/ There’s a boom in winter sports and snow leisure activities among the Chinese PEOPLE, thanks also to the government’s push. And ski resorts, including indoor ones, are now more numerous in China than in any other country /

The extraordinary success of the latest Ice and Snow World and its host city Harbin as a super-trendy winter tourist destination in recent years demonstrates the passion for winter sports and snow recreational activities that has exploded in China. 

According to observers, the 2022 Beijing Winter Olympics sparked this interest. The Olympics made Chinese people passionate about typically winter sports and recreational activities (skiing, snowboarding, ice skating, etc.), thus rooting a phenomenon that was just emerging: the development of winter tourism and industry. 

With improved economic well-being and new lifestyles for many segments of the population, the snow economy has taken off in China, with demand, supply, and consumption growing rapidly. If in the past winter sports were only for a few fortunate individuals who could afford practicing them abroad (in Japan, Canada, and the Alps), today they enjoy great popularity, especially among young people. 

Statistics reveal that since the 2022 Winter Olympics, 313 million Chinese have practiced snow sports, with 264 million participating in the 2023-2024 winter season. And the growth continues: according to research by the China Tourism Academy, over 500 million people will participate in ice and snow tourism during the peak season in 2024-2025, driving consumption by more than 600 billion yuan (about USD 83.7 billion).

The Chinese government is driving growth

The government, at both central and local levels, is fueling the snow economy’s needs and consumption through various strategies, as it has identified this sector as a growth engine for the nation and domestic tourism. Companies investing in snow tourism, for example, enjoy tax incentives and favorable credit lines. In prefectures with ski resorts, free skiing courses are organized for children. 

Positive results also come from “snow consumption vouchers” provided to the population, which grant discounts and stimulate family spending. Xinjiang Province, for instance, has already distributed vouchers worth over 10 million yuan (around USD 1.4 million) and plans to distribute more worth 24 million yuan (USD 3.3 million). Jilin Province has increased the value of its vouchers to 100 million yuan (USD 13.8 million).

Infrastructure and transportation improvements in winter sports destinations are also stimulating snow tourism. In 2024, Harbin opened 7 new international air routes, including charter flights from Kuala Lumpur. More winter sports tournaments and events, including international ones, are being held in China, sparking interest among those who are not yet familiar with them.

719 ski resorts and the world’s largest indoor ski resort

Twenty-five years ago, China had only 17 ski resorts. Today, the latest China Ski Industry White Book, released in November 2024, lists 719 ski resorts, more than any other country. The growth of indoor ski resorts is also impressive: 10 years ago, there were only 5; today, there are 60, with 10 built in the last year. Six of the world’s 10 largest indoor ski resorts are in China, including the largest one: L+Snow. Opened last summer near Shanghai, L+Snow spans 98,000sq.m, offering visitors a range of activities, including 1.2km of slopes, sleds, snowboards, ice skating, Frozen-themed village walks, train and cable car rides, and more. The complex also features shops, restaurants, and 2 hotels, one with direct access to the slopes. A waterpark and theme park with rides are adjacent to the resort. The first few months of operation have been successful, with predictions suggesting L+Snow may attract 15 million guests by the end of 2025.

Continue reading Games & Parks Industry February 2025, page 40

Photos Courtesy: ©China.org.cn

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