Tourism development trajectories: From culture to creativity?

Greg Richards


Cultural tourism has become a major segment of the global travel market. It has increasingly taken on attributes of ‘mass’ tourism, leading many consumers and producers to seek new niche experiences. One important development within cultural tourism is the advent of ‘creative tourism’, which involves creative experiences which are distinctively linked to the destination. This paper describes the transformation of cultural tourism and provides examples of recent trends in creative tourism development.


Creative tourism, creativity, cultural tourism, co-creation, events

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