Exploring opportunities to put the cultural and creative industries front and centre stage for visitors and residents alike. Travel is changing. Tourists increasingly tire of overcrowded hotspots and yearn for the authentic local experience and road untravelled, whilst popular destinations struggle to balance the often-conflicting demands of locals and travellers. In these talks we consider some of the latest developments in cultural tourism, identifying examples of best practice as well as the opportunities and challenges for marketing as a creative destination.