Finally, we emphasise that this paper serves tocontribute to the debate on the role of creativity intourism practice and process. It is not the intention topresent creative tourism as a panacea or a diametricallyopposed alternative to traditional cultural tourism.Instead, the notions of creativity in tourism and (byextension) creative tourism should be viewed as onepotential option among many others for destinationsseeking to avoid problems of serial reproduction ofculture.