Cuenca Cabeza, ManuelSan Salvador del Valle, RobertoAguilar Gutiérrez, EduardoOrtega Nuere, Cristina2026-10-302026-10-302009Manuel Cuenca Cabeza, Roberto San Salvador del Valle, Aguilar, E., & Ortega, C. (2009). Contribution of leisure to creativity and innovation of a region. En E. Villalba, Measuring creativity. Proceedings for the conference, “Can creativity be measured?” Brussels, May 28-29, 2009 (pp. 221-236).9789279128622https://hdl.handle.net/20.500.14454/6860his paper deals with the contribution of leisure and culture to the creativity of a region. The study proposes four main ideas: the transformer strength of leisure; the value of people (people who innovate and learn by enjoying are people who enjoy learning); the role of leisure and innovation in the organisations; and the promotion of innovation and creativity by means of good practices of leisure. The research also provides an approach to measure the creativity of a region under the leisure and culture point of view. The framework of the study is the Basque Country where innovation and creativity is one of the main stays of the Basque government developed by means of the Basque Innovation Agency Innobasque.eng© European Union, 2009conference paper2026-10-30