The creative economy is a dynamic sector vital for economic diversification, job creation and digital innovation. According to recent UNCTAD research spanning over 55 countries, the creative economy now accounts for over 6 per cent of global gross value added. Creative services exports reached a record $1.5 trillion in 2023, representing 19 per cent of global services exports. Despite global uncertainties, the sector continues to demonstrate significant growth and strategic economic value. However, trade in creative goods and services remains marked by significant imbalances, in terms of both participation and data availability.
Nearly 70 per cent of creative goods and services exports originate from only 10 countries, leaving many developing countries underrepresented despite rich cultural heritages and creative potential. This disparity not only limits economic opportunities, it also restricts the diversity of cultural expressions and perspectives exchanged globally. In addition, data limitations pose a challenge, particularly with regard to digital creative services.
Discussions at this event will examine trade policies and national experiences that have successfully supported the growth of the creative economy, and the kinds of support, data and cooperation that can unlock the full potential of the creative economy for sustainable development, as noted in resolution 78/133 of the General Assembly. Insights from the event can help shape future international action and policy priorities.
Programme
Opening remarks: Pedro Manuel Moreno, Deputy Secretary-General of UN Trade and Development (UNCTAD)
High-level panel and interactive discussion
Questions:
- What is the strategic importance of the creative economy with regard to long-term development goals?
- Which policy measures have proved effective in promoting trade and investment in creative industries?
- What are the main challenges and opportunities in enhancing creative goods and services trade in developing countries?
- How can international organizations and multilateral frameworks better support countries in integrating creative industries into their broader economic and digital strategies?
Speakers:
- Augusto Jorge de Albuquerque Veiga, Minister of Culture and Creative Industry of Cabo Verde
- Lyonpo Namgyal Dorji, Minister of Industry, Commerce and Employment of Bhutan
- Lodovico Benvenuti, Director of Multilateral Relations and Regional Director for Europe of the International Federation of the Phonographic Industry
- Ditya Agung Nurdianto, Director for International Trade at the Ministry of Foreign Affairs of Indonesia
First responders:
- Rupa Chanda, Director of Trade and Investment Division, United Nations Economic and Social Commission for Asia and the Pacific
- Robbert Baruch, Senior Vice President Public Affairs, Europe, and Data Analytics at enter for Music Ecosystems, Amsterdam
- Anmol Kaur Grewal, Postdoctoral Research Fellow in the Department of Economics and Data Analytics, World Intellectual Property Organization
Moderator: Marisa Henderson, Chief, Trade and Creative Economy Section, UN Trade and Development (UNCTAD)
Closing remarks: Luz Maria de La Mora, Director, Trade and Commodities Division, UN Trade and Development (UNCTAD)
Mr. Pedro Manuel Moreno of Spain, is Deputy Secretary-General of UNCTAD.
He has over 20 years of experience of working for multilateral and intergovernmental organizations in programme, management and strategic positions both in the field and at headquarters.
He was Deputy Secretary-General of the Communication for Development Committee at the Spanish National Commission with the United Nations Educational, Scientific and Cultural Organization (1999-2004), and for the United Nations Development Programme, at the Country Office in Ecuador and, in New York City, as part of the Human Development Report team, at the Regional Bureau for Latin America and the Caribbean and at the Executive Office.
In 2014, he was appointed Chief of Staff of the Ibero-American Conference in Madrid, where he coordinated key political processes and South-South cooperation projects.
In September 2021, he was named Chief of Staff and Director of the Office of the Secretary-General of UNCTAD.
Luz Maria de la Mora is the Director of UNCTAD's Division on International Trade and Commodities. As a former Vice-Minister for International Trade and decades of government and private sector positions, Ms. de la Mora developed a career in international trade policy, negotiation, operations, and trade promotion.
During her tenure as Vice-Minister for International Trade of Mexico from 2018 to 2022, Ms. de la Mora led Mexico's trade and investment policy, overseeing fourteen free trade agreements with 51 countries. To bolster Mexico's development, she steered discussions in the World Trade Organization, the United States-Mexico-Canada Trade Agreement, Comprehensive and Progressive Agreement for Trans-Pacific Partnership, and Pacific Alliance, among others. She also coordinated policy dialogues and handled private sector consultations.
