Mentioning Croatian tourism creates an association to the summer, sun, and beaches. However, even if in the past the touristic content offered could come down to the need for relaxation and summer vacations, the modern concept of tourism has changed greatly. Changes in the expectations of tourists and overall touristic demand have led to changes in the touristic content offered, both in Croatia and in almost all touristic countries. In order for the tourism sector to continue its growth, it is necessary for it to adapt to the current and upcoming trends. Today's tourists, in addition to natural resources, expect an increasingly developed offer of cultural tourism content, a subsector of tourism that aims at creating touristic content through the historical and cultural heritage of a geographic area. This paper is a thorough presentaton of the concept of cultural tourism. From theoretical assumptions and historical development to the contemporary trends and challenges that cultural tourism is facing. Furthermore, the role of various organizations at the international and national level will be considered and the current state of Croatian cultural tourism will be analyzed.