国家层面提出创新驱动发展战略和“一带一路”经济发展战略,国务院《关于促进旅游业改革发展的若干意见》,提出必须加快旅游改革发展,西安作为旅游城市,基于这样的机遇,应该坚持选择创新驱动发展,注重旅游产品差异化研究。本文尝试通过创新营销手段,加强体验文化建设,不断开发新文化产品,举办各类关于旅游产品设计竞技,注重旅游产品本身附属文化的价值延伸,深度挖掘西安古代文化,开发西安复古游路线等措施构建西安旅游产品差异化开发路径。 At the national level, we put forward the strategy of “innovation and development driven by the” Belt and One Road “and the” economic development strategy of the Belt and Road “. The State Council’s” Opinions on Promoting the Reform and Development of Tourism "put forward the view that tourism reform and development must be accelerated. Xi’an, as a tourist city, Select innovation-driven development, pay attention to the tourism product differentiation research. This article attempts to innovate marketing methods, strengthen experience culture, continue to develop new cultural products, hold various types of tourism product design competition, pay attention to tourism product itself subsidiary culture value extension, excavation of ancient Xi’an culture, the development of Xi’an retro tour route and other measures Constructing the Differentiated Development Path of Xi’an Tourism Products.