Tech meets tradition: A successful integration of digital tools is enabling the region's ambitious cultural revitalisation efforts
The culture and heritage of the Middle-East are rich and incredibly diverse, reflecting the region's storied history and the contributions of its ancient civilisations. Be it the first capital of the Saudi dynasty, Al Turaif in Diriyah, known for its traditional Najdi architectural styles, or Hegra in AlUla, KSA’s first UNESCO World Heritage site that showcases well-preserved Nabatean tombs, or the the ancient city of Al-Baleed in Oman and the cultural site of Al Ain in the UAE, the region has been home to some of the earliest human societies, as evident through the many UNESCO world heritage sites scattered across its landscapes. The Middle East’s wide array of traditional dances and music, religious diversity, cultural festivals, and a variety of cuisines all celebrates its heritage that seamlessly blends tradition with modernity.
Amid its efforts to diversify economies, culture tourism in the region is gaining significant attention. Various initiatives, spearheaded by both public and private sectors, focus on restoring, founding and expanding cultural institutions, such as museums, historical monuments, and archaeological sites across the region to showcase its rich history, heritage, and contemporary arts. These initiatives are not only preserving heritage but are also foundational to economic diversification and prosperity.
The region today sees cultural and heritage revitalisation as a key enabler of its national transformation agendas. At the core of Saudi’s Vision 2030 lies cultural revitalisation, steered by the Ministry of Culture, with three main goals: embedding culture in everyday life, leveraging culture for economic growth, and using culture to enhance the Kingdom’s international standing. The establishment of 11 cultural commissions dedicated to various cultural segments, such as music, film, heritage and museums, underscores Saudi Arabia’s commitment to the growth of this sector. Significant investments in the development of AlUla, a site of remarkable historical and artistic interest, aim to attract visitors and enrich the local communities. Another notable initiative, Diriyah Gate in Riyadh, is set to feature arts districts, academies, a new media arts institute, museums, and hotels.
Qatar’s Ministry of Culture, in partnership with the Islamic World Educational, Scientific and Cultural Organisation (ICESCO), is working towards the preservation of the intangible cultural heritage and promotion of diversity in cultural expressions. The UAE recently enacted a law to establish the Abu Dhabi Heritage Authority, tasked with safeguarding the Emirati heritage and traditions, including promoting national identity values; documenting heritage practices; and conducting relevant studies and research on literature and traditions. The Abu Dhabi Arabic Language Centre (ALC) has been established with the aim of positioning Abu Dhabi as a leader in Arabic language in the fields of culture, creativity and education.
The process of cultural and heritage revitalisation unfolds in several crucial stages. While the specific approaches may differ based on local contexts, resource availability, objectives and technological maturity, the general stages include:
Identification and assessment involves recognising the significance of cultural and heritage assets; and conducting comprehensive assessments.
Planning and development for strategic planning, engaging communities in cultural development planning, and establishing supportive regulatory frameworks.
Conservation and preservation encompasses the physical restoration of tangible heritage and the preservation of intangible heritage.
Activation and use involves the adaptive reuse and cultural programming of heritage assets and elements such as art forms, festivals, and historical sites.
Management and sustainability focuses on the sustainable management practices and the monitoring and evaluation of preservation initiatives.
Documentation supports disseminating information to the stakeholders and international organisations.
Legacy and continuation covers building capacity and legacy planning for the future.
Emerging technologies can greatly enhance the preservation, management, and engagement with cultural and heritage sites. By integrating various technologies and infrastructures, stakeholders can ensure that valuable cultural assets are maintained and celebrated for future generations. Technologies like digital photogrammetry and 3D printing, enabled by artificial intelligence (AI), and natural language processing (NLP), alongside blockchain technology, provide unique advantages from initial assessment and preservation to activation for public engagement and sustainable management. These technologies can provide unique benefits across the different phases. Let’s have a look at ‘how’?
Integrating various technologies into a unified infrastructure for cultural heritage preservation fosters a synergistic ecosystem. In this interconnected approach, data collected from one technology enhances others, allowing seamless data sharing and utilisation. For instance, Light Detection and Ranging (LiDAR)-generated 3D models of archaeological sites can feed into AI systems for predictive analysis and virtual reconstructions. This offers insights into preservation needs and enables immersive visitor experiences. Similarly, blockchain technology secures the provenance and integrity of data from IoT sensors, ensuring authenticity and trust in environmental monitoring. By harnessing the collective strengths of these technologies, cultural and heritage authorities can achieve a more holistic understanding of their sites, streamline conservation efforts, and optimise resource allocation. The result is not only improved preservation and accessibility of cultural heritage but also innovative engagement strategies, making heritage conservation more efficient, dynamic, and impactful.
PwC uniquely tailors its services to support digital regeneration in cultural and heritage sectors. By blending deep sectoral expertise with state-of-the-art technology, we offer a distinctive value proposition that realises our clients' visions. Through innovation, we harmonise traditions with digital advancements, driving forward the preservation of cultural and heritage preservation assets.
