Rapid globalization poses threats of destruction to cultural heritage sites and requires comprehensive preservation efforts. The purpose of this article is to examine the impact of globalization on cultural heritage, to identify the current issues and trends, as well as to suggest new approaches to the governmental policy of preserving cultural heritage. This article discusses the problem of preservation of cultural heritage in general and digital cultural heritage in particular. New trends in cultural heritage preservation are considered. The current system of protection of the world cultural and natural heritage sites still requires clarifications on regulatory rules, requirements and procedures. This study can be useful in the sphere of international relations and in cultural diplomacy in particular. The article can be also useful for international organizations, which act in the sphere of culture, international humanitarian cooperation, diplomacy etc. We believe that this study promotes the interest to the intercultural communications, especially in post-USSR countries. There are a lot of modern studies which related with the issues of globalization or cultural diplomacy. The authors first combined these topics and analyzed them in this work.