Cultural and creative industries have strong linkages with tourism experiences. Well integrated creative content with tourism adds value by bringing in new target groups, improving the image of destinations, enhancing the competitiveness of places and supporting the export of cultural products. With growth in digital technology, conventional models of heritage based tourism are being broadened to incorporate creativity, innovation and intangible content. New actors and value networks are emerging but the policy framework for the intersections between creativity and tourism remain underdeveloped.


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