With the development of tourism, regional image has become the focus of research, with the progress of information technology, the traditional regional image communication effect evaluation model can not meet the needs of new media communication, so in the new media environment, a new regional image communication effect evaluation model is constructed. First, the characteristics of regional image communication are extracted, then the communication media is selected in the new media environment. Finally, the evaluation index of regional image communication is designed, and the evaluation model of regional image communication is constructed. The experimental results show that the evaluation indexes of the designed regional image communication effect evaluation model fit the standard indexes better, which proves that the designed effect evaluation model has good performance and certain application value.