In view of the current problem that tourism product packaging fails to pay sufficient attention to and meet the emotional demands of users, this paper explores the specific application of user empathy in tourism product packaging design from the perspective of users, so as to enhance the emotional value and market economic value of tourism products.The application of user empathy in packaging design is analyzed by using Norman affective level, the cultural elements for design are extracted through text data mining; KJ method, semantic difference method, SPSS and other methods are used to extract the main perceptual vocabulary influencing the packaging design. Project design is completed based on the cultural elements and perceptual vocabulary, and program evaluation is conducted in conjunction with the Likert scale.Thepackaging design of Bitan Piaoxue Tea is used to verify the feasibility of the packaging design method based on user empathy. The packaging design method based on user empathy is a method that makes full use of the user's perceptual needs to guide the design practice, it can effectively meet consumers' emotional appeal and experience demand for tourism product packaging.