Creative Tourism Development Models towards Sustainable and Regenerative Tourism

Creative tourism is a relatively new field of research with most attention directed to creative tourism activities in large cities. Little research has been conducted on creative tourism development strategies in extra-metropolitan contexts. The CREATOUR project aimed to improve understanding of the processes (under different conditions and situations) through which creative tourism activities can be developed, implemented, and made sustainable. This article reports on a national analysis of approaches developed by the project’s participating organizations to offer creative tourism initiatives. At an organizational level, we found five main models: Stand-alone offers, repeated; series of creative activities and other initiatives under a common theme; localized networks for creative tourism; small-scale festivals that include creative tourism activities; and creative accommodations. At a broader community level, creative tourism initiatives can inspire new ideas and avenues of activity and contribute to cultural vitality and potential regeneration dynamics through reinforcing distinctive elements of local identity, instigating flows and connections between the locale and the external, and serving as platforms for local collaboration, exchange, and development. In the time of COVID-19, enhancing connections with other organizations locally and regionally can contribute to wider initiatives and the development of community-based regeneration strategies.