And this is where creativity strikes again as a buzz-word. It is not only about developing a tourism or cultural product using a creative capital Accordingly, creative tourism can not only include ‘learning a skill on holiday that is part of the culture of the country or community being visited’. It is much more than that. Having culture as the main component of tourism industry already impacts on creativity, and eventually also the competitiveness. From the aspect of the tourist, creative tourism may mean such an activity which includes learning a skill on holiday that is part of the culture of the country or community being visited. But from the aspect of those who offer a tourism product, it may mean the creation of totally different and new business models which are based on creative production, management, marketing or sales. Is this a creative way to re-think the basis of creative tourism?