Issue 1(2) 2025

Table of content

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Tatiana E. RIVCHUN
Tourism as a Creative Industry
Tourism is one of the creative industries.
In a world of total globalization and digitization, we are witnessing a paradoxical phenomenon: the more the world becomes the same, the higher the value of the unique, the genuine, the authentic. The tourist is tired of standard postcards and uniform tours. They crave not to see, but to feel; not to visit, but to touch.

We’re not talking about entertainment, but about co-creation. A master class with a local potter is not a service, it’s an act of transferring cultural code. A local cuisine festival is not just a gastronomic event, it’s a theater where the main character is taste. A mural on the wall of an abandoned factory, created by a street artist, is not just graffiti, it’s a new point on the emotional map of the city.

The articles in this issue are also devoted to how creative practices help regions acquire and convey their authentic voice. We explore how that very “genius loci,” for which a traveler is willing to cross thousands of kilometers, is born. This is a complex task that lies at the intersection of anthropology, economics, cultural studies, and marketing.
We are convinced: the tourism of the future is not an industry of hospitality, but an industry of experiences. And at its core lies a deep and sincere dialogue that is only possible thanks to the creative spirit.

Keywords: Creative Industries, Tourism, Creative Practices of Territories.

Citation: Rivchun, T. E. (2025). Tourism as a Creative Industry. Kreativnye industrii [Creative Industries R&D], 1(2), 8-9.

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THEORY AND METHODOLOGY OF CREATIVE INDUSTRIES
Thiago Duarte PIMENTEL, Moises HERNANDEZ MATOREL, Mayte LOPEZ MEZA
Creative Tourism Through Cooperation Networks: Balancing Uniqueness and Commonality. Insights From Institutional Theory
Abstract. Creative tourism posits the generation of differentiated experiences, wherein tourist destinations would provide the foundation for such experiences. Paradoxically, the very expansion and popularization of creative tourism destinations, which specialize in crafting “personalized tourist experiences,” tends to lead to their saturation, and their product become homogeneous. This raises the question: to what extent is there a differentiation or a standardization of management practices in the pursuit of distinctiveness? This conceptual article analyzes the network of creative tourism cities, employing institutional theory as a theoretical lens, focusing on its isomorphic process of creativity and the pasteurization of “unique experiences”. It is argued that the consolidation of this phenomenon stems, in part, from the integration into these networks. This dynamic relates to the inclusion of other actors as part of the destinations’ external environment and to the isomorphism in both the activities offered and the marketing practices, which positions them as belonging to these networks. However, while this facilitates the network’s organizational and promotional processes, it incurs an internal contradiction, as it homogenizes that which is purported to be unique, because more and more the cities and experience that they offer become similar.

Keywords: Creative Tourism, Cooperation Networks, Institutional Theory

Citation: Pimentel, T. D., Hernandez Matorel M., & Lopez Meza M. (2025). Creative Tourism Through Cooperation Networks: Balancing Uniqueness and Commonality. Insights From Institutional Theory. Kreativnye industrii [Creative Industries R&D], 1(2), 10–27. doi: 10.7868/S3033671625020011.

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ECONOMICS AND MANAGEMENT IN CREATIVE INDUSTRIES
Simone Fernandes MACHADO, Solano de Souza BRAGA, Thiago Duarte PIMENTEL
Creative Cities: Opportunities and Challenges for the Historic City of Ouro Preto, Minas Gerais (Brazil)

Abstract. In view of the initiative to attempt to apply for inclusion in the UNESCO Creative Cities Network in the category of Popular Arts and Crafts, to assist planning and management processes, this study aimed to understand and analyze the potential and challenges for a city within the creative areas of the UNESCO Creative Cities Network: Popular Arts and Crafts, Media Arts, Cinema, Design, Gastronomy, Literature, Music and Architecture. The research methodology was based on surveys conducted as a result of the Municipal Creative Economy Plan of Ouro Preto. The initiatives identified in each district of Ouro Preto were reorganized within the thematic axes of the eight creative areas. Subsequently, one point was assigned to each identified initiative and, through this survey, partnerships were identified. Based on the interviews conducted for the study, weaknesses were identified that point to the challenges that the city must face to stand out on the world stage as a Creative City. The analysis of the data indicated for the highlighting of the axes architecture, gastronomy and popular arts and crafts. The challenges were related to infrastructure, such as transportation and health, and difficulty in promoting, collecting resources and managing tourist activities.


