The peoples core values have always been represented by their culture. Tangible and intangible heritage of those cultures is what makes them recognizable, different, interesting but also competitive if they are recognized and well promoted. With the world growth of culture and tourism occurs cultural tourism as a special form of tourism. „Regular“ tourists became cultural tourists, motivated by new experiences and getting to know but also being a part of cultural traditions. Creating an attractive cultural content is not such a challenge for the tourist supply holder as is the direction of attraction growth, and that is sustainable growth which will allow for those goods to be consumed by all future generations. Development of sustainable tourism, natural inheritance and cultural wealth, as well as geographical location and good transport connections have contributed to building the tourist destination Medjimurje which with its constant investments and improvements attracts more tourists every year. The research problem of this paper is the insufficient utilization and recognition of the cultural tourism product of Medjimurje county and the subject of the research is the current state of the county's tourist offer as well as the possibilities of improvement through cultural tourism. With hypotheses set in this paper, Medjimurje is trying to be confirmed as a destination of cultural tourism with the possibility of improving existing and creating additional cultural attractions.