An agglomeration of tourist cities has been formed thanks to the construction of the Guangdong-Hongkong-Macao Greater Bay Area，which is jointly advanced by 11 cities. In that case，the competitiveness of the regional tourism market can be enhanced based on the co-building tourism brand for the Area. In this paper，a system for evaluating factors affecting tourism brand power in the Guangdong-Hongkong-Macao Greater Bay Area has been constructed. On this basis，advantages and disadvantages of tourism services can be evaluated using IPA analysis. Moreover，according to the IPA analysis，the recognition and construction of cultural heritage tourism services in the Guangdong-Hongkong-Macao Greater Bay Area should be raised before the promotion of tourism service brand power in the Area. Furthermore，the characteristic service design of tourism products should be highlighted. And finally，the environmental build for tourism service should also be improved.