A Message from the Executive Director of SACO

I am filled with immense pride and excitement, as we prepare to host the 5th South African Cultural Observatory (SACO) International Conference. This year marks a significant milestone for us, not only as an organisation, but also as a collective of thinkers, practitioners, and policymakers dedicated to the Cultural and Creative Industries (CCIs).

The SACO 2025 International Conference, themed; Creative Economy Futures: Perspectives, Policies and Practices for Tomorrow, will be held on the 5th & 6th of November 2025 in the picturesque town of Stellenbosch, in the Western Cape of South Africa. We are thrilled to bring this event to a region renowned for its vibrant arts and culture scene. Stellenbosch, with its world-class art galleries, wineries, and public art installations, provides the perfect backdrop for what promises to be a thought-provoking and inspiring gathering. This conference comes at a pivotal moment for the cultural and creative industries. As we navigate the rapid changes brought about by emerging technologies, shifting political landscapes, and evolving social structures, it is more important than ever to come together to explore, debate, and shape the future of our sector. The 2025 conference will bring together local, African, and international thought leaders, academics, practitioners, and policymakers to share insights, experiences, and innovative ideas that will help us build a more inclusive, sustainable, and thriving creative economy. 

SACO’s primary goal is the development of a comprehensive cultural information system, while our secondary objectives focus on fostering collaboration, building capacity, sharing insights, disseminating information and supporting the sector through championing evidence-based approaches to policymaking. This conference is a flagship event for SACO, providing a platform for networking, partnership-building, and showcasing cutting-edge research and emerging talent within the CCIs. While we look forward to welcoming around 250 in-person attendees, we are particularly excited about the hybrid format of the conference, which will allow us to reach a broader and more diverse audience, ensuring that we are engaging widely. This inclusive approach ensures that the conference’s insights and discussions will resonate far beyond the walls of the Protea Hotel and Conference Centre in Stellenbosch. 

I would like to extend my heartfelt gratitude to our partners and sponsors, whose support makes this event possible.
We also welcome new sponsors and partners to join us in making the 2025 SACO International Conference a
resounding success. 

As we embark on this journey, I am reminded of the power of collaboration, and the importance of championing
evidence-based approaches to policymaking in the cultural and creative industries. Together, we can shape a future that is not only sustainable but also vibrant and inclusive for all who contribute to, and benefit from, the creative economy. Here’s to a year of innovation, collaboration, and growth. I look forward to seeing you in Stellenbosch in November 2025, as we collectively explore the future of the creative economy.                                           

Warm regards,  

Unathi Lutshaba

Executive Director, South African Cultural Observatory (SACO)