Creative Tourism Network® Honours Essaouira with the “Best Creative Living Heritage Destination”

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The city of Essaouira has been awarded the prestigious “Best Creative Living Heritage Destination” prize by the Creative Tourism Network®, the international organization dedicated to the development of creative tourism. This distinction highlights a strategy that places intangible heritage, cultural identity, and community‑driven creativity at the heart of a forward‑looking vision for territorial attractiveness and differentiation.

A City Where Intangible Heritage Shapes the Future

The international jury praised Essaouira’s ability to transform its living heritage—from ancestral craftsmanship to musical traditions, from culinary know‑how to spiritual and artistic practices—into a powerful driver of creative, sustainable, and regenerative tourism. More than a destination, Essaouira stands as a living cultural ecosystem, where heritage is not preserved behind glass but practiced, shared, and reinvented daily.

The city’s circular approach—valuing cultural and natural assets, diversifying visitor profiles throughout the year, and fostering co‑creation with local communities and academic institutions—was particularly commended. This model positions Essaouira as a laboratory for creative tourism, where visitors are invited not only to observe but to participate, learn, and contribute.

Caroline Couret, President of the Creative Tourism Network®, emphasized

Essaouira’s “resilient and creative tourism model is capable of preserving traditions while encouraging innovation.”

A Unique Cultural DNA

Essaouira’s recognition is rooted in its exceptional cultural DNA, shaped by centuries of exchanges between Amazigh, Arab, Jewish, African, and European influences. This multicultural heritage is not only visible in its architecture and urban fabric but also deeply embedded in its intangible traditions:

  • Gnaoua heritage, inscribed on UNESCO’s Intangible Cultural Heritage list, continues to inspire global artists and attract visitors seeking immersive musical experiences.
  • Craftsmanship, particularly thuya woodwork, marquetry, and luthiery, remains a cornerstone of local identity, with artisans transmitting their skills across generations.
  • Culinary traditions, blending land and sea, offer a fertile ground for creative gastronomy workshops and farm‑to‑table experiences.
  • Artistic expression, from painting to poetry, thrives in Essaouira’s galleries, ateliers, and cultural centers, reinforcing its reputation as a haven for creators.

This living heritage is not only preserved—it is activated through creative workshops, residencies, community‑based experiences, and educational programs that invite visitors to engage with local culture in meaningful ways.

A Global Recognition in a Competitive Landscape

This year’s Creative Tourism Awards saw 223 candidates from 28 countries, a record that reflects the global vitality of creative tourism. Selection criteria included the originality of experiences, the ability to build a local creative ecosystem, and the integration of sustainability principles. Essaouira’s distinction therefore positions the city among the world’s most innovative destinations, capable of aligning cultural authenticity with contemporary expectations for responsible travel.

A Strategic Momentum Toward 2026

The award also strengthens the city’s collaboration with the Creative Tourism Network® ahead of the 2026 UNESCO Creative Cities Network Annual Conference, offering Essaouira an exceptional platform to showcase its cultural and tourism initiatives. This milestone will allow the city to highlight its creative industries, its community‑based tourism model, and its commitment to safeguarding and promoting intangible heritage.

A Network Leading the Way

Internationally recognized for its commitment to innovative and responsible tourism, the Creative Tourism Network® continues to champion models that are both creatively enriching and socially empowering. Founded in 2010 with the support of the European Union, the Network collaborates with UNESCO, UN Tourism, and numerous national ministries. Its mission is to strengthen the visibility and impact of creative tourism, support local entrepreneurship, and ensure that communities directly benefit from tourism.

In the context of the UN’s International Year of Volunteers for Sustainable Development (2026), the Network will launch new creative volunteering programs, training initiatives, and collaborative projects designed to amplify tourism’s social and cultural impact. Essaouira, with its strong community engagement and vibrant cultural scene, is ideally positioned to play a leading role in these initiatives.

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