This paper provides a theoretical elaboration of the term tourism product, cultural tourism, cultural tourist and cultural heritage in order to analyse both the present state, as well as possible future developments of cultural tourism in the Šibenik-Knin County. Cultural tourism has been identified as one of the key tourism products in contemporary tourism and current trends suggest that it will only continue to prosper. Active participation in creative and unique activities in destinations is demanded by contemporary tourist demand so developing creative activities and reinterpreting cultural heritage become crucial factors in raising the quality standard of visitor satisfaction and cultural supply. Cultural heritage figures as the most important resource when it comes to cultural tourism, especially in a destination that is rich with cultural heritage, and so it can potentially improve destination’s image, enrich the tourism supply, extend the tourist season and preserve cultural identity. Over the last few years, the systemic development of cultural tourism, along with the preservation of cultural heritage, has been made a priority in the city of Šibenik. As the home of two UNESCO world heritage sites, Šibenik acts as the centre of cultural tourism in a county that has recently undertaken measures which ought to serve as the blueprint for the future development of tourism at other destinations in the region. It is necessary to continue the work of preservation and valorization of Šibenik-Knin County’s cultural heritage, particularly of its intangible cultural heritage, as well as its sacral buildings, archeological sites and fortification facilities, excluding the fortresses in Šibenik.