3 years ago I attended a lecture by Greg Richards, an authority on cultural
tourism, and the author of a number of books and articles on the subject. He
argued that cultural tourism, even as demand grew, risked causing dissatisfaction
because of its failure to engage. It needed to become more creative, he said.
A metaphorical light flashed: Creative Tourism, great expression, I thought. We
got together after the lecture and decided to try to develop the concept, Greg in
academic circles, me in New Zealand, the country to which I was about to
migrate.