Tourism destinations are developing competitive advantage through Creative Tourism (CT) by designing inventive ways to stimulate tourists' senses. CT allows visitors to personalize unique and authentic experiences through enthusiastic participation in cultural activities. Agri-food tourism (agritourism, culinary tourism, craft-beverage tourism) shares elements with CT in several ways. This study seeks to identify the elements of CT and indicators of memorability associated with agri-food tourism and to compare them across the three types of agri-food tourists. Data will be collected from survey panels among the three agritourist types and control group (beach tourists) following an experimental design based on hypothetical travel scenarios. The study findings will help advance the scholarship of CT and the destinations' readiness to welcome tourists seeking authentic and memorable experiences. Identifying which CT elements are more memorable can help destinations to increase their competitiveness as memorability entices intentions to revisit and refer the destination to others.