Social media chatter helps draw 3 million tourists in 3 days to a frigid city in northern China

For many Chinese, Harbin conjures images of ice and steel, a city both cold and tough.

But this winter, the heavily industrialized city morphed into a warmly welcoming host, drawing in a record-breaking number of visitors, mainly from China’s south.

During the three-day New Year period from Dec. 30 to Jan. 1, Harbin received more than three million tourist visits, a common tourism measurement in China, bringing in tourism revenues of some 5.914 billion Chinese yuan ($830 million), according to the Harbin Cultural Broadcasting and Tourism Bureau.

(Where the ‘tourist is god’)

Harbin’s winter festivities attracted Shanghai resident Yuying Zhang to the city, she said.

But in the end, she said she was more enamored with the residents than the city’s famous ice sculptures.

The day she arrived, Zhang said, she booked a taxi via Didi, a cashless ride-hailing app in China.

“However, after recognizing our southern accents, the driver insisted on giving us the ride for free and even offered to transfer our money back,” Zhang said in Mandarin, as translated by CNBC. “He said he was happy to see so many southern visitors in Harbin.”

(Southerners arrive decked out in winter gear to visit Harbin. Source: Yuying Zhang)

In a twist on the Japanese phrase “the customer is God,” Harbin’s governmental website states “the tourist is God,” highlighting how tourists are viewed in the city.

In a letter to residents in December, the city government asked locals to “embrace လက်ခံ this overwhelming affection and put our guests first, treating them with the utmost respect and friendliness.”

“Whether it’s carefully guiding them, warmly answering their questions, offering a bowl of ginger tea, or giving them a lift on our way, we can do our utmost to fully showcase the authentic hospitality of Harbin’s people.”

(Tourists walking down Harbin’s Central Street on Jan. 9, 2024. Zhang Tao | Xinhua News Agency | Getty Images)

On Harbin’s Central Street, volunteers handed out warm ginger tea, while others wore signs around their necks, offering free travel advice, specifically for tourists from southern China. Pharmacies sold single doses of medications to travelers, and restaurants served free frozen pears to waiting patrons, cut into pieces, catering to the southern preference for smaller bites.

(Restaurants served free frozen pears cut the way southern Chinese prefer to eat them. Source: Yuying Zhang)

The government even laid carpets along Central Street’s underground pedestrian passageways to protect visitors from falling. The move sparked comments on social media, with one local remarking, “My mum said she’s lived in Harbin for 60 years and has never seen this happen before.”

(The plump, bundled-up appearance of Harbin tourists. Andrea Verdelli | Bloomberg | Getty Images)

(Some attendees at Harbin’s 2024 festivities-Source: Yuetong Jiang)

(Harbin Ice and Snow World, at night. Andrea Verdelli | Bloomberg)

Ref: Social media chatter helps draw 3 million tourists in 3 days to a frigid city in northern China (cnbc)

Photo Credit: Getty Images, Yuying Zhang, Yuetong Jiang