This work primarily addresses the intangible cultural heritage of Istria, its conservation and its continued transmission from generation to generation. The negative impacts of globalization and modernization, frequent migrations and the daily flow of people in the modern world are increasingly endangering different cultures, especially those in smaller countries who risk losing their customs and traditions. It is therefore important to stress how intangible culture is truly fragile and if we genuinely want to preserve it, we first need to become aware of it as such. On the contemporary Istrian territory some customs have been so suppressed that they are remembered only by few older inhabitants. In order to prevent further loss and extinction of Istrian intangible cultural heritage, the local population has, in recent years, developed and each year continues to develop a number of innovative and contemporary ways to ensure its continued transmission. The paper is divided in four basic units. The introduction describes the topic of the paper and outlines the hypothesis, the purpose and the goal of the research. The first unit provides a general outline of the concept of cultural heritage, the second explains in more detail the concept of intangible cultural heritage. The third part, which is also the most important part of the paper, expounds the intangible cultural heritage of Istria through elements specific for the area: speech, food, traditional dress, dancing, music and instruments, folk customs and beliefs, traditional architecture and old crafts. The fourth unit presents examples of preservation of intangible cultural heritage in Istria today. The paper ends with the author’s conclusion in respect of intangible cultural heritage in the modern world and how to treat it in the future in order to preserve it, save it from oblivion and secure its transmission to future generations.