In view of the problems of the traditional cluster analysis algorithm such as strong dependence on the initial cluster center, the traditional k-means cluster analysis algorithm is improved and the experiment proves that the improved algorithm has a better clustering effect; in view of the problems of the traditional tourism route planning, the improved k-means cluster analysis algorithm is applied to the intelligent tourism route planning scheme design and an intelligent tourism planning scheme based on the cluster analysis algorithm is proposed; the tourists’ preference metric is fully considered, and the experimental results show that the scheme has certain reasonableness and reference value.