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However, despite the growing significance of the creative industries to tourism, little work has been done to understand the potential of the relationship (including potential demand and markets), in order to enable the development of effective policies, and ensure coherency across government.

Against this background, the Tourism Committee is undertaking a review of Tourism and the Creative Industries. The review will seek to better understand how the creative industries currently contribute to tourism and the quality of tourist destinations (at the national, regional and local level). While country case studies will be used to share experiences and identify examples of good practice. Policy options will focus on how to generate synergies, and on enabling national/regional/local tourism administrations to maximise the economic and other benefits between tourism and the creative industries.