Ecotourism is a form of sustainable tourism where people travel to natural areas with the additional aims of enhancing the conservation of the environment and improving the well-being of the local community. This thesis develops guidelines for ecotourism on World Heritage sites in Sichuan Province, China. Starting with a detailed analysis of the importance of the principles discussed in the ecotourism discourse, the author develops an analysis framework by listing principles based on duties of various stakeholder groups (tourists, local community, and management) in most discussed effect domains (environment, economy, and social-culture). The specific Chinese tourism background requires additional guidelines in balancing economic development and the increasing number of tourists. The modified analysis framework is applied to two cases in Sichuan Province (Shunan Bamboo Sea and Mount Emei Scenic Area) in order to evaluate the practical value of the guidelines for ecotourism in opportunities and challenges in China.