The town of Đurđevac, „Picokijada” and the valorization of Đurđevac sands This thesis explores the key factors in the valorization of the tangible and intangible heritage of the town of Đurđevac in Croatia, with focus on its protection and promotion. The significance of events such as the „Picokijada” for preserving local identity is particularly emphasized. The development of sustainable tourism and the valorization of the Đurđevac sands, while respecting the environment, are crucial for economic and social progress. Additionally, the importance of infrastructure construction for improving the quality of life of the local population is highlighted. Through an integrated approach to development, the town of Đurđevac aims to become a model of sustainable development, promoting cultural heritage, tourism potentials, and environmental protection. Investments in research, protection and promotion of cultural heritage, sustainable tourism development, and the construction of adequate infrastructure are crucial for achieving the goals of sustainable development of local communities.