This year i had the honour to be part of the panel dedicated to creativity & Tourism as well as part of the scientific committee for INTO 2011 The idea that creativeness goes hand in hand with innovation to stimulate success in business is not a new one. The World Tourism Organization designated 2009 as the European Year of Creativity and Innovation. The message it conveyed was that the nexus between creativity and innovation calls for intelligent investments that will be able to bring about new and sustainable solutions and benefits for economies(1) . This round table will be followed by a second panel debate entitled: "Creativity for transforming tourism destinations". This second panel debate, where practical cases that have revitalized and reinvented products and destinations will be related, will study how creativity in innovation improves positioning, and hence creativity. You can enjoy the video of the panel debate here