At present, the development of ecotourism in depth and width in our country still can not satisfy the need of economic development and the desire to improve people’s living standard. With the development of China’s socialist market economy and the improvement of people’s income level, the demand to the consumption of ecotourism will increase, and then the ecotourism will play a much more important role in the development of national economy. From the concepts and features of ecotourism, this paper introduces the existing types of ecotourism and the present situation of its development. And then this paper turns to analyze its main part—the ecotourism in Linan. With the SWOT analysis method, this paper firstly expounds Linan’s strengths, weakness, opportunities and challenges in developing ecotourism. And then drawing lessons from the strategies adopted by Japan in developing ecotourism, this paper makes analysis of the market position of ecotourism in Linan, and then puts forward some suggestions and countermeasures in the course of developing ecotourism in Linan with the hope to have a positive effect on it.
