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There is now a demand for a better quality products, which has resulted in a fragmenting of the mass market for beach vacations.
There has been an upmarket trend in the tourism over the last few decades, especially in Europe where international travel for short breaks is common.Tourists have higher levels of disposable income and greater leisure time and they are also better-educated and have more sophisticated tastes.
They have defined creative tourism as tourism related to the active participation of travelers in the culture of the host community, through interactive workshops and informal learning experiences.
Creative tourism as an engaged, authentic experience that promotes an active understanding of the specific cultural features of a place.
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