PAKISTAN’S development debate has long focused on infrastructure, agriculture, industry and technology. Yet art, creativity and culture are equally essential to economic progress. They generate employment, encourage innovation and empower communities. Institutions such as the Institute of Art and Culture can connect Pakistan’s cultural heritage with creative industries, emerging technologies and new economic opportunities. The country’s languages, crafts, music, film, design and storytelling represent an enormous reservoir of untapped potential. The global economy demonstrates the scale of this opportunity. According to UN Trade and Development, global exports of creative services reached US$1.7 trillion in 2024, while creative goods exports totalled US$709 billion. Creative services grew by 12 per cent in one year and accounted for 20 per cent of global services trade. These figures show that creativity is not confined to galleries, theatres or performance spaces. It has become an important part of international commerce, technology and employment. Countries that invest in design, digital content, entertainment and cultural products can diversify their economies and reach new markets.
They also create demand for transport, hospitality, professional services and local suppliers, allowing economic benefits to spread beyond the creative businesses themselves and reach neighbourhoods, families and wider regional economies. For Pakistan, the possibilities are considerable. Fashion, textiles, handicrafts, filmmaking, animation, music, publishing, advertising, gaming and digital content can generate jobs, support small businesses and earn foreign exchange. A designer in Lahore, an artisan in southern Punjab, a filmmaker in Karachi or a game developer working remotely can serve international clients. With professional training, digital connectivity, finance and market access, individual talent can develop into sustainable businesses. Pakistan nevertheless needs reliable data and a coherent national policy. A UNESCO-supported initiative produced the country’s first cross-provincial dataset on cultural and creative industries, examining music, festivals, food, gaming, textiles and artisanship across the provinces and Gilgit-Baltistan.
The research identified opportunities alongside persistent challenges, including informal employment, dependence on personal financing, limited export access and gender inequalities. Better statistics are essential to measure the sector’s contribution to employment, exports and national income and to guide public and private investment. Universities have a crucial responsibility in translating this potential into practical opportunities. Education must combine creative skills with technology, entrepreneurship, marketing and industry collaboration. Students need practical experience, professional portfolios and an understanding of intellectual property rights. The objective should be to prepare graduates not only for employment but also to establish enterprises and create jobs for others. Game design illustrates how creativity extends far beyond entertainment. Interactive games can support classroom learning, teach languages, explain scientific concepts and help health professionals communicate complex information.
Educational simulations can prepare workers for professional environments, while animation can make difficult subjects easier to understand. These industries need designers, writers, programmers, editors, sound specialists, producers and marketers, creating diverse pathways for young people. Creative activity can also strengthen communities and promote social development. Art programmes can engage disadvantaged young people, encourage dialogue and provide opportunities for women artisans, rural producers and people with disabilities. Contemporary film, fashion, design and digital storytelling can introduce international audiences to a richer picture of Pakistan. The China-Pakistan Economic Corridor also offers possibilities for cultural exchange, media collaboration and joint digital productions. These opportunities require practical partnerships, professional standards and sustainable business models. UNESCO’s 2026 cultural policy report warns that generative artificial intelligence could reduce creators’ revenues, particularly in music and audiovisual production. Pakistan needs stronger copyright protection, fair contracts, digital literacy and responsible adoption of emerging technologies. Creators must be able to use new tools while protecting the originality and ownership of their work. A national strategy should integrate creative industries into economic planning, education and export promotion. Governments should improve data collection, simplify business registration, expand access to finance and help creative enterprises reach international markets.
Schools should introduce students to art, design, music and media literacy. Universities should strengthen industry partnerships, practical training and community engagement. Particular attention should be given to women entrepreneurs, regional craftspeople and young people who lack the resources to enter established markets. Pakistan does not lack talent, cultural richness or imaginative young people. What it needs are institutions and policies that transform these strengths into sustainable employment, competitive exports and inclusive development. The World Intellectual Property Organization’s Global Innovation Index 2026 places Pakistan at 120th in its creative goods and services subpillar, highlighting the need to strengthen pathways connecting creative talent with commercial opportunity. Art and culture must be recognised as essential components of economic development, social cohesion and national progress. Pakistan’s future will depend not only on what it builds, but also on what its people are empowered to imagine, create and share with the world.
—The writer is a Professor at the University of Central Punjab.
