Intangible cultural heritage is of great importance to plenty of destinations, especially those which nurture its existence and its value. Nowadays, it is extremely challenging to maintain a culture of customs and traditions due to advances in technology, globalisation and extinction of small towns and rural areas. For that reason it is extremely important to time adjust, which means that it is necessary to assimilate modern contents with the traditional ones. One of the best ways to do it is to reflect culture through events which then act as a sustainable way of promotion. In that context, Istria does a very good job if spoken about already recognized values, but is missing a high-quality promotion of the insufficiently researched potentials. Out of meat products, Istria has so far promoted prosciutto the most that has been recognized as a gastronomy delicacy all around the world. However, due to focusing on prosciutto, Istria did not point out the importance of meat products like ledvica (dried pork fillet), ombolo (dried rump steak), pancetta, guanciale, špaleta and sausages which served significantly for the Istrian peasant that worked in a field on a daily basis. The aforementioned products were made of pig meat since Istria used to be exceptionally poor and underestimated. On the other hand, Istria is nowadays recognized as an extremely competitive destination rich in food products that are successfully valorised. With a successful placement of olive oil, wine, truffles, cheeses, pasta and asparagus as Istrian delicacies, it is easier to offer meat products. With the help of dishes made of listed foods, Istria could present and be proud of the culture of making meat products and become even more competitive on the market while at the same time preserving a part of its traditional values.