This chapter explores the intricate relationship between intangible cultural heritage (ICH) and sustainable tourism, delving into the challenges, strategies, and ethical considerations involved in preserving the past for a sustainable future. The study first discusses the various aspects of ICH and then addresses the challenges associated with preserving ICH in the dynamic landscape of evolving tourism trends, emphasizing the threats to authenticity and the need for sustainable management. The chapter contends that sustainable tourism can serve as a powerful catalyst for the preservation and development of intangible cultural heritage. Through an in-depth literature review and analysis of previous studies on ICH and sustainability, as well as an examination of successful initiatives, the synergistic relationship between sustainable tourism and ICH conservation is illuminated. Strategies for developing sustainable tourism around ICH are proposed, highlighting the importance of community engagement, collaboration with local stakeholders, and the integration of traditional knowledge into tourism planning to ensure equitable benefit distribution and foster inclusivity. The discussion extends to ethical considerations, emphasizing responsible tourism practices that prioritize cultural sensitivity and mutual respect. The chapter offers a collection of best practices, drawn from diverse cultural contexts, to illustrate successful models of sustainable tourism development centered on intangible cultural heritage. The chapter outlines future prospects for the intersection of ICH and sustainable tourism, providing recommendations for policymakers, practitioners, and communities. The aim is to guide the sustainable development of tourism activities that not only preserve intangible cultural heritage but also contribute positively to local communities and foster a deeper understanding and appreciation of cultural diversity.