A snow-covered “Love Forest.” Offroad racing on frozen rivers. And the first mandated winter break for children. These are among a range of winter tourism measures that local governments across China have rolled out to boost seasonal travel and consumer spending. 

In northeastern Jilin province, a marriage registration office opened on Dec. 26 at Changbai Mountain as part of a broader push to combine tourism with life events. The “Love Forest” site features a scenic, 1,314-meter snow trail — a number that sounds like “a lifetime together” in Chinese — connecting a series of nature-themed attractions.

Under a nationwide marriage registration policy that took effect in May, couples can now register their marriage at any authorized office using only their ID cards, regardless of where their household registration is based. On its opening day, the Changbai Mountain venue offered vow ceremonies, professional photography, and themed tourism packages, including a love declaration deck at the Heavenly Lake and tailored itineraries for couples.

In the northern Inner Mongolia Autonomous Region, authorities are also tapping into innovative winter activities. In Hulunbuir, the frozen Morigele River now features a 68-kilometer track, drawing hundreds of off-road enthusiasts from across China. 

From Dec. 24 to 28, Hulunbuir introduced its first winter break for students in grades one through eight, along with free entry to winter activities for students and discounts for accompanying parents.

At the winter event sites, families can take part in ice and snow activities, such as catching geese, chasing lambs, spinning traditional ice tops, and curling. Local specialties, including hotpot, roasted lamb leg, and spicy boiled blood curd, are also on offer. Officials expect the region to attract about 300 million domestic tourists this year, with tourism spending projected to reach 450 billion yuan ($64 billion).

In southwestern China, Jinfo Mountain in the megacity of Chongqing has developed “snow study tours” aimed at children of different age groups interested in snow sports like skiing and snow tubing. A manager at the scenic area said that though snowfall has limited peak-season travel, the study tours have helped keep visitor numbers steady.

Editor: Marianne Gunnarsson.

(Header image: Young couples pose for photos near the marriage registration office in Changbai Mountain, Jilin province, 2025. From @悠游吉林 on WeChat)