During the three-day New Year holidays at the beginning of January, Harbin, capital of Northeast China’s Heilongjiang Province, faced frigid temperatures of -20 C. Despite the harsh conditions, the city generated 5.91 billion yuan (US$820m) from over three million visits, equivalent to over 1 percent of its 2022 GDP. Constructed in just 15 days, the annual Snow and Ice Festival is the city’s primary winter attraction. However, due to an unexpectedly high volume of complaints on December 18, 2023, when visitor numbers were too high and people missed out on some attractions, the local government promptly refunded the day tickets and issued an apology. This swift action not only benefited the event’s brand but also boosted other sectors like local bathhouses, which saw a 324 percent year-on-year increase in customers, primarily from holiday travelers.
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