The main focus of the text is the city tourism viewed as a form of city promotion on which the city development depends to a great extent. At the beginning of the industrial age, tourism concentrated around the sea resorts and spas. The first changes in tourism resulted from the decline of the paradigm of the industrial progress in western countries. The decaying cities previously bound up with industry started then to change the image in order to improve their economic situation. The new image pointed out culture in the first place, because culture started being perceived as the tourist attraction. The article presents the different ways of city promotion. The particular stress is placed here upon public space investments – such as revitalization phenomena, theme space and commercialization of urban landscape and constructing the museums and other public use buildings by the outstanding architects. The development of the urban tourism is also closely tied up with the changes in tourists’ behaviour and preferences. The phenomena presented in this article explain the increasing interest in the city as the tourist attraction and emphasise the indispensability of the promotion efforts.