近年来,江苏省休闲观光农业快速发展,加快了传统农业转型升级,拓展了农民收入空间,促进了社会主义新农村和生态环境建设。但也存在由于创意不足、创新不够等造成的同质化现象严重、创新创意人才缺乏、乡村民俗文化缺失、营销宣传推介薄弱等问题。本文探讨在“美丽中国”、“生态江苏”建设的背景下,加强创意创新,为休闲观光农业发展注入持久动力,促进江 In recent years, the rapid development of leisure sightseeing agriculture in Jiangsu Province has accelerated the transformation and upgrading of traditional agriculture, expanded the income space for farmers and promoted the construction of a new socialist countryside and ecological environment. However, there are also problems of serious homogeneity, lack of innovative and creative talents, lack of rural folk culture and weak marketing promotion due to lack of creativity and inadequate innovation. This paper explores how to promote creative innovation under the background of “beautiful China” and “ecological Jiangsu” construction, so as to inject lasting power into the development of leisure tourism agriculture and promote the development of tourism