Muscat – Oman could strengthen its tourism appeal, attract investment and enhance its international profile by investing more strategically in its creative industries, according to experts who say the country’s cultural assets represent an untapped source of economic growth. Referred to as the orange economy, the creative industries transforms culture, artistic talent and innovation into jobs, exports and global influence.

Industry experts told Muscat Daily that sectors such as cinema, theatre, digital content, visual arts and cultural production are becoming major contributors to the global orange economy, converting culture, talent and ideas into economic value, employment, exports and soft power.

According to a recent study by strategic communications consultants  W7Worldwide, creative industries generate approximately US$2tn annually, accounting for 3.1% of global GDP and supporting nearly 50mn direct jobs worldwide. The sector includes films, music, performing arts, design, digital media, gaming, heritage and handicrafts.

Filmmaker Fahad Al Maimani said creative industries have become one of the most powerful tools for building a country’s reputation internationally.

“Creative industries often have a deeper and more lasting impact than traditional political messaging because they connect with people emotionally and culturally,” he said. “Audiences respond more strongly to stories, images and human experiences than to statistics and official statements.”

Maimani noted that cinema is one of the world’s most influential cultural platforms, allowing countries to showcase their identity, traditions and lifestyle to global audiences.

He cited South Korea’s success in using films, television dramas and music to expand its cultural influence and boost tourism and exports. He also pointed to New Zealand, whose international profile was significantly enhanced through The Lord of the Rings trilogy, helping position the country as a leading tourism destination.

“Oman possesses exceptional visual and cultural assets, from its diverse landscapes and heritage sites to its rich local narratives. These can be transformed into creative products with artistic, economic and communication value,” he said.

Mohammed Al Ajmi, former chairman of Oman Film Society, described the orange economy as an investment in human creativity and cultural capital.

“The world increasingly recognises culture, arts and content creation as economic assets. Oman has a wealth of heritage, stories and cultural diversity that can be transformed into sustainable economic opportunities,” he said.

Ajmi stressed that cinema should be viewed not only as an artistic activity but also as an integrated economic sector capable of generating jobs, supporting tourism and creating opportunities for young Omanis in filmmaking, scriptwriting, editing, production and marketing.

“We have talented Omani youth who deserve greater opportunities. What is needed is a stronger ecosystem that supports investment, production platforms, film festivals and streamlined filming procedures,” he said.

“If we succeed in building a sustainable creative industries ecosystem, Oman can position itself as a regional cultural and cinematic hub in the coming years.”

Theatre actor Mohammed Al Siyabi, Deputy Chairman of Al Hail Theatre Troupe, said Oman already possesses a rich cultural heritage and compelling human stories capable of attracting international audiences.

“The challenge is to transform this cultural wealth into sustainable creative products through stronger support for production, marketing and international participation,” he said.

Al Siyabi noted that Oman’s theatre sector continues to produce award-winning works despite limited resources.

“There is no shortage of talent. What is needed is empowerment, funding and strategic media support that strengthens public confidence in local artistic productions and expands their reach,” he said.

He added that Omani theatre groups have achieved recognition at international festivals, although many productions remain relatively unknown among domestic audiences.

These prominent professionals in the field believe that strengthening the creative industries aligns closely with the objectives of Vision 2040, particularly efforts to diversify the economy, create jobs and promote Oman’s cultural identity globally.

With global demand for digital content and cultural experiences continuing to rise, these experts believe Oman is well positioned to transform its creative assets into a new engine of economic growth, tourism development and international influence.