Community participation is crucial for successful heritage tourism and community development. Levels and ways of participation vary, depending on nature and context of heritage sites. This paper explores community participation in tourism at Mutianyu Great Wall, China. General positive perceptions toward World Heritage, tourism development and tourism impacts are held by different groups of the local community. Between‐group differences indicate that local opinions are influenced by different levels of impacts from and participation in tourism. Community members receive benefits with minimal participation in decision making. This study provokes reflections on community participation theory and management practices in the Chinese context. Copyright © 2012 John Wiley & Sons, Ltd.