — and the Middle East: Lebanon, Jordan, Palestine, Egypt, Syria and Israel. Given the lack of information and comparative data at the regional level, the case studies being mainly focused on are: Morocco, Lebanon, Egypt, Jordan and Tunisia; the MENA region referred to in this article does not include the Gulf Countries. Specifically, it looks at cultural cooperation between the EU and the MENA region.
Culture in the MENA region holds immense significance due to the region’s rich historical legacy, diverse traditions and vibrant contemporary forms of expression. This region is a cradle of ancient civilizations, each contributing to a profound cultural heritage and historical treasures that not only underscore the region’s contributions to global heritage, but also serve as pivotal elements in local national identities and as sources of cultural pride. In contemporary terms, the MENA region’s cultural scene is characterized by a dynamic interplay between traditional and modern influences. Cities like Cairo, Beirut and Tunis are cultural hubs, fostering thriving arts scenes that span music, cinema, literature, crafts and visual arts. Festivals such as the Carthage Film Festival in Tunisia and the Cairo International Film Festival highlight the region’s role in the global cinematic landscape, while initiatives like Egypt’s Cairotronica biennial festival dedicated to electronic and new media and Morocco’s promotion of traditional crafts underscore efforts to preserve and modernize cultural practices.
Despite the current instability and turmoil facing the region, there is no doubt that the cultural and creative sectors in these countries possess high potential and are significant economic drivers that contribute to GDP and employment, provided they receive adequate attention from national authorities and, in some cases, from international partners. These sectors not only enhance economic diversification, but also promote social cohesion and international cultural exchange.
Regional Background and the EU-MENA Cooperation Framework
The political landscape in the MENA region is highly complex and dynamic, having been shaped by ongoing conflicts, economic challenges and shifting geopolitical alliances. Over the past decade, and even before that time, the region has experienced significant political, economic and social unrest. The aftermath of the Arab uprisings and subsequent years of instability have been further exacerbated by the Covid-19 crisis, leading to severe economic difficulties such as high unemployment, inflation and substantial debt burdens. Additionally, the migration crisis, the wars in Syria and Libya, and, most recently, Israel’s war on Gaza, have caused widespread destruction and spawned humanitarian crises, particularly in Gaza. The current situation dominates regional discussions and influences global geopolitical dynamics and international relations.
While the MENA region faces significant challenges, opportunities for regional cooperation and economic diversification offer pathways to greater stability and development. Through investment, inter alia, in renewable energy, technology, tourism, infrastructure and cultural exchange, the region can lean towards more sustainable growth and stability. However, the latter cannot be achieved without a peaceful solution in the Middle East and the strengthening of economic and social systems.
Cultural cooperation between the MENA region and Europe is significant, involving various bilateral and multilateral initiatives aimed at promoting cultural exchange, heritage preservation and creative industry development. At the EU (European Union) level, the European Neighbourhood Policy, which followed the 25 years of the Barcelona Process framework, remains a strategic imperative for the EU. The renewed partnership with the Southern Neighbourhood, adopted in February 2021, proposes an ambitious Agenda for the Mediterranean, which includes the following pillars: human development, good governance and the rule of law, resilience, prosperity and digital transition, peace and security, migration and mobility and the green transition.
When it comes to culture, the New European Agenda for Culture, launched by the European Commission in 2018, highlights culture and diversity as drivers of social cohesion, innovation, growth and job creation, and thus acknowledges the essential role of culture in both the social and economic spheres. This New European Agenda for Culture also comprises an external dimension (global level) that also recognizes the central role of culture as a vector of sustainable social and economic development as well as a peace-building factor.
Under this framework, the EU has been actively engaged in fostering cultural cooperation with the MENA region. This cooperation is aimed at enhancing cultural exchanges, supporting cultural and creative industries (CCIs) and addressing shared global challenges through culture, and is based on an understanding of the role culture plays as a driver for achieving sustainable human development. Nevertheless, there is no clear regional policy framework dedicated exclusively to the field of cultural cooperation with the MENA Region. The EU’s engagement has taken the form of funding several regional initiatives, programmes and projects at the regional level, such as: Med-Culture, All around Culture, Creact4Med; and the bilateral level, such as: Tfanen in Tunisia, EU support to CCIs in Morocco, etc.). These initiatives and programmes have promoted the role of culture in contributing to the achievement of certain policy objectives, such as: growth and employment, social cohesion, sustainable development, etc., as well as cross-cutting priorities such as gender equality, democracy, youth and women’s empowerment, etc.
