The role of ecotourism in regional environmental transformation: evidence from Chinese cities

Purpose This study evaluates whether city-level ecotourism certification can function as an effective indirect environmental policy instrument by reducing industrial pollution. It further identifies the channels through which such effects arise, and derives targeted implications for regional policy design. Design/methodology/approach We use the introduction of China's Prototype-zone of National Ecotourism Attractions (PNEA) pilot program as a quasi-natural experiment and employ a staggered difference-in-differences approach on panel data from 296 Chinese cities covering the period from 2007 to 2019. Findings We find that PNEA certification significantly reduces industrial pollution, particularly in reducing wastewater and sulfur dioxide emissions. The mechanisms driving this effect are the promotion of green technological innovation and an amplifying effect of digitalization on green industrial development. Originality/value This study is among the most comprehensive ones to directly link ecotourism to industrial emissions reduction, highlighting the potential role of ecotourism as a tool for regional sustainable development. By documenting structural effects on pollution and identifying innovation and digitalization as key enabling factors, the study offers actionable guidance for integrating ecotourism certification into broader environmental policy frameworks.