Sustainable cultural tourism can be a powerful means to enhance communities’ wellbeing increasing economic wealth in currently less known and remote areas, as well as residents’ awareness on local culture and cultural heritage, environmental preservation and social cohesion. However, tourism activities can threaten cultural and natural resources, especially in fragile natural & cultural areas. Sustainability-led innovation and creativity could contribute to ensure that tourism activity is conducted within a responsible framework, engaging local operators and stakeholders towards reaching shared objectives. The integration of a circular economy oriented approach in cultural tourism strategies can be beneficial to allow sustainable tourism activities which avoid depletion of natural resources, excessive greenhouse gas emissions, over-consumption of cultural resources. Local communities represent the owners and custodians of important natural and cultural resources, thus their active role in cultural tourism strategies development is fundamental to ensure their conservation, regeneration and valorisation over time. Engaging stakeholder groups already at the initial stage of designing changes, can contribute to the development of strategies aiming at implementation of community-based circular and human-centred actions in various areas. The paper describes the co-creation process conducted with various types of stakeholders in six European regions within the Horizon 2020 Be.CULTOUR project. Special attention was given to the process of activating local communities and making them co-create and co-initiative innovative solutions.