Tourism itself is the media. This characteristic behaves particularly outstandingly in the era of new media. To some extent，tourism image has replaced the regional image and the image of the city，and became the platform of regional consensus to build regional brand value and cultural IP system. The DMO and the scenic spots，as well as the enterprise，have “depth” of consciousness，taking efforts on the building the media system internally，and exploiting social media marketing channel externally. Analyzing the cases and trends of tourism marketing in 2016，we can peek changes and new trend of tourism marketing in the new media era. It is useful for promoting the image of a destination brand market competitiveness and building cultural tourism IP through tourism destination branding.