This study examines ritual transformation and cultural identity negotiation in the Tabuik Festival of Pariaman, West Sumatra, and explores their implications for social learning and sustainable tourism. A qualitative case study enriched by an ethnographic perspective was employed to examine how cultural actors respond to changes in the organization and public presentation of the festival. Data were collected through in-depth interviews, participant observation, and documentation and were analyzed thematically. The findings show that the transformation of Tabuik is selective rather than uniform. Adjustments are most visible in festival scheduling, public presentation, and tourism-oriented organization, while culturally significant ritual practices, customary responsibilities, and inherited knowledge continue to be maintained. Cultural identity is negotiated through community decisions concerning which aspects may be adapted and which continue to be maintained as culturally significant. Intergenerational participation also provides direct evidence of social learning, as younger members acquire cultural knowledge, social values, and responsibilities through observation and involvement in festival practices. Theoretically, the study contributes to understanding ritual transformation and cultural identity negotiation as interconnected processes shaped by selective adaptation and negotiated cultural continuity. Practically, the findings highlight the importance of involving local cultural actors in festival management, cultural representation, and intergenerational knowledge transmission. Sustainable tourism is interpreted more cautiously as a potential implication: community participation, cultural continuity, and culturally sensitive adaptation may provide important conditions for more sustainable tourism management in Pariaman, although comprehensive tourism sustainability was not directly measured in this study.