This thesis is based on presenting folk customs that are a part of the tourist offer of the destination, through the manifestation of Sinjska alka as an example. The event itself contributes to the development of cultural tourism and the preservation of the cultural heritage, first of all, for the region of Cetinje, and then for the whole Croatia. Tourism has become an indispensable economic branch for every country in today's globalized way of life. As traveling for pleasure became a significant activity, tourist destinations appeared. Croatian development is largely based on heritage values which have been created for centuries. Cultural heritage is important for the preservation of national identity, and tourism for promotion and monetary yields. Based on research on the example of Sinjska alka, it was concluded that it forms an essential part of the tourist offer of the destination, contributing to the development of the area, the economy and the quality of life of the local population, but it is necessary to plan and manage the destination itself in a high-quality way, because that is the only way the destination can develop.