Book excerpt: This study, commissioned by the World Tourism Organization and the European Travel Commission, focuses on city and city-based cultural tourism which has become increasingly important for national city tourism organizations and institutions in Europe. The study itself, aims to increase knowledge on cultural city trips for the members of the ETC, (representing National Tourist Organizations in 33 European countries), city tourist offices, and WTO members. The study offers a conceptual framework that can be used for marketing, communication and product development purposes.