The emphasis on towels is a reference to Hitch-hiker's Guide to Europe by Ken Welsh, which inspired Adams' fictional guidebook and also stresses the importance of towels.
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In Ecuador, Radio City, a BBC affiliated radio station, interviewed one of the organizers of Towel Day in Toronto to introduce their listeners to Towel Day.
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The original quotation that explained the importance of towels is found in Chapter 3 of Adams' work The Hitchhiker's Guide to the Galaxy.
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The date was chosen as to commemorate the release of the first Star Wars film, A New Hope on 25 May 1977 (see Star Wars Day), but shares the same date as two other similar fan "holidays": Towel Day, for fans of The Hitchhiker's Guide to the Galaxy trilogy by Douglas Adams, and the Glorious 25th of May for fans of Terry Pratchett's Discworld.
A separate initiative for observing Geek Pride Day on May 25 is based on the Star Wars connection along with ties to The Hitchhiker's Guide to the Galaxy (see Towel Day) and Discworld.