According to the modified models of the marketing mix, countries and regions are also products. They can be attractive for life, study, business, employment and tourism. One of the benchmarks is creative potential. Creativity is difficult to measure and subjective feature. It does not exist only in the psychological context, but also in the business (innovation ability) and regional (concept of ... [Show full abstract] creative economy). Measuring the creative potential of countries and regions is based on the Florida 3T Index (Technology, Talent, Tolerance). This index has many modifications for European, national and regional conditions. The aim of the paper is to create a national (Slovak) creative index and modify the regional index (PSK) using competitive benchmarking. These indices are composed of 6 sub-indices (Openness and Diversity, Human Capital, Cultural Environment, Technologies, Institutional Environment, Creative Outputs), 36 indicators (SCI) and 38 indicators (PCI). The following methods are used in the paper: analysis, synthesis, induction, deduction, comparative method, desk research, mathematical-statistical methods. The contribution of the paper lies mainly in the new use of competitive benchmarking, which is traditionally used when comparing products, services, processes, in a spatial (regional) context. Benchmarking the creative potential of countries and regions has many advantages, e.g. municipalities and regional development organizations can see the structure of weaknesses and their quantitative expression, not just the final result. Then they can implement preventive and corrective activities.