According to the disordered situation in Chongqing tourism souvenirs market, this paper aims how to use intangible culture heritage, the representative and special dynamic culture, to design and develop the tourism souvenirs with local characteristics and with suiting higher aesthetic demand of the consumers. Through the refining and analysis of the intangible culture heritage, by combining with tourism souvenirs design practice, the tourism souvenirs can be expressed by image processing to summarize how to interpret intangible culture heritage by image processing in the visual era. Such two concrete strategies as real image, character and shape as well as refined cultural symbol to interpret the souvenirs are provided. Thus, at the time of developing animation industry, the development and promotion of intangible culture heritage to realize its transformation and regeneration in the culture of tourism souvenirs design is the content worth being continuously studied.