I. Index Overview
Since the Beijing 2022 Winter Olympics, the public enthusiasm for ice and snow activities has reached an unprecedented high level. Ice and snow tourism has become a crucial catalyst for the recovery of cultural and tourism industries, as well as a boost for the revitalization of consumption. The ice and snow industry has truly become an invaluable asset for driving regional development.
Heilongjiang province in northeast China is a major destination for ice and snow tourism in China. Consistently following the development plan for the tourism sector during the 14th Five-Year period (2021-2025) as a guide, the province has been focusing on vigorously developing characteristic industries such as ice and snow tourism and ecological tourism, and creating an ice and snow tourism belt with international influence. It has leveraged the opportunities brought by the post-Winter Olympics era to accelerate the integrated development of the ice and snow sports, culture, equipment and tourism, effectively enhance the overall competitiveness of its ice and snow economy, and build a new growth pole for the revitalization of Longjiang.
The "China · Heilongjiang Ice and Snow Tourism Industry Development Index" (hereinafter referred to as the "Index") is jointly developed and compiled by China Economic Information Service (CEIS) of Xinhua News Agency and the Heilongjiang Provincial Department of Culture and Tourism. Since its first release in 2021, the Index has been operating continuously, becoming a digital window for observing the development of the ice and snow tourism industry in Heilongjiang.
Focusing on the development of the ice and snow tourism industry in Heilongjiang, the Index constructs a comprehensive evaluation system. It covers six first-level indicators, namely resource endowment, industry support, product competitiveness, brand influence, industry contribution and development potential, about 14 second-level indicators, and several third-level indicators. The establishment of the Index is a major innovative practice for the transformation and upgrading of Heilongjiang's ice and snow tourism industry in the digital era. It not only provides digital guidance for the province's ice and snow tourism, but also provides data support for the government and relevant departments. Moreover, it serves as an important reference for ice-snow tourism and ice-snow economy nationwide.
II. Index Framework
Figure 1 SEQ Graph \ * ARABIC1 Construction Logic of the China · Heilongjiang Ice and Snow Tourism Industry Development Index
Mapping: Xinhua Index
The construction of the Index model mainly follows the logic of taking resource endowment as the core, building a sound support system for the ice and snow tourism industry, and continuously enhancing product competitiveness, brand influence, industry contribution, and development potential. Resource endowment is the basic element for the development of the ice and snow tourism industry, which comprehensively considers the factors ice and snow tourism highly relies on, such as geographical and climatic resources. Industry support is the core framework for the development of the ice and snow tourism industry. For instance, the level of infrastructure improvement directly determines the tourists' experience, talent cultivation plays a crucial role in determining the industry's ability for sustainable development, and investment is an important driving force for industry growth. Product competitiveness, brand influence, industry contribution, and development potential are the foundation for the development of the ice and snow tourism industry, promoting high-quality industrial development through a differentiated and diversified portfolio of ice and snow tourism products, comprehensive and three-dimensional promotion in social media and new media, and directions focusing on international, digital, and technological development, and driving the coordinated development of upstream and downstream industries to make comprehensive contributions to the development of the ice and snow economy and even the regional economy.
Figure 2 China · Heilongjiang Province Ice and Snow Tourism Industry Development Index System
III. Primary Conclusions
i. Performance of the Overall Index
Figure 3 Trends of the China · Heilongjiang Ice and Snow Tourism Industry Development Index from 2017 to 2022 (Unit: points)
The Index results show that the ice and snow tourism industry in Heilongjiang has seen continuous improvement from 2017 to 2022, with steady enhancement of comprehensive strength. In 2022, the index reached 185.50 points, reflecting a year-on-year increase of 9.38 percent and a growth of 85.50 percent compared to the base period (2017). Specifically, Heilongjiang Province has witnessed a comprehensive improvement in the competitiveness and development potential of its ice and snow tourism products. This has acted as an accelerator in driving the continuous growth of the province's ice and snow tourism industry. With the continuous influence of the ice and snow upsurge generated by the Winter Olympics, Heilongjiang has leveraged its inherent advantages in the field to vigorously upgrade the ice and snow scenic areas, resorts, and professional ice skating and skiing venues. It has innovated the supply of ice and snow tourism products while promoting cross-industry integration with the "ice-snow plus" mindset. The province also taps into the potential of ice and snow development through international and technological approaches, and continuously empowers the whole industry for further progress in influence and competitiveness.
