China's geographical diversity and size make it heir to a range of distinctive winter experiences, from the frigid, snow-covered expanses of the north to the milder, subtropical climates of the south. The Beijing 2022 Winter Olympics lit a fire under the winter tourism market, turning it from a niche interest into an important sector.
The surging number of winter sports venues, improved infrastructure, and customized routes are fueling winter wanderlust.
During the 2023-24 snow season, the China Tourism Academy reported over 400 million visits to ice and snow leisure experiences.
That figure is expected to keep growing following the unveiling by the State Council of an ambitious plan to transform the ice and snow economy into a new economic driver, targeting a market size of 1.2 trillion yuan ($164.8 billion) by 2027, and 1.5 trillion yuan by 2030.
Destinations are increasingly promoting the integration of winter tourism with sports and local culture to add excitement to the traveler experience. They are focusing not only on beautiful landscapes but also tapping into new business models that integrate gourmet food, hot springs, folk culture, shopping, sports, and educational programs.
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