旅游业发展至今,一地的城市旅游形象越来越成为人们关注的焦点。城市旅游形象对一地旅游业的影响发挥着重要的作用。所以,一个旅游城市必须拥有独特的、有吸引力的旅游形象,更要利用强有力的推广手段将它传递给更多的人。本文以锦州市为例,阐述了锦州应如何规划旅游形象和传播。 Tourism development so far, a city’s tourism image has become the focus of attention. The impact of urban tourism image on the tourism industry plays an important role. Therefore, a tourist city must have a unique and attractive tourist image, but also to use a powerful promotional tool to pass it to more people. This article takes Jinzhou City as an example, expounds how to plan the tourism image and communication in Jinzhou.