Creative tourism has been of particular interest to the academic community, particularly in the wake of the Covid-19 pandemic, as it is a more personalized and less mass tourism. Cultural and creative tourism have developed new approaches that have attracted the interest of many visitors (e.g. crafts and shared experiences with craft products). On the other hand, companies need people, their technical and human potential. Employer branding hinges on a mutual commitment between the company and its staff, attracting significant attention from marketing professionals. This dynamic illustrates a pledge of reciprocal investment and confidence. This chapter aims to present a preliminary view on the importance of employer branding in particular contexts of cultural and creative tourism. This chapter offers initial insights into creative tourism and marketing strategies within specific tourism contexts (e.g. artisan), from an interdisciplinary viewpoint. It concludes with final thoughts and potential future directions.