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Harbin, China’s northernmost province of Heilongjiang, saw significant growth in tourism during the New Year holiday. Known for its ice and snow and warm hospitality, the city attracts up to 3.05 million tourists, mainly from southern China. The influx of tourists brought in approximately 5.914 billion yuan ($830 million) in tourism revenue, marking an important milestone for the city’s tourism economy.
Social media drives tourism boom
Harbin’s rapid tourism growth is partly attributable to the city’s rising visibility on social media platforms. Posts showcasing Harbin’s unique winter festivities and rich Russian-style architecture attracted widespread attention, transforming the city’s image from an industrial powerhouse to a must-visit winter destination. The city’s annual Ice and Snow Festival is a particular attraction, attracting visitors eager to experience stunning snowscapes and ice sculptures.
“Rbin”: a city of transformation
Harbin’s transformation is not just physical. Based on visitors’ experiences, the city’s residents have embraced the tourism boom with open arms. For example, Shanghai resident Zhang Yuying shared her encounter with a taxi driver who offered her a free ride after hearing her Southern accent. This act of kindness is just one example of the warm hospitality that has become synonymous with Harbin, earning it the affectionate nickname “Harbin” on social media.
From “Little Southern Potato” to warmly welcomed tourists
The municipality also plays an important role in making visitors feel welcome. Initiatives such as handing out warm ginger tea, pharmacies offering single-dose medications to travelers and restaurants offering free bite-sized frozen pears favored by southern tourists have been met with enthusiasm. So it’s no surprise that tourists from southern China, known as “southern little potatoes” for their heavy winter clothing, feel at home in Harbin. These efforts have not only redefined Harbin’s image, but also triggered a new trend in Chinese tourism.
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