The image slogan of China Tourism Day is "Love Travel, Love Life". The slogan is simple, lively, loud and easy to grasp, which highly summarizes the theme of China Tourism Day, and advocates more China people to go out of their homes and participate in tourism activities extensively to improve their quality of life.

May 19 is China Tourism Day every year, which is an illegal holiday.

The festival originated on May 19, 2006. Ma Shaoqin of Ninghai, Zhejiang proposed to set up "China Tourism Day" in the name of Xu Xiake Travel Club in Ninghai, and suggested that the opening day of the first diary of Xu Xiake's Travels (May 19) be named China Tourism Day.