This article takes the research and development of cultural and creative products of Gannan folk craft as an example to theoretically analyze and research the application and development strategy of tourism cultural and creative products in ethnic areas under the background of cultural and tourism integration. In the context of the integration of culture and tourism, the research and development of tourism cultural and creative products in ethnic areas should be based on field research, based on the scientific and rigorous basic research on material technology and the systematic combing of the process context, the overall "cultural tourism +Traditional craft" classified project planning, condensing regional cultural characteristics, incubating with brand design thinking, realizing market value and cultural communication, interpreting the brand incubation story in practice, enriching local cultural tourism products, and helping the economic and cultural prosperity of ethnic regions.