Globalization processes and increasing guest standards have influenced the international tourism market. Destinations must constantly raise and enrich the level of quality of their tourist offer to be interesting and competitive. The city of Hvar is a famous tourist destination, but the primary focus is on young tourists and entertainment. Specific spatial-geographic and cultural-historical features represent excellent predispositions for the development of tourist activities, unfortunately cultural and natural potentials are largely unused. A key step in their development would be to improve the old and create new cultural products that would be adapted to current trends in the world and to improve the accompanying infrastructure. There are a total of 90 cultural assets registered in the area of the city of Hvar, in which the silk lace from the agave is listed as intangible heritage under UNESCO protection. Cultural and natural potentials exist, but it is necessary to make attractive and interesting tourist offers. One important step in achieving it is strengthening the cooperation between the city and other units of local self-government on the island of Hvar. Because of all this, the city of Hvar can be called the real treasury of cultural and historical heritage which makes an excellent base for the development of a long-term sustainable type of tourism