Urban tourism is a term that includes all tourism products and services that occur in urban areas. The most common reasons for interest in urban tourism are culture, history, sights and getting to know the local population. When developing urban tourism in selected destinations, it is important to choose the right and appropriate strategy to avoid possible problems and difficulties in the desired development. There are many economically and touristically developed urban areas that can serve as an example to those in development. For a qualitative analysis of the two terms, in this case cities, it is necessary to include as many characteristics as possible on the basis of which their similarities and differences can be pointed out. In order for the analysis of urban tourism in comparable cities to be successful and complete, one must start from their history, i.e. the beginning of tourism in these areas. It is also necessary to include natural features such as terrain, climate, landscape and surroundings, and social ones such as economic, historical, traffic and demographic features. One of the most important guidelines in this comparison are specific forms of tourism developed in the cities of Zagreb and Vienna, namely cultural, congress and event tourism with special emphasis on Advent, which in recent years has become an increasingly important event in these cities. The city of Zagreb is the capital of the Republic of Croatia, and is known for the mixed culture that emerged during its historical development under different authorities. Most of Zagreb's architecture was created under the leadership of the Austro-Hungarian Empire, and this is one of the reasons why Vienna is a suitable example for comparison with the Croatian capital.