Illustration: Liu Xiangya/GT

As the winter travel season arrives,MKsport cities across China are ready to welcome visitors with open arms. Their hospitality can be seen in their attention to details and efforts to innovate. No matter if it's providing heartwarming gestures like welcome signs at airports, enhancing infrastructure to combat extreme weather conditions, offering discounts and immersive experiences for travelers, or having tourism officials sing on stage, cities are working hard to elevate travelers' winter tourism experience. 

Upon landing at the airport in Harbin, the capital city of China's northernmost Heilongjiang Province, a heartwarming sign greets passengers: "Welcome to Harbin, and thank you for your efforts to get here." Known as country's "crown jewel of ice and snow," the city's winter temperatures can drop to about nearly -20 C. To save tourists from waiting in the cold, the airport has installed electronic screens showing real-time updates on ride-hailing services. The plate numbers of vehicles can be seen on these screens along with wait times. 

Apart from the influx of tourists during the winter season, the city will also hold the 9th Asian Winter Games in February 2025. A record 34 National Olympic Committees are set to participate in the Games. To better accommodate the needs of international tourists, major tourist areas in Harbin have put up English signs and established guide services. 

Altay in Northwest China's Xinjiang Uygur Autonomous Region, another popular destination for winter travel, is widely acknowledged as the birthplace of skiing. 

"We have developed new skiing activities such as ski jumping, terrain half-pipes, and helicopter skiing, along with entertainment options like snowmobiles, snow tubes, paragliding, and travel photography, providing tourists with comprehensive services and diverse experiences," Fei Fei, a publicity official with the Altay Bureau of Culture, Sports, Radio, Television and Tourism, told the Global Times.  

Additionally, Altay is implementing ongoing specialized measures during the winter, including snow plowing of major roads, snow disaster and avalanche prevention, and early meteorological warnings, guaranteeing enhanced winter services for tourists, Fei added.

Elsewhere in the country, similar efforts are underway. Non-traditional tourist destinations for the winter season, such as Dunhuang in Northwest China's Gansu Province, have joined the race to attract global travelers. A slew of scenic destinations have rolled out off-peak discounts or even free access, enticing tourists to come explore them during the quieter winter months. From December 1 to February 28, 2025, iconic sites in Dunhuang, including Mingsha Mountain and Crescent Spring, will offer free admission, while the renowned Mogao Caves will feature discounted tickets and expanded access to their historical chambers. 

The introduction of off-peak discounts and free entry to scenic spots is not just about drawing crowds; it is a deliberate move to stimulate local economies. By encouraging winter tourism, destinations like Dunhuang can sustain their cultural and heritage sites while providing local businesses with a steady stream of customers. This strategy aligns with the dual goals of preserving cultural heritage and fostering economic growth. 

Meanwhile, in recent years, cultural tourism in China has evolved from mere sightseeing to immersive experiences that reflect regional uniqueness and creativity. Nowhere is this more evident than in the innovative strategies adopted by local cultural and tourism officials. 

Take, for instance, Tang Jianwu, a deputy director of the Tourism and Culture Bureau in Dongfang city in South China's Hainan Province. He recently took to the stage to sing during the halftime show of a local grassroots basketball game. Similarly, back in November, during the Haizhu Cultural Tourism Festival in Guangzhou, South China's Guangdong Province, Director of the Tourism and Culture Bureau of the Haizhu District Zhu Tai wowed audiences with a high-energy rock performance to promote local attractions.

These initiatives are far more than stunts. They represent a strategic shift toward making tourism relatable and engaging to a wider audience. By stepping out of their traditional roles and embracing creativity, officials are successfully showcasing their regions' unique charm while fostering a sense of connection with the public. In doing so, they blur the lines between governance and cultural leadership, creating a new model for public engagement.

"Local cultural and tourism officials using passionate performances and similar methods to promote local culture and attract tourists is a model worth encouraging and promoting. They are all examples of breaking away from traditional bureaucratic norms, closely aligning with market trends, and adding a sense of fun that is more appealing to younger tourists," Wei Xiaoan, chief expert of the World Tourism Cities Federation and chairman of the China Leisure Association, a branch of the China Tourism Association, told the Global Times. 

The author is a reporter with the Global Times. [email protected]