This paper will focus on Plovdiv – the first Bulgarian city to become the European Capital of Culture for 2019. One of the leading projects in this campaign is the renovation of Kapana (“The Trap”) – a historical district in the urban centre. “Kapana – a creative industries district” is a long-term public policy initiative that attracts audiences and representatives of creative industries from Plovdiv, the country and abroad, providing a favorable and stimulating environment. The main goal of this intervention is to preserve, restore and explore this district emblematic of the city’s history. The paper presents the various transformations of Kapana in relation to the creative industries approach, developed by policy-makers and taken on board by the European Commission. The “creative industries” discourse on Kapana is a political tool applied in the process of making it an affective space for leisure and tourism.
Keywords: Plovdiv, Kapana, European Capital of Culture, creative industries, tourism