The role of the creative sector in the North East economy
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The North East has long been a region defined by innovation, resilience, and a strong sense of identity. Increasingly, it’s the creative industries that are helping to shape that identity – not just culturally, but economically.
From design studios in Newcastle to digital content creators in Sunderland, from independent artists in Durham to film, gaming, and performing arts across the region, the North East’s creative sector is thriving. It supports thousands of jobs across the wider creative economy and contributes significantly to GVA through a mix of microbusinesses, freelancers, and larger organisations.
But creativity’s value extends far beyond the arts. It plays a crucial role in driving innovation, enhancing place-making, and helping businesses across sectors connect with audiences in more meaningful ways. For manufacturers, it’s product design. For tourism, it’s branding and cultural assets. Creative thinking fuels growth and makes businesses more adaptable in a rapidly changing world.
The sector also has a proven ability to support regeneration and attract investment. Towns and cities across the North East have used culture-led initiatives to breathe new life into high streets and post-industrial spaces. Creative hubs, artist studios, and festivals have all contributed to transforming perceptions.
Businesses across the region – whether directly part of the creative sector or not – have much to gain from closer collaboration. Engaging with local designers, content creators, or cultural institutions can add value to products, services, and customer experience. It’s also a way to keep skilled talent in the region and nurture the next generation of creative professionals.
Creativity isn’t a “nice to have” – it’s a strategic asset. As the North East continues to build a resilient, future-facing economy, the creative sector should be recognised as a key contributor, not just to quality of life, but to productivity, innovation, and inclusive growth.
Investing in creativity means investing in the region’s future.