Harbin Enhances International Appeal Amid Winter Tourism Boom

Harbin is enhancing its international appeal following a successful winter tourism season marked by its famous ice festival. Malaysian tourist Rachael Lim praised the city as “beautiful, cold, and dreamy,” highlighting the recent mutual visa-free policy that allowed her to explore the region. Heilongjiang province saw a 158.7% increase in inbound tourists this year. The Chinese government is promoting the snow and ice economy, aiming for significant growth by 2030, while also planning to host the Winter Asian Games in February, further boosting its global profile.

Last winter, Harbin emerged as a premier destination for domestic travelers, thanks to its renowned ice festival and picturesque winter landscapes. Now, the northeastern Chinese city is actively refining its strategies to attract more international visitors.

Rachael Lim, a tourist from Malaysia, recently shared her enchanting experiences in Harbin on the Chinese social media platform Xiaohongshu, also known as "Little Red Book." She described the city as “beautiful, cold, and dreamy.” Lim expressed her delight, saying, “My country has summer all year round, so snow is something we long for. Harbin fulfilled all my winter fantasies.”

The introduction of a mutual visa-free policy between Malaysia and China last year allowed Lim to explore Harbin and nearby cities for two weeks, showcasing the region's appeal. Official statistics reveal that Heilongjiang province welcomed 471,000 inbound tourists in the first half of this year, marking a remarkable 158.7% increase compared to the previous year, with 383,000 of these being foreign visitors.

According to Ctrip, China's largest online travel agency, six of the top ten countries sending tourists to Harbin last year were from Southeast Asia. To take full advantage of winter tourism's allure, the Chinese government is actively promoting the snow and ice economy.

During a recent central economic work conference, Chinese leaders emphasized plans to enhance consumer engagement next year, with the snow and ice economy highlighted as a vital sector for cultural tourism development. This month, the National Development and Reform Commission (NDRC) announced a plan to bolster the snow and ice economy, which includes extending Harbin's visa-free transit policy from 72 hours to 144 hours to attract more international tourists.

Since 2015, Harbin Taiping International Airport has allowed 72-hour visa-free transit for citizens from 54 countries with valid travel documents. However, some industry players believe that the new 144-hour policy may not fully address the needs of all travelers. Steven Zhao, CEO of China Highlights, a travel company, remarked that travel should be a leisurely experience rather than a “race against time.” He noted that winter weather can lead to highway closures and limited daylight hours, which may create a rushed atmosphere for tourists.

“If we really want to develop tourism, we should let tourists enjoy their journeys instead of constantly checking the time,” Zhao added.

The NDRC's plan underscores that transforming abundant resources into tangible economic benefits is key to developing the snow and ice economy. Last year, Harbin's tourism revenue from domestic and international visitors reached 157.57 billion yuan (approximately US$21.68 billion), reflecting a 14.5% increase from the previous year, though average spending per tourist remains below pre-pandemic levels.

China aims to cultivate a snow and ice economy worth 1.2 trillion yuan by 2027 and 1.5 trillion yuan by 2030, as outlined in State Council guidelines. Yet, analysts caution that while new policies present economic opportunities, Harbin still needs to enhance its international allure. Zhou Mingqi, a strategic adviser for the World Tourism Forum Lucerne, noted, “Relying solely on the snow economy for economic growth may be too optimistic.” He advocates for attracting international businesses and professionals, as well as developing high-quality, diverse tourism products.

Zhou suggests that Harbin could benefit from focusing on cultural promotion and immersive experiences, moving beyond skiing and ice sculptures to include locally themed festivals and interactive activities that showcase the region's unique culture.

The NDRC's plan also highlights challenges in Northeast China's tourism sector, such as repetitive concepts, a lack of unique offerings, and similar travel routes. To attract talent and investment, a focus on innovation and collaboration across regions is essential.

Excitingly, Harbin is set to host the Winter Asian Games in February, featuring competitors from at least 34 countries and regions. The city government recently briefed journalists from the Asia-Pacific region on its preparations. Zhang Chengcheng, who has dedicated years to promoting China-Latin America relations, stated, “The development of the snow and ice economy needs a larger international stage.”