BEIJING, July 3 (Xinhua) -- As peak summer approaches, China's tourism sector is innovating to beat the heat.
Resorts craft specialized cooling tourism by leveraging local ecology and cultural assets, and anti-heat products thrive on policy tailwinds. Coupled with business-culture-tourism integrated nighttime offerings, the burgeoning "summer escape economy" is fueling a consumption surge nationwide.
This undated photo shows an aerial view of a resort near the Changbai Mountain scenic area in northeast China's Jilin Province. (Xinhua)
-- Summer resorts crafted by leveraging local resources
Strolling along rain-freshened forest trails, breathing in botanical scents as mountain breezes caressing cheeks with cool whispers, this serene experience is offered by Huamei resort in Changbai Mountain region, northeast China's Jilin Province, which recently launched its summer operations. Capitalizing on prime ecological assets, the destination draws crowds to escape the heat while "checking in" at its signature 22°C summer retreat.
"The resort is expected to receive over 300,000 visitors this summer," said Lei Yanwen, head of the market promotion department at the Huamei resort, noting that a new project featuring canyon adventure park will be launched to allow visitors immerse themselves in nature and foster a love for the outdoors.
Located in Beibei District, southwest China's Chongqing Municipality, the Jindaoxia scenic area boasts a canyon stretching approximately 10 kilometers. The scenic area thus developed a unique stream descending activity. "When the stream splashes against the body, it feels cool while also helps us relax," said Zhao Rui, a Chongqing resident.
From forest wellness retreats in Jilin's Changbai Mountain to ocean-view cooling along Zhejiang's eastern coast, from horizon-stretching grassland road trips in Inner Mongolia's Hulunbuir to countryside stays in Yunnan's Qujing, China's summer escape destinations are diversifying at scale and continuing gaining traction nationwide.
-- Policy fuel spurs "cooling consumption"
The combination of recent scorching weather and policy incentives is driving the popularity of air conditioning appliances, heating up relevant consumption.
In various supermarkets in Zhongxian County, Chongqing, products like air conditioners and electric fans have entered the peak sales season, with subsidy policies further fueling relevant consumption.
"With subsidies, I can save over 2,000 yuan on this air conditioner," said Wang Yangliu, a customer selecting an air conditioner at the Suning Appliance store in Zhongxian.
"Since June, government subsidies have strongly boosted green consumption, with high-efficiency air conditioners accounting for over 80 percent of our sales," said Guo Chaobin, manager of the Suning Appliance store in Zhongxian.
It's learned that some merchants also offer free on-site old appliance removal, installation, and extended warranty services. Some stores have introduced "cooling packages," combining air conditioners with refrigerators and electric fans, driving sales to surge further.
Another highlight in this "cooling consumption" wave is creative ice cream featuring cultural elements.
White peach-flavored "Changbai Mountain Tianchi," cream-flavored "Ji'an Guitar," strawberry-flavored "Changchun Film Museum"... This summer, many scenic areas in Jilin have launched instagrammable ice creams featuring local characteristics. For many travelers, no trip is complete without an instagrammable ice cream shot in front of a landmark.
At Changchun Jingyuetan National Forest Park, landmark-themed ice creams are a huge hit among visitors. "The cultural-themed ice creams have been selling up to 11,400 units per day at peak," according to Zou Minghua, general manager of Changchun Jingyuetan Tourism Development Group Co., Ltd.
-- Innovative scenes ignite night economy
As night falls, the Erdao Baihe Town at the foot of Changbai Mountain comes alive with vibrant energy. A night market is glittering with lights and buzzes with crowds along its 500-meter-long cultural and commercial pedestrian street. Over 60 food stalls and Changbai Mountain-themed creative booths line both sides, where visitors savor local delicacies, explore the night market, and immerse themselves in the unique charm of a Changbai Mountain summer night.
"The night market has become a must-visit for tourists and serves as a crucial component in our strategy to showcase 'Changbai Mountain beyond Tianchi' through comprehensive tourism development," said Zhang Qiusen, a member of the project planning team.
This summer, Changbai Mountain has also reintroduced its free shuttle bus service connecting popular attractions, significantly enhancing the overall visitor experience.
Seated inside the Guixiu Theater at Longli Water Village in Qiannan, southwest China's Guizhou Province, visitors are greeted by a refreshing mist and the glow of holographic projections. Since summer began, tour groups have been arriving daily to experience immersive performances like "Guixiu" and discover the cultural charm of Guizhou's landscapes.
To attract more visitors during the peak season, the theater has partnered with travel agencies to launch a "summer escape express" shuttle service connecting high-speed rail stations and airports, explained Xu Liming, the theater's general manager, noting that soon they will also introduce a bundled "summer cool pass" combining homestays, live performances, and night tours.
The cooling resources should be leveraged to continuously meet the consumers' diverse needs, according to Xin Benlu, a professor at the School of Business and Management at Jilin University, believing that the potential of ice and snow culture can also be deeply explored in summer by developing cultural-themed and creative products and performing arts activities, which can not only attract tourists in summer but also warm up the winter market.
(Edited by Niu Huizhe with Xinhua Silk Road, niuhuizhe@xinhua.org)
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