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This qualitative investigation is one of a series of sub-investigations under an umbrella project to develop Lampang Creative Livable Tourist City. The aim of this paper is to explore the integration of sustainable tourism into the development of Lampang, a city in northern Thailand. By collaborating with government and private agencies, academics, community leaders and the people of Lampang to reskill and upskill core community groups in the city, the researchers hope to enhance active citizenship, develop relevant skills and foster leadership networks that boost Lampang’s appeal as a sustainable tourism destination.

Data were gathered from brainstorming meetings, focus group discussions, observations and in-depth interviews. After identifying key characteristics required for creative citizens of Lampang city, the researchers developed and implemented pilot curricula with five target groups. Activities were developed to nurture creative leaders and promote innovative use of traditional culture and lifestyle.

The findings revealed that targeted local curricula can harness the cultural capital of the local community and equip locals with a modern toolkit to lay the foundations for a creative, livable tourist city.

This study’s originality lies in its grassroots approach to defining creative citizenship. It captures local community perspectives on what constitutes a creative citizen. Moreover, this research demonstrates how custom-designed educational initiatives can effectively nurture a creative and resilient urban ecosystem. This offers a blueprint for culturally informed urban regeneration, highlighting the role of sustainable tourism in enhancing the city’s attractiveness and livability for both residents and visitors.