ABSTRACT
This chapter has twin objectives. First, it seeks to conceptualize creative tourism supply, and to offer a vision of a market yet to be fully made by suppliers. Products are classified and a structure to facilitate creative tourism supply is offered. Second, the chapter looks at a case example of culturally based creative tourism supply, and seeks to draw out issues from this. The case example is taken from France, and considers the Villes et Pays d’Art et d’Histoire (VPAH), a label which can be translated as Towns and Localities of Art and History. This case study is chosen as it shows the operation of a locally led initiative to foster creativity through visiting, both by tourists and others. Particular attention is given to leadership roles within the municipal organizations that take charge of the VPAHs and to the use of local essentialisms as tourism products.
