Rather, the main cultural resources of Zagreb are cultural/creative industries. Still, they are not utilized for attracting or offering unique experiences to visitors, not because of their low potential but due to low levels of awareness on the role, possibilities, position and proven strength cultural/creative industries have in developing cultural brands of a city. When talking about the cultural industries, globalization has certainly given them great importance, which has influenced cultural planning in many countries/cities. Additionally, developments in science and technology helped in the dissemination of the content that the cultural industries carry. This has broadened the concept of innovation and creativity and consequently it should expand the scope of consumer niches it encompasses.