Methodological approach to the study of the spatial concentrations of cultural and creative tourism in metropolitan areas of Mexico

Purpose This paper aims to offer a methodological approach to analyze the spatial distribution of creative activities in metropolitan areas, illustrated in four metropolitan areas of Mexico, in order to identify creative clusters that strengthen cultural and creative tourism. Design/methodology/approach The study applies a flexible framework based on spatial analysis techniques – including the Average Nearest Neighbor Index (ANNI), standard deviational ellipse, kernel density estimation and spatial autocorrelation – to georeferenced data of establishments in the cultural and recreational sector. The analysis focuses on four metropolitan zones (Mexico City, Guadalajara, Xalapa and La Piedad–Pénjamo) for the years 2019, 2020 and 2023. Findings Results show that cultural and creative tourism has displayed notable resilience and recovery following the COVID-19 pandemic, particularly in Guadalajara, Xalapa and La Piedad–Pénjamo. Clusters were primarily identified in historic centers, although emerging concentrations in peripheral areas suggest ongoing processes of territorial reconfiguration. Creative activities, while still a modest share of total value added, exhibit high growth dynamics and play a strategic role in urban transformation. Research limitations/implications The study focuses on four metropolitan areas in Mexico, which limits the generalization of results to other contexts. Future research could expand to additional cities, integrate longitudinal and high-frequency data and explore the role of digital creative industries in shaping tourism dynamics. The flexibility is limited by the sources and availability of information. Practical implications The methodological approach provides a replicable framework for policymakers and planners to identify and map creative clusters. This enables the design of differentiated, regionally tailored policies that articulate tourism, culture, economy and urban planning, thereby fostering sustainable local development. Originality/value This research contributes to the literature by proposing a spatial methodology for identifying cultural and creative clusters in metropolitan contexts using multiple tools often used separately. It demonstrates how such clusters reinforce the resilience of cultural tourism, particularly in medium-sized cities and underscores their potential to diversify tourism supply, stimulate urban regeneration and support post-pandemic recovery strategies.