This type of tourism, also known as Orange Tourism, seeks to increase the involvement of the traveler by encouraging participation through workshops or classes. Visitors are offered the opportunity to develop their creative potential through active participation and learning experiences specific to the tourist destination.
The idea is that the tourist leaves the role of spectator and looks for activities that give him the opportunity to develop his creativity.
The preferred activities revolve around craftsmanship, gastronomy, photography or workshops with experts in different disciplines.
Tastings and demonstrations of typical products are often included in creative tourism.
From the point of view of the knowledge society in which we are, it is very important to develop skills that we will need in our work and in everyday life in general. Leisure time during holidays in a special place we have chosen is a good time that we can take advantage of to develop new skills and increase our possibilities of personal expression.
Creative tourism is currently being applied with another approach which consists of studying the relationship between tourism and the creative sector. The concept has evolved to a tourism based on the integration between tourism and creative industries where it seeks to involve not only the consumer but also the producer, the public sector and knowledge institutions.
OECD (Organisation for Economic Co-operation and Development) defines creative tourism activities as: “Knowledge-based creative activities that connect producers, consumers and places using technology, talent or skills to generate meaningful intangible cultural products, creative content and experiences”.
UNESCO, through the Creative Cities Network, promotes creative tourism as an authentic experience that encourages understanding of specific aspects of a place’s culture.
Its objectives are:
- To facilitate the sustainable development of developed and developing cities.
- To promote the local creative scene of affiliated cities.
- This network shares interest with UNESCO’s mission;
- Promote cultural diversity.
The Creative Tourism Network was created by the Fundació Societat i Cultura (FUSIC), Barcelona, the Association pour le Développement de la Création, Études et Projets (ADC. EP), Paris and the Osservatorio, Rome, with the support of the Cultural Programme of the European Union.
This type of tourism opens new and interesting doors for the integration of tourism, culture and training.
Its ability to combine perfectly with other tourist segments such as gastronomic tourism, language tourism, wine tourism, slow tourism, among others, allows economies of scale and create synergies.
Creative tourists are the classic “Prosumidores” (combination of producers and consumers), which defines current marketing so well; they are also very active tourists in social networks so that their experiences are quickly “viralized”.
Creative tourism particularly attracts Millennials, young people looking for the different, the exotic, the authentic. As they discover a city and a country, they can soak up their culture by participating in workshops and creating part of that culture. It is a very close and authentic way to immerse themselves in the destination and make the experience purer.
This new generation of tourism allows the “travellers” to discover and understand the local culture by participating in artistic and creative activities with the residents
Author: Mg. Antonio Di Génova, Surenio