The tourism, travel and hospitality industries are one of the fastest-growing industries in the world. The international tourist arrivals reached 1.4 billion in 2018, two years ahead of what UNWTO anticipated (UNWTO, 2019). While the future of tourism and the possible shift after the current situation is unknown now, some changes already happened in the last years. The emergence and popularity of experience economy, sustainability, and the wish to break away from mainstream activities lead tourists toward new types of tourism.

Cultural tourism is still the starting point of many of these new activities, like city walks, dark tourism, film tourism and creative tourism. However, they all tried to provide something new and unique and to step away from classical cultural tourism, which is assumedly lost authenticity (Petroman et al., 2013; Triarchi and Karamanis, 2016).

But what exactly cultural tourism and creative tourism are? The following part of this paper identifies the term cultural and creative tourism products before looking at the creative cultural product Azerbaijan has to offer, and the potential it can evolve into.

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