The subject of the research of this specialized professional diploma work is the tourist attractiveness of the intangible cultural heritage of the Croatian Zagorje, with emphasis on making case studies of cultural goods of Lepoglava lace, making traditional wooden toys and bednja speech. The accelerated development of tourism over the past decades has shown its wide range of activities. Modern tourists make decisions about choosing a tourist destination depending on whether the offer meets their needs. Tourists no longer seek only the "sea and sun", they want to meet local culture, national folklore, gastronomy, visit festivals, museums, galleries and get in touch with the local population with the desire to experience original authenticity. In accordance with these wishes, there has been the emergence of a selective form of tourism called cultural tourism. It is estimated that around 40% of all international vacation trips contain a component of culture. Attracting visitors who are motivated by the need to visit historic sites, as well as getting acquainted with tradition and customs are important for the area of Croatian Zagorje. Furthern, the growing development of continental tourism can only be talked about just a few years ago, given that Croatian tourism has recently relied on attracting tourism to the Adriatic coast. The fact that modern tourists are in fact more and more "cultural tourists" encourages this work, which aims to highlight the tourist valorization of certain non-material cultural assets of the Croatian Zagorje, and to show the possible disadvantages and opportunities for tourism valorisation.