Creative tourism: Overview and policy directions

Creativity has become important in the knowledge economy, supporting economic growth and job creation. Linking the creative industries with tourism can boost demand, stimulate innovation in tourism experiences, revitalise tourism products, add atmosphere to destinations and improve place image. Developing new forms of creative tourism involves the use of different creative sectors and content and the application of new technologies. Active policy approaches are required to generate synergies. Policy makers need to consider a range of interlinked issues when seeking to develop creative tourism, including ways to stimulate creative content development for tourism experiences and link this to destinations and support network building and knowledge generation.