objective:to explore the value of tourism cultural and creative products in the context of tourism integration, to explore ways to optimize the design of tourism cultural and creative products, to maximize the value of tourism cultural and creative products. Methods:by using the method of literature, case and the train of thought of "Putting forward a problem-solving a problem , we can find out the problems existing in the design of tourism cultural and creative products in our country, and with the case to explore a targeted solution. Conclusion:in order to solve the problems of homogeneity, weak IP awareness, lack of intension and lag of product design in the current tourism creative product design, we should pay attention to personalized innovative design, promote IP incubation, focus on brand awareness building, extract design elements from specific regional tourism resources, while combining tradition and fashion.