The dynamic growth of cultural tourism around the world in recent years has generated unmet market needs to create the proper management of products based on the cultural heritage of past and present generations. The first part of the article presents the essence of cultural tourism products with special emphasis on quality and the brand of these products. The second part of this article describes the integrated system of cultural tourism products management related to the value chain, which is based on unique author’s contribution. The introduced model of creation and management of cultural tourism products is focused on the pro-quality approach. This approach, enhanced with supportive promotion, will lead to the creation of the brand and should help to gain competitive market advantage.
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