From the perspective of the integration of culture and tourism, people's enthusiasm for the consumption of tourism cultural and creative products is increasing. Therefore, the work aims to discuss the design path and practical plan of tourism cultural and creative products in order to improve the overall quality of tourism cultural and creative products. With the improvement of people's living standards and consumption upgrading, cultural tourism consumption is also heating up. However, the market status of tourism cultural and creative products is not optimistic, and there are still many problems. Therefore, it is necessary to re-examine the design path and practice of tourism cultural and creative products. The design was discussed from the perspectives of integrating regional cultural elements, constructing tourism cultural and creative IP, and creating product brand, and the innovative design was further explored from the aspects of product aesthetics, functionality, culture and emotional attributes. Through analyzing the present situation of tourism cultural and creative product market, the following problems have been found:serious product homogenization and popularization, lack of regional cultural characteristics, few product innovation elements, slow update iteration, etc., and then in view of these bottlenecks, practical examples are discussed, so as to find a design path and effective improvement measures that are suitable for the development of today's tourism cultural and creative products.