The tourism market experienced changes at the end of the 20th century as selective forms of tourism appeared, and the tourist demand shifted focus to a higher-quality, content-enriched experience. In the process, cultural tourism, the main resource of which is culture, stood out. Cultural tourism development requires valorisation of cultural heritage and formation of a unique cultural tourism product, given that tourists travel in pursuit new and distinct experiences. To begin with, this paper examines the issue of defining cultural tourism and cultural resources. The main focus is on cultural tourism of the Zadar County. An overview of the existing cultural tourism supply is given along with an analysis of the current state of the destination’s cultural tourism. The analysis shows shortcomings, starting with seasonality, which forms under the influence of the dominant “sun and sea” tourism, and the concentration of tourist movement in the city of Zadar and the coastal area due to an insufficient cultural tourism supply in smaller communities. At the end, guidelines for further development of cultural tourism are given based on strategic goal set by relevant institutions.