Megan Beyer and Gregory Houston: America's greatest export may be its culture

Chicago Tribune

26-06-2025

As the United States navigates rising geopolitical competition and a rapidly evolving digital economy, one of our most effective yet underused assets is American culture.
From film and fashion to music, museums and design, the arts are not just expressions of creativity — they are powerful drivers of economic growth, job creation, urban revitalization and global influence.
We have worked across both sides of the aisle and believe these are not partisan issues. Investing in arts and culture is good policy — plain and simple. It strengthens our tax base, supports small businesses, enhances public health and well-being, and reinforces America's leadership on the world stage.
While some continue to debate funding for the National Endowment for the Arts or question the value of cultural diplomacy, the data speaks for itself. According to the U.S. Bureau of Economic Analysis, the arts and cultural sector contributed $1.1 trillion to the U.S. economy in 2021 — representing 4.4% of gross domestic product.
This is not an abstraction. It includes over 5.2 million jobs in industries such as film, publishing, advertising, performing arts, museums, architecture and design.
To put that in perspective, arts and culture contribute more to the GDP than agriculture, transportation or construction.
This growth isn't confined to coastal metropolises. Cities such as Louisville, Kentucky, and Boise, Idaho, have embraced cultural innovation as core to downtown revitalization and economic development. Local creative economies drive tourism, real estate and small business growth — making the arts not just aesthetically important but also economically strategic.
While the COVID-19 pandemic decimated live performance venues and museums, the resilience of the creative sector has been striking. The NEA reported that employment in the arts rebounded sharply in 2022, with creative occupations growing faster than the broader labor market.
Federal relief programs — such as the $135 million distributed through the American Rescue Plan to arts organizations — helped stabilize institutions and workers; but the long-term opportunity lies in treating the arts as infrastructure.
Beyond borders, culture is currency. The U.S. exports billions of dollars annually in cultural goods and services, including film, streaming media, video games and music. American music dominates global playlists; American movies lead international box offices.
Make no mistake: When a teenager in Sao Paulo wears a hoodie inspired by Marvel's Iron Man, or when K-Pop groups emulate Beyoncé's stage choreography, that is 'soft power' at work.
The U.S. Department of State has long used culture as a diplomatic tool — from jazz tours during the Cold War to recent hip-hop diplomacy initiatives in the Middle East. These efforts don't just make friends; they reinforce the American narrative of innovation, diversity and freedom.
Sports diplomacy programs build goodwill and boost the economy. When American athletes and coaches engage youths abroad — often through partnerships with the NBA, WNBA, NFL and MLB — they promote leadership and inclusion while expanding global fan bases, increasing merchandise sales, and opening new markets for U.S. sports and media.
Yet, despite this immense value, the federal government spends $200 million annually on the NEA . That's dwarfed by the per capita arts spending of Canada, the United Kingdom and virtually every European Union nation.
Globally, the U.S. State Department allocates around $740 million annually for educational and cultural exchange programs — far less than China's estimated $10 billion to $15 billion annual investment. As global powers compete to shape the values and narratives of the 21st century, America's ability to lead through cultural engagement is both a strategic necessity and an economic opportunity. Cultural exports drive tourism, open markets and amplify the global appeal of American innovation and values. To stay competitive, we must treat cultural diplomacy as a smart, forward-looking investment.
If arts and culture strengthen our communities at home and our influence abroad, why aren't we investing in them like the strategic assets they are?
To unlock the full potential of American culture, we need a bold national strategy that includes:
In the 21st century, influence is not just about military might or technological dominance — it's about whose stories shape the future.
America's creative edge remains one of its most valuable assets. Let's recognize the arts not as charity, but as smart policy — fueling jobs, generating tax revenue, revitalizing communities, and advancing U.S. trade and influence around the world.
Megan Beyer was director of the President's Committee on the Arts and the Humanities from 2015 to 2016 and director of the Office of Art in Embassies from 2021 to 2024. Gregory Houston is president and CEO of International Arts & Artists (IA&A).