The evolution of tourism and considerable changes throughout the history have contributed to the development of new touristic niches called the selective forms of tourism. Rural tourism has developed as the result of changes in the technological, economic and social environment and belongs to the group of the fastest growing forms of selective tourism. Despite the fact that the Republic of Croatia has more than 90% of rural area, the usage of rural tourism is extremely low despite its importance and potential. In order to solve the problem of seasonality in Croatia, which still includes predominantly sun, sea and sand tourism, it is necessary to raise awareness and focus on the development of whole year rural tourism. The area of the Cetina region, which is the object of analysis, is located in the heart of the Dalmatian hinterland, and it is bordered by the river Cetina, which springs near the town of Vrlika, passes through the entire Cetina region and flows into the Adriatic Sea near the town of Omiš. This whole area, as well as the entire Dalmatian hinterland has a very rich cultural heritage, including tangible and intangible heritage. The importance of intangible heritage is manifested through the identity of every human being and especially in the transmission of heritage to newer and younger generations. It is important to keep it, protect it and let it not be forgotten. The inclusion of intangible heritage in tourism would solve numerous problems of abandoned villages, such as deagrarization and depopulation and would also lead to many positive effects, not only for this area, but for the whole country. Finally, rural areas of the Cetina region do not make enough use of the potential of their immaterial cultural heritage and the promotion of tourist services as a generator of development. It is important to valorize intangible cultural heritage in rural tourism through good administration, promotion and organization.