Turning passion and pride into success

"The popularity and recognition of craft has soared in the past decade. At 2024's Venice Biennale-generally considered a barometer of the contemporary art world-there was a proliferation of handicrafts, particularly textiles, on show. "These works reveal an interest in craft, tradition and the handmade, and in techniques that were at times considered other or foreign, outsider or strange in the larger field of fine arts," said Adriano Pedrosa, the exhibition's curator."

"The Unesco adoption of the Convention for the Safeguarding of the Intangible Cultural Heritage in 2003, for which traditional handicrafts is a part, was a positive first step towards preservation of crafts around the world. But the revival of handmade items is also a response to industrialisation, mass production and throw-away culture. More and more, people are choosing to surround themselves with objects that are authentic sustainable, and that directly support small businesses or individual makers."

"Countries that have rich histories of craft are maximising this momentum by supporting and promoting their artisans. One example is Saudi Arabia, which designated 2025 as the Year of Handicrafts, which has included putting on exhibitions, festivals and workshops across the country. Saudi traditional crafts have already been added to Unesco's list of Intangible Cultural Heritage, including the Al Sadu weaving technique of the Bedouin women, and Al-Qatt Al-Asiri, the colourful interior wall decorations distinctive to the Asir region in the south-west of the country."

The popularity and recognition of craft has surged over the past decade, with handicrafts and textiles prominent at major contemporary art events such as the 2024 Venice Biennale. UNESCO's 2003 Convention for the Safeguarding of the Intangible Cultural Heritage acknowledged traditional handicrafts as worthy of preservation. The revival of handmade items responds to industrialisation, mass production and throw-away culture as consumers increasingly seek authentic, sustainable objects that support small businesses and individual makers. The global market is large and growing; the World Crafts Council Europe estimates the European market at €50 billion. Countries with craft traditions are actively promoting artisans through festivals, exhibitions and state funding, and Saudi Arabia has designated 2025 as the Year of Handicrafts while adding traditional practices to UNESCO's intangible heritage list. The state-run Cultural Development Fund was established to drive sustainable economic growth across cultural sectors.

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