This research explores the role creative clusters play in the development of tourism. It involves an in-depth study of characteristics, motivations and experiences of visitors to creative urban areas using qualitative analysis of 142 interviews in creative, non-central locations in East London. The data show that the concentration of creative industries affords opportunities for consumption and for the accumulation of cultural capital, leveraging the presence of creative producers and other creative visitors, who are themselves perceived as an attraction. These factors, combined with a particular urban morphology and the presence of everyday activities, contribute to the areas’ perceived authenticity, bohemian atmosphere and cool image. The paper develops typologies of visitors to creative areas and concludes with a discussion of Bourdieu’s notion of cultural capital applied to a contemporary urban context.