Culture and tourism in Europe, and so in Croatia, are very closely linked, so Europe has always had a dominant position in international tourism because of its rich cultural heritage on a global scale. Cultural heritage often represents the fundamental tourism of many European cities. Croatia, by the number of cultural offers, keeps track of the rest of Europe's cities. Despite not fully exploiting its cultural heritage in promoting tourism, there are good prerequisites for it. Unfortunately, special attention and encouragement for the development of cultural tourism has been carried out only in recent years, at the level of the European Union, the Council of Europe, UNESCO, and at the levels of individual countries. Cultural heritagemeans that this product is offered on themarket, and it can be a primary and secondary motive for the journey of a growing cultural tourism market. In order to create and develop a particular product on a tourism market in a country's cultural tourism, it has devoted a lot of developmental management to cultural resources and the application of marketing concept. In tourism, it is most important to satisfy tourists and in order to achieve that, the most important is to keep the quality of resources on which the tourist offer is based. Zagreb, the capital of Croatia, has a large number of cultural heritage, but it is undeveloped. Unfortunately, in Zagreb, the culture is still understood as an element of massive tourism products. If Zagreb continues to encourage the European tourism development policy, cultural tourism in that city, and even throughout Croatia, could have a high position on the tourist market.