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Cities tourist competition focus on the revalorization of endowed resources, such as historical and cultural heritage, and on created resources, such as flagship projects and iconic architectural buildings. This paper analyzes how creativity (creative planning and thinking) supports both approaches by developing a conceptual model that categorizes and explores four main urban competition strategies: exploitation, rediscovery, adaptability, and development/co-creation. Creativity drives competition and differentiation taking into account the tourist offer, the role of the private and the public players, the communication, and the consumption. Finally, it presents a case study of Torino city, identifying the creative tourism activities implemented.

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Roots tourists are members of diaspora communities who visit their motherland during holidays searching for their roots and identity. This research aims to explore how roots tourism can contribute to a more sustainable development of destinations by focusing on its socio-cultural impact. It involves qualitative research, analysing roots tourism from the tourists’ point of view. 45 roots tourists who visited the Calabria region in Italy were interviewed. The findings of the research show that roots tourism can be seen as socio-culturally sustainable. This paper seeks to fill a gap in the literature on the effects of the development of roots tourism on the local socio-cultural fabric to evaluate them in terms of sustainability.