In order for museums to fulfill their task, and users of cultural goods (products) for their needs, it is necessary to establish or maintain a communication channel between the museum and the environment, and this cannot be achieved without marketing or organization of work according to marketing principles. In this context, it is extremely important to preserve the ethics, expertise, sensitivity and scientific and cultural dignity of the museum. This is often not correlated with mass taste. In other words, museum marketing implies museology as a profession at its core, and its desirable expression as the mission of that profession. The product of the museum are various events, which aim to draw attention to the basic product, and this could be a permanent exhibition and occasional exhibitions. The aim of this paper is to explore all relevant theoretical and practical features of marketing museums and galleries in Croatia, the importance of museums and gallery institutions in the cultural offer of Dubrovnik as an urban destination, sociodemographic characteristics of visitors, motives for coming to Dubrovnik in the off-season, interest in , and to investigate whether the modern way of presentation and interpretation of museum material and content increases the tourist attractiveness of museums and the satisfaction of museum visitors. It is in the interest of the management of museums and galleries that the museum world becomes our world, that it gets rid of its self-denial, that it finally begins to think about efficiency, business and profitability.