As a conclusion, this study contributes to ongoing efforts in tourism research to understand the essence of creativity in creative tourism from the perspective of tourists. The literature on creativity, experience, and learning was reviewed to better understand the conceptual underpinnings that clarify the relations among these concepts. Qualitative data was assembled and analyzed based on the principles of grounded theory. Outer interactions and inner reflections were used to construct the model of tourist’s creative experience, with the former referring to tourist’s interactions with the environment, people, and product/service/experience, and the latter to consciousness/awareness, needs, and creativity. Based on this, recommendations were provided in order to make creative tourism more creative, as defined by tourists.