Modern tourism has conditioned a number of changes in the tourist market. Thus, the needs, desires and expectations of tourists changed, which ultimately resulted in the emergence of new forms of tourism. One of them is a tourism event. Contemporary tourist services must offer new experience, experiences and unforgettable events. Tourist services must be attractive and flexible, and the development of tourist destinations takes place in accordance with new trends. This paper explores the role of tourism in the development of Istria as a tourist destination. Tourism events attract tourists, but not just that. It can valorize the cultural and historical heritage, create the image of a tourist destination, attract visitors to tourist destinations that are not very attractive without these events, extend the tourist season and attract a large number of domestic tourists. Events are the future of tourism destination development and only tourist destinations that implement creativity and new ideas will compete in the global tourism market. The Istra Inspirit project is a real example of how to valorize the cultural heritage for the purpose of tourism development. In this paper we can see that the project Istra Inspirit greatly enhances the cultural and tourist offer and tourism of events in Istria, and creates the image and authenticity of Istria on a global scale. This project received a large number of positive reviews and has been awarded many prizes for the most creative tourist program. In this paper, how much cooperation and partnership are important in the development of all forms of tourism, and that it is the human factor that creates every idea and innovation. Human knowledge, ability and emotion are invaluable and create a remembrance experience.