Creative travellers in Austria.

Abstract Creative tourism has emerged as a global trend in cultural tourism, replacing the previous notion of cultural tourism as being a mostly passive, attraction- and museum-based activity. Creative travellers are actively seeking out opportunities to become engaged in the local cultural fabric of the place they visit, be it during a cultural festival, an opportunity to meet the locals through hands-on workshops, or by participating in an activity offered at formal institutions, such as cookery schools. This chapter presents insights about types of creative travellers in Austria. Given the author's background as project manager in the association Kreativ Reisen Österreich (Creative Tourism Austria), the remarks made here are observations based on 10 years of experience in managing, networking, and promoting creative tourism to both national and international travellers. This has been done in co-operation with such high-profile partners as the Austrian National Tourism Board as well as several regional destination management organizations across Austria.