Cultural tourism has long been considered as a niche market. The concept of cultural tourism is generally applied to travel towards cultural resources regardless of the traveller’s initial motivation (Hughes, 1996:707). Numbers also show a continuous growth in cultural tourism and it can be said that cultural tourism has become mass tourism activity. Many destinations have developed tourism based solely on cultural offer. Since the tourism market has continuously been splintering, the concept of a niche also changed. As Jenkins and Jones claim, ‘the niche sells the location, not the other way around’