The iconic Yantai Mountain scenic area is faintly visible amid the snow, like a scene from a fairyland. [Photo/VCG]

Yantai, a coastal city in East China's Shandong province known for its snowy winters, has turned its seasonal climate into a growing tourism attraction.

The unique beauty of "cold-flow snow" along its seashores attracts visitors from southern China, including Shanghai, Shenzhen, and Hangzhou.

"I've never seen snow meeting the ocean like this — it feels like a winter fairytale," shared a traveler from Hangzhou, echoing the sentiments of many.

The city's transformation began with strategic planning. In late 2025, local tourism authorities launched a development plan for winter experiences. Key initiatives included creating artificial snowscapes in historic districts like Hongkou 1920, organizing festive events at ski resorts, and offering discounted tickets at major attractions. These efforts provided visitors with photogenic, interactive experiences — from building snowmen by the sea to feeding seagulls on snowy beaches.

Visitors admire the snowscape and feed seagulls at the Eight Immortals Crossing the Sea scenic area in Yantai. [Photo/WeChat account: penglai_tourism]

Online promotion played a key role. A live broadcast on Jan 11 showcasing Yantai's snow-covered coastline attracted over 500,000 viewers, while social media campaigns garnered billions of views using hashtags such as "Winter in Yantai". Additionally, tourism delegations promoted the city in other winter destinations, distributing local products and extending personal invitations to travelers.

By blending natural beauty, curated experiences, and strategic marketing, Yantai has turned a seasonal challenge into sustainable tourism growth, offering a model for other destinations looking to capitalize on their unique climates.