Cultural heritage, the common wealth of humanity, represents the backbone of cultural identity. Intangible cultural heritage, which is internationally recognized, ensures cultural diversity and is passed on from generation to generation. The traditional manufacturing of children's wooden toys and gingerbread craft, who enjoy UNESCO protection through the Representative list of intangible cultural heritage of humanity, have great potential for being attractive and recognized by tourists. Pula's tourism is predominantly based on natural attractions through the products of the sun and the sea, but Pula's tendency is to develop selective forms of tourism, especially cultural tourism, i.e. to create a diversified tourism product. The analysis revealed a positive continuous growth of major tourism indicators. In addition, an analysis of the tourist environment of Pula shows that Pula is the dominant tourist destination of south Istrian Coast. Hotel industry specialization, as a solution for the implementation of the intangible heritage of Hrvatsko zagorje into the tourism offer of the city of Pula, offers creative and unique solutions for creating a diversified tourism product. More specifically, the boutique and art concepts of hotel industry specializations represent the backbone for the implementation of the above mentioned.