The launch of the 2026–2027 ski season and a winter tourism promotion event for Zhangjiakou were held in Shanghai. The event introduced Zhangjiakou’s winter tourism products to visitors in East China, with the aim of expanding its medium- and long-term source markets and attracting visitors to experience the local winter scenery and winter sports.

The promotion connected Zhangjiakou’s winter tourism resources with the East China source market. For tourism services, the event first provided an opportunity to showcase the destination and its products to potential visitors. Whether this will lead to actual trips remains to be seen and will depend on subsequent product information and visitors’ choices.

The promotion reflects Zhangjiakou’s strategy of reaching a broader range of source markets, but its specific impact on visitor numbers will depend on subsequent market response. Further announcements about related tourism products and visitor travel patterns will offer direct indications of the promotion’s effectiveness.