There is a growing debate about the use of creativity for sustainable development, particularly in terms of
increasing the creative potential of cities. However, studies based on the experiences and perspectives of
leading authors in this area are limited. Greg Richards is a long-standing researcher on the application of
creativity in various socio-economic sectors, including creative tourism, creative cities, economy, and creative
industries. This study, based on a semi-structured interview conducted with Greg Richards, seeks to present
some reflections and ideas for ways forward, considering the scenario before, during, and after the Covid-19
pandemic 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.