Abstract: The design of tourism brand image is an effective guarantee for the attraction and competitiveness of tourism products, and it is also a powerful manifestation of brand value and brand effect. Tourism brand image design should focus on the connection with consumer sentiment, and in all aspects should the contextual refinement and personality fused with culture be explored. The planning and integration of the brand image design of tourism destinations is one of the most critical factors, whose construction should be based on the process of information transmission. The core of tourism brand image design is the composition mechanism of content elements and contextual vision, deduced from the core cultural attributes of tourism destinations, consumer sentiment, brand core values, visual perception, and visual language intervention.