The results of global market research have long been pointing to the fact that the importance of the creative economy is constantly increasing, with notable synergies with tourism appearing as a side effect, offering significant potential for increasing demand and developing new products, experiences and markets. This process results in a transition from conventional models of cultural tourism to new models based on intangible culture and contemporary creativity, interaction with the local population and active contribution to the sustainable development of visiting environment. All of the above are determinants of creative tourism, which UNESCO defined in 2006 as an engaged and unique tourist experience, with active learning about art, heritage or the special character of a place and establishing a connection with those who live there and create that culture of life. Bearing in mind the increasing demand in the domain of creative tourism, as well as the fact that significant results have been achieved in the region of southern Europe in the design and planning of creative and authentic tourist contents and products, the question arises as to whether Montenegro has the prerequisites for the development of this specific model of tourism and whether it has the potential to position itself on the tourist market as an attractive destination for creative tourists. The aim of this research is to explain in more detail what is meant by creative tourism, how it can impact the sustainable development of the destination and to analyze the possibilities of developing creative tourism in Montenegro, taking into account current tourism indicators and tourism development strategy.