The development of cultural and creative tourism is part of a general shift towards the development of attractive places to live, work and visit. Many cities and regions have positioned themselves as ‘creative’ in recent years, and ‘creative city’ has become a UNESCO label. But there is growing criticism of predominantly topdown models of creative development. Creative development strategies are associated with tourism because the ‘creative atmosphere’ makes places attractive, not only for the creative class, but also for others, and tourism intermediaries, especially tour operators, bring tourists to such creative destinations. However, attraction-based strategies are associated with gentrification, exclusion, and serial reproduction, causing sites to lose their specificity that they want to develop. This indicates the need to design package deals in order to better design creative places to ensure that they retain their creativity and uniqueness and to offer tour operators the most significant creative offer of destinations that they will be able to sell in destinations.