Creative tourism was among the innovative approaches highlighted at the Tourism Innovation Summit (TIS) 2026 in Seville during the session “From Culture to the Experience Economy: How Cities Build Identity, Demand and Long-Term Value.” Bringing together experts in destination management, tourism marketing, data analytics and experience design, the session explored how cities can leverage their cultural and creative assets to generate long-term value, attract visitors and talent, and foster more sustainable tourism models.
The conversation found a particularly meaningful setting in Seville, a city widely recognized for its ability to transform its rich artistic, cultural and human heritage into engaging creative experiences.
Beyond tourism promotion, Seville is definitely an inspiring model of how culture, know-how, local identity and community values can be leveraged as part of a holistic and virtuous development strategy, where tourism acts as a catalyst for economic, social and cultural sustainability. In this regard, the city’s trajectory perfectly embodied many of the key themes addressed during the session.
Representing the Creative Tourism Network® (CTN), its President and Founder, Caroline Couret, joined Antonio Sánchez Santapau, Social Media Manager & Big Data Analyst at Visit Benidorm, for a discussion moderated by Verónica Rodríguez Izaguirre, Founder and Director of Bespoke Travel Advisors.
The conversation focused on the growing role of the experience economy in shaping the future of destinations. As travellers increasingly seek meaningful, authentic and participatory experiences, cities are looking beyond traditional sightseeing models to create opportunities for deeper engagement with local culture, creativity and communities.
During the session, Caroline Couret shared insights from the Creative Tourism Network’s international experience working with destinations that place creativity at the heart of their tourism strategies. She emphasized how creative tourism enables destinations to transform local know-how, living heritage, arts, gastronomy and cultural traditions into distinctive experiences that generate benefits for both visitors and residents.
The discussion also addressed the importance of combining creativity with innovation, technology and data-driven strategies to design, distribute and scale tourism experiences throughout the year. Public-private collaboration was highlighted as a key factor in ensuring that tourism growth contributes not only to visitor satisfaction but also to local economic development, community well-being and urban regeneration.
As demonstrated through examples shared during the session, creative tourism offers destinations an effective tool to diversify their tourism offer, reduce seasonality, strengthen territorial identity and create stronger connections between visitors and local communities. These objectives are increasingly aligned with the priorities of destinations seeking more resilient and sustainable tourism models.
The Creative Tourism Network® was once again impressed by the excellence of the Tourism Innovation Summit, which has firmly established itself as one of the world’s foremost events dedicated to tourism innovation. The outstanding quality of its programme, the diversity and expertise of its speakers, and its ability to anticipate emerging trends make TIS a unique platform for dialogue, inspiration and strategic thinking. By bringing together destinations, experts, entrepreneurs and decision-makers from across the globe, the summit plays a pivotal role in shaping the future of tourism and advancing innovation throughout the sector.
Finally, the Creative Tourism Network® would like to extend its heartfelt congratulations to the entire TIS Dream Team for the remarkable success of this year’s edition. While TIS has become a global benchmark for tourism innovation thanks to the quality of its programme and organization, it is also distinguished by the passion, generosity and human values of the people behind it. Our warmest thanks go to the whole team for their kind attention, professionalism and genuine hospitality throughout the event. These qualities make TIS not only a leading industry gathering, but also a truly inspiring human experience.
About the Creative Tourism Network®
The Creative Tourism Network® is the international organization dedicated to the development and promotion of creative tourism worldwide. Through its global network of destinations, institutions and tourism professionals, it supports the creation of innovative, sustainable and community-based tourism experiences that celebrate local creativity, knowledge and living cultures.
