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In recent years, Morocco, as well as many other countries, has witnessed the explosion of new so-called “creative” forms of tourism, or forms that are based on an increasingly valued kind of “sustainable development.” In fact, creative tourism is considered as part of the new generation of cultural tourism that invites tourists to discover local cultures by participating in artistic and creative activities with indigenous people (these are called co-creative experiences). We will examine this new activity through the practical case of a Moroccan association, “Le Maroc chez l’habitant” (Morocco with Locals), which aims to offer visitors the possibility of not only admiring landscapes and monuments, but also visiting the inhabitants of the country and sharing moments in their daily lives in order to understand the local realities and especially to learn about their culture. However, we call into question the effectiveness of this new way of connecting people. This new form of tourism certainly generates new experiences, but several questions arise: To what extent can we consider this activity an opportunity to create a value chain for the place of destination via a quality service, as well as for the territory in terms of quality of life for indigenous people and of the promotion and development of intangible heritage in order to create meaning and value? To what extent are tourists offered the possibility to develop their creative potential by being actively involved in a creative process connected with a place or a local culture?