IDENTIFICATION OF POTENTIALS OF CULTURAL AND CREATIVE CITIES: THE CASE STUDY OF THE CITY OF VARAŽDIN

Modern society is based on intellectual capital, and creativity is the key to competitiveness, which is why cultural and creative industries are projected to grow rapidly in the future, and they are included in development strategies. Since regions, nations and cities have different models of representation and measurement of cultural and creative industries due to their own specifics, the aim of this paper is a comparison of mapping cultural and creative industries. Through an analysis of previous studies in the field of creative and cultural industries within cities, this paper identifies several different approaches to mapping the industry. This study also categorizes European countries based on the analysis of the latest edition of The Cultural and Creative Cities Monitor by the European Commission, and by the existence of clusters and support networks for cultural and creative entrepreneurs. As a baroque city, with a tradition of cultural and creative industries, the city of Varaždin, Croatia is selected for a deeper analysis of creative and cultural potential.