Creativity and tourism: The State of the Art

The rapidly developing relationship between tourism and creativity, arguably heralds a ‘creative turn’ in tourism studies. Creativity has been employed to transform traditional cultural tourism, shifting from tangible heritage towards more intangible culture and greater involvement with the everyday life of the destination. The emergence of ‘creative tourism’ reflects the growing integration between tourism and different placemaking strategies, including promotion of the creative industries, creative cities and the ‘creative class’. Creative tourism is also arguably an escape route from the serial reproduction of mass cultural tourism, offering more flexible and authentic experiences which can be co-created between host and tourist. However the gathering critique also highlights the potential dangers of creative hype and commodification of everyday life.

► Creativity and tourism increasingly integrated and play vital role in placemaking.
► Intangible culture and everyday life provide the basis for creative development.
► Cultural tourism is becoming creative tourism.
► Creative development brings dangers of ‘colonization of the lifeworld’.