When making policy for creative tourism, small and medium sized cities too often take after touristic metropolises such as Berlin and Barcelona. Or they use the development of, for example, the city of Bilbao as great example and look for the development of their own Guggenheim’s. This phenomenon was referred to by Murray (2007) as the ‘Irritable Bilbao Syndrome’ or ‘city boosterism at its worst, a poor substitute for doing the hard work and planning required to compete in the new global creative economy’. Physical or product oriented developments of creative tourism can generate great results, however a lot of non metropolitan cities already have a beautiful proposition for the contemporary tourist.