ii. Analysis of Six Sub-dimensional Indices
1.Resource Endowment: Featured Resources and Diverse Cultures
Figure 4 Trends of the Resource Endowment Sub-index from 2017 to 2022 (Unit: points)
Heilongjiang is known for its ice and snow culture and as a premier destination for ice and snow tourism. Its development leads the country in this field. In 2022, the resource endowment sub-index for Heilongjiang's ice and snow tourism industry was 105.78 points, representing an increase of 5.78 percent over the base period.
In terms of natural resources, Heilongjiang enjoys a long snow season, with an average of 37 snowfall days per year and a maximum snow depth of 22.57 mm, boasting a distinct resource advantage for developing the ice and snow industry. The stable annual snowfall of about 38.64 mm and the 500-1000-meter elevation drop present the possibility to create a diverse and rich ice and snow experience.
In terms of cultural resources, internationally renowned events, such as the Harbin International Ice and Snow Festival, the Heilongjiang International Skiing Festival, the International Snow Sculpture Art Expo, and the International Ice Sculpture Art Expo, serve as windows to display Heilongjiang's ice and snow culture and also build exchange platforms for fostering the development of the ice and snow industry both at home and abroad. Prominent city IPs, including the Ice City, the Snow City of China (Mudanjiang), the China Snow Town, the Harbin Ice Snow World, the Yabuli Ski Resort, the Ski Town, the North Pole of China, and the East Pole of China, have drawn numerous tourists from all over the world.
In terms of tourism resources, Heilongjiang has taken diverse measures to create a golden signboard for ice and snow tourism. Innovative activities such as the Songhua River Ice and Snow Carnival, ice rolling in the Lantern Festival, and ski jumping in the Snow Town, have become increasingly popular among young tourists. The Joyful Ice City has developed into a well-known cultural and tourism integration brand in the province after eight years of development, with an annual reception of nearly one million visitors. Joint performances and collaborative construction of landscape and artistic scenes allow visitors to appreciate the unique charm of ice and snow while enjoying their trips.
2. Industry Support: Complete Industrial Supporting Facilities and Steady Investment
Figure 5 Trends of the Industry Support Sub-index from 2017 to 2022 (Unit: points)
In 2022, the industry support sub-index for Heilongjiang's ice and snow tourism industry reached its bottom before rebounding to 121.13 points, representing a year-on-year increase of 65.57 percent, basically restoring to the level of the same period in 2019.
Supporting facilities for ice and snow tourism continue to improve. Specifically, the integration of accommodation and catering facilities at ski resorts within the province is increasing. Additionally, transportation convenience for tourists has also seen a steady increase. By the end of 2022, the hotel and catering integration ratio of Heilongjiang's 5S-grade ski resorts has reached 100 percent, providing enthusiasts for mid- and high-end ice and snow tourism, from both domestic and international markets, with excellent support and service.
The industrial investment is gathering on mainline projects. In 2022, the total investment in the ice and snow tourism industry in Heilongjiang Province reached 46.45 billion yuan, showing a year-on-year increase of 65.95 percent, with the investment projects reaching 150, injecting more vitality into the industry's development. Harbin, in particular, has played a crucial role in pooling market forces and attracted a large number of heavyweight investments in areas such as health preservation, ice and snow-themed entertainment venues, and the integration of culture and tourism, gradually building the brand IP of China's "Ice and Snow Culture Capital."
3. Product Competitiveness: Continuous Product Innovation and Cross-sector Integration of Business Forms
Figure 6 Trends of the Product Competitiveness Sub-index from 2017 to 2022 (Unit: points)
In 2022, the product competitiveness sub-index for Heilongjiang's ice and snow tourism industry was 307.96 points, demonstrating a year-on-year increase of 9.43 percent.
