The Secretary General of the United Nations Educational, Scientific and Cultural Organization (UNESCO), Lwandle Simelane, says the country’s creative industry should ensure that it benefits from money being injected into the space.
According to information sourced from Afreximbank (African Export-Import Bank), the African creative industry is projected to reach a value of $200 billion through increased funding and infrastructure.
By 2030, Africa is projected to produce up to 10% of global exports of creative goods, valued at around $200 billion, representing 4% of Africa’s GDP, with the potential to create more than 20 million work opportunities.
Simelane made her remarks during the MTN Bushfire and United Nations Eswatini live dialogues at Limkokwing University of Creative Technology (LUCT).
Held under the theme “Creating Synergies in the Creative-Cultural Ecosystem for Sustainable Festivals and Events,” the event gathered key players in Eswatini’s creative space. Panellists included representatives from UNESCO, ESWACOS, New Life Entertainment, and MTN Bushfire.
Simelane stated that the creative industry presents a significant opportunity for Eswatini, as long as key sectors work together to unlock its full potential.
She emphasized the importance of cross-sector collaboration between creatives and complementary industries such as marketing and branding, as a crucial strategy to enhance the sector’s impact.
“There is a need for policymakers, the private sector, and artists themselves to work hand-in-hand—not just locally, but also on an international scale to promote local art, be it music, movies, and other creative content,” she said. “We must build our brand together, with a focus on sustainability and digital transformation, ensuring that no one is left behind. The digital space offers many avenues for creatives to express themselves on an international level.”
The workshop also examined how Eswatini can leverage its rich cultural heritage through festivals and events to create jobs, boost tourism, and contribute meaningfully to GDP.
Participants strongly advocated for the professionalization of the sector, with recommendations to strengthen policy frameworks, enforce supportive legislation, and educate creatives on their rights and economic value.
“We must stop viewing artists merely as entertainers. They are economic contributors, and the creative sector must be seen and treated as a formal part of our economy,” Simelane emphasized.
The discussions also explored the intersection of economics, the environment, and the digital ecosystem within the creative industries. Participants were urged to continuously learn and evolve to fully benefit from the sector’s projected growth and global relevance.