Preservation and care of heritage is an important part of our everyday life because it is a basic element of the community's identity. In order for the nation to survive and develop in the present and the future, it is necessary to think about where it comes from and appreciate the culture of the ancestors. We are entrusted with the extremely important service of preserving the heritage from being forgotten and presented through wrong interpretations and testimonies. Tourism has a very significant role in the communication between intangible heritage and the rest of the world, and thus it is given a great responsibility in terms of the sustainable development of cultural wealth. The aim is to present the island of Hvar through the wealth of its intangible culture and to bring closer the ways of exploiting this valuable resource. The management of the destination management of the island of Hvar is aware that culture is a part of it and that it is precisely this that distinguishes it from others, and invests efforts in its promotion and preservation. In the future, the percentage of visitors motivated by culture will increase and destinations that have seen the importance of authentic tourist offer and product differentiation in time will prosper in such an environment. Raising the self-awareness of the individual is the main task of the subjects within the destination, all the more so because of the strengthening of the dependence on tourism and culture, which can bring both positive and negative effects for both mentioned elements.