China’s Ministry of Culture and Tourism issued the Guidelines for Carbon Neutral Operations in Outbound Group Tour Services (Trial) on 2026年4月27日, effective from 4月28日. For the first time, the document explicitly requires outbound tour operators to conduct carbon accounting for domestic destination management service segments in places such as Henan, and encourages the achievement of carbon neutrality through methods such as green power procurement and carbon sink purchases. Outbound tourism service enterprises, international travel supply chain service providers, ESG compliance consulting agencies, and tourism product buyers targeting the European, American, Australian, and New Zealand markets should pay close attention to the substantive impact of this standard—it is a domestic trial guideline, but it is gradually becoming an important reference benchmark for overseas high-end source markets when assessing the ESG fulfillment capabilities of Chinese tourism suppliers.

Event Overview

China’s Ministry of Culture and Tourism officially issued the Guidelines for Carbon Neutral Operations in Outbound Group Tour Services (Trial) on the evening of 2026年4月27日, clearly stipulating implementation from 2026年4月28日. The document requires outbound tour operators to carry out carbon emissions accounting for domestic destination service segments involved in the group tour services they organize (such as key regions including Henan), and encourages the realization of carbon neutrality in service segments through methods such as purchasing green electricity and buying certified forestry carbon sinks. The guidelines were issued solely by the Ministry of Culture and Tourism as a departmental trial standard. At present, they have not been jointly issued with other ministries or commissions, nor have supporting mandatory penalties or certification rules been introduced.

Which market segments will be affected

Outbound tour operators (including outbound business divisions of leading OTAs)

As the direct entities bound by the guidelines, tour operators need to assume primary responsibility for carbon accounting in destination service segments. The impact is mainly reflected in the following: first, they must establish a carbon data collection mechanism covering destination partners; second, they must incorporate carbon neutrality compliance performance into supplier admission and assessment systems; third, they may face new requirements from overseas buyers to add carbon disclosure clauses in tender documents.

Domestic destination service enterprises (represented by reception agencies, hotels, and transport operators in key tourism destinations such as Henan)

Although they are not the direct entities subject to the document, because they are explicitly included in the accounting scope, their operational data (such as vehicle energy use, hotel energy consumption, and food ingredient transportation for catering) will become the basis for tour operators’ carbon accounting. The impact is mainly reflected in the following: first, they may be required to provide verifiable credentials related to energy consumption and emissions; second, service quotations may need to separately specify “low-carbon service premiums” or explanations of green power usage; third, when participating in international tourism exhibitions or bidding, they will need to prepare basic carbon management documentation in advance.

Tourism product buyers targeting the European, American, Australian, and New Zealand markets (including overseas wholesalers, airline-affiliated travel agencies, and high-end customization platforms)

Although the guidelines do not have extraterritorial effect, analysis shows that overseas buyers are treating them as a window for observing Chinese suppliers’ ESG responsiveness. The impact is mainly reflected in the following: first, procurement due diligence may increase the frequency of inquiries into the carbon accounting practices of Chinese partners; second, some procurement contract templates may incorporate wording such as “in compliance with the carbon neutrality guidelines of China’s Ministry of Culture and Tourism”; third, the annual ESG report review dimensions for Chinese suppliers may extend to service segments.

Carbon management service providers in the tourism industry chain (including carbon accounting tool providers, green power trading agents, and carbon sink project matchmaking institutions)

What is especially noteworthy at present is that the guidelines, for the first time, incorporate the specific business format of “outbound group tour services” into a carbon management framework, creating a differentiated demand scenario. The impact is mainly reflected in the following: first, accounting tools need to be developed in line with the characteristics of the tourism service chain, namely short cycles, multiple parties, and light assets; second, green power procurement solutions need to cover decentralized electricity-use scenarios of destination service units in different locations; third, recommendations for carbon sink purchases need to match the carbon emissions structure of tourism services (such as the high proportion of transport and accommodation), rather than broadly recommending generic forestry and grassland projects.

What key points should relevant enterprises or practitioners pay attention to, and how should they respond at present

Pay attention to follow-up explanations from the Ministry of Culture and Tourism and developments in local pilot programs

The guidelines are marked as “trial” and do not clearly specify key details such as accounting methodology, boundary definition (for example, whether international flight segments are included), or third-party verification requirements. Enterprises should continue tracking implementation rules, training notices, or Q&A guidance released on the official website of the Ministry of Culture and Tourism and by provincial culture and tourism departments in pilot provinces such as Henan, so as to avoid committing resources too early based on a single interpretation.

Distinguish between policy signals and the actual pace of business implementation

At present, the document does not contain penalty clauses, nor does it require a unified implementation timetable for the entire industry. From an industry perspective, 2026年 will most likely remain in a phase of voluntary declaration and demonstration-led guidance. Enterprises should prioritize identifying destination partners with close cooperation on high-frequency outbound routes (such as European Schengen group tours and long-haul Australia-New Zealand tours) and conduct small-scale carbon inventory simulations, rather than fully rolling out system-wide transformation.

Sort out destination cooperation networks in advance and initiate basic data communication

Tour operators should promptly organize lists of destination agencies in key regions such as Henan and conduct preliminary questionnaires on basic information such as electricity use type, vehicle fuel, and accommodation scale; destination service enterprises may simultaneously collect original supporting documents such as electricity bills for the past 12个月, refueling records, and boiler gas usage, so as to reserve data interfaces for subsequent accounting. This does not involve additional investment, but can significantly reduce the cost of subsequent response.

Prudently assess the applicable boundaries of green power procurement and carbon sink purchases

The “encouraged” approach in the guidelines does not mean a mandatory pathway. Observation shows that green power procurement is constrained by factors such as the ownership of electricity accounts of destination service units (many of which are sole proprietorships or small companies) and grid access levels, making practical implementation relatively difficult; carbon sink purchases, meanwhile, require attention to project additionality, traceability, and regional suitability. At present, it is more appropriate to understand this as follows: first improve accounting capability, then choose carbon neutrality pathways based on cost-effectiveness.

Editorial Viewpoint / Industry Observation

Analysis shows: the guidelines currently function more as an institutional signal than as an immediately effective compliance outcome. They mark the shift of ESG management in China’s tourism service industry from broad advocacy toward adaptation to specific business formats, and the beginning of alignment with rules on the international procurement side. Observably, the Ministry of Culture and Tourism did not choose to jointly issue the document with the Ministry of Ecology and Environment, nor did it tie it to carbon market mechanisms, indicating that its positioning is “management guidance” rather than “regulatory enforcement.” Industry perspective suggests: the real impact threshold lies not in the document itself, but in when overseas buyers convert it into contract clauses or due diligence standards—this conversion process may come 6–18个月 later than the policy issuance, but it is already irreversible.

Conclusion: these guidelines are the first operational document in China’s tourism services sector focusing on carbon management across the entire chain of outbound business, and their core significance lies not in immediately changing corporate behavior, but in establishing the basic paradigm that “carbon responsibility in service segments is traceable.” At present, it is more appropriate to understand them as an institutional rehearsal for alignment with international rules. Relevant parties should focus on “building capabilities, streamlining chains, and preparing interfaces,” avoiding overreaction while also not overlooking the long-term trend.

Information source note:
Main source: announcement on the official website of the Ministry of Culture and Tourism of the People’s Republic of China (released on 2026年4月27日)
Items pending continued observation: local supporting implementation rules from the Henan Provincial Department of Culture and Tourism and other authorities, subsequent industry training arrangements organized by the Ministry of Culture and Tourism, and disclosure of the first batch of demonstration outbound tour operator lists