The subject of the paper Croatian heritage and intangible cultural tourism of Varaždin county includes cultural tourism as a specific kind of tourism and a growing trend of tourism flow in the world. Intangible cultural heritage is emphasised as an important part in the creation of the cultural identity of a destination, promotion and development of cultural diversity and human creativity. Cultural heritage, nature, tradition, and especially intangible cultural heritage comprise Varaždin county tourist resources. For successful development, cultural heritage should be managed and developed regarding marketing. Examples of the intangible cultural heritage of Varaždin county give the county as a destination its authenticity, that is, make it recognisable and enable diversification in a tourist market among other destinations. The study performed tried to examine to what extent the people are familiar with the intangible cultural heritage of Varaždin county, and determine the influence of cultural tourism on a county's tourist development. On the basis of the results, the conclusion has been reached that organising the manifestations which promote the heritage can be a good opportunity for the development of cultural tourism and attaining the attractiveness and recognition of intangible heritage, which has a significant impact on creating of integrated tourism brand of Varaždin county.