Targeted at solving the problems of weak identification, serious homogeneity of tourism products of Dujiangyan in the market, and few tourism products development with regional cultural characteristics, taking regional cultural elements as the core of tourism product design of Dujiangyan, the paper aims to propose the design strategy of tourism products. In a gesture to better study the design of tourism product of Dujiangyan, the research starts with the regionalization and cultural connotation. By analyzing the current situation of tourism products, regional cultural elements and the development trend of tourism products under the background of new tourism era, combined with the concept of emotional design and exploring user experience, the design and development mode of Dujiangyan tourism products is summarized. In the meanwhile, Li Bing stone statue and v-shaped dike water conservancy project elements are taken as examples to carry out product practice. The tourism product design strategy in line with the regional characteristics of Dujiangyan is put forward, that is, establishing brand awareness and creating IP image. Taking regional cultural elements as the design core, it is a design strategy to strengthen emotional interaction and integrate with technology. This strategy gives tourism products a deeper connotation and develops more tourism products with regional cultural characteristics, so as to promote the integration of historical culture and commercial value and provide design strategies and ideas with application value and reference for the same type of tourism products as well.