人们生活水平的提高,休闲旅游成为越来越多人闲暇时候的选择,在国民消费步入快速转型升级的重要阶段,旅游业正迎来黄金发展时期;同时,旅游业也处于矛盾凸显期,丰富的低端的旅游产品供给已经无法满足人们的高质量的出游需求,倒逼旅游业供给侧改革。为了更快地凸显北海休闲旅游城市的特征,本文结合快速发展的北海旅游业,探索思考塑造“一带一路”背景下北海旅游新形象的策略。 People’s living standards improve, leisure and tourism has become more and more people’s leisure time choice. In the important stage of the rapid transformation and upgrading of national consumption, tourism is ushering in the golden period of development. At the same time, tourism is also in a period of contradictions, Rich supply of low-end tourist products have been unable to meet people’s high-quality travel needs, forcing tourism supply-side reform. In order to more quickly highlight the characteristics of the leisure tourism city in the North Sea, this paper explores the strategy of shaping a new image of the North Sea tourism under the background of the “Belt and Road” in combination with the rapid development of the North Sea tourism industry.