Although the ski resort has not yet opened, Zhu Caibin, Deputy General Manager of Shenyang Northeast Asia International Ski Resort, walked into the conference room early on the 1st to discuss the specific details of the landing of the 2024 National Ski Orienteering Challenge Shenyang Station with the organizers. There are many competitions that have expressed interest in cooperating with our ski resort this year. Both the level of the competition and the number and level of participants have shown a continuous improvement trend after the Beijing Winter Olympics, which has also made many brand sponsors increasingly recognize the promotional value of ice and snow events Zhu Caibin said. Liaoning is located in the golden snow belt at 42 degrees north latitude, with daytime temperatures ranging from minus 5 degrees Celsius to minus 15 degrees Celsius in winter. It is known as "warm ice and warm snow" and is very suitable for ice and snow sports. At present, there are 31 ski resorts in operation in Liaoning, with a ski slope area of 266 hectares, 28 aerial ropeways, 12 indoor ice skating rinks, and more than 100 outdoor natural ice skating rinks in winter. These facilities provide a solid foundation for the development of ice and snow sports. While the infrastructure is becoming increasingly perfect, various regions in Liaoning are constantly creating consumer products with regional characteristics such as "snow villages," "snow towns," "ice and snow folk parks," "ice and snow worlds," and "ice and snow carnivals," and promoting them on new media platforms to continuously expand their influence. According to statistics, during the 2023-2024 ice and snow season, the number of ice and snow projects in Liaoning will reach 110, nearly doubling from 2020; The investment amount in the ice and snow industry is 573.62 million yuan, an increase of 140.3% compared to the 2022-2023 ice and snow season. Liaoning Province has integrated ice and snow sports with hot spring health preservation, intangible cultural heritage customs, specialty cuisine, northern homestays, etc., promoting and disseminating traditional ice and snow culture, and endowing it with new era connotations. We held mass ice and snow entertainment events, such as ice playing, skiing, ice sailing, ice fishing, ice crossing, snow football, ice Loong Boat, ice skating, ice skating, and other activities. At the same time, we carried out relevant art performances, such as intangible cultural heritage, New Year customs, ice lanterns, and effectively enhanced Liaoning winter ice and snow culture experience. " Cao Yang, Deputy Secretary of the Party Group and Deputy Director of Liaoning Provincial Sports Bureau, said. At present, Shenyang City in Liaoning Province is deeply integrating the ice and snow industry with cultural and sports tourism to create a unique winter tourism brand. Shenyang has launched four major themes and over 300 activities, namely "Winter Tour Shenyang", "Winter Joy Shenyang", "Winter Sports Shenyang", and "Winter Tasting Shenyang", which not only enrich the winter tourism experience for tourists, but also enhance the visibility and influence of Shenyang's ice and snow industry. According to statistics, during the Spring Festival in 2024, multiple indicators of the tourism market in Shenyang reached a historical high, receiving a total of 11.1213 million tourists and generating tourism revenue of 15.147 billion yuan, with year-on-year growth of 124.20% and 254.85% respectively according to comparable standards. In addition, Liaoning has strengthened exchanges and cooperation with provinces such as Heilongjiang, Jilin, and Xinjiang, established and improved joint marketing and promotion mechanisms, and increased promotion efforts in source provinces such as Jiangsu, Shanghai, Guangdong, Hubei, and Zhejiang, seizing the joy of Beijing tourists visiting Liaoning for "weekend tours" and transforming "traffic" into more "retention". Liaoning is creating multi-dimensional 'immersive' ice and snow consumption scenarios, cultivating more ski tourism resorts and ice and snow service complexes, and building ice and snow consumption products with Liaoning characteristics. Give full play to the communication advantages of the Internet and new media, invite "Internet celebrities" and "Big Vs" to experience, promote Liaoning's unique ice and snow tourism resources, especially the popular ice and snow hot spring culture, enhance brand influence, and strive to take the first mover advantage in the country. " Cao Yang said. (New Society)