Such transformations have remarkably changed the subjects and objects of tourism, entailing the necessity to revisit, in a contemporary light, and the mechanisms involved in its production and consumption. Creativity contributes to tourism in two major ways: on the one hand, it has become a synonym of new models of production and consumption, and of the new values and elements that contribute to the touristic growth of a locality; and on the other hand, creativity is a remedy, a claim, that may enable some regions to address the problems that contemporary tourism itself may cause. Creativity, therefore, is a sign of contemporaneity and of change, but is also a resource and tool for ensuring that the results of tourism are as positive and beneficial as possible. This double meaning of creativity in tourism is particularly in the case of culture-based tourism.