The problems of fixation and preservation of the objects and phenomena related to the intangible cultural heritage of Ukraine are considered in the article. The history of mapping the ethnocultural monuments, especially in the realm of spiritual culture is revealed. An experience of popularization of the intangible heritage objects, as well as the concepts and approaches to the existence of a living tradition developed by scholars of the Institute of Geography of the National Academy of Sciences of Ukraine, is analyzed. Attention is drawn to such issues as ideological pressure on the customary and ritual culture of Ukrainians during the years of the totalitarian regime, as well as to the danger of the spread of pseudo-folklore phenomena, and the need to create an electronic database of the intangible cultural heritage objects. The problems of regional manifestations of ancient and living practices existence of customary culture and the requirement to substantiate more clearly the selection criteria with the aim to include the traditions, holidays and ceremonies, trades and handicrafts, monuments of music and song traditions in the national list.