Southern parts of China discover joy of snow tourism

Twenty-six-year-old Yi Wei could barely contain her joy as she watched snowflakes swirling around her while on a trip to Lushan Mountain in Jiangxi province in January last year. "My friends and I had planned to climb the mountain and enjoy a snowy day," said Yi, who rarely gets to see snow in her native Fujian, a southeastern coastal province.

She did not have to travel too far to experience the thrill of this winter wonder. Jiangxi is right next to Fujian. After seeing numerous posts on the social media platform Xiaohongshu, Yi and her friends decided to go and enjoy the snow for themselves.

"We began monitoring the weather in Guling town about a month in advance because snowfall can be very unpredictable.

"When we noticed the temperature dropping below zero for three consecutive days on various weather apps and saw videos from local bloggers on Xiaohongshu showing heavy fog, we knew there was very high chance of snowfall," Yi said.

On Jan 22 2024, Yi and her friends went to Lushan from Xiamen by high-speed train and set out on a three-day, two-night ice and snow tour.

"Fortunately, we experienced heavy snowfall in the mountains, it was breathtaking," she said.

"As I walked, all I could hear was the sound of my boots crunching on the thick layer of snow and the wind whistling through the trees. A song called Sweet Rumors started playing in my mind. At that moment, my surroundings were entirely white, and the joy in my heart swirled like the snowflakes falling from the sky," she said.

In recent years, thousands like Yi have visited Lushan Mountain to admire the snow-clad scenery. On social media platforms, Lushan Mountain is often referred to as the best place for viewing snow in southern China, with some even calling it the "Hokkaido of Jiangxi".

In December 2023, Lushan Mountain attracted 174,100 visitors in just 10 days. Traditionally a summer resort, Lushan Mountain's daily visitor numbers during winter now rivals that of the summer months.