In terms of ice and snow tourism products, the scale of hardware facilities in Heilongjiang is leading. In 2022, the province operated 79 ski resorts, ranking first in the country. The snow zone of Harbin Sunac Snow World, covering an area of 65,000 square meters, is the largest indoor ski resort in China. The province also provides diverse types of ice-snow tourism products. In 2022, there were as many as 3,015 tourist routes in Heilongjiang Province, with medium- and high-end lines making up a significant proportion of 44.85 percent and 33.74 percent, respectively. Quality tours have gained popularity among tourists. Additionally, the province has developed diverse tourism offerings full of creative experiences. One example is the "Castle Skiing" at the Harbin Volga Manor, which integrates the architectural landscape with the ice and snow experience. Through these efforts, the province's brand IP of "Ice and Snow Crown · Fairy Tale Longjiang" is more deeply recognized by the public.
In terms of cross-sector integration, ice and snow sports have entered a fast track. Harbin has been awarded the hosting rights for the 9th Asian Winter Games in 2025. This opportunity allows the city to promote ice and snow sports from being niche to becoming popular among the general public and eventually reaching a wider audience. The ice and snow cultural experience has been upgraded. Traditional ice and snow folk customs have been revitalized by events such as the Harbin Ice Picking Festival, the Qiqihar Snowfield Crane-watching Festival, the Jiamusi East Pole Winter · Sanjiang Snow Splashing Festival and others. Ice and snow scenes are innovatively combined with art performances. Ice acrobatics is selected as one of the key cultural trade and investment projects under the Belt and Road Initiative by the Ministry of Culture and Tourism. It is recognized as one of the important art forms in promoting Chinese culture internationally. "Ice and snow plus countrysides" has opened a new window for tourism. A number of exemplary ice and snow tourism villages such as the China Snow Town and the Beiji Village (or the North Pole Village) in Heilongjiang Province are gradually building the brand image of the beautiful sceneries in the countrysides of northeastern China, characterized by northern landscapes, miles of ice, and endless snowfall. "Ice and snow plus study tour" cultivates a passion for ice and snow tourism. Heilongjiang's "Study Tour and Practice Education Activity on Silver Ice and Snow Culture" has attracted 160,000 participants, playing a leading demonstration role in promoting the ice and snow study tour and sports throughout the country.
4. Brand Influence: High Popularity of Communication and Strengthened Brand Promotion
Figure 7 Trends of the Brand Influence Sub-index from 2017 to 2022 (Unit: points)
In 2022, the brand influence sub-index for Heilongjiang's ice and snow tourism industry was 145.16 points, marking a year-on-year increase of 7.65 percent and a growth of 40.53 percent compared to 2019.
In terms of communication popularity, there have been numerous highlights in the realm of social media communication. The province's score on social media communication reached 1,690 points in 2022, demonstrating an increase of 170.83 percent compared to 2019. Heilongjiang's promotion roadshows have been impressive. In October 2022, the Heilongjiang Provincial Department of Culture and Tourism held a roadshow on winter ice and snow tourism products, themed "Ice and Snow Crown· Fairy Tale Longjiang." The roadshow was to display the ice and snow scenery, experiences, and culture of Heilongjiang in a comprehensive, three-dimensional, and multi-angle manner. Video platforms have strong communication power in promoting the province's ice and snow brand. The "Skiing! Youngsters" and "Mohe Ballroom: A Song Igniting A City's Tourism" were selected as excellent cases for domestic tourism promotion by the Ministry of Culture and Tourism in 2021.
In terms of word-of-mouth for tourism services, the tourist experience continues to improve, with positive reviews exceeding 90 percent both domestically and internationally. The skiing infrastructure and services have caught particular attention and garnered high praise.
5. Industrial Contribution: Gradual Market Recovery and Sustained Improvement in Consumption
Figure 8 Trends of the Industry Contribution Sub-index from 2017 to 2022 (Unit: points)
In 2022, the industry contribution sub-index for Heilongjiang's ice and snow tourism industry was 143.31 points, an increase of 43.31 percent compared to the base period.
In terms of industry scale, policy measures have promoted the recovery and growth of the industry. In January 2023, Heilongjiang Province launched 20 policy measures and distributed 600 million yuan of government consumption vouchers throughout the province, which helped to stimulate market consumption potential and drive a strong recovery in ice and snow tourism.
