The aim of the research was to provide theoretical and empirical data on the weight that cultural events organized by hotels have in the selection of the establishment. A qualitative exploratory methodology focused on a single point in time and in a non-artificial scenario was adopted. The elements of the investigation were the individual and the organization and the sampling method was the voluntary and non-probabilistic. The data collection was performed through face-to-face interviews with questionnaires serving as guides. Although the cultural events organized by hotels did not appear as a selection factor of the establishments, these events were attended by a considerable percentage of clients, who were influenced by marketing communications located inside the establishments. The study was limited by the data collection period, by the authors' lack of consensus on the subject and little research on the topic.