​Jilin builds 'winter and summer' dual tourism brand

In recent years, Jilin province's dual tourism brand – "Enjoy a Snowy Winter in Jilin" and "Enjoy a Cool Summer in Jilin" has gained quite a lot of tourist attention, thanks to the vigorous promotion of the Jilin Provincial Department of Culture and Tourism.

New marketing models

Since the outbreak of the COVID-19 pandemic, the department has come up with new marketing models with good results. For example, a promotional program called "On a High-speed Train Tour to Jilin" has helped Jilin's cultural and tourism industry steadily recover from the pandemic. In October 2020, the department carried out the program in nine cities in Liaoning, Hebei, Tianjin and Beijing provinces and municipalities, during which participating tourism and cultural departments, tourism associations and major ice and snow enterprises of Jilin held effective communication with their counterparts in the nine cities.  

Promotion mainly features Jilin's hit products, and strives to be targeted with new marketing models, and lead to new cooperation platforms, and fruitful results have been achieved, according to an official of the department.

The internet is also a major avenue for promotion. For example, the department has joined hands with media organizations to promote Jilin online through ways such as social media hashtag promotion.

Field trips

The department also organized tourism enterprises to go on field trips to local scenic areas twice a year to boost their confidence and roll out more tourism products.

For example, in April 2021, soon after the ice and snow tourism season ended, the department organized a 10-day field trip for related enterprises to learn about summer and autumn tourism resources. 73 scenic areas were visited, based on which 66 tourist routes of seven categories were rolled out.

In November 2021, another field trip was organized on winter tourist products, which participating travel agencies said had helped effectively connect resources and facilitated cooperation.

Distinctive events

In recent years, the department has also launched a number of major distinctive cultural and tourism events, such as the Jilin International Ice and Snow Industry Expo, and the Travel Around Jilin in a Hongqi Sedan initiative.

The expo, as an event of universal importance to Jilin's ice and snow tourism, has seen marked improvements over the years, in terms of scale, participation and activities among others, and has driven Jilin's ice and snow industry and economy to a higher level.

The Travel Around Jilin in a Hongqi Sedan initiative represented Jilin's efforts to integrate tourism and the industrial sector and led to new norms of business.