Cultural Tourism as a Tourist Development Strategy of City of Split

In the last decades, we have witnessed the growing economic importance of tourism in most European countries. Postmodern life has reduced the polarity between work and free time. Novelty and education are evident in a new profile of travelers. Thanks to international organizations, cultural tourism appeared. We can partly thank the international organizations, but also other factors, such as higher earnings and higher education of potential tourists, the desire for experience, and an active vacation. Nature, cultural heritage, and especially architecture constitute Europe’s tourist resources. Cultural heritage gives the destination authenticity, i.e. due to its specific characteristics, it makes it recognizable and enables it to diversify on the world tourist market and achieve a competitive advantage compared to other tourist destinations. The main purpose of this research was to examine the impact of cultural tourism on the tourist development of city of Split. Theoretically, the concepts of culture and cultural tourism have been analyzed, and then the cultural tourism situation has been briefly elaborated through cultural motives and trends. The cultural tourism market in the area of Split-Dalmatia County was further explored, and an analysis of city of Split as a cultural center represented through the prism of material and immaterial cultural resources. Connecting culture with tourism is a logical strategic move because today cultural tourism is one of the most widespread and lucrative branches of tourism. During summer, many tourists stay in the city, as well as other intending travelers, who are looking for different contents, not only in the gastro ethnological offer and different modalities of tradition renewal but also looking for other forms and entertainment. It is concluded that cultural tourism has a positive impact on tourism development and the image of the city of Split as a tourist destination.