The production of pottery in the traditional manner using local raw materials can provide insights into the provenance of ancient artefacts. This study uses mineralogical analysis to evaluate the raw clays and tempers used for pottery production in Zlakusa (western Serbia). Particle-size distribution, plasticity, X-ray fluorescence spectroscopy, X-ray powder diffraction, scanning electron microscopy/energy-dispersive X-ray spectrometry and differential thermal analysis techniques were applied. The mineral phases identified in the raw clay sample are kaolinite/halloysite, mica/illite, smectite, quartz, paragonite, feldspar, calcite and hematite. The clay body sample is a mixture of raw clay and crushed calcite in a ∼50:50 ratio, which was confirmed using various techniques. We have also considered and investigated the technological potential of the sampled materials, taking into consideration their actual and potential applications. It was confirmed that the clay body may be used in the manufacture of bricks and pottery, but its industrial application is limited by the paste recipe.

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Intangible cultural heritage, as a factor of promoting and developing cultural and national identity, is the focus of attention of the UNESCO, UNWTO and other international organizations specializing in the protection and promotion of culture and tourism, thereby generating tourism demand. The tourist offer of Serbia includes intangible cultural heritage which is modestly and inadequately presented and interpreted. This project is the result of research for the development of national strategies in tourism and the investigations of the intangible cultural heritage as a tourism potential. Its aim is to highlight the importance of intangible heritage as a factor involved in generating the critical mass of the contemporarily interpreted cultural tourism products which can significantly enhance the competitiveness of the tourist offer of Serbia.