The cultural and creative industries are currently among the most dynamic economic sectors in Europe. Cultural tourism, which emerged at the end of the 20th century from a combination of culture and tourism, had become one of the most desirable development options for countries and regions around the world. Cultural tourism is based on the cultural and heritage attractions in a destination (cultural artefacts from the past) and on the way of life of inhabitants of a destination (contemporary lifestyle), integrating art and heritage tourism (Jászberényi 2020). The growing interest in culture has undoubtedly made cultural tourism one of the largest segments of the global tourism industry. By the end of the 20th century, the travel habits of cultural tourists have become increasingly sophisticated in their planning, seeking experiences that would allow them to learn more about the cultural life of the local people through active participation, while developing their skills and acquiring new knowledge (Richards 2010). This desire for experiential learning has become more pronounced in recent decades and has led to the emergence and growth of creative tourism as a new tourism industry (Richards 2011).