The number of cultural tourists is continuously increasing. At the same time,
other types of tourists are participating in cultural venues while on holidays. Not only the
general interest of tourists in culture is growing, but also the cultural offer is also rising
and attracts the attention of increasingly more diverse types of tourists. The literature in
the field of cultural tourism is mainly investigating aspects related to the anthropology of
cultural tourism. Special interest is also visible in some particular forms of cultural
tourism, such as urban tourism. Little attention is given to specific motivation, as well as
to the actual activities undergone by tourists. Since the literature tends to investigate
cultural tourism in the context of international visits rather than in national context, the
current research is also placed in such a framework. The present paper is an
exploratory investigation of the motives and activities that tourists are undergoing during
their vacations abroad in order to identify the place of culture in this context.