Abstract: Under the background of rural revitalization strategy, in order to improve the continuous deepening of urban-rural duality and promote the development of higher vocational education, this paper studies the concept and content innovation of higher vocational colleges serving urban-rural integration under the background of rural revitalization strategy. This article focuses on the current development of higher vocational colleges, and draws lessons from other universities’ advanced fusion concepts and the idea of internet plus to promote integration concept. Combined with the methods of establishing and improving the talent training mechanism of higher vocational colleges and designing relevant integration courses of higher vocational colleges, we can realize the content innovation of higher vocational colleges serving urban-rural integration.