The Nordic glass industry has its roots in 1742 in Glasriket (Kingdom of Crystals) in Småland county, Sweden, also known as the pioneer of the glass industry in the Nordic countries. The glass industry has faced many sustainability challenges, particularly related to the environmental pollution caused by the glass industry due to chemicals used in the glass manufacturing process that have leached into the surrounding environment, such as water and soil. On the other hand, glass tourism can be approached better way through creative tourism, which has potential from a sustainability perspective, as creativity is a source of sustainability and innovation.However, creative tourism is a relatively new form of tourism, and there are gaps in understanding creative tourism offerings. This research aims to gain a deeper understanding of creative tourists' motivations and tourists’ gaze through semi-structured interviews with nine creative tourists (demand side) and, on the other hand, also about sustainability for two glass studios in Finland and two glass studios in Sweden (supply side) as well as creative tourists. The study’s theoretical framework is based on the social psychological model of tourism developed by Iso-Ahola (1982) and tourists gaze by Urry (1990). In the narrative analysis of the data collected, this thesis will help highlight the tourists' motivations and gaze. Moreover, to understand sustainability, this study brings an understanding of other values that support glass tourism, such as social, cultural, and economical.