The UNESCO World Heritage city of Jaipur boasts an enduring synergy between its architectural splendor and the vibrancy of its intangible cultural traditions. This paper explores the role that traditional festivals and processions such as Gangaur, Teej, Diwali and Makar Sankranti play in sustaining the city’s architectural heritage. These events revitalize and preserve historic urban spaces such as roads, courtyards, temples and havelis, ensuring their continued cultural relevance and physical sustenance through ritual use. The main objective of this study is to analyze how these festivals contribute to the spatial and social preservation of Jaipur’s historic center. Through ethnographic research, spatial mapping and heritage documentation, the paper explores examples such as the Gangaur procession, which traverses the ancient roads of the walled city and reinforces the maintenance of gates, squares and temple precincts. Similarly, the vibrant Diwali celebrations highlight Jaipur’s architectural heritage, highlighting its aesthetic and symbolic importance, while the kite-flying festival of Makar Sankranti enlivens rooftops and traditional courtyards, encouraging the continued use of heritage spaces. Teej, with its complex rituals and community gatherings, further illustrates how intangible practices sustain the built environment. The paper recognizes festivals and processions as integral parts of active conservation of architectural heritage and advocates for a holistic conservation approach. The findings highlight the need to integrate these living traditions into the heritage management framework in line with the vision of Viksit Bharat 2047 where culture and urban development co-exist harmoniously to shape a sustainable future for the heritage city.