Greg Richards is a partner in the company, Tourism Research and Marketing, Richards has worked with many governments. He has extensive experience in tourism research and has held positions at universities in Spain, the Netherlands, and England. He is also the author of well-known publications on creative and cultural tourism and is a co-founder of Creative Tourism New Zealand along with Crispin Raymond. As a European executive member of the Association for Tourism and Leisure Education (ATLAS), he has directed projects on topics including cultural tourism, crafts tourism, sustainable tourism, tourism education, and labor mobility in the tourism industry. He has worked extensively on developing Creative Tourism in Barcelona and Burgos, Spain; Manchester, Newcastle, London, and Edinburgh, United Kingdom; Amsterdam, Rotterdam and Den Bosch, Netherlands; Sibiu, Romania; Amman, Jordan; and Macao, China. He is currently working with the Dutch city of Den Bosch to develop a series of events celebrating the 500th anniversary of painter Heironymus Bosch.
Creative Tourism doesn’t only have to be about small, exclusive groups of tourists. The same philosophy can arguably be applied even to packaged holidays. For example, Grecotel is the largest hotel chain in Greece, but it applies many of the principles of Creative Tourism through its cultural programme. Grecotel has established the Agreco Farm in Crete, where hotel guests can enjoy, “An innovative display of environmentally friendly methods for traditional and modern cultivation and breeding. The overall objective is to give visitors a first hand experience of the traditional production methods of traditional Greek products.”