Abstract: The English translation of publicity-orientated intangible cultural heritage tourism should be pondered under the ecological environment composed of many aspects such as language, culture, communication, society, translators, readers and so on. When translating, translators should make the adaptive choice in the three dimensions of language dimension, cultural dimension and communicative dimension, in order to achieve the translation with a higher degree of adaptability, so as to enhance the effect of foreign publicity of intangible cultural heritage tourism.