The contemporary tourism market trends indicate an increasing need for the individualisation of tourist experience and necessitate a move away from the standardisation of tourism products, including those offered within the cities that primarily market their cultural heritage. The concept of creative tourism as a way of practising cultural tourism is a response to the changing needs and expectations of tourists. This is because it offers non-traditional uses for the cultural potential of cities. This article attempts to embed creative tourism in the overall tourist product using an example of a historic city – Krakow. The authors examine the development of tourism products in Krakow, focusing primarily on cultural and historical heritage tourism and secondarily on new forms of tourism that have emerged, such as creative tourism and slow tourism. They analyse this issue in terms of districts – traditional and new tourist areas, indicating the potential for tourism growth.