Traditional heritage is an essential part of national cultural heritage and plays an important role in creating a local identity. In order to preserve and protect it, it needs to be valorized, and one of the possible ways of valorization is through tourist manifestations. By valorizing traditional heritage through tourist events, it is possible to preserve and promote tradition and cultural heritage, enhance the lives of the local population, but also attract tourists. It also creates an opportunity to use traditional heritage for tourism purposes, which is an opportunity for economic development of the destination. Given that the traditional manifestations are unique in content, it is considered that they can meet the needs of visitors. With the tourist valorization of traditional heritage, certain destinations have the opportunity to gain a unique competitive advantage in the market and attract a certain number of guests. Istria, as a tourist region, has many cultural, historical and traditional attractions that are under-valued through its tourist offer. Some traditional crafts and manifestations have completely disappeared, while others have become part of a regional identity. Through numerous festivals, customs, legends, traditional cuisine and the lifestyle in general, Istria has great potential for the development of cultural tourism.