Cultural tourism includes visits to cultural and historical sights of tourist destinations, museums and galleries, music and stage events and festivals, performances, churches and various cultural institutions. It is defined as the travel of persons outside the place of residence with the aim of meeting cultural needs. According to cultural tourism research, it is only the eighth motive for visitors to come to Croatia. Although the number of arrivals for cultural attractions has increased in the past few years, Croatia must work to attract an even larger number of visitors, whose main motive for coming to the country will be culture. Labin is a small tourist destination that has a rich cultural heritage, but a lot of untapped potential. That is why it is very important to constantly develop innovative products supported by technology and to develop a quality action plan for the development of cultural tourism with accompanying operational strategies. It is necessary to invest in the tourist infrastructure by developing mobile applications and QR codes, designing tourist tours, establishing a visitor center and a destination management company. It is necessary to invest in the promotion and branding of the city, that is, in the complete marketing of cultural tourism in the city of Labin.