As the significance of the creative economy continues to grow, important synergies
with tourism are emerging, offering considerable potential to grow demand and develop
new products, experiences and markets.These new links are driving a shift from conventional
models of cultural tourism to new models of creative tourism based on intangible culture
and contemporary creativity. This report examines the growing relationship between
the tourism and creative sectors to guide the development of effective policies in
this area. Drawing on recent case studies, it considers how to strengthen these linkages
and take advantage of the opportunities to generate added value. Active policies are
needed so that countries, regions and cities can realise the potential benefits from
linking tourism and creativity. Key policy issues are identified.
The report was launched at a Tourism and Creative Economy Workshop held in Linz, Austria on 4-5 September 2014, organised jointly by the ARS Electronica Centre, Linz Tourism Office, Austrian Federal Ministry of Economy and the Organisation for Economic Cooperation and Development (OECD).
The Executive Summary and case study on Contemporary Art and Tourism on Setouchi Islands, Japan are available in Japanese.