Area Studies is in crisis, but research on Area Studies also demonstrates the relevance of and need for Area Studies through case studies in different world regions. However, there is a dearth of research on the imperatives of Gulf Area Studies in the Gulf region, which provides the rationale for this study. This study examines the imperatives of Gulf studies by addressing a wide range of questions: Why is Area Studies still relevant? What are the challenges and prospects for Area Studies in general and Gulf studies in particular? What makes a region a region and, therefore, an area of interest and research? Why is it necessary to produce Gulf-specific knowledge? What are the ways forward for Gulf studies? This paper addresses these questions within three broad themes: debates in Area Studies, the Gulf as a region, and Gulf studies within the Gulf region. Drawing on the existing scholarship, we argue that producing area-specific knowledge in the Gulf is not a luxury, but rather a necessity, despite its challenges. Decentering Gulf studies away from the Western academic umbrella to the Gulf region is a crucial move with far-reaching implications for the field of Gulf studies. However, the discipline of Gulf studies must evolve, and fundamentally reposition itself in order to keep pace with rapidly transforming Gulf society in the years to come.