Cultural tourism represents a significant factor in shaping the city of Dubrovnik as a tourist destination, as it fosters the preservation of historical and cultural heritage while attracting tourists interested in cultural experiences, thereby generating substantial revenue. Thanks to its rich cultural offerings and status as a UNESCO World Heritage site, Dubrovnik is globally recognized. The city is attractive to visitors not only for its historical landmarks and museums but also for cultural events such as the Dubrovnik Summer Games or the Feast of St. Blaise. This form of tourism is continuously evolving, offering new opportunities for exploring and enhancing the tourist offering. Revenue from tourism further supports the restoration of monuments and contributes to the city's economic development. The impact of this form of tourism on the destination is comprehensive, encompassing various aspects of the local community, economy, and culture, bringing both challenges and opportunities for growth. This paper examines the current state of cultural tourism in the city of Dubrovnik, focusing on both qualitative and quantitative aspects of supply and demand. Based on the collected data, it proposes objectives that could enhance cultural tourism and ensure its sustainable development. These include research and development strategies, marketing strategies, supply strategies, financial strategies, and human resources strategies. The long-term goal is to achieve competitiveness for the city of Dubrovnik in the global tourism market by innovating to ensure that the city's tourist offerings stay ahead of demand.