Sustainable concept is gradually becoming the important theory in the field of product design. Above this background the article puts forward the tourist souvenirs design strategy. This article states the literature review of the theory about tourist souvenirs design, from the aspects such as regionalism, culture, t h e m e t h o d o f d e s i g n w e r e a n a l y z e d and summarized. It is thought that the souvenirs should adhere to the concept of sustainable design by applying the design and evaluation methods of full life-cycle concepts, sustainable perceptual service system. Therefore, the innovation will emerge with the strategy of design driven, and the development of society will be promoted.