When people talk about creative cities, places like Paris, New York, or Tokyo often dominate the conversation. But what if I told you that the real gems of creativity, innovation, and culture aren’t necessarily the ones with the biggest airports or the most hashtags? Some of the most inspiring destinations lie quietly in the shadows—places you’ve likely never even thought to visit, but where the soul of a city breathes through its crafts, its cuisine, its music, or its literary life.

Enter the UNESCO Creative Cities Network—a global program spotlighting cities that have woven creativity into the fabric of their urban development. While the term might sound bureaucratic, what it really means is this: these cities know how to express themselves. Through design, folk art, gastronomy, literature, film, media, or music, they bring creativity alive in a way that’s intimate, local, and often deeply moving.

So if you’re a traveler who’s tired of crowds, and more curious about local rhythms than tourist hot spots, let me take you on a journey through some under-the-radar UNESCO Creative Cities. You probably haven’t heard of most of them—but you won’t forget them once you do.

Overlooked but Outstanding: Fabriano, Italy (Crafts & Folk Art)

Located in central Italy, Fabriano is a name you might only associate with fine stationery. But this small town has been perfecting the art of paper-making since the 13th century. Today, it carries its legacy forward with a mix of modern techniques and centuries-old methods. You can literally feel the textured past in your hands here.

Walk through its narrow alleys and you’ll discover artisan workshops, papermaking museums, and cultural festivals. It’s also a place where traditional craftsmanship isn’t just a preserved relic—it’s an economic driver. Learn more about Fabriano.

Oaxaca de Juárez, Mexico (Gastronomy)

Forget Cancun or Tulum. If you’re a foodie, Oaxaca is where your taste buds should be. Named a UNESCO Creative City of Gastronomy, this southern Mexican city fuses Indigenous flavors with Spanish influence in bold, unforgettable ways. Mole is practically a religion here—with at least seven distinct varieties served in markets and homes across the region.

Visit during the Guelaguetza festival, and you’ll see how food, dance, and heritage mix in a delicious, colorful spectacle. Local chefs like Alejandro Ruiz are redefining Mexican cuisine on the global stage, all while staying rooted in tradition. Curious what makes Oaxacan food special? Here’s a deep dive.

Ulyanovsk, Russia (Literature)

Yes, Ulyanovsk. It’s the birthplace of Lenin, but more recently, it’s earned fame for something far gentler—its love of literature. This Volga River city runs literary festivals, hosts writing residencies, and organizes reading marathons that bring together people of all ages. What’s especially beautiful is how deeply the city believes in the idea that reading changes people—and cities.

If you’re looking for a serene, bookish escape—one that invites you to write, reflect, or simply curl up in a café with a dog-eared novel—this place may surprise you.

Santos, Brazil (Film)

Most people associate Brazilian film with São Paulo or Rio, but Santos is where the indie magic often begins. Home to the Santos Film Fest and numerous public film projects, this port city blends ocean breezes with cinema screens. Walk along the beach promenade and you might catch an outdoor film screening. Step inside a historic theater, and you’ll see youth projects that put cameras in the hands of students.

Film in Santos isn’t a product—it’s a tool for inclusion, identity, and imagination. That’s the kind of creative city UNESCO wants the world to notice. Check out the film festival lineup here.

Hannover, Germany (Music)

Berlin often gets all the buzz, but Hannover marches to its own beat. Literally. Recognized as a City of Music, it has one of Europe’s largest jazz scenes and is home to the world’s biggest band contest: Emergenza. The city is also deeply invested in music education and access, with music schools, open-air concerts, and grassroots festivals happening nearly year-round.

It’s the kind of place where you can see a world-class string quartet perform in the same week as a youth rap cypher. Unexpected? That’s exactly the point.

Sapporo, Japan (Media Arts)

Famous for snow, beer, and ramen, Sapporo is now carving out a digital identity too. It’s one of UNESCO’s Media Arts cities thanks to its support for animation, interactive design, and creative coding. The Sapporo International Art Festival regularly showcases everything from generative art installations to experimental VR storytelling.

What makes it special is the way Sapporo connects technology with nature, storytelling with landscape. If you’re a tech-creative or a digital nomad, this is a place to geek out—and feel inspired.

In a world that often feels dominated by sameness, these cities are resisting the flattening effect of globalization. They are putting local culture, creativity, and identity front and center—not in a museum, but in daily life. UNESCO Creative Cities are living proof that you don’t need to be massive to be mighty, and that creativity is a currency with real value. From food security to social inclusion to climate innovation, many of these cities are using the arts not just to entertain—but to solve problems. And that’s the kind of travel worth supporting, don’t you think?

Have you ever visited a UNESCO Creative City? Was it what you expected? Or are there hidden gems you’d recommend to fellow travelers? Drop your thoughts in the comments below—we’d love to hear what inspired you! And of course, follow us on social media for more travel discoveries just like this. Every week, we bring you deeper into the stories behind the destinations. Who knows? Your next creative escape might be hiding in plain sight.