With the wealth of people’s tourism experience and the improvement of tourism demand，the boundary of the cultural tourism industry is expanding，and presents the characteristics of integrated development with agriculture，industry，sports and other fields of social production and social living gradually. The development of the cultural tourism industry is facing the challenge of transformation and upgrading by reviewing the development context of the cultural tourism industry and integrating the current social development trend and concept. As the core element of the development of the cultural tourism industry，creativity plays an important role in promoting the in-depth integrated development of industries，enriching types of business forms and expanding industrial boundaries. Starting from the definition of the cultural tourism industry，the paper analyzes the current situation，and discusses the new trend，and puts forward some suggestions to further promote the development of the cultural tourism industry.