Positioning the cultural and historical heritage in destinations rich in cultural and historical content, leads to the efficient use of resources and thus effective regulation of the management of tourist arrivals. The development of cultural tourism enables the level of quality of the entire tourist product to rise in such a way that the richness and revitalization of the heritage not only complements, but also attracts a larger number of tourists as the main motive for travel. The goal of developing a cultural tourism product is to attract visitors with higher purchasing power, encourage additional consumption, expand the offer, extend the season and create a better image of the destination. In addition to the above, the development of cultural tourism also contributes to the well-being of the local population, which through awareness of cultural wealth receives additional civic pride and encouragement of interest in local culture and its preservation. Informed and educated locals can become promoters of their city by sharing information and knowledge with tourists. Within this thesis, the cultural and historical heritage of the city of Zadar will be cited as an example of an extremely important form of tourist offer that can be optimally used as a powerful tool for the purpose of extending the tourist season. The research shoud provide the recommendation in order to support the positioning of the long tradition and cultural heritage of the city of Zadar in order to revive culture, raise awareness of the local population and extend the season.