objective:To explore an effective way to design and develop museum creative products under the background of integration of literature and tourism, and to enhance the vitality of museum creative products. Methods:Using the method of literature, theory analysis and case study, some cases were listed to optimize the design and development of cultural and creative products in museum. Conclusion:After the implementation of the new model of cultural tourism, in the process of designing and developing cultural and creative products in museums, we should grasp the design orientation of cultural and creative products, understand the demands of users, highlight cultural uniqueness, and strengthen product innovation To extract typical symbols and endow cultural characteristics of cultural and creative products; to study the local tourism industry in depth, broaden the product development and sales channels; to build quality brands and focus on brand image building.