Ecotourism is often promoted as a way to support rural development by creating new livelihood opportunities, improving local environments, and strengthening appreciation for cultural heritage. However, our recent study of four ecotourism communities in Wuyuan, China, shows that these benefits do not automatically lead to stronger or more empowered communities.

The research highlights the importance of governance. Community empowerment is stronger when local residents are able to participate in decision-making, take an active role in managing tourism activities, and share fairly in the economic benefits. When decision-making remains concentrated among governments, companies, or external experts, residents may have fewer opportunities to influence how tourism develops and can feel less ownership over projects.

The study therefore shows that sustainable ecotourism is about more than attracting visitors or generating income. Long-term success also depends on creating structures that allow local communities to remain involved after projects have been launched. Clear responsibilities, meaningful participation, transparent benefit-sharing, and respect for local culture can help turn tourism benefits into lasting community empowerment.

Read the full paper: Liu, H., Wan, Z., Yu, Y., Melchior, M., Beumer, C., Martens, P., & Rao, M. (2026).  How Do Governance Arrangements Shape Community Empowerment in Rural Ecotourism? Evidence From Wuyuan, China. Sustainable Development,  e71673.  https://doi.org/10.1002/sd.71673.