The Creative Economy Is Upstream of the Tourism Economy Now
The creative economy is becoming a driving force behind tourism demand, making destinations memorable and bookable. Destinations that understand culture as their upstream product will win in the next decade.
A new paper by economist Jeffrey Sachs argues that employment growth in developing markets will increasingly land in services, including tourism and the creative economy. The creative economy is now upstream of the tourism economy, generating demand and making destinations memorable. The tourism industry still tends to think of culture as a supporting asset, but this is changing. Destinations that understand culture as their upstream product will be successful. The relationship between tourism and the creative economy is becoming more consequential. The creative economy is what makes destinations bookable.
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