In this paper the institution of Collective Intellectual Property Rights (CIPR) is proposed as a regulatory tool for the development of Creative Tourist Districts based on local knowledge and trust, described as a superior organisational model of destinations to alternative models founded on individual property. As there are various types and contexts of applications of CIPR, as well as different development objectives to be achieved, the paper designs a strategy to maximise the expected impacts from case to case. It then proposes “area labels”, based on a combination of controls on quality and delimitation of areas of validity of the right, as the best instrument to foster a strategic orientation to quality across the local tourism industry.