As winter Olympic approaches, China’s northern regions are eagerly gearing up for what promises to be a bustling season of ice and snow tourism. The country’s efforts to position itself as a global hub for winter sports and recreation are gaining traction, especially following its successful hosting of the 2022 Winter Olympic in Beijing. This year, tourism experts and industry analysts predict that winter tourism, including skiing, snowboarding, and ice-related activities, will experience significant growth. The boom is fueled not only by the winter sports market but also by a government-backed push to turn ice and snow tourism into a major economic driver.
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Rising Demand for Winter Olympic Sports Tourism: Ski Resorts and Packages Drive Growth
One of the key indicators of the sector’s growth is the remarkable rise in bookings for ski resorts and winter tourist destinations. During this year’s Double Eleven shopping festival, which is akin to Black Friday in the West, Bonski, a prominent ski tourism platform, launched new packages starting at 499 yuan ($68) that included both hotel stays and ski pass tickets redeemable at eight ski cities across China. These affordable offerings have made skiing more accessible to a wider audience, especially considering the increasing popularity of winter sports among the Chinese middle class.
According to data from travel platform Fliggy, Bonski’s flagship store on the platform reported an increase in transaction volume of more than 30 percent compared to the previous year. Industry experts say this is a strong indication of the growing market demand for winter tourism experiences, particularly among first-time Winter Olympic skiers and vacationers looking to combine their love for travel with outdoor Winter Olympic sports.
Flexible Ski Packages: Personalized Travel Options for Tourists
Renowned ski resorts around China have jumped on the trend by launching customized Winter Olympic ski packages, giving guests the freedom to choose flexible accommodation options and stay durations. This allows tourists to plan their trips around their own schedules and preferences, making winter tourism more appealing for a diverse range of travelers.
Notably, some of the most popular ski packages on Fliggy have reported reservation rates exceeding 40 percent, reflecting the strong demand for winter sports experiences. Whether it’s for a weekend getaway or an extended holiday, these packages offer a chance for tourists to experience the thrill of skiing while enjoying the comfort of winter resort amenities.
Expanding Beyond Winter Olympic Skiing: Integrated Ice and Snow Tourism Products
While skiing is the central attraction, several regions across China are expanding their winter offerings by combining cultural, recreational, and tourism elements into unique ice and snow tourism products. In Inner Mongolia, for example, the city of Zalantun recently launched an ice and snow carnival that features not only Winter Olympic skiing and snowboarding but also winter festivals, folk performances, ice sculptures, and local food experiences. This diverse offering allows visitors to experience winter in a more holistic way, blending outdoor sports with cultural exploration.
Similarly, the Ningxia Hui Autonomous Region in Northwest China is preparing for a wide array of cultural and tourism events this winter. Over 120 events will be hosted across five cities in the region, including ice and snow Winter Olympic sports, wine tastings, live performances, and gourmet food experiences. With special discounts on activities and packages, these initiatives aim to attract both domestic and international tourist’s eager to immerse themselves in winter activities while enjoying the region’s unique culture and landscapes. You Can Read Winter Olympic: Milano Cortina 2026 Alpine Skiing Events
China’s Winter Olympic Vision: Catalyzing the Ice and Snow Economy
The expansion of winter tourism and sports aligns with the Chinese government’s larger goal of boosting the ice and snow economy. On November 6, 2023, China issued new guidelines aimed at promoting the development of the ice and snow economy as a key sector for the country’s future growth. This policy push is in response to the growing interest in winter sports and tourism since China hosted the 2022 Winter Olympic, and it is designed to help China establish a sustainable and competitive ice and snow tourism industry.
According to the guidelines issued by the General Office of the State Council, the country is targeting a market scale of 1.2 trillion yuan ($167 billion) by 2027. By 2030, China aims to have a fully integrated ice and snow economy, where winter sports and tourism consumption are central to economic development. The guidelines also call for increasing investment in ice and snow infrastructure, improving public engagement in Winter Olympic sports, and supporting a thriving winter tourism market.
The Economic Impact: Winter Olympic Skiing Becomes a Multi-Faceted Experience
The guidelines recognize the importance of broadening the scope of winter sports beyond just the sport itself. As Zhang Lingyun, the executive editor-in-chief of Tourism Tribune, points out, the transformation of Winter Olympic skiing from a purely athletic activity into a vacation experience has opened up new opportunities for the industry. This shift demands a wide range of services to support the growing market, including the development of facilities, specialized gear, and abundant accommodation options.
Furthermore, the increase in winter tourism has sparked demand for complementary products such as outdoor apparel, ski gear, sports drinks, and even Winter Olympic foods. As more tourists flock to ski resorts, the economic impact is not just limited to tourism revenue but extends to a broader supply chain that includes equipment manufacturers, retailers, local food vendors, transportation services, and infrastructure development.
Growth of Ice and Snow Tourism: 2023-2024 Season
The 2023-2024 snow Winter Olympic season has already proven to be one of growth for China’s ice and snow tourism industry. According to the General Office of the State Council, the country experienced a 38-percent year-on-year increase in visitor numbers and a 50-percent rise in revenue compared to the previous year. Online travel data also shows a 132.5-percent growth in total spending on ice and snow tourism compared to the 2019-2020 Winter Olympic season, underscoring the rapid pace of growth in this sector.
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The strong performance of China’s ice and snow tourism is also being fuel rising disposable incomes among Chinese consumers, especially in the middle and upper-income segments. Many of these tourists are seeking unique vacation experiences that combine adventure and relaxation, with winter resorts offering a perfect mix of both. The increasing availability of affordable travel packages has made winter sports more accessible to a wider demographic, further supporting the sector’s growth.
The Road Ahead: A Promising Future for Winter Olympic Sports in China
Looking ahead, China’s winter tourism and sports market is poise to continue expanding rapidly. With the central government backing the growth of the ice and snow economy, the market for winter sports tourism, along with associated industries, is expect to reach new heights over the next decade. The Winter Olympic legacy, combined with growing consumer demand for leisure travel, outdoor activities, and sports, has set the stage for China to become a global leader in winter sports and tourism.
This growth is not just limit to traditional skiing and snowboarding, but extends to ice fishing, ice climbing, snowmobiling, and other winter-based activities. Ski resorts and Winter Olympic sport destinations are diversifying their offerings to cater a wider audience, and with the government’s continued support, China’s ice and snow economy is set to a pillar of the country’s economic landscape.
Winter Olympics Legacy: Fueling China’s Ice and Snow Economy
The success of the 2022 Beijing Winter Olympics has played a pivotal role in fueling China’s burgeoning winter tourism and sports industries. The combination of significant policy support, growing consumer interest, and the expansion of winter sports infrastructure is positioning China as a key player in the global Winter Olympic tourism market. With continued growth expect in the coming years, China’s northern regions are set to become a hub for winter sports enthusiasts, tourists, businesses looking to capitalize on the growing demand for winter-relate experiences.
From the booming ski resorts to cultural ice and snow events and government-backed initiatives, China’s winter tourism sector is an exciting and dynamic industry that is sure to play a significant role in the country’s economic development over the next decade. As more people embrace Winter Olympic sports and tourism, China’s ambition to turn ice and snow into a major economic asset is quickly becoming a reality.
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