Ms. de la Mora holds a PhD in Political Science from Yale University, USA, a Master's degree in International Affairs from Carleton University, Canada, and a Bachelor's degree in International Relations from El Colegio de México, Mexico.
She is fluent in English and Spanish, and proficient in French.
Augusto Jorge de Albuquerque Veiga is the Minister of Culture and Creative Industry of Cabo Verde and the President of the National Commission for UNESCO in Cabo Verde. He pursued academic studies in Political Science and English Language at the University of Arizona and Pima Community College, in the United States of America.
Augusto is an accomplished entrepreneur and music producer. He has been actively engaged in the music and cultural events sector since 1994, building an extensive professional record as an executive producer and promoter of initiatives aimed at fostering and elevating Cabo Verdean artistic creation.
He formerly served as Director-General of the Atlantic Music Expo (AME), an international platform dedicated to the exchange and promotion of Cabo Verdean music, through which he played a decisive role in enhancing the country’s visibility and reputation on the global cultural and musical stage. He has also been a member of the Youth for Democracy (JpD), a member of the Political Commission of the Movement for Democracy (MpD), and a municipal councilor at the Praia City Council. Since 2016, he has dedicated himself fully to the music sector, contributing significantly to the development and consolidation of the national cultural and creative industries.
On August 8, 2024, Dr. Veiga assumed the office of Minister of Culture and Creative Industries and President of the National Commission for UNESCO in Cabo Verde, within the Government of the Tenth Legislature, reaffirming his unwavering commitment to the promotion of culture, the arts, and creativity as fundamental pillars of the nation’s sustainable development.
Lyonpo Namgyal Dorji serves as the Minister for Industry, Commerce and Employment (MoICE) in the Royal Government of Bhutan, following his appointment by His Majesty The King on 28 January 2024. He is also a Member of Parliament in the National Assembly of Bhutan, representing the Kabji-Talo constituency in Punakha.
He holds a Master’s degree in International Relations and Diplomacy from the Coral Bell School of Asia Pacific Affairs at the Australian National University, a Postgraduate Diploma in Public Administration from the Royal Institute of Management, and a Bachelor of Arts (Honours) in English from the University of Delhi.
Before entering politics in 2022, he served for over 12 years in the Ministry of Foreign Affairs, where he held various diplomatic and policy roles including 4 years of service at the Permanent Mission of Bhutan to the United Nations in New York.
Outside of his official responsibilities, he enjoys reading, long hikes, and spending quality time with his family and three children.
Dr. Ditya Agung Nurdianto is currently the Director of International Trade of the Ministry of Foreign Affairs of the Republic of Indonesia.
Previously, he was a Minister Counsellor at the Permanent Mission of the Republic of Indonesia to the UN, WTO, and Other International Organizations in Geneva. During that period, he was the Coordinator for WTO-related issues.
Prior to this, he was in charge of other international organizations, such as WIPO, ILO, FAO, and ASEAN. Following his first posting to Geneva in 2012-2016, Dr. Nurdianto was appointed as the Deputy Director for Agriculture and Commodity Development at the Ministry of Foreign Affairs, a position he held until 2019 when he was posted again to Geneva.
Dr. Nurdianto received his B.A. in economics (cum laude) from the California State University at Los Angeles and a Master's degree in economics from Universitas Indonesia. He completed his Ph.D. in economics at the Australian National University.
Marisa Henderson is Chief of the Trade and Creative Economy Section at UN Trade and Development (UNCTAD). The Section supports developing countries to maximise trade-and-development gains from the creative economy, leveraging creativity and cultural assets to generate jobs, diversify economies, and reduce poverty sustainably.
Marisa has worked at UNCTAD for over twenty years and has authored several publications on international trade and development, most recently the Creative Economy Outlook 2024. She holds a PhD in International Political Economy from the University of Warwick (UK) and a master’s in International Relations from the Latin American Faculty of Social Sciences (FLACSO, Costa Rica/Argentina).
