Jilin province is making a major push to attract Hong Kong and overseas tourists, leveraging its stunning winter landscapes and the upcoming 2027 FISU Winter World University Games to foster long-term, all-round cooperation between the two regions.

During a culture and tourism promotion event held in Admiralty on Wednesday, representatives from Jilin province introduced the region's unique tourism resources, ranging from snow-covered landscapes to diverse culinary delights and attractions. With the 2027 Winter World University Games — an upcoming winter multisport event for student and youth athletes — set to take place in Jilin’s capital city Changchun from Jan 15 to 25, they believe this presents a prime opportunity to attract global tourists to the region and give a strong boost to the local tourism industry. The universiade is expected to draw around 3,000 young athletes from over 50 countries and regions to Changchun.

Qiu Jiang, president of Jilin Overseas Friendship Association, said Hong Kong and Macao serve as vital hubs for Jilin to connect with international markets, as well as primary source markets for its ice-snow tourism.

Currently, 68 ski resorts are in operation province-wide, with a total ski trail area exceeding 1,414 hectares. Among them, Beidahu Ski Resort is the largest single-unit ski resort in Asia, and Lake Songhua Resort has won the title of China's Best Ski Resort at the World Ski Awards for nine consecutive years.

Numerous travel agencies from Jilin, Hong Kong, and Macao have inked agreements, hoping to jointly host brand promotion events. Qiu said he looks forward to co-hosting branding and promotional activities with Hong Kong and Macao, introducing Jilin’s unique cultural and tourism products, and cementing a lasting partnership between Jilin and the two special administrative regions.

Commissioner for Tourism Ann Chan Wai-yan said Jilin province possesses unique natural resources, making it an ideal summer getaway for Hong Kong travelers, while its autumn and winter scenery is equally captivating — making it a premier destination to experience top-tier ice and snow culture.

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Chan noted that direct flights, operating twice weekly between Changchun and Hong Kong, provide a reliable transportation backbone for cultural and tourism collaboration.

Chan stressed that Hong Kong offers substantial value as an international hub. “Hong Kong received a total of 49.9 million visitors in 2025 and approximately 31.22 million visitors in the first seven months of 2026 — an 11 percent year-on-year increase. With around 20 percent of non-mainland visitors traveling to the mainland via Hong Kong annually, the city vividly demonstrates its crucial role in bringing global tourism inward,” she added.

The event also highlights the iconic scenery of the Changbai Mountain — a national 5A scenic area in the in the southeast of Jilin province — which boasts pristine landscapes and Volcanic Tianchi, a massive crater lake and dormant stratovolcano — as well as relaxing hot spring experiences. A two-hour high-speed train ride would seamlessly take visitors to the mountain after a direct flight from Hong Kong to Changchun.

Jilin province also introduced a new lineup of cultural tourism products, featuring three distinct themed travel routes, each catering to different traveler interests. The routes span multiple destinations, such as Changchun, Baishan, and Jilin cities, and the Changbai Mountain area.

After the promotion section, an agreement signing ceremony between travel agencies from Jilin province and Hong Kong was conducted.

Concurrently, a photo and intangible cultural heritage exhibition was held, featuring thematic photography and non-heritage masterpieces including paper-cutting and fish-skin painting.

Booths showcasing the province’s cultural-tourism features are set at the venue.  

Chen Jianxin, an intangible cultural heritage (ICH) inheritor in Jilin province, has showcased some products related to Ginseng Incense Making Technique. Chen, who also participated in Jilin province’s promotion event in Hong Kong, said that he has received positive feedback from Hong Kong, and hopes to broaden a wider market, as well as deepening the public’s recognition of the craft.

Other ICH items showcased at the event include Morin khuur making craftsmanship, a traditional Mongolian woodworking and artistic practice, and Ping's extract production craftsmanship, a traditional pharmaceutical preparation technique using medicinal materials from Changbai Mountain.

Over 200 representatives from the cultural tourism and business sectors participated in the event.

Contact the writer at atlasshao@chinadailyhk.com