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Tourism and the Creative Economy

image of Tourism and the Creative Economy

As the significance of the creative economy continues to grow, important synergies with tourism are emerging, offering considerable potential to grow demand and develop new products, experiences and markets.These new links are driving a shift from conventional models of cultural tourism to new models of creative tourism based on intangible culture and contemporary creativity. This report examines the growing relationship between the tourism and creative sectors to guide the development of effective policies in this area. Drawing on recent case studies, it considers how to strengthen these linkages and take advantage of the opportunities to generate added value. Active policies are needed so that countries, regions and cities can realise the potential benefits from linking tourism and creativity. Key policy issues are identified.

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Creative tourism in Santa Fe, United States

For centuries, individuals have travelled to Santa Fe, New Mexico seeking a new experience, environment and understanding. Blessed with abundant natural assets, Santa Fe’s history is one of dynamic exchange and blending of cultural traditions. This unique crucible of landscape, history, culture and art has long attracted creative individuals, giving birth to a creative industry interwoven in the very fabric of the community. Arts and cultural industries are, and always have been, a principle engine of Santa Fe’s economy, creating jobs, attracting investment, generating tax revenue and enhancing the quality of life for the entire community. But how does such a city continue to cultivate a diverse mix of creative individuals and generate economic growth while preserving its unique character? This case study will explore how the city of Santa Fe’s Creative Tourism programme has leveraged cultural assets, public policy and the UNESCO Creative Cities designation to develop a creative industry that generates new tourism revenues and builds economic benefit for the entire community.

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