Over the past decades, the intangible cultural heritage has been alarmed by an increasing number of challenges such as globalization, modernization, economic booms and finally changes in life styles and cultural contexts. As a result, many forms of intangible cultural heritage are being lost. So, there is an urgent need to safeguard it and ensure its sustainability, as it is considered an important component of tourist attractions in many destinations. Recently, storytelling has gained much attention as an innovative means of competitive destination marketing, as stories can give emphasis to the unique aspects of a place or a destination that cannot be replicated. Therefore, this paper focuses on exploring how storytelling can be used as a new tool for documenting, safeguarding and marketing the intangible cultural heritage, especially in local communities.