Abstract: The tourism slogan is considered as an imperative strategy for the marketing or advertisement of tourist attractions. The tourism slogan, core of marketing, should successfully deliver USP. This study employed the normative content analysis method to research the characteristics of the tourism slogans of China's 5A rated tourism attractions based on unique selling proposition (USP) theory. It should be understood that the majority of tourism slogans of the 5A rated tourism attractions could not deliver USP. To enhance the effectiveness of tourism slogan, unique selling proposition should be the primary principles when marketing managers design tourism slogan in order to fully convey the unique scenic value and attract tourists.