The article examines the features of the international legal regime of associative cultural landscapes in the world heritage protection system. It is noted that it is impossible to strictly divide the world heritage into cultural and natural objects, and changes in the system of their nomination are analyzed, aimed at taking into account the connection between cultural and natural attributes of outstanding universal value. The history of the formation of the concept of cultural landscapes is shown, their signs developed in the world Heritage protection system are revealed. The purpose of the study is to find ways to strengthen the legal protection of world natural heritage sites located in the Russian Federation through the use of the international legal regime for the protection of associative cultural landscapes, which has been developed within the framework of the Convention on the Protection of World Cultural and Natural Heritage. The Institute of associative cultural landscapes and the possibility of their international legal protection are being investigated in relation to the conservation of Lake Baikal. A new area of protection for this world heritage site may be the legal consolidation of its cultural value, expressed both in its special religious significance and in its completely unique role for secular environmental ethics. The conclusion is formulated on the expediency of recognizing Lake Baikal as a world heritage site not only according to the criteria fixed for world natural heritage sites, but also as an associative cultural landscape. The recognition of world natural heritage sites located on the territory of Russia as associative cultural landscapes (if there are grounds for that) will allow us to more fully reveal the peculiarities of the culture of the peoples living in these territories and ensure legal protection of associative links between cultural phenomena and natural complexes. At the same time, systematic work is needed to improve legislation on the management of activities for the conservation of world heritage sites.