The unexpected surge in tourism in Harbin, northeast China's Heilongjiang Province over the New Year holiday has sparked national interest on social media. People across the country are urging their local cultural and tourism bureaus to capitalize on the winter travel trend and explore opportunities to boost local tourism.
Online contests
Central China's Henan province has gained a reputation for attracting attention with its blitzkrieg social media campaign, posting 11,000 video clips showcasing its cultural resources in less than 500 days on Douyin, Chinese version of TikTok.
In addition, the short videos also highlight Henan's tactics for attracting tourists. For example, one clip shows a performance of the region's traditional Yu opera performances at a scenic spot in the city of Xinxiang.
Douyin screenshot of a Yu opera performance at a scenic spot in Henan
Not to be outdone, social media accounts of tourism authorities in Hebei, Shanxi and Shandong provinces responded in turn with creative strategies to promote their own tourist destinations.
On January 11, Shanxi Province's culture and tourism account added 57 posts on Douyin. After Hebei tourism authorities posted 75 short videos on January 12, their account grew from 40,000 to over one million followers in a matter of days. Not far behind, Shandong, Shaanxi and other provinces have maintained daily updates in the double digits.
Many of the most successful posts feature local cultural elements such as the Temple and Cemetery of Confucius in Qufu, Shandong and the Chengde Mountain Resort in Hebei. But a collaborative video of Shandong, Shanxi, Henan and Hebei has been among the most well received.
Screenshot of the video jointly launched by Shandong, Shanxi, Henan and Hebei on Douyin
Shows of talent
Local culture and tourism bureau officials have also shared the short-video spotlight by showcasing their talents.
Wang Dianyou, head of Harbin's Acheng district culture and tourism bureau, danced with performers at Harbin Ice and Snow World, the world's largest theme park of its kind. Despite wearing dress shoes, his dance steps and rhythm were still on point.
Wang Dianyou (center) dances at Harbin Ice-Snow World. (Photo: Harbin Daily)
To promote their account reaching one million followers, Liu Hong, head of the department of culture and tourism in Ganzi, Sichuan Province, posted two clips on January 15 cosplaying a cast of characters to the praise of netizens. Liu caused quite a ripple online because of his dashing appearance.
Short videos of Liu Hong promoting Ganzi tourism. (Photo: CCTV)
But it's not all dance and costumes. Gao Sisheng, head of culture and tourism in Linyi, Shandong Province showed his calligraphy skills in a letter welcoming tourists to Linyi, a city famous for its winter scenery and hot springs.
Gao Sisheng uses a handwritten calligraphy to invite visitors. (Screenshot of Douyin)
Top-notch services
The chilly city of Harbin experienced an unprecedented increase in winter tourists over the New Year holiday, defying the typical seasonal tourism popularity of warmer destinations. Harbin's success is attributed to its meticulous services, hospitality and diverse range of unique attractions, such as its annual Ice and Snow festival.
Culture and tourism departments also answered suggestions from social media users. For instance, Shenyang in Liaoning Province, provided space for visitors to store their luggage at the Xiaoheyan morning market, and Jiaozuo of Henan Province invited experienced traditional Chinese medicine practitioners to the Yuntai Mountain scenic spot to give free consultations to visitors.
But beyond the influence of social media clout and campaigns, the key to tourism success is providing meticulous services and creating an environment where visitors feel welcomed and at home.