Eco-tourism is booming in China

2018 was declared by the United Nations “International Year of Sustainable Tourism for Development” and this new research highlights the positive signals from both the structures and the travelers, more and more attentive to respect for the environment. 65% of travelers said they were interested in staying at green facilities at least once (compared to 34% last year). In addition, 68% confirm that they may be more inclined to book an eco-friendly structure: the record goes to Chinese travelers (93%), followed by Brazilians (83%) and Spaniards (80%).

A definition of Ecotourism

Ecotourism is a concept that embodies the essence of what it is to travel responsibly and sustainably. It must in fact merge respect for the environment, society and culture of a place visited with local economic development and visitor satisfaction.

Ecotourism ranges from luxury eco-lodges in tropical areas, to alternative tourist paths between mountain villages, to hospitality in low-cost accommodation facilities, to the purchase of exclusively local products.

But it is sometimes also just philosophy, mentality, style of travel. For many, in fact, ecotourism does not mean anything other than traveling respectfully and in harmony with the host countries, taking fewer pictures and more conversation, getting out of their own canons of life and consumption and adapting for a few .


In a market, international tourism, which handles more than 700 billion dollars a year in turnover, even a small but growing niche is a potential gold mine. But this is also why the term ecotourism is unfortunately spent abused by resorts that have nothing, that so called “greenwashing”, just like the growing number of brands that claim that their products are sustainable, but without specifying exactly how.

Allows immediately to raise prices even 30% with a simple repositioning. Always on condition that you do not get pinched on some social …

The dilemma obviously could not lead to the proliferation of dozens of certification systems of the “green labels” that formalize the commitment to the sustainability of a receptive structure. Among those internationally recognized we mention Ecolabel Index, The Green and Green Globeeks to alternative styles.

A new kind of Chinese tourist?

The tourism sector in China is experiencing a real revolution. Tired of being a mere spectator, the Chinese traveler leaves the broken lines for the desire to feel the protagonist of the journey undertaken. The Chinese tourist 2.0, especially the millennial, eschews more and more from the ‘mass’ holiday: he is looking for more man-made destinations and suitable for slow, relaxed, sleepy but mysterious and able to respect the environment. The mantra of the new traveler is that a country is not only its capital, and that is why it is increasingly moving towards less explored paths to discover ‘authentic’ and uncontaminated places.

Bio and green energy

According to a study done in the first half of 2018, promoted by Espresso Green Communication for ConWood, 42% of Chinese tourists prefer eco-friendly accommodation and tourist destinations, and want to take environmentally friendly actions, even on holiday. From the use of green energy, to biological or zero-kilometer supplies, from separate waste collection to consumption reduction. These are some of the good practices that, according to the survey, decree the success of accommodation facilities and tourist locations. This interest is mainly found among young people (58%), and among people from large metropolitan cities such as Shanghai (57%) and Beijing (52%).

Why is ecotourism growing in China?

But what drives an increasing number of visitors to deviate from traditional rules and endure high prices and uncomfortable beds in the name of ecotourism? At the base there is undoubtedly a genuine spirit of conservation and respect for the places visited and the desire to contribute positively with their choices.

More than 80% of respondents to a survey conducted by the Greenme Foundation consider the sustainability of the holiday “a necessity”, and almost 60% say they are willing to pay more. This is a fairly rare case in the green economy especially for Chinese, where consumers’ choices or behaviors are often driven by the logic of “appearing” And since “stand out” in economic terms means to describe consumption, and that the practices of the perfect ecolodge are obviously expensive you inevitably get to pay more for lodgings or tours that would have otherwise been discarded in equal footing. Is it the price to get right with your conscience?

What are the reasons that push Chinese travelers to prefer eco-sustainable holidays? According to the study, in first place there would be a greater awareness of its environmental impact .

To follow there’s the desire to know the local cultural and enogastronomic traditions ,the desire to get in touch with nature , the need to dedicate oneself to personal psycho-physical wellbeing by practicing sporting activities , and the possibility of contributing to the support of the economy and local development .

 Reach your Eco-friendly tourist in China

Even if you are popular anywhere in the world and do not equip yourself with an evolved strategy aimed at China, you are cut off from the games: the one that we propose here to follow, is a list of some main steps to follow to reach the Chinese tourist market.

Travel website

Web sites and travel blogs are always the most used resource by tourists in general and this does not change for Chinese tourists. They are especially interested in planning a trip abroad and in the case of eco-friendly to see if the structure or service reserves a sustainable policy. For your website, simple translations are not enough. It is necessary to have a .cn address as it helps with the loading of the page, but if you do not have a business license in China, you may need an agency to make this registration for you.

Also remember that now 80% of Chinese people search through the phone so a mobile version will help you with your business.

Fundamental point is to do SEO on Baidu.Ormand well to position itself better.Baidu, compared to Google, gives much more weight to the keywords in the anchored texts. For this it is necessary that all the anchor texts to internal links contain selected, relevant and well optimized keywords

Online operators

It does little to sign up for platforms like Booking or Expedia, in fact online booking operators in China are Ctrip, Qunar and eLong, or even travel sites like Tuniu and QYER, Mafengwo and China’s TripAdvisor. In these types of websites we rely heavily on the content generated by users, their reviews. It will therefore be necessary to create a company profile, sharing content and managing reviews, but even if you rely on online operators will be good as they offer good advertising packages.

Spread the word on WeChat

Through the creation and use of Wechat you can make branding of your service. With an official account, companies have a sort of Web page in WeChat, which allows them to share information, connect external websites, promote campaigns and provide services to customers inside the app.

A good way to show and promote your destination is the use of WeChat Moments which is the “visible” part of Wechat in fact users can share stories, photos and videos, similar to Instagram.In addition, Wechat offers the possibility of being close to customers and communicating with them and with new and old partners. This is also the result of the customer service or the WeChat Chatbots.

Finally, the mini-programs are very useful if you want to create a guide within your location or some package for excursions etc.

Collaborate with KOLs

In addition to the various research on the sites and see the e-reputation, another very important factor for Chinese travelers is if a trip is promoted by their favorite influencers. Actually the so-called KOL as they are the biggest success in China and considered the mouth of truth. when it comes to planning long-awaited journeys! They are considered very good which also influence the destination, the hotel and the activities of a Chinese traveler. A collaboration with Key Opinion Leaders is a powerful tool for companies to increase the possibility of being known and creating loyalty from customers.

Capture through videos

In China, the boom in a fast internet network has led to a doubling of streaming video content compared to other countries. Signing up and opening your channel on apps such as Youku and Yizhibo to sponsor your business or destination is a good strategy to use. living already on video is an aspect that is well seen by the Chinese who are preparing a trip.

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  1. Just imagine a colonial mansion in the middle of thousands of acres of tea plantation. That is what you get at Governor’s Mansion.

  2. Hi I am tour operator in Tanzania and I am looking for Chinese market. I am looking for chinese partner to help in promoting my small tour company in China. We have a very good commission for a committed person.
    Here are our top destinations
    -Serengeti National Park
    -Ngorongoro National Park
    -Moutain Kilimanjaro trekking.

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