By Eliana Prada, Martín Inthamoussú, Adam Veprinsky Mehl, Johanna Hansmann and Karoline Barros
The Creative Economy has become a key driver of economic development throughout the globe. It is one of the fastest-growing sectors in the world economy, not only in employment generation but also in creative work creation and export earnings through creative goods and services.
Though a high level of informality in the Creative Economy makes accurate data hard to come by, the creative industries represent an important generator of employment in the Latin America and Caribbean region. According to Ernst & Young Global (year), the cultural and creative industries generate around 1.9 million jobs annually, and employ more people aged 15 to 29 than any other sector, especially women. According to the UN, employment opportunities for young people are among one of the region’s greatest challenges, and their inclusion in the economy is key to attaining the 2030 Sustainable Development Goals.
Amazonia is globally recognized as a vital ecosystem, home to 50 million people and incredible biodiversity and landscapes, cultures and ethnic groups. However, it also faces critical challenges that affect the Amazonian people, and its natural and cultural assets.
The Creative Economy in Amazonia has the potential to promote a development of the region not only aligned with crucial socio-environmental premises but also has the capacity to support and boost other sustainable economies, by valuing the region’s cultural and creative production.
It is because of this potential that the Creative Economy integrates one of the Amazonia Forever pillars, the IDB regional coordination program that guides the Bank and partners’ institutional strategy in Amazonia.
Challenges in Amazonia’s Cultural and Creative Sectors
A unique set of challenges, such as limited infrastructure, funding constraints, and lack of market access have made it difficult for local creators to thrive. The vast geography and difficult transport and connectivity – both physical and digital – conditions complicate collaboration across states even further. Many cultural agents lack adequate digital access and technological tools, impacting their visibility and capacity to connect with wider networks.
These challenges underscore the importance of building a more resilient creative ecosystem. In order to achieve this, a solution is needed to not only visualize cultural and creative resources, but also to foster connections within the creative community, creating opportunities for collaboration and growth.
A Strategic Solution: Mapping cultural and creative agents
Recognizing the role of culture and the Creative Economy in sustainable development, the Inter-American Development Bank (IDB) has embarked on a project to map and strengthen the Creative Economy ecosystem across three key states in the Brazilian Amazonia: Amazonas, Pará, and Roraima. This project seeks to identify cultural and creative assets, connect local creatives, and unlock the potential of the creative industries as pillars of economic resilience and social inclusion.
A critical component of the IDB’s approach involves Kultursistema, a digital platform designed to map and document cultural and creative ecosystems, highlight their contributions and identify potential for collaboration. The data captured is intended to be used for strategic planning, helping governments, cultural institutions, and creatives alike to develop policies and partnerships that will generate employment opportunities and inclusion for Amazonia.
In the initial data collection phase, almost 400 cultural and creative agents, including individuals as well as public and private organizations, were identified, including 142 in Amazonas, 162 in Pará, and 94 in Roraima. Each agent was cataloged based on key factors such as main sector, legal nature, primary and secondary activities, and contact information. This detailed categorization facilitates targeted support and network building across the region’s diverse cultural and creative landscape. Additionally, several key cultural hubs, like the Casarão de Idéias Cultural Center in Manaus and the Parintins Folkloric Festival, were highlighted for their significant impact on local creative value chains, reinforcing their roles as focal points for future initiatives.
By enabling the visualization of this rich cultural landscape, the IDB is supporting a more connected and resilient Amazonian creative ecosystem.
Opportunities for sustainable development
In addition to addressing pressing challenges, the mapping of Amazonia creative ecosystem project unveils opportunities for sustainable cultural and economic development. Notably, Belém, one of the cities included in the mapping effort, will host the COP30 summit in 2025. This presents a unique chance to showcase the Amazonian Creative Economy on an international stage, linking creative industries with green initiatives and sustainable tourism.
This mapping initiative also seeks to bridge cultural and environmental goals, connecting the Creative Economy with the “green economy” in the region. By identifying cultural agents who are already working at the intersection of arts, culture, and sustainability, the project can amplify these practices and encourage new ventures.
A Collective Vision for the Future
As the project unfolds, the insights from this mapping exercise will inform future public policies to foster the Creative Economy in Amazonia. The creative and cultural industries are key to raising awareness about the challenges facing Amazonia, such as deforestation and climate change. By creating compelling narratives, entrepreneurs can engage audiences and ultimately influence public policy and encourage concrete actionable plans. To address climate related challenges, governments from Latin America and the Caribbean could draw innovative solutions from creative talent, leading to new technologies and solutions that address the most pressing climate change challenges.
Now, more than ever, is the time to do so.
Leave a Reply