Development of cultural industries for sustainable development in the Pacific

Pacific arts and crafts had and still have social and cultural significances which have often been considered as more imporant than their economic values especially in semi-subsistance Pacific economy and traditional life. Over centuries, Pacific islanders have developed arts of exchange of its wealth in order to nurture bonds among remote islands and communties scattered in the vast Pacific ocean.

Although the Pacific is still a net importer of cultural goods, the recent development of the cultural industries supported by pioneering entrepreneurs represents an opportunity for the Pacific islands states to pursue the achievement of MDGs for sustainable development.  

A study “Development and Marketing Strategies for Pacific Cultural Industries” (SPC/F. McComb, 2012) identifies fashion (haute couture, prêt-a-porter, and mass market) and visual arts (paintings, sculpture, antiques, photography, installations, etc) and also MICE (Meetings, Incentives, Conventions and Events) as sub-sectors with strong potentials in Pacific cultural industries. However, the study points to a necessity of promotion and marketing strategies for different areas of Pacific cultural industries for further growth.  For example, Pacific music industry needs to address challenges including infrastucture development (recording studios and online presence), IP laws and their enforcement in order to compete in the international music market.

At present, there are three Regional Trade Agreements (RTAs) in the Pacific PICTA, PACER, SPARTECA which aim to increase intra-region trade. The region is currently working on PACER+ which will include Australia and New Zealand with the aim of expanding free trade to the broader region.  Also, EU has been in negotiations with the Pacific since 2008 to create an Economic Partnership Agreement (EPA) which would replace the Lome/Cotonou Convention.  The study provides information on the potential impacts of the above trade agreements on Pacific cultural industries.

The strengths in Pacific cultural industries lie in its cultural diversity, sustainable tourism and diaspora markets in particular along the Pacific Rim market.  However, in order to Pacific cultural industries to grow, there are certain issues that need to be addressed in terms of production capacity, design innovation, IP right enforcement, infrastructure, support systems from public and private sector and civil society, coordination among authorities involved (including Ministry of Industry, Ministry of Labour, Ministry of Investment and Trade, etc), etc.  Strong pro-cultural policies and programmes can provide a solid foundation for the development of Pacific cultural industries. 

As part of its normative actions, UNESCO has been promoting the 2005 Convention for the Protection and Promotion of the Diversity of Cultural Expressions in the Pacific region.  The 2005 Convention is about the cultural goods and services of contemporary expressions.  The Convention is considered the first standard setting instrument that puts culture and development at its core.  Its guiding principles firmly state that culture is one of the mainsprings contributing to sustainable development.  The Convention encourages Parties to take the dual cultural and economic nature of cultural goods, services and activities into account in their national policies for culture as well as those related to international cooperation for development.  It aims to strengthen cultural industries, particularly in developing countries, as a means to contribute to inclusive and sustainable development. 

As a follow up of the Asia-Pacific Ministerial Forum on the Diversity of Cultural Expressions (Dhaka, May 2012), a regional launch of the 2005 Convention in the Pacific is planned at  a meeting of culture ministers on the occasion of the 11th Festival of the Pacific Arts (Honiara, Solomon Islans, July 2012).

Cultural Policy and Regional Cooperation

Pacific Member States are encouraged to organise annual events to celebrate relevant international days so as to raise awareness of the cultural contribution to sustainable development and mainstream culture into development policy, strategy and plan at all levels. 

The Pacific Plan endorsed by the Pacific Islands Forum enshrines the vision of the Pacific Leaders and the goal of strengthening regional cooperation and integration.  The Pacific Plan 2005 states "We treasure the diversity of the Pacific and seek a future in which its cultures, traditions and religious beliefs are valued, honoured and developed."

The First Regional Cultural Statistics Meeting was held in Suva in 2011 in cooperation with SPC and UIS in order to discuss how to take account of the specificities of the Pacific region in the application of the UNESCO Framework for Cultural Statistics (2009) to develop cultural statistics in the region.