The Town of Pag is the cultural center of the island situated in a picturesque bay with 20 km of gravelly and sandy beaches stretching along its full length. City of Pag was founded in the 15th century and today is a rarely found well preserved middle age walled-in town. It is the cultural, touristic and the administrative centre as well. Valuable cultural and historical monuments are: The parish church of St Mary on Kralja Petra Kresimira IV square (St Valentine's reliquary) the old Tower, the remnants of the town walls, Duke's palace.

The plans for the construction of the city were made by the renaissance architect Juraj Dalmatinac. (represented in this statue located on the seafront).

Benedictine Nunnery, along with numerous valuable reliquaries and paintings, keeps the tradition and craftsmanship of making "Baskotini" - aromatic crisp bread which can still be bought in the Nunnery.

An old Croatian public drama "Robinja" has been preserved and is still played together with "Paski tanac" - a local dance performed in beautiful Pag costumes decorated with the well known Pag lace.

Pag is rich in sandy, pebble and stone beaches. The ring of Pag bay consists of 27 km of beaches. You can reach most of the beaches by car, except the ones located in the "Pag Doors" which can be reached exclusively by boat. The largest beach is Prosika located in the immediate vicinity of the center of the town of Pag.