文章提出湖南省旅游纪念品设计的拓展方向应建立在继承与发展传统民间工艺上,进行内在文化内涵上的挖掘特色、品牌经营。追求创新,注重质量,旅游纪念品才能走出尴尬的境地,才能把旅游纪念品的生产作为新的旅游的增长点。 The paper puts forward that the development direction of tourism souvenir design in Hunan Province should be based on the inheritance and development of traditional folk craftsmanship and the excavation characteristics and brand management on the inner cultural connotation. Pursuit of innovation, quality, tourist souvenirs can go out of the awkward position, in order to tourism souvenir production as a new tourism growth point.