Creative Tourism International Forum – Barcelona, Sept. 30th

Creative Tourism as a Driver to Achieve the Sustainable Development Goals (SDGs)
Creative tourism empowers local communities by fostering cultural exchange, supporting small enterprises, and promoting environmental stewardship. This theme explores how hands-on, participatory travel experiences—like artisan workshops or culinary classes—can directly contribute to SDGs such as quality education, gender equality, decent work, and responsible consumption. It positions creative tourism not just as entertainment, but as a strategic tool for global transformation.

Creative tourism goes beyond sustainability—it actively regenerates places, cultures, and communities. By inviting travelers to co-create, learn, and engage with local traditions, it fosters deeper respect and reciprocity. Unlike extractive tourism models, creative tourism nurtures ecosystems: it revitalizes endangered crafts, supports circular economies, and strengthens community resilience. Travelers become contributors—not just consumers. This theme positions creative tourism as a cornerstone of regenerative travel, where every experience leaves a positive imprint—socially, culturally, and environmentally.

This theme highlights how creative tourism revitalizes rural areas by inviting travelers to engage deeply with local traditions, crafts, and lifestyles. It emphasizes inclusivity—giving voice to marginalized communities, creating employment opportunities, and preserving intangible heritage. From storytelling circles to farm-to-table cooking, creative tourism becomes a bridge between cultures and a catalyst for rural regeneration.

Here, creative tourism is framed as a gateway to immersive, passion-driven journeys. Whether it’s learning flamenco in Seville, weaving traditional textiles in the Ecuadorian Andes, or mastering sushi-making in Tokyo, travelers seek authentic, skill-based experiences. This theme explores how niche interests—music, food, art—can shape entire itineraries, deepen cultural understanding, and create lasting emotional connections.

Building on the UNESCO Creative Cities Network, this theme examines how urban centers can evolve into hubs of creative tourism. It looks at how cities known for design, music, gastronomy, or crafts can extend their creative ecosystems to welcome travelers—through festivals, maker spaces, and cultural residencies. The focus is on transforming cities into living laboratories of innovation, inclusion, and artistic exchange.

This theme celebrates the power of creative tourism to amplify underrepresented voices and narratives. It explores how Afro-descendant and Indigenous communities can share their heritage through storytelling, dance, cuisine, and craft—on their own terms. Creative tourism becomes a platform for cultural pride, economic empowerment, and healing, challenging stereotypes and fostering respectful dialogue.

Luxury is being redefined—not by opulence, but by authenticity, personalization, and purpose. This theme explores how creative tourism offers high-value travelers unique, meaningful experiences: private art sessions, bespoke culinary journeys, or immersive cultural exchanges. It positions creativity as the new premium, where sustainability and emotional richness are the ultimate indulgence.

This theme explores how creative tourism can transform Mediterranean mass-tourism hotspots into more sustainable, culturally enriching destinations. By shifting the focus from passive consumption to active participation, creative tourism invites travelers to engage with local artisans, culinary traditions, and heritage practices—beyond the beach and resort experience. It offers a pathway to diversify tourism offerings, reduce seasonal dependency, and foster deeper connections between visitors and host communities. From mosaic-making in Tunisia to olive oil workshops in Crete, creative tourism reimagines the Mediterranean as a canvas for meaningful, regenerative travel.

Creative tourism is uniquely positioned to meet the evolving desires of today’s diverse travelers. For solo women travelers, it offers safe, empowering experiences like craft workshops and culinary classes that foster connection. Gen Z seeks authenticity and shareable moments—think street art tours or digital storytelling labs. Silver travelers value depth and legacy, finding joy in heritage crafts or music traditions. Backpackers embrace low-cost, immersive activities like community farming or local festivals. Even the MICE segment (Meetings, Incentives, Conferences, and Exhibitions) benefits from creative add-ons that enrich business travel with cultural engagement. By offering flexible, participatory experiences, creative tourism becomes a universal language of discovery—tailored to every generation and lifestyle.

Island communities often face unique challenges—economic vulnerability, climate change, and cultural erosion. This theme explores how creative tourism can offer sustainable alternatives to mass tourism by celebrating local identity, empowering artisans, and promoting eco-conscious practices. From weaving workshops in Fiji to dance residencies in the Caribbean, it shows how islands can thrive through creativity and resilience.

Creative tourism offers a powerful pathway to unlock the potential of the blue economy—an economy rooted in the sustainable use of ocean resources for livelihoods, culture, and wellbeing. By connecting travelers with coastal communities through immersive, hands-on experiences, creative tourism fosters economic diversification, cultural preservation, and marine stewardship. It empowers local artisans, promotes ocean literacy, and encourages regenerative practices that protect fragile marine ecosystems. This theme explores how creative tourism can catalyze inclusive growth, innovation, and resilience across coastal and island regions, making the blue economy not just viable, but vibrant.

Creative tourism, centered on participatory and culturally immersive experiences, acts as a powerful driver of the creative economy across all types of territories. By engaging visitors in local crafts, arts, and traditions, it stimulates demand for creative goods and services, fosters entrepreneurship, and supports small-scale producers. In urban hubs, it enhances innovation and cultural industries, while in rural and peripheral areas, it revitalizes heritage and empowers communities. Creative tourism promotes inclusive growth, disperses tourism flows, and contributes to sustainable development by valuing authenticity and local identity.

Creative tourism acts as a versatile, multi-functional tool—like a Swiss army knife—for destinations of every scale and character. Whether it’s a bustling coastal resort, a rural village, or a post-industrial city, creative tourism adapts to local assets and community strengths. It revitalizes mature destinations by diversifying offerings beyond sun-and-sea, while empowering emerging locales to showcase their unique identity through crafts, gastronomy, and storytelling. It supports seasonality management, decentralizes visitor flows, and fosters inclusive development. From urban street art hubs to mountain weaving cooperatives, creative tourism equips destinations with the tools to innovate, engage, and thrive—no matter their starting point.