This paper explores the design of tourism cultural and creative products in southern China, with the objective of investigating the transformation of the region's abundant cultural resources into appealing tourism cultural and creative products through the application of innovative design methodologies. The study commenced with an extensive review of the extant literature on southern regional cultural characteristics and tourism cultural and creative products. This was followed by a thorough analysis of the prevailing issues in the design of tourism cultural and creative products. The study then provided a comprehensive overview of the status quo and characteristics of tourism cultural and creative product design in the southern region. The paper proposes a design strategy that emphasizes the refinement of cultural connotation, functional innovation, beautification of form, material upgrading, and branding. The study's findings indicate that the design of tourism cultural and creative products in the southern region should prioritize the excavation and preservation of local cultural characteristics, the integration of modern design concepts and technologies, the innovation of product forms and functions, the enhancement of material quality, and the creation of an appealing brand image. Furthermore, the cultural interpretation and experience design of the products should be reinforced to amplify their cultural dissemination effect. This study provides a theoretical foundation and a practical reference point for promoting innovation and industrial development in the design of tourism cultural and creative products in the southern region. This is of great significance for enhancing regional cultural soft power and tourism competitiveness.