Cultural cooperation in the MENA region
is a vital element for fostering mutual understanding,
promoting cultural diversity and supporting
socioeconomic development
International and EU-MENA Cultural Cooperation
Cultural cooperation in the MENA region is a vital element for fostering mutual understanding, promoting cultural diversity and supporting socioeconomic development. Nevertheless, since the “Arab Spring” and its aftermath, the region’s cultural fields have witnessed a lack of involvement and support from national authorities and governments, with the sector instead resorting to benefiting from international funding, from various initiatives and programmes that enhance cultural exchange and collaboration within the region and/or between the region and international partners’ cultural stakeholders and artists.
International Cultural Cooperation at a Glance
A number of international institutions, public, semi-public, private and also philanthropic organizations, have been supporting the cultural sector in the MENA region at various levels, focusing on different sectors and areas, including culture and the creative industries. The support provided reflects a highly complex equation that seeks to tackle the challenges and address the needs of the local cultural sectors across the region, taking into account the varying contexts, as well as the levels of fragility and maturity of local scenes, and in some cases, a lack of transparency concerning the agendas and politics of international funders and partners.
In recent years (over the past decade), several international actors have been active in the field of cultural cooperation in the region, such as UNESCO, UNIDO, the Open Society Foundations through their arts and culture programme, the Swiss cooperation agencies and foundations (e.g. Prohevetia, Drosos), the Norwegian Ministry of Foreign Affairs, and related foundations (e.g. Mimeta foundation). Independent organizations in the region are also key actors working at the local and regional levels, such as the Arab Fund for Arts and Culture, l’Art Rue, Culture Resources, Ettijahat, etc., to name but a few. They have given remarkable support to the culture sector and actively contribute to strengthening cultural policies and the sector’s ecosystems, enhancing the capacities and skills of cultural actors, and promoting regional cooperation.
EU-MENA Cultural Cooperation
Concerning the activities of the European Union in this regard, the EU has supported cultural cooperation through several initiatives (that followed the EuromedHeritage and Euromed audio-visual programmes, etc.), tackling different aspects of cultural cooperation, such as (i) Med-Culture: from 2014 to 2019, it focused on capacity building, policy dialogue and advocacy for cultural policy reforms. It has also strengthened cultural networks and promoted cross-border collaborations; (ii) All around Culture: from 2020-2024, it has supported cultural and creative ecosystems in the MENA region for the social and economic inclusion of young people. In order to do so it has focused on increasing the capacity of cultural actors to foster social and economic development through culture. In addition, the future regional initiative funded by the EU (DG NEAR) has aimed to strengthen cultural ecosystems in the Southern Neighbourhood region, enabling cultural actors to address global challenges such as the green and digital transitions, as well as gender equality. Other programmes have supported the cultural and creative industries, as well as creative entrepreneurs in the region, such as Creact4Med (see below). In addition, the EU has also launched Halaqat – which in Arabic means multiple links and circles – aiming to strengthen these entanglements and build bridges between both regions.
At the bilateral level, there are several initiatives and programmes that exist at the individual national level. Some of these have been implemented by EU Member States’ national cultural institutes by means of EU funding, e.g., the British Council, Goethe Institute, Institut Français, etc.; or, in some countries such as Tunisia, Jordan and Egypt, by EUNIC Clusters (European Union Network of National Cultural Institutes). Though the majority focus on the national and local levels, many have aimed to foster regional cultural cooperation and/or cross border cooperation, such as the Saphir regional programme that addresses youth working in the field of culture.
Though hindered by political and economic instability, conflict, as well as a lack of infrastructure, adequate investment, safety and shrinking space for freedom and cultural expressions, cultural cooperation in the region has helped to:
- Enhance the skills and capacities of cultural actors through training, mentorship, capacity building workshops and peer-to-peer learning;
- Encourage regional cooperation, including the mobility of artists, and promote more integrated and connected cultural scenes and actors;
- Strengthen networks and build alliances and advocacy skills;
- Promote the circulation of works of art and culture, especially visual and performing arts;
Culture and Creative Industries (CCIs)
Though definitions of CCIs vary greatly between regions, countries and international organizations (EU, UNESCO, WIPO, UNCTAD, etc.), the culture and creative industries (CCIs) referred to in this article comprise a sector that encompasses traditional arts and crafts, publishing, music, film, television, radio, digital media, design, fashion, architecture, advertising and other related forms of expression. CCIs are characterized by their reliance on individual creativity, skills and talent, as well as their potential to generate wealth and job opportunities through the exploitation of intellectual property. Unfortunately, in the MENA region there is no common definition, at the national level, of CCIs. A clear and comprehensive definition at the national level is thus key for the sector to receive adequate attention from national and regional authorities.
