近年来,云南旅游业正快速发展,已经成为世界各地旅游者心目中理想的旅游地之一,云南旅游经济持续增长,推动了当地经济的快速发展。但是云南旅游纪念品市场开发进程慢,旅游纪念品的设计水平低,无法满足国内外旅游者不断增长的需求。本文针对目前云南旅游纪念品市场面临的实际问题进行深入分析,并提出开发策略,以期解决云南旅游纪念品开发存在的问题。 In recent years, Yunnan’s tourism industry is developing rapidly. It has become one of the most ideal tourist destinations in the world for tourists. Yunnan’s tourism economy continued to grow and promoted the rapid development of the local economy. However, the development process of Yunnan souvenir market is slow and the design level of souvenir souvenirs is low, which can not meet the growing demand of tourists at home and abroad. In this paper, Yunnan tourist souvenir market is facing the actual problems in-depth analysis and proposed development strategies in order to solve the problems in the development of tourism souvenirs in Yunnan.