Creativity has become a strategy in the making of places, with cities and regions seeking to increase their attractiveness to the creative class, support the creative industries or to become ‘creative cities’. We examine how creativity has been utilised in placemaking in tourism desti-nations through different design strategies. A shift in theoretical focus from creative individuals towards creative districts or places is noted, in line with the developing field of creative place-making. Case studies of creative development indicate strategies need to be sensitive to local context, and follow some basic design principles. Creative placemaking includes consideration of resources, meaning and creativity, driven by clear vision, enabling participation, leaving space for creative expression and developing a coherent narrative