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Despite ecotourism certification's efficacy as a potential environmental management tool for promoting sustainable development, the applicability of Western ecotourism certification patterns in China and the environmental effects of China's ecotourism certification remain unclear. Based on China's Prototype-zone of National Ecotourism Attractions (PNEA) certification, this paper aims to provide empirical evidence on the causal relationship between ecotourism and low-carbon sustainable development in relation to public environmental concerns. The multiperiod Difference-in-Differences (DID) model is set up to examine the supervision of PNEA certification on regional carbon emissions based on the panel data from 285 Chinese prefecture-level cities in 2011–2017. Results demonstrate that PNEA approval can reduce regional carbon emissions by 1.1% per capita, and this effect would increase over time. Heterogeneity analysis shows that the carbon emission reduction impact is significantly higher on midwestern cities, resource-dependent cities, and cities with net population inflow. Furthermore, the determinants of public environmental concerns, such as PNEA's functions of tourism economic development and environmental education, are crucial for low-carbon sustainable development. The findings quite clearly account for the contributions of ecotourism certification in promoting sustainable development and the benefits of effective policy instruments. • The PNEA certification implemented by China's central government is different from the Western ecotourism certifications. • The approval of China's unique ecotourism certification can reduce regional carbon emissions by 1.1% per capita. • The economic development function and environmental education function are key to promoting public environmental concerns. [ABSTRACT FROM AUTHOR]