The creative sector of an economy represent a significant component of tourism development. This sector has a potential to provide direct economic benefits to local communities and the wider destination economy. Previous studies show that the creative economy represents a growing special interest tourism market. The purpose of this paper is to discuss why investment in creative industries is good for tourism growth in destinations that are experiencing a decline in tourism arrivals like Zimbabwe. Specifically, this paper provides tourism stakeholders with insights and perceptions on how to effectively use creative industries to stimulate tourism development and growth.
