A performance at the ninth Jilin International Ice & Snow Tourism Industry Expo on Dec 18. [Photo provided to gojilin.gov.cn]

A promotional event for the ninth Jilin International Ice & Snow Tourism Industry Expo was held in Changchun on Dec 18. The expo will run until Dec 22, showcasing Jilin's growing role as a global hub for ice and snow tourism, culture, and industries.

This year's expo adopts an innovative model that combines trade exhibitions with a music festival. International industry matchmaking events are also taking place alongside the exhibitions, including the Jilin-Austria Ice and Snow Industry Exchange and the 2025 Jilin Province Tour Operators Conference.

A promotional event for the Jilin International Ice & Snow Tourism Industry Expo. [Photo provided to gojilin.gov.cn]

Public-oriented activities such as an ice and snow fashion week, city-level tourism promotions, and music concerts are also part of the program, creating a platform that integrates trade cooperation, consumer engagement, and cultural exchange.

The event has attracted broad international participation, with representatives from Austria and ambassadors from Malawi, Colombia, North Macedonia, Thailand, Nicaragua, Peru, Lebanon, and Lesotho. The event also drew diplomats and institutional representatives from the United States, Poland, Norway, and Russia, who attended the opening activities.

An exhibition hall at the expo. [Photo provided to gojilin.gov.cn]

Spanning 61,500 square meters, the expo features three main exhibition halls: the ice and snow gala hall hosts continuous performances, the ice and snow culture hall offers immersive experiences such as dry-slope skiing and intangible cultural heritage displays, and the ice and snow consumption hall brings together 123 brands from 17 provinces and cities across the whole industrial chain. A domed second-floor area also hosts a lively winter market, where 12 overseas companies are showcasing international products, creating a vibrant global atmosphere.

The expo aims to become both a flagship event for the ice and snow industry and a winter celebration for the public.