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Purpose – The aim of the research is to determine the role of cultural and creative industries in the creation of innovative urban tourism with particular focus on the city of Rijeka as European Capital of Culture 2020. The research is directed towards the new trends in urban cultural tourism and the possibilities of innovating tourism offer in the process of repositioning. The purpose of this paper is to determine the current level of tourism development of the city of Rijeka and the future development. Methodology – The paper analyses the theoretical determinants of the synergy between cultural and creative industries and tourism in innovating urban tourism offer. It analyses the present state of cultural and creative industries and tourism of the city of Rijeka and, through in-depth interviews of representatives of cultural and creative industries and tourism offer, as well as through benchmarking analysis, it determines the possibilities for innovating the city’s cultural offer in line with the vision of the city as a recognizable cultural tourism destination. Findings – The results can be observed on two levels; the theoretical level, exploring the role of cultural and creative industries in innovating urban cultural tourism offer, and the applicative level that explores the current situation, development scenario and the synergy of tourism and cultural creative industries on the example of Rijeka as the European Capital of Culture 2020. The role of cultural and creative industries in building and innovating cultural tourism offer represents the basis for developing Rijeka as an urban cultural destination. Contribution – The paper defines the cultural and creative industries value chain and its potentials in urban value chain innovation, especially in urban destinations titled the European Capitals of Culture. The research should be extended to other destination stakeholders (e.g. local population, student population, etc.) to further concretize the possibilities for synergy in enhancing the operational strategies for transforming Rijeka into a recognizable urban destination.

CULTURAL AND CREATIVE INDUSTRIES IN URBAN TOURISM INNOVATION – THE EXAMPLE OF THE CITY OF RIJEKA