Tourism is an important part of achieving the green transformation of industries in the new era in China. As the core resource of the tourism industry, tourism intellectual property rights determine the rise and fall of the tourism sector. Although the protection of tourism intellectual property rights in China has improved compared to before, traditional infringement issues still exist, and new types of online infringement problems are emerging one after another. To address the risks and challenges in this situation, China should actively improve the legal system for tourism intellectual property rights, enhance the professional level of enterprises in protecting intellectual property rights, reform the management system for tourism intellectual property rights, and build a digital protection system to deal with new types of online infringement, so as to regulate the order of the tourism market, stimulate the innovation vitality of enterprises, and provide a guarantee for the sustained and healthy development of China’s tourism industry.