The format of boutique festival is promoted by public and private actors as a model of creative, sustainable and highly interactive event, which favors practices and processes of tourism innovation, especially useful to respond to the challenges related to the emergence of the new urban tourism, as well as to the recovery of tourism in post Covid-19 context. By analyzing the discourses and the imaginaries accompanying the incorporation of the global model in the policies and practices of boutique festivals in Sicily, the aim of the paper is to reflect on their potentials and limits in terms of creative and sustainable tourism innovation and regeneration in the post Covid-19 era.