Asian Winter Games Gives Lift to Host City Harbin, China — But It Was Already Rising

It was the largest Asian Winter Games yet with a record 1,275 athletes from 34 countries and regions participating. 

For the host city Harbin, China, it meant a more than 30% increase in the number of inbound tourism orders compared to the same period last year, according to Tongcheng Travel, a popular Chinese online travel agency.

But Harbin’s popularity was well under way before the Games even began. 

It experienced a domestic tourism boom in 2023, driven by increased visibility on social media platforms, according to Xinhua News Agency, the official state news outlet. Posts across Chinese social platforms and Instagram featured the city’s ice castles and four-hour queues for ice slides at the Ice and Snow World. The theme park alone generated over 1 billion views and tens of thousands of posts on Chinese microblogging site Weibo. 

Other travel vloggers and visitors shared skiing guides and livestreams from Harbin’s Yabuli Ski Resort, China’s largest and most popular ski destination, as winter sports became more mainstream following the Winter Olympics in 2022.

While the Asian Winter Games are further boosting Harbin’s visibility, there’s a question of whether it can stay hot. 

“I think this trend can continue, maybe for three to four years,” said Vivian Cheng, a spokesperson for the Ritz-Carlton Harbin. “But if there's nothing more or something refreshing that happens, I don't think it can always continue.”

A Booming Winter Tourism Season

This Lunar New Year holiday, from January 28 to February 4, the city recorded over 12 million visitors, a 20.4% year-on-year increase, according to the Harbin Culture, Radio, Television, and Tourism Bureau. 

Inbound tourists surged by 145% and tourism spending also hit a new high, reaching 19.15 billion yuan ($2.6 billion), up nearly 17% from the previous year. 

In the previous winter season, Harbin surpassed Beijing with 87 million visitors. The latter ranked second, receiving 4 million visitors, according to a report on China’s 2024 top 10 winter tourism cities released by China Tourism Academy. 

The Harbin Ice and Snow World remains the city’s most popular attraction, being the world’s largest ice and snow festival and featuring life-sized ice sculptures, bridges, and castles up to 43 meters high. The park typically opens in late December each year and closes mid-to-late February, as the weather warms up. 

As of February 11, the park reported a record of more than 3 million visitors this season.  

Steps to Winter Fame: The Olympics, Social Media, and Government Efforts 

The 2022 Beijing Winter Olympics played a key role in popularizing winter sports across China and driving growth in winter tourism, according to China’s State Council Information Office.

Following the Olympics, China launched initiatives to develop an “ice and snow economy,” focusing on expanding winter sports and infrastructure, boosting tourism, and supporting other winter-related industries. 

The Ritz-Carlton Harbin says the rise of influencers was key in promoting the city’s attractions. 

“When a place becomes popular, it naturally attracts many KOLs [key opinion leaders] and influencers who share their experiences on personal social platforms,” Cheng said. “Their posts quickly spread, generating interest and inspiring others to visit.”

But it’s not just about the visuals — local and provincial government agencies have taken several measures to promote the city’s tourism development, including increasing high-speed transportation options connecting Harbin to other major cities. 

Looking Ahead: The 2025 Asian Winter Games and a Question of Sustainability 

Harbin’s peak winter travel season will extend through mid-February, until the closure of Ice and Snow World. 

Since the city’s main tourism season is closely tied to the opening and closing dates of the ice theme park, some express concerns about the long-term sustainability of Harbin’s tourism. 

“It’s still cold, but there are no other sightseeing areas or any other interesting things that can attract the guests,” said Adam Yuan, the Ritz-Carlton Harbin director of sales and marketing. 

The Heilongjiang provincial government is working on the development of a “four-season prosperity” plan, which would invest in further cultural festivals and summer outdoor events to attract visitors during warmer months.

Terry Zhu, marketing director at JW Marriott Harbin, says he believes the Games will heighten the city’s visibility, both domestically and internationally. 

“Many may know of China, Beijing, or Shanghai, but they do not necessarily know Harbin,” Zhu said. “The success of the Games means that more areas will go show Harbin, helping more people to understand the city. I think it is helpful to Harbin, a great help.”