Creativity has been engaged as a new way of developing tourism destinations, and this brings consequences for tourists and for the destinations themselves. Hence the need to measure the levels of creativity displayed by a specific tourist destination. To this end, an aggregate composite index is proposed, labelled Creacity, capable of evaluating spatial, environmental and institutional creativity in Spain's urban‐cultural destinations, taken as an example. The findings and methodology proposed pave the way to apply creativity as a key element in tourism competitiveness, in a clear bid to promote the Economics of Creativity, moving beyond the concept of Creative Economics.

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