The article appeared in Journal of Tourism Futures 3rdFebruary 2020 as a trend paper. The article illustrates the added value of urban culture to creative placemaking by addressing the initiatives of Dutch pioneers Tyrone van der Meer and Angelo Martinus in the field of urban culture. The article provides a glimpse into a global youth culture that is mainly invisible to the tourism industry and a foresight in how the tourism industry can pick up on this evolving trend. The article is meant as a wake-up call.

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