This winter, with Harbin being the “hottest city” for tourists on social media, cultural and tourism departments from a variety of regions across China are finding creative ways to promote their local attractions.
The most recent excitement came as Hebei Cultural and Tourism Bureau renamed its social media account and began posting extensively about the province’s attractions—from city introductions and natural landscapes to culinary (食物的) delights and cultural experiences. On January 12 alone, the “Hebei Culture and Tourism” Douyin account released a total of 75 short videos, which was three times as much as the volume of posts for the first 11 days of 2024.
The culture and tourism bureaus of Sichuan and Guangxi have sent performance groups of actors and singers to Harbin to introduce their scenic and cultural attractions. The cultural and tourism bureau of Hulunbuir in Inner Mongolia put on a live performance to display the horsehead fiddle (马头琴) accompanying ethnic songs and dances on the streets of Harbin to entice visitors. Wulingyuan District’s Cultural and Tourism Bureau is also promoting the ancient Maogusi dance of the Tujia ethnic group in western Hunan Province. The dance originated from local sacrifice rituals (祭祀仪式) and is now preserved as a cultural heritage.
For the upcoming Spring Festival holiday, Hebei Province will have 136 A-level tourist attractions offering free admission and discounted policies. Gansu’s attractions, including Mingsha Mountain Crescent Spring, Yumenguan Ruins and Yadan World Geological Park, will be free to visitors. Fujian Provincial Department of Culture and Tourism announced that Wuyishan’s main scenic area will be free to tourists nationwide until April 30.
According to data from the Ministry of Culture and Tourism, during the 3-day New Year holiday, 135 million domestic trips were made, generating revenue of 79.73 billion yuan, which was three times as much as the growth compared to the previous year. The impressive New Year tourism figures have attracted the interest of many industry insiders, who are confident about the travel and tourism outlook for the upcoming Spring Festival holiday.
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