Creative tourism as a transformative solution for destinations around the world once again shone at this year’s World Travel Market (WTM) in London.
With steadily growing global interest, creative tourism is no longer a niche: it is a dynamic framework that responds to the evolving needs of travelers while promoting inclusive, regenerative, and culturally rich ecosystems.
The flagship event was the Masterclass led by the Director of the @Creative Tourism Network®, Caroline Couret, titled “Creative Tourism: A Swiss Army Knife for Niche Travel Trends and Inclusive Destination Development,” which brought together professionals from Argentina, South Africa, the United States, Italy, Egypt, Martinique, Mongolia, and many other countries.
The session offered concrete strategies to co-design tourism models that transform passive visitors into active co-creators and steer tourism toward virtuous models.
Participants explored how creative tourism:
- Strengthens resilience and circular economies in the leisure and MICE sectors.
- Activates local identity, skills, and intangible heritage.
- Aligns with diverse traveler segments: from premium experience seekers to solo women travelers and senior tourists.
- Extends seasons in Mediterranean destinations and diversifies ski resorts.
- Enriches luxury tourism and revitalizes rural areas with no prior tourism vocation.
- Supports community, indigenous, and Afro-tourism with tangible benefits for local populations
- Contributes to achieving the Sustainable Development Goals (SDGs).
CTN also presented its global certification program, the #CreativeFriendlyDestination label, now awarded to over 30 destinations of all kinds around the world.
These destinations demonstrate how creative tourism can become a powerful economic model for the creative and orange economies.
CTN Director Caroline Couret expressed her deep gratitude to the WTM team for their professionalism and dedication:
“Creative tourism is more than a trend—it is a transformative force. Thanks to platforms like WTM, we continue to co-create a more inclusive and meaningful future for travel.”
For more information on the Creative Tourism Network® and its initiatives: https://lnkd.in/e_rsx3Q
Media contact: press@creativetourismnetwork.org
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