The cultural and creative industries contribute significantly to the global economy. For example, UNCTAD estimated that “in 2020, creative goods and services represented 3% and 21% of total merchandise and services exports, respectively. In addition, CCIs provide 6.2% of all employment, generating nearly 50 million jobs worldwide, and employ more young people (15–29-year-olds) than other sectors. The creative economy promotes social inclusion, cultural diversity and human development. These factors make creative industries crucial sectors for achieving the 2030 agenda.”[1]
However, it is important to point out that the Covid-19 pandemic had a major, highly deleterious impact on CCIs globally, which were faced with a wide-scale loss of jobs and revenues, and saw their vulnerability exacerbated and accentuated. The impact was more severe and widely noticeable in the MENA region given the fragility of the sector there, alongside the absence of strong cultural policies, ecosystems and governmental support. The CCIs, dominated by independent and self-employed workers, as well as informal circuits with no access to social safety, thus experienced serious setbacks.
Given the situation in the region, the lack of specific country or regional strategies, and the scarcity of available recent and comprehensive data about CCIs (some of the available data on the MENA region often includes information and statistics on the Gulf countries), one must draw attention to the untapped high potential of CCIs in the region. In particular, it is a region with a rich and vibrant culture, significant cultural heritage and young demographic profiles.
The Role of CCIs in the MENA Region
It is important to mention that, as highlighted in the United Nations General Assembly resolution 74/198, the creative economy contributes to the Sustainable Development Goals (SDGs) in multiple ways, especially to Goals 1, 5, 8, 9, 10, 11, 12, 16 and 17, which, respectively, deal with: the elimination of poverty, gender equality, decent work and economic growth, industry, innovation and infrastructure, reduced inequalities, sustainable cities, sustainable consumption and production patterns, peaceful and inclusive societies, and means of implementation and global partnerships. This reinforces their importance, in particular, for the MENA region.
CCIs play a vital role in preserving
and promoting cultural heritage and
identity. They help to maintain traditional
practices while integrating them
into contemporary contexts
CCIs are increasingly being recognized for their significant contributions to economic, social, and cultural development in the Middle East and North Africa (MENA) region. Their multifaceted role encompasses economic growth, cultural identity, social cohesion and innovation:
– CCIs are crucial drivers of economic growth and diversification. For example, the creative sector is a major source of employment, providing jobs in areas such as cinema, music, publishing, advertising and digital media. For instance, in Morocco, the CCIs there employ a substantial number of young people and contribute to the reduction of unemployment rates (in 2019 there were 1.1 million people employed in handicraft-related sectors). Moreover, the creative industries generate significant revenue through domestic consumption and the export of cultural goods and services (according to the 2022 UNCTAD culture economy outlook, the CCIs’ exports from Lebanon comprised 2.8% of Lebanon’s GDP in 2021, although this is a figure one should interpret carefully due to the contraction of the overall national GDP). Other sectors like online gaming and digital music have exhibited impressive rates of growth; for example, the gaming revenue in the MENA (including Gulf countries) region has been forecast to reach almost 2.65 billion US dollars by 2027, up from about 1.9 billion U.S dollars in 2023. Furthemore, the number of gamers in this region has been forecast to reach nearly 80 million by 2027. Additionally, in Morocco for instance, in June 2024 the EU launched a programme to support CCIs, aiming to promote and strengthen entrepreneurship, economic growth and employment. Other initiatives in the region have also aimed to support cultural start-ups and creative industry hubs to drive economic growth and create jobs within the cultural sector. In Tunisia, the Start Up Act, adopted in 2018, allowed for the creation of a more structured ecosystem, and provided benefits to entrepreneurs, start-ups and investors.[2]
– CCIs play a vital role in preserving and promoting cultural heritage and identity. They help to maintain traditional practices while integrating them into contemporary contexts. In this regard, projects focusing on the restoration of historical sites, as well as the promotion of traditional crafts, are prevalent. In Tunisia, for example, extensive efforts are being made to preserve the Medina of Tunis, a UNESCO World Heritage site, alongside the promotion of local crafts like pottery and weaving. The EU-funded Tounes Wijhatouna programme aims to support the diversification of tourism, handicrafts development and heritage enhancement, and has provided an impetus for the creation of a craft and design hub in the capital, the Denden Design Hub. Moreover, festivals, exhibitions and cultural events highlight the rich cultural diversity of the MENA region; for example, the Mawazine Music Festival in Morocco serves as a platform to showcase and celebrate cultural heritage.
