| Summary: | This paper presents a part of the wider research of a case study on Bač – a small town in the north‐west of Serbia, inscribed on the UNESCO’s Tentative List – whose aim was to explore if cultural heritage in Bač can be the driving force for the development of cultural tourism and in that way be an engine of local community development. Moreover, it explores if the value and potential of cultural heritage in Bač were recognized by the local community, since the residents are significant actors and can influence the success or failure of the local tourism industry. The results implied the absence of local initiative and their involvement in the tourism development. Although the local community is aware of significance and attractiveness of cultural heritage, it does not recognize cultural heritage in a more beneficial way, as an economic resource.
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