The Middle East and North Africa region is experiencing a transformation as culture and heritage become central to economic growth and diversification. Countries such as Morocco, Egypt, and the Gulf states are shifting their tourism strategies from focusing on visitor numbers to prioritizing quality experiences and higher per-visitor spending, with cultural tourism emerging as a key driver. Major investments in heritage sites and creative industries, like Saudi Arabia's AlUla and music festivals, as well as Qatar's film initiatives, are generating jobs and attracting international attention. However, the region faces challenges in ensuring that tourism benefits local communities, maintains authenticity, and upholds sustainability standards. The long-term success of this cultural renaissance will depend on effective governance, investment, and regional cooperation to harness the full potential of the area's rich heritage.