Based on the development of festival industy,the paper discusses the existing problems,future prospects and suggestions for China’s festival industry.

Zhejiang festival tourism has a strong regional representation,so the author analyzes the status and issues of Zhejiang festive events,and puts forth festive tourism development ideas,constructs three major festival tourism product systems of Zhejiang Province which include landmark festivals,large festivals and day-to-day series and plan various festive themes.

In this article,the author summarizes the concept of festival tourism products,re-recognizes the concept of market-orientation.