The 2025 Shanxi Winter Tourism Season and Influencer Co-Creation Initiative kicked off on Dec 16 in Jincheng, inviting experts and scholars to explore new pathways for the cultural and tourism industries and awarding 30 social media influencers for enhancing the province's tourism appeal through collaborative storytelling and promotions.

The Culture and Tourism Department of Shanxi Province also unveiled five themed winter tourism routes, comprising ice and snow adventures, the heritage of Shanxi merchants, hot spring wellness, intangible cultural heritage and folk customs, and ancient architecture exploration.

Visitors can marvel at the stunning landscapes of the snow-clad Taihang Mountains or witness the Yellow River's breathtaking ice formations at Hukou Waterfall, as well as enjoy a warm winter experience at one of Shanxi's hot spring resources, including the Yunzhong River in Xinzhou, volcanic clusters in Datong, and Dachang Hot Springs in Yangquan.

Tourists can also immerse themselves in the local life of ancient towns and leisure districts, savoring local delicacies and experiencing traditional customs amid the lively winter streets. Additionally, visitors can explore historical sites such as Shanhua Temple in Datong, the Wooden Pagoda in Yingxian, and Foguang Temple in Xinzhou, delving into the profound art of ancient Chinese architecture, sculpture, and murals.