China's winter sports and cultural tourism market has seen remarkable growth as travelers flock to popular snow-covered destinations for the New Year's holiday. With new data from major travel platforms indicating increased interest, industry insiders have noted significant shifts toward winter tourism, extending beyond traditional northern hotspots like Harbin.
On January 1, data from Meituan showed more than 80% growth in search volume for "New Year trips" compared to the previous year. Travelers, particularly younger generations, are eager to embrace the season's offerings, leading to staggering increases in hotel bookings and cultural activity participation across various regions.
For example, Qunar reported bookings for New Year's Eve hotels rose by 1.1 times year-on-year, with almost 60% of reservations coming from millennials and Gen Z. Short trips for one to two days have become increasingly popular, with nearly 70% of consumers opting for quick getaways to ring in the new year with style and excitement.
Meanwhile, southern regions like Lushan and Yunnan are crafting their niche within the winter tourism market. "The ice tourism market now has no geographical division," revealed insights from the China Online Tourism Platform. Where once travelers would head north for winter sports, many are now discovering enticing snow activities closer to home, even within warmer climates.
Activities range from skiing on demarcated runs to enjoying local cultural events, such as traditional hotpot dinners by the riverside at scenic spots like Wuzhen. Tourists savoring these cultural experiences report not just thrill but also deep engagement with the local heritage.
The 2025 New Year celebrations featured diverse winter cultural activities, with Beijing's Culture and Tourism Bureau spearheading ten unique tour routes connecting winter sports with local heritage sites, such as the Great Wall and other cultural landmarks. The routes encompassed ice festivals, sporting events, and engaging folk customs, highlighting the convergence of sport and heritage.
Harbin remains China's winter capital, showcasing its renowned Ice Festival, where guests can marvel at stunning ice sculptures and participate in various snow activities. Snowmobiles, sledding, and snow sliding events remain major draws for holiday visitors, complementing the unique artistic creations made from ice.
Southern cities, too, are stepping up their game. For example, Lushan has crafted its own inviting experiences, such as snow-themed hot springs and cultural festivals. Activities there allow visitors to engage with the natural beauty of the area, also promoting local gastronomy through strategic culinary events.
Dai Qingfeng, the head of Nanchang Social Institute, emphasized the advantages of proximity to snow activities. "The potential for the southern ice tourism market is immense. With artificial snow technology being increasingly accessible, aligning winter sports facilities with nearby urban landscapes is becoming more feasible," he expressed.
Not only are accommodation offerings flourishing, but many regions are innovatively intertwining winter sports with local attractions and experiences. Collaborative arrangements between ski resorts and rural homestays are proving particularly fruitful. By providing services like lodging, dining, and cultural immersion at these extension sites, towns are creating ecosystems around winter tourism.
Local economies are also capitalizing on this burgeoning trend. Farmers and small business owners are now lending their venues for winter-themed activities, having noted the influx of tourists seeking both adventure and authentic local experiences during this season.
Fan Hailang, the director of rural tourism for Jixing County, noted, "We integrate our ice and snow offerings with rural homestays, allowing for diverse experiences and prolonged interactions with our guests." This kind of logistical cooperation is indicative of broader trends across the industry to cater to consumer desires for multi-faceted experiences.
While the outlook remains bright, experts caution against potential pitfalls. According to Dai, "Despite advancements, southern regions must continue to develop their associated service offerings and avoid hasty expansions without sufficient infrastructure to sustain demand." Balancing development momentum with sustainability will be the key to long-term success.
The winter tourism and sports market is rapidly transforming the Chinese cultural tourism sector, infusing it with vibrant new experiences and interests. With each winter bringing enhanced capabilities and innovations, it seems China's cultural tourism industry is ready for exciting new horizons.