Abstract
Creative locations become a key element of public regeneration strategies and develop innovative services based on
intellectual proper ty. Some communities that have chosen to develop their tourism potential through the use of murals have improved
their local development in a sustainable way, thus meeting a need expressed by tourists to create a more active experience
with an opportunity for the destination to embed experiences in the locality. In this study, which was carried out as par t of
an international cooperation research project with Uruguay, we have explored whether Uruguayan mural art may be a way for
Uruguayan towns to develop sustainable, creative, mural-based tourism. We used a qualitative content analysis, through in-person
interviews, and found that its potential has not been exploited due to the lack of an organized public strategy.
