Ecotourism is a hot topic globally, but like any “green” trend, the ecotourism label can be more of a marketing scheme than an indicator of sustainability. In China, ecotourism is even more difficult to define. The term implies no particular environmental awareness. It can include rustic backpacking and closely-managed mass tourism complete with buses and paved roads. It may incorporate cultural education, the opportunity to buy local crafts, or merely a view of a lake.