It provides a platform for (among others) creative businesses to show themselves, to collaborate, and to generate business. By creative tourism programmes or using creative tourism methods (cultural) infrastructure can be strengthened: different audiences can be reached, new market opportunities can be explored, and entrepreneurship is stimulated. Cities can use creative tourism as an instrument for branding the area, the city, or the entire province (as long as been build upon the strengths or DNA of that specific place). Most importantly, it shows persons to look differently, to experience the environment in another way. Therefore, it leads to connections: between people, sectors, disciplines and areas.