This thesis aims to define the role of project management, which provides the necessary conditions for the implementation of events and projects and supervises their implementation, which is shown through real examples of conducted student events. The thesis provides answers to questions about the level of student involvement in project activities during their studies and the level of impact of implemented student projects or events on increasing the offer of the city or a place. The goal of the research is to find out the answer - whether student projects affect the increase of visibility of certain institutions and the expansion of cultural and/or tourist offer. The research found that students participate or have the opportunity to start student projects to a lesser extent, but nevertheless believe that student events and projects can and should serve as a means to promote the educational institution and expand the cultural and/or tourist offer of the city or region. The thesis is divided into theoretical and empirical part. Within the theoretical part of the thesis, an analysis of the relevant literature on the topic of the paper was conducted, and it was determined that there are few papers that explore the issue of student involvement in the organization of cultural events and projects. The research for the needs of the master thesis was conducted on a sample of students from Osijek and Čakovec, as well as among Erasmus students, after the international Erasmus exchange at the Latvian Academy of Culture in Riga, Latvia. The project activities of selected student projects implemented in Osijek and Riga, Latvia were also analyzed. Despite the fact that the research could not determine the importance of student involvement in cultural projects for the place where they live and for its tourist promotion, it was identified the importance of the educational process for training and encouraging students to implement project activities.