Zagreb is yet to be defined by forms of cultural resources and accompanying types of tourism Dubrovnik has to reconsider its mass cultural tourism identity. As such, creative tourism can become a major development driver for both cases: in the dominant and the ever growing trend of splintering of tourism forms. Still, it is debatable if most destinations should struggle to create new types of tourism so as to be more competitive if they are recognizable or even branded for certain ‘old’ qualities, like illustrated with the case of Dubrovnik. Being creative does not always mean introducing new types of trendy developments in the destination but rather knowing how to generate new development models that will underline the best a destination has to offer both for tourists as well as for the hosts