The European Capital of Culture is a European Union initiative the aim of which is to bring out the richness and diversity of European cities, as well as the common cultural aspects of Europe, so as to bring European nations closer together and contribute to them having a greater respect and understanding for each other. In line with the general objectives, the city that takes the title of European Capital of Culture is expected though its activities to advance the scope, diversity and European dimension of the range of its culture, including trans-national collaboration; to expand its approach to and participation in culture; to reinforce the capacities of its cultural sector and its correlation with other sectors, as well as to raise its international reputation through culture. The candidature of Dubrovnik for the title of European Capital of Culture was a one-of-akind opportunity to set in motion processes of revitalisation and regeneration of the city, and it had a crucial effect on the way the cultural identity of the city was thought of, burdened as it is with the image of mega-popular tourist destination, for the purpose of opening up the city to those who want to create in it new values and leave a trace among the many and ample layers of the cultural heritage. The ECC is looked at, among other things, as a means through which the city was led to re-examine its identity structures, to accept existing diversities and, in conclusion, to try to arrive at an answer as to whether the city could become, through this project, more aware of itself as a cultural factor in the overall European story, and how the project would affect future strategic development, at both the local and the international level.