Today marketing is being more and more important and is perceived as a business philosophy, concept or orientation. In tourism marketing has a particular importance because it represents the only communication between dislocated tourism supply and demand. As a result, an increasing number of scientists and researchers are focused on its detailed research. Tourism as a socio-economic phenomenon continues to develop increasingly on the international level. Its complexity, among other things, is confirmed by numerous selective forms of tourism or tourism of specific interest. One of them is urban tourism or tourism of the cities. It is perceived as a separate tourist product or a part of the entire tourist offer in some destination or its selective form of tourism. Urban tourism enriches the overall tourist offer, but also helps to reduce seasonality in tourism and supports the sustainable development of tourism destinations. Urban tourism in Pula and Zadar is not organized specifically as an integrated tourism product but occurs in the context of other selective forms of tourism. In the context of Pula it appears in cultural tourism, while for example Zadar urban tourism is part of a few selective forms of tourism such as cultural, sports and recreational tourism and others. The Pula Film Festival, Outlook, Wings for Life, DM Millennium jump and more are some of the more famous tourist attractions, as well as separate urban tourism products.