This, however, is not enough. Having a distinctive creative product is not an end itself. Firstly, the product needs to be extracted from the environment of the cultural sector and matched with economic sectors. Secondly, the product will not be recognized nationwide or even internationally if not properly marketed. As already said, Zagreb has had a few very interesting products which have not succeeded in branding the city or in earning great profits. 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?