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.

English Also available in: French


Executive summary

The creative industries play a major role in generating, transforming and disseminating knowledge and have developed faster than the global economy as a whole in recent years, with trade in creative goods and services growing by 8.8% a year from 2002-11. They have the potential to stimulate economic growth and job creation, support innovation and entrepreneurship, aid urban and rural regeneration, and stimulate exports.

English Also available in: French

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