Snow tourism turns Erhe into wonderland

On the fourth day of the Year of the Snake, red lanterns adorned a small village in China's northernmost region, drawing thousands of visitors to celebrate Spring Festival in a winter wonderland.

"Covered in thick snow, with smoke rising from chimneys as the sun sets, the snow village of Erhe in winter is like a fairy-tale world," said Fu Ximin, a tourist from Anhui province.

Rather than heading south to warmer destinations like Hainan province and Yunnan province, Fu's family opted for a snowy retreat in Northeast China. Ice and snow tourism, led by cities such as Harbin in Heilongjiang province, has surged in popularity in recent years.

Located around the 43rd parallel north, Erhe village in Shulan city, Jilin province, is recognized as one of the world's top regions for natural ice and snow resources. After nearly a decade of development, the once-remote mountain village has transformed into a bustling winter tourist destination.

With snowfall lasting five months a year, Erhe sees the heaviest accumulation in Jilin, with an average snow cover of 1.5 meters. Despite being home to only about 400 residents, the village committed to tourism development in 2016. Since then, nearly 40 million yuan ($5.5 million) has been invested in ice and snow entertainment centers, light shows, observation decks and other facilities.

Today, out of more than 100 households, 36 operate homestays, offering accommodations for 500 overnight guests and meals for 1,300 people.

"Erhe village, known as Jilin's 'Snow Village,' is one of the province's top destinations and was named a 'Beautiful Leisure Village of China' by the Ministry of Agriculture and Rural Affairs in 2018," said Lu Caishu, the village secretary. "In 2019, it was recognized as one of the 'National Key Villages for Rural Tourism' and 'Top 100 Beautiful Rural Villages in China.'"

China's push to develop winter tourism aligns with a national vision first articulated by President Xi Jinping when he was Party secretary of Zhejiang province.

In 2005, Xi stated that "clear waters and green mountains are as valuable as mountains of gold and silver." Eleven years later, he expanded the concept, saying, "Ice and snow are also as valuable as gold and silver."

Inspired by this vision, Lu, chairman of the Erhe Snow Village Tourism Development Co, led efforts to develop tourism in the village.

"The villagers, who traditionally relied on farming and livestock, initially struggled to embrace tourism because it was unfamiliar and uncertain," said Lu, 56.

Cattle farming was once the mainstay of Erhe's economy, and when the tourism company first began operations, cow dung littered the village, creating an unpleasant experience for visitors. To set an example, Lu sold his own cattle below market value and committed fully to developing ice and snow tourism.

The Shulan government backed the initiative. In the winter of 2016, Erhe Snow Village welcomed more than 20,000 visitors in just two months, generating over 800,000 yuan in revenue. Each household saw an income boost of about 5,500 yuan, according to local authorities.

Sun Linlin, who previously ran a driving school, saw an opportunity. In 2016, after learning of the government's tourism push, she expanded her home into a 200-square-meter farmhouse.

Determined to bring high hospitality standards to Erhe, Sun traveled to Heilongjiang and Shandong provinces to study advanced business models. The following year, she invested over 2 million yuan to build Sun's Family Courtyard, a 1,100-square-meter homestay that is now the village's largest. It can host 500 guests for dining and 100 for accommodation.

In 2021, Sun's Family Courtyard was designated as a national-level C-grade homestay.

Ahead of the snow season, Erhe village ramped up preparations. The village has rebuilt a 2,000-meter circular road, opened a snow village market and added picturesque sites to boost visibility and online engagement.

Along the main road, more than 10 "Door-to-Door Culture" themed homestays have been established, where visitors can experience Northeast China's traditions — sitting on heated brick beds and enjoying local tea.

"Every night, the snow village hosts light shows, fireworks displays and other cultural activities to offer visitors a top-tier ice and snow experience," Lu said.