Creativity as a new driver of tourist attractiveness of cities

Today many cities experience changing in their role in the modern economy and functional structure. At the same time tourists search an unusual tourist experience, and all this brings to the fore the issues of the urban environment creativity. They are of relevance in cities suffered from crisis phenomena - the decline of city-forming enterprises, a high level of unemployment, etc. In this case, attracting creative capital becomes a development tool, and creativity is seen as a new point of growth. At the same time, creative objects, spaces and cities are perceived by tourists ambiguously. The cities following the transformation path into creative urban centers not always demonstrate successful results. This is largely due to the vagueness of the concept of a creative city, misunderstanding of the criteria for the effectiveness of a creative environment, and sometimes incorrect assessment of the target audience of a creative city as a tourist center. The article analyzes the concept of "creative city", reveals its key properties. An analysis of the tourist products presented on the market, made it possible to identify the formats for organizing creative urban tourism. Audience of its tourists and visitors is another indicator of the tourist city creativity. Based on a survey, the article characterizes the target audience of a creative city as a tourist center.