Spanning over 5000 years, Chinese cultural heritage carries historical memories and represents unique genes and symbols of Chinese civilisation, holding a profound influence on the Sinic cultural sphere in China and elsewhere (e.g., Vietnam). As an evolving integration of culture and tourism, Chinese heritage tourism today supports people's need for a better life through high-quality development. This chapter adopts a multi-case study approach assessing the preservation, utilisation, and recommendations associated with heritage tourism in Chongqing, China, focusing on the Ciqikou Historical and Cultural District and the Water Dragon Praying for Rain Ceremony as examples of tangible and intangible cultural heritage, respectively. Suggestions from study findings help cultural heritage come to life, return to the people, and contribute to a symbiotic and sustainable relationship between heritage and tourism, with broad implications for heritage tourism planning in Asia and beyond.