There is a growing debate about the use of creativity for sustainable development, particularly in terms ofincreasing the creative potential of cities. However, studies based on the experiences and perspectives ofleading authors in this area are limited. Greg Richards is a long-standing researcher on the application ofcreativity in various socio-economic sectors, including creative tourism, creative cities, economy, and creativeindustries. This study, based on a semi-structured interview conducted with Greg Richards, seeks to presentsome reflections and ideas for ways forward, considering the scenario before, during, and after the Covid-19pandemic and its possible effects on the new economy. Particular attention is paid to the emerge of ‘glocal’creativity, especially related to the UNESCO Creative Cities.
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