In the last hundred years people’s relationship to the environment had changed dramatically. The World today witnesses profound social and ecological crisis, and in the last four decades it has been actively reflected on sustainable development, its concept and what it actually means for the people of today and tomorrow. Accordingly, it is necessary to align the planning of future development of tourism with respect principles of sustainable development. Sustainable development of tourism helps maintain the biological system and cultural integrity while at the same time meet the aesthetic, social and economic needs. Urban destinations increasingly recognize tourism and use it as a mean to allow them the “new life”. In this context, the concept of urban regeneration can improve the image of the city, which, with the overall growth in economic activities that are directly or indirectly linked with tourism helps economic progress. In the thesis, as a tool for urban regeneration, the author proposes the inclusion of cultural tourism, which is, after all, the most mentioned as useful for sustainable development, in the national tourism development strategy. Furthermore, cultural/creative industries, as part of cultural tourism, are proposed to be used in the context of the development or renovation of cities. The inclusion of this selective form of tourism and highlighting the cultural/creative content in the development and spatial planning documents can create a unique image of the city that makes it different from its competitors. Also, the author of this thesis is interested whether this concept is included in the development Strategy of the City of Pula. Here will also be displayed how Pula, as a tourist destination, intends to distinguish itself in the increasingly competitive tourism market.