Objective:To explore the design and development strategies of tourism cultural and creative products from the perspective of regional culture, so as to provide reference for cultural and creative product design. Methods:Starting with the concept and function of tourism cultural and creative products, this paper explores the influence of regional characteristic culture on tourism cultural and creative products, and studies the development and design strategies of tourism cultural and creative products from the perspective of regional culture. Conclusion:The development of tourism cultural and creative products in the perspective of regional culture needs to highlight regional characteristics with creativity and create tourism cultural and creative design brands; The design of tourism cultural and creative products in the perspective of regional culture needs to clarify the product positioning, integrate the five sense design, tap regional culture, and highlight the creative individuality.