An enthusiast snowboards down at top speed, at the new Mazong Mountain Ski Resort in Hohhot city. [Photo by Xu Ting/provided to chinadaily.com.cn]

A campaign to promote ice and snow tourism in North China's Inner Mongolia autonomous region kicked off in the region's capital city of Hohhot on Jan 27.

The event was sponsored by the region's culture and tourism department and will last around a week.

During the event, Inner Mongolia will promote local cultural works—the "Love of Hulunbuir" , "Taste of Inner Mongolia" and "Arxan, A Small Town of Ice and Snow"—to more than 40 overseas Chinese cultural centers and tourism offices, China's overseas embassies and consulates, internet companies and other platforms.

It aims to further increase the popularity and influence of Inner Mongolia's culture and tourism at home and abroad.

At a press conference on the campaign held on Jan 27, Inner Mongolia launched 11 winter travel routes and 10 tourism activities.

The travel routes involve the region's Hulunbuir, Arxan, Chifeng, Tongliao, Ulaanqab, Ordos, Hohhot and Baotou cities, as well as the Xiliin Gol and Alshaa leagues.

In addition to scenery and historic sites, this year's travel routes and activities include food, folk customs, performing arts, cultural and creative events, intangible cultural heritage items and more in a bid to improve the tourist experience.

Additionally, a series of cultural performances will be held to entertain tourists and residents during winter. They are scheduled to run until the end of February.