As China’s intangible cultural heritage (ICH) faces increasing pressures from modernization and globalization, identifying sustainable pathways for its revitalization has become imperative. This study examines the development pathways of Xiangxi Miao folk songs (XMFS), a representative form of ICH resource in China, through field research and qualitative analysis using NVivo software. The findings reveal a trend toward diversified development, yet challenges persist, including homogenized content, superficial integration with tourism, and selective appropriation of cultural elements. Three focal issues were identified: The current XMFS resource utilization, systemic barriers to their development, and prospective strategies. While culture-tourism integration has expanded the reach of XMFS, it has also exposed critical shortcomings, such as shallow cultural transmission and a disconnect between heritage authenticity and tourist-oriented adaptations. Cultural inheritors often tolerate content distortion, whereas non-inheritors demonstrate limited engagement due to inadequate incentives. To address these gaps, this study proposes enhancing macro-level planning, fostering innovation-driven development, and adopting market-oriented strategies to redefine XMFS’s cultural connotations. These approaches aim to deepen the synergy between cultural preservation and tourism while ensuring sustainable inheritance. By offering empirical insights into ICH revitalization, this research contributes practical frameworks for safeguarding China’s cultural heritage and advancing the ecological vitality of Miao folk traditions in Xiangxi.