Efficient management of a tourist destination is based on identifying it's potential, creating a competitive tourist product and placing it successfully on the market. Tourist product differentiation becomes a real challenge under the conditions of the tourist market saturation. To successfully distinguish its product among competitors, many destinations apply strategies for the development of selective forms of tourism, resulting in the creation of a recognisable tourist destination brand. This paper highlights cultural tourism, which has proved to be a particularly actual selective form. The impact of cultural tourism on the development of a single tourist product is shown and the creation of a recognisable destination brand. The efficiency of the cultural tourism development would not be possible without an appropriate marketing approach or promotion of tourism destinations. The city of Trogir has been implementing a strategy for the development of cultural tourism for years and has developed a new branding strategy based on the towns cultural values and community participation in 2019. Since Trogir is one of the first cities in Croatia to take advantage of the fact that a large number of its sites have a cultural - historical value and began branding in a appropriate way, it serves as an example of good practice for other tourist destinations. In order to successfully implement the tourism development strategy, close attention should be paid to the promotion of cultural tourism products, as it enables the city to distinguish among a series of similar destinations on the Adriatic and become recognizable according to a series of features offered to potential visitors.