Identity is what makes us different from others. We attribute the credit for shaping the identity of our country and ourselves to our most valuable treasure - cultural heritage. The holdings of tangible and intangible cultural heritage make Croatia a larger country. People in history have made sure that we know the present and shape our identity, so it is very important to preserve and protect "ours". The Convention on the Protection of the World Cultural and Natural Heritage, adopted in 1972 by the General Conference of UNESCO and the Ministry of Culture and Media, has a special role to play in developing cultural heritage protection measures. The paper presents the influence of folklore as a symbol of discovery and its identity and a contemporary promoter of traditional culture. Touching on the most important elements, we will get to know Croatia and its customs. In modern times, one of the frequent motives for tourists to travel is the desire to discover the authentic heritage, so more and more importance is given to cultural content. Following the European applications of good practice, many destinations decide to create a new authentic tourist product based on cultural heritage, which at the same time contributes to creating the image of the destination, but also raises questions about the preservation of tradition. The means of mass cultural communication enable the development of global culture, at the same time a threat to identity. Apart from being a great opportunity for general development, it is also a great danger for men's culture and people. By raising awareness and emphasizing the fact that Croatia has a wealth of several dialects, a long tradition, numerous customs and indigenous cuisine, the process of globalization must be resisted by protecting and preserving cultural heritage for future generations. At the very end, we will present an interview with dr.sc. Krešimir Dabo, Head of the Tourism Department at Edward Bernays College, who explains how to build national identity and promote it through tradition and emphasizes the importance of encouraging the development of the cultural sector and creative industries as a way to promote culture.