This paper deals with multiculturalism of Istria, its uniqueness in terms of culture identity and the influence of globalisation on local community, traditions, language and dialects, recognition of multiculturalism of Istria outside its territory, ways of marketing, branding and most of all, protection of multiculturalism as intangible cultural heritage. Because of its interesting history where numerous migrations favoured the creation of cultural heterogeneity and the reluctance of the locals to identify with their country, and as a result has a much more discrete display of national identity in comparison with the rest of the country, looking through the prism of tolerance, peaceful cohabitation of cultures, religions, recognition of others and different, this peninsula ranks high on the map of desirable places to live where by improving the quality of life tries to create an ideal tourist holiday destination, too. In this context, multiculturalism is very good for tourism, too, and for the economy of a town, its region, and therefore also its county. In this paper special attention is given to the positive aspects of multiculturalism and the benefits it brings to the local, and its wider community, but it also points out all possible dangers and negative aspects which can create disturbances in relations among the people in local communities and traditions, especially nowadays in times of heightened tensions between different religions, terrorism ad different views on life, culture and religion. The paper is divided into eight chapters. The introduction is to the subject matter points out the purpose and the aim of the research. The first chapter focuses on the culture and the intangible cultural heritage, the second chapter defines the term multiculturalism, important theorists and the position of it in the European Union. The third chapter revolves around the historical context and the development of Istria, its geographical position and the presence of three nations which causes multiculturalism and the development of Istrian identity and emphasizing regionalism. The fourth and the most important chapter of this paper reports research findings on the topic of identity, religions, that is beliefs, national minorities, regionalism, multilingualism and the cohabitation of Italians and Istrians. The fifth chapter is about promotion through different festivals and events. In the sixth chapter a SWOT analysis was conducted in accordance with the research results; as the seventh chapter includes famous people who decided to live in Istria. The final chapter brings an overview of how multiculturalism appears in the world, Canada is regarded as a good example. At the end of this work the author draws conclusions on the basis of the conducted research and verifies assumption about Istria as a multicultural environment.