According to the Ministry of Culture and Tourism, the number of tourists who traveled during the Spring Festival holiday amounted to 251 million times, a year-on-year decrease of 2.0%. The tourism revenue reached RMB289.198 billion, a drop of 3.9% year on year. The market situation of Jilin Province turned out to better than the national average, with a number of 9.3414 million visitors, up 13.9% year on year, and an increase of 12.4% in tourism revenue to RMB8.385 billion year on year. 

The “Winter Olympics Plus New Year” Ice and Snow Tourism become new highlights. 

The major ski resorts in Jilin Province became popular destinations for ski fans from all over the country. The number of tourists received by the Vanke Songhua Lake Resort and the Changbaishan Wanda International Resort increased by 72% and 351% year on year, respectively. The records of such ski resorts as Beidahu, Changbaishan Luneng, Changchun Miaoxiangshan, Changchun Tiandingshan, Wanfeng Tonghua were also remarkable. 

Insiders say rich, diversified “ice and snow plus leisure, culture and health” and other products have attracted an increasing number of tourists. The places favored by tourists who came not for skiing included Changbai Mountain Scenic Area, Changchun Guoxin Nanshan Hot Spring Hotel, Jilin Shennong Hot Spring, Yanbian Xianfeng National Forest Park, Liudingshan Culture and Tourism Scenic Area, Da’an Nenjiang Bay Tourism Area, etc. The Changbaishan Wanda Sheraton, Wanda HYATT, Luneng Swiss Hotel and their counterparts became new destinations for enjoying the traditions and customs of the Chinese Lunar New Year in Northeast China. 

The lantern fairs as well as the ice and snow games organized in Changchun and Meihekou for the celebration of the Winter Olympics and the traditional Chinese Lunar New Year also demonstrated the charm of ice and snow. The parks, communities and scenic spots in town turned into popular destinations for ice and snow amusement. Night skiing, shopping and visiting became new consumption experience for both citizens and tourists. More than 100 ice and snow sculptures were arranged in town. The Changchun Auto Ice and Snow Carnival, Changchun Ice and Snow New World, Changchun World Sculpture Park, Changchun Jingyuetan National Forest Park, Beihu National Wetland Park, The Hill and Meihekou Hailong Lake Scenic Area became the first choice for the local residents. 

The featured activities in rural areas remained the same attractive to the visitors from all over the country. The number of people received by rural tourism units at high level in the province increased by 21.86% year on year, leading to an increase of 46.21% in revenue. The number of B&B tourists increased by 70.76% year on year, who contributed a year-on-year increase of 83.33% in revenue. Among the places featuring rich spring festival traditions and customs included the Changchun Lianhua Island, Jilin Erhe Snow Village, Jilin Shennong Manor, Jilin Hantun Village, Liaoyuan Chaoyang Village, Yanbian Guangdong Village, Changbaishan Manjiang Village, Dunhua Laobaishan Snow Village, etc. 

The culture and tourism activities organized for the public are rich and colorful. 

All kinds of theatrical performances were organized in different places in Jilin Province, including 60 events and 117 performances to which the number of people attracted was 418,000 times; 600 online or on site at libraries, cultural centers and museums to which the number of visitors attracted reached approximately 3 million times; 35 virtual exhibitions of “intangible cultural rarities” with ethnic and regional characteristics closely related to daily life and craftmanship, and some 350 activities of intangible cultural rarities and folk customs organized online or on site to which the number of participants exceeded 10 million times; and the virtual “Meeting in Beijing” Olympic Culture Festival and “Week of Ice and Snow Culture of Jilin Province” joined by more than 6 million visitors. 

