When the tourists leave scenery, leaving the memory of the travel is beautiful, more importantly,it will seduce the tourists nostalgic feelings with souvenirs. At this point, travel souvenirs as role of culture tie with emotion. Whenever the tourists see the souvenirs, recall tourism unconsciously. From the anthropological sense, souvenirs annotation is emotion, the recall of scenery from tourists. souvenirs have different interpretations, not only as appreciation of literature, but also there is a deeper meaning, feelings of cultural tourism. Tourism is a high level of spiritual consumption, tourists pay more attention to the process of experience. When tourists buy souvenirs successfully, experience of feeling was being stored into tourist brain. although this is the same kind of tourist souvenirs, tourists will buy ,because there are different significance. The realization of feeling will be more profound. Meet tourists to buy souvenirs, the cultural extensive is more important. Design of tourist souvenirs have to create and foster tourism ,tourism is aware of brand, seize the tourist satisfaction ,specially cultural needs of consumer is psychological mark. Fully utilize tourist souvenirs as tangible asset to advertise to promote, tourist souvenirs promulgate influence. Therefore, tourism development would promote the souvenirs,tourist souvenirs is marketing of destination ,we can put it together,when the tourism is mature,we should exploit the souvenir,only like this ,it will establish tourism chain,it will enter benign cycle to demonstrate the culture of enterprise,now you can understand the essence of souvenir,culture is concrete not so abstract,because you can touch it ,but it need cultural sediment to get it.