The Mudanjiang Jingpohu Lake Scenic Area has become a popular tourist destination in Northeast China this summer by driving high-quality integrated cultural and tourism development through a three-pronged approach of "product innovation + policy incentives + service upgrades." According to statistics, from August 1 to 5, the scenic area received a cumulative total of 46,900 visitors, with shuttle buses transporting 44,800 passengers and cruise ships carrying 26,300 passengers, marking a peak in summer tourism.

Waterfall diving performance

The integration of culture and tourism has activated new consumption momentum. Jingpohu Lake Scenic Area has deeply explored regional cultural resources to create three core performance IPs: The cliff waterfall diving show now features five additional professional performers, collaborating with Guinness World Record holder Di Huanran to present high-difficulty group performances, attracting over 10,000 daily spectators; Five themed flower boats cruise along the lake, transforming the 100-li-long lake into a "floating cultural stage" through shamanic blessing rituals, ancient-style dances, and performances of the Jingpohu Lake theme song; The Ningguta-themed zone launched the outdoor reality show "Turbulence in Ningguta" and the "Helou Residence" exile culture exhibition, with NPC immersive interactive experiences bringing historical scenes to life.

The Flower Boat Show on the Lake

The policy dividends have unleashed market vitality. To expand the tourist market, Jingpohu Lake Scenic Area introduced a series of pro-consumer initiatives. Since the beginning of the year, the Mudanjiang Agricultural and Tourism Company, which oversees attractions such as Jingpohu, Volcanic Crater, Jingxin Garden, Shangguandi, Bohai, and Hengdaohezi, along with the Mudanjiang Tourism Service Center, has rolled out a variety of product plans and promotional strategies. They organized themed marketing events like the "2025 Jingpohu Lake Opening Season" and "Charming Jingpohu Lake · Fragrant Zongzi in Ningguta."   Additionally, during the May Day holiday, they offered incentives such as "free cultural and creative products with a bundled ticket for Jingpohu Lake entrance and boat rides" and "a ¥20 discount coupon for Volcanic Crater tickets." On China Tourism Day (May 19), they implemented policies like "free or half-price tickets for Jingpohu, Volcanic Crater, and Bohai scenic areas." From June 10 to September 15, they waived entrance fees for national high school and college entrance exam graduates. From June 15 to 30, they offered free admission to visitors from Jilin and Liaoning provinces, continuously stimulating demand across markets.   From July 5 to 31, policies such as "free entry to Volcanic Crater, Bohai Ruins, and Shangguandi Mini Train with a Jingpohu Lake ticket purchase" and "discounts for local residents visiting Bohai Ruins, Shangguandi Mini Train, and staying in homestays" were introduced. From July 5 to 25, special groups like military personnel and teachers enjoyed free admission to Jingpohu.   Through the "online topic marketing + offline experiential activities" model, the hashtag #JingpohuLake on Douyin surpassed 250 million searches.

In the next step, Jingpohu Lake Tourism Group will continue to deepen its "culture-tourism integration" strategy, promote the coordinated development of surrounding scenic spots such as the volcanic crater and Bohai relics, and create high-quality "one-day tour" and "multi-day tour" routes to help Heilongjiang build a first-class national eco-tourism destination.