Cultural tourism has become one of the most widespread forms of tourism in the world, including the Republic of Croatia. It is a symbol of quality tourism, which takes care of the culture that is consumed while simultaneously cultivating and refining those who consume it. Contemporary tourists make choices about the choice of a tourist destination depending on whether they meet their needs, providing them an unforgettable experience. They want to get to know the local culture, want to get in touch with local people, get to know the national folklore, gastronomy, visit festivals, museums, galleries, etc. For this purpose the destinations rich in rich heritage, traditions and customs have a perfect prospect and potential for success, its rich heritage through a whole host of cultural tourism elements. Cultural tourism Split is constantly evolving. Diocletian's Palace is the most famous cultural attraction in Split. As such, it is visited by more and more tourists from all over the world every year. For the development of cultural tourism in Split, it is necessary to create appropriate marketing and other frameworks that will enable and encourage the strategic planning of cultural tourism, including cultural heritage in the tourist offer of the city. Taking into account the sharp competition on the tourism market, to keep existing consumers of tourism products and attract new ones, it is necessary to continuously monitor the degree of satisfaction with the tourist product and to align the offer with the expectations of tourists.