Under the backdrop of cultural and tourism integration

the protection of Intangible Cultural Heritage (ICH) faces new opportunities and challenges. Cultural and tourism integration not only provides support for the dissemination

funding

and talent cultivation of ICH but also injects unique cultural connotations into the tourism industry. However

ICH protection still grapples with issues such as interrupted transmission

weak public awareness

funding shortages

excessive commercialization

and changes in the transmission environment. This paper analyzes the interactive relationship between cultural and tourism integration and ICH protection

explores the current challenges in protection work

and proposes measures such as innovating transmission methods and strengthening cooperation and exchanges. These measures aim to promote the sustainable protection and utilization of ICH

achieving integrated and co-developmental progress for both culture and tourism.