The work aims to explore various design forms and innovative methods of tourism cultural and creative products under the nourishment of regional culture. The regional culture of China has been inherited and developed with the pace of the times, the essence of which has given valuable experience and new inspiration to the field of culture, art and design. Based on the reality of this development background, the possibility of integrating regional culture elements into design of tourism cultural and creative products was put forward from the application and development perspective of product design. With the combination of these two important values as the basis, the design ideas of tourism cultural and creative products, such as exploring elements, determining audiences and enriching categories, were put forward. The effective application and innovation in levels such as culture, function and emotion were discussed. Design of tourism cultural and creative products from the perspective of regional culture should cater to the modern aesthetics with rich connotation and cultural attributes. In addition, it should also highlight the unique creativity of designers and construct a perfect combination of people, products and culture with people's daily life and regional culture as the main reference, so as to achieve good social effect with rich and unique tourism cultural and creative products.