Abstract: By the analytical way of SWOT， it is pointed out that building red-tourism brand in Hunan province has the advantage of resourse, development basic， policy support and strong tourist demands et al.. At the same time，some weaknesses exist such as resourse decentralization，product singularity，low economic benefit，incomplete tourist infrastructure and low-quality staffs. It is facing up with threats such as lower-quality tourists and drastic competition. Then some countermeasures about building red-tourism brand in Hunan Province are put forward from three aspects: tourist destination brand, tourist product brand, tourist enterprise brand.