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There is a worldwide trend of increasing interest in cultural tourism products, and the World Tourism Organization predicts that the cultural tourism market will be one of the five leading segments of the tourism market in the future. Local culture is an important feature of a tourist destination, and thanks to tourism, it becomes a flywheel of social and economic development. Cultural tourism is focused on cultural attractions and activities as the main reasons for traveling, and the participation of cultural tourism in all tourist movements is increasing. Thus in France, Italy, Spain, the United Kingdom, income from tourists whose primary goal is to get acquainted with cultural goods and cultural achievements exceed 1/3 of total tourism revenues. Starting from the above, this paper focuses on the analysis of the key problems of the development of cultural tourism and the possibilities of enriching tourist destinations with cultural offer through the development of a cultural product, as a way of increasing the value of a comprehensive tourist offer and attracting a large number of tourists. It concludes with a brief analysis of the key issues for this field of cultural policy in the Republic of Serbia and recommendations on how to make a tourist attraction from a cultural resource and to achieve greater satisfaction of the tourists with their stay in a destination.

CULTURAL TOURISM AS A UNIQUE FORM OF SUSTAINABLE TOURISM – CULTURAL RESOURCES AS TOURISM OFFER FACTORS