The main leading thought for sustainability, which the tourist management and the way of life of a today's tourist aim at, starts and finishes at the recognition and revitalisation of the cultural inheritance and the life tradition of a particilar destination. Nowadays, the hotel industry, as a dominant economic and service industry in tourism, strives for recognisability and brand development in terms of culture, design, food and experience. This paper proves the importance for the hotel industry to specialize according to needs and wishes of tourists in terms of cultural tourism by hotels with a special outlook and premises such as heritage hotels, diffused hotels, art and design hotels. At the example of Kurija Janković Hotel from Virovitica, it is proved how conservation and protection of cultural goods and a transformation of a cultural building into a cathegory of a heritage hotel can contribute to the creation of a new product and to the development of the local community. By theming in the hotel industry, through art, design, gastronomy and sport a recognisability at the market is created and more and more diversified needs of contemporary tourists are satisfied.