This paper investigates the importance of intangible cultural heritage in PožegaSlavonia County and its impact on cultural tourism. Through a detailed analysis of various aspects of intangible heritage, this paper focuses on key components such as conceptual definition, protection and preservation of cultural assets, and the role of UNESCO in their recognition. The intangible cultural heritage, which includes traditional customs, folk costumes, dances, music, and specific manifestations, represents an essential part of the cultural identity of Požega-Slavonia County. Special attention is paid to events those that significantly contribute to the preservation of cultural values and the promotion of the region. By analyzing the manifestations, the paper shows how these manifestations not only attract visitors, but also play a key role in the preservation and valorization of intangible heritage. The intangible cultural heritage of the Požega-Slavonia County provides significant tourist opportunities and contributes to the preservation of the region's cultural identity. Its proper preservation and integration into the tourist offerings crucial for the development of cultural tourism and the long-term preservation of cultural values.