The creative industry in the Republic of Croatia is in the process of institutionalization. The products and services of all sectors of the creative industry are traded on a free market. City (urban) centers have a significant role in the development of the creative industry as they represent an area where creatives meets with consumers or visitors. The focus of this paper is the analysis of one sector of the creative industry - theatrical art. The city of Osijek was selected for the analysis in this paper, where the main focus was on theatrical-tourist show "Zaboravljena Tvrđa", which is in the field of theater art. The aim of this paper is to find out the degree of interest of the target group of citizens of Osijek for the "living history" concept of theatrical and tourist performances, as well as to obtain information on how to create the price for the show, given the willingness of the target group to pay for. The main goal of this work and research is to increase the quality and quantity of cultural tourism in Osijek as well as to raise awareness of cultural potential and to provide a new, modern way of performing the shows. The main base for conclusions was the study of existing forms of theater-touristic performances in Croatia and their comparison with the Osijek concept of "Zaboravljena Tvrđa" as well as a survey questionnaire that was the basis for exploring the opinion of the target group, which was used for testing hypothesis. By researching similar concepts, there are examples of good practice in Croatia that successfully combine learning historical facts and an innovative way of performing the play. According to the survey, citizens like to visit theatrical performances, but they do not often go to the theater, which is the most common cause of lack of free time. The concept of "Zaboravljena Tvrđa" was rated 4 by the respondents, and they are ready to pay 56.64 kuna per ticket. Considering all the elements of the concept of "Zaboravljena Tvrđa", it can be concluded that his strength lies in the possibilities of getting acquainted with the historical sites of the city of Osijek, which the project offers, and which is most rated, transforming the city into one big stage, creating a memory experience for the visitor.