Chapter 20: From the Tourist Experience Design to Holistic Destination Management

The purpose of this chapter is to share good practices of creative tourism, in terms of destination marketing and management for Destination Management Organization (DMOs). This will thus involve a wider reflection about the evolution of this new trend within the last decade, from its emergence as a new tourist demand to its use as a Swiss Army Knife for destination marketing and territory development. The approach will be essentially empirical for two reasons: first, because of its human-based and versatile nature, the concomitant evolution of creative tourism represents a challenge for academic research and makes benchmarking and experience-sharing particularly relevant; and second, because as practitioners managing the Creative Tourism Network^®, a non-profit international organization specializing in the development and promotion of creative tourism, our daily work consists of designing and testing new strategies with DMOs around the world to create value from creative tourism…