creativity is certainly a resource that can strengthen, diversify and enrich the tourist planning process by linking the desires, demands and needs of both consumers and producers. To create forms of tourist creative production and consumption means offering traditional heritage resources in new terms, bringing in new ideas, new ways of interpreting heritage and place through experiential strategies that go beyond the moment of consumption and which can provide links to all the creative resources put into play. This contact is what facilitates growth, transformation and development, not only of participants, but also of those who work in planning and implementation of experiences. In this sense, creativity acts as a stimulus for the improvement of all the different components of the itinerary and encourages higher standards of efficiency, which can also be applied in other contexts.