This thesis was written with the intention to research the recognizability of the resources of Lepoglava as a touristic destination, and its potential for development and increase of recognizability to the general public from Croatia. The thesis also researches the way in which the general public perceives the town of Lepoglava, and the degree in which the Lepoglava's lace, agate, dormant volcano and Paulinian culture contributed to the change of perception of the town of Lepoglava. The first part of the thesis is dedicated to providing the theorietical insight into notions of tourism, touristic supply and demand, and heritage and tradition. Furthermore, it elaborates the theory about the impact of tourism and global touristic trends on the specific destination. The tourism is a dynamic category which is continuously developing and progressing. Basic elements of the tourism products of a destination are atractivity, accessability and living conditions. Tourism products (destinations) are confronting each other in the tourism market to meet the needs and expectations of the tourists. The decision whether someone wants to visit some destination is often made based upon attractive photorgraphs. The attractivity is key factor in motivating the tourist, with the condition that the destinations have planned integrated touristic destination offer. Using the example of the town of Lepoglava, it will be explained in which degree the creation of integrated touristic product is important, from the identification of the demand, through discovering of the destination resources, creating attractions and touristic offer, to the inclusion of local community. The local community is an important factor in planning of the integrated touristic product because its inclusion and effort contributed to the tourism offer of the specific destination. The second part of the thesis shows the results of the research made for the needs of this thesis. The research made on 253 respondents from the whole of Croatia has shown that the Town of Lepoglava and Tourist Office of the Town of Lepoglava were successful in their basic intention of rebranding of Lepoglava from the prison town into a town recognizable by its other attractions – Lepoglava lace, agate, Paulinian culture and dormant volcano; that the investment of Town of Lepoglava into accomodation and catering capacity was sucessful; that development of tourism offer of the town of Lepoglava through attractions and accompanying contents really improves market position of Lepoglava as touristic destination; and that, despite all these positive trends related to the tourism offer and perception of the town of Lepoglava, there still is room for improvement of advertisement of the touristic attractions.