Traditional sports and games (TSGs) represent a heritage from the past that has been preserved into the modern era. After being included on the UNESCO Intangible Cultural Heritage (ICH) List, TSGs were formally acknowledged as an important aspect of cultural heritage. TSGs are an integral part of Serbian heritage and identity, and also of other peoples of the former SFR Yugoslavia. Unlike some other countries in the region, TSGs in Serbia are not listed in the National Register of ICH, indicating a lack of recognition of their importance. The promotion of TSGs in Serbia today is primarily achieved through event tourism. This research analyzes the results of a national project aimed at preserving and revitalizing TSGs while highlighting their endangered status. The survey results confirmed that only a third of survey respondents (35%) attended an event that promotes TSGs, highlighting the need to promote such events and boost community interest. The vast majority of respondents (over 80%) agree that TSGs can be marketed through tourism. Further analysis confirmed that women and respondents with lower education had more positive attitudes. The focus group identified the lack of knowledge transfer and weak support from the local community as major obstacles to the affirmation of TSGs.