The organizational culture is an important factor of the organization’s activities. The first part of the research paper includes the basic theoretical assumptions of the organizational culture with particular emphasis on its elements within the tourist destination. The organizational culture has an important role in the success and competitiveness of a tourist destination that includes a large number of stakeholders from the public and private sector. Tourism destination management based on a cluster model introduces multiple advantages for the stakeholders, thereby implying some organizational changes as well. The results of the research on the role of the organizational culture in the tourist destination are presented in the second part of the paper. According to the results, the cluster model of cooperation within a tourist destination leads to strengthening the sense of belonging of the stakeholders to the destination. Higher level of employee motivation, willingness and flexibility to accept the organizational changes have positive effects to the greater visibility and satisfaction with destination tourism products among the guests. The cooperation of stakeholders in the tourism cluster requires a continuous, multi-year work and effort to maintain tourist destination brand. The human resources have the key role particularly in implementing the destination projects, promoting basic destination values, strengthening brand identity and increasing guest satisfaction with the tourist destination offer.