In terms of talent cultivation, the focus is on institutional reform. Aiming to build a solid foundation for ice and snow culture, the province continuously carries out the "Millions of Youngsters on Ice and Snow" activity and proactively promotes ice and snow sports in schools and curricula. The province leverages competitions to promote education and encourage public participation. From 2020 to 2021, Heilongjiang Province held a total of 2,355 ice and snow sports events for primary and secondary schools, with participants reaching 2.06 million, accounting for 77.44 percent of the total number of primary and secondary school students in the province. The province also adopts the approach of combining the popularization of ice and snow courses with professional talent training. In 2022, the number of colleges and universities in Heilongjiang Province offering ice and snow courses reached 39, and the proportion of primary and secondary schools offering ice and snow courses has remained 100 percent for three consecutive years, making significant contributions to the cultivation of ice and snow talents nationwide.
In terms of contribution to competitions, the participation rate in ice and snow sports of Heilongjiang is leading the country, and the number of medals in international competitions has reached a new high. According to statistics, among the 22 gold medals won by the Chinese team in previous Winter Olympics, 13 were won by athletes from Heilongjiang Province, accounting for more than half. Heilongjiang has truly become the "cradle of Winter Olympic champions".
In terms of industrial recovery, cultural and tourism consumption continues to rise. About 37 percent and 45 percent of tourists to Heilongjiang were born in the 1980s and 1990s, respectively, and they are gradually becoming the main force in ice and snow tourism in Heilongjiang. In terms of tourist sources, Beijing has the largest number of out-of-town tourists for ice and snow tourism in Heilongjiang, and there is also a gradual increase in tourists from southern regions such as Jiangsu and Zhejiang. The provincial tourism development indicates a trend of localization for out-of-town tourists.
6. Development Potential: Enhanced International Influence and Upgraded Sci-tech Innovation
Figure 9 Trends of the Development Potential Sub-index from 2017 to 2022 (Unit: points)
In 2022, the development potential sub-index for Heilongjiang's ice and snow tourism industry was 234.47 points, an increase of 29.87 percent compared to 2019. Digitization and technological advancement are important forces driving the continuous growth of Heilongjiang's ice and snow tourism industry.
The international influence of Heilongjiang's ice and snow tourism continues to increase. In 2021, the 11th collection of Chinese and Russian cultures, jointly organized by China's Ministry of Culture and Tourism, the People's Government of Heilongjiang Province, the Ministry of Culture of the Russian Federation, and the Government of Amur Oblast, Russia, was held simultaneously in Heihe City, Heilongjiang Province, and Blagoveshchensk City, Russia. This event has become an important brand for cultural exchange in the border areas of the two countries.
Digital development in Heilongjiang's ice and snow tourism sector is becoming increasingly mature. The province has completed the construction of “One Center”, which is the provincial smart tourism big data center, and “Three Platforms”, which are the market supervision platform, the public service platform, and the industry operation platform (Qulongjiang). The province has also actively explored the integration path of "ice and snow plus games". It developed a new game version called "Dragon-Lion Welcomes Ice-Snow" in collaboration with the game "Peace Elite" and the Yabuli Yanguang Ski Resort, expanding the output of ice and snow culture.
The role of technological productivity has played a significant role in the development of ice and snow tourism in Heilongjiang. Harbin Hongji Cableway Engineering Co., Ltd. won the bid for the cableway project of the Beijing Winter Olympics, demonstrating its product quality has reached international standards. Tianxingjian (Heilongjiang Tianxingjian Sports Technology Co., Ltd.) and Heilong (Qiqihar Heilong International Ice and Snow Equipment Co., Ltd.) were selected among the top ten ice and snow equipment brands in 2023 in an ice-snow brand activity jointly launched by China Tourism Academy and an industry media. Heilong Ice Skates has been titled the national gold award in terms of quality and is a well-known trademark in China and a world-renowned product.(Edited by Gu Shanshan and Yang Yifan with Xinhua Silk Road, gushanshan.1987@163.com, yangyifan@xinhua.org)
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