Another lesson learned deals with the interpretation of the word ‘tourism’. COLIN discovered it lead to misinterpretations. The city of Tilburg does not attract many tourists; therefore the area manager of VMK had difficulty seeing the relevance of the topic creative tourism. This shows a narrow interpretation of the word ‘tourism’. While creative tourism is much more about experiencing your environment in a different way, it is not perceived that way. To overcome this confusion with the concept COLIN decided to talk about creative tourism without using the term ‘creative tourism’. This worked exceptionally well, but it raises the question whether ‘creative tourism’ is the best term to describe what is in essence a different way of experiencing your environment leading to transformation.