China’s most sought-after travel destination has turned out to be one of the nation’s coldest regions in the winter. Harbin, the capital city of Heilongjiang Province in northeast China, spun a real-life winter fairy tale with its distinctive Baroque-style architecture, awe-inspiring ice and snow spectacles, rich tapestry of ethnic cultures, sightings of rare wildlife and great hospitality.

By mid-December 2023, the passenger count at Harbin Taiping International Airport hit an impressive milestone for the year, surpassing the 20 million mark. The city’s tourism boom reached a crescendo during the three-day New Year holiday, bringing in a record-breaking 3.05 million tourists and generating an unprecedented revenue of 5.91 billion yuan ($830 million).

The Ice and Snow World, a renowned destination in the city that was initially scheduled to open on December 18, generously welcomed visitors a day earlier, responding to social media buzz from those who feared missing out on its frosty splendor.

Overwhelming warmth

Wang Shuying and her three friends, from Zhejiang Province, embarked on their first journey to Harbin during the New Year holiday. They were greeted with the harmonious melodies of a local symphony orchestra performing live at the airport, where they also found convenient temporary dressing rooms set up for visitors from the warmer parts of the country to layer up against the biting cold.

“The affordability was what struck us the most,” Wang told Beijing Review, reflecting on the common fear of inflated tourist prices. Their dining experiences in Harbin were pleasantly surprising, beginning with an eight-dish meal at fancy restaurant that cost a mere 186 yuan ($26).

Another memorable meal featured the local culinary delight known as stewed goose in iron pot—goose and fresh vegetables simmered together in a big iron pot, all for 400 yuan ($56), including beverages. A visit to an agricultural market across from the bustling pedestrian street Central Avenue led to an indulgence in a variety of snacks that satisfyingly filled them for less than 100 yuan ($14)—all deliciously prepared.

To buy warmer accessories, they ventured to a store on the Central Avenue. They secured a pair of gloves for only 5 yuan ($0.7)—a stark contrast to the expected 30 yuan ($4) or even higher one might spend in other tourist-centric cities. There are also temporary heating rooms at the Central Avenue for tourists to keep warm.

“Everybody in the city, from taxi drivers to regular locals, is very hospitable to us tourists,” she said.

They were also lucky to be given a lift by a local woman, part of a city-wide initiative where residents provide free rides to tourists. The endearing term “southern small potato,” coined by the locals for visitors hailing from the south, became a symbol of the city’s affectionate embrace. It wasn’t unusual to see locals offering free lifts to those exploring the streets. In a display of community spirit, a convoy of Rolls Royce owners even formed a fleet to provide complimentary transportation for guests.

“The city’s spirit of hospitality is all-encompassing,” Wang said. “We can feel that everybody in Harbin is incredibly welcoming. They go out of their way to ensure every visitor feels at home, fostering a deep love for Harbin. They certainly succeeded in making us feel cherished.”

A variety of treats

What Harbin has done is more than that. They have implemented creative measures to ensure a comfortable and memorable stay. To help guests from other places adapt to the city more easily, they made some adjustments to the food and entertainment styles. Locals enjoy eating pears that have been frozen outside in the cold. Normally local people eat the pears whole, but they’re now slicing them and arranging them carefully to make them more appealing to visitors.

The Ice and Snow World has become a treasure trove of novel attractions, from the thrill of hovercrafts gliding over ice to the charm of ice bicycles, not to mention the panoramic views from atop the ferris wheel or the serenity of a hot air balloon ride.

The Saint Sophia Cathedral, a beloved landmark along Central Avenue, provides a picturesque backdrop for visitors’ photos. Harbin even went so far as to create an artificial moon, deploying a drone to hover above the cathedral, enhancing the scenic night-time photography.

Some of the ethnic groups in the northeast, including Oroqen, dwelling in the northern forests, and Hezhe, mainly living by hunting and fishing in the plain, have also been invited to Harbin to showcase their traditional clothing and cultural performances, offering a glimpse into their unique heritage.

These thoughtful enhancements have been a source of joy for visitors. On social media, stories highlighting Harbin’s warm reception of visitors have dominated feeds, with tourists from all over China sharing their unforgettable encounters.

More to come

The recent surge in Harbin’s popularity may seem abrupt to some, but according to He Jing, Director of the Department of Culture and Tourism of Heilongjiang Province, this success is no stroke of luck. She told China Media Group that Harbin has been strategically preparing for this moment throughout the year.

Since early 2023, the city has been implementing plans to invigorate its tourism sector and has successfully captured the attention of netizens across social media platforms. “We empathize with the tourists, paying close attention to their feedback on our social media posts,” she said. “Whenever tourists point out areas for improvement, we act swiftly to enhance their experience.”

Li Mu, a seasoned tour guide in Harbin, has witnessed the city’s tourism swell since the later part of July. “Some social media influencers started showcasing Harbin’s stunning autumn scenery back in September,” Li recounted to Beijing Review. “However, it was ultimately Harbin’s quintessential winter allure that truly sparked the tourism explosion.”

A Beijing local surnamed Huang, who married a Harbin native in 2023, took to her Douyin channel to share her enchantment with Harbin’s autumnal beauty during her first visit. “For those hesitant about braving Harbin’s notorious winter chill, autumn presents a milder alternative, and I believe the city will be equally delightful as a summer retreat,” she suggested.

Looking to the future, He is optimistic about the city’s tourism prospects. “We are planning to expand our travel offerings within the city and across the whole province, aiming to attract even more visitors to discover the charm of Harbin and Heilongjiang throughout the different seasons,” she said.