This chapter explores some of the unique challenges in managing intangible cultural heritage, especially for tourism. Intangible cultural heritage represents the practices, representations, expression, knowledge and skills that are recognized as part of cultural heritage. The key codes and conventions, especially UNESCO’s convention, are discussed, along with the three-stage approach to safeguarding intangible heritage and heritage arts. The chapter highlights that part of the difference between tangible and intangible heritage is that intangible heritage requires the presence of people to give it life. Consequently, cooperation and participation of a range of individuals is essential, otherwise it risks becoming little more than shallow performance. As a result, “living treasures” represent a special group of custodians. The five main domains of intangible cultural heritage are discussed, including: traditional craftsmanship; social practices, rituals and festivals and events; performing arts; oral traditions and expression; and knowledge and practices concerning nature and the universe. The chapter concludes with the greatest challenge from a tourism perspective – converting something that is essentially private and personal into something to be consumed by tourists without losing its authenticity. A number of strategies are identified.