While there is a rich body of literature assessing the role of IP as a defensive right, less hasbeen written on the enabling opportunities of intellectual property law. i This paper proposes aso-far partially tested approach which leverages collective marks to foster clusters in tourism.It discusses how, when and to what extent the use and management of collectively ownedtrade marks may provide a baseline for creating systems of local small and medium-sizedenterprises collaborating for the community’s joint economic benefit, a method proven to bebeneficial for the promotion of collective undertakings..This paper seeks to fill the gap between current literature on IP law and cluster management,which is aware of the beneficial role of cluster creation but has yet to recognise the rolecollective marks play in this context. The take-away for policy makers is that adequatelymanaged IP rights may help to achieve overarching policy goals, such as combating ruralexodus and unemployment, by developing and protecting systems of local innovation, thusleveraging the very purpose of the IP system.