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Creative Tourism: Activating Cultural Resources and Engaging Creative Travellers

This book provides a synthesis of current research and international best practice in the emerging field of creative tourism. Including knowledge, insights, and reflections from both practitioners and researchers, it covers types of creative tourist, trends, designing and implementing creative tourism products, embedding activities in a community and place, and addressing sustainability challenges. Applying lessons learned from the CREATOUR project and other initiatives, the editors present key information in an actionable manner best suited to people working on the ground. The book: - Addresses important issues such as local economic benefit, social and collaborative economy, community engagement, social inclusion, youth empowerment, cross-cultural exchange, and responsible travel. - Provides a core, introductory text plus a wide range of cases examining creative tourism development in practice in 15 countries: Austria, Brazil, Canada, Colombia, Denmark, Finland, Kenya, Namibia, Portugal, the Netherlands, New Zealand, Slovenia, Spain, Thailand, and the United States. - Includes colour photos, diagrams, text boxes, and call-out quotations throughout to help guide and engage readers. A vital resource for tourism agencies, practitioners, planners and policymakers interested in developing creative tourism programmes and activities, this book will also be of interest to cultural and creative tourism researchers, students, and teachers of tourism and culture-based development.

Related Papers

greg richards

Paper presented at the International Conference on Creative Tourism, Barcelona December, 9th - 10th 2010. Creative tourism is a concept that only formally defined a decade ago, but in the intervening years it has seen a significant growth worldwide. The range of presentations at this conference on different creative tourism programmes from all corners of the globe is a clear indication of how widespread it now is. In this presentation I will try and set out some of the reasons for this growth, the different forms of creative tourism that have developed and the challenges that remain for those involved in this new sector of tourism. My basic argument is that the growth of creative tourism has been driven by both production and consumption related forces, and that the maximum benefit can be derived by creatively combining the efforts of both producers and consumers to develop new experiences that both engage and transform participants and host communities alike.

Presentation at the World Travel Market Conference on ‘Creative Tourism: All that you need to know about this growing sector’, November 3rd 2015. Creative tourism is a relatively new niche that is being taken up by destinations around the world. The basic reason for this is the growing dissatisfaction with traditional models of tourism development, and the realisation that the creativity of both hosts and tourists is an important potential resource for the sustainable development of tourism. This brief presentation reviews the important features of creative tourism and how it is changing people’s lives.

A Research Agenda for Creative Tourism

Nancy Duxbury

Tourism and hospitality management

Karmen Mikulić

This chapter reviews the development of creative tourism over the past decade and identifies major trends and practices both from a production and consumption perspective. In particular, this review highlights the shift from tangible to intangible cultural and creative resources as the basis of cultural and creative tourism experiences. A number of different models of creative tourism development are reviewed to illustrate these principles.

Journal of Tourism Consumption and Practice

greg richards , Daniela Jelinčić , Eliana Messineo

This special issue of the Journal of Tourism Consumption and Practice considers many different facets of the creative tourism phenomenon, and examines the ways in which it has been developed in a range of places, ranging from the frozen north of Canada to the searing heat of Mali. The papers that compose this special issue identify trends and challenges in creative tourism development and, despite the emergent critical thoughts on the subject, they tend to emphasise the positive aspects.

Exploring Creative Tourism, Journal of Tourism Consumption and Practice

Lénia Marques , greg richards , Eliana Messineo

This special issue of the Journal of Tourism Consumption and Practice considers many different facets of the creative tourism phenomenon, and examines the ways in which it has been developed in a range of places, ranging from the frozen north of Canada to the searing heat of Mali. The papers that compose this special issue identify trends and challenges in creative tourism development and, despite the emergent critical thoughts on the subject, they tend to emphasise the positive aspects. Journal of Tourism Consumption and Practice, Volume 4, 2012

Domestic and international creative tourists in Portugal: Insights for practitioners

Paula C Remoaldo , Alexandra Rodrigues Gonçalves

A great diversity of definitions of creative tourists exist, ranging from those who refer to visitors of dance, art, or handicraft workshops, to those who include people who take up temporary artistic residences to practice their creative expression and develop their art forms. In recent decades, we have observed the emergence of a new generation of travellers. 1 These tourists are increasingly seeking co-creation processes, leading to more relational forms of cultural tourism, and active participation in creative experiences ( Richards, 2020 ). And yet, pinning down the diverse, nicheoriented creative tourist has been an ongoing challenge. Internationally, a number of studies have been conducted to profile the creative tourist (see Remoaldo et al., 2020 ) but no overarching comparative framework has yet been developed, and in Portugal no study on the creative tourist had previously been conducted. Within the project CREATOUR ® (Creative Tourism Destination Development in Small Cities and Rural Areas), we developed a detailed questionnaire for participants in the creative tourism pilot activities organized within the project, which was applied by the 40 participating organizations as they conducted their pilot activities in 2017, 2018, and 2019. These activities were developed and situated in small cities and rural areas in the Norte, Centro, Alentejo, and Algarve regions of the Portugal mainland. They ranged from small-scale participatory cultural festivals to gastronomy workshops to handicraft, mosaic-making, and other hands-on workshops. The common thread was an aspiration to develop creative tourism activities adhering to the CREATOUR ® approach to creative tourism, which incorporates active participation, learning, opportunities for creative self-expression, and connections to the local community. The questionnaire enabled us to gain insights on socio-demographic characteristics, motivations, behaviours, experiences, and perceptions of the activities – providing a rich source of insights on the creative tourist in Portugal. In this chapter, we present highlights of these questionnaire results, segmented by place of residence (i.e. domestic or international visitors) and suggest some implications of these findings. A motivational analysis of creative tourist participants can be found in Remoaldo et al. (2020) . Based on socio-demographic, travel behaviour, and motivation-based criteria, three clusters were found: novelty seekers, knowledge and skills learners, and leisure creative seekers.

Sustainability

Tiago Vinagre de Castro

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 activi...

Zrinka Zadel

Over the last decade, new forms of cultural tourism are being increasingly mentioned as innovative development models of this specific form of tourism. One of these forms is creative tourism which tourism destinations use to innovate their tourism offer. In the Republic of Croatia, this trend is particularly present in summer holiday destinations that aim to reduce their high seasonality with new creative programmes and projects. By introducing a creative offering, tourism destinations can increase their competitiveness in the tourism market and become distinctive by their specific programmes. The paper explores the development in Croatia of both cultural tourism and creative tourism, as an enhancement to a destination’s cultural offering. It analyses the current state of creative tourism and looks at the motivations for tourist arrivals to Croatia, with special reference to cultural attractions and events as a travel motivation. The paper also examines the creative offerings of ind...

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Tourism, Culture and Creativity: The Case of the CREATOUR Project in the Alentejo/Portugal Region

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• First Online: 25 November 2019
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• Noemi Marujo 9 ,
• Maria do Rosário Borges 9 &
• Jaime Serra 9  

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 171))

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Relations between tourism and the creative industries differ from those between tourism and culture, but may have significant affinities in some territories. However, there are few empirical studies in the scientific literature that address the possible connections between them in Portugal, despite their unquestionable interest. For this reason, this article presents how the CREATOUR project put tourism, culture and creativity in dialogue in the tourist destination of Alentejo, in Portugal. We used the case study as a research strategy, followed by content analysis of several informative records which were generated meanwhile by the multiple work dynamics of the project itself. The results show that creative tourism has a significant relationship with cultural tourism and is an important instrument to enhance the development of rural territories in the region studied, provided that several premises are considered.

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Marujo, N., do Rosário Borges, M., Serra, J. (2020). Tourism, Culture and Creativity: The Case of the CREATOUR Project in the Alentejo/Portugal Region. In: Rocha, Á., Abreu, A., de Carvalho, J., Liberato, D., González, E., Liberato, P. (eds) Advances in Tourism, Technology and Smart Systems. Smart Innovation, Systems and Technologies, vol 171. Springer, Singapore. https://doi.org/10.1007/978-981-15-2024-2_59

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Wednesday, August 17, 2022

Tourism New Zealand invites the curious in new global campaign

Tourism New Zealand taken a bold and creative approach to destination advertising with the launch of its first global campaign in two years.

“If You Seek” launched today in core visitor markets, takes a different approach to destination marketing by teasing audiences with snippets on what is on offer and inviting the curious, those who will take the time to seek more from their visit.

“There is intense competition as destinations ramp up campaigns to capture the imaginations of travellers. Because of our size and location New Zealand will have to work hard to encourage visitation post-covid with international visitor numbers taking years to build up and Kiwis now having the option of travelling overseas,” says Tourism New Zealand chief executive René de Monchy.

A suite of videos make up the core of the activity (opens in new window) , featuring snippets and hints of destinations and activities as diverse as Tāne Mahuta and Hell’s Gate in the North Island, to Hooker Valley near Aoraki Mt Cook and the Tasman’s Great Taste Trail in Nelson Tasman.

“The work includes sneak-peeks of some well-known destinations as well as places and experiences that aren’t as recognisable in our key markets. We wanted to tap into the curiosity of our target high–quality traveller, who we know are adventurous and keen to dig beneath the surface of the places they visit whether on the beaten path or not,” he says.

“Tourism New Zealand uses a range of insights to create compelling campaign work to reach high-quality visitors. These are visitors who we think will explore more deeply and ultimately contribute to New Zealand’s tourism sector in ways beyond the economic benefit. They are travellers who want to engage with our culture, society and also interact with our environment in a respectful way. Our research shows that visitors who see our work spend more and travel more widely around New Zealand.”

The campaign also includes trade content and activity to engage and educate travel sellers, who are hungry to upskill on New Zealand and are an important part of Tourism New Zealand’s work to attract quality visitors.

Locally, the campaign has also been released in Aotearoa New Zealand, letting New Zealanders know there’s More to Seek on their travels.

TNZ research shows that around two thirds of New Zealanders intend to take a domestic holiday in the coming year, and 42% are motivated to visit a place they haven’t before on their upcoming travels.

Dive deeper into one of If You Seek's mini experiences (opens in new window) to see how the campaign has been brought to life.

Industry can leverage the If You Seek global campaign by incorporating imagery, films and key messaging into their own marketing. Download the   If You Seek Industry Toolkit.

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Tourism New Zealand: Stop Dreaming about New Zealand and Go by Special Group

While New Zealand and Australia have shut themselves off to the rest of the world, back in April it announced plans for a 'Trans-Tasman bubble' between the two countries. And so, to encourage movement on this quarantine-free travel route, respective tourist boards got to work.

Exploring the idea that Australians have been dreaming of going to Aotearoa, Tourism New Zealand has devised a hilarious ad created in partnership with the Special Group.

‘Stop Dreaming about New Zealand and Go’ stars 'an Australian friend' longing to visit New Zealand as he slumbers. Out pops a dream buddy New Zealander, who gently whispers 'Kia Ora' (a Maori greeting) to 'wake up' the dreamer, before they embark on a dream trip to his country.

Zooming through various tourist destinations, because the traveller is dreaming, the trip follows a weird and unusual narrative. Granted a 'dream beard', the dreamer sits and eats crayfish in a room full of versions of himself and Di, who is on another Australian fresh crayfish dream, which is a result of a 'complicated crayfish crossover'.

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“We know traveling overseas is one of the most missed activities for Australians, who previously made up 40% of international arrivals to New Zealand .We wanted to remind our friends over in Australia that New Zealand’s beautiful landscapes, wide open spaces, and welcoming people are only a short flight away.”

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