In the context of the current economic globalization, the protection of intangible cultural heritage is of great significance to the protection of traditional culture and cultural independence. We suggest that development should be carried out on the basis of the protection of intangible cultural heritage, but the ultimate purpose of the protection of intangible cultural heritage is to promote the protection of intangible cultural heritage through the development of intangible cultural heritage. Intangible cultural heritage needs to be inherited and carried forward, and the development of local tourism needs cultural support. How to integrate the two is worth studying. Taking Huzhou Intangible cultural heritage as an example, this paper studies the complementary and mutually promoting relationship between the creation of intangible cultural heritage brands and the inheritance of intangible cultural heritage, and proposes to rely on the promotion of intangible cultural heritage brands, so as to promote the inheritance and development of intangible cultural heritage.

在当前经济全球化的背景下，非物质文化遗产的保护对保护传统文化和文化独立具有重要意义。我们建议在非物质文化遗产保护的基础上进行发展，但是保护非物质文化遗产的最终目的是通过非物质文化遗产的发展促进对非物质文化遗产的保护。非物质文化遗产需要被继承和发扬，当地旅游业的发展需要文化的支持。如何将两者融合在一起是值得研究的。以湖州非物质文化遗产为例，