Abstract Intangible cultural heritage (ICH) concerns “the practices, representations, expressions, knowledge and skills” that belong to communities and are held by specific members. It is not static, but it continually transforms and innovates. Elements of ICH are deeply rooted in territories and communities and represent critical factors for creating new global and competitive scenarios. How can this heritage be safeguarded and, above all, why is it important to safeguard it? By bridging past and future, ICH fuels social and economic creativity. Thus, this research will firstly stress the role of ICH as a source of creativity and innovation. Then, on the basis of different case-studies, we will explore various approaches to the safeguarding of this heritage, showing the limits of a protection system centered on individuals and creators and the challenge of a more extensive one, taking into account the specific nature of these skills, knowledge and cultural practices, constantly innovating, and nourishing creative processes.