The 2025 Leshan Winter Tour and the 27th the Mount Emei Ice and Snow Hot Spring Season officially kicked off on December 14. In the launch ceremony, themed 'Winter Fun, Emei Charm—Enjoying Snow and Hot Springs,' was held at Chengdu Jiaozi Music Square.
During the ceremonial segment, Mr. Liu Yong, Leshan's Cultural Tourism Ambassador, delivered a presentation centered on "Winter Adventure in the Mountains." He highlighted that beyond the classic offerings of "ice and snow viewing, hot spring immersion, and gourmet dining," the city has introduced innovative experiences this year. Visitors can now enjoy a scenic double-decker sightseeing bus tour, exploring iconic landmarks like the Emei South Mountain Malt Whisky Experience Center.
This innovative event unveils fresh winter experiences at Mount Emei, featuring a scenario-based drama that unfolds through four chapters: 'Origin,' 'Vitality,' 'Healing,' and 'Spirituality.' The journey begins with a snow-viewing ascent to the Golden Summit, followed by thrilling competitions at Leidongping Ski Resort, rejuvenating soaks in Lingxiu Hot Springs, and a journey to discover the intangible cultural heritage of Emei martial art, leading the visitors immersing in the mountain's winter magic.
The event unveiled three major public welfare initiatives: Mount Emei Scenic Area's "30 Years of World Heritage Inscription—A Walk with Gifts'" campaign, exclusive shareholder benefits for "Emei Mountain A" (stock code: 000888) in 2025, andenhanced support policies for group tours. These include tailored preferential policies for all-mountain tours, large-scale travel groups, inbound visitors, and educational trips, collectively boosting winter cultural tourism consumption.
At 8 PM, all eyes turned to the 218-meter Twin Towers of Chengdu as the giant screen lit up, marking the official launch of the 2025 Leshan Winter Tour and the 27th Mount Emei Ice and Snow Hot Spring Season.
On the event day, 27 adorable 'Fu Xiang' (blessing elephants) – white elephants with six tusks from Mount Emei – embarked on a parade and interactive tour along Jiaozi Avenue. The transformation from 'white elephants' to 'Fu Xiang' not only preserves cultural heritage but also adds auspicious symbolism, drawing crowds of families to stop and take photos.
The 27th Mount Emei Ice and Snow Hot Spring Season will run through March 2026, transforming Mount Emei into a winter wonderland . Alongside classic winter sports and hot spring therapy, a series of innovative interactive events will take center stage, including the 'Global Search for Emei's Fated Ones,' the Ice and Snow Martial Arts Challenge, and the Cute Snowy Monkey Photography Contest.