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Cultural tourism constitutes one of the most popular kinds of tourism since 17th century. The structure of different approaches for defining cultural tourism by various researchers has rendered clear that it constitutes a complex phenomenon and an "umbrella" definition that covers a range of relative activities (historic tourism, fine arts related tourism etc.). Several studies have presented cultural tourism as a development lever, creating benefits for the reception area, while other studies support that it can lead to a series of negative results. Supporters and critics of cultural tourism tend to agree that, in order to increase the positive results and to reduce the negative, tourist planning is necessary. Tourist planning consists of a set of operations and alternative or changing strategies that aim at the accomplishment of goals and the balance between them. For the reinforcement and achievement of a destination's goals the leading role is held by the Location Marketing, as well as the practices carried out by the destinations for the set-up of their image targeting the attraction of tourists, investors and the improvement of the residents' quality of life, as well. Taking as a case study the city of Thessaloniki and Plovdiv, the present paper aims to study the strategies followed by the respective destination in the touristic development process and at the same time to lead to some conclusions on the existing situation.