During the development of the ecotourism in Anhui province,the governmental discourse agents who prioritize the local economic development ideologically,dominate in the ecotourism development market in Anhui province and have profound effects on discourse practice of the other agents in the ecotourism market.Enterprises and social media of different kinds become the practitioner of “Greenwashing” or “ecosell” of ecotourism and they promote the ecotourism development into mass tourism.The study of discourse agents and discourse contents reveals that in most discourse practices,ecotourism is in fact considered to be an industry of boosting local economic development and improving living conditions of local residents.Ecotourism is evaluated and assessed by digitized labels.Thus,the government should transform its philosophy of development and focus on the quality of ecotourism development so that ecotourism development could better promote the preservation of nature and indigenous culture and benefit the physical and psychological development of local residents and ecotourists.