Chapter 4 presents the dimension of tourism and its relevance in contemporary urban regeneration. It illustrates the urban regeneration projects that put tourism at the core of the strategic plan as well as those projects that acknowledge tourism as a secondary outcome. The chapter then introduces the notion of creativity in relation to urban development and advocates for urban regeneration strategies in tourism that emphasize the intangible elements of urbanity. Finally, the chapter provides a holistic perspective for tourism and urban regeneration that conceives the built environment, the visitor experience and promotion as one.