近日，哈尔滨市文旅部门在冰雪大世界园区内向游客免费发放“冰剑”纪念品的创意活动引发广泛关注和热议，成为冰雪旅游营销的又一成功案例。该冰剑以透明冰雕工艺制成，造型精美，兼具艺术性与趣味性，既呼应了哈尔滨“冰城”的特色IP，又巧妙融入了武侠文化元素，吸引大量游客主动拍照分享，在社交媒体上形成自发传播效应。这一举措不仅提升了游客的参与感和体验感，更通过低成本、高互动的创意形式，进一步强化了哈尔滨冬季旅游的吸引力和口碑。从传播效果看，“免费冰剑”既体现了城市文旅的贴心服务，也展现了利用地域文化资源进行轻量化营销的创新思维。此举不仅拉动了本地旅游消费，也为其他城市的文旅推广提供了可借鉴的思路——通过具象化、情感化的文化符号连接游客，才能让传统旅游资源焕发新的活力。
Recently, Harbin’s cultural and tourism department garnered widespread attention and discussion by distributing free ‘ice swords’ as souvenirs to visitors at the Ice and Snow World park. This creative initiative has become another successful case of winter tourism marketing. The exquisitely crafted transparent ice swords, featuring both artistic and playful designs, not only reflect Harbin’s identity as the ‘Ice City’ but also incorporate elements of martial arts culture, attracting numerous tourists to take photos and share their experiences on social media, generating organic viral exposure.This move enhances visitor engagement and experience while strengthening the appeal and reputation of Harbin’s winter tourism through a low-cost, highly interactive approach. From a communication perspective, the ‘free ice sword’ initiative demonstrates both thoughtful service in urban tourism and innovative lightweight marketing strategies that leverage regional cultural resources. It has not only boosted local tourism consumption but also provided a reference for other cities—showing that tangible, emotional cultural symbols can effectively connect with tourists and revitalize traditional tourism resources.
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