Industrial tourism is one of the many forms of tourism in the world. Like many other forms of tourism, it is experiencing growth through the emergence of various trends, as well as the increase of tourist education and their interest for different attractions in destinations. This theisis describes the general theory of tourism and the theory of kinds and forms of tourism with an emphasis on its development and comparison with mass tourism. Zagreb was especially explored as a tourist destination with a resource base and emphasis on the possibilities of developing industrial tourism. The purpose was to present this form of tourism, to emphasize its importance and present its insufficient use in tourist offer. The example of the beer industry, particularly, the example of the Zagreb brewery, indicates that the inclusion of tourism in the industry can contribute to the industry itself as well as to the destination. It has also been shown how much the development of industrial tourism in the Zagreb brewery can contribute to the attractiveness of the city itself, as compared to the example of the Heineken Experience Museum. For research purposes, a survey was conducted with a structured interview on stakeholder attitudes on the potential of industrial tourism development in the example of beer industry in Zagreb.