The 2022 Winter Olympics held in Beijing successfully ignited citizens' passion for winter sports, making ice and snow tourism increasingly popular. On December 1, the "Crown of Ice and Snow • Refreshing Heilongjiang" 2017 Heilongjiang Winter Tourism Promotion Event, organized by the Heilongjiang Provincial Tourism Development Committee, kicked off in Beijing. This promotion event continued the previous "one core with six extensions" model—"theme promotion + enterprise exchange + media interviews + radio promotion + internet marketing + product distribution"—creating a winter ice and snow tourism boom in the capital.
The promotion event, themed "A Rendezvous with Ice and Snow," marked the first of its kind this winter in North China. Hou Wei, Deputy Director of the Heilongjiang Provincial Tourism Development Commission, and Yuan Hao, Director and Vice President of CYTS Tours Holding Co., Ltd. and Chairman of CYTS BOLIAN Integrated Marketing Consulting Co., Ltd., attended and delivered speeches respectively. Representatives from tourism commissions (bureaus) across Heilongjiang, as well as over 70 key tourism enterprises, investors, OTAs, and scenic spots, including CYTS, Beijing Youth Travel Service, Ctrip, Meituan, Lvmama, Mafengwo, and Zhonghe International Travel, participated in the event. The promotion was covered live by 55 prominent media outlets, including China News Service, Xinhua News Agency, and China Daily.
Innovative Promotion Delivers "Jing" Surprises
At the promotion event, Deputy Director Hou Wei said in his enthusiastic speech: "Heilongjiang's snowy landscapes are breathtakingly beautiful, and its winter tourism offers endless fun!" He also highlighted the high-quality winter tourism resources and the newly developed ten themed products in Heilongjiang, extending a warm invitation to tourists from Beijing. Yuan Hao, Director and Vice President of China CYTS Tours Holding Co., Ltd., and Chairman of CYTS BOLIAN Integrated Marketing Consulting Co., Ltd., noted, "The first impression Heilongjiang, the pearl of the north, gives is one of happiness—a warm and joyful happiness. The Heilongjiang tourism brand is increasingly making its mark on the global stage, with its reputation as the 'Crown of Ice and Snow' becoming more and more well-known. This is why CYTS has always placed great importance on this vibrant land and valued our long-distance collaborative relationship over the years."
The promotion event was rich in content and diverse in forms, featuring highlights such as the "Heilongjiang Discovery Tour - Ice and Snow Season" musical, the "Learning Shuangshuanghu Snow Hot Spring Exercise," and exciting prize draws. These activities vividly showcased Heilongjiang's winter tourism products under the "Ten Themes, One City Five Routes" initiative, allowing the audience to immerse themselves in the unique charm of Heilongjiang's winter tourism.
At the promotion event, the "Ice and Snow Gift" was unveiled, and the launch ceremony for Heilongjiang's first ice and snow reality show, "The Game of Ice and Snow," was held. The "Ice and Snow Gift" will collaborate with Meituan to aggregate discounted resources from scenic spots, hotels, and more across the province, targeting national tourists through the platform for gifting, product sales, and promotions. The reality show, produced in partnership with Guangdong Satellite TV, will showcase the enchanting winter charm of Heilongjiang, as the province extends a romantic ice and snow invitation to visitors from Beijing during the winter season.
Before the promotion event began, the organizers also held an enterprise exchange meeting, creating a platform for cooperation and communication between enterprises from Heilongjiang and Beijing. After the promotion, representatives from the Heilongjiang Provincial Tourism Development Committee and local city tourism bureaus accepted exclusive interviews with the media. Additionally, the organizers collaborated with China Traffic Radio to launch the "Listening to Heilongjiang" program, inviting leaders from local tourism bureaus and key tourism enterprises to further introduce Heilongjiang's winter tourism resources and products to the people of Beijing via radio.
Ten New Themes Captivate Beijing
In his speech at the "Winter Tourism Work Teleconference," Heilongjiang Governor Lu Hao pointed out that the province's core competitiveness lies in its "unique and awe-inspiring ice and snow landscapes, combined with professional and non-professional activities integrating sports, experiences, and entertainment." Building on this, he introduced a brand-new set of "Ten Themes" for winter tourism. This promotion event will unveil the latest ten themed winter tourism products for Heilongjiang, integrating high-quality winter tourism resources from across the province to cater to different visitor needs, each highlighting unique experiences and activities. The ten themes include professional ice and snow sports events, non-professional ice and snow entertainment activities, ice and snow landscapes, snowfield trekking, winter hunting, winter hot springs, Arctic and Easternmost geographical experiences, ice and snow study tours, ice and snow culture and arts, border river experiences, and outbound tourism. These diverse offerings promise to fulfill all your winter experience desires, ensuring unforgettable memories. Let’s wait and see!
CYTS product manager Rao Qing presents the product line-up
The ten major themes are like a pearl necklace, stringing together the distinctive attractions throughout Heilongjiang Province. Products under different themes cater to the needs of various tourists, offering them unique winter travel experiences. Upon their release at the promotion event, these themes immediately captured widespread attention, drawing numerous inquiries from visitors.
Featured activities dazzle with "capital" brilliance
The report to the 19th CPC National Congress pointed out that socialism with Chinese characteristics has entered a new era, and the principal contradiction facing Chinese society has evolved into one between unbalanced and inadequate development and the people's ever-growing needs for a better life. Xi Dongguang, director of the Heilongjiang Provincial Tourism Development Commission, once stated that tourism is the leading "happiness industry" that can enhance people's "happiness index" and strengthen their "sense of gain," fully aligning with the people's aspirations for a better life.
In recent years, Heilongjiang Province has leveraged its unique geographical advantages to scientifically develop winter tourism resources, continuously expanding and strengthening the winter tourism industry. By consistently packaging distinctive winter tourism products, it has formed natural and cultural landscapes centered around ice and snow resources, making it the top province in China for ice and snow resources, winter sports, and winter tourism brands, earning the reputation as the "Crown of Ice and Snow." To this end, cities across Heilongjiang have launched over 150 special activities and festivals, along with 114 competitions at various levels. Additionally, more than 40 preferential policies have been introduced specifically for Beijing-based travel agencies and tourists, demonstrating great sincerity.
Another noteworthy development is that on November 23, the 19th Harbin Ice and Snow World successfully signed an agreement with Tencent's "Honor of Kings," the most influential cultural and creative project in China. Fans and visitors can now enjoy a brand-new entertainment experience combining ice and snow with esports, with prize money as high as 100,000 yuan up for grabs! On December 20, the Ice Source Century Theme Park, located by the Songhua River in Harbin, will also open grandly.
Heilongjiang presents gifts to friends at the scene
This winter, Heilongjiang’s snow and ice have spread joy all the way. Starting from Shenzhen and passing through Shanghai, Chengdu, and Shenyang, the journey culminated in the capital city of Beijing. From the theme of "Seasons Change, Travels Continue," it unfolded into "Discover: Snow and Ice Fairy Tales," "Discover: Snow and Ice New Year Vibes," and "Discover: Snow and Ice Experiences," culminating in a "Snow and Ice Rendezvous" with the winter wonders of the North. The 2017 Heilongjiang Winter Tourism Promotion Campaign covered regions across the southeast, southwest, northeast, and north of China, showcasing the most breathtaking snowscapes and the warmest hospitality to invite travelers to venture north to Heilongjiang. Explore the uncharted world of snow and ice, and embark on an exhilarating journey of winter discovery!
