The abstract of the paper "The Experience Economy and Cultural Tourism" covers several key topics related to modern tourism and cultural heritage, with a special focus on Istria as a tourist destination. The introduction defines tourism and highlights contemporary trends in cultural tourism. The paper explores how the concept of the experience economy, based on the 4E model (education, entertainment, aesthetics, and escapism), influences tourist experiences and their perception of value. Special emphasis is placed on the application of this model to the Morosini Grimani Castle in Svetvinčenat. The paper analyzes contemporary forms of cultural tourism, tangible and intangible cultural heritage, and the challenges of heritage preservation in today’s society. The methods used include description, induction, analysis, and the paper also contains a SWOT analysis of the castle. The conclusion asserts that experience economy can significantly contribute to the sustainable development of tourism and enhance the competitiveness of destinations like Istria.