Sustainable creative tourism on islands and the pandemic: The Creatour Azores project

As the impact of the COVID-19 pandemic was felt worldwide, the tourism sector was forced to seek ways of reinventing itself. Two decades prior to this crisis, in varied rural areas and island contexts, small-scale, community-based creative tourism had appeared as a sustainable place-making solution to foster place vitality, competitive distinctiveness, regenerative development and destination resilience. From an island perspective, this article presents the theoretical framework, methodological approaches, and empirical practices of the Creatour Azores project, which was carried out in the North Atlantic archipelago of the Azores from 2019-2022. Given this timeframe, the investigators and pilot projects that implemented this research-practice project were confronted with the COVID-19 pandemic, which accentuated the isolation and remoteness that tend to characterize islandscapes, especially peripheral islands such as the Azores. At the same time, however, this devastating global pandemic, which impacted the tourism sector especially, ended up offering unexpected opportunities along with special challenges, seeming to underscore the relevance of studies focused on the isolation and remoteness that characterize islandscapes. After describing the project methodologies and practices, as well as the adjustments adopted due to the pandemic, this article considers future possibilities for creative tourism on islands, in general, and in the Azores.