The policy briefing for the three-year action plan to expand and improve inbound tourism is held on Nov 3. [Photo/Cailian News]

Jilin province has unveiled a three-year action plan to expand and improve inbound tourism, aiming to attract more international visitors, enrich travel experiences, and enhance visitor services.

The plan was introduced at a policy briefing held by the Information Office of Jilin Provincial People's Government on Nov 3. Jointly issued by 11 provincial departments, the plan covers 2026 to 2028.

With its distinctive ice-and-snow attractions, summer retreats, border landscapes, and folk customs, Jilin has seen steady growth in inbound tourism. Northeast Asian markets account for more than 60 percent of its international visitors, while arrivals from Hong Kong, Macao, and Southeast Asia are rising rapidly. In the first three quarters of 2026, inbound visitor numbers increased 39 percent year-on-year.

The plan outlines 10 initiatives across three priorities: attracting visitors, improving tourism products, and upgrading travel experiences. Measures include targeted overseas marketing, international media outreach, partnerships with travel agencies and online platforms, and cooperation with international organizations.

Jilin will also upgrade tourism products, host more cultural and tourism events, improve transport links, and enhance payment services, foreign-language signage, and entry and exit convenience for international travelers.