Creative Industries in the Great South West Take Centre Stage at Houses of Parliament

Falmouth University brought together leading voices from across politics, education and the creative sector at the Houses of Parliament to launch a landmark report championing the creative industries in the Great South West. 

The event, hosted by the university in partnership with the Great South West Creative Industries University Alliance on Monday 7 July, showcased new evidence that confirms the region as one of the UK’s fastest-growing creative hubs. 

Speakers included Jayne Kirkham, MP for Truro and Falmouth, and Caroline Norbury OBE, Chief Executive of Creative UK. Both highlighted the sector’s vital contribution to local communities, the wider UK economy and the country’s global reputation for creativity and innovation. 

A Thriving Sector 

The report, Creative Industries in the Great South West: Leading from the Edge, reveals the sector’s remarkable growth and potential: 

• Between 2019 and 2022, the Great South West recorded the fastest Creative Industries job growth of any UK region outside London. 
• The region’s Creative Industries now support over 35,000 employees, more than the energy and defence sectors combined, alongside more than 40,000 freelancers and a further 50,000 creative roles in non-creative industries. 
• Together, they contribute £2.7 billion in GVA each year, with productivity far exceeding many other sectors. 
• The region’s strengths align strongly with the four ‘frontier’ sub-sectors identified in the national Creative Industries Sector Plan: Advertising & Marketing, Music, Performing & Visual Arts, Video Games, and Film & TV. 

Universities as Engines of Growth 

The six universities behind the report — Falmouth University, Arts University Bournemouth, Arts University Plymouth, Bournemouth University, the University of Exeter and the University of Plymouth — collectively produce almost 7,000 creative graduates each year, meeting the growing demand for talent. Their research, facilities and industry partnerships help drive innovation, entrepreneurial start-ups and investment, ensuring the sector’s success is shared across urban and rural communities alike. 

Next Steps for the Region 

The event called for the Creative Industries in the Great South West to be formally recognised as a national cluster, unlocking investment and cementing the region’s position as a leader in inclusive, place-based creative growth. 

Professor Emma Hunt, Vice Chancellor of Falmouth University and Great South West board member, said: 

"The Great South West has extraordinary talent and ambition. This report shows just how vital our Creative Industries are for local jobs, regional prosperity and the UK’s place on the world stage. From pioneering new technologies to producing world-class artists and creative entrepreneurs, the Great South West is a powerhouse of ideas and innovation. This research demonstrates the importance of continued support and investment in our creative industries to ensure their impact is felt nationwide." 

“The Creative Industries are at the heart of our cultural identity and economic potential. I’m proud to stand with our partners to champion our region’s talent, innovation and ambition. From freelancers to global studios, the Great South West’s creative economy is proof of what can be achieved when talent is nurtured and opportunities are unlocked. This report is an important step in ensuring our industry continues to thrive — not just here, but across the UK." 

Jayne Kirkham MP for Truro and Falmouth, said: 

“Falmouth University, along with other arts and creative institutions in the Great South West, are at the heart of our region’s creative and cultural identity, and economic future. 

“From film and music to design and digital innovation, the Creative Industries are not a nice-to-have; they are central to who we are and how we grow. They support good jobs, strong communities and a dynamic local economy that innovates across all sectors.  

“Under this government we know that the creative industries are recognised once again, as both a vital life-line for areas such as Cornwall and also as a core economic driver, as it should be. Art is all around us and we must cherish and celebrate the role it plays in our lives. By backing the sector, we can make sure creativity remains one of the Great South West’s greatest assets, driving growth here and across the UK. I’m proud to champion this sector in Westminster and will continue to do so." 

Caroline Norbury OBE, Chief Executive of Creative UK, said: 

“The Government’s recent Creative Industries Sector Vision rightly recognises that this sector is one of the UK’s greatest growth opportunities. But to realise that potential, we need to back creative talent in every part of the country. The Great South West shows what’s possible when local ambition, world-class education and national policy work together. This region’s creative industries are thriving — with the right support, they can go even further, driving jobs, innovation and cultural impact across the UK.” 

The event also recognised the contributions of researchers Joanne Evans, Miriam Quick and Fiona Waters, whose work underpins the case for continued public and private sector backing for the region’s creative growth. 

Great South West Report | Summary Document

Creative Industries in the Great South West: Leading from the Edge | Full Report