-The creative industries are instrumental in fostering social cohesion and inclusion by providing platforms for diverse voices and promoting cultural understanding. CCIs initiatives often focus on marginalized groups, including women and youth, by providing them with opportunities for participation and expression. These initiatives also promote young people’s engagement in cultural activities that assist in constructing and fostering a sense of community and belonging. For example, youth-focused programmes and festivals encourage young creatives to develop their talents and contribute to the cultural landscape, especially given that this demographic is also more open to contemporary and experimental forms of cultural expression. Ebda mn Masr, is an Egyptian initiative created by Alexbank aiming at creating partnerships and collaborations between social enterprises, NGOs, individual citizens and the Ministry of Social Solidarity. It has grown and achieved a broad reach, impacting more than 10,000 craftsmen and women across the country.[3]
-The digital transformation of CCIs is driving innovation across the region: the adoption of new technologies is expanding the reach and impact of creative works, while the rise of digital platforms for music, film and other cultural content is transforming how culture is produced and consumed. For example, Anghami, a leading music streaming service in the MENA region, has witnessed significant growth in its user numbers (the number of subscribers to music streaming services worldwide was 616.2 million in 2022[4]). Collaborations with technology hubs and an increased use and adoption of digital tools are also enhancing the creative process. This integration supports the development of new creative products and services, thereby contributing to the growth of the digital economy.
– CCIs foster regional and international cooperation, enhancing cultural exchanges and promoting a shared cultural heritage. Collaborative initiatives among MENA countries strengthen cultural ties and encourage the sharing of resources and expertise, while joint projects and regional networks facilitate cross-border cultural exchanges and collaborations. In addition, partnerships with international cultural organizations and participation in global cultural events help MENA countries to showcase their cultural assets to wider audiences and to engage in global cultural dialogues such as the Global Cultural Relations Programme, funded by the EU. The Cairo Film Festival and the Carthage Film Festival in Tunisia have established themselves as key platforms for showcasing Arab and African cinema, fostering international collaborations and co-productions.
The region, rich in cultural heritage
and brimming with youthful energy,
holds immense potential for leveraging
its CCIs to foster economic growth,
social cohesion and cultural preservation
– Skills development and entrepreneurship: the developments in the CCIs sector across the MENA region are multifaceted, involving capacity building, entrepreneurship support, mentorship, digital skills development, etc. Various programmes and incubators are helping creative start-ups and entrepreneurs to launch and grow their businesses. These include: ACE, Arts and Culture Entrepreneurship, a training programme developed by the Arab Fund for Arts and Culture (AFAC) which is open to small and medium-sized cultural organizations based and working in the Arab region; and the Fantasmeem project, led by the Goethe Institute in Lebanon, which focuses on women and fosters creative entrepreneurship, collaboration and knowledge sharing in the Lebanese design industry. In addition, Ebtedy, an e-learning and knowledge platform, supports the growing network of young creative actors, mentors, local enterprises and industries, disseminating best practices and lessons learned across the MENA region.
The MENA region currently stands at a pivotal moment in the development of its CCIs. The region, rich in cultural heritage and brimming with youthful energy, holds immense potential for leveraging its CCIs to foster economic growth, social cohesion and cultural preservation. However, realizing this potential requires navigating a complex landscape of political instability, economic challenges and social barriers. Therefore, a concerted effort by governments, private sector stakeholders and international partners is essential to overcome these hurdles. By fostering an environment that supports creativity, promotes inclusivity and ensures sustainable investment, the MENA region can unlock the transformative power of its cultural and creative industries, paving the way for a more prosperous and culturally vibrant future.
[1] UNCTAD Creative Economy Outlook 2022
[2] https://creativemediterranean.org/download/cultural-creative-industries-in-tunisia-salient-features/.
[3] https://creativemediterranean.org/download/cultural-creative-industries-in-egypt-salient-features/.
[4] www.statista.com/topics/9271/anghami/#topicMain.
Header photo: A participant in the European project CREACT4MED, which promotes cultural and creative industries in the Mediterranean, during a demonstration of one of the selected initiatives in Tunisia