Linking Cultural and Creative Industries, Innovation, and Tourism Competitiveness in the Framework of Digital and Green Transition

This study explores the nexus between the development of Cultural and Creative Industries (CCIs), macro-level innovation performance, and national tourism competitiveness within the framework of the “twin” digital and green transition. While Cultural and Creative Industries are increasingly recognized as engines of innovation-led growth, their macro-level impact on sustainable tourism competitiveness remains under-theorized and underexplored. This research addresses this gap by synthesizing theoretical perspectives on the development of Cultural and Creative Industries with an empirical analysis of the innovation and competitiveness of tourism in Bulgaria, Greece, and Croatia. Utilizing a multi-method approach that combines theoretical review with statistical analysis, the study evaluates the trajectory of cultural and creative industries, innovation, and tourism competitiveness index at the national level across these key Balkan destinations. The performance of the creative economy in key cities and destinations across the three countries is examined in relation to indicators of tourism development, with particular focus on pathways toward digital and green transitions. The findings reveal significant correlations among these dimensions, underscoring the pivotal role of Cultural and Creative Industries in fostering innovation, bolstering tourism competitiveness, and facilitating environmental transformation. The paper concludes with strategic policy recommendations to position Cultural and Creative Industries as essential catalysts for a resilient, competitive tourism sector in the digital age.