Purpose -The aim of the research is to determine the role of cultural and creative industries in the creation of innovative urban tourism with particular focus on the city of Rijeka as European Capital of Culture 2020. The research is directed towards the new trends in urban cultural tourism and the possibilities of innovating tourism offer in the process of repositioning. The purpose of this paper is to determine the current level of tourism development of the city of Rijeka and the future development. Methodology -The paper analyses the theoretical determinants of the synergy between cultural and creative industries and tourism in innovating urban tourism offer. It analyses the present state of cultural and creative industries and tourism of the city of Rijeka and, through in-depth interviews of representatives of cultural and creative industries and tourism offer, as well as through benchmarking analysis, it determines the possibilities for innovating the city's cultural offer in line with the vision of the city as a recognizable cultural tourism destination. Findings -The results can be observed on two levels; the theoretical level, exploring the role of cultural and creative industries in innovating urban cultural tourism offer, and the applicative level that explores the current situation, development scenario and the synergy of tourism and cultural creative industries on the example of Rijeka as the European Capital of Culture 2020. The role of cultural and creative industries in building and innovating cultural tourism offer represents the basis for developing Rijeka as an urban cultural destination. Contribution -The paper defines the cultural and creative industries value chain and its potentials in urban value chain innovation, especially in urban destinations titled the European Capitals of Culture. The research should be extended to other destination stakeholders (e.g. local population, student population, etc.) to further concretize the possibilities for synergy in enhancing the operational strategies for transforming Rijeka into a recognizable urban destination.

This paper analyses the emerging trends in creative tourism, as well as the possibilities of developing creative offer as a means of sustainable development (protection of resources, socio-cultural elements, natural elements and improving the local population's standard of living) of small historic towns on the Opatija Riviera (Volosko, Kastav, Lovran, Veprinac, Mošćenice, Brseč). It further analyses the current state of creative offer, sets the goals and suggests some possible strategies for developing creative tourism (educational workshops, creative workshops, etc.) as both the basic and additional element of the tourist offer based on sustainable principles, and for creating a recognizable destination brand identity through a valorisation of uniqueness and diversity. The paper also answers the key questions of creative tourism offer enrichment and enhancement, and defines the means to innovate the promotional strategy with the goal of repositioning. The reconception of development in small historic towns and, ultimately, attracting future tourists , requires a synergy of all offer stakeholders, local communities and indigenous residents in forming new elements of creative initiatives through a valorisation of the past and the present.

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Music is an important element of a destination’s integrated tourism product, especially in rural regions. This fact raises a variety of issues, in particular with regard to the tourism management of rural destinations. Answers are sought to questions on how music can be valorised to help create a distinctive tourism product, making it necessary to analyse the current state of the music offering before objectives can be set and concrete solutions, devised, to accomplish them. This paper explores the music offering of the rural regions of eastern Croatia and presents the results of a survey of the attitudes of destination managers (managers of tourist boards) in rural regions of eastern Croatia, with special emphasis on traditional music that is increasingly present and contributes to creating distinctive rural destinations (the valorisation of sound and music in the offering should also enhance the inclusion of music in promotion). The studied rural destinations of eastern Croatia are not developed in terms of tourism and their tourist accommodation capacities are very small. Music offering management, together with the valorisation and preservation of traditional values, could help them enhance their distinctiveness in the tourism market.

In a globalised setting, the only way to differentiate Croatian destinations from others is by asserting the destinations' traditions, history, indigenous elements and cultural heritage. This paper synthesizes and builds upon the theoretical determinants of event tourism in developing and branding destinations, with practical implementation in the example of the Krk Fair "Lovrečeva". Based on the current-state analysis of the competitiveness of the Krk Fair and tourism in the Town of Krk, the paper defines development objectives and strategies to enable the event to evolve into the brand, symbol, synonym and identity of the destination based on a culture of learning and integration (synergy of local government and self-government, Tourist Boards, all stakeholders, and residents as drivers of entrepreneurship, together with the active involvement of tourists). The study highlights opportunities and concrete activities in valorising and asserting historical and cultural heritage to bring together the destination's past and its tourism-related present and future to build a distinctive identity for the Town of Krk. The originality of the paper is the result of theoretical determinants, the opinions of the authors, and the results of surveying managers; as such it presents a starting point for future studies. The limitations of the study relate to the small sample of surveyed managers and to the fact that residents and tourists were not surveyed