The Research starts from the doubt, whether the "new" tourist slogan of the Croatian Tourist Board, Croatia Full of Life, published on February 2015 and the associated tourism promotional TV spots, are suggesting cultural, responsible and sustainable tourism? Because, branding of Croatia exclusively as an area of untouched nature, the Mediterranean as it once was, full of life, is a step back to the past. And in the case of eastern Croatia, which is the focus of the research, at the start point of the terra nova from the end of the 17th century, as a postcolonial syndrome. The coincidence of the publication of the slogan in question and the 200th birthday of J.J. Strossmayer, offered a suitable cultural and historical context, without which it is impossible to understand the findings of the analysis of tourism promotion and other developmental activities, given that J.J. Strossmayer has a decisive influence on changing the said colonial paradigm. The review of his investment in culture reveals valuable tourism potential today and is in clear contrast to the development and promotion activities of Croatian institutions in the field of tourism. Accordingly, the promotion of Croatian tourism in the strategy and the campaign of the Croatian National Tourist Board has been analyzed, based on the videos under the slogan Croatia Full of Life, in relation to comparable destinations. Comparative analysis of several tourism development projects, answers the question, whether there is satisfactory cooperation in the field of sustainable tourism development between state bodies and other stakeholders in tourism. The paper also examines public attitudes about the role of heritage in tourism, and existing tourism regulations and strategies concerning a possible sustainable development direction, which also confirms that there are no social, organizational and institutional conditions for the development of cultural and responsible tourism, as a sustainable and acceptable model.