The International Ice and Snow Festival kicks off on January 5th in Harbin, the capital of Heilongjiang province in northeastern China. Consequently, the city has quickly become one of the most popular travel destinations in the country. Many tourists from southern provinces, humorously referred to by northeastern locals as “南方小土豆” (small potatoes from the south), have flocked to Harbin. Beyond the borders, this sudden frenzy of China’s “Ice City” Harbin has attracted visitors from foreign countries and received praise from media outlets worldwide. On Weibo, netizens were having a heated discussion on #Erbin, you’re going viral abroad# (尔滨你火到国外啦) in the 3rd week of January, which garnered over 26.8 million views.
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Global tourism spectacle at Harbin
To bring this artistic endeavor to fruition, around 10,000 workers are enlisted to cut, haul, and sculpt the ice meticulously. Tourists, both from China and abroad, are captivated by these stunning ice castles. As reported by The National, “Elsa would be proud. The fairy-tale castles – carved completely from ice – at the Harbin International Ice and Snow Sculpture Festival look right out of the Frozen movie.”
Harbin’s tourism surge defies expectations
During the New Year holiday alone, Harbin received nearly 3.05 million visitors and generated a total tourism revenue of RMB 5.91 billion, showcasing the growing appeal of domestic tourism among Chinese tourists. The popularity of Harbin is projected to persist from the New Year holiday through the Spring Festival holiday as well. Moreover, tourism booking orders for Harbin saw year-on-year growth of over 14 times during the Spring Festival. It surpassed the growth rate nationwide by twice the margin, according to Ctrip’s latest report on the tourism market forecast for the 2024 Spring Festival.
Harbin’s triumph: a beacon of China’s rising domestic tourism
The burgeoning success of Harbin’s tourism industry underscores a discernible uptick in domestic tourism within China. This suggests an escalating liking among Chinese travelers to explore and appreciate attractions within their national borders. Other destinations aiming to capitalize on this trend may need to promote local gems, cultural experiences, and unique events to entice domestic travelers.
Besides, destinations looking to draw tourists can prioritize their online presence, engage with social media influencers, and create shareable content. Social media becomes a dynamic tool for shaping perceptions and driving interest in a particular destination. Thus, implementing effective digital marketing strategies, user-generated content campaigns, and leveraging trending hashtags can contribute to a destination’s visibility and appeal in the competitive tourism landscape.
What to know about Harbin’s surge in tourism
- The International Ice and Snow Festival in Harbin has elevated the city to one of China’s premier travel destinations, attracting tourists domestically and internationally.
- The artistic endeavor behind the festival involves around 10,000 workers meticulously crafting ice sculptures, capturing the fascination of both Chinese and international tourists.
- During the New Year holiday, Harbin welcomed nearly 3.05 million visitors. This translated to RMB 5.91 billion in tourism revenue, showcasing a remarkable surge in domestic tourism in China.
- The city’s popularity is anticipated to endure from the New Year through the Spring Festival. Ctrip’s report indicates a staggering year-on-year growth of over 14 times in tourism booking orders during the Spring Festival.
- Harbin’s tourism triumph reflects a discernible rise in domestic tourism within China, signaling an increasing inclination among Chinese travelers to explore and appreciate attractions within their national borders.
