The paper highlights the link between the European Capital of Culture (ECoC) designation and the development of cultural tourism in Europe. Cultural tourism is the fastest growing segment of tourism in the world and is the desirable objective of new defined cultural policies in European cities. According to the European Commission (2012), it is estimated that cultural tourism accounts for around 40% of all European tourism. In general, the European Commission confirms the significant role of cultural tourism in the development of tourism in Europe and one of the most visible tools of this strategy is the designation of the ECoC. Cultural policy has also become an important tool of urban regeneration and in the rebranding of European cities.