The involvement of culture in the tourism often can become one of the significant signs of economic development in areas where tourism is so far underdeveloped. Above all, a quality cultural and tourism product should be designed. The marketing strategy then focuses only on what is achievable. For example, a strong and lasting relationship between an institution and its loyal patrons and sponsors can stimulate an audience's interest in programs that, by themselves, would naturally not be interesting at all. However, marketing can never create any of these cultural programs, nor guarantee their quality and survival. Since the development of cultural tourism and tourism cannot generally be imagined without such thinking, its continued survival and development should be pursued. The growth and expansion of tourism around the world is increasing, affecting the emergence of various forms of tourism, leading to the appearance of selective forms of tourism. Cultural heritage is often concentrated in cities and is the basis for tourism development in many European cities. In order to create the concept of tourism development at lower ground levels, it is essential to thoroughly study and determine the possibilities of tourist properties, characteristics and tourist values, as well as the possibilities of all natural and social resources that will satisfy the specific needs of tourists. The Istrian National Theater in its marketing program has shaped all the elements of the marketing mix, and allows everyone to find the best way to pay for the performances.