The 2023 Skiing Trip Trend Report, released by a prominent online travel platform, has highlighted a significant surge in the popularity of skiing and related activities in China. In the first week of November alone, there was a 120 percent increase in skiing-related searches, with booking volumes for skiing tickets and related products rising by over 100 percent monthly. Hotel reservations in Zhangjiakou, Hebei Province, a site of the Beijing Winter Olympics skiing events, have seen a nearly tenfold increase year-on-year. Additionally, revenue from group buying of skiing tickets grew by 209 percent compared to 2019, during the early November period.
The China Tourism Academy‘s 2023 China Ice-snow Tourism Development Report forecasts that the number of tourists participating in snow activities will exceed 300 million in the 2023-2024 season and is expected to reach 520 million with a total income of 720 billion yuan ($101 billion) in the 2024-2025 season. The 2023-24 snow season is anticipated to significantly boost the domestic ski market’s recovery. Research from an online travel platform academy indicates an increasing number of tourists from third- and fourth-tier cities joining ski groups, with the Post-1990 and Post-2000 generations becoming the primary consumers.
The burgeoning popularity of ice-snow tourism in China can be attributed to several factors. Economically, China’s per capita GDP surpassed $11,300 in 2020, entering a golden era for the prosperity of winter sports. Typically, the sports industry sees considerable growth when a country’s per capita GDP exceeds $8,000, and the ice and snow industry flourishes above $10,000. The Beijing 2022 Olympic Winter Games further fueled the ice-snow economy, driving advancements in winter tourism, equipment manufacturing, professional training, and venue construction and operation.
Additionally, winter tourism products have become more abundant and cost-effective, making ice-snow activities more accessible, especially to the younger generation. Young people often share expenses and experiences on social media platforms, fostering increased participation among peers.
For many young Chinese, skiing offers stress relief and a chance to escape daily pressures. White-collar workers, particularly those in internet-based jobs, comprise a significant portion of skiers, seeking physical activities for dopamine release and social interaction. Skiing also provides a sense of achievement and personal empowerment, appealing to both socially active and introverted individuals.
The Beijing Winter Olympics‘ legacy includes engaging over 300 million people in snow and ice activities, transforming skiing from a niche sport into a popular leisure activity. To sustain this momentum, the industry should focus on expanding high-quality ice-snow tourism products, upgrading infrastructure, and integrating cultural elements into tourism projects. This approach, exemplified by initiatives like the Village Super Football League in Guizhou Province, can further enrich the cultural, tourism, and sports integration, boosting the economy and enhancing people’s quality of life.
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