Although the concept of changing the Spanish productive model has been talked and written about since the 2004 elections, reflections on the issue have taken centre stage since the economic crisis has manifested itself with greater virulence. When academics, trade unionists or politicians lie about the issue, they are basically referring to the "desire" that instead of a considerable part of our wealth and jobs originating in the construction or tourism sectors, with very low productivity, this wealth and employment should be located in the aeronautics, renewable energies, ICT sectors, biotechnology, research or other advanced services. There is no doubt that some sectors are capable of generating more wealth per worker than others, and there is no doubt that some sectors offer more attractive jobs than hotel receptionists, shop assistants in department stores or bricklayers. As surprising as it may be to some policy makers, this article argues that we should pay more attention to the cultural sector. The figures are not negligible, since we are talking about a set of activities that in 2005 -the last year for which the accounts are available- accounted for 3% of GDP for cultural activities and 3.8% for all activities related to intellectual property. To get an idea of what this dimension means, we can say that, for that same year, it represented a size in economic terms similar to the primary sector (Agriculture, Livestock and Fishing) and more than a third of the construction sector -that monster that ate everything-. With not much effort, it could be plausible to set a target of 5% by the end of the legislature. In terms of international competitiveness, Spanish cultural production is not badly off.