The complexities of the creative sector are well rehearsed both within and beyond tourism. In tourism, creativity manifests in a range of ways and tends to be regarded as something that the commercial sector indulges, through film and apps to enable virtual visiting. Customers, tourists, have their ideas – and to a degree feeling of experiences, sites, staged events, framed, even shaped, by the touristic creative sector. These interventions play a valuable role to get closer to the in vivo experience. This commentary reflects upon the range of work that has been undertaken in the last twenty years to explore creativity in tourism as the creativity of tourists and how this constitutes their expectations and experiences remains central to tourist studies.

在旅游业之内和之外，都充分演练了创意部门的复杂性。在旅游业中，创造力以多种方式体现出来，并且往往被认为是商业领域通过电影和应用程序进行虚拟访问而沉迷的东西。客户（游客）有他们的想法-并在一定程度上受到旅游创意部门的构想，塑造甚至塑造的体验，地点，上演的事件的感觉。这些干预措施起到了接近体内经验的重要作用。这篇评论反映了过去二十年来为探索旅游业的创造力而进行的一系列工作，这是游客的创造力，以及这如何构成他们的期望和经验仍然是游客研究的核心。