Keywords: Creative Cities; Ouro Preto; Planning and Management



Citation: Machado, S. F., Braga, S. d. S., & Pimentel, T. D. (2025). Creative Cities: Opportunities and Challenges for the Historic City of Ouro Preto, Minas Gerais (Brazil). Kreativnye industrii [Creative Industries R&D], 1(2), 28–43. doi: 10.7868/S3033671625020023.


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CREATIVE CLUSTERS, HUBS AND URBANISM
Ingrid Chaves Lima Ferreira GUIMARÃES, Marcos Eduardo Carvalho Gonçalves KNUPP, Elias José MEDIOTTE
The Inclusion of the Creative Tourism Segment through Placemaking: Analysis of Tourism Activity in Lavras Novas, Brazil

Abstract. Lavras Novas is a tourist district admired for its architecture, landscapes, and tranquil atmosphere. Creative tourism, characterized by innovation, emerges as a tool to renew tourism activity, promoting tourists participation in the community’s daily life. This research aims to understand how creative tourism, through placemaking, can intensify and diversify tourism in Lavras Novas. The motivation for the study arises from the authors’ curiosity about the dynamics and sustainability of local tourism, seeking to contribute to the understanding of creative tourism. The methodology employed is both qualitative and quantitative, including a semi-structured interview with a strategic actor in the region and the application of questionnaires for data collection. Identified challenges highlight the need for planning and diversification of tourism to preserve local identity and transform public spaces. The study aims to offer new perspectives for tourism in Lavras Novas, promoting sustainable development and community participation.


Keywords: Creative Tourism, Placemaking, Lavras Novas, Sustainable Development, Public Policies


Citation: Guimarães, I. C. L. F., Knupp, M. E. C. G., & Mediotte, E. J. (2025). The Inclusion of the Creative Tourism Segment through Placemaking: Analysis of Tourism Activity in Lavras Novas, Brazil. Kreativnye industrii [Creative Industries R&D], 1(2), 44–61. doi: 10.7868/S3033671625020035.


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Magnus Luiz EMMENDOERFER, Waléria Thabata Roldão NIQUINI, Greg RICHARDS, Mary Sandra Guerra ASHTON
Creative Tourism by Local Government? An Analysis of the Design of the First Public Policy in Brazil

Abstract. The main point is to understand the design of the Porto Alegre Creative Tourism Program (PPATC-2013) as a municipal public policy, analyzing the first creative tourism program implemented in Brazil. It seeks to contribute to the emerging field of creative tourism public policies, facilitating policy learning for managers and academics interested in the theme. Methodologically, pragmatist epistemology and ex-post-facto research were adopted, using a single case study. It employs methodological triangulation, combining documentary research (Multi-annual Plan, program guidelines, municipal reports), field observation, and interviews with public managers and policymakers (2017-2018). The analysis follows inductive logic with saturation of the apprehended narratives. As main results, critical limitations were identified in the design of PPATC-2013, such as: absence of tourism demand studies, centralized elaboration process, uncritical mimicry of external models, lack of community mapping of creative activities, and absence of a monitoring system. The program had a limited duration (2 years) and evolved into the Shed Tourism (in Portuguese, Turismo de Galpão) project. Among the main contributions and implications, the study demonstrated that tourism policies, with specific niches such as creative tourism, require adequate territorial diagnosis, participatory design process, contextual resignification of external experiences, and intersectoral articulation. It contributes to the preservation of institutional memory and offers lessons for the development of similar policies, emphasizing the need for adaptation to local specificities and effective community participation.


Keywords: Tourism Policy, Creative Tourism, Cultural Tourism, Municipality


Citation: Emmendoerfer, M. L., Niquini, W. T. R., Richards, G., & Ashton, M. S. G. (2025). Creative Tourism by Local Government? An Analysis of the Design of the First Public Policy in Brazil. Kreativnye industrii [Creative Industries R&D], 1(2),62–77. doi: 10.7868/S3033671625020047.


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Peihan YANG
Cross-Cultural Adaptation and Directorial Transformation of the Play ‘The Dawns are Quiet Here...’ on the Stage of the E. Mirovich Training Studio Theatre of the Belarusian State Academy of ArtsIm

Abstract. On 17 April 2025 on the stage of the Evstigney Mirovich Training Studio Theatre of the Belarusian State Academy of Arts in Minsk the premiere show of the play ‘The Dawns are Quiet Here...’ took place, timed to the 80th anniversary of the Great Victory and the 80th anniversary of the Belarusian State Academy of Arts (BSAА). The 80th anniversary of the Victory over Fascism is the central event of 2025. BSAА strives to preserve the historical memory of the Great Patriotic War and pass it on to the next generations; the theme of heroic deeds during the war years is reflected in the course and diploma works of undergraduate and graduate students. The uniqueness of the staging of ‘The Dawns are Quiet Here...’ at the BSAА was that for the first time on the Belarusian stage this play was staged by a Chinese team and performed in Chinese. The director was Yang Peihan, a graduate of the Master’s Degree of the Russian State Institute of Stage Arts, previously a teacher of theatre faculties at various universities in China, a Chinese theatre director, a laureate of international theatre competitions. The roles were performed by Chinese MA students in theatre studies, and the technical support was also done by MA students. In the stage design were used graphic works of Belarusian students of BSAА in 1960-1980s. For the convenience of Belarusian spectators the performance was accompanied by credits in Russian. After its successful premiere, the play was invited to participate in the Third Republican Theatre Festival ‘Peramoga’ (‘Victory’); the screening within the festival took place on 23 May 2025. This theatrical practice is unique and innovative not only in the sense that the Chinese play the roles of Soviet heroes, but also in the sense that the Chinese actors localise the common emotions of the two countries. This article describes the methodology and process of creating a theatre production from the director’s point of view.


Keywords: performance, director, theatre, ‘The Dawns are Quiet Here...’, Belarusian State Academy of Arts


Citation: Yang, P. (2025). Cross-Cultural Adaptation and Directorial Transformation of the Play ‘The Dawns are Quiet Here...’ on the Stage of the E. Mirovich Training Studio Theatre of the Belarusian State Academy of Arts. Kreativnye industrii [Creative Industries R&D], 1(2), 78–89. doi: 10.7868/S3033671625020059. (In Russ.).


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REVIEWS. DIGEST. INTERVIEWS
Igor ZHUKOVSKY, Yulia ZHUKOVSKAYA
Legends, Impressions, Interpretations of the Russian Baltic as a Creative Family Project (INTERVIEW)

Citation: Zhukovsky, I., & Zhukovskaya, Yu. (2025). Legends, Impressions, Interpretations of the Russian Baltic as a Creative Family Project. Kreativnye industrii [Creative Industries R&D], 1(2), 90-94.

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Maria KOVALEVA
The Voronezh «Matryoshka»: Integrating a School and a Center for Creative Industries into One Space (INTERVIEW)

Citation: Kovaleva, M. (2025). The Voronezh «Matryoshka»: Integrating a School and a Center for Creative Industries into One Space. Kreativnye industrii [Creative Industries R&D], 1(2), 95-98.


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Dmitriy POLOSIN, Raushania POLOSINA
Creative Entrepreneurship Based on Local Identity: From the Chak-Chak Museum to the Tatar Interior Brand (INTERVIEW)

Citation: Polosin, D., & Polosina, R. (2025). Creative Entrepreneurship Based on Local Identity: From the Chak-Chak Museum to the Tatar Interior Brand. Kreativnye industrii [Creative Industries R&D], 1(2), 99-101.


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