This paper aims to explore the regional expression strategy in the design of tourism cultural and creative products. Looking at the changes of social environment and people’s spirit from the perspective of integrity, this paper leads to the mission of tourism culture and product design under this background and the necessity of innovation in form and content. And starting from the current situation of the development, from deep inside surface, this paper digs the advantages and disadvantages, points out that tourism culture and the regional expression of product design has a long way to go, which must be paid attention to and demonstrated in practice, and then summarizes the integration attempt strategies of form, content and brand under the guidance of the lack of regional characteristics, brand and cultural connotation. With the continuous improvement of people’s emphasis on spiritual consumption, the value of cultural and creative products has become increasingly prominent. Under this background, the design of tourism cultural and creative products has gradually developed and diversified integrated with regional elements, realizing the integration of practical value, lifestyle, aesthetic appreciation and other functions, but this integration is based on rational utilization, blindly implanting regional cultural elements can only be counterproductive.