The importance of protecting cultural island heritage through the project Croatian Island Product, including a case study of island Prvić is explained in this paper. Nowadays, in a busy and highly technological world, it is very difficult to choose the “right” product or service which are offered on the market. Contemporary consumers look for something new, they want to make new experiences, but at the same time, they want to realize all their expectations. It is not surprising that certain types of tourism, like cultural and rural tourism are more claimed. The project Croatian Island Product, founded in 2007 is one of the ways to preserve rich cultural and historical heritage and work of insulars and their homesteads. Also, it gives possibility for people who live on the islands, just like those who once left the islands in search for better life to come back and establish their lives. This Project also represents the way of conserving alimentary products and enables development of island gastronomy. Holders of label Croatian Island Product are products which are example of excellence, island’s authenticity and tradition. There are 182 products with this Label in 2014 and the number is growing because people are aware how important this is. Island Prvić, located in Šibenik archipelago, has various products with label Croatian Island Product and has got great opportunities to develope cultural and sustainable tourism. Prvić is known by his rich and well conserved heritage. With hard work and strong faith, everything is possible.