The China National Tourist Office in London has organised for four UK travel bloggers to depart for Harbin, China’s ‘Ice City’, to participate in the “Ice City, Fujian Charm – European Travel Media and Influencers Tour of China”. The familiarisation trip is hosted by the Bureau of International Exchange and Cooperation of the Ministry of Culture and Tourism, and organised by the Fujian Provincial Department of Culture and Tourism alongside the Harbin Municipal Bureau of Culture, Broadcasting, Television and Tourism.

On 12 January, travel media and influencers from multiple European nations arrived safely in Harbin, officially commencing their field trip to explore the winter culture and tourism resources of Northern China. The China International Travel Service Limited (CITS) is responsible for all ground handling and reception for the tour, with Air China serving as the official airline partner providing comprehensive aviation support.

The initiative aims to invite mainstream European travel media and content creators to visit China, allowing them to record the country’s rich and diverse cultural and tourism resources through an international lens. The project seeks to further promote tourism exchange and cooperation between China and Europe, whilst enhancing the influence of the Chinese cultural tourism brand within the European market.

China’s winter tourism sector is currently transitioning from simply “attracting global attention” to “deepening international connections”. The rising popularity of ice and snow tourism continues to drive consumption upgrades and promote industrial integration, serving as a microcosm of China’s commitment to high-level opening up and high-quality economic development. Using ice and snow as a medium, the initiative seeks to deepen international cooperation, drive innovation in tourism products and business models, and establish tourism cooperation as a vital bond fostering understanding and affection between nations.

Air China is providing full aviation assurance for the itinerary. The media group departed London on the evening of 11 January (UK time) aboard an Air China flight, transferring via Beijing to arrive successfully in Harbin on 12 January (China time). Relying on its extensive international network and efficient operational standards, Air China has provided robust support for this cross-regional, multi-city international cultural exchange.

Upon arrival in Harbin, the delegation was greeted by temperatures of minus 15 degrees Celsius. Reception operations were well-organised with seamless logistical transitions. Following the completion of necessary formalities, the group checked into the Harbin Friendship Palace Hotel—a historic establishment located on the banks of the Songhua River—where they concluded their first evening’s agenda.

In the forthcoming itinerary, the group will conduct in-depth visits to iconic Harbin landmarks, including Central Street, the Harbin Ice and Snow World, and Sun Island. Through on-site experiences, visual documentation, and interactive exchanges, they will present a multi-dimensional view of Harbin’s winter tourism resources, historical heritage, and contemporary development from an international perspective.

As a crucial stop on this tour of China, Harbin creates an opportunity to showcase the rich substance of Northern China’s winter destinations to the European tourism market, highlighting the city’s unique ice and snow culture and urban charm.