In this paper, the authors analyze the Hainan Ethnic Minorities handicraft in China Programme-Li Brocade of United Nations Development Programme (UNDP). The development and marketing strategies of the ethnic tourism handicrafts as a tourism product is discussed; while the effective strategies and approaches of protecting intangible cultural heritage according to the characteristics of community of Hainan Li Nationality and Hainan international tourism island are then proposed at the end of the paper.