In the present time of growing globalization, intangible cultural heritage is an important factor in maintaining cultural diversity and its understanding fosters intercultural dialogue and promotion of mutual respect for between living cultures. In an increasingly globalized world, intangible cultural heritage is a phenomenon that needs, above all, protection, deliberate and organized management and responsible use in order to survive alive, authentic and unchanged. Raising awareness about the importance of the intangible cultural heritage of members of cultural communities, groups or individuals promote a sense of belonging and continuity, respect for diversity and mutual understanding. On the other hand, in the tourism sector there are trends of active travel, full of experience, education and personal growth and development in contact with different cultural circles. Tourists on their travels seek a sensational and unforgettable experience of the destination. The tourism sector and the cultural sector in synergy have the potential to create a cultural-tourism sustainable and competitive product that create a recognizable destination in a crowded market and thus enables its growth and development in the economic, social and cultural segment. Sustainable and responsible use of the intangible cultural heritage in tourism products is possible only through partnerships. True partnerships between the local community, the tourism sector and the heritage sector can be achieved if all parties respect each other's aspirations and values. Tourism stakeholders need to become aware of the complexity of cultural heritage management, and managers in the cultural heritage sector must seek to understand the complex phenomenon of tourism and its trends. With mutual understanding, these two segments can foster the long-term and sustainable development of a community that is the ultimate carrier of humanity's intangible cultural heritage.