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Urumqi representatives said on Nov 22 during a trip to Shanghai for winter travel promotion that Urumqi is to hold its 14th ice and snow festival on Jan 10, 2017.
The trip signaled that Urumqi had officially started promoting itself as a winter travel destination in the Chinese cities of Fuzhou, Xiamen, Shenzhen and Nanning.
The Urumqi Tourism Bureau’s deputy researcher said that the festival will add upgraded ice and snow activities and sports games to its grand opening ceremony.
"The winter jasmine and peony festival, a lantern show and cross-country travel are all waiting for the participation of the Urumqi people," he said.
The snow festival has become a tourism brand of Urumqi after a 13-year development.
Hai Yan of the municipal tourism bureau said that the 2016 Winter Games gave people from across China a close look at Urumqi's snowy scenery.
