China Bets on Aurora Borealis, Snow, and $15 Million to Attract Tourists in Winter

Heilongjiang province in northeastern China is preparing to welcome an exceptional winter tourism season that combines aurora borealis viewing, snow adventures, and entertainment shows, supported by financial incentives and new facilitations for foreign visitors.

The province has launched the third edition of its “100 Days” tourism campaign, running until February 28, 2027, aiming to enhance the region’s appeal as a premier winter tourism destination.

According to Chinese media, the new programs include trips to observe the aurora borealis and sunrise, off-road driving adventures through snow, and culinary experiences featuring local cuisine along the banks of border rivers.

Authorities have allocated tourism vouchers worth 100 million yuan (approximately $15 million), alongside discounts on entrance fees to tourist sites and packages combining high-speed rail tickets with visits to landmarks.

The plan also includes increasing flights on major routes, launching the “Joy Longjiang” platform to serve international tourists, improving multilingual signage, and enhancing foreign currency payment services.