Ecotourism is a fast-growing tourism sector, but the value of ecotourism trips from tourists’ perspective has seldom been studied, which led to the current study that examined outbound Chinese tourists’ value perceptions of ecotourism trips. Data were collected from Chinese tourists on bus tours to a well-known Australian ecotourism site over an one-year period. The study suggested tourists’ experiences impacted on perceived ecotour value in a number of ways. In particular, all experience dimensions influenced one or more of the five value dimensions examined, while entertainment, relating, and education experiences influenced each of the five value dimensions. The study offers important implications for both ecotourism researchers and operators attempting to understand and manage the key experiential offerings that could help maximise value to international tourists.