The purpose of this final work is to explain in the example of City of Zagreb, how and to what extent museums contribute to the development of the city as a desirable tourist destination with authentic and recognizable cultural identity and to highlight and emphasize the importance of using museums in tourist offerings. For it is precisely the cultural heritage that makes a destination different from the others. Museums as cultural institutions become tourist attractions and, if they are managed in a clever way and well presented in marketing, they become one of the motives for visiting a particular tourist destination. The first section of the paper deals with Zagreb tourism in general. It briefly describes its history, presents the basic features of tourism today and identifies tourist resources and most famous tourist attractions. Finally, recent trends and plans for further development are considered. Then follows the key section of the paper that provides insight into the role of the museums as tourist attractions of the City of Zagreb. To illustrate it in practice, Mimara Museum was taken as an example and its concept of market orientation was elaborated more in detail. The museum is located on Roosevelt Square, an attractive part of the city, where there are many other Zagreb tourist attractions that represent the core of Zagreb's cultural heritage. As such, it has excellent predisposition to attract a large number, especially foreign tourists. For the purpose of this paper, interviews with museum staff dealing with advertising and marketing activities have been carried out. They explain the activities the museum conducts to improve its perception and attract as many visitors as possible. The conclusion of this paper is that the results are getting better every year, but that there is still plenty of room for improvement of the position of museums in the Zagreb tourist offer.