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The article presents a reform-minded vision for developing Jordan's cultural sector, emphasizing the transition from managing seasonal activities to creating a sustainable future industry. The author highlights the importance of strengthening major cultural projects, empowering artists, and developing festivals to become platforms for production and marketing. It also stresses the necessity of measuring impact and ensuring integration with development and economic sectors. The proposal suggests that investment in culture should be part of the national strategy to enhance national identity and human development, advocating for long-term policies and partnerships between the public and private sectors to achieve a lasting cultural and economic impact.
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