This article is based on the official tourism Weibo data from 25 provinces in China from 2015 to 2017. Two comprehensive indicators activity and interaction are constructed to evaluate the operational effectiveness of tourism official Weibo in various regions. The two indicators of activity and interaction are introduced into the regression model of tourism income, and analyzed using an individual fixed effects model, this paper puts forward five first level indicators of the tourism official microblog marketing effect, namely, "microblog publishers, fans, blog attraction, Pathogen transmission, and communication benefits", and on this basis, it puts forward 18 second level indicators, so as to build an evaluation indicator system of the tourism official microblog marketing effect.