The aim of the final thesis is to investigate and define the role of the audience in the development of a cultural event. For this purpose, primary and secondary research methods were used. As an introduction to the topic, the concept of cultural tourism and the marketing of cultural happenings are theoretically treated. Audience participation and its influence on the development of the manifestation were investigated through a study case of the cultural event which was the World Festival of Animated Film called Animafest. The case study was conducted using a combination of an observation method and a group interview. Based on the research questions, research was conducted in the form of a group interview with long-term employees that are in the organization and production of the festival, in their organizational headquarters. After analyzing the answers, it was concluded that the audience plays a key role in the organization of the festival, not only by voting at film screenings, but by participating in the marketing activities of Animafest through various marketing activities on social networks, which significantly contributes to the spread of good news and affects the festival's positive image.