In this sense, creative tourism comes to light as a solution for both cities: a remedy for over-developed and under-developed forms of tourism as presented in the case studies. When doing business with culture, which besides economic potential always carries a certain value, strategic orientation towards the visitor experience, entails particular challenges. Economic ideology must not always be the major driver since culture requires extremely subtle management models. Creative tourism should provide a valuable experience for tourists and transfer unique values promoting local identities. Moreover, it can be asserted that creative tourism is a projection of new type of tourism in which natural, cultural and personal resources are not manipulated and exploited but valued and enriched. Zagreb is a city that is on the rise: currently a capital of a Southeast European country, it faces the future as a European capital. Its identity vehicle as well as recognizable brand will be those cultural resources that are valued and shared by a wider community.