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Selling Culture

As technological change drives globalisation..
As post-industrial ways of living spread..
As the balance of power shifts towards developing countries..
Creativity emerges as a key factor in development..
Cultural trade grows rapidly..
Creating stark new challenges for business and the arts.


In the past, nations promoted their culture mainly to enhance their prestige. Now they are appreciating the economic benefits of exporting their cultural goods and services.

As the Jamaican Senator Donna Scott-Mottley put it in 2006, “Sugar days are done, banana days are done but in this globalised world, our culture is what sells us and we have to begin to look at it as a business.”

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