Abstract: In the context of the 'new normal' economy,this article summarized ecotourism industrial characteristics through various aspects in terms of industrial restructuring,the low-end features of consumption expenditures,short-distance road trips in ecotourism,the competition of the same tourism resources in the same region,as well as the different interests in tourism resources management,operation,construction by different subjects,etc.This article proposed some suggestions and countermeasures on these aspects,from the perspective of promoting the healthy development of ecotourism.

Key words: economic situation, ecotourism, characteristics, countermeasures