The term “creative industries” encompasses a broad range of activities, including cultural industries as well as all cultural or artistic productions. Creative industries are those activities that stem from individual creativity, skill, and talent, which have the potential to create wealth and jobs through the generation and exploitation of intellectual property. Cultural tourism attractions include all aspects of culture that attract tourists and contribute to their understanding and experience of a destination. These attractions not only enrich the tourist experience but also contribute to the preservation of cultural heritage and identity. Cultural tourism can positively impact the economy but can also pose challenges in maintaining the authenticity and sustainability of local communities. The tourist potential of the City of Valjevo is reflected in its favourable tourist-geographic position, the richness of natural values, and a true treasure trove of cultural tourism values. The purpose of this study is to explore the impact of cultural tourism assets on the growth of creative industries, with a focus on the City of Valjevo as a case study.