European Capital of Culture (ECOC) is a EU project that has began in the mid-80 years of 21st century. Purpose of Program is to encourage development of culture in the cities, but also to affect their regeneration and there tourism plays an important role. So far, over 50 cities were named as ECOC and in 2020 this honor belongs to the Croatian city of Rijeka. The main objective of this study was to point out the effects that the project has achieved through several ways and to offer guidance for the Croatian city that holds the title. Starting from a qualitative methodological approach, in theory-based research, it was found out that the ECOC title has had positive impact on the image and promotion of cities as tourist destinations. Also, this title encourages mutual cooperation between the involved participants and enriches tourist offer. Furthermore, it has strongly supported the development of cultural events and consequently, influenced the increase of cultural significance in ECOC cities. Also, this title has stimulated investment in infrastructure and better management of objects of cultural significance. Finally, positive effects on tourism sector (arrivals, overnights, earnings) have been obtained thankfully to the project. These findings led to unified conclusion that ECOC title creates multiple benefits for tourism development in ECOC cities. In Croatian contest, it can be noticed that Croatia has a great cultural potential, but so far, proposed and adopted strategies of development of cultural tourism have missed quality implementation. Consequently, it has not been possible to maximize potential of cultural tourism in Croatia. Contrary, this was not case with ECOC cities. Therefore, the year 2020, when the Croatian town (Rijeka) holds this title may be turning point in the development of cultural tourism in Croatia.