Heilongjiang Tourism Innovation
Heilongjiang's 8th Tourism Conference in Jixi Launches New Itineraries for Cultural Exchange
Anonymous
Heilongjiang Province's 8th Tourism Industry Development Conference opens July 8-9 in Jixi City, a former coal-mining hub now rebranding itself as an eco-tourism destination. The event, built around the theme "Integration, Innovation, and Opportunity," will draw delegations from 13 countries and regions — including Russia, South Korea, and Thailand — for two days of trade talks, performances, and site tours, according to Financial Post.
The conference marks a strategic moment for Heilongjiang. The province generated 370.12 billion RMB in tourism revenue in 2024 — a 67.1% jump from the year before — and officials want to keep that momentum going through the non-winter months, according to Montreal Gazette.
Jixi Trades Coal Mines for Tourism Spotlight
Jixi was once known as China's "Graphite Capital," built on heavy industry and mining. Now the city is attempting a dramatic economic pivot. The conference is its biggest chance yet to prove that pivot is working. Jixi Mayor Sun Chengkun accepted the conference flag from the previous host city, Fuyuan, all the way back in July 2025 — signaling a full year of local preparation, according to Toronto Sun.
The centerpiece attraction is the 130° Industrial Street, where visitors can use augmented reality (AR) to see digital overlays of the city's coal and factory history on real, historic buildings. Analysts see it as a test case for turning "rust belt" ruins into profitable tourist destinations, according to Ottawa Sun.
Three Bold Travel Routes Anchor the Conference
Officials will launch three premium travel itineraries at the event. "Ignite the Games, Rock the Lakes" pairs football matches with lakeside recreation at Xingkai Lake. "Drive the Border, Embrace Wellness" targets road-trip travelers along the G331 border highway. "Explore the Countryside, Learn Through Play" is aimed at families looking for study-tour experiences in rural areas, according to The Whig.
A fourth hook is the signature travel brand "Travel with Sports Events," tied directly to the "Northeast Super" football league. Deputy Director Jiang Xingcheng said the conference focuses on "building a new landscape for 'all-for-one' tourism, leveraging the 'Northeast Super' football events to launch the 'Travel with Sports Events' IP," according to Financial Post.
34 Events Planned, but Small Businesses Stay Cautious
The conference spans 34 separate activities. These include the Xingkai Lake Music Festival, a Cold Noodle Food Festival, business networking sessions, and immersive tours of local sites. Some 31 international travel operators and representatives from 24 countries are expected across the various sessions, according to Montreal Gazette.
Not everyone is cheering loudly. Some local business owners in Jixi say the "simplicity and safety" mandate for the event reflects a tighter budget climate compared to past years. Industry experts also warn that many small tourism operators still face capital shortages, suggesting a gap between government-led mega-events and the day-to-day survival of smaller players, according to Ottawa Sun.
Success in Jixi Could Shape China's Next Five-Year Plan
The stakes go beyond tourism numbers. China is entering its 15th Five-Year Plan period (2026–2030). A strong showing in Jixi would serve as a model for other former industrial cities trying to shift to eco-tourism and digital heritage, according to Toronto Sun. Provincial leadership sees the conference as a key performance indicator for that transition.
The "Explore the Countryside" theme also has a political goal: moving urban money into rural border communities. That aligns directly with Beijing's "Rural Revitalization" mandate. Meanwhile, the broader ice and snow economy — a parallel Heilongjiang focus — is projected to reach 1.2 trillion RMB by 2027, according to Financial Post.
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