The master thesis deals with the definition of the destination profile for attracting the interests of potential tourists. A tourist destination is a geographic area that can be viewed as a complete tourist product whose rounded and harmonious offer is created to attract a specific target group. A destination is a complex term that has its own life cycle, its elements, and is most often managed by a destination management organization. It takes over long-term planning of tourism, creating new products, evaluating the achieved results and guiding its destination profile, which is crucial for the more accurate coordination of tourism towards the target group. The interest of potential tourists is achieved by factors of attractiveness of the destination, which is a combination of attractions, events, experiences and activities. Attractiveness is closely connected to the destination's competitiveness, which is enhanced through sustainable development, branding the destination, tracking of the latest trends and creating new products that will be meaningfully linked to the destination. The master thesis also analyzes the different profiles of tourists, like cultural and urban tourists, ecotourists and tourists of today, as well as monitoring the visitor's satisfaction as an essential factor. There will also be examples of destination attractions, which can serve as examples of good practice. Istria as a destination was chosen to present an example of the encouragement of creating new attractiveness, thus analyzing the situation of tourism in Istria, where coastal tourism dominate. The KulTourSpirit project will represent creating new tourist products of the destination, by using the cultural attractiveness of space.