eng INTANGIBLE CULTURAL HERITAGE AS AN IMPORTANT ECONOMIC FACTOR IN SOCIETALDEVELOPMENT This study explores the role of intangible cultural heritage (ICH) in Serbia as an economic factor, emphasizing its contributions to cultural tourism, local economies, and national identity. It examines how traditional practices, festivals, and crafts contribute to Serbia’s economy and evaluates strategies for maximizing these contributions. The analysis synthesizesdata from UNESCO reports, national registries, and economic assessments of cultural tourism in Serbia between 2018 and 2023.Thestudyincludesqualitativeinsightsfromgovernmentandtourismsectorpublications,combinedwithquantitative estimates of ICH-related revenues. • Serbia’sICH-relatedactivitiesgeneratedanestimated€150-270millionannually,withasignificantsharefromfestivals, traditionalcrafts,andculinarytourism. • TheGučaTrumpetFestivalandSlavacelebrationswereidentifiedaskeycontributorstoculturaltourismrevenues. • Ruralareasbenefittedsignificantlyfromtraditionalcraftsandagro-tourismlinkedtoICHpractices. Despiteitspotential,theeconomicbenefitsofICHinSerbiaremainunderutilizedduetochallengessuchaslimited funding, inadequate promotion, and threats of over-commercialization. Strengthening policies and community participation is essentialforsafeguardingandoptimizingthisresource. info:eu-repo/semantics/article 2025 application/pdf 1293307 bytes Intangible cultural heritage, Serbia, cultural tourism, traditional crafts, economic development, sustainable heritage. Field:CulturalHeritageManagementandEconomics All rights reserved https://unilib.phaidrabg.rs/o:7435 ISSN: ISSN2955-2036 SCIENCE International journal startpage: 13 endpage: 17 Матовић, Ана Арсенијевић, Оља