NZ government looks to add 5k people to creative sector by 2030

New industry strategy includes focus on cultural exports.

More jobs are set to be generated in the creative sector in New Zealand, with the government implementing its new 'Amplify' strategy for the industry. 

Goals of the now-live plan include growing the economic contribution of the creative sector to a minimum of $13b (NZ$22b) of New Zealand's gross domestic product by 2030. Among the areas of focus are cultural exports and tourism. 

As part of the Amplify targets, the NZ government aims to add 5,000 people to the creative sector workforce over the next five years. 

Arts, Culture, and Heritage Minister Paul Goldsmith noted: "Our government's vision is for New Zealand to we be as well known for its arts and creativity as it is for dairy exports and beautiful scenery. We know we already have a strong base and areas of global excellence. 

"In November 2024, we released our first draft of Amplify, sparking a conversation with those across the sector, seeing if we can agree broadly on a pathway forward."

Thanking all those who provided feedback and helped shape Amplify, the minister went on to say that creativity does not lend itself to tidy strategies.

"That is why Amplify is enabling, rather than constraining," Goldsmith pointed out. "It provides a framework but leaves plenty of room for individuals, communities, companies, and institutions to find their own path." 

Amplify will see wider government investment in the creative space and facilitating sustainable career prospects in the industry. Government regulation will also be revised to enable further sector growth. 

The minister declared: "Amplify will be a living document, updated regularly with input from creative industries to ensure it remains relevant to the sector. The conversation will continue."

With the newly rolled out initiative, the goal is to boost the number of New Zealanders engaging with local arts, culture, and heritage by 10%.