New Zealand

Tourism and the Creative Economy

In series:OECD Studies on Tourismview more titles

Published on July 24, 2014

Also available in: French

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.


Executive summary
The emergence of creative tourism4 chapters available
Creative tourism: Overview and policy directions
Creative industries in the knowledge economy
Creative tourism as a source of growth
Creative tourism policies and practices
Creative tourism case studies7 chapters available
Creative Austria content communication platform
Developing creative service industries in Hangzhou, People's Republic of China
Design-induced tourism in Milan, Italy
Contemporary art and tourism on Setouchi Islands, Japan
Hallyu and technology-based tourism in Korea
Wellington, “Creative Capital” of New Zealand
Creative tourism in Santa Fe, United States
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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.