The tour destination marketing has already entered the brand competition period.Brand,being a good way of guiding tourists to identify and recognize the characteristic of the product and the service of a tour destination and let tourists produce an imagination to the originally invisible touring experience and a desire to travel,is gradually concerned by all destinations.On the basis of analyzing the present condition of the Phoenix Ancient City tour destination brand,a complete‘reshape-transmit-manage’marketing system of the Phoenix Ancient City tour destination brand is constructed in expectation that it provides some appreciation for the local administration to improve the competition ability of the Phoenix Ancient City tour destination brand and strengthen its continuous development ability.