The national cloud platform “‘Evening Gala” 2022” attracted 19 villages. The Song and Dance Troupe of Jilin City was invited for the 25th time to perform on the stage of the Spring Festival Evening Gala. The Jilin Provincial Troupe of Arts and Operas organized thematic performances “Gala of Laughter” and “Spring Festival-Culture into Families” for communities and old-age care homes. The Library of Jilin Province launched 32 exhibitions and lectures “Fragrance of Books and Celebration of Year of the Tigger”. The Cultural Center of Jilin Province organized the Photo Exhibition “Celebrate the Winter Olympics and Show the New Image of Jilin Province”. In addition, such festive activities as “Greetings of Year of the Tiger and Activities for the Winter Olympics” by the Changchun Confucian Temple Museum and “Spring Festival Customs and Traditions of Ethnic Group Man” by Jilin Museum were also proved auspiciously joyful for the participants. 

Jilin’s ice and snow charm is extensively promoted by major media. 

The 6-hour-long live broadcast by CCTV “Ice and Snow of Jilin-Cheer for the Winter Olympics” attracted more than 2.86 million people, which in turn demonstrated the strong atmosphere of “Winter Olympics in Beijing, Experience and Development in Jilin” and made the ice and snow charm of Jilin more popular online and beyond. More than 100 reports about Jilin’s culture and tourism were released by central media, and the ice and snow games in different places of Jilin Province were broadcast by CCTV. More than ten special reports were organized to popularize such contents as ice and snow resources, Olympics and customs and traditions of the Spring Festival by the media institutions under the direct management of the province. The ice and snow as well as the elements of ethnic group of Baishan City made a gorgeous debut at the opening ceremony of the Beijing Winter Olympic Games. Eleven video clips including “Lucky Tiger Promo for the Spring Festival” and “New Life in the Countryside” were sent from one to another through the Apps of more than 10 new media platforms such as CCTV Video and People’s Daily. The greeting videos for the Year of the Tiger became extremely popular. Statistics show some 23 press releases and original videos were released to the media, and more than 2,000 pieces of news about the culture and tourism of Jilin Province were reported online. The new media platform “Joyful Trip to Jilin” launched 14 topics, organized the Fans’ Festival and released 191 messages of which the number of the readers exceeded 5.5 million times. 

The Jilin Provincial Department of Culture and Tourism launched the special activity series “Auspicious Celebration of the Spring Festival in Jilin Province”, including 23 travel routes favored by online celebrities and 4 self-drive routes suitable for families. The number of effective clicks of selection for online celebrity destinations on such platforms as kuaishou and tiktok amounted to about 20,000,000. Changchun launched 43 ice and snow products. The number of the people who read about the microblog topic # N kinds of ways of having fun out of ice and snow games in Jilin City totaled 170 million times, and the topic # charm of ice and snow through tiktok was played for 450 million times in total. 

The thematic activities and incentives for the public energize market vitality. 

The departments of culture and tourism at all levels launched 48 “super auspicious” and “feasts of incentives” as the gifts of the Spring Festival for the tourists. Changchun issued RMB3.555 million of culture and tourism consumption coupons. Jilin City provided subsidies for ice and snow consumption. Meihekou mobilized more than 300 members of “tourism union” to attract tourists with promotional incentives. Baishan launched preferential policy for the visitors to lodge at the Wanda Mandarin Hotel from the local city and others including Tonghua and Yanji. 

The Vanke Songhua Lake Resort organized the activity “Passion of the 2022 Winter Olympics-Together for a Shared Future”. The Beidahu Ski Resort held the activity “The First Skiing to Usher in the First Ray of Sunshine of the New Year”. The Changchun Auto Ice and Snow Carnival launched such cultural experience as “iron flower, auto film festival and acrobatic carnival”. The Changchun Ice and Snow New World staged night shows of fireworks. The Meixiaoye · Zhibei village organized iron flower shows and “B&B” celebrations. In addition, such places as Changchun Ice and Snow New World, Changchun Miaoxiangshan Ski Resort, Jingyuetan Ice and Snow Camp, Beidahu Ski Resort, Changbaisan Wanda International Holiday Resort, and Changbaishan Luneng Resort launched preferential tickets, ice and snow games and accommodations.