This graduate thesis investigates the myths and legends of north-western Croatia, highlighting their importance as key elements of intangible cultural heritage that shapes the identity and cultural heritage of local communities. Through the analysis of these stories, the paper focuses on their connection with Slavic mythology, historical events and social values, which are reflected in the stories passed down from generation to generation. Special attention is paid to distinguishing myths and legends, as well as their function in the context of preservation and promotion of local culture. Myths, which often carry symbolic meaning and universal lessons, and legends, which are based on real events enhanced with fantastical elements, together form a rich heritage that is deeply rooted in the identity of north-western Croatia. The paper also considers the contemporary valorisation of these stories, especially in the context of cultural tourism. It was pointed out that some legends already play a strong role in the tourism offer through events such as Picokijada and Križevačko veliko spravišće, and successfully attract visitors and promote local culture. Through these examples, the paper points to the potential of further valorisation of myths and legends as tourist products, through the development of events, festivals, tourist routes and other cultural contents, focusing on the legend of the Black Queen. In conclusion, the paper emphasizes that the myths and legends of north-western Croatia are not only remainders of the past, but living elements of culture that continue to play an important role in the shaping of local identities and preservation of the cultural heritage. Their perpetuation and integration into the contemporary social and tourist context not only enrich our culture, but also contribute to the permanent preservation of the identity and values that have shaped this region over the centuries. This work contributes to the understanding and promotion of these stories, aiming for future generations will continue to appreciate the richness and diversity of the cultural heritage that has been handed down to them.