The basic principles and foundations of marketing are customer orientation and understanding, as well as conducting research target group's needs and preferences. Cultural tourism is a type of tourism where supply and demand grow daily and it is crucial to ensure quality supply in order to contribute to the growth and development of a particular destination. Nowadays, more and more destinations are turning to developing their resources on cultural tourism due to the growing demand of tourists who want to get to know the local population and culture. Cultural tourism contributes to the protection of cultural and historical heritage or cultural traditions. Development of cultural tourism is especially important for those destinations that are not so recognizable in the market or do not have a sufficiently developed image. The island of Korcula is rich in cultural heritage and has excellent predispositions for further development of cultural tourism. There are a large number of events in Croatia that attract different groups of tourists around the world with their attractiveness and recognizability. One of these is the Korcula Moreska-symbol of the island of Korcula, which together with the old town of Korcula are candidates on the UNESCO World Heritage List. The organization and performance of the Korcula Moreska every year creates a better image and promotion of the island. It is one of the most significant events on the island and represents the island as a destination of preserved culture and tradition that must be visited.