The first case presents research findings of recent study of Zagreb as a cultural product, which examined the potential of the cultural and creative industries in Zagreb in defining contemporary cultural identity of the nation's capital and their possible contributions to the local economyiii. In addition, another Croatian city, Dubrovnik is presented as an illustration of a cultural and mass tourism destination with limited incentives for creative tourism. The analysis of both cases adds to the discourse on the conjecture of creative tourism in practice; being intrinsically intertwined with the cultural and creative traits of the place, creative tourism should be a natural progression from cultural tourism – a form of interactive cultural tourism