So what does creativity have to do with this? Due to the changes already mentioned, it is obvious that one has to be creative in various ways: firstly by linking culture with tourism in order to find additional sources of financing because of the growing cuts in public expenditure for culture; secondly, by generating tourism income in a rather narrow specialized market of cultural tourists; and thirdly, by enhancing the experience for postmodern tourists, which is one of their main requirements while travelling. It can be