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In this paper we introduce sustainability dimensions of creative tourism and develop a model of sustainable creative tourism. The concepts of culture-based creativity and sustainability as tools for a value-adding impact on cultural tourism and local culture are discussed in the theoretical part of the paper. Our empirical analysis reveals that higher GDP per capita does not necessary correlate with higher competitiveness of an economy: a comparison analysis of Slovenian and Estonian international competitive positions in various domains shows several weaknesses of Slovenian competitiveness and offers an explanation for indispensable systemic view on tourism competitiveness. Our world wide web analysis of the steps made in creative tourism development in both countries indicates Estonian advantage, which could be taken as an example of good practice. Some suggestions for Slovenian policy making with regard to institutional support for culturebased creativity and creative tourism development are made in the final part of the paper.

PROMOTING SUSTAINABILITY OF TOURISM BY CREATIVE TOURISM DEVELOPMENT: HOW FAR IS SLOVENIA?