Cultural Immersion Through Festivals Boosts Region's Experience Economy

Cultural Immersion Through Festivals Boosts Region's Experience Economy

Omar Ramy
Staff Writer

In the historical town of Essaouira along Morocco's Atlantic coast, an annual celebration of culture comes alive in a festival that fills the streets with the rhythmic beat of drums and gentle singing. Colorful fabrics and crafts extend throughout the busy market stalls as visitors from around the globe explore this blend of diverse traditions. This is the famous Gnaoua Music Festival, which offers visitors a window into Morocco's blend of heritage and modernity through art, music, and shared culture. 

Festivals like Gnaoua aren’t just about entertainment–they’re about connection. Across the globe, there’s a growing interest in immersive cultural experiences. According to Euromonitor’s Top Trends for Travel in 2024 report, museums and cultural sites are among the fastest-growing travel categories. A Skyscanner survey affirms this revealing that 54 percent of travelers consider culture an important factor when choosing a travel destination, indicating a demand for culturally enriching experiences and a shift toward experience-driven travel.

The renowned Gnaoua Music Festival uniquely captures the spirit of cultural immersion, giving participants the opportunity to experience the profound blend of Arab, Berber and African influences through workshops and performances that signify the festival's spiritual roots. Both entertaining and educating, this centuries-old celebration honors Morocco's rich history of coexistence.

As festival director Neila Tazi remarked, "This culture and this festival have served Morocco by delivering the nation's most emblematic message of peace, coexistence, and openness to the world." 

Beyond its cultural resonance, the economic value of the Gnaoua Festival is also substantial. Research indicates that every dirham invested brings in 17 dirhams as a return, equivalent to 240 million dirhams ($23.9 million) annually for the Moroccan economy. 

The Gnaoua Festival is just one regional example of why festivals are becoming an attractive investment opportunity for cities and stakeholders. They bolster a city’s global brand, fostering its cultural offerings and stimulating tourism and economic activity. The Jacksonville Jazz Festival in Florida is a comparable global example of the economic impact of such festivals. A 2019 University of North Florida report recorded 60,000 attendees, most of whom spent an average of $173 per day on food, shopping and accommodations, generating millions in local spending. Similarly, the Sundance Film Festival, the largest independent film festival in the US, generated $90 million in economic value with an impressive 413 percent return on investment.

Beyond direct financial gains, festivals are marketing machines that reach far beyond physical attendance. Coachella, for example, attracted 250,000 in-person attendees while garnering 80 million viewers on their official livestreamThe $250 million it earned in sponsorship revenue highlights the broader branding opportunity of such events.

Moreover, festivals' business model is financially sustainable as governments utilize public-private partnerships (PPPs) to meet cultural and economic goals without burdening public funds. Closer to home in the Kingdom of Saudi Arabia, we see several examples. SEVEN invested $13.3 million to create 21 entertainment destinations, achieving strategic development goals through private investment. The festivals’ ability to merge cultural enrichment with economic viability makes them a powerful investment opportunity globally.

The Kingdom’s Riyadh Season attracted nearly 20 million visitors in 2023.  As the country's Vision 2030 plan continues diversifying, events such as Riyadh Season illustrate how festivals are evolving into transformative platforms. The festival generated approximately 200,000 direct and indirect jobs. With 40 percent of its targeted revenue achieved even before it started, thanks to sponsorships and major deals, Riyadh Season stands as a testament to cultural events' economic potential. 

The 2024 edition promises even more innovation, planning to feature different thematic zones that mix traditional Saudi culture and modern flavors. Along with the Boulevard Runway, consisting of three custom-made stores in old Boeing 777 planes, Al-Murabba district includes a Christian Dior Exhibit and Museum exhibiting pieces from classic to contemporary fashion. The Dunes of Arabia zone will be made available for sand-boarding and camel rides, allowing visitors to engage in the Kingdom's typical outdoor activities. Souq Al Awaleen opening in December, will give a glimpse into Saudi traditions with handicrafts, spices and cultural artifacts. The Joy Awards, opening in January, will celebrate excellence in Arab art, music and cinema, and put the region’s creative talent on the global stage. All of these elements underscore Riyadh Season’s commitment to offering a cultural experience that resonates locally and internationally.

Cultural festivals like Riyadh Season are pivotal to the Kingdom’s Vision 2030, enhancing quality of life, creating 143,000 jobs in the cultural sector, and positioning Saudi cities among the top 100 globally for livability. Showcasing local products through the “Made in Saudi” initiative, and upskilling talent in event management, production, and the arts, these festivals boost local industries and reduce reliance on foreign expertise. They play a vital role in making Saudi cities vibrant cultural hubs, driving economic diversification, and celebrating the Kingdom’s heritage on the global stage.

As we travel across the MENA region, one theme seems to prevail: festivals are not merely tools for cultural entertainment, but also economic growth and urban transformation. Each country is harnessing the power of these events to not only celebrate tradition, but also to attract international focus and drive local investment. This strategic focus on experiential tourism reshapes the region's position on the global stage. 

Meanwhile, technological innovation is shaping the future of festivals in the region. Events like Dubai Design Week use virtual and augmented reality to reimagine traditional arts, merging cultural heritage with cutting-edge tech. While this evolution offers new possibilities, it also raises concerns about preserving authenticity and bridging regional disparities in technological infrastructure.

From the rhythmic heart of Essaouira to the dazzling lights of Riyadh, festivals across the region are reimagining the region’s identity. They’re not just celebrations; they’re platforms for cultural diplomacy, economic empowerment, and a bold redefinition of how it presents as a global destination. These vibrant events are stitching together the rich tapestry of the region’s past with the visionary aspirations of its future, positioning the Middle East and North Africa as an epicenter of creativity and culture exchange.