In the process of decentralisation of cultural heritage management in Bulgaria, it is a challenge for local authorities to develop and implement effective local policies for the protection and promotion of the immovable cultural heritage of local importance. To what extent do the municipalities manage to cope in the changed environment, what issues do they face, and what are the characteristics of the context in the municipalities – these are some of the questions that are analysed, based on focus group discussions, conducted within the ethnological study in the period May-June 2022 in four municipalities in Bulgaria – Sandanski, Balchik, Kavarna, and Garmen.