This paper is the result of detailed analysis and reasearch of the immaterial cultural heritage and the meaning of cultural tourism in theory and practice. The topic of this paper referes to increasing familiarity with the instrumentally-vocal folk song known as „Slavonski bećarac.“ Slavonski bećarac is distinctive type of folk song from Northeast Croatia which can be found on the UNESCO list Safeguarded Intangible Cultural Heritage. With the purpose of preserving cultural heritage of Slavonija, Baranja and Srijem ( ethnically and culturally connected but also distinct regions in Croatia ) and from the aspect of sustainable tourism a festival manifestation was created known as the „ Festival of Slavonski bećarac.“ The goal of this manifestation is education, preservation and recognition of a specific Croatian custom and a tourist attraction through the tradition of bećarac. The final part of the paper explains the great contribution of the Festival manifestation of Slavonski bećarac in safeguarding the intangible cultural heritage and national identity of Croatia.