The rise of the creative economy provides opportunities for the tourism sector. Tourism suppliers and destinations search for new ways of keeping the tourist satisfied or attracting new tourists. Creativity is needed in order to provide or (co)create authentic tourism experiences. Richards and Wilson (2007) mention that tourists would like to be part of the local community and want to experience the everyday life of others. Creative tourism (see Richards and Raymond, 2000) deals with interaction with the local culture, encounters, taking previously unknown routes, becoming acquainted with the ‘real’ or ‘authentic’ culture and traditions of the visiting community. The tourist increasingly becomes a prosumer: producing and consuming their own experience. Following the definitions of Richards and Raymond (2000) and UNESCO (2006), it appears that the content of creative tourism