Warmer times in snowy climes
Heilongjiang Province is striving to build ice and snow tourism into the pillar of its economy. |
Many in the industry believe personalized service and upgrading of facilities are crucial for success in the face of cutthroat competition from neighboring provinces.
Zhu Xiaohu, president of the Longzhu Ski Group, one of the largest ski companies in Heilongjiang, said: "With fast development of the ski industry in China, travelers have more choices to enjoy themselves. In a bid to attract more tourists, more and more companies have enhanced competitiveness on management, infrastructure and service."
Since last November, the province has hosted a string of activities to boost local tourism, including the Heilongjiang International Ski Festival, the Harbin Lantern Carnival, and the Heilongjiang Winter Swimming and International Snow Sculpture Competitions. These exciting events have been successful in triggering a tourist boom in the province.
Beautiful ice sculpture amid colourful fireworks is exhibited in a recent ice sculpture exhibition in Heilongjiang. |
Surveys show that skiing is the main draw for about two-thirds of the tourists to Heilongjiang.
Local tourism officials said that many ski resorts adopt a "10-second arrival" service to attract visitors. This means that if a skier falls down, resort attendants arrive to assist and instruct them about safer techniques within 10 seconds.
Beijing resident Tian Xiaoya who visited the Erlong Mountain Ski Resort in Heilongjiang said: "When a resort worker saw that it was hard for me to put on ski shoes, he quickly came to help me; when I slipped slightly on the slope, several coaches ran to me to help."
"As ski resorts are more or less the same, I will choose the one with better service," she added.
For tourists from South China, who face the dilemma of longing to experience the northern winter but are afraid of the cold, eight large ski resorts have launched the "warm-house" program, equipping restrooms and coffee shops with advanced temperature maintenance technology.
Many resorts also offer free coats and shoes, besides free skiing gear.
The program has undoubtedly meant a warmer welcome for tourists to the snowy mountains.
Dong Hongyang, a researcher at the Heilongjiang Academy of Social Sciences, said innovation was crucial for sustainable development of the sector.
"The focus is on creating more quality products, improving infrastructure, and promoting diversified tourism products for travelers," he explained.
The skiing industry is flourishing in some 20 cities in the country and many of them offer special services, along with distinctive historical or cultural features.
Heilongjiang has also recently revised its ski resort quality management regulations aimed at improving standards, in a bid to make the sector the mainstay of the province's tourism industry.
(China Daily 03/07/2007 page20)
