The paper examines the case of traditional pottery making in Crete, as a case study of creative tourism, through which differentiated and co-created tourism experiences could be offered. Pottery making is one of the traditional hand crafting activities performed in Crete, finding its roots back to the Minoan civilization. The current paper considers pottery hand crafting as an opportunity to encourage creative tourism in the island, inspire tourist creative routes and networks and propose creative industries as an alternative to over-crowed Cretan resorts and as one path toward more sustainable tourism. The methodological tools used for the collection of the research data included field work research and structured observation in two of the currently most prominent pottery centers on the island, namely the villages of Thrapsano and Margarites, including during the pottery-themed festival named “Earth, fire, water” and the “potter feast,” where community engagement could be observed and recorded. Data was collected through interviews with pottery artists and presidents of local ceramic associations, as well as hotel owners, local people/residents and tourists in the area at the time of our visit. Additional data was collected by digital ethnography tools, as the research team recorded and studied the presence and visibility of the villages, the pottery workshops and the hotels of the area in the digital semiosphere. The paper concludes that community engagement, networking and coordination between local authorities, tourist businesses and the artists, is in fact the only way to support traditional pottery making in Crete and at the same time encourage sustainable tourism in the island.