The town of Sinj is situated in the center of the Cetina region and it is the administrative center. The favorable geographical position throughout history made it possible for the development of this region. The town of Sinj and the entire area of the Cetina region is rich in historical and natural sites and as such has great potential for tourism development. Very important factor in the development of tourism is closeness to Split as administrative and tourist center of Dalmatia and proximity to the coast. The Cetina region has a great potential for tourism development it has natural sites, which allow the development of various types and forms of tourism, such as, adventure tourism, rural tourism, hunting and fishing and many others. No less important for the development of tourism in this region is the cultural offer. Besides the historic buildings, the area of Cetina region is rich in intangible heritage such as folk costumes, customs, crafts, traditional cuisine and more. Sinj as urban center has a quality offer of cultural and religious tourism. In area where Cetina region and Sinj are located there is a great potential of achieving active holiday with a wide range of cultural, manifestation and religious tourism. Alka has proven to be an important brand in this area. Through this graduation thesis I wanted not to only analyze the Alka in the tourist aspect, but also to see how residents of Cetina region perceive Alka. The research confirmed that Alka has the greatest impact on the development of tourism in the town of Sinj and the largest number of respondents would recommend the Sinjska alka to tourists. Through the analysis of the facts and results of survey research, it is concluded that Alka as a tourist product is not sufficiently exploited.