Xinhua News Agency, Beijing, February 5 (Reporter Yang Siqi) Riding on the "Winter Winter Winter" of the 9th Asian Winter Games, "Erbin 2.0" and "Ice and Snow Tour" have become the hot words for cultural and tourism today. Qi Bin, deputy director of the Heilongjiang Provincial Department of Culture and Tourism, said in a large-scale all-media interview program of the "China Economic Roundtable" launched by Xinhua News Agency on the 5th that seizing the new opportunities of the "post-Asian Winter" era, Heilongjiang Province will accelerate the creation of world-class ice and snow brands, tourist resorts, and ice and snow economic highlands.
This winter, the popularity of tourism in Heilongjiang continues to rise. Statistics from the Heilongjiang Provincial Department of Culture and Tourism show that during the 2025 Spring Festival holiday, the province received 26.263 million tourists, and the number of tourists spent 33.65 billion yuan, an increase of 18.3% and 23.8% year-on-year respectively.
Qi Bin introduced that around the industries such as ice and snow economy, tourism and health care, culture and entertainment, and creative design, Heilongjiang Province has revised several policies and measures to support the development of the ice and snow economy, continuously enrich cultural and tourism products, optimize cultural and tourism services, and comprehensively promote the high-quality development of characteristic cultural tourism.
The Central Economic Work Conference held in December 2024 regards "promoting the development of cultural tourism" as an important focus of "vigorously boosting consumption".
Qi Bin said that targeting the travel needs of groups such as "Gen Z", parent-child families, and "silver-haired people", Heilongjiang Province has segmented the characteristic consumer market, deepened its personalized consumption field, and made good use of the entire industrial chain of "food, accommodation, transportation, travel, shopping and entertainment". For example, enrich the sightseeing and leisure and vacation products such as hot springs, RVs, cruises, camping, etc., plan the "round-trip tour on the same day" and "weekend tour" series of routes; innovate the "emotional value" consumption experience products such as Harbin International Beer Festival, Qiqihar Barbecue Festival, and Cranberry Music Festival, create new consumption scenarios such as "Gen Z" entertainment complex, and continue to release consumption potential.
At present, "China Travel" and "next stop, China" are popular and "Erbin" is also advancing to the "International Bin". In 2024, Heilongjiang Province received more than 1.2 million inbound tourists, an increase of 95.4% year-on-year.
Qi Bin said that in 2025, Heilongjiang Province will focus on improving the level of entry and exit convenience, and optimize convenient services such as visas, payment settlements, ticket reservations, online communications, and language identification for foreign personnel. Strengthen exchanges and cooperation with destination countries, develop corresponding tourism products and routes, deepen the surrounding entry market, strengthen emerging entry markets, and strive to increase the number of tourists reception by more than 8% year-on-year, and the total number of tourists spending by more than 10% year-on-year.
In terms of optimizing tourism public services, Qi Bin introduced that Heilongjiang Province will continue to strengthen the construction of tourism infrastructure, fill in the shortcomings of scenic spot roads, parking lots, charging facilities, communication signals, self-driving travel and residence camps, and cultivate a group of tourist homestays with regional characteristics and local characteristics. Deeply implement the "Top Ten Supervision and Tour Protection Actions", carry out the "credit +" project of the cultural and tourism market, strengthen the quality level management of tourist attractions, travel agencies and tour guide credit evaluation management, cultivate and reserve tour guide talents, and make tourists feel at ease, comfortable and happy to travel.
