What do we mean by Creative Tourism?
The Creative Tourism concept appeared in the 2000′s, and defined as a:
Painting in Tuscany, being a “silletero” for a day in Medellín, participating in a craft workshop in Loulé (South Portugal) or in the charming villages of the Empordanet (Catalonia), taking part in a photographic route in the French Provence or in Urla (Turkey), preparing your chocolate in Quito, carving sculpture on ice in Canada, learning traditional dances in Brazil, participating in a cooking classes in Thailand, mixing like a DJ in Ibiza or even performing your own concert in Barcelona…
… are just some of the unless list of experiences the new generation of travelers are looking for!
This new way of discovering a foreign culture by experiencing it, has been growing for the last decade. Nowadays, the tourists no longer conform themselves in attending a traditional sightseeing tours, they need to feel involved into the destination’s daily life and to co-create their own experiences with the locals.
This requires to manage the tourism in a more creative way, which implies to overcome these new challenges by converting them into new opportunities and creating a value chain for the territories.
– The Creative Tourism’s assets:
Among the many virtues of the creative tourism, we can mention the following ones:
- Adequacy to the new demand of the travelers eager to live unique experiences.
- Diversification of the offers without any investment, just by optimizing existing intangible heritage.
- Positive effects on the profitability of the cultural infrastructures thanks to this new demand.
- Quality tourism endowed with a high added value and purchasing power.
- Unseasoned tourism which allows a better distribution of the activity along the year.
- Geographical outsourcing: minor interest of the creative tourists for the “tourist hotspots”.
- Self-confidence of the locals thanks to this new interest for their culture and traditions.
- Local communities’ empowerment and professionalization.
- Social cohesion through the co-creation of meaningful storytelling.
- Sustainability relying on authenticity and creativity as mean ressource.
- Intangible heritage recovery.
- Governance tool.
“Creative tourism is a projection of a new tourism in which natural, cultural and
personal ressources are not manipulated and exploited but valued and enriched“.
Jelincic and Zuvela, 2012
– Who are the creative tourists?
It is difficult to draw a portrait of those new tourists as they want to be “unique”.
Among the great diversity of creative tourists… we could meet:
- A traveler who participates in a cooking class to meet locals or to share experiences with his peers.
- Choirs who travel with the purpose of offering concerts in each place they visit.
- Group of dancers, sketchers or photograph lovers, whose travel purpose is to practice their hobby.
- Families that take part in a mosaic class during their stay, to experience the local traditions.
As well as a long etc.