The winter of 2024 to 2025 is expected to be pivotal for tourism and holiday spending trends both in China and the UK. The rise of winter tourism, particularly ice and snow leisure activities, signifies changing consumer behavior and economic vibrancy during this season.
According to recent reports, the nationwide ice and snow leisure tourism revenue is projected to reach 720 billion yuan, highlighting the increasing demand among Chinese tourists. Distinct events and cultural activities are becoming significant draws, especially within cities like Chongqing, where the municipality has planned over 150 unique winter tourism activities to entice visitors.
With winter vacations and staggered travel becoming popular choices, consumers are opting for off-peak travel to avoid crowds and benefit from lower rates. Data from travel platforms such as Tongcheng reveals over 300% growth in search interest for winter recreational activities, with destinations like Harbin, Changchun, and Snow Town gaining considerable attention.
On the other side of the globe, ASDA has unveiled surprising developments as Christmas approaches. Their shopping data indicates remarkable trends, including a staggering 1,730% increase in searches for whole turkeys as families prepare for festive feasts. The supermarket is gearing up for the holiday season like never before, with expectations of record sales spilling over from decorations to premium festive treats.
The interplay of travel and consumer expenditure is marked by notable changes. The winter of 2024 will see millions flocking to participate in unique winter experiences, enriched with creative promotional events. For example, Chongqing’s Mixin Red Wine Town recently held its inaugural homestay festival, merging traditional hospitality with engaging leisure activities. This type of innovation serves to turn what is typically considered the low season for tourism—a time when many businesses experience reduced foot traffic—into a flourish of visitors seeking experiences.
The importance of diversified tourism factors cannot be understated. The rise of personal experience-seeking is aiding the transformation of the tourism industry. Many are now seeking not just vacations, but experiences curated to their preferences, whether it be snowy adventures, hot springs, or cultural explorations. Statistics show there will be roughly 5.2 billion tourist visits for the winter season alone.
Meanwhile, ASDA has identified palpable excitement related to festive clothing and holiday themed foods. Their reports note significant increases in the demand for Christmas jumpers and party attire, showing how consumers are embracing the holiday spirit.
This shift to personalized experiences is echoed by industry experts like Luo Zhibai from the China Tourism Research Institute. He attributes the thriving winter tourism sector to several core reasons: local governments releasing promotional policies to stimulate interest and affordability, a growing consumer desire for diversified travel experiences, and enhanced infrastructure to support visitor needs.
With holiday shopping trends similarly trending upward, analysts foresee chaotic shopping days leading up to Christmas, underscoring the expected 470,000 Christmas puddings to be sold alongside millions of other festive products, showcasing the dynamic interplay of consumer enthusiasm this season.
More than just individuals participating, ASDA recognizes pets accommodating festive celebrations as well, as 10,000 dogs are expected to be gifted winter attire. The multi-faceted approach of engaging consumers—inside and outside the home—exemplifies how deeply the holiday spirit has taken root within various demographics.
Consumers are being driven to both travel and actively participate in holiday spending, resulting from innovative strategies employed by brands and businesses alike. ASDA's forthcoming Christmas launches and Chongqing's exciting winter tourism plans paint a lively narrative of the season as each prepares to cater to jovial anticipation within households.
Winter 2024 can be seen as not just another seasonal shift, but as a transformative moment for tourism and holiday spending, reflecting greater shifts within consumer behaviors across both the East and West. Distinct experiences and cultural engagement are becoming the centerpiece of journeys taken this winter, setting the stage for what promises to be one of the more profitable seasons seen yet.
