Empowering creative places & communities
We transform local creativity into economic growth by connecting creators, placemakers, and global brands to build vibrant cultural hubs.
Our work helps destinations stand out, attract investment, and foster sustainable development that benefits both visitors and communities.
Creative Tourism Group
Vibrant destinations start with creative communities.
We connect tourism, culture, and local creativity to shape thriving places. Our strategies, data, and experiences empower destinations to unlock their creative potential, attract global travelers, and foster long-term growth.
About us
Bridging Creativity and Tourism for Lasting Impact
We are a destination + community development group that unites local creators, placemakers, and global brands to cultivate vibrant cultural hubs.
At the heart of every destination is its creative community—the pulse that shapes experiences, attracts visitors, and fuels investment and long-term prosperity. By aligning local culture with tourism strategies, we help cities stand out, fostering sustainable development that benefits both residents and visitors.
Our work bridges tourism, placemaking, and the creative economy to generate economic impact, attract talent, and enhance quality of life. Through data-driven insights, strategic frameworks and immersive experiences, we help destinations unlock their creative energy and build lasting connections that strengthen their global appeal.
What we do
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We partner with destinations to unlock and amplify their creative vibe – transforming spaces into thriving cultural attractions.
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By supporting makers, innovators, artists and creative industries, we drive community-led development that engages locals and visitors alike.
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We align creativity with tourism strategies to attract visitors, talent, and investment, fostering long-term prosperity.
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Through our signature Vibe Index, we track the creative energy of destinations, providing actionable insights that fuel growth and innovation.
Vibe Index
Codifying Creative Communities
Insights & Impact
Measuring the Creative Energy of Destinations
The Vibe Index is our flagship tool that evaluates how cities foster creativity, cultural vibrancy, and innovation. It provides insights that help destinations build thriving ecosystems, boost tourism, and strengthen community resilience.
The Vibe Index Measures:
Arts & Culture
Events & Festivals
Innovation Hubs
Food & Retail
Community Engagement
Through data-driven analysis and community input, the Vibe Index unlocks new opportunities for growth and helps cities define their competitive edge.
FAQ
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Creative Tourism Group is a destination and community development organization that unites local creators, placemakers, and global brands to craft vibrant cultural hubs.
Our mission is to align tourism with local creativity to foster sustainable growth, strengthen cultural identity, and create meaningful connections. We believe thriving destinations are built on people, culture, and stories.
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We partner with DMOs, tourism boards, economic development organizations and cultural institutions to co-create programs that:
We partner with DMOs, tourism boards, cultural institutions, city leaders and creative leaders to co-create initiatives that balance economic impact with cultural preservation. We co-create programs that:
Amplify local creators and cultural assets
Develop immersive experiences and storytelling initiatives
Measure creative vibrancy
Our approach is collaborative, immersive, and deeply rooted in community. Whether through experiential programming, destination storytelling, or our signature Vibe Index – which measures and amplifies the creative pulse of cities – our goal is to help destinations evolve as dynamic hubs of creativity and innovation.
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Vibe and creativity shape how people experience a place. They are the energy behind thriving communities and the reason visitors feel connected to destinations. In a world where experiences are increasingly commoditized, a vibrant creative identity is a city’s most powerful differentiator.
Drives Tourism & Economic Growth – Creative places attract visitors, talent, and investment.
Strengthens Community Pride – Local culture and creativity foster innovation and belonging.
Builds Resilient Cities – Destinations that prioritize creativity are more adaptable and future-ready.
Creativity is capital – it’s a driver of economic and cultural success.
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The Vibe Index is a data-driven tool that measures the creative energy and cultural vibrancy of destinations.
It evaluates how well a city or community supports its creative industries, fosters innovation, and cultivates a dynamic cultural scene that attracts both locals and visitors.
By analyzing factors like arts, events, food, retail, innovation hubs, and community engagement, the Vibe Index provides cities with actionable insights to strengthen their creative ecosystems. This helps destinations stand out, drive tourism, and build resilient, thriving communities.
The Vibe Index isn’t just about ranking places – it’s about unlocking potential and guiding destinations toward sustainable, culture-led growth.
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The Vibe Index is developed by Creative Tourism Group (CTG) – a collective of industry leaders, cultural strategists, and destination experts dedicated to transforming places through creativity and community.
CTG brings together experience from global tourism boards, creative industries, and major cultural initiatives. Our team has worked with destinations, DMOs, and cultural institutions across North America and beyond, helping align local creativity with tourism to drive economic growth and community resilience.
We believe that vibrant, creative places are essential to shaping the future of tourism and fostering deeper connections between global travelers and local communities.
Our core team is led by Matt Heidkamp, Evan Tzeng, and Greg Oates.
matt@creativetourism.com