Why snow is Erhe's new most valuable asset

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To support his small tourism business in Erhe, northeastern China's Jilin Province, Lu Caishu sold all of his 110 cows.

His decision was considered risky two years ago, especially among the villagers who had stable incomes from raising cattle, but Lu was convinced that the tourist industry would offer a more lucrative and sustainable way to make money.

Last year, the money that Lu invested in his business began to pay off. During this winter, he received more than 5,000 customers, bringing in nearly 300,000 yuan (44,500 U.S. dollars). "It only takes me three to four months to take care of my business, but I had to work for a whole year when I used to make a living raising cattle," Lu said.

Snow sculptures in Erhe village in northeastern China's Jilin Province. /VCG Photo

Not only does Lu run one of the most profitable guesthouses in the village, but he has also set up a travel company that allows investors to receive dividends by the end of the year.

His business is so successful that more ambitious villagers began their own guesthouses to cash in on the booming tourism. There are now 50 guesthouses and restaurants in the village owned by 126 households.

Each winter, Erhe attracts more than 8,000 tourists. According to the local tourism sector, the number is expected to reach 100,000 this year. "I've always wanted to start my own business, and the winter tourism helped to realize my dream," said Sun Linlin, who invested over two million yuan in her guesthouse.

Sun's guesthouse is now the biggest in Erhe, and she receives nearly 400 customers each day during the peak season. "There is huge potential in winter tourism as more people seek the rural lifestyle to relieve the stress they face in big cities," she said.

A "corn house" in Erhe village in northeastern China's Jilin Province. /VCG Photo

Last winter, Erhe's total tourism revenue reached 10 million yuan. More than 80 percent of the villagers now work in the industry, and over 60 percent of them run their own businesses. Restaurants, guesthouses, souvenir shops, theaters, and museums have sprung up throughout the village.

The boom in tourism also brought villagers back from the bigger cities where they had moved for better opportunities.

"I never though snow would become Erhe's most valuable asset," said Liu Hongcai, owner of a local brewery.

(Cover: Fireworks in Erhe village in northeastern China's Jilin Province. /VCG Photo)

Source(s): China Daily