Cultural tourism as a selective form of tourism significantly contributes to the growth and development of a particular country, region, region or city. This is a form of tourism for which demand and supply grows every day, so the task of the state, the competent ministry, as well as the key cultural institutions is to provide a quality offer. Croatia has set a good foundation for the development of cultural tourism, as it has strategic documents related to tourism, culture and cultural tourism, has defined ministries to deal with it, and the Office for the Development of Cultural Tourism has been established within the Croatian Tourist Board. The purpose of marketing research in cultural tourism is reflected in the specifics of the tourism market and the targeted segments of cultural tourism. The main goal of marketing activities is to meet the needs of consumers, in this case tourists, while gaining marketing promoters and tour operators. For a successful implementation of a cultural tourism marketing strategy, it is important to shape such an organizational culture whose foundation is the orientation of the guest, his present and future needs and desires.