This paper discusses how to shape the brand image of tourism.

-Strengthen the management of tourism services with the goal of improving quality. Actively promote the standardized management of the industry, and strictly evaluate and examine star hotels; Continue to carry out the evaluation of "green tourist hotels" and star-rated hotels in the city's hotel industry, and organize Wuhai Hotel, represented by Binhe International Hotel, to carry out star upgrading; Continue to strengthen the inspection of the tourism market, unite with the public security, industry and commerce, taxation, price, culture, transportation and other departments, focus on dealing with illegal acts that disrupt the market order, and reduce the rate of tourism complaints.

-Accelerate the cultivation of large-scale backbone tourism enterprises. Through policy guidance and financial support, tourism enterprises are encouraged to become bigger and stronger through merger and reorganization, and the information resources of the top 50 travel agencies, large-scale tourist attractions and tourism development companies in China are retained, and large-scale tourism enterprises are introduced to complete the optimization and reorganization of tourism enterprises.

-Intensify training to improve the quality of tourism professionals. Hire experts to train tourism professionals for our city, give full play to the advantages of vocational colleges, speed up the training of senior and intermediate tourism management talents and practical talents, and improve the level of tourism services.

-Take striving for excellence as the carrier, and improve the tourism commendation mechanism. Do a good job in the evaluation and reward of the best star-rated hotels, excellent travel agencies and excellent tour guides, promote the on-the-job training of enterprises and improve the service level. Continue to hold the "skills competition for hotel employees in the whole city", select outstanding chefs and waiters, and establish a group of advanced collectives and typical figures in the tourism industry.