On October 16, 2023, in Jilin, China, we delve into the phenomenon of “leaf-peeping tourism” that has ignited the “autumn foliage economy” in the small city of Jiaohe.
Avoiding the crowded tourist spots, 67-year-old Cheng Yingtie chose to explore the Hongye Valley scenic area in Jiaohe City. Surrounded by vibrant red leaves, he captures moments with his professional photography equipment, taking snapshots as fellow visitors relax by the streams.
Cheng has been photographing the autumn leaves for over twenty years. As the colors deepen, his camera hardly rests. “The leaves are most beautiful in the early morning or late afternoon, especially when there’s a light drizzle,” he shares.
Jiaohe, under the administration of Jilin City, is often referred to as the “City of Red Leaves.” It has been recognized three times as one of China’s “Top Ten Most Beautiful Autumn Sceneries.” In recent years, the rise of “leaf-peeping tourism,” rural travel, and “mini-vacations” has invigorated the autumn foliage economy in this northeastern town.
The Hongye Valley, a key viewing area for red leaves, stretches over a hundred miles and offers peak scenery from late September to late October. Zhang Meiling, director of the Jiaohe Tourism Service Center, explains that the valley is home to over ten varieties of deciduous trees. In addition to maple trees, other species like the Acer truncatum and oak create a picturesque tapestry of colors, which has bolstered the enduring reputation of “Jiaohe Red Leaves.”
During the recent National Day holiday, Jiaohe welcomed 283,500 visitors, generating a tourism revenue of 113 million yuan. Tourist hotspots and rural attractions buzzed with activity, benefiting local communities with increased sales in dining, lodging, and transportation.
The Changbai Mountain Red Leaf Tourism Festival, now in its 22nd year, has become a hallmark event in northern China’s cultural tourism scene. This year, Zhang notes, the event featured an “Autumn Exchange” program, connecting visitors with tour groups from five provinces and cities nationwide. The launch of the “Jiao You Li” public brand showcased local specialties like pollen and black fungus, which have become popular souvenirs.
To attract a younger demographic, the tourism season introduced a “Music in the Valley” concert for the first time. Thousands of music enthusiasts gathered in the Hongye Valley, celebrating amidst the stunning autumn landscape.
Interestingly, Jiaohe’s autumn foliage has gained traction on social media, appearing frequently in trending topics on short video platforms. To transform this online buzz into lasting interest, the city has established the “Red Leaf Influencer Jiaohe Cultural Tourism Promotion Team.”
Local officials highlighted ongoing efforts to innovate cultural and tourism projects. During the recent holiday period, the “Sunrise Adventure” at Lafashan drew significant attention, where visitors trekked to witness breathtaking autumn scenery and stunning sunrises over the clouds, marking a new growth point for cultural tourism in the region.
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