The Chinese government's decision to mark 2009 as Ecotourism Year has raised some questions. Hopefully it is a step in the right direction.

China’s tourism bureau has declared 2009 the Chinese Ecotourism Year. In a notice issued to all local tourism administration bureaux around the country, the China National Tourism Authority (CNTA) noted the growing popularity of ecotourism products among both domestic and international visitors, and the rapid growth of the sector in China.

Product development
The notice – which does not define ecotourism – also urged tourism administration at all levels to adopt the theme in the areas of product development, marketing and promotion, as well as operation and management.

Other targets include raising awareness of ecotourism and contributing to turning China’s travel sector into a sustainable and eco-friendly industry.

Shao Qiwei, director of CNTA, says: “I hope the whole national tourism system can create a good social environment where ecotourism is valued, participated in and promoted.” 

But the definitions of ecotourism are broad and sometimes murky — and in China, this can be stretched to include venues situated near nature, even in the forms of parks or gardens.

But general principles that are widely cited include minimising environmental impact, building environmental and cultural awareness, and favouring sustainable development of cultures, communities and the environment.

Green options
Ecotourism options for corporate groups are not lacking within China. Beijing-based WildChina specialises in sustainable travel and has a stated commitment to “protecting the natural environment through the promotion and support of conservation efforts, recycling and ecologically sensitive tours”.

The firm, which has worked with Nike and McKinsey, is also committed to training and employing local personnel, thus promoting the economy of local people and communities.

It has organised conferences in remote regions of China and also offers homestay programmes and trips to minority villages.

Client demand
“It’s usually the more eco-aware companies which try to incorporate eco-friendly practices into their businesses and that are more interested in ecotourism options, as this is also a part of what they do,” says Gabriela Lo, managing director of Naked Retreats.

Naked Retreats is a company that operates a number of standalone houses within a village in Moganshan, about three hours from Shanghai. It has hosted several corporate groups ranging in size from five to 30, for companies such as Ikea and Bayer, and offers activity-based teambuilding trips that include outdoor activities.

Challenges ahead
As environmental awareness increases globally and more businesses are keen to be perceived as being eco-friendly, demand in this particular sector of travel is set to grow.

But even with official support, there are still challenges. Brian Yin of Destination China notes no marked increase in interest or enquiries for ecotourism options from the company’s clients.

“In fact, I think enquiries have gone down,” he says, but conceded it might be part of the general downturn due to the difficult economic conditions internationally.

And while CNTA’s initiative might eventually lead to more government support for the development of ecotourism products, Yin says: “I don’t think the CNTA initiative is going to make much difference on demand.”