This paper deals with Croatian cultural heritage and its admission to the list of UNESCO's intangible cultural heritage. UNESCO's initiative to protect intangible heritage concerns all the countries that were ready, as members, to propose their intangible cultural heritage to be added to this list. Croatia is a country of rich culture that has inscribed 13 immaterial goods in UNESCO's list, while one good is inscribed on the special list of endangered heritage threatened with extinction. The range of Croatian intangible heritage is wide and concerns Croatian folk customs such as the Sinjska Alka Knights' Tournament, the Festivity of. St. Blaise in Dubrovnik, the annual Carnival Bell Ringers' Pageant from the Kastav area, the spring procession of the queens or ljelja from Gorjani, the carrying of the Cross or the Procession Za križen on the island of Hvar. The List includes the tradition of lacemaking, such as the famous Pag lace, candle making in northern Croatia and toys making in Croatian Zagorje. The music and dances include the Bećarac singing and playing from eastern Croatia, the Silent circle dance of the Dalmatian hinterland, the two-part singing and playing in the Istrian scale and Klapa multipart singing of southern Dalmatia. The Mediterranean diet is an international good; it is present in Dalmatia and throughout the Mediterranean. All these enumerated goods contribute to the recognisability and identity of Croatia, they are inscribed in the Register of Croatian cultural goods, and by their admission in the list of UNESCO they have become a part of world heritage. This paper also deals with the criticism of the UNESCO initiative, which states that the mere proclamation of an immaterial good as a world heritage can imply negative consequences. There is a supposition on the harmful, destructive impact of globalization on intangible culture and the problem that is most pressing is the problem of commodification of culture which, in the era of cultural tourism, has become a good and resource as, indeed, the whole world today has become only the backdrop for the capital market.