Ice and snow tourism hits in northeast China

Tourists visit the Harbin Ice and Snow World in Harbin, the capital city of Heilongjiang province. (Liu Yang/China Daily)

Entering its peak ice and snow tourism season, Harbin city in northeast China has become the hottest tourist destination this winter.

Statistics suggested that during the New Year holiday, the number of tourists in Harbin increased by 240% compared to last year. Big data estimated that the city has received over 3 million visitors, achieving a record-breaking tourism revenue of 5.9 billion yuan.

"Today, we took a free bus to the Harbin Ice and Snow World. It's so kind and hospital of the local people, making us feel warmly welcomed," said Zhao Wen, a tourist from southwest China's Yunnan province.

The icy weather has ignited a craze for hot food and drinks. Chicken wings, potatoes, spare ribs, beef brisket, corn, and other items are boiled in a pot half a meter in diameter. In a while, the aroma of food fills the room, bringing truly earthy delight.

"I love Northeastern cuisine so much!" said Liu from southeast China's Jiangxi province. "I heard that the locals eat stewed goose on snowy days. So I also want to try. Despite waiting in line for over an hour, I felt it was worthwhile."

Yao Lilong, the general manager of a Harbin restaurant chain, stated that in response to the influx of visitors, many restaurants have implemented "no arbitrary price increases" policies and services, such as free hot tea and extended their opening hours.

The success behind the booming ice and snow tourism is not accidental.

"We spent a year continuously enhancing tourism services," said He Jing, the director of the Culture and Tourism Department of Heilongjiang Province.

Since the beginning of 2023, the local authorities have utilized new media platforms, inviting influential bloggers in the cultural and tourism industry to promote Heilongjiang from various perspectives. Landmarks like the Saint Sophia's Church and the morning market on Hongzhuan Street have become hotspots.

At the same time, local authorities pay great attention to tourist feedback. Whatever dissatisfies visitors will be promptly improved. For instance, someone suggested having a moon as a photography background at Saint Sophia's Church would be better. Soon, the local authorities installed a large artificial moon on the building.

A report from the China Tourism Academy predicts that by 2025, the number of people engaging in ice and snow tourism in China will surpass 500 million, with domestic ice and snow tourism revenue exceeding 1.1 trillion yuan.

In places with a thriving ice and snow tourist business, sightseeing-oriented items such as viewing ice sculptures, enjoying snowfall, skiing, and ice skating continue to dominate.

The ice and snow resources are not enough to ensure the success of tourism. It is necessary to increase the value of the tourism offering through continuous innovation.

Liu Jingjing, a professor at the Art Research Institute of the Communication University of China, suggested developing unique ice and snow tourism activities such as hot spring bathing, hiking adventures, research-oriented tourism, and fun sports events.

Simultaneously, there is an emphasis on integrating natural resources with local culture, incorporating regional customs, festivals, and performing arts activities to enrich the cultural experiences.

Source: People's Daily; trans-editing by Guo Yao