Representative List of the Intangible Cultural Heritage of Humanity include the art of Azerbaijani Ashiqs, the The Bulgarian Nestinarstvo fire-dancing rite (video below), the Farmers’ dance of China’s Korean ethnic group, the Japanese Ainu dance and many more. More information on safeguarding cultural heritage can be found here.
Based on the information available on the UNESCO website, it seems that the result of being placed on this list is that cultural groups can receive grant monies to engage in activities and programming that will document, protect, and promote the identified practice. The grant application asks applicants to identify how they will do that effectively and in doing so, educate a broad audience. Some examples of these plans can be foud at this link.
Documentary about Nestinarstvo fire dancing ritual
UNESCO has a fantastic YouTube channel with many many more video examples of intangible cultural heritage practices.