Part One
Like with persons, creativity for cities and places is a matter of talent and attitude. Not all of us can be painters, musicians or ballet dancers. So, why should we “teach” creativity to destinations and can we?
First, a cultural tourism destination presumably already has the background needed to make the transition to creative tourism. A high concentration of cultural events, museums, historical sites or other interesting attractions for the cultural tourism buffs is in place.
Second, the local authorities and the private business (again presumably) know how to deal with tourists seeking something beyond a swimming pool in the hotel, free ski lift pass or Wi-Fi access in every corner of the destination. They also have cultural tourism experts in history, archaeology, skilled craftsmen, talented artists.
And third, and the most important – they already have built a successful brand based on their cultural heritage and living culture events.
But is all this enough? Here are my guidelines for these destinations, which can go to the next stage of cultural tourism – the creative one.
