Recently, the Ministry of Ecology and Environment, the Ministry of Culture and Tourism, the China Federation of Literary and Art Circles, and the China Writers Association jointly issued the "Guiding Opinions on Further Strengthening the Construction of Ecological Culture" (hereinafter referred to as the "Opinions"), aimed at promoting the research, inheritance, dissemination, promotion, and transformation of ecological culture, and cultivating the endogenous driving force of ecological civilization construction. The Opinion proposes to promote the development of the "ecological culture+" industry and "realize the value-added premium of ecological products". The so-called "ecological culture+" industry refers to new industrial formats such as boutique tourism, elderly care and other ecological cultural creative products and services that are based on high-quality ecological resources and fully integrate ecological cultural elements. The Opinion specifically emphasizes the launch of a batch of ecological and cultural characteristic tourism boutique routes, focusing on themes such as ecological environment governance and restoration, traditional ecological culture inheritance, biodiversity protection and sustainable utilization, and the realization of ecological product value, actively developing tourism products that reflect the connotation of ecological culture. How to better develop the "ecological culture+" industry requires efforts in multiple aspects. The prerequisite for developing the "ecological culture+" industry is to develop new products. Based on high-quality ecological environment, explore and utilize cultural resources, and transform them into characteristic boutique tourism routes and ecological cultural creative products, thereby realizing the value of ecological products. Without high-quality and innovative products, industrial development is like a tree without roots or water without source. The experience of exploring in some regions is worth learning from. For example, the Pianguan Ecological and Cultural Tourism Demonstration Zone in Xinzhou, Shanxi Province, relies on the two major cultural heritages of the Great Wall and the Yellow River to create the Laoniuwan Yellow River Cultural Landscape Tourism Zone, the Shuiquan Baiyangling Great Wall Scenic Tourism Zone, the Qingyangling Forest Health Tourism Zone, and the Pianguan Border Military Cultural Tourism Zone, promoting the integrated development of ecological, cultural, and tourism. The Horseshoe Ecological Cultural Tourism Area in Zhangye, Gansu Province, integrates millennium old grotto art, magnificent Qilian Mountain scenery, and colorful ethnic customs, and is a pearl on the Hexi Corridor. In addition, many film and television songs and literary works closely related to ecological culture that have emerged in China, such as "The Shepherd of Keketuohai", are excavated, utilized, and transformed on the basis of promoting the beauty of ecology and culture. The key to developing the "ecological culture+" industry is to make good use of new technologies. The Opinion proposes to explore the deep integration of ecological literary and artistic creation with technology, and actively use environmentally friendly materials to develop ecological cultural and creative products. To develop new products, in addition to deeply integrating cultural resources into the ecotourism industry, it is also necessary to fully utilize new technologies including new methods, new energy, new materials, new processes, etc. In this way, it can not only enrich the tourist experience, but also spread the concept of sustainable development and ecological civilization values through the use of renewable energy, environmentally friendly materials and processes, thus making ecotourism truly have the element of "culture+". Cutting edge technologies such as artificial intelligence, big data, virtual reality, augmented reality, and holographic projection have also been widely applied in the field of ecological and cultural tourism. For example, tourists can use advanced technology to scan exhibits at Shaanxi Natural History Museum, where they can see the visual feast brought by the "Four Treasures of Qinling Mountains" and feel the charm of ecological culture in rich scenes, becoming a typical case of applying digital technology to the tourism industry. The focus of developing the "ecological culture+" industry is to cultivate new entities. With new products and technologies, the attractiveness of the industry to tourists can be greatly increased, but this alone is far from enough, and new business entities still need to be cultivated. The number of business entities and their service quality have a direct impact on tourist satisfaction. In addition, from the perspective of industrial development, it is also necessary to form an industrial chain supply chain pattern with orderly competition among multiple entities horizontally and seamless matching among multiple entities vertically. For example, phenomena such as barbecue in Zibo, Shandong and ice and snow economy in Harbin, Heilongjiang are examples of multi-party positive interaction where the government sets the stage, enterprises sing the opera, and the public cooperates. The development potential and prospects of the "ecological culture+" industry, represented by ecological cultural tourism, are enormous. Firstly, there is a large market capacity and high demand. Secondly, it aligns with the concepts of green, low-carbon, and sustainable development. Thirdly, it can create more job opportunities, especially by attracting young people to join. To cultivate new entities, it is necessary to first segment different links of the industrial chain and supply chain, such as facility construction, technology development, publicity and promotion, transportation, catering and accommodation, scenic area services, safety guarantees, and the processing and sales of ecological cultural and creative products. Then deepen the reform of the system and mechanism, introduce targeted policy measures, and introduce top enterprises, family farms, individual businesses, and college graduates who aspire to do so, in order to collaborate and form a joint force, adding a "new green" to promote China's economic growth and drive the transformation of old and new driving forces. (New Press) (Author: Lin Yongsheng, Professor and Doctoral Supervisor at the School of Economics and Business Administration, Beijing Normal University)