Starting with the cultural and tourism industry in Quzhou,this paper analyzes the development status and characteristics of tourism cultural and creative products at home and abroad,relying on the"Southern Confucius Holy Land,Quzhou courteous"city brand,to explore and extract Quzhou Quzhou's history,culture and humanities,and to integrate the city's distinctive elements into the design of urban tourism cultural and creative products.To inject the culture of"Courtesy"into the city tourism cultural and creative products to better present the image of Quzhou Quzhou city,hoping to help the development of tourism and culture in Quzhou City and better pave the way for the development of courtesy in Hong Kong.