On November 4th, the Information Office of the People's Government of Heilongjiang Province held a press conference. At the meeting, Shen Guangchun, Deputy Director of the Department of Culture and Tourism of Heilongjiang Province, stated that this winter, Heilongjiang Province will launch the "Hundred Day Action" for winter ice and snow tourism from November 8, 2025 to February 28, 2026. In fact, recently, Guangdong, Fujian, Qinghai, Jiangsu and other places have increased their layout of cultural and tourism consumption to better meet the personalized, diversified and high-quality material and cultural needs of the people. Winter is the peak season for consumption, and holidays such as New Year's Day and Spring Festival provide good opportunities to open up consumption growth space, and the ice and snow economy will also shine. Associate Professor Liu Chunsheng from the Central University of Finance and Economics told reporters that taking advantage of this opportunity to deploy cultural and tourism consumption work can better attract customer traffic and turn it into tangible consumption and economic growth. Currently, local governments are taking multiple measures to create new scenarios for cultural and tourism consumption, which can be summarized as mainly reflected in four aspects: "benefiting the people," "innovation," "characteristics," and "integration. In terms of benefiting the people, many places provide tourists with real benefits by issuing large consumption vouchers. Some places have also established a model of "government subsidies+platform discounts+merchant promotions", providing benefits for public travel and entertainment through cultural and tourism consumption gift packages; Some places support tourists to participate in lottery activities with invoices issued by local business entities, adding extra fun to the tourism process. In terms of innovation, local relevant departments mainly focus on two aspects. On the one hand, supporting the integration of advanced technologies such as artificial intelligence, virtual reality, and metaverse into consumer scenarios has given rise to a large number of perceptible and interactive new cultural and tourism experiences; On the other hand, actively guide the coordinated linkage between urban commercial facilities and tourist attractions, historical buildings, performance venues, etc., and develop new cultural and tourism scenes based on this. Zhu Hualei, Senior Investment Advisor of Shaanxi Jufeng Investment Information Co., Ltd., said in an interview with reporters that the above innovative measures indicate that the investment model of cultural and tourism scenes in various regions is changing, gradually transitioning from "hard development" to "soft development", and starting from small incisions to promote the revitalization of the scene. This can not only further stimulate the vitality of cultural and tourism consumption, enhance consumer experience, effectively activate existing commercial facilities, optimize resource allocation, but also expand effective investment and enhance the resilience of local economic development. In terms of characteristics, various regions are increasingly emphasizing the cultural heritage of cultural and tourism products or services, continuously promoting the infiltration of ice and snow culture, intangible cultural heritage culture, folk culture, historical culture, etc. into cultural and tourism scenes, in order to build cultural and tourism brands and enhance local cultural influence. In terms of integration, as a segmented field of the consumer market, the boundaries between cultural and tourism consumption, sports consumption, education consumption, health consumption, etc. are becoming increasingly blurred. The same consumption scenario often reflects the figures of different industries, such as study tours, health and wellness tours, etc. At the same time, local departments tend to encourage and support this development trend in the process of deploying their work. Zhu Hualei analyzed that in a specific cultural and tourism scene, tourists' consumption needs are often diversified rather than single. The integration and development of cultural and tourism consumption with other segmented fields are giving rise to more and more one-stop and composite consumption scenes, which can better meet tourists' needs. In addition, driven by the pursuit of resource sharing, efficiency improvement, and cost reduction, the trend of mutual infiltration and promotion between different industries is becoming increasingly evident, providing assistance for the integration of cultural and tourism consumption with other sub sectors. Consumption is an important engine of economic growth, and cultural and tourism consumption is an important lever for optimizing consumption increment and cultivating new growth points. The interviewed experts generally believe that in the future, more places will release new policy measures for cultural and tourism consumption, creating favorable conditions for expanding domestic demand and promoting consumption this winter. Hong Yong, a think tank expert at the China Digital Integration 50 Forum, told reporters that in the process of promoting the implementation of new policies, various regions should strengthen systematic guarantees, optimize financial support systems, encourage banks and other financial institutions to develop targeted credit products, and better meet the financing needs of cultural and tourism enterprises; Further simplify the approval process for cultural and tourism activities, and reduce institutional transaction costs on a legal and reasonable basis; Improve the construction and management level of tourism transportation public service facilities, optimize tourism transportation services, and ensure the safe and smooth travel of tourists. (New Society)