当前,我国旅游产业已经进入了体验经济时代,体验设计作为一种重要的设计理念和设计方法有望逐步在旅游设计中推广开来。本文基于对体验设计的来源、概念和旅游品牌形象视觉设计的简要介绍和探讨,从四方面分析和论述了将体验设计应用在旅游品牌形象视觉设计中的可行性,并基于体验设计的价值理念和社会背景,就如何更好地进行旅游品牌形象视觉设计提出了一些思路和策略。 At present, China’s tourism industry has entered an era of experiential economy. As an important design concept and design method, experiential design is expected to be gradually popularized in tourism design. Based on the brief introduction and discussion of the origin, concept and visual design of tourism brand image, this paper analyzes and discusses the feasibility of applying the experience design in the visual design of tourism brand image from four aspects and based on the value concept of experience design And social background, put forward some ideas and tactics on how to carry out visual design of tourism brand image better.