Creativity and sustainability in hospitality and tourism

• The complex issue of sustainability is an ongoing problem in the field.
• The concept of creativity is proposed as a viable solution.
• Sustainability ensures economic, environmental, and social well-being.
• Creativity comes from thinking within and outside the box.
• In short, the creativity–sustainability relationship is clarified in the article.

An ongoing challenge facing hospitality and tourism academics, policy makers, and industry practitioners is dealing with the complex issue of sustainability. In contrast with previous studies that focus on solutions within the constraints of what is already known, this conceptual article presents a fresh perspective in the form of creativity toward greater sustainability. The article adopts an inductive reasoning systems approach to develop a creativity framework for greater sustainability in hospitality and tourism. More specifically, the article offers a contemporary overview of sustainability and a thorough explanation of the creativity concept and its application in these industries. In doing so, the article provides greater clarity on the creativity–sustainability relationship in hospitality and tourism.