For centuries, individuals have travelled to Santa Fe, New Mexico seeking a new experience, environment and understanding. Blessed with abundant natural assets, Santa Fe’s history is one of dynamic exchange and blending of cultural traditions. This unique crucible of landscape, history, culture and art has long attracted creative individuals, giving birth to a creative industry interwoven in the very fabric of the community. Arts and cultural industries are, and always have been, a principle engine of Santa Fe’s economy, creating jobs, attracting investment, generating tax revenue and enhancing the quality of life for the entire community. But how does such a city continue to cultivate a diverse mix of creative individuals and generate economic growth while preserving its unique character? This case study will explore how the city of Santa Fe’s Creative Tourism programme has leveraged cultural assets, public policy and the UNESCO Creative Cities designation to develop a creative industry that generates new tourism revenues and builds economic